Energy efficiency program managers need to understand their customer markets to effectively address barriers to participation in residential energy efficiency programs. One way to learn more about customers is to assess big data like U.S. Census data that informs residential characteristics by population, region, or point in time. However, it is hard to discern meaningful insights from single-source data. More robust datasets provide a deeper understanding of energy efficiency program gaps, impacts, and potential. ILLUME has developed a layered Tableau dashboard and supplemental process to support utilities in making informed program design decisions. This session, presented at BECC 2023, will present best practices in dashboard-driven decision-making.