DashboardingYour Digital

JULY, 2012

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Strategy

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In search of digital relevance

Social media dashboards

Digital dashboards

Developing a digital brand dashboard

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Contents

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Introduction

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Data has become increasingly important in all businesses, critical to the day-to-day

operations of the vast majority of companies. The birth of business intelligence as a

competency within companies is driving better decision making and innovation based

on deeper and real-time knowledge of the market, industry and especially the

consumer.

For agencies, access to customer data to drive customer insight and optimize

communications investment has never been more important. Tracking campaign

impact along the path to purchase means combining data from multiple brand

touchpoints and visualizing campaign outcomes in ways that grab the attention of

brand marketers responsible for meeting acquisition, cross and up-sell targets at

acceptable ROI levels. Moreover, agencies are bringing together data from research,

benchmarking and analysis to find the most effective approach to one-to-one

marketing.

Meanwhile, the digital world has seen significant growth in interactive marketing, with

increasing investment in websites, campaign microsites, multiple formats of digital

ads, video channels and mobile with new tools to track and capture customer data

and a huge variety of information about the behavior and participation of users in

social networks.

Today, information comes from many sources and is used for monitoring and

measuring, but there is often a delay and reports are loaded with unnecessary data,

making it difficult to identify evolution opportunities.

Dashboards offer the opportunity to present the user with information and control

options for understanding and directing actions across multiple digital brand

channels. Defining key measures that align with the business objectives, selecting the

right tools and information sources and setting the criteria for visualization will make

sure that the dashboard solution is “fit for purpose.”

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In Search of the Digital Relevance

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Not more than five years ago, investment in interactive marketing companies did not exceed XX%

of the total investment in corporate or brand communications. Their presence was limited to

corporate websites and/or its brands, so, clearly, interactive marketing was not paramount in the

communication strategy.

It was all about TVIn today’s unstable economy, the effectiveness of marketing

expenditure targeted at driving profitable transactions is being

challenged. Interactive media spend is forecasted to show

significant growth over the coming years. Forrester recently

published its forecast for interactive marketing spend within the

U.S. up to 2016 (“Interactive Marketing Forecast 2011 to 2016”),

showing a compound annual growth rate of 17% with an estimated

spend of nearly $77 billion — or 26% of all advertising — on

interactive marketing by 2016.

Growth rates will vary by country and industry sector. However,

the overall outlook is very promising for those working in

interactive marketing.

The study also reports that increases in interactive marketing

spend are most likely to come directly from traditional marketing.

TV

RADIO

print

WEB

“How will you fund increases in your company´s interactive marketing budget?”

We will increase budget for interactive by shiftingmoney away from trafitional marketing

We will increase budget for interactive with nobudget change to traditional marketing

We will increase budget for bothinteractive and traditional

We have no plans to increase our interactive marketing budget

Don´t know

60%

15%

14%

7%

8%

Base: 204 marketers(multiple responses accepted)

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Most revealing is the percentage

of total media time consumers

spend with each media, with

interactive media capturing over

a third of the time that

consumers allocate to media, in

contrast to the percentage of

advertising spend allocated to

it. In the vast majority of countries

the Internet is now one of the

most popular media types

consumed every day.

“In a typical week, how many hours do you spend doing each of the following?”

Watching TV

Percent of ad spending on each media type

Percent of total media time individuals spendwith each media type in a typical week

34%31%31%

31%35%

37%

33%34%

29%

Internet timeIncludingpersonal

and work

34%12%

8%

12%14%

18%Reading

newspapers

Listeningto the radio

Readingmagazines

6%7%8%

8%7%8%

5%5%6%

5%6%7%

15%18%19%

Base: U.S. Adults (percentages may not total 100 because of rounding)Source: North American Technographics Benchmark Survey, 2007; North American Technographics Benchmark Survey, 2009; and

North American Technographics Benchmark Survey, 2010; Forrester Research Online display Advertising Forecast, 2011 to 2016 (US)

201020092007

Consumers spend less time with traditional media

$80,000

$70,000

$60,000

$40,000

$30,000

$20,000

$10,000

$0

$50,000

(US$millions)

Automotive

B2BConsumer products

Financial services

HealthLead generationTechnologyMedia & communicationsRetail & wholesaleTelecommunicationsTravelOther

Interactivemarketing

spend

AutomotiveB2B

Consumer ProductsFinancial Services

HealthLead Generation

TechnologyMedia and

CommunicationsRetail and WholesaleTelecommunications

TravelOther

Source: Forrester Research Interactive Marketing Forecast, 2011 to 2016 (US)

