•The current Datavisualisation available in the Big Data/Customer Intelligence tools is in fact still far from being marketer-friendly. •Before, Communication was limited in time / space / target / message. Therefore its reporting could happen at a given time, after the peak, with limited dimensions of analysis, therefore accessible. •Now, Communication is relational, multi-touchpoints, ecosystem-like, always-on, generating Big Data. It becomes intangible: the screenshot of a web page/ cannot represent it anymore. The reporting dashboard becomes the most tangible representation/deliverables of a communication system, versus the creative execution. •When directed to marketers the dashboard have to be treated as a communication vehicle, and we should not neglect this requirement. 10