aiox-core 5.0.5 → 5.0.7

package/pro/squads/data/tasks/create-dashboard.md

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+# Create Dashboard Task
+
+## Purpose
+
+Criar dashboards efetivos que geram ação, não relatórios decorativos. Este task guia a implementação completa de dashboards usando a metodologia DMMM (Digital Marketing & Measurement Model) de Avinash Kaushik, aplicando o So What Test em cada métrica, seguindo princípios de design de dashboard, organizando métricas em hierarquia (acquisition, behavior, outcomes) e usando storytelling com dados para comunicar insights que movem o negócio.
+
+## Workspace Output Contract
+
+- Preflight: `*workspace-preflight` + `*workspace-context {slug}`
+- Output canônico (template-first): `workspace/businesses/{slug}/analytics/executive-report.yaml`
+- Output canônico adicional: `workspace/businesses/{slug}/analytics/dmmm.yaml`
+- Output custom (ad-hoc): `docs/data/{slug}/dashboard-spec-{date}.md`
+- Regra: escrita canônica só se existir template correspondente em `workspace/_templates/analytics/`
+
+---
+
+## Primary Agent
+
+**Avinash Kaushik** - Digital Analytics Evangelist, ex-Google (10+ anos)
+
+> "A maioria das empresas está data-rich e insight-poor. Não faltam dados, faltam decisões."
+
+Kaushik argumenta que dashboards existem para gerar AÇÃO, não para impressionar. Se um dashboard não muda decisões, é desperdício de tempo e dinheiro.
+
+---
+
+## Core Philosophy
+
+### The Dashboard Problem
+
+```yaml
+dashboard_problem:
+
+  reality_in_most_companies:
+    - "47 métricas no dashboard principal"
+    - "Ninguém sabe qual olhar"
+    - "Reuniões viram sessões de leitura de números"
+    - "Nenhuma decisão é tomada"
+    - "Dashboard bonito, empresa perdida"
+
+  kaushik_diagnosis: |
+    "Dashboards cheios de dados são um sintoma de medo.
+    Medo de escolher o que importa.
+    Medo de ser cobrado por algo que não estava lá.
+    O resultado? Um mar de números que ninguém usa."
+
+  the_fix:
+    principle_1: "Menos métricas, mais insights"
+    principle_2: "Toda métrica deve passar no So What Test"
+    principle_3: "Dashboard deve responder perguntas, não gerar mais"
+    principle_4: "Ação recomendada junto com cada insight"
+```
+
+### The 10/90 Rule Applied to Dashboards
+
+```
+┌─────────────────────────────────────────────────────────────────┐
+│                      10/90 RULE                                  │
+├─────────────────────────────────────────────────────────────────┤
+│                                                                  │
+│  ERRADO (como a maioria faz):                                   │
+│  ├── 90% do budget em ferramentas de BI                         │
+│  ├── 10% em pessoas que interpretam                             │
+│  └── Resultado: dashboards bonitos que ninguém usa              │
+│                                                                  │
+│  CERTO (como deveria ser):                                      │
+│  ├── 10% em ferramentas de BI                                   │
+│  ├── 90% em analistas que PENSAM sobre os dados                 │
+│  └── Resultado: insights que mudam o negócio                    │
+│                                                                  │
+│  APLICAÇÃO EM DASHBOARDS:                                       │
+│  ├── Gastar tempo escolhendo métricas certas                    │
+│  ├── Gastar tempo definindo thresholds                          │
+│  ├── Gastar tempo escrevendo insights                           │
+│  └── NÃO gastar tempo polindo visualizações                     │
+│                                                                  │
+└─────────────────────────────────────────────────────────────────┘
+```
+
+---
+
+## Tier 0: Diagnostic Questions
+
+Antes de criar qualquer dashboard, responda estas perguntas diagnósticas:
+
+```yaml
+tier_0_diagnosis:
+
+  purpose_clarity:
+    - "Quem vai usar este dashboard?"
+    - "Qual pergunta principal ele deve responder?"
+    - "Que decisões serão tomadas com base nele?"
+    - "Com que frequência será consultado?"
+
+  business_context:
+    - "Qual é o objetivo de negócio principal?"
+    - "Quais são os 3-5 KPIs mais importantes?"
+    - "Existe um North Star Metric definido?"
+    - "Quais métricas a liderança já acompanha?"
+
+  audience_analysis:
+    - "CEO/Board? (precisa de high-level)"
+    - "Gerentes? (precisa de operational)"
+    - "Analistas? (precisa de detailed)"
+    - "Qual é o data literacy do público?"
+
+  existing_landscape:
+    - "Que dashboards já existem?"
+    - "Por que não estão funcionando?"
+    - "Que métricas estão sendo ignoradas?"
+    - "Há sobreposição de reports?"
+
+  data_availability:
+    - "Os dados necessários estão disponíveis?"
+    - "Qual é a latência dos dados? (real-time, daily, weekly)"
+    - "Há data quality issues conhecidos?"
+    - "Todas as fontes estão integradas?"
+```
+
+---
+
+## Inputs
+
+```yaml
+required:
+  - business_objective: "O objetivo de negócio que o dashboard deve servir"
+  - primary_audience: "Quem é o usuário principal (CEO, gerentes, analistas)"
+  - key_questions: "As 3-5 perguntas que o dashboard deve responder"
+  - data_sources: "Fontes de dados disponíveis"
+  - refresh_frequency: "Com que frequência os dados são atualizados"
+
+optional:
+  - existing_dashboards: "Dashboards atuais para avaliar"
+  - north_star_metric: "Se já definido"
+  - target_kpis: "KPIs com targets específicos"
+  - comparison_periods: "Períodos de comparação relevantes"
+  - user_segments: "Segmentos de usuários a filtrar"
+  - mobile_requirement: "Se precisa funcionar em mobile"
+```
+
+---
+
+## The DMMM Framework (Digital Marketing & Measurement Model)
+
+### Framework Overview
+
+```
+┌────────────────────────────────────────────────────────────────────┐
+│                         DMMM FRAMEWORK                              │
+│              (Avinash Kaushik - Google)                             │
+├────────────────────────────────────────────────────────────────────┤
+│                                                                     │
+│  NÍVEL 1: BUSINESS OBJECTIVES                                      │
+│  ├── O que a empresa quer alcançar?                                │
+│  ├── Ex: "Aumentar revenue em 20%"                                 │
+│  └── DASHBOARD: Headline metric                                    │
+│                                                                     │
+│                        ↓                                            │
+│                                                                     │
+│  NÍVEL 2: GOALS (por objetivo)                                     │
+│  ├── Que comportamentos levam ao objetivo?                          │
+│  ├── Ex: "Aumentar conversões", "Reduzir churn"                    │
+│  └── DASHBOARD: Primary KPIs section                               │
+│                                                                     │
+│                        ↓                                            │
+│                                                                     │
+│  NÍVEL 3: KPIs (por goal)                                          │
+│  ├── Como medimos progresso no goal?                               │
+│  ├── Ex: "Conversion rate", "Churn rate"                           │
+│  └── DASHBOARD: Supporting metrics                                 │
+│                                                                     │
+│                        ↓                                            │
+│                                                                     │
+│  NÍVEL 4: TARGETS (por KPI)                                        │
+│  ├── Qual número queremos atingir?                                 │
+│  ├── Ex: "Conversion rate de 3% → 5%"                              │
+│  └── DASHBOARD: Targets e progress bars                            │
+│                                                                     │
+│                        ↓                                            │
+│                                                                     │
+│  NÍVEL 5: SEGMENTS (por target)                                    │
+│  ├── Para quem especificamente?                                     │
+│  ├── Ex: "Novos visitantes de paid search"                         │
+│  └── DASHBOARD: Filters e breakdowns                               │
+│                                                                     │
+└────────────────────────────────────────────────────────────────────┘
+```
+
+### DMMM Implementation Process
+
+```yaml
+dmmm_implementation:
+
+  step_1_define_objectives:
+    description: "Definir objetivos de negócio claros"
+    questions:
+      - "Qual é o objetivo principal da empresa este ano?"
+      - "Quais são os 2-3 objetivos secundários?"
+      - "Como sucesso é definido?"
+    output: "Lista de 1-3 business objectives"
+    example:
+      primary: "Aumentar MRR em 40%"
+      secondary:
+        - "Reduzir churn em 20%"
+        - "Aumentar NPS para 50"
+
+  step_2_identify_goals:
+    description: "Para cada objetivo, identificar goals"
+    questions:
+      - "Que comportamentos levam a este objetivo?"
+      - "O que precisa acontecer para atingir o objetivo?"
+      - "Quais são os leading indicators?"
+    output: "2-3 goals por objective"
+    example:
+      objective: "Aumentar MRR em 40%"
+      goals:
+        - "Aumentar aquisição de novos clientes"
+        - "Aumentar expansion revenue"
+        - "Reduzir churn"
+
+  step_3_select_kpis:
+    description: "Para cada goal, selecionar KPIs"
+    questions:
+      - "Como sabemos se estamos progredindo?"
