Analytics Dashboard & Reporting Case Study

Project Overview

The Challenge

With tracking capturing activity across retail, gameday, and online channels, the next problem became access - athletics department partners, store operations, and the online business each needed a different view of the same underlying data, delivered in a way they could actually use during a fast-moving sports calendar.

Key challenges included:

• Raw data spread across retail, gameday, and online sources with no shared view
• Stakeholder groups needing different reporting - athletics department, store operations, and the online business each asking different questions
• Reporting needs that shift sharply around gameday, roster changes, and postseason runs
• A risk of dashboards nobody opens because they weren't built around how people actually work
• A need for reporting that stays trustworthy during the highest-traffic periods of the year

The Approach

Reporting was designed around the questions each stakeholder group actually asks, not a one-size-fits-all view of the underlying data.

Stakeholder Requirements

Identified what athletics department partners, store operations, and the online business each needed to see, and how often they needed to see it.

Dashboard Design

Built views around gameday sell-through, inventory accuracy, and campaign performance rather than a generic set of default charts.

Executive Reporting

Created summary reporting for leadership that surfaces trends and outliers without requiring a deep dive into raw numbers.

Ongoing Refinement

Adjusted dashboards as reporting needs evolved across new sports, stores, and seasons.

The Solution

Dashboards and reporting were built for the people who actually use them, turning connected data into a view each stakeholder group can act on.

The Results

With reporting built around how stakeholders actually work, store and web performance have improved, gameday traffic has been handled without the site buckling under peak demand, and conversion has trended upward across departments over the course of the partnership.

• Dashboards used regularly by athletics, store, and online stakeholders
• Gameday traffic handled reliably at peak demand
• Upward conversion trends across departments
• Reporting that supports ongoing email campaigns for gameday information, product drops, and student-athlete appearances

Approach & Capabilities

Dashboard Development

Interactive views built around gameday sell-through, inventory accuracy, and campaign performance.

Reporting & Insights

Reporting built for the people who actually use it - store operations, athletics partners, and the online business alike.

Data Visualization

Charts and summary views designed to surface what matters without burying it in detail.

Stakeholder Alignment

Reporting requirements gathered directly from the people who rely on it, then revisited as those needs changed.

Business Impact

Data only creates value once someone can see it, understand it, and act on it. Building dashboards around how athletics partners, store operations, and the online business actually work turned connected data into decisions made with confidence, even during the busiest stretches of the season.

Through stakeholder-aligned dashboard design, tailored executive reporting, and ongoing refinement, this initiative created a reporting foundation that has supported the partnership with Hawkeye Fan Shop and the University of Iowa Athletics Department since 2016.

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