Internal dashboard
Marketing Adapters
Marketing Adapters is an internal platform that centralizes and standardizes marketing data across multiple media platforms. I redesigned the dashboard to turn fragmented integrations into a unified system where teams can monitor adapter health, validate data, and act on campaign performance in real time.
Team
MarTech
Timeline
Sept. 2024 - Dec. 2024
My Role
Product Designer
Overview
Marketing data across platforms was fragmented, inconsistent, and difficult to trust. Teams relied on multiple tools and manual checks just to confirm whether data was flowing correctly, which made it harder to catch issues early and optimize campaigns with confidence.
I redesigned the dashboard experience to give teams a single place to monitor adapter health, validate data, and respond to issues before they reached downstream reporting.
Problem
There was no centralized view of adapters, limited visibility into data health and freshness, and inconsistent structures across integrations that made comparison difficult.
Issues were detected late, often only after stale or unreliable data had already shaped reporting, which eroded team confidence in the numbers and made it hard to measure performance or optimize marketing spend.
Discovery
I started by analyzing how teams currently monitored and validated marketing data — what tools they reached for, where they lost confidence, and where issues slipped through. I mapped the gaps in visibility across adapter health, status, and data flow to understand what a centralized system needed to surface.
I partnered with marketing, campaign, analytics, and data teams to:
Walk through how they currently detected and triaged data issues
Identify the signals they needed to trust the data without manual checks
Understand how a standardized cross-platform view would change their workflow
Three findings shaped the design: users didn't trust the data because they couldn't see whether it was complete or fresh, ingestion and API issues went unnoticed until they hit downstream reports, and monitoring alone wasn't enough — users needed clear signals on what required attention.
Approach
Unify the entry experience
The dashboard leads with health status, data freshness, and validation signals so teams can assess reliability instantly rather than checking multiple tools.
Replace the never-ending scroll
Integrated alerting and notifications surface issues the moment they happen, eliminating the silent failures that used to go undetected until reporting was already wrong.
Design for scale
The experience highlights what needs attention rather than asking users to dig for it, so teams can move directly to resolving issues instead of hunting them down.
Impact
The redesigned dashboard turned marketing adapters from scattered, fragile integrations into a centralized, observable system. It enables teams to:
Monitor adapter health and data flow in one place instead of across fragmented platforms
Detect issues earlier through surfaced alerts and validation signals
Optimize campaigns with more reliable, standardized data
Trust downstream reporting and analytics with greater confidence
At a business level, this work contributes to broader marketing modernization efforts focused on efficiency, better decision making, and long-term revenue growth.
My Projects
Cameron McKalvey
