Measurement HourMay 25, 2016Katie Delahaye PaineCEO, Paine Publishing

www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com

How To Plan for, Design, and Implement a Communications Dashboard

Steps to follow when creating a dashboard: Step 1: Get consensus on goals &

objectives Step 2: The audit Step 3: Track down data Step 4: Implementation Step 5: Put your dashboard to work

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Step 1: Get consensus on goals & objectives Set up a meeting to decide:

What’s the definition of “success”? What outcomes need to be measured? Who will use it? Who will maintain it? What will it be used for?

For your department or function

For the dashboard itself

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Step 2: The audit

Who else is using dashboards? What technology exists? What tools are available? Who are the experts? Outsource vs. in-house

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Step 3: Track down data

How will you get the data you need? What sources of data exist? How valid is the data you have?

Accuracy tests Validity tests

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Step 4: Implementation Outsource? In-house? Who do you need on the team? Platforms & vendors

Content analysis Survey research Web analytics Social analytics

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Step 5: Put your dashboard to work Benchmarks Reporting strategies? Format? Timing? Improve the decision-making

process

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Examples of Dashboards

Sales Target Risk Reduction New Market ShareIncreases Brand Awareness, Reduce Sales Cycle

Increase Trust, Reduce Threats

Expand the Marketable Universe

Bench-mark Current Goal Bench-

mark Current Goal Bench-mark Current Goal

% increase in share of desirable voice

8.9% 8.9% 10% % decrease in undesirable Share of Conversation

10% 12% 8% % Increase in stakeholder awareness

10% 9% 20%

% decrease in share of undesirable voice

3.1% 2.1% <3% % decrease in stakeholders not aware

21% 21% 7% % Increase in online engagement on issue

% Increase in in-bound requests for information

10% 5% 15%

% increase in awareness

11% 11% 13% % increase in Trust scores

50% 45% 75% 0 100 500

Below TargetAt RiskOn Target

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Public Affairs Dashboard

Understanding Relationships Between Metrics

What worked?

What didn’t work?

What we will do next:

Jan Feb Mar Apr May June0

100

200

300

400

500

600

0

5

10

15

20

25

30

35

40

45

50

Analyzing the impact of messaging on web traffic and social engagement

Sessions (in thousands) Social Engagement % of items containing one or more key messages MQI

410

Jan Feb Mar Apr May June

-6

-4

-2

0

2

4

6

% point change since last month

Share of desirable voice Share of undesirable voiceUnique visits to Website Engagement Index

Overview of Dashboards Corporate Reputation

Jan Feb Mar Apr May June

-6-4-202468

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% point change since last monthShare of desirable voice in biologicsVisits to UnderstandingBiologics.comShare of desriable HepC voiceShare of undersirable voice in HepCVisits to HepCInfo.comPerception of AbbVie as HepC leader

Jan Feb Mar Apr May June

-6

-4

-2

0

2

4

6

% point change since last month

Desirable Oncology SOVInnovative positioning in mediaVisits to abbvie.comresearch-innovationInnovation social engagement indexPerception of AbbVIe as Oncology leader

Jan Feb Mar Apr May June

-6

-4

-2

0

2

4

6

% point change since last quarter

Ratings on trustEmployee knowledge of "Way We Work"Understanding of Strategic ObjectivesReduction in Say/Do gap

Culture Metrics Supporting the Business with Messaging & Positioning

Disease Awareness/Patient Support/Engagement

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Brand Metrics KPI Last month/period This period Difference

Share of Desirable Voice

10% 12% 2pts

Share of Undesirable Voice

5% 2% 2pts

% increase in Unique Visits

100k 137K 2%

Engagement Index 1357 2568 2%

What worked?

What didn’t work?

What we will do next:

Jan Feb Mar Apr May June

-6

-4

-2

0

2

4

6

% point change since last month

Share of desirable voiceShare of undesirable voiceUnique visits to WebsiteEngagement Index

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Culture Metrics KPI Last quarter This Period Difference

% increase in ratings on communications trustworthiness

3% 5% 2pts

% increase in employee knowledge of “Way we work”

12% 14% 2pts

% employees strongly understanding strategic objectives

2% 8% 25%

% reduction in Say/Do gap on agility metrics

50% 48% 2pts

What worked?

What didn’t work?

What we will do next:

Q1 Q2 Q3 Q4

-4

-3

-2

-1

0

1

2

3

4

5

% change since last period% increase in rat -ings on commu-niations trust-worthiness

%increase in em-ployee knowledge of Way we Work

% employees understanding strategic objec-tives

% reduction in Say/Do gap on agility

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Media and Engagement Dashboard

Media and Engagement Analysis

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Suggested calculation of “value” (to be validated by actual sales and marketing numbers) 100 reps contact physicians and these contacts produce

on average 100 scripts/month or 12,000 scripts/year. 85% of reps actively engage with communications events. 85% x 12,000 = There are 10,200 scripts that are

potentially influenced by communications programs each year.

An average communications event for reps costs $10,000 and Communications does 50 programs a year. So, assuming communications programs cost $500,000 annually, the communications contribution cost is per script written is $49/script.

The $49 per script written cost can be compared to the cost of in-office visits @ $300 per script.

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Media and Engagement Dashboard

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