The purpose of a Dashboard Design is to structure the performance data you need to be able to understand your results and to take action. Your dashboard needs to be customized to the nature of your business and marketing activities, as well as the specific person or team that will be using it. Dashboards can be analytical, providing people with information and benchmarks to use for analysis and decision-making. Dashboards can also be operational, providing time-sensitive information for teams to monitor and actively manage marketing activities. Dashboards designed by marketers typically include performance data vs. targets (measures), and a breakdown of that data by different dimensions (metrics). This framework helps you to determine what is most important to include in your dashboard.