How would you build a marketing performance dashboard for leadership?
What the interviewer wants to hear
- Start from the business questions and goals
- Choose a few key metrics tied to revenue and profit
- Combine data sources: ads, GA4, CRM
- Show trends, targets and comparisons
- Keep definitions consistent and documented
- Add short commentary and actions
Model answer
I start by asking leadership which decisions they want to make, such as where to put budget next quarter. Then I choose a small set of metrics tied to business results: revenue or pipeline from marketing, customers acquired, CAC, ROAS or ROI, and maybe one brand or engagement measure. I combine data from Google Ads, Meta, GA4 and the CRM, usually in Looker Studio, often through BigQuery or a connector so the data is consistent. The top of the dashboard shows the key numbers against targets and the previous period, with trends over time. Below that, there are channel breakdowns for people who want detail. I document how each metric is calculated so there are no arguments about definitions. Finally, I add a short written summary each month: what changed, why, and what we will do next, because numbers alone do not tell the story.
Can you answer it under time pressure?
Take a timed medium round and get scored on every answer.
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