Why "I Need a Dashboard" Isn’t a Real Goal: Turning Vague Data Requests into Business Value
In the world of data consulting, we hear the same requests time and time again:
“I need a dashboard.”
“I want to use my data.”
These might sound like clear goals, but in reality, they’re symptoms, not solutions. They’re signals that something deeper needs to be understood—and fixed.
As Azzan Al-Kindi, co-founder of Rihal, recently reminded me:
“Giving the client what they think they want won’t solve the actual problem.”
So how do you go from a vague data request to a high-impact, value-driven solution?
Let’s break it down.
The Dashboard Dilemma
Why Dashboards Alone Won’t Solve Your Data Problems
Let’s get something straight—dashboards are useful, but they’re not magic.
A dashboard is a tool, not a solution. It’s valuable only when connected to a specific decision-making need. Otherwise, it’s just an attractive display with limited purpose.
Compare these two examples:
- A live campaign dashboard monitoring ad performance in real time? That’s powerful.
- A generic dashboard tracking 20 random KPIs with no clear purpose? That’s noise.
Key takeaway: Don’t build a dashboard until you know what action it’s supposed to support.
Ask Better Questions
From Vague Requests to Meaningful Use Cases
When a stakeholder says, “I want to use data” or “I need analytics,” it’s your job to dig deeper. Get curious. Ask better questions.
Here are three you should always keep in your toolkit:
- What are you trying to solve?
- If I gave you a solution tomorrow, what would improve?
- What decision do you want to make with this insight?
These questions move the conversation from tools to outcomes, and help clients think in terms of value, not vanity.
Pro Tip: Document these responses. They will guide your data model, metrics, and dashboard design better than any RFP.
When Questions Aren’t Enough: Try Discovery Workshops
Unlocking Clarity Through Collaborative Exploration
Sometimes, even the best questions won’t get the answers you need.
That’s when discovery workshops or 2-day data deep-dives become essential.
What happens in a discovery session:
- You sit with business users and walk through their day-to-day
- You map pain points and decision bottlenecks
- You identify available (and missing) data sources
- You prioritize use cases based on business impact, not data complexity
This collaborative environment helps bridge the gap between what clients think they need and what will actually drive results.
Think of it as diagnosing before prescribing. No one wants surgery without a proper checkup—and the same should apply to data solutions.
From Dashboards to Propensity Models: Choose the Right Solution
Because One Size Never Fits All
Once you've understood the business problem and the data landscape, you can suggest the right tool for the job:
- Need campaign optimization? Try a live marketing performance dashboard.
- Struggling with churn? Consider building a propensity model to predict at-risk users.
- Want to improve operations? Deep dive analytics or benchmarking tools may be the way to go.
- Unclear on customer value? Build cohort analyses or customer segmentation reports.
Remember: The goal isn’t the dashboard. The goal is better decisions.
The Case for Data Discovery
Data-Led Organizations Win—And It Starts with the Right Foundation
A report from PwC found that:
Data-centric companies are 3x more likely to report significant improvements in decision-making.
But you don’t get there by default. You get there by starting right.
That means:
- Uncovering the real problem
- Validating your assumptions
- Designing targeted, high-impact data solutions
And that all begins with proper data discovery.
Final Thoughts: Turning Symptoms Into Strategy
So the next time someone says “I need a dashboard,” remember this:
That’s not a goal—it’s a starting point.
Your job is to translate that symptom into:
- A defined business need
- A measurable outcome
- A clear path to value
Because the most powerful data work doesn’t start with dashboards.
It starts with understanding.