$2,086

$2,907

$1,826

$6,856

$1,746

$2,463

$2,288

$1,786

$5,824

$1,179

$2,522

$2,973

2011

$34,456Total

$2,643

$3,417

$2,284

$8,139

$2,164

$2,845

$2,629

$2,115

$6,766

$1,427

$3,105

$3,467

2012

$41,003

$3,483

$4,021

$2,955

$9,805

$2,729

$3,385

$3,068

$2,534

$7,912

$1,785

$3,869

$4,088

2013

$49,571

$4,293

$4,601

$3,708

$11,537

$3,338

$3,943

$3,492

$2,979

$9,040

$2,178

$4,692

$4,714

2014

$58,515

$5,271

$5,178

$4,542

$13,342

$3,979

$4,505

$3,879

$3,456

$10,165

$2,600

$5,579

$5,373

2015

$67,888

$6,248

$5,703

$5,322

$15,001

$4,573

$4,978

$4,214

$3,945

$11,200

$2,981

$6,465

$5,990

2016

$76,620

24.5%14.4%23.9%17.0%21.2%15.1%13.0%

17.2%

14.0%20.4%20.7%15.0%

CAGR

17.3%

Forecast: U.S. Interactive Marketing Spend By Industry, 2011 to 2016

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With a center dominated by the digital world and the challenge of

building and nurturing sustainable relationships with

consumers, there is a need to manage, track and

optimize a brand’s performance within this new

brand ecosystem.

Each brand determines the levels of

importance and the roles that each of

the channels will have within its

strategy, taking account of how the

company and brand is perceived, the

interests of their target consumers and

where they spend their time in order to

engage with them.

site

ONLINESEARCH

radio

tv

PRINT

onlinedisplay

Mobile app

Twitter

YouTubeMobile Site

Facebook

Thus, the migration of massive

channels to digital channels has

allowed brands to discover their

measurement capabilities, increasing

the credibility of the results delivered

between marketers.

As investment levels in interactive marketing rise, the responsibility for efficient

control grows. This intensifies the demand for tangible, useful results for Senior Management

and the different levels of command.

For many brands, their ecosystem is built based on a model of interconnected channels

and spaces that serve different functions in the path towards building a valuable

relationship with the consumer. The ecosystem integrates social and digital channels in the

overall strategy of the brand.

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From “Raining data” to “Storming Information” As interest and investment in Internet and mobile

has evolved and increased, agencies and clients

have begun to look at delivering enhanced user

experiences and using free tools that record the

actions of visitors to better understand customer

behavior, providing something like this.

Before 2005, the logs from our servers were data!

Desktop applications allowed us to visualize

online data using tools such as Awsat to interpret

the data.

In the mid 90's Webtrends and Urchin created

some interesting options for measuring websites

until Urchin was acquired by Google in 2005 with

the promise to provide casual users with a

high-level dashboard.

Google became the king of the free hosted

service model, and different business solutions

started to build and grow their market with free

and paid services (hosted/self-hosted) like

Omniture, Webtrends, ComScore, Clicky,

Woopra and a few others that measure Web

activity.

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Adobe’s acquisition of Omniture in 2009 is still

ringing in the ears of analytics kids. With the

largest Web-analytics footprint of any vendor,

Adobe's Omniture Business Unit has continued

to grow and execute within a broad product

development strategy comprised of organic

development, acquisitions and partnerships.

Adobe's commitment to keeping pace with

market demand has recently been reflected in

SiteCatalyst's expansions into social media,

audience measurement and data management.

To further maintain its leadership position,

Forrester says Adobe must manage the

complexity of delivering a broad set of digital

marketing tools, both in terms of underlying

technology and overall usability for analysts and

marketers.

Adobe SiteCatalyst

Webtrends W/agency. Webtrends is the last

major independent enterprise Web-analytics

vendor. Webtrends stands out thanks to its

robust support for mobile and social

channels, and it has somehow managed to

pull off a total user interface redesign and a

makeover of the user experience with

Analytics 10.

Reinvigorate: All of Reinvigorate features are

based on real timing, as they offer heat maps

and live analytics in one package. Standard

features like Live Visitor Tracking lets

moderators see a list of the users currently

browsing a website listed by their username.

Comscore Digital Analytix: People recognize

Comscore Digital Analytix as a serious Web

analytics vendor for its speed, ability to

access data and flexible analysis

capabilities. One of its most representative

features is the capability to integrate with

email service provides voice of customer

tools, multivariate testing tools, Google

Adsense, and social networks. It also has the

ability to integrate directly with a backend

database either via Data Lookup (a SQL

database hosted by DA) or through data

merge (data that is uploaded nightly), which

allows easy combination of offline and online

data.

