Your numbers,
hung where
decisions get made.

MADDS builds analytics that people actually open — clean metrics, dashboards designed around real questions, and charts that make the next decision obvious. Not more charts. Better ones.

  • Metric design
  • Dashboards
  • Forecasting
  • Reporting

01 The chart wall

Start with the question, not the chart.

A chart earns its space only when it answers something specific. Pick the decision you need to make and the wall changes shape around it.

Decision view The wall changes with the question
+31% trend
Use a line when

Direction is the decision.

Keep the eye on pace, inflection and momentum. The shape matters more than any single point.

Keeptime on one axis · one primary measure · annotations at turning points
Best: North
Use bars when

Magnitude needs a winner.

Put comparable categories on one baseline and make the gap obvious before the labels are read.

Keepa zero baseline · direct ordering · one accent for the comparison that matters
42%Enterprise Enterprise 42%Growth 28%Core 19%Other 11%
Use a donut when

The whole is the reference point.

Composition works when the parts truly add to one meaningful total and there are only a few pieces to compare.

Keepfew slices · direct labels · the most important share anchored first
Use a waterfall when

The result needs an explanation.

Bridge the starting point to the ending point and show every material force that moved it.

Keepone starting total · signed drivers · one reconciled ending total
Strong relationship
Use a scatter when

The relationship is the question.

Show every observation. Let the pattern reveal whether two measures move together, diverge or contain useful outliers.

Keepraw points · a restrained trend guide · outliers visible, never hidden
Use a heatmap when

Density is the signal.

Turn a dense table into a spatial pattern so concentration, dead zones and recurring peaks become visible at a glance.

Keepconsistent bins · one sequential scale · the darkest cell reserved for the strongest signal

02 The guided tour

A chart should tell you where to look.

Instead of dropping a chart into a dashboard and hoping it explains itself, we choreograph the reading order: baseline, disruption, intervention, result.

Story playback01/04
Revenue against planApr — Feb
1007550250AprJunAugOctDecFeb GOAL

Design principle The chart reveals the data. The tour reveals the decision.

03 Desk nameplates

One data set, three desks.

The same warehouse, framed for the person looking at it. We build every view on one set of metric definitions — so nobody spends the meeting arguing about whose number is right.

04 Dashboard autopsy

Every screen gets taken apart.

Here is a dashboard we shipped, opened up on the bench. Four decisions sit behind every screen we build: density, hierarchy, colour and defaults. Tap a marker to see why it is where it is.

Revenue operations · last 30 days vs plan
Revenue₹4.2 Cr+6.1%
Margin31.4%+0.8 pt
Pipeline₹11.6 Cr−2.3%
Cash days47+3
  • North82
  • West64
  • South51
  • East38
  • Export22
  • Enterpriseon plan+4.2%
  • Mid-marketwatch−1.6%
  • SMBon plan+2.9%
  1. Four KPIs and one main chart. If a number does not change a decision this week, it waits outside the frame. Crowded dashboards get closed.

  2. The question the dashboard exists to answer gets the biggest mark on the screen. Supporting detail shrinks to the rails, where it belongs.

  3. One accent, reserved for what needs action. Everything else is ink. When everything is coloured, nothing is.

  4. It opens on the view people actually need — last 30 days against plan. Filters arrive pre-set, never blank. Nobody builds their first view.

05 The outcome wall

What clients actually get.

Measured 90 days after launch across recent analytics engagements. Averages, not highlights — the same view we would put in front of you if you were the client.

  1. Manual reporting time, reduced62%

    Two days a month of copy-paste, gone. The report writes itself overnight.

  2. Forecast accuracy at day 9096%

    Forecasts people plan with — because the assumptions sit next to the line.

  3. Leaders opening dashboards weekly84%

    Adoption is the only scoreboard that matters. An unopened dashboard is just a report.

  4. Ad-hoc questions answered same day70%

    When the model is documented, follow-ups stop being projects.

Client names stay private — full case notes are shared on the first call.

Let’s put your numbers on the wall.

Bring the report that eats two days a month. We’ll show you the forty-minute version — and every design decision behind it.

MADDS Legal & policies

Privacy Policy

Updated Draft for review

Your information, handled with purpose. This draft explains the information collected through the MADDS website, why it is requested, and how to contact us about it.

Information you choose to share

When you send an enquiry or project brief, we collect the details you enter: your name, email address and message, together with any company, phone, country, industry, service interests, budget or timeline you choose to provide. Newsletter sign-ups collect your email address and subscription status.

Please do not include passwords, payment-card details, identity documents or sensitive personal information in general enquiry forms. Only share information about another person when you are authorised to do so.

How that information is used

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Submitting an enquiry is not, by itself, an instruction to subscribe you to marketing messages. Any permission needed for an additional purpose should be requested separately.

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Hosting, email and technical-support providers may process information needed to operate the service. The live provider list, hosting locations and any international transfers must be confirmed before this draft becomes a final notice. Read the Cookie Policy for more detail about website storage.

Retention and security

The proposed approach is to keep enquiry and project records for as long as needed for the relevant conversation, agreed services, record-keeping duties and dispute resolution. Subscription information should be reviewed when someone unsubscribes. Specific retention periods and deletion processes still need to be confirmed by MADDS.

No website or transmission method can be guaranteed completely secure. Access controls, hosting safeguards and backup arrangements should be reviewed against the information being handled.

Your choices and requests

You may contact us to ask about information you supplied, request a correction or deletion, or withdraw a newsletter request. Rights and exceptions depend on the applicable law and the circumstances. We may need reasonable information to verify that a request relates to you before releasing or changing records.

For a privacy question or concern, email info@madds.io with the subject “Privacy request”. This contact route does not limit any right you may have to approach the relevant authority.

Children and changes to this notice

The website presents business services and is not intended to collect information from children. Contact us if you believe a child has submitted personal information. When this notice changes, the revision date will be updated so you can identify the latest version.

Draft for review. The legal entity, processing grounds, providers, retention schedule and applicable rights must be confirmed before publication as a final policy.

Questions about this policy?
info@madds.io