How To Plan for, Design, and Implement a Communications Dashboard
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Transcript of How To Plan for, Design, and Implement a Communications Dashboard
Measurement HourMay 25, 2016Katie Delahaye PaineCEO, Paine Publishing
www.painepublishing.com | @queenofmetrics | [email protected]
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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