Centralizing data for strategic planning
The Transformations Community had no data infrastructure for planning strategic initiatives with confidence. Built a dashboard surfacing engagement metrics across email, social, and web — turning scattered numbers into insights the team could act on right away.
Role: UX Designer, Data Analyst
Platform: Looker Studio
DATA OPPORTUNITIES
Mailchimp newsletters & campaigns
Monthly outreach data spanning newsletter sends, opens, and campaign performance.
Social media
LinkedIn and X account analytics tracking reach and engagement over time.
Website
Tracking and performance data on visits, traffic sources, and conversions.
“This is great for creating more targeted initiatives and seeing our growth.”
— Bruce, Director
METRICS SELECTION
Choosing the right metrics
Interviewed cross-functional teams to determine analytics priorities across the organization.
Management Metrics
Funding, budgeting, and organizational growth indicators for leadership.
Web Metrics
Traffic, conversion, and engagement data from the website.
Marketing Metrics
Campaign reach and newsletter performance across channels.
DATA PIPELINE
From scattered sources to one system
Data flows in from Mailchimp, social platforms, and the website — consolidated into one reporting layer in Looker Studio.
INFORMATION ARCHITECTURE
Dashboard documents organized by audience — management, marketing, and web teams.
DASHBOARD MOCKUPS
Four Looker Studio views built for web, marketing, and newsletter performance.
Reflection
Picking metrics that mattered
No prior experience with non-profit planning — figuring out which metrics mattered to which teams took real digging. Worked closely with management and marketing to learn how metrics actually move funding, budgeting, and growth decisions.
Integrating a fragmented tech stack
Every data source needed its own cleanup before it would run in Looker Studio — the report was the easy part, reconciling the sources feeding it wasn't. The fix: plan the tracking stack as part of the system from day one, not after.
Accelerating partnership acquisition