RedGiant Dashboard
Activation and event data, turned into something a client meeting can be run from.
The problem
Activations and events generate a lot of raw data — attendance, consumer responses, field team submissions — and almost none of it arrived in a shape anyone could use. Insight meant someone opening a spreadsheet export and building the same summary by hand, every time, for every campaign.
Constraints
The raw data arrives inconsistently, from different activations and different collection methods.
The audience is account and client teams, not analysts — the interface has to answer questions without training.
Numbers shown to a client have to be defensible, which puts the burden on the processing rather than the chart.
Approach
Fix the data before the chart
Most of the effort sits in processing — normalising submissions from different activations into a consistent shape so that a comparison across campaigns is meaningful. A chart drawn over inconsistent inputs is worse than no chart, because it looks authoritative.
Build the views people already ask for
The dashboards mirror the questions that came up repeatedly in reporting — how an activation performed, what consumers said, what the field teams recorded. Starting from the recurring question rather than from the available fields is what keeps a reporting screen from becoming a data dump.
Make reporting repeatable
Once processing is consistent, reporting stops being a manual rebuild each campaign and becomes a view that is already there. That is the actual saving — not the chart, but nobody reassembling it from scratch.
Architecture
Outcome
Activation and event reporting is now a screen the team opens rather than a spreadsheet somebody rebuilds. The dashboard is in internal use at dash.redgiant.co.ke and feeds the reporting that goes back out to clients.