Tracking media exposure and the resulting impact is a big topic in the world of marketing. Dashboards are often used to enable at-a-glance understanding of one’s media coverage. However, with a topic this far-ranging, a screen or two simply will not suffice. One public relations metrics outfit (see http://www.measuresofsuccess.com), produces something they call an Earned Media Dashboard in a pdf format that can run over 10 pages!
Here I show some dashboard screenshots from 2003 that tracked the PR metrics from the Howard Dean for America campaign. It’s worth studying in detail if you are interested in public relations metrics measurement. The link to the pdf was a little hit or miss for me, but keep trying the download.
This first enterprise dashboard screenshot focuses on what is called “Share of Discussion”, a metric that examines the percentage of coverage of a particular topic.
“Opportunity to See” is a concept that tracks how likely a certain PR item is actually seen by someone.
Here the PR dashboard drills down into the media exposure details.
Homework: This is a big area of study. One place to start is the book, Evaluating Public Relations : A Best Practice Guide to Public Relations Planning, Research & Evaluation. If your interest is more on marketing metrics rather than PR, be sure to check Marketing by the Dashboard Light. Also look at these books on marketing KPIs.
So what or who is The Dashboard Spy? As his about page states, The Dashboard Spy is just a guy interested in the design of enterprise dashboards. He could not find any executive dashboard design source books (or even screenshots of real business dashboards) and so set about creating his own. Finally convinced to post his extensive collection of dashboard screenshots online, he was amazed to find how popular it has become. If you have a nice screenshot of a digital dashboard, balanced scorecard, or any business intelligence graphic to share, please send an email to info _at_ dashboardspy.com. Also check out The Dashboard Spy’s favorite books on business dashboards.