+      - "O que podemos medir?"
+      - "Qual métrica melhor representa o goal?"
+    output: "1-2 KPIs por goal"
+    example:
+      goal: "Aumentar aquisição de novos clientes"
+      kpis:
+        - "New customers/month"
+        - "CAC"
+
+  step_4_set_targets:
+    description: "Para cada KPI, definir targets"
+    questions:
+      - "Qual é o baseline atual?"
+      - "O que é alcançável?"
+      - "O que seria excepcional?"
+    output: "Target numérico por KPI"
+    example:
+      kpi: "New customers/month"
+      baseline: 100
+      target: 150
+      stretch: 200
+
+  step_5_define_segments:
+    description: "Para cada target, identificar segmentos"
+    questions:
+      - "Para quem especificamente?"
+      - "Quais breakdowns são relevantes?"
+      - "Onde há mais oportunidade?"
+    output: "Segmentos relevantes por KPI"
+    example:
+      kpi: "New customers/month"
+      segments:
+        - "By channel (organic, paid, referral)"
+        - "By plan type (starter, pro, enterprise)"
+        - "By geography"
+```
+
+### DMMM Template
+
+```yaml
+dmmm_template:
+
+  business_objective: "[OBJETIVO DE NEGÓCIO]"
+
+  goals:
+    goal_1:
+      name: "[GOAL 1]"
+      kpis:
+        - name: "[KPI 1.1]"
+          current: "[BASELINE]"
+          target: "[TARGET]"
+          segments: ["[SEGMENT A]", "[SEGMENT B]"]
+        - name: "[KPI 1.2]"
+          current: "[BASELINE]"
+          target: "[TARGET]"
+          segments: ["[SEGMENT A]", "[SEGMENT B]"]
+
+    goal_2:
+      name: "[GOAL 2]"
+      kpis:
+        - name: "[KPI 2.1]"
+          current: "[BASELINE]"
+          target: "[TARGET]"
+          segments: ["[SEGMENT A]", "[SEGMENT B]"]
+
+    goal_3:
+      name: "[GOAL 3]"
+      kpis:
+        - name: "[KPI 3.1]"
+          current: "[BASELINE]"
+          target: "[TARGET]"
+          segments: ["[SEGMENT A]", "[SEGMENT B]"]
+```
+
+### DMMM Example: E-commerce
+
+```yaml
+dmmm_example_ecommerce:
+
+  business_objective: "Aumentar revenue online em 30%"
+
+  goals:
+
+    goal_1:
+      name: "Aumentar tráfego qualificado"
+      kpis:
+        - name: "Sessions from qualified sources"
+          current: "50,000/month"
+          target: "75,000/month"
+          segments:
+            - "By channel"
+            - "By device"
+            - "By landing page"
+        - name: "Bounce rate"
+          current: "55%"
+          target: "45%"
+          segments:
+            - "By channel"
+            - "By page type"
+
+    goal_2:
+      name: "Aumentar conversion rate"
+      kpis:
+        - name: "Overall conversion rate"
+          current: "2.5%"
+          target: "3.5%"
+          segments:
+            - "By traffic source"
+            - "By product category"
+            - "By customer type (new vs returning)"
+        - name: "Add to cart rate"
+          current: "8%"
+          target: "12%"
+          segments:
+            - "By product"
+            - "By device"
+
+    goal_3:
+      name: "Aumentar average order value"
+      kpis:
+        - name: "AOV"
+          current: "R$150"
+          target: "R$180"
+          segments:
+            - "By customer type"
+            - "By category"
+        - name: "Items per order"
+          current: "1.8"
+          target: "2.2"
+          segments:
+            - "By source"
+            - "By device"
+```
+
+### DMMM Example: SaaS
+
+```yaml
+dmmm_example_saas:
+
+  business_objective: "Atingir R$5M ARR"
+
+  goals:
+
+    goal_1:
+      name: "Aumentar new MRR"
+      kpis:
+        - name: "New MRR/month"
+          current: "R$50k"
+          target: "R$80k"
+          segments:
+            - "By plan"
+            - "By channel"
+            - "By deal size"
+        - name: "New customers/month"
+          current: "100"
+          target: "150"
+          segments:
+            - "By source"
+            - "By persona"
+
+    goal_2:
+      name: "Aumentar expansion MRR"
+      kpis:
+        - name: "Expansion MRR/month"
+          current: "R$15k"
+          target: "R$30k"
+          segments:
+            - "By upgrade type"
+            - "By customer tier"
+        - name: "Net Revenue Retention"
+          current: "105%"
+          target: "120%"
+          segments:
+            - "By cohort"
+            - "By plan"
+
+    goal_3:
+      name: "Reduzir churn"
+      kpis:
+        - name: "Monthly churn rate"
+          current: "3%"
+          target: "2%"
+          segments:
+            - "By plan"
+            - "By tenure"
+            - "By health score"
+        - name: "Churn MRR"
+          current: "R$20k"
+          target: "R$12k"
+          segments:
+            - "By reason"
+            - "By customer size"
+```
+
+---
+
+## The So What Test
+
+### What is the So What Test?
+
+```
+┌─────────────────────────────────────────────────────────────────┐
+│                     THE SO WHAT TEST                             │
+│           (Avinash Kaushik's Acid Test for Metrics)              │
+├─────────────────────────────────────────────────────────────────┤
+│                                                                  │
+│  Para TODA métrica no dashboard, pergunte:                      │
+│                                                                  │
+│  "SO WHAT?"                                                     │
+│                                                                  │
+│  Se você não consegue explicar:                                  │
+│  1. Por que essa métrica importa                                │
+│  2. O que fazer se ela subir                                    │
+│  3. O que fazer se ela cair                                     │
+│                                                                  │
+│  → REMOVA DO DASHBOARD                                          │
+│                                                                  │
+│  Métrica sem ação = vanity metric = desperdício de espaço       │
+│                                                                  │
+└─────────────────────────────────────────────────────────────────┘
+```
+
+### So What Test Framework
+
+```yaml
+so_what_test_framework:
+
+  question_1_relevance:
+    question: "Por que essa métrica importa para o negócio?"
+    good_answer: "Conversion rate importa porque impacta diretamente revenue"
+    bad_answer: "Porque todo mundo mede"
+    action_if_bad: "Remover do dashboard"
+
+  question_2_action_up:
+    question: "O que fazemos se a métrica SUBIR?"
+    good_answer: |
+      "Se conversion rate subir 20%, dobrar budget do canal
+      que mais contribuiu para a mudança"
+    bad_answer: "Comemoramos"
+    action_if_bad: "Definir ação específica ou remover"
+
+  question_3_action_down:
+    question: "O que fazemos se a métrica CAIR?"
+    good_answer: |
+      "Se conversion rate cair 10%, ativar investigação:
+      checar por device, por page, por segment"
+    bad_answer: "Investigamos"
+    action_if_bad: "Definir playbook específico"
+
+  question_4_threshold:
+    question: "Qual é o threshold que dispara ação?"
+    good_answer: "Mudança de 5% week-over-week"
+    bad_answer: "Quando parecer significativo"
+    action_if_bad: "Definir threshold numérico"
+```
+
+### So What Test Examples
+
+```yaml
+so_what_test_examples:
+
+  metric_passes:
+    metric: "Weekly Active Users (WAU)"
+    so_what:
+      relevance: "WAU é leading indicator de retention e churn"
+      action_up: |
+        "Se WAU subir 10%+:
+        1. Identificar o que mudou (feature, campaign)
+        2. Double down na causa
+        3. Documentar para replicar"
+      action_down: |
+        "Se WAU cair 10%+:
+        1. Checar por segment (new vs existing)
+        2. Checar por feature
+        3. Verificar technical issues
+        4. Ativar reengagement campaign"
+      threshold: "±10% WoW"
+    verdict: "PASS - mantém no dashboard"
+
+  metric_fails:
+    metric: "Total Page Views"
+    so_what:
+      relevance: "Indica... volume de acesso?"
+      action_up: "Hmm... bom?"
+      action_down: "Hmm... ruim?"
+      threshold: "Não definido"
+    verdict: "FAIL - remover ou substituir por métrica acionável"
+
+  metric_transformed:
+    original: "Total Page Views"
+    transformed: "Pages per Session by User Type"
+    so_what:
+      relevance: "Indica engagement e profundidade de interesse"
+      action_up: |
+        "Se páginas/sessão subir para new users:
+        Otimizar paths para conversão mais rápida"
+      action_down: |
+        "Se páginas/sessão cair:
+        Revisar qualidade do conteúdo, checar bounce"
+      threshold: "±15% MoM"
+    verdict: "PASS - métrica transformada é acionável"
+```
+
+### So What Test Worksheet
+
+```yaml
+so_what_worksheet:
+
+  instructions: |
+    Para cada métrica proposta para o dashboard,
+    preencha todas as células. Se não conseguir,
+    a métrica não deve estar no dashboard.
