Executive Summary — Strategic indicators for leadership

Purpose

The Executive Summary page is built for marketing leadership and C-level roles. It does not duplicate the operational Dashboard — the focus here is direction: is volume growing, is the funnel healthy, is any faculty falling behind, and what needs immediate action.

Use this page for:

Weekly / monthly reviews — put it on the projector during leadership meetings
Resource allocation decisions — which cluster needs extra counselors
Conversion monitoring — is qualified + enrolled trending up week over week
Early warnings — hot leads waiting, escalations piling up, low conversion

Prerequisites

One of the roles: super_admin, system_admin, marketing_admin, or faculty_admin
Access to https://admin.huph.val.id/executive-summary

Counselors and staff do not see this page (gated by the executive_summary permission).

Concepts

The page splits into five areas:

1. KPIs (top row, 4 cards)

KPI	Meaning
Total Leads	New leads captured in the selected period. Delta vs the previous period of the same length.
New Conversations	Conversations started in the period. Delta vs previous.
Conversion Rate	(qualified + enrolled) / total leads × 100%.
Total Messages	User + bot + agent message volume — a proxy for platform activity.

Green arrow = up vs previous period. Red = down. Minus = flat.

2. Admission Funnel

Horizontal bars show lead distribution by status:

Text Only

 New       ▇▇▇▇▇▇▇▇▇▇▇▇  120
 Contacted ▇▇▇▇▇▇▇▇      80
 Qualified ▇▇▇▇          40
 Enrolled  ▇▇            20
 Lost      ▇▇▇           30

If the funnel is heavy on New but thin on Contacted, leads are coming in but not being followed up. If Enrolled is flat while Qualified grows, there is a bottleneck at conversion.

3. Faculty Mix

Pie chart of each cluster's share (CASS, CBT, CHS, CIST, CNE). Useful for:

Spotting clusters that suddenly drop
Campaign planning — which cluster needs promo boost
Counselor allocation based on volume

Leads without a cluster are excluded (typically early inquiries before a program is named).

4. Daily Trend

Two-series area chart (Leads + Conversations) per day across the period. Used to:

See campaign impact (spikes on specific days)
Spot weekends / holidays (usually lower)
Compare leads vs conversations — a wide gap implies low conversion

5. Alerts & Actions

A list of things that need attention:

Critical (red) — hot leads waiting > 2 hours without a reply
Warning (amber) — active conversations > 2 hours, any escalations, or low conversion (< 10% with > 10 leads in period)
Info (blue) — shown when nothing is wrong (all indicators within normal range)

Every alert has an action button linking to the relevant admin page.

Steps

1. Pick a period

Top-right toggle: 7 days / 30 days / 90 days. Default is 30 days.

7 days — weekly meetings, anomaly spotting
30 days — default monthly view
90 days — quarterly, seasonality

Switching periods triggers an automatic data refetch.

2. Read KPIs top-down

Start with Total Leads — is it up? If so, check Conversion — is it up too (healthy growth) or flat (volume up but quality down). Check New Conversations — is growth from a new campaign or existing channels.

3. Review the funnel

Ratios to compute mentally: - Contacted / New = counselor response rate - Qualified / Contacted = nurturing quality - Enrolled / Qualified = final conversion

If any ratio is off, drill down into the Leads or Analytics page for investigation.

4. Click relevant alerts

Each alert links to the right page. E.g. "3 hot leads waiting > 2h" → click "Open Inbox" → lands at /conversations/inbox with the hot-lead context.

5. Export (not yet available)

No CSV export yet. For board reports, use a screenshot, or visit Analytics for more detailed charts.

Example scenarios

Weekly marketing director sync. Project the page, pick 7 days. Total Leads is up 18% vs last week — discuss which campaign is contributing. Funnel: Qualified is thin; raise it with the head counselor for follow-up. Faculty Mix: CIST dropped 30% — check for a website issue on that program.

Monthly review with the rector. Pick 30 days. Screenshot KPIs + Faculty Mix + alert panel. If conversion is < 10%, the alert pre-narrates the situation.

Early warning — conversion drop. In the morning, the alert "Low conversion: 7.2%" appears. Click "Analyze Leads" → inspect lost-lead patterns (bad program match? timing?). Surface in the daily stand-up.

Quarterly review for BoD. Pick 90 days. The Daily Trend shows seasonal patterns (ramping end-of-month, dipping early). Narrate against UPH's business cycle (term changes, exam periods, etc.).

Troubleshooting

Page 404s / redirects to Dashboard. Symptom: your link to executive-summary does not open. Cause: the role lacks the executive_summary permission (only super_admin / system_admin / marketing_admin / faculty_admin). Fix: ask a super_admin to adjust your role in Settings → Users.

Faculty Mix is empty. Symptom: pie chart has no data. Cause: no leads in the selected period mentioned a specific program (only generic inquiries). Fix: widen the period to 90 days or wait for more data.

Delta reads +100% but numbers are small. Symptom: Total Leads KPI shows 3 leads and +100%. Cause: the previous period had 0 leads; the delta formula assumes 100% growth when the baseline is zero. Fix: read the absolute value alongside the percentage at low volume.

Alert says "No critical alerts" when you know something is off. Symptom: an operator spots a case but no alert shows. Cause: alert thresholds are hard-coded (hot-lead > 2h, conversion < 10% with > 10 leads). Cases below thresholds do not surface. Fix: drill into Inbox / Leads to investigate the specific case.

Daily Trend is flat on certain days. Symptom: the area chart drops to zero on day X. Likely: (a) weekend (Sundays often low), (b) service outage (check Admin → System Health), (c) campaign ended.