Marketing & Sales Analytics Dashboard Design & Development

Freelance Brief: Marketing & Sales Analytics Dashboard Design & Development
Project Overview
Company: Breggz — a premium wireless earphone brand based in the Netherlands, operating a combination of direct-to-consumer sales via Shopify, retail, and partners channels.
Project: Design and build a core Marketing & Sales Analytics Dashboard that unifies data from CRM, customer service, advertising, web analytics, and social channels into a single interactive reporting environment with additional modules, data sources, and features to be layered in over time through a phased approach.
Preferred Platform: Power BI. Open to proposals using Tableau or Looker Studio if the freelancer can demonstrate a superior approach for this use case.
What We Need
A freelancer or small team to build an interactive analytics dashboard that gives our leadership team at-a-glance visibility into sales performance, marketing campaign effectiveness, website traffic, customer support health, and pipeline status.
Phase 1 — Core Dashboard (This Brief)
The initial build should deliver:
• Executive Summary View — 5–7 hero KPIs with trend sparklines and period comparisons (Total Revenue, Total Orders, CAC, Website Conversion Rate, Open Support Tickets, Pipeline Value, Top Campaign ROAS)
• Sales Performance Module — Revenue, AOV, order volume, win rate, product performance by SKU
• Website Analytics Module — Sessions, unique users, bounce rate, traffic by source/medium, conversion rate, top landing pages
• Marketing Campaigns Module — CAC, ROAS, Marketing ROI, Cost Per Lead, conversion rate by channel, LTV:CAC ratio
• Global filters — Date range, comparison period, channel, product/SKU, geography, and campaign selectors across all views
• Cross-filtering — Clicking any chart element should filter all other visuals on the same page
Future Phases (Not in Scope for This Brief, But Good to Know)
• Sales funnel / pipeline visualisation with stage-by-stage conversion tracking
• Email campaign performance module (open rate, CTR, revenue per email)
• Customer support module (ticket volume, CSAT, NPS, SLA compliance)
• Automated alerts for threshold breaches (e.g., revenue drops >15%, ROAS falls below 1.0)
• Advanced drill-downs, attribution modelling, and cohort analysis
• Mobile optimisation
Understanding the full roadmap is important — the chosen freelancer should build a clean, scalable data model from day one that supports these additions without a rebuild.
Data Sources
The dashboard will pull data from the following platforms:
# Platform Data Type
1 EngageBay CRM Leads, deals, pipeline stages, contact lifecycle (MQL → SQL → Won/Lost)
2 EngageBay (Customer Service) Support tickets, response times, resolution times, CSAT
3 Google Analytics (GA4) Website sessions, traffic sources, conversions, page performance
4 Google Ads Paid search campaigns — spend, impressions, clicks, CPC, ROAS, conversions
5 Shopify Sales
6 Social Media Platforms Engagement rates, reach, follower growth, website clicks from social

EngageBay offers a REST API for accessing CRM and customer service data. Google Analytics and Google Ads have well-documented connectors for Power BI. Data integration can be achieved via native connectors, API calls through Power Query, or middleware tools such as Zapier, Make, or Supermetrics.
The freelancer should advise on the optimal integration approach for each source, balancing reliability and cost for a startup.
Technical Requirements
• Platform: Power BI preferred (Tableau or Looker considered)
• Data modelling: Clean star schema or equivalent that supports future module additions without restructuring
• Visualisations: KPI scorecards with sparklines, line/bar charts for trends, funnel charts for pipeline, conditional formatting on tables
• Interactivity: Hub-and-spoke architecture with drill-through from Executive Summary into each module
• Refresh: Scheduled data refresh (minimum daily for key metrics)
• Documentation: Brief handover documentation covering data model, refresh schedules, and how to extend the dashboard
Timeline & Budget
• Timeline: Maximum 2 weeks from kickoff to delivery of Phase 1
• Engagement type: Fixed-price preferred, hourly considered
• Budget: Open to proposals — please quote based on the scope described above. This is a lean startup project, not an enterprise engagement
What We're Looking For in a Freelancer
• Proven experience building Power BI dashboards (or Tableau/Looker) — portfolio examples required
• Experience connecting to REST APIs and CRM platforms (EngageBay experience a bonus, but not essential)
• Strong data modelling skills (Power Query / DAX proficiency for Power BI)
• Clean visual design — dashboards should be intuitive and presentation-ready
• Good communicator who can work asynchronously across time zones (we're based in the Netherlands and UK)
• Available to start within the next 1–2 weeks