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Dashboard Metrics Glossary

posted by Eman
Saturday, December 3, 2011
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Dashboard Metrics Glossary

Terms covered in this glossary include categories such as:  Business Intelligence, Data Integration, Dashboard Visualization, Social Media Metrics, Social Media Dashboards, Web Metrics, Dashboard Software, Dashboard Software Vendors, Building Dashboards and more……

Business Intelligence – an umbrella business term that refers to the devices and concepts used to process data into intelligence in a business context.  Devices include software, hardware, and people while concepts include data visualization, scorecards, key performance indicators and the like which help business management teams measure, monitor, and manage business operations towards successful achievement of business objectives.

Dashboard – a visual display of key information usually used in a business operational setting.  Article: What Is A Dashboard?

Dashboard Software – software used to display data in visual format. Dashboard software typically includes the ability to do any of the following:  connect to data sources, transform data into KPI’s, make graphical objects (pie charts, meters, maps, bar graphs, etc.), combine and organize graphical objects to form a dashboard, and share the dashboard.

Dashboard Methodology – an approach to building dashboards that typically includes the following components:

  • Analyze the purpose and goals of the dashboard(s)
  • Explore existing information system to determine technical requirements

Create metric and key performance indicators, design reports and dashboards

  • Implement Dashboards and Train Users on how to navigate the platform
Dashboard Solutions – software that offer a any, or all of the following features and capabilities:
  • Interactivity: filtering, highlighting, and details on demand
  • The ability to combine multiple data sources
  • Fast dashboard creation by technical or  non-technical user(s)
  • Sharing and Security Features
  • Visual analysis

Data-to-Dashboard – a term coined by Eman Bass, llc in 1996 and a synonym for “end-to-end” but only in context to the creation of data dashboards.  For example, a “data-to-dashboard solution” would include all end-to-end aspects of creating dashboards which include (in broad terms), 1) Data Collection, Integration, Warehousing, 2) Data Transformation, and  3) Delivery of information in the form of Dashboards and Scorecards (via online, mobile, or traditional methods).  A supplementary data-to-dashboard service would include analysis, modeling and data interpretation support.

Data-to-Dashboard.com – a website geared towards providing information, education, and services focused on the facets, directly or indirectly related to data-to-dashboard solutions.

Dashboard Vendor – a company that provides dashboard software. Dashboard software vendors can be found via paid advertisements, organic search and social media networks.  Dashboard vendors can also be shopped on data-to-dashboard.com via paid ads and sponsors.

Data Visualization – the practice of creating images, charts, graphics, maps, and other visual depictions that help a user make sense of huge amounts of data.

Data Visualization Objects – Maps, line charts, graphs, funnels, pyramids, meters, gauges, bar charts, scatter plots, and other graphical objects used to present aggregated data.

Digital Dashboard-  a digital dashboard is a collection of data visualization objects that enable a viewer to quickly get an overview of how an organization, or part of an organization, is performing. A digital dashboard achieves this goal by allowing a user to monitor important business activities and processes that give insight into a company’s activities.  Digital Dashboards are made available on websites and/or on mobile devices. Digital Dashboards are used in all industries including Manufacturing, Financial, Healthcare, Retail, Education and Energy.

Facebook Metrics Dashboarda dashboard that provides a wide array of key metrics about how a fan page is performing in the areas of

  1. Growing reach – this includes expanding a fan base both demographically and geographically through the use of engaging and relevant content.
  2. Audience engagement - engaging and relevant content will cause fans to talk about a brand via any of the following: Like your Page, Like your Post, Commented on your Post, Shared your Post, Answered your Question, Respond to your Event, Mentioned your Page, Tagged your Page in a Photo,  checked in your place, or recommended your place – by doing any of these things, fans are talking about you on Facebook which extends reach as more and more people see your brand and spread the word.
  3. Referral Sources – where people find your page.  This helps you understand where you are getting the most visibility.
  4. Page Like Sources – tells you from where people like your page.  This helps you understand where you page gets friendly exposure.
  5. Geographic Engagement – tells you what geographic regions get the most engaged activity. This helps you understand the location(s) of your most of your advocates exist and could help target marketing activity.
  6. Demographic Profile of Fans – gives a clear picture of the the age and gender of your fans.  This helps create appropriate messaging and products.

Graph – a visual display of data that includes a scale and one or more axes. Examples of graphs include: bar charts, pie charts, line charts, scatterplots, and the like.