It’s true that these tools are becoming more

specialized in metrics models, data

visualization, user tracking, and real-time

dashboarding, but new channels and services

like social or mobile are now integrated into the

marketing mix, creating new data and a need for

new management systems.

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Social Media has demonstrated it has a critical role to play in digital brand development, brand reputation and customer relationship management; there is an ocean of tools and services that allow big, small and personal brands to manage their entire social presence and reputation, generating a variety of solutions that track and manage a brand’s social media activity.

The Social Dashboards

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Salesforce Radian6:

Radian6 offers users comprehensive coverage

of discussions on the social Web, covering

hundreds of millions of blogs, comments, the

public Facebook API and the full Twitter

firehouse. Recently acquired by Salesforce,

Radian6 offers one of the most robust platforms

for social listening and management. They offer

multiple services based in three main tools:

Insight Manager, Engagement Console and the

Summary Dashboard, which presents the most

representative social data.

The main platform (Insight Manager) has a

modular method to build visualizations around

the entire brand conversation and, with a very

useful wizard, brings interpretation of the most

acquired widgets to satisfy the needs of the

entire team at the different points of the

conversation. One of its very important features

is the ability to add insight packages (Radian

Demographics, Klout, OpenAmplify, OpenCalais)

to your listening and use it to segment the entire

conversation and workflow.

Lithium: Lithium has an excellent workflow

manager that allows the social team to have

expert control over sentiment analysis and

customer interrelationship management.

Lithium enables teams to identify key

influencers to drive real-time action to these

customers.

Sysomos: With Map and Heartbeat as the main

tools, Sysomos covers the most essential and

advanced tools to monitor and track social

conversations. They offer multilingual accuracy

of 80% and use native machine learning

algorithms for contextual sentiment with

different engines for long form and short form

content. It has a pleasing colorful dashboard,

workflow and user-friendly options that make it

one of the favorite platforms in the market.

Alterian SM2: Monitors the daily volume,

demographics, location, and tone of conversations

surrounding a brand and aggregates results into

positive and negative categories for quick

review. They have a wide range of analysis that

include: daily volume, share of voice, tone of

voice (is a result positive or negative), tagclouds

and popularity of search results (reach).Socialbakers: a fast-growing social media and

digital analytics company that measures the

effectiveness of social marketing campaigns

across the major social media channels and

integrates new services like “Builder Pro” that

empower the social team to manage the entire

conversation.

There are also growing marketer tools that offer

social media management systems with

integrated metrics and analytics tools like

Buddy Media and Wildfire.

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Dashboards are now part of the vast majority of digital measurement tools, developed in response to the growing need for a macro and relevant vision of the behavior of each channel, a vision that is essential to managing a brand’s digital strategy.

Dashboards

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Ducksboard: Ducksboard is a Spanish bet

that aims to focus on interactive marketing

professionals, offering them tools with a nice

visual environment, to group all the Twitter

statistics (followers, RT's, latest entries,

custom searches), and interactions on

Facebook and other social services like

Foursquare.

The list of widgets to be set can be extensive,

but Ducksboard allows the user to configure

the sources, frequency actualizations and

patterns of visualization of the data that are

required.

ChartBeat: Simply read the description of

Chartbeat to understand what they offer:

“We’re not for the back-office analyst. Our

real-time data tools are built for your

website's front-line, get-your-hands-dirty,

action-focused people.” They offer four

segmentation fronts of the data: Content,

Social, Traffic Sources and Geo.

Geckoboard: Offers a given variety of

widgets that provide ways to integrate

information from Google Analytics, Twitter,

GetSatisfaction, UserVoice, Chartbeat. This

could be an excellent and economic option

for having a general overview of your digital

landscape.

Dashboards provide a new answer to the old

necessity of generating reports: you only need

the right tool to access data, obtain visual

information, real-time graphics and create new

analytical views.

Unilyzer: Unilyzer is another good option in

the market, with multiple service models and

a diversity of configuration options. It brings

together analysis from Google Analytics,

Facebook Insights, Twitter, YouTube, Digg

and LinkedIn to provide a holistic view of the

brand’s network status. Enables the creation

and parameterization of new sources of data

to be displayed within the platform.

With the continued emergence of related digital

channels, an integrated understanding has

become essential. Some solutions are

beginning to crop up in the market, allowing

information from different sources to be

displayed in a single interface through widgets

or visualization controls.