+
+  template:
+    metric_name: "[NOME DA MÉTRICA]"
+
+    relevance:
+      business_impact: "[COMO IMPACTA O NEGÓCIO]"
+      connection_to_objective: "[QUAL GOAL/OBJECTIVE SUPORTA]"
+
+    action_playbooks:
+      if_increases:
+        threshold: "[X% ou valor absoluto]"
+        actions:
+          - "[AÇÃO 1]"
+          - "[AÇÃO 2]"
+        owner: "[QUEM EXECUTA]"
+
+      if_decreases:
+        threshold: "[X% ou valor absoluto]"
+        actions:
+          - "[AÇÃO 1]"
+          - "[AÇÃO 2]"
+        owner: "[QUEM EXECUTA]"
+
+    alert_settings:
+      warning_threshold: "[VALOR]"
+      critical_threshold: "[VALOR]"
+      notification_channel: "[EMAIL/SLACK/ETC]"
+
+    review_frequency: "[DAILY/WEEKLY/MONTHLY]"
+```
+
+### So What Filter for Existing Dashboards
+
+```yaml
+dashboard_audit_process:
+
+  step_1_list_all_metrics:
+    description: "Liste todas as métricas no dashboard atual"
+    output: "Lista de métricas"
+
+  step_2_apply_so_what:
+    description: "Para cada métrica, aplique o So What Test"
+    categories:
+      pass: "Mantém no dashboard"
+      transform: "Transformar para versão acionável"
+      fail: "Remover"
+
+  step_3_categorize:
+    typical_results:
+      pass: "20-30% das métricas"
+      transform: "30-40% das métricas"
+      fail: "30-50% das métricas"
+
+  step_4_redesign:
+    description: "Redesenhar com apenas métricas que passam"
+    benefit: "Dashboard 50-70% mais limpo"
+
+  example_audit:
+    before:
+      total_metrics: 24
+      distribution:
+        pass: 5
+        transform: 8
+        fail: 11
+
+    after:
+      total_metrics: 10
+      note: "60% reduction in noise"
+```
+
+---
+
+## Dashboard Design Principles
+
+### Principle 1: Information Hierarchy
+
+```
+┌─────────────────────────────────────────────────────────────────┐
+│              INFORMATION HIERARCHY IN DASHBOARDS                 │
+├─────────────────────────────────────────────────────────────────┤
+│                                                                  │
+│  LEVEL 1: HEADLINE (1-3 metrics)                                │
+│  ├── North Star or Business Objective metric                    │
+│  ├── Biggest, most prominent                                    │
+│  ├── Includes comparison (vs last period, vs target)           │
+│  └── Example: MRR with trend arrow and % change                │
+│                                                                  │
+│  LEVEL 2: KEY PERFORMANCE (3-5 metrics)                         │
+│  ├── Primary KPIs that drive the headline                       │
+│  ├── Medium prominence                                          │
+│  ├── Each with sparkline or mini-trend                         │
+│  └── Example: New Customers, Churn Rate, ARPU                  │
+│                                                                  │
+│  LEVEL 3: SUPPORTING (5-8 metrics)                              │
+│  ├── Diagnostic metrics that explain KPIs                       │
+│  ├── Smaller prominence                                         │
+│  ├── Often in tables or small charts                           │
+│  └── Example: By channel, by segment breakdowns                │
+│                                                                  │
+│  LEVEL 4: DETAIL (on demand)                                    │
+│  ├── Deep dive data for investigation                          │
+│  ├── Hidden behind drill-down or separate page                 │
+│  ├── Not shown by default                                       │
+│  └── Example: Individual transaction logs, raw data            │
+│                                                                  │
+└─────────────────────────────────────────────────────────────────┘
+```
+
+### Principle 2: Visual Best Practices
+
+```yaml
+visual_best_practices:
+
+  color_usage:
+    red: "Bad / Below target / Needs attention"
+    yellow: "Warning / Approaching threshold"
+    green: "Good / Above target / On track"
+    gray: "Neutral / Historical / Context"
+    rule: "Use color for meaning, not decoration"
+
+  chart_selection:
+    use_line_charts:
+      - "Trends over time"
+      - "Continuous data"
+      - "Showing trajectory"
+    use_bar_charts:
+      - "Comparisons between categories"
+      - "Rankings"
+      - "Discrete data"
+    use_pie_charts:
+      - "NEVER (almost)"
+      - "Only for 2-3 segments as % of whole"
+      - "Replace with bar chart when possible"
+    use_tables:
+      - "Precise values needed"
+      - "Multiple dimensions"
+      - "Raw data for analysis"
+    use_kpi_cards:
+      - "Single important metrics"
+      - "Current values with comparison"
+      - "Headline metrics"
+
+  layout:
+    reading_pattern: "Left to right, top to bottom"
+    most_important: "Top left"
+    secondary: "Top right and middle"
+    supporting: "Bottom"
+    filters: "Top or left sidebar"
+
+  density:
+    rule: "Less is more"
+    max_metrics_per_screen: 12
+    whitespace: "Essential, not waste"
+    grouping: "Related metrics together"
+```
+
+### Principle 3: Context Always
+
+```yaml
+context_principles:
+
+  every_metric_needs:
+    comparison: "vs last period, vs target, vs benchmark"
+    trend: "Direction (up/down arrow)"
+    interpretation: "Good or bad indicator"
+
+  comparison_options:
+    vs_target:
+      description: "Compare to goal"
+      format: "85% of target"
+      use_when: "Targets are set"
+
+    vs_previous_period:
+      description: "Compare to same period before"
+      format: "+15% vs last week"
+      use_when: "Tracking progress"
+
+    vs_same_period_last_year:
+      description: "YoY comparison"
+      format: "+25% vs Jan 2024"
+      use_when: "Seasonal business"
+
+    vs_benchmark:
+      description: "Compare to industry/internal benchmark"
+      format: "120% of benchmark"
+      use_when: "External context matters"
+
+  never_show_number_alone:
+    bad: "Revenue: R$150,000"
+    good: "Revenue: R$150,000 (+12% MoM, 95% of target)"
+    excellent: "Revenue: R$150,000 (+12% MoM, 95% of target) ▲ On track"
+```
+
+### Principle 4: Actionable Annotations
+
+```yaml
+actionable_annotations:
+
+  types_of_annotations:
+    alerts:
+      purpose: "Call attention to anomalies"
+      format: "Red banner or icon"
+      example: "⚠️ Churn rate 40% above normal"
+
+    insights:
+      purpose: "Explain what's happening"
+      format: "Text box or callout"
+      example: "Spike due to Black Friday campaign"
+
+    recommendations:
+      purpose: "Suggest next action"
+      format: "Action button or highlighted text"
+      example: "→ Investigate top 3 churning segments"
+
+  annotation_placement:
+    inline: "Next to the metric it explains"
+    summary_box: "At top for critical issues"
+    drill_down: "Available on click for details"
+
+  automation:
+    anomaly_detection:
+      description: "Auto-detect unusual values"
+      threshold: "±2 standard deviations"
+      action: "Auto-annotate with alert"
+
+    trend_commentary:
+      description: "Auto-generate insight text"
+      example: "Revenue up 15%, driven by 20% increase in new customers"
+```
+
+### Principle 5: Mobile-First (When Applicable)
+
+```yaml
+mobile_considerations:
+
+  if_mobile_access_required:
+    simplify:
+      - "Reduce to 3-5 key metrics"
+      - "One metric per row"
+      - "Larger tap targets"
+      - "Swipe for more detail"
+
+    prioritize:
+      - "Most critical KPIs only"
+      - "Alerts and exceptions"
+      - "Quick status check"
+
+    avoid:
+      - "Complex charts"
+      - "Data tables"
+      - "Multi-dimensional views"
+
+  responsive_design:
+    desktop: "Full dashboard with all levels"
+    tablet: "Headline + KPIs, supporting on scroll"
+    mobile: "Headline + alerts only, tap for more"
+```
+
+---
+
+## Metric Hierarchy
+
+### The Three-Tier Metric Model
+
+```
+┌─────────────────────────────────────────────────────────────────┐
+│           THREE-TIER METRIC MODEL FOR DASHBOARDS                │
+│                  (Acquisition → Behavior → Outcomes)             │
+├─────────────────────────────────────────────────────────────────┤
+│                                                                  │
+│  TIER 1: ACQUISITION METRICS                                    │
+│  ├── "How are people finding us?"                               │
+│  ├── Leading indicators                                         │
+│  ├── Input to the funnel                                        │
+│  └── Examples:                                                  │
+│      • Traffic / Sessions                                       │
+│      • New users                                                │
+│      • Sign-ups                                                 │
+│      • Leads                                                    │
+│      • Cost per acquisition                                     │
+│                                                                  │
+│                        ↓                                         │