Key Performance Indicator - a metric that measures performance of an activity that is critical to the success of the organization.

Lagging Indicator – a metric that measures activity that has happened in the past.

Leading Indicator – a metric that measures activity which will affect future performance of another activity.

Social Media Dashboard – a dashboard that visually displays key information relative to social media activity. The dashboard is a feedback loop that helps social media managers determine the reach and response of their social media tactics. An example of metrics that would be displayed on a social media dashboard are as follows:  visits, visitors, time on site, time on page, bounce rate, traffic source, top pages viewed, fans, followers, subscribers, connections, diggs, retweets, favorites, video views, and more of the like.  An example of a social media analytics dashboard is Unilyzer – the social media dashboard.

Social Media and Web Metrics – a means to measure the impact and effectiveness of social media on a website’s traffic, brand promise, and conversion success.  A short list of social media metrics include the following:

  • Bounce Rate – a measure of how how many people quickly leave a site after reaching it.  A high bounce rate can be caused by poor landing pages, misleading advertisements, poor content, or otherwise unexpected content relative to the advertisement or message used to create a web site visit.
  • LinkedIn Connections – this is the number of 1st degree connections you have on LinkedIn.  Remember that 2nd order connections matter as well because they extend potential reach.
  • Net Reach – the number of people who see your message or advertisement.  Net Reach is a way to measure the breadth, spread, or range of a message. The message can be in the form of a URL, advertisement, video, or other form of strategic digital content. The means for distribution the message on social media might be twitter, facebook, youtube, linkedin, stumbleupon, or other social media networks. Thus, Net Reach would be a measure that includes a fraction of twitter followers, facebook fans, linkedin connections, youtube subscribers, website visitors, and more of the same.
  • Pageviews – the number of times a web page is served which provides a top-level measure of the websites popularity.
  • Pages-per-Visit - the average number of web site pages served to unique visitors of a web site.  This measure will can vary from 1 – 20+ pages per visit depending on the purpose of the website.  Thus, to determine whether performance is poor, good or great, several factors need to be considered including; 1) type of site and the benchmark for such sites, 2)desired sequence of page visits needed to meet a goal.
  • Visitors – the number of unique web site viewers.
  • Visits – the number of website visits (as opposed to visitors). This metric helps determine the level of repeat viewing by visitors and can thus help determine customer loyalty.  For example, 1 visitor (unique person) can visit a website 20 times during a given period, thus the visitors = 1 while visits = 20.
  • Twitter Clicks – the number of people that click on a link distributed via twitter.
  • Twitter Followers – the number of twitter profiles that have agreed to communicate with your twitter account.  A measure of how many people would receive a message sent via twitter, but not necessarily the number of people that will see the message.
  • Twitter Mentions - the number of times twitter users talk about your brand using the @ tag.  A measure of how many people are talking about your brand.
  • Twitter Retweets – the number of times a twitter user rebroadcasts your twitter message to their own twitter followers.  Retweets are a prized event because they extend can extend a message’s reach dramatically.  For example, if you send a tweet to your hypothetical 250 followers, and one of those followers retweets that message to their 4.2 million followers then you have extended your reach dramatically.  This implies that reach is not purely based on 1st degree followers, but on followers of followers (2nd, 3rd, and 4th degree followers).
  • Facebook Comments – the number of times people comment about your brand on Facebook.  This metric helps determine the whether people are talking about your brand.
  • Facebook Engaged Users –  the number of unique people who have clicked anywhere on your post. Engagement includes: video plays, photo views, link clicks, other clicks and “stories generated” (see stories generated definition below).
  • Facebook Fans – the number of people who have “liked” a fan page and thus have opted-in to receiving a brand’s advertising messages.  It’s easy to see how the number of fans is a component of overall reach.  Remember that fans have friends, and friends can see when a another friend ‘fans’ a brand, thus creating further visibility for the brand that was “liked” – all this means that each fan brings a 2nd, 3rd and 4th order of potential reach with them.
  • Facebook Friends of Fans –  the number of unique people who are friends with your fans, including your current fans.
  • Facebook Likes – the number of people that “like” a comment, video, or other piece of content on a fan page.
  • Facebook “Peope Talking About This” – a metric provided by Facebook Insight’s and is the number of unique people who have “created a story” about your fan page in the time period.
  • Facebook Total Reach – the number of unique people who have seen any content associated with your fan page (including any Ads or “Sponsored Stories” pointing to your fan page) in the time period.
  • Facebook Stories Generated – stories include: liking, commenting on or sharing a post, answering a question or RSVP’ing to an event.
  • Facebook Virality – the number of unique people who have created a story from your fan page post as a percentage of the number of unique people who’ve seen it.
  • Facebook Wall Posts – this metric counts the number of posts placed on a fan page wall and thus measures the frequency of content activity on a fan page wall.
  • Social Media Amplification Rate – a metric that considers how often people re-share messages.  When people retweet your Twitter messages and share your content on Facebook, this activity increases the amplification rate.  Amplification rate quantifies how often a message will reach beyond 1st order reach.
  • Social Media Conversation Rate – the rate at which people reply to your posts on Social Media Channels like Facebook, Twitter, LinkedIn and Youtube.  This metric helps measure how engaging are an authors comments.


