Abstract

In the era of data-driven decision-making, Business Intelligence (BI) dashboards have emerged as strategic enablers that consolidate organizational data into actionable insights. However, executive leadership often faces “visibility gaps” — disconnects between real-time marketing performance data and strategic governance oversight. This review paper examines how advanced BI dashboard frameworks address these visibility gaps within strategic marketing governance systems. It explores data integration architectures, visualization models, and governance mechanisms that enhance transparency, accountability, and strategic agility. The paper synthesizes findings from recent studies on BI maturity models, KPI alignment, and executive decision workflows to highlight how dashboards serve as both analytical tools and governance instruments. Furthermore, it analyzes how emerging technologies such as predictive analytics, natural language processing, and AI-driven visualization optimize executive insight into marketing ROI, campaign attribution, and customer engagement trends. The review concludes with recommendations for implementing adaptive BI dashboards that integrate governance principles, enhance cross-functional communication, and strengthen executive situational awareness. By aligning data visibility with strategic objectives, organizations can bridge the gap between marketing execution and executive oversight, ensuring better governance and more informed decision-making in dynamic market environments.