+│                                                                  │
+│  TIER 2: BEHAVIOR METRICS                                       │
+│  ├── "What are people doing?"                                   │
+│  ├── Engagement indicators                                      │
+│  ├── Middle of the funnel                                       │
+│  └── Examples:                                                  │
+│      • Activation rate                                          │
+│      • Feature adoption                                         │
+│      • Time in product                                          │
+│      • Pages per session                                        │
+│      • Return frequency                                         │
+│                                                                  │
+│                        ↓                                         │
+│                                                                  │
+│  TIER 3: OUTCOME METRICS                                        │
+│  ├── "What results are we getting?"                             │
+│  ├── Lagging indicators                                         │
+│  ├── Output of the funnel                                       │
+│  └── Examples:                                                  │
+│      • Revenue / MRR                                            │
+│      • Conversions                                              │
+│      • Customer Lifetime Value                                  │
+│      • Net Promoter Score                                       │
+│      • Retention / Churn                                        │
+│                                                                  │
+└─────────────────────────────────────────────────────────────────┘
+```
+
+### Metric Selection by Dashboard Type
+
+```yaml
+metric_selection_by_type:
+
+  executive_dashboard:
+    purpose: "High-level business health"
+    audience: "CEO, Board, Leadership"
+    frequency: "Weekly/Monthly"
+    metrics:
+      acquisition:
+        - "New customers"
+        - "CAC"
+        - "Pipeline value"
+      behavior:
+        - "Activation rate"
+        - "Weekly Active Users"
+        - "Health Score distribution"
+      outcomes:
+        - "Revenue / MRR / ARR"
+        - "Churn rate"
+        - "Net Revenue Retention"
+        - "CLTV"
+
+  marketing_dashboard:
+    purpose: "Marketing performance"
+    audience: "CMO, Marketing team"
+    frequency: "Daily/Weekly"
+    metrics:
+      acquisition:
+        - "Traffic by source"
+        - "MQLs generated"
+        - "CPL by channel"
+        - "Brand awareness metrics"
+      behavior:
+        - "Email engagement (open, click)"
+        - "Content engagement"
+        - "Landing page performance"
+      outcomes:
+        - "Conversions by channel"
+        - "ROAS by campaign"
+        - "Attribution analysis"
+
+  product_dashboard:
+    purpose: "Product usage and health"
+    audience: "CPO, Product team"
+    frequency: "Daily/Weekly"
+    metrics:
+      acquisition:
+        - "New sign-ups"
+        - "Trial starts"
+        - "Feature discovery rate"
+      behavior:
+        - "DAU / WAU / MAU"
+        - "Feature adoption rates"
+        - "Time in product"
+        - "Actions per session"
+      outcomes:
+        - "Activation rate"
+        - "Retention curves"
+        - "Product-qualified leads"
+        - "Feature-level NPS"
+
+  customer_success_dashboard:
+    purpose: "Customer health and retention"
+    audience: "CCO, CS team"
+    frequency: "Daily/Weekly"
+    metrics:
+      acquisition:
+        - "New accounts onboarded"
+        - "Expansion opportunities"
+      behavior:
+        - "Health Score"
+        - "Engagement trends"
+        - "Support ticket volume"
+        - "NPS responses"
+      outcomes:
+        - "Churn rate"
+        - "Net Revenue Retention"
+        - "Customer Lifetime Value"
+        - "Expansion revenue"
+
+  sales_dashboard:
+    purpose: "Sales performance and pipeline"
+    audience: "CRO, Sales team"
+    frequency: "Daily/Weekly"
+    metrics:
+      acquisition:
+        - "Leads received"
+        - "SQLs generated"
+        - "Meetings booked"
+      behavior:
+        - "Pipeline velocity"
+        - "Win rate by stage"
+        - "Average deal cycle"
+        - "Activity metrics"
+      outcomes:
+        - "Revenue closed"
+        - "Average deal size"
+        - "Quota attainment"
+        - "Forecast accuracy"
+```
+
+### Leading vs Lagging Indicator Balance
+
+```yaml
+leading_lagging_balance:
+
+  principle: |
+    Dashboards should have a mix of leading (predictive)
+    and lagging (result) indicators. Leading indicators
+    give you time to act before outcomes change.
+
+  ideal_ratio:
+    leading: "40-50%"
+    lagging: "50-60%"
+
+  examples:
+
+    revenue_dashboard:
+      lagging:
+        - "Revenue (what happened)"
+        - "Churn rate (what happened)"
+      leading:
+        - "Pipeline value (predicts revenue)"
+        - "Health Score (predicts churn)"
+        - "NPS (predicts retention)"
+
+    product_dashboard:
+      lagging:
+        - "Retention rate (what happened)"
+        - "CLTV (what happened)"
+      leading:
+        - "Activation rate (predicts retention)"
+        - "Feature adoption (predicts value)"
+        - "Weekly Active Users (predicts retention)"
+
+  diagnostic_question: |
+    "Can we predict the lagging metrics using the
+    leading metrics in this dashboard?"
+    If yes → good balance
+    If no → add more leading indicators
+```
+
+---
+
+## Storytelling with Data
+
+### The Narrative Framework
+
+```
+┌─────────────────────────────────────────────────────────────────┐
+│                  DATA STORYTELLING FRAMEWORK                     │
+├─────────────────────────────────────────────────────────────────┤
+│                                                                  │
+│  EVERY DASHBOARD TELLS A STORY:                                 │
+│                                                                  │
+│  1. SETUP (Context)                                             │
+│     "Here's where we are and where we're trying to go"          │
+│     → Headline metrics vs targets                               │
+│                                                                  │
+│  2. CONFLICT (Problem)                                          │
+│     "Here's what's not working or needs attention"              │
+│     → Anomalies, misses, concerning trends                      │
+│                                                                  │
+│  3. RESOLUTION (Insight)                                        │
+│     "Here's why it's happening"                                 │
+│     → Root cause analysis, segment breakdown                    │
+│                                                                  │
+│  4. CALL TO ACTION (Next Steps)                                 │
+│     "Here's what we should do about it"                         │
+│     → Specific recommendations                                   │
+│                                                                  │
+└─────────────────────────────────────────────────────────────────┘
+```
+
+### The So What Framework for Storytelling
+
+```yaml
+so_what_storytelling:
+
+  section_1_so_what:
+    question: "Por que isso importa?"
+    dashboard_element: "Context card or subtitle"
+    template: |
+      "[METRIC] is currently at [VALUE], which is [X%] [above/below]
+      our target of [TARGET]. This matters because [BUSINESS IMPACT]."
+    example: |
+      "MRR is currently at R$450k, which is 10% below our target
+      of R$500k. This matters because we need R$6M ARR by December
+      to hit our funding milestone."
+
+  section_2_what_changed:
+    question: "O que mudou desde a última análise?"
+    dashboard_element: "Comparison indicators and trend lines"
+    template: |
+      "Compared to [PREVIOUS PERIOD], [METRIC] has [increased/decreased]
+      by [X%]. The main changes were:
+      • [CHANGE 1]
+      • [CHANGE 2]
+      • [CHANGE 3]"
+    example: |
+      "Compared to last month, MRR has decreased by 2%. The main changes were:
+      • New MRR down 15% (fewer large deals closed)
+      • Churn MRR up 8% (3 enterprise accounts cancelled)
+      • Expansion MRR flat (no significant upsells)"
+
+  section_3_why:
+    question: "Por que mudou?"
+    dashboard_element: "Breakdown charts and diagnostic metrics"
+    template: |
+      "The [change] is primarily driven by:
+      1. [ROOT CAUSE 1] contributing [X%]
+      2. [ROOT CAUSE 2] contributing [Y%]
+      Evidence: [DATA POINT]"
+    example: |
+      "The MRR decline is primarily driven by:
+      1. Sales team vacancy (2 reps quit) contributing 60%
+      2. Enterprise churn (lost 3 accounts to competitor) contributing 40%
+      Evidence: Win rate dropped from 35% to 22%, and churn was
+      concentrated in accounts with <6 months tenure."
+
+  section_4_now_what:
+    question: "O que vamos fazer?"
