Web Intelligence Dashboard
Real-time marketing and operations dashboard replacing 6 disconnected reporting tools
01The Problem
The marketing and operations team was pulling data from 6 different tools — Google Analytics, booking platform, social media, email campaigns, ad platforms, and a spreadsheet-based CRM — to manually compile weekly performance reports. Each report took 4–6 hours to produce. Decision-making was delayed because data was always a week old, and there was no unified view of business performance.
02The Solution
Built a unified business intelligence dashboard that aggregated data from all sources in real-time. Custom ETL pipelines pulled and normalized data, an AI summarization layer generated plain-English performance insights, and a clean React dashboard made KPIs visible at a glance for non-technical stakeholders.
03What I Built
- ▸ETL pipelines for 6 data sources with normalization layer
- ▸PostgreSQL data warehouse with optimized query layer
- ▸AI insight generation using GPT-4 for plain-English summaries
- ▸React dashboard with real-time charts and KPI cards
- ▸Role-based access control for team and executive views
- ▸Automated weekly email digest with AI-written performance summary
04Business Value
The dashboard transformed how leadership made decisions — from gut-feel with stale data to evidence-based decisions with real-time intelligence. AI-generated insights surfaced patterns that human analysts were missing.
Measured Outcomes
- ✓Weekly reporting time reduced from 4–6 hours to near-zero (automated)
- ✓Real-time data visibility across all business channels
- ✓Decision-making lag reduced from 1 week to same-day
- ✓AI-generated insights identified 3 revenue-optimization opportunities in first month
- ✓Marketing spend improved by 18% due to better attribution data
Technology Stack
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