Here are some excellent examples:

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in A BOARD

A DIGITALBRANDThe thing is that all digital channels have metrics and almost everyone has a built-in or third party dashboard to manage or control them, but the new brand ecosystem requires an integrated understanding that now goes beyond channel metrics to measure brand-people interactions, which drive value exchanges.

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Brands and agencies are confronted with a new reality that provides team members with

different models for measuring and monitoring a brand’s digital investment. There are now

tools that uncover relevant information for businesses to make decisions and develop smart

opportunities, while making sure the digital ecosystem is fully aligned to business objectives.

But reality brings us to lose ourselves in likes, views, fans, followers, etc., and thus, lose the

value built up through all these simple numbers.

We define the Brand Marketing Board as a marketing dashboard that, looking to go beyond

metrics reflected by the different measurement tools of digital channels (e.g., Owned, Earned

and Payments), will allow brand managers and their agency to understand the full interactive

space of a brand, communicating value-based metrics, strengthen strategy and drive

marketing insights into the enterprise.

“A highly visual decision support application to consolidate, measure, monitor and

distribute operational and key performanceindicators related to marketing activity.”

-Forrester definition of marketing dashboard

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Forrester identified four key elements found in a

high-performance dashboard:

What makes a Brand Board effective?

Real-time insights to reduce data latency by

incorporating the most recent data available.

Boards don’t necessarily need to process

data in real time, but they must make current

data available at the point in time where users

want and need it.

Visual displays: information using highly

visual techniques rather than reports with a

pool of numbers. Users need an intuitive

interface display to quickly derive insights

and determine whether further action is

warranted.

Simplified access: Optimal dashboards are

deployed within infrastructure that is familiar

to users; for example, through a simple URL

or on the company intranet. Limiting the need

for users to search for dashboards ensures

that they will continue to access and use

them.

These four elements should correlate to create

the best dashboard. In the search for the best

tool to view and follow a digital brand, it is

necessary to take these into account.

Data in context: A standalone metric is rarely

informative to business users. This means

using KPIs to give metrics a sense of

achievement, time, change, or other

benchmark from which to derive insight into

the meaning of the data.

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It was clear to us that a brand’s digital performance was being interpreted from different perspectives.

We saw how each new digital channel (RS, mobile, etc.) that entered into the brands’ digital

ecosystem required specific tracking as well as dynamic measurement and reports created for brand

and agency teams.

The drawback was that there were an infinite number of metrics that had limited or no meaning ,and

in some cases sounded disconnected from the objectives of the brand or business.

It was necessary to start with a solid foundation that allowed us to apply a top-down approach that at

its core was powered by metrics present in the vast majority of the tools seen before.

Proximity Colombia’s Approach to Developing a Digital Brand Dashboard?

We focused on our knowledge and

management fronts in three main areas of the

brand board:

Social Voice MetricsSocial Channel MetricsWeb Channels MetricsCustomer Knowledge Metrics

With multiple interconnected information fronts:

Foster DialogPromote AdvocacyFacilitate SupportSpur Innovation

and with some objectives:

People – Brand Dialog

People – Brand Channel Interaction

PeopleKnowledge

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The dialogue with the brand is based on conversation metrics. The versatility and capacity of the tool are essential to obtain more precise metrics that reflect the actual market for digital media conversations.

This focuses on conversations in the brand's channels (Facebook pages, Twitter profiles, Fourquare accounts, YouTube or Vimeo channels, Pinterest profiles, etc.) and natural conversations in external media (won channels).

People – BrandDialog

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Share of Voice: Distribution of the volume of

conversation between brand and competition.

Sentiment Ratio: Sentiment index generated in

conversations in own channels and won

channels. Mainly segmented into 3 levels of

feeling: positive, neutral and negative.

Conversation Reach: Distribution of the volume

of conversation among industry, central themes

and brand positioning.

Content Engagement: Based on the contents

distributed by the brand through various digital

media, the impact on the audience is tested and

an engagement index is reflected for every

publication generated in the selected time

period.

Engagement can be calculated with the

following formula:

Engagement and Influence Rank: Value delivered

mainly by external entities that generate precise

measurements and of global reference (Klout

and Edge Rank).

User Dialog Trend: Demonstrates the

categorization and tendency of the dialogue

established between consumers and the brand

in their own and won channels.

Conversation Indicators:

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The interaction with people is made through our digital channels. This is the best indicator of where a customer is in their journey towards a relationship with the brand. That’s why we based this on our digital marketing funnel:

People-BrandChannel Interaction

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Data and statistics relating to user interactions

across all the digital channels are mapped to each

stage in the marketing funnel.

