Custom Reporting

Tableau, Power BI, and Looker dashboards for revenue teams.

Without the right approach, teams struggle with:

  • Native platform reports do not answer leadership questions
  • Manual Excel exports every Monday for the revenue meeting
  • No one owns the reporting layer between MarTech and BI
  • Dashboards built once and never updated as GTM evolves

EventIron builds custom reporting dashboards — Tableau, Power BI, Google Looker — connected to your MarTech, CRM, and CDP data for ops teams and leadership.

// Why custom

Platform Reports Have Limits

Marketo and Salesforce native reporting covers operational needs but not executive questions. Custom BI dashboards pull cross-platform data into views leadership actually uses.

  • Cross-platform data aggregation in one view
  • Role-based dashboards for ops, managers, and executives
  • Automated refresh — no Monday morning exports
  • Governed metrics definitions everyone agrees on
Custom reporting
// What we do

Custom Reporting Services

1. Requirements & Metrics Design

Define what leadership needs to see and how metrics are calculated.

  • Stakeholder interview and report inventory
  • Metric definition documentation
  • Dashboard wireframing and prioritisation
  • Data source mapping per metric

Outcome: Reporting requirements ops and leadership align on.

2. Data Pipeline Build

Connect source systems to your BI platform.

  • Marketo, SFMC, Salesforce, and CDP connectors
  • ETL/ELT pipeline design and implementation
  • Data warehouse or lakehouse setup if needed
  • Refresh scheduling and error monitoring

Outcome: Reliable data flowing to BI without manual steps.

3. Dashboard Development

Build interactive dashboards in your BI tool of choice.

  • Tableau, Power BI, or Looker dashboard build
  • Drill-down and filter design for self-service
  • Mobile-responsive layouts where needed
  • UAT with ops and leadership stakeholders

Outcome: Dashboards that replace weekly export rituals.

4. Reporting Ops

Maintain dashboards as GTM and data sources evolve.

  • New metric and dashboard request fulfilment
  • Data quality monitoring for report accuracy
  • User training and documentation
  • Quarterly dashboard review and refresh

Outcome: Reporting that stays current as your stack changes.

// How we deliver

How We Deliver

Custom reporting engagements typically follow:

  1. Requirements workshop and metrics design
  2. Data pipeline build and validation
  3. Dashboard development in sprints
  4. UAT and leadership rollout
  5. Ongoing reporting ops or handoff

We build reporting ops teams can maintain — or we maintain it for you.

// Why us

Why EventIron

  • MarTech and CRM data expertise — not just BI tooling
  • Metric governance so numbers stay trustworthy
  • Managed reporting ops available
  • Integrates with attribution and funnel services

We turn data into decisions leadership can act on.

// Get in touch

Still Exporting to Excel Every Week?

If custom reporting would save your ops team hours, we can build it.

Contact Us