Purpose
This article provides an overview of the XP dashboard functionality and briefly describes the standard dashboards.
Introduction to dashboards in XP
Dashboards provide a broad overview of TV's immediate impact. They show different views of how your television campaigns are performing and how you can optimize their impact. They also reduce the time you spend running reports and views for different date ranges.
You can access the Dashboards area from the quick link on the Welcome page or in the menu bar. You can also create and edit your own dashboards to look at KPIs specific to your business and campaigns.
After accessing the Dashboards page, you can view a list of available dashboards by selecting the Dashboards menu icon:
The Dashboard Library is displayed. It includes standard dashboards and any dashboards that have been created and saved by a user, for example:
Viewing dashboard content
Dashboards display your data using different types of graphs such as line, bar, bubble charts, and heatmaps. These charts let you compare and contrast trends, analyze campaign efficiency, and assess which spots are performing well and which need attention. Each graph is displayed as an interactive widget that lets you edit and filter the data using the Drill into Data and Change Widget Display icons.
Bar and line chart
This type of graph provides an easy comparison of two metrics, for example, cost and cost per response, which allows you to see the trends in your data:
Bubble chart
A bubble chart uses an x and y axis to plot a comparison of two dimensions, for example, channel and cost per response, which allows you to quickly identify which spots are performing poorly:
Heatmap
The heatmap displays data sorted by metric and metric efficiency. The size of a box in a heatmap directly relates to the spend amount, and the color represents the efficiency of the metric, sorted by, for example, daypart, weekday, and network:
Standard dashboards
The following standard dashboards are available in the Dashboard Library.
KPI Management
This is the default dashboard that is displayed when you select Dashboards on the Welcome page or on the main menu.
This dashboard shows essential information about your TV campaign investment, the immediate impact generated, and the efficiency of your TV investment over time.
You can view a media overview of key metrics, such as spots aired, media spend, and responses, so you can manage impact and efficiency and ensure you're meeting KPIs. Tracking performance over time lets you see whether changes to your buy are improving performance.
This dashboard focuses on key metrics, such as:
- Media metrics: spend, impressions, spots, and cost per thousand
- Impact and efficiency metrics: including responses, cost per response, response rate, conversions, cost per conversion, and conversion rate
- Performance over time: cost, CPR, impressions, and response rate
Campaign Performance
This dashboard focuses on essential optimization metrics: weekday, daypart, creative, and channel.
You can quickly see how your spot placement is performing and identify which days, times, and channels drive the most responses. This dashboard uses heatmaps across different dimensions and shows performance based on Cost per Response (CPR), for example:
The heatmaps show CPR by daypart, weekday, and network/channel. Hover over a section to reveal the total cost and CPR.
The data helps you optimize your campaigns for cost-effectiveness and understand where creatives start to be less effective at driving response.
Key metrics in Campaign Performance include:
- Daypart by CPR
- Weekday by CPR
- Channel by CPR
- Creative performance over time
Inventory Evaluation
This dashboard focuses on the channels driving the most response and that are the most efficient. Use this information to plan your inventory for your next buy.
Key metrics in Inventory Evaluation include:
- Most popular channels by audience impressions
- Top- and bottom-performing channels by CPR
- Response volume and cost efficiency by channel
- KPIs by channel, including cost, impressions, and efficiency
Creative Performance
This dashboard focuses on the creatives that aired during your spots. You can view information on estimated audience reach, overall performance, and efficiency by weekday, daypart, and channel.
This dashboard clearly shows which creatives are doing well and which are not. You can then understand your audience's needs and invest more in better creatives.
Key metrics in Creative Performance include:
- Creatives aired by audience impressions
- Creative performance per audience impressions/response
- Weekly creative response rate
- Creative performance by channel, daypart, and weekday
Media Performance
Use this dashboard to assess your campaign investment and efficiency.
This dashboard displays some key totals and provides a breakdown of overall efficiency by daypart, creative, channel, and length, for example:
Customer Success
This dashboard is similar to the Media Performance dashboard but focuses more on direct responses rather than efficiency.
You can also understand where the responses may be coming from, such as organic and paid search and device type.
Tracking
This dashboard shows the trends of important attribution metrics over time. Use this data to quickly diagnose any potential issues with your campaign.
For example: