Channel Truth Dashboard
Cuts through attribution noise to show which channels actually drive revenue and quality customers.
Currently in development
Real data. Real charts. Coming Q3 2026.
A governed marketing dashboard that ties spend to revenue with a consistent channel taxonomy, a transparent attribution heuristic, and cohort quality layered on top — so budget decisions stop being arguments and start being measurable.
Planning complete · dataset selected · build starts after Churn Early Warning ships
What this case study will show
- Unified channel taxonomy (UTM/source mapping) across paid and organic
- Last non-direct attribution within a 7-day window — explainable, not magical
- Primary KPI: MER/ROAS · Secondary: CAC, revenue per acquired customer (60–90 day)
- Cohort quality overlay so high-ROAS-but-low-retention channels get flagged
- Weekly ops view + monthly strategy view in a single Power BI report
Tools
Build timeline
1
Project plan & KPI tree
Done
2
Build foundational case studies first
In progress · Funnel → Lifecycle → Churn
3
Channel taxonomy & data model
After foundation ships
4
Power BI build + cohort overlay
Q3 2026
5
Screenshots, narrative, publish
Q3 2026
Why share this in-progress?
Because portfolios should be honest. The three live case studies — Funnel Leak Finder, Lifecycle Segmentation,
and Churn Early Warning — show the foundation of my analytics craft. This project builds on that foundation,
and I'm publishing the plan now so the work is transparent.