+    dashboard_element: "Recommendation box or action items"
+    template: |
+      "Recommended actions:
+      1. [ACTION 1] - Owner: [NAME] - Due: [DATE]
+      2. [ACTION 2] - Owner: [NAME] - Due: [DATE]
+      Expected impact: [PROJECTED CHANGE]"
+    example: |
+      "Recommended actions:
+      1. Accelerate sales hiring (2 reps by March) - Owner: CRO - Due: Mar 15
+      2. Executive review of 3 churned accounts for learnings - Owner: CCO - Due: This week
+      3. Implement early warning system for <6mo accounts - Owner: CS Ops - Due: Mar 1
+      Expected impact: Return to target MRR growth by Q2"
+```
+
+### Visual Storytelling Techniques
+
+```yaml
+visual_storytelling:
+
+  technique_1_progressive_disclosure:
+    description: "Reveal information in layers"
+    implementation:
+      level_1: "Summary (the answer)"
+      level_2: "Supporting data (the evidence)"
+      level_3: "Detail (the raw data)"
+    benefit: "Audience can go as deep as they want"
+
+  technique_2_annotation_layers:
+    description: "Add context to charts"
+    types:
+      events: "Mark when campaigns launched, features shipped"
+      anomalies: "Highlight unusual data points"
+      explanations: "Add text explaining changes"
+    implementation: "Overlay on line charts, callout boxes"
+
+  technique_3_guided_analysis:
+    description: "Lead viewer through the story"
+    elements:
+      numbers: "1, 2, 3... sequence of attention"
+      arrows: "Visual flow between elements"
+      highlighting: "Bold important numbers"
+      summary_box: "Key takeaway at top"
+
+  technique_4_comparison_framing:
+    description: "Make changes obvious"
+    techniques:
+      before_after: "Side by side comparison"
+      target_vs_actual: "Bar chart with target line"
+      indexed_charts: "Start at 100, show relative change"
+      sparklines: "Inline trend context"
+
+  technique_5_emotional_cues:
+    description: "Use visual cues for meaning"
+    colors:
+      red: "Needs attention, bad"
+      green: "Good, on track"
+      yellow: "Warning, watch"
+    icons:
+      up_arrow: "Increasing (add color for good/bad)"
+      down_arrow: "Decreasing (add color for good/bad)"
+      warning: "Alert, needs investigation"
+      checkmark: "Target hit, goal achieved"
+```
+
+### Dashboard Narrative Templates
+
+```yaml
+narrative_templates:
+
+  executive_update:
+    structure:
+      - title: "Performance Summary"
+        content: "1-3 sentence headline of status"
+      - title: "Key Wins"
+        content: "2-3 positive highlights with evidence"
+      - title: "Areas of Concern"
+        content: "2-3 issues with root cause"
+      - title: "Recommended Actions"
+        content: "Prioritized list with owners"
+      - title: "Outlook"
+        content: "Forecast for next period"
+
+  anomaly_alert:
+    structure:
+      - title: "What Happened"
+        content: "[METRIC] [increased/decreased] by [X%]"
+      - title: "Impact"
+        content: "This affects [BUSINESS OUTCOME] by [HOW]"
+      - title: "Root Cause"
+        content: "[EXPLANATION] based on [EVIDENCE]"
+      - title: "Recommended Action"
+        content: "[SPECIFIC ACTION] by [OWNER] by [DATE]"
+
+  weekly_digest:
+    structure:
+      - title: "Week in Numbers"
+        content: "5-7 key metrics with WoW change"
+      - title: "Biggest Mover"
+        content: "Highlight of most significant change"
+      - title: "Trend Watch"
+        content: "Patterns developing over multiple weeks"
+      - title: "This Week's Focus"
+        content: "What to prioritize based on data"
+```
+
+---
+
+## Dashboard Types and Templates
+
+### Executive Dashboard Template
+
+```yaml
+executive_dashboard_template:
+
+  layout:
+    header:
+      - company_name
+      - date_range
+      - refresh_timestamp
+
+    row_1_headline:
+      elements:
+        - north_star_metric:
+            size: "large"
+            comparisons: ["vs target", "vs last period"]
+            trend: "sparkline"
+        - secondary_metric_1:
+            size: "medium"
+            comparison: "vs target"
+        - secondary_metric_2:
+            size: "medium"
+            comparison: "vs target"
+
+    row_2_kpis:
+      title: "Key Performance Indicators"
+      elements:
+        - kpi_1: "with target gauge"
+        - kpi_2: "with target gauge"
+        - kpi_3: "with target gauge"
+        - kpi_4: "with target gauge"
+
+    row_3_trends:
+      elements:
+        - trend_chart_1:
+            type: "line"
+            period: "last 12 weeks"
+            annotations: "major events"
+        - trend_chart_2:
+            type: "line"
+            period: "last 12 weeks"
+
+    row_4_breakdowns:
+      elements:
+        - breakdown_1:
+            type: "bar chart"
+            dimension: "by channel"
+        - breakdown_2:
+            type: "table"
+            dimension: "top 5 segments"
+
+    footer:
+      - insights_summary
+      - recommended_actions
+      - data_freshness_note
+
+  metrics_checklist:
+    headline:
+      - "Primary business objective metric"
+    kpis:
+      - "Revenue/ARR/MRR"
+      - "Customer count"
+      - "Growth rate"
+      - "Retention/Churn"
+    supporting:
+      - "By segment breakdown"
+      - "Trend over time"
+      - "Pipeline/forecast"
+```
+
+### Marketing Dashboard Template
+
+```yaml
+marketing_dashboard_template:
+
+  layout:
+    header:
+      - period_selector
+      - channel_filter
+      - campaign_filter
+
+    row_1_funnel:
+      elements:
+        - funnel_visualization:
+            stages: ["Traffic", "Leads", "MQLs", "SQLs", "Customers"]
+            show_conversion_rates: true
+        - summary_stats:
+            - "Total spend"
+            - "Total leads"
+            - "Cost per lead"
+
+    row_2_channels:
+      title: "Performance by Channel"
+      elements:
+        - channel_comparison:
+            type: "bar chart"
+            metrics: ["Traffic", "Conversions", "ROAS"]
+        - channel_trend:
+            type: "line chart"
+            period: "last 8 weeks"
+
+    row_3_campaigns:
+      title: "Campaign Performance"
+      elements:
+        - campaign_table:
+            columns: ["Campaign", "Spend", "Leads", "CPL", "Conversions", "ROAS"]
+            sort: "by ROAS descending"
+            highlight: "top and bottom performers"
+
+    row_4_content:
+      title: "Content Performance"
+      elements:
+        - top_performing_content:
+            metrics: ["Views", "Engagement", "Conversions"]
+        - landing_page_performance:
+            metrics: ["Traffic", "Bounce Rate", "Conversion Rate"]
+
+    footer:
+      - "Attribution note"
+      - "Next actions"
+
+  metrics_checklist:
+    acquisition:
+      - "Traffic by source"
+      - "Cost per click"
+      - "Impressions/Reach"
+    behavior:
+      - "Bounce rate"
+      - "Pages per session"
+      - "Email open/click rates"
+    outcomes:
+      - "Leads generated"
+      - "Cost per lead"
+      - "ROAS by channel"
+      - "Attribution analysis"
+```
+
+### Product Dashboard Template
+
+```yaml
+product_dashboard_template:
+
+  layout:
+    header:
+      - period_selector
+      - user_segment_filter
+      - feature_filter
+
+    row_1_engagement:
+      elements:
+        - dau_wau_mau:
+            type: "line chart"
+            show_ratios: true
+        - stickiness:
+            metric: "DAU/MAU"
+            trend: "sparkline"
+        - time_in_product:
+            metric: "avg session duration"
+            comparison: "vs last week"
+
+    row_2_activation:
+      title: "Activation & Onboarding"
+      elements:
+        - activation_funnel:
+            stages: ["Signup", "Setup Complete", "First Value", "Habit"]
+        - time_to_value:
+            metric: "median time to first value"
+            trend: "over time"
+
+    row_3_features:
+      title: "Feature Adoption"
+      elements:
+        - feature_adoption_matrix:
+            type: "heatmap"
+            dimensions: ["Feature", "User Segment"]
+        - feature_usage_trend:
+            type: "line chart"
+            top_features: 5
+
+    row_4_retention:
+      title: "Retention"
+      elements:
+        - retention_curve:
+            type: "cohort retention chart"
+            cohorts: "last 6 months"
+        - retention_by_segment:
+            type: "bar chart"
+            segments: ["by plan", "by acquisition source"]
+
+    footer:
+      - "Recent releases impact"
+      - "Experiment results"
+      - "Product roadmap link"
+
+  metrics_checklist:
+    acquisition:
+      - "New signups"
+      - "Trial starts"
+    behavior:
+      - "DAU/WAU/MAU"
+      - "Feature adoption %"
+      - "Session duration"
+      - "Actions per session"
+    outcomes:
+      - "Activation rate"
+      - "Retention curves"
+      - "NPS score"
+      - "Product-qualified leads"
+```
+
+### Customer Success Dashboard Template
+
+```yaml
+customer_success_dashboard_template:
+
+  layout:
+    header:
+      - period_selector
+      - customer_segment_filter
+      - csm_filter
+
+    row_1_health:
+      elements:
+        - health_score_distribution:
+            type: "stacked bar or donut"
+            segments: ["Healthy", "At Risk", "Critical"]
+        - health_trend:
+            type: "line chart"
+            metric: "average health score"
+        - accounts_needing_attention:
+            type: "count"
+            filter: "health < threshold"
+
+    row_2_retention:
+      title: "Retention & Churn"
+      elements:
+        - churn_rate:
+            metric: "monthly churn %"
+            comparisons: ["vs target", "vs last month"]
+        - nrr:
+            metric: "Net Revenue Retention"
+            trend: "sparkline"
+        - churn_reasons:
+            type: "bar chart"
+            dimension: "by reason"
+
+    row_3_engagement:
+      title: "Customer Engagement"
+      elements:
+        - engagement_metrics:
+            - "Login frequency"
+            - "Feature usage"
+            - "Support tickets"
+        - nps_trend:
+            type: "line chart"
+            show_response_rate: true
+
+    row_4_accounts:
+      title: "Account Details"
+      elements:
+        - at_risk_accounts:
+            type: "table"
+            columns: ["Account", "MRR", "Health", "Last Activity", "Owner"]
+            sort: "by health ascending"
+        - expansion_opportunities:
+            type: "table"
+            columns: ["Account", "Current MRR", "Potential", "Stage"]
+
+    footer:
+      - "CSM performance summary"
+      - "Playbook execution status"
+      - "Quarterly review schedule"
+
+  metrics_checklist:
+    health:
+      - "Health score distribution"
+      - "Engagement metrics"
+      - "Support sentiment"
+    retention:
+      - "Churn rate"
+      - "NRR"
+      - "Renewal rate"
+    expansion:
+      - "Expansion MRR"
+      - "Upsell pipeline"
+      - "CLTV"
+```
+
+---
+
+## Implementation Process
+
+### Phase 1: Discovery (Week 1)
+
+```yaml
+phase_1_discovery:
+
+  day_1_2_stakeholder_interviews:
+    participants:
+      - "Executive sponsor"
+      - "Primary dashboard users"
+      - "Data team"
+    questions:
+      - "What decisions do you make with data?"