Adquisition

Activation

Retention

Advocacy

Value

The Funnel Board

Adquisition

Activation

Loyalty

Advocacy

Value

An example of how data is distributed according to

each digital channel:

Tablero de Control - Web Aloha

Version: 30Fecha de Actualización 8/25/12 sabado a sabado

ADQUISICIÓNVisitas 1,841 1,370 1,145 1,003 980

Variación -25.6% -16.4% -12.4% -2.3%Visitantes Exclusivos 1,609 1,288 1,065 1,039 912

Variación -20.0% -17.3% -2.4% -12.2%Visitas Nuevas 1,557 1,251 1,027 876 877

Variación -19.7% -17.9% -14.7% 0.1%Visitas por Tráfico Directo 970 724 637 502 608

Variación -25.4% -12.0% -21.2% 21.1%Visitas por Búsqueda 77 96 83 91 55

Variación 24.7% -13.5% 9.6% -39.6%Visitas de Sitios de Referencia 794 550 425 410 317

Variación -30.7% -22.7% -3.5% -22.7%ACTIVACIÓNPorcentaje de Rebote 55.46% 66.06% 67.07% 61.62% 69.18%

Variación 19.1% 1.5% -8.1% 12.3%Páginas Vistas 5,067 2,406 1,935 1,685 1,871

Variación -52.5% -19.6% -12.9% 11.0%RETENCIÓNVisitas de usuarios recurrentes 284 119 118 127 103

Variación -58.1% -0.8% 7.6% -18.9%Páginas por Visita 2.75 1.76 1.69 1.60 1.91

Variación -36.0% -4.0% -5.3% 19.4%Tiempo de Permanencia en el sitio 0:03:11 0:01:00 0:01:13 0:01:08 0:01:04

Variación -68.6% 21.7% -6.8% -5.9%

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Knowledge of our consumers will depend on our objectives and our ability to store and interpret data across the whole life cycle of our consumers.

People KNOWLEDGE

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In this case, we recorded all activities made by the users and the brand; we identified the

subject and tone of their actions or comments; we recorded the frequency and impact

through automatic and manual means to build valuable segments for the brand.

Brand/Product Lovers

Content Shareholders

Participants Influencers

Ideas Prosumers

EventActivators

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the resultProximity.co Brand Board

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How we found valuein the Brand BoardFor almost a year, we have been working to build

the main metrics that could be part of the brand

board based on a special brand. Aloha is an ice

cream line from Crem Helado, the most

reknowned ice cream brand in Colombia.

In 2011 Aloha had a digital ecosystem with a

basic brand website, a Facebook Page, Twitter,

and YouTube, built around advertising and some

isolated activations.

There were metrics… clicks, vsits, views, fans,

followers, etc, with a feeling that their investment

wasn’t being tracked with meaningful results.

Rather than disrupt the customer’s digital

experience, we continued the brand

conversation and interaction as before, and

began to collect data across all existing digital

channels to give a first impression of the brand

in a board.

What we discovered was that “Conversations,”

the ability to encourage people to talk about the

brand, had very low volumes.

What was most revealing was “Interactions”. We

found a funnel clearly based on the acquisition

stage (just paid advertising, no content strategy),

low activation, loyalty, advocacy and value.

This gave us a very clear focus. Based on the

brand board we needed “a strategy aimed at

increasing loyalty and advocacy with zero spend

on acquisition, uisng the power of advocacy to

maintain acquisition.

For the Aloha team this was the first time they

had been shown an integrated vision of their

brand strategy, digital channels and databases,

and the brand board has since become the most

meaningful tool to understand the real time

impact of their strategy with the capability to

dive into specific data to extract more valuable

insight.

Now, we have a community with the highest

interaction level in the ice cream market, with a

growing base of brand advocates and a natural

activation rate that proves the referral effect of

the advocates, allowing us to overpass the

hundred fans with a true high level of

engagement. All gained by continuous evolution

of their digital channels, content and

conversations and no ads!

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Key benefits to building and operationalizing a Brand Board

Thanks to the process improvements

associated with producing the dashboards,

the interactive marketing team can customize

KPIs for each line of business as needed.

Quantify interactive marketing’s performance.

Measuring the effect of interactive marketing

on revenue by tracking the quantity and

quality of leads generated and the related

downstream conversions.

Monitor activity across all digital channels for

operational support to quickly identify

problems and proactively address them.

Generate reports faster and focus the team

on understanding data, rather than collecting

it, and respond more rapidly, clearly and with

valuable data to management’s requests.

Making better operational and strategic decisions.

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SOURCESCMSWiRE

Alterian

Web Analytics

Plataformas

Forrester

Reinvigorate

Radian6

Sysomos

Alterian

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