A large reporting dashboard is unnecessary if the team has not yet agreed on which decisions it will make based on the data. Start with questions about demand and delivery.

Choose metrics that lead to action

For enquiries, it is useful to know the number, topic and next stage. For delivery, look at timelines, repeated clarifications and unfinished tasks. Each metric should have an owner and a clear purpose, not serve as decoration for a presentation.

Check the quality of the source data

Agree on definitions and the same observation period. Do not compare completed orders with new enquiries without allowing for the time it takes to process them. With a small number of events, avoid confident conclusions about a trend.

How to define a metric

Write down its name, how it is calculated, the period and the source. Clarify what is included and what is excluded: a repeat enquiry, a test entry, a cancelled task or a request unrelated to your services. The same word can mean different events for marketing and for the delivery team. Before comparing periods, check whether the definition has changed. Do not use an attractive figure without a clear purpose. A metric is there to support a decision, for example checking whether enquiries are being lost or handovers delayed, not just to show growth in a report.

How to run a short data review

Start with the question you want to answer, then check the quality of the source records. Separate new enquiries from completions, as time passes between them. With small volumes, do not declare a random change to be a stable trend. Find examples that explain the figure and decide on the next action that can be checked. If the data is incomplete, improve your record-keeping first rather than filling in the picture with assumptions. Financial conclusions require a suitable model and a competent assessment; operational enquiry statistics are no substitute for calculating the business's profitability.

What to check

  • Write down the definition of each metric.
  • State the data source.
  • Set a review period.
  • Link each observation to a possible action.

Example situation

A rise in the number of enquiries does not necessarily mean a better result if most of them do not match your services and require extra handling.

Next step

Measure what helps you change the way you work, and be cautious about drawing conclusions from a small amount of data.

Official information on this topic

Checklists and examples are organisational recommendations. Requirements depend on the procedure, the city and your situation; check them with the relevant office before you act. Please discuss legal and tax questions with an authorised professional.

This article was prepared with the help of AI. The example illustrates the approach and does not describe a client case.