+      - "What questions do you ask most often?"
+      - "What's missing from current dashboards?"
+      - "What's the most important metric to you?"
+      - "How often do you check metrics?"
+    output: "Stakeholder needs summary"
+
+  day_3_4_current_state_audit:
+    tasks:
+      - "Inventory existing dashboards"
+      - "Identify data sources"
+      - "Assess data quality"
+      - "Document technical constraints"
+    output: "Current state assessment"
+
+  day_5_dmmm_workshop:
+    participants: "Key stakeholders"
+    agenda:
+      - "Define business objectives"
+      - "Identify goals per objective"
+      - "Select KPIs per goal"
+      - "Set targets"
+      - "Define segments"
+    output: "Completed DMMM framework"
+```
+
+### Phase 2: Design (Week 2)
+
+```yaml
+phase_2_design:
+
+  day_1_2_metric_selection:
+    tasks:
+      - "Apply So What Test to all proposed metrics"
+      - "Remove metrics that fail"
+      - "Transform metrics where possible"
+      - "Define calculation logic for each"
+    output: "Final metric list with definitions"
+
+  day_3_wireframing:
+    tasks:
+      - "Sketch layout options"
+      - "Apply information hierarchy"
+      - "Determine drill-down paths"
+      - "Plan mobile view (if needed)"
+    output: "Wireframe mockups"
+
+  day_4_design_review:
+    participants: "Stakeholders"
+    agenda:
+      - "Present wireframes"
+      - "Validate metric selection"
+      - "Confirm hierarchy"
+      - "Gather feedback"
+    output: "Approved design"
+
+  day_5_technical_spec:
+    tasks:
+      - "Define data requirements"
+      - "Specify calculations"
+      - "Document refresh logic"
+      - "Plan alerts/notifications"
+    output: "Technical specification"
+```
+
+### Phase 3: Build (Week 3-4)
+
+```yaml
+phase_3_build:
+
+  week_3_data_layer:
+    tasks:
+      - "Create/validate data sources"
+      - "Build metrics calculations"
+      - "Implement refresh jobs"
+      - "Set up data quality checks"
+    output: "Working data layer"
+
+  week_4_day_1_3_visualization:
+    tasks:
+      - "Build charts and visualizations"
+      - "Implement filters"
+      - "Add comparisons and trends"
+      - "Apply styling and branding"
+    output: "Visual dashboard"
+
+  week_4_day_4_interactivity:
+    tasks:
+      - "Add drill-down functionality"
+      - "Implement alerts"
+      - "Set up scheduled delivery"
+      - "Configure permissions"
+    output: "Interactive dashboard"
+
+  week_4_day_5_qa:
+    tasks:
+      - "Validate calculations"
+      - "Test all filters"
+      - "Check performance"
+      - "User acceptance testing"
+    output: "QA sign-off"
+```
+
+### Phase 4: Launch & Iterate (Week 5+)
+
+```yaml
+phase_4_launch:
+
+  soft_launch:
+    tasks:
+      - "Deploy to pilot users"
+      - "Gather feedback"
+      - "Fix issues"
+      - "Document learnings"
+    duration: "1 week"
+
+  full_launch:
+    tasks:
+      - "Train all users"
+      - "Document usage guide"
+      - "Set up support channel"
+      - "Announce to organization"
+    duration: "1 day"
+
+  iteration:
+    weekly:
+      - "Monitor usage metrics"
+      - "Collect user feedback"
+      - "Quick fixes and improvements"
+    monthly:
+      - "Review metric relevance"
+      - "Add/remove metrics based on So What Test"
+      - "Update targets"
+    quarterly:
+      - "Deep review of dashboard effectiveness"
+      - "Major redesign if needed"
+      - "Alignment with new business priorities"
+```
+
+---
+
+## Common Pitfalls and Solutions
+
+### Dashboard Pitfalls
+
+```yaml
+dashboard_pitfalls:
+
+  pitfall_1_too_many_metrics:
+    symptom: "Dashboard has 20+ metrics"
+    problem: "Users don't know where to look"
+    solution:
+      - "Apply So What Test ruthlessly"
+      - "Move detail to drill-down"
+      - "Target: 8-12 metrics on main view"
+    kaushik_quote: |
+      "If everything is important, nothing is important.
+      Choose or lose."
+
+  pitfall_2_no_context:
+    symptom: "Numbers without comparison"
+    problem: "Can't tell if good or bad"
+    solution:
+      - "Add vs target comparison"
+      - "Add vs previous period"
+      - "Add directional indicators"
+    example:
+      bad: "Revenue: R$150,000"
+      good: "Revenue: R$150,000 (+12% MoM, 95% of target)"
+
+  pitfall_3_no_story:
+    symptom: "Just numbers on a page"
+    problem: "No insight, no action"
+    solution:
+      - "Add narrative sections"
+      - "Include recommendations"
+      - "Explain the 'why'"
+    example:
+      bad: "Churn: 5%"
+      good: "Churn: 5% (up from 3%) - driven by enterprise segment, recommend executive review of top 3 accounts"
+
+  pitfall_4_wrong_audience:
+    symptom: "CEO dashboard has SQL queries"
+    problem: "Mismatch between data and user"
+    solution:
+      - "Define audience clearly"
+      - "Adjust detail level"
+      - "Create role-specific views"
+
+  pitfall_5_stale_data:
+    symptom: "Data updated monthly for daily decisions"
+    problem: "Decisions based on outdated info"
+    solution:
+      - "Increase refresh frequency"
+      - "Show data freshness"
+      - "Alert when data is stale"
+
+  pitfall_6_vanity_metrics:
+    symptom: "Tracking likes, page views, impressions"
+    problem: "Feel good, no business impact"
+    solution:
+      - "Apply So What Test"
+      - "Replace with actionable metrics"
+      - "Focus on outcomes, not outputs"
+    example:
+      vanity: "10,000 page views"
+      actionable: "500 leads generated (5% conversion)"
+
+  pitfall_7_no_ownership:
+    symptom: "Beautiful dashboard no one uses"
+    problem: "No accountability for metrics"
+    solution:
+      - "Assign owner to each metric"
+      - "Include in regular reviews"
+      - "Tie to goals/OKRs"
+
+  pitfall_8_all_green_syndrome:
+    symptom: "Every metric shows green"
+    problem: "Targets too easy or wrong thresholds"
+    solution:
+      - "Review and adjust targets"
+      - "Use relative comparisons"
+      - "Highlight biggest movers, not just status"
+```
+
+### Quality Assurance Checklist
+
+```yaml
+dashboard_qa_checklist:
+
+  data_quality:
+    - [ ] All metrics calculated correctly
+    - [ ] Data refresh working as expected
+    - [ ] No null or missing values in key metrics
+    - [ ] Historical data complete
+    - [ ] Filters working correctly
+
+  design_quality:
+    - [ ] Information hierarchy clear
+    - [ ] Most important metrics most prominent
+    - [ ] Consistent color coding
+    - [ ] Readable on target devices
+    - [ ] Load time acceptable (<5 seconds)
+
+  actionability:
+    - [ ] Every metric passes So What Test
+    - [ ] Comparisons included (vs target, vs period)
+    - [ ] Trends visible
+    - [ ] Drill-down available
+    - [ ] Recommendations included
+
+  usability:
+    - [ ] Primary audience validated design
+    - [ ] Navigation intuitive
+    - [ ] Labels clear
+    - [ ] Help/documentation available
+    - [ ] Mobile view works (if required)
+
+  governance:
+    - [ ] Metric definitions documented
+    - [ ] Data sources documented
+    - [ ] Owners assigned
+    - [ ] Review cadence defined
+    - [ ] Feedback mechanism in place
+```
+
+---
+
+## Dashboard SQL Patterns
+
+### KPI Calculation Patterns
+
+```sql
+-- Pattern 1: Period over Period Comparison
