Create Dashboards with Tableau

In this chapter, we will discuss how to determine dashboard goals, which is the second step towards designing an effective dashboard. 

Let us take a step back and define what a dashboard is to make sure we are on the same page.

What is a dashboard?

A dashboard is a tool that facilitates decision-making for its users by communicating or displaying information for a particular purpose.

Let's break down that definition.

• A dashboard is a tool.

• A tool is an object that helps its users achieve a goal.

• The goal is to communicate information in a way that aids in making decisions.

It is also important to consider what makes a dashboard good? To be precise, what makes it effective?

An effective, "good," dashboard is one that is used.

It does not matter how aesthetically pleasing or state-of-the-art your dashboard is. It must be used to be good. If no one is using it, then it serves no purpose. An effective dashboard fulfills a specific purpose for its end users. A dashboard's design is completely dependent on the why—(the purpose)—and the who—(the end-users). In this chapter, we are going to investigate the why.

Types of Dashboards

You can categorize dashboards, or rather dashboard goals, into three main types: analytical, operational, and strategic. Let's discuss each type in turn.

Analytical Dashboard

• The goal of this type of dashboard is to analyze historical data to identify trends, establish targets, predict outcomes, and/or discover insights.

• Generally speaking, analytical dashboards allow analysts to drill down into the data.

• The data behind an analytical dashboard is usually updated infrequently, relative to other types.

Operational Dashboard

• The goal of this type of dashboard is to tell you what is happening in the moment—real-time.

• Operational dashboards allow users to monitor, measure, and manage processes or operations on a daily, if not more frequent, basis. Therefore, these dashboards are designed to be viewed multiple times throughout the day.

• The data behind an operational dashboard update very frequently, sometimes even on a minute-by-minute basis.

Strategic Dashboard

• The goal of this type of dashboard is to track key performance indicators (KPIs) and progress towards established targets.

• Generally speaking, strategic dashboards allow users—usually executives—to plan growth strategies based on trends and benchmarking, as well as to highlight the strengths and weaknesses of current strategies.

• The data behind a strategic dashboard update regularly, such as quarterly, monthly, or daily.

Now that you have a working definition of a dashboard and how to identify different types based on project requirements, let's apply what you just learned!

Our Mission

If you said analytical, then you are correct! Why? Because our dashboard will:

• Use historical data.

• Identify trends regarding who is using the Citi Bike program (which will, in turn, provide demographic information of potential customers).

• Provide insights regarding which Citi Bike stations the marketing team should target to achieve their project aim (maximize the effectiveness of targeted ad campaigns).

Summary

• The ultimate purpose of a dashboard is to present data in a clear and approachable way that facilitates the decision-making process for its users.

• An effective dashboard is one that is accessible, read, and used by its users. 

• There are three main dashboard types. Each dashboard type has a specific purpose. They are:

  • Analytical - to identify historical trends, establish targets, predict outcomes, and/or discover insights.

  • Operational - to monitor, measure, and manage processes in real-time.

  • Strategic - to track key performance indicators (KPIs) and progress towards established targets.

• Remember that dashboard types are not mutually exclusive: goals can indeed overlap. 

In the next chapter, we will look at how to determine the dashboard users.