Description: This article overviews the XP dashboard functionality and briefly describes the standard dashboards.
Introduction to Dashboards in XP
Dashboards provide a broad overview of the immediate impact of TV. Dashboards display different views of how your television campaigns are going and the different things that can be done to optimize their impact. They also help reduce time running reports and views for different date ranges.
You can access the Dashboards area from the quick link on the Welcome page or on 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 ‘hamburger’ option:
This stores the Dashboard Library, which includes standard dashboards and any dashboards that have been created and saved by a user, for example:
What you can view in Dashboards
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 the efficiency of campaigns, and assess which spots are performing well and which spots need attention. Each individual 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:
A bubble chart is presented by an x and y axis and plots a comparison of two dimensions, for example, channel and cost per response, which allows you to quickly identify which spots are performing poorly:
The heatmap displays data sorted by metric and the efficiency of the metric. 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:
This is the default dashboard which displays when you select Dashboards in the Welcome page or on the main menu.
This dashboard displays essential information about the amount invested in your TV campaign, the amount of immediate impact generated, and the corresponding efficiency of your TV investment over time.
You can view a media overview of key metrics, such as spots aired, media spend and number of responses, so that you can manage impact and efficiency to ensure you’re achieving KPIs. Tracking performance activity over time lets you see if the changes you make to your buy are resulting in improved 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
This dashboard focuses on essential optimization metrics; weekday, daypart, creative and channel.
You can quickly see how your spot placement is doing and understand what days, times and channels are driving the most response. This dashboard uses heat maps 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 to be cost-effective and understand where creatives start being less effective in driving response.
Key metrics in Campaign Performance include:
Daypart by CPR
Weekday by CPR
Channel by CPR
Creative performance over time
This dashboard focuses on the channels of your campaign; which are provoking the most response, and which are the most efficient. You can use this information to plan what your inventory should be 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
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 apply more targeted investment into 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
Use this dashboard to assess the investment into your campaigns and how efficient they’ve been.
This dashboard displays some key totals and provides a breakdown of overall efficiency by daypart, creative, channel, and length, for example:
This dashboard is very 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.
This dashboard shows the trends of important attribution metrics over time. Use this data to quickly diagnose any potential issues with your campaign.