+WITH current_period AS (
+  SELECT
+    SUM(revenue) as current_revenue,
+    COUNT(DISTINCT customer_id) as current_customers
+  FROM transactions
+  WHERE transaction_date >= DATE_TRUNC('month', CURRENT_DATE)
+),
+previous_period AS (
+  SELECT
+    SUM(revenue) as previous_revenue,
+    COUNT(DISTINCT customer_id) as previous_customers
+  FROM transactions
+  WHERE transaction_date >= DATE_TRUNC('month', CURRENT_DATE - INTERVAL '1 month')
+    AND transaction_date < DATE_TRUNC('month', CURRENT_DATE)
+)
+SELECT
+  c.current_revenue,
+  p.previous_revenue,
+  ROUND(100.0 * (c.current_revenue - p.previous_revenue) / NULLIF(p.previous_revenue, 0), 1) as pct_change,
+  CASE
+    WHEN c.current_revenue > p.previous_revenue THEN 'up'
+    WHEN c.current_revenue < p.previous_revenue THEN 'down'
+    ELSE 'flat'
+  END as direction
+FROM current_period c, previous_period p;
+```
+
+```sql
+-- Pattern 2: Target vs Actual
+WITH actuals AS (
+  SELECT
+    DATE_TRUNC('month', date) as month,
+    SUM(value) as actual_value
+  FROM metrics
+  WHERE metric_name = 'mrr'
+  GROUP BY 1
+),
+targets AS (
+  SELECT
+    month,
+    target_value
+  FROM metric_targets
+  WHERE metric_name = 'mrr'
+)
+SELECT
+  a.month,
+  a.actual_value,
+  t.target_value,
+  ROUND(100.0 * a.actual_value / NULLIF(t.target_value, 0), 1) as pct_of_target,
+  CASE
+    WHEN a.actual_value >= t.target_value THEN 'on_track'
+    WHEN a.actual_value >= t.target_value * 0.9 THEN 'at_risk'
+    ELSE 'off_track'
+  END as status
+FROM actuals a
+LEFT JOIN targets t ON a.month = t.month
+ORDER BY a.month;
+```
+
+```sql
+-- Pattern 3: Trend with Moving Average
+WITH daily_metrics AS (
+  SELECT
+    date,
+    SUM(value) as daily_value
+  FROM metrics
+  WHERE metric_name = 'signups'
+    AND date >= CURRENT_DATE - INTERVAL '90 days'
+  GROUP BY date
+)
+SELECT
+  date,
+  daily_value,
+  AVG(daily_value) OVER (
+    ORDER BY date
+    ROWS BETWEEN 6 PRECEDING AND CURRENT ROW
+  ) as seven_day_avg,
+  AVG(daily_value) OVER (
+    ORDER BY date
+    ROWS BETWEEN 29 PRECEDING AND CURRENT ROW
+  ) as thirty_day_avg
+FROM daily_metrics
+ORDER BY date;
+```
+
+```sql
+-- Pattern 4: Distribution/Segmentation
+WITH health_scores AS (
+  SELECT
+    customer_id,
+    health_score,
+    CASE
+      WHEN health_score >= 80 THEN 'Healthy'
+      WHEN health_score >= 50 THEN 'At Risk'
+      ELSE 'Critical'
+    END as health_status
+  FROM customer_health
+  WHERE snapshot_date = CURRENT_DATE
+)
+SELECT
+  health_status,
+  COUNT(*) as customer_count,
+  ROUND(100.0 * COUNT(*) / SUM(COUNT(*)) OVER(), 1) as pct_of_total,
+  SUM(CASE WHEN health_status = 'Healthy' THEN 1 ELSE 0 END) OVER() as healthy_total,
+  SUM(CASE WHEN health_status = 'At Risk' THEN 1 ELSE 0 END) OVER() as at_risk_total,
+  SUM(CASE WHEN health_status = 'Critical' THEN 1 ELSE 0 END) OVER() as critical_total
+FROM health_scores
+GROUP BY health_status
+ORDER BY
+  CASE health_status
+    WHEN 'Healthy' THEN 1
+    WHEN 'At Risk' THEN 2
+    WHEN 'Critical' THEN 3
+  END;
+```
+
+```sql
+-- Pattern 5: Funnel Conversion
+WITH funnel AS (
+  SELECT
+    'Traffic' as stage,
+    1 as stage_order,
+    COUNT(DISTINCT session_id) as count
+  FROM sessions
+  WHERE date >= CURRENT_DATE - INTERVAL '30 days'
+
+  UNION ALL
+
+  SELECT
+    'Signups' as stage,
+    2 as stage_order,
+    COUNT(DISTINCT user_id) as count
+  FROM users
+  WHERE created_at >= CURRENT_DATE - INTERVAL '30 days'
+
+  UNION ALL
+
+  SELECT
+    'Activated' as stage,
+    3 as stage_order,
+    COUNT(DISTINCT user_id) as count
+  FROM users
+  WHERE created_at >= CURRENT_DATE - INTERVAL '30 days'
+    AND activated = true
+
+  UNION ALL
+
+  SELECT
+    'Converted' as stage,
+    4 as stage_order,
+    COUNT(DISTINCT customer_id) as count
+  FROM customers
+  WHERE first_payment_date >= CURRENT_DATE - INTERVAL '30 days'
+)
+SELECT
+  stage,
+  count,
+  LAG(count) OVER (ORDER BY stage_order) as previous_stage_count,
+  ROUND(100.0 * count / NULLIF(LAG(count) OVER (ORDER BY stage_order), 0), 1) as conversion_rate,
+  ROUND(100.0 * count / NULLIF(FIRST_VALUE(count) OVER (ORDER BY stage_order), 0), 1) as cumulative_conversion
+FROM funnel
+ORDER BY stage_order;
+```
+
+### Alert Query Patterns
+
+```sql
+-- Pattern 6: Anomaly Detection (Simple)
+WITH daily_metrics AS (
+  SELECT
+    date,
+    value,
+    AVG(value) OVER (ORDER BY date ROWS BETWEEN 30 PRECEDING AND 1 PRECEDING) as avg_30d,
+    STDDEV(value) OVER (ORDER BY date ROWS BETWEEN 30 PRECEDING AND 1 PRECEDING) as stddev_30d
+  FROM metrics
+  WHERE metric_name = 'daily_signups'
+    AND date >= CURRENT_DATE - INTERVAL '60 days'
+)
+SELECT
+  date,
+  value,
+  avg_30d,
+  stddev_30d,
+  CASE
+    WHEN value > avg_30d + 2 * stddev_30d THEN 'high_anomaly'
+    WHEN value < avg_30d - 2 * stddev_30d THEN 'low_anomaly'
+    ELSE 'normal'
+  END as status,
+  ROUND((value - avg_30d) / NULLIF(stddev_30d, 0), 2) as z_score
+FROM daily_metrics
+WHERE date = CURRENT_DATE - INTERVAL '1 day'
+  AND (value > avg_30d + 2 * stddev_30d OR value < avg_30d - 2 * stddev_30d);
+```
+
+```sql
+-- Pattern 7: Threshold Alerts
+SELECT
+  metric_name,
+  current_value,
+  warning_threshold,
+  critical_threshold,
+  target,
+  CASE
+    WHEN current_value <= critical_threshold THEN 'critical'
+    WHEN current_value <= warning_threshold THEN 'warning'
+    WHEN current_value >= target THEN 'on_track'
+    ELSE 'below_target'
+  END as status,
+  owner_email
+FROM (
+  SELECT
+    'health_score_avg' as metric_name,
+    AVG(health_score) as current_value,
+    60 as warning_threshold,
+    50 as critical_threshold,
+    75 as target,
+    'cs@company.com' as owner_email
+  FROM customer_health
+  WHERE snapshot_date = CURRENT_DATE
+
+  UNION ALL
+
+  SELECT
+    'churn_rate' as metric_name,
+    churn_rate as current_value,
+    4 as warning_threshold,
+    5 as critical_threshold,
+    2 as target,
+    'cco@company.com' as owner_email
+  FROM monthly_churn
+  WHERE month = DATE_TRUNC('month', CURRENT_DATE)
+) alerts
+WHERE status IN ('critical', 'warning');
+```
+
+---
+
+## Tool Recommendations
+
+### BI Tool Selection
+
+```yaml
+bi_tool_selection:
+
+  for_small_teams:
+    google_data_studio:
+      pros: ["Free", "Google ecosystem integration", "Easy sharing"]
+      cons: ["Limited customization", "Performance with large data"]
+      best_for: "Marketing dashboards, basic reporting"
+
+    metabase:
+      pros: ["Open source", "SQL-friendly", "Self-hostable"]
+      cons: ["Limited enterprise features", "Fewer visualizations"]
+      best_for: "Product/engineering teams, SQL-savvy users"
+
+  for_mid_market:
+    tableau:
+      pros: ["Best visualizations", "Powerful analytics", "Large community"]
+      cons: ["Expensive", "Steep learning curve"]
+      best_for: "Data-heavy organizations, complex analysis"
+
+    looker:
+      pros: ["Data modeling layer", "Embedded analytics", "Google integration"]
+      cons: ["Complex setup", "Expensive"]
+      best_for: "Companies with data teams, product analytics"
+
+    power_bi:
+      pros: ["Microsoft integration", "Affordable", "Good for enterprise"]
+      cons: ["Less flexible", "Best with MS stack"]
+      best_for: "Microsoft shops, corporate environments"
+
+  for_enterprise:
+    domo:
+      pros: ["All-in-one platform", "Executive-friendly", "Alerts"]
+      cons: ["Very expensive", "Can be overwhelming"]
+      best_for: "Large enterprises, executive dashboards"
+
+    sisense:
+      pros: ["Embedded analytics", "Complex data handling"]
+      cons: ["Expensive", "Complex implementation"]
+      best_for: "Product analytics, embedded BI"
+
+  build_vs_buy:
+    build_custom:
+      when:
+        - "Highly specific requirements"
+        - "Need full control"
+        - "Strong engineering team"
+      tech_stack: "React + D3.js + SQL backend"
+
+    buy_tool:
+      when:
+        - "Standard dashboarding needs"
+        - "Quick time to value"
+        - "Limited engineering resources"
+```
+
+### Integration Patterns
+
+```yaml
+integration_patterns:
+
+  data_warehouse_first:
+    description: "All data flows to warehouse, BI reads from warehouse"
+    architecture:
+      sources: ["CRM", "Product DB", "Marketing tools"]
+      etl: ["Fivetran", "Airbyte", "Custom scripts"]
+      warehouse: ["BigQuery", "Snowflake", "Redshift"]
+      bi_tool: "Connects to warehouse"
+    pros: ["Single source of truth", "Consistent metrics"]
+    cons: ["More complex", "Latency"]
+
+  direct_connection:
+    description: "BI tool connects directly to sources"
+    architecture:
+      bi_tool: "Connects to each source"
+    pros: ["Simple", "Real-time"]
+    cons: ["No single source of truth", "Metric inconsistency"]
+
+  hybrid:
+    description: "Critical metrics in warehouse, real-time direct"
+    architecture:
+      historical: "Warehouse"
+      real_time: "Direct connections"
+    pros: ["Balance of consistency and freshness"]
+    cons: ["More complex to manage"]
+```
+
+---
+
+## Output Deliverables
+
+```yaml
+deliverables:
+
+  primary:
+    dmmm_framework_document:
+      description: |
+        Completed DMMM framework with:
+        - Business objectives
+        - Goals per objective
+        - KPIs per goal
+        - Targets per KPI
+        - Segments per target
+
+    dashboard_specification:
+      description: |
+        Complete specification including:
+        - Metric definitions
+        - Calculation logic
+        - Data sources
+        - Refresh frequency
+        - Alert thresholds
+
+    functional_dashboard:
+      description: |
+        Working dashboard with:
+        - All specified metrics
+        - Proper hierarchy
+        - Drill-down capability
+        - Mobile view (if required)
+
+  secondary:
+    so_what_audit:
+      description: |
+        Documentation of So What Test results:
+        - Metrics that passed
+        - Metrics transformed
+        - Metrics removed
+        - Action playbooks per metric
+
+    user_guide:
+      description: |
+        Documentation for users:
+        - How to read the dashboard
+        - What each metric means
+        - How to drill down
+        - Who to contact for issues
+
+  optional:
+    alert_configuration:
+      description: |
+        Automated alerts setup:
+        - Threshold definitions
+        - Notification channels
+        - Escalation paths
+
+    training_materials:
+      description: |
+        Materials for user training:
+        - Walkthrough video
+        - FAQ document
+        - Best practices guide
+```
+
+---
+
+## Quality Checklist
+
+### Pre-Build Checklist
+
+```yaml
+pre_build_checklist:
+  - [ ] DMMM framework completed with stakeholders
+  - [ ] So What Test applied to all metrics
+  - [ ] Primary audience defined
+  - [ ] Data sources identified and validated
+  - [ ] Wireframes approved
+  - [ ] Technical spec completed
+  - [ ] Refresh frequency agreed
+  - [ ] Alert thresholds defined
+```
+
+### Post-Build Checklist
+
+```yaml
+post_build_checklist:
+  - [ ] All metrics calculating correctly
+  - [ ] Comparisons (vs target, vs period) working
+  - [ ] Filters functional
+  - [ ] Drill-down paths working
+  - [ ] Mobile view acceptable (if required)
+  - [ ] Load time acceptable (<5 seconds)
+  - [ ] Alerts firing correctly
+  - [ ] User acceptance testing complete
+```
+
+### Ongoing Checklist
+
+```yaml
+ongoing_checklist:
+  weekly:
+    - [ ] Data refreshing correctly
+    - [ ] No broken visualizations
+    - [ ] Alerts reviewed
+  monthly:
+    - [ ] Metrics still passing So What Test
+    - [ ] User feedback collected
+    - [ ] Targets reviewed
+  quarterly:
+    - [ ] Full review of dashboard effectiveness
+    - [ ] Alignment with current business priorities
+    - [ ] Consider redesign if needed
+```
+
+---
+
+## Integration with Other Tasks
+
+### Related Data Pack Tasks
+
+```yaml
+related_tasks:
+
+  calculate_clv:
+    integration: "CLV metrics in customer dashboard"
+    value: "Show customer value segmentation"
+
+  segment_rfm:
+    integration: "RFM segments as filter/breakdown"
+    value: "Understand behavior by customer type"
+
+  design_health_score:
+    integration: "Health score distribution in CS dashboard"
+    value: "Monitor customer health trends"
+
+  predict_churn:
+    integration: "Churn predictions as alert source"
+    value: "Proactive intervention"
+
+  build_attribution:
+    integration: "Attribution in marketing dashboard"
+    value: "Understand channel contribution"
+
+  define_north_star:
+    integration: "North Star as headline metric"
+    value: "Focus entire dashboard around key metric"
+```
+
+---
+
+## Glossary
+
+```yaml
+glossary:
+
+  dmmm:
+    full_name: "Digital Marketing & Measurement Model"
+    definition: "Framework de Avinash Kaushik para estruturar métricas de negócio"
+
+  so_what_test:
+    definition: "Teste para validar se uma métrica gera ação"
+
+  north_star_metric:
+    definition: "A única métrica mais importante que reflete valor entregue ao cliente"
+
+  kpi:
+    full_name: "Key Performance Indicator"
+    definition: "Métrica chave que indica progresso em um objetivo"
+
+  vanity_metric:
+    definition: "Métrica que parece boa mas não indica sucesso real"
+
+  leading_indicator:
+    definition: "Métrica preditiva que antecipa resultados futuros"
+
+  lagging_indicator:
+    definition: "Métrica de resultado que mostra o que já aconteceu"
+
+  dashboard_hierarchy:
+    definition: "Organização visual de métricas por importância"
+
+  drill_down:
+    definition: "Capacidade de ir de visão geral para detalhe"
+
+  sparkline:
+    definition: "Mini gráfico de tendência inline com métrica"
+
+  data_storytelling:
+    definition: "Técnica de apresentar dados como narrativa com início, conflito e resolução"
+```
+
+---
+
+## Version History
+
+```yaml
+version: "1.0"
+created: "2026-01-23"
+primary_agent: "Avinash Kaushik"
+lines: "1600+"
+
+changelog:
+  - "1.0: Task inicial criado com DMMM framework completo"
+  - "1.0: So What Test framework com exemplos"
+  - "1.0: Dashboard design principles detalhados"
+  - "1.0: Metric hierarchy (acquisition, behavior, outcomes)"
+  - "1.0: Storytelling with data framework"
+  - "1.0: Templates para Executive, Marketing, Product, CS dashboards"
+  - "1.0: SQL patterns para KPIs e alertas"
+  - "1.0: Implementation process completo"
+  - "1.0: Common pitfalls e solutions"
+```
+
+---
+
+*Data Intelligence Pack - Task: Create Dashboard*
+*Primary Agent: Avinash Kaushik*
+*Framework: DMMM + So What Test + Data Storytelling*