Emilio 40x40 Dashboard Metrics GlossaryEmilio Basaldua is business intelligence and marketing analytics professional located in the Dallas, Texas area.  His experience includes applied business intelligence used to drive financial performance, building & leading business intelligence competency centers (BICCs) and performing all aspects of end-to-end dashboard development. Emilio is the founder and developer of  Unilyzer® .

Related Unilyzer Articles:

UNI 728by90 Dashboard Metrics Glossary

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We recently shared two “Cliff Hangers” (see definition below) with our Twitter followers.  Those articles stopped short of telling the whole story and left readers ‘hanging’ until they either signed up for a news letter or paid for a pdf document of the entire article.anticipation2 Social Media Poll   Should we share Cliff Hangers?

Some of our followers made comments and seemed surprised that they would have to pay for content.  This prompted us to seek your input on whether we should share articles that provide good information, but stop short of giving the complete story without a course of action. We like to share relevant and useful articles.

But, what are your thoughts?   Should we share only free content?  Is social media, in general, all about sharing free content? Or, should we share relevant information and let readers decide whether to take the next step?

Would you like us to Share articles that are Cliff Hangers?

View Results

loading Social Media Poll   Should we share Cliff Hangers? Loading ...

Wiktionary Definition of Cliff Hanger: Noun: cliffhanger (plural cliffhangers)

  1. (narratology) An ending or stopping point calculated to leave a story unresolved, in order to create suspense.
  2. (by extension) An outcome which is awaited with keen anticipation, especially one which is delayed for a period of time or which is not known until the last minute.


Here are the articles that we shared:

Reputation Warfare by Leslie Gaines-Ross. @harvardbiz http://www.unilyzer.net/bj16bh

Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places. @harvardbiz http://unilyzer.net/ge6qy6

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New Studies Confirm Social Media Impact and Give Insight

in to What Your Following WantsSocial Media Pic istock 300x250 Dont Send the Wrong Message to Your Facebook Fans and Twitter Followers


What’s in a Number?  Quite a Bit Apparently

Okay guys, can we go ahead and agree that Social Media is good for business?  At least in an empirical data kind of way?    Well, you might be surprised at how many skeptics are left out there.  Everybody knows “that guy” who will never be seen on Facebook and thinks that Twitter should never have been invented in the first place.  The funny thing is, “that guy” all too often happens to be a marketing manager or marketing influencer for their respective company.  For the good of everyone, new and concrete statistics are now available to add to your pro-social media arsenal.  When “that guy” says you are wasting time creating a Facebook Fan Page, you can remind him that 60% of people surveyed were more likely to refer a brand to a friend if they are a fan of that brand.  And for Twitter? Try 80% more likely.  “That guy” might waive this off as crazy talk.  If he does, forward him the rest of this article – We found some pretty compelling arguments and stats that are hard to dismiss.

Social Media Fans Much More Likely to Buy

Recent findings by Chadwick Martin Bailey and iModerate have given some reassurance to social media marketers looking to substantiate the time and money they put in developing a fandom on Facebook, Twitter and other social media outlets.  Take a look at the graph below where US internet users were polled on their Facebook fan habits:

Fans buy more 286x300 Dont Send the Wrong Message to Your Facebook Fans and Twitter Followers

We can see from this graph that Facebook fans are much more likely to not only buy your brand, but to recommend it to their peers.  Most of us could probably have guessed as much – when people are engaged with a product or service through channels such as Facebook and Twitter, brand visibility is heightened and they have a better chance of staying on the customer’s radar.  The trick for brands is to understand why people become fans / followers and then to capitalize on this built-in communication channel by making sure they are telling them what they want to hear. 

Why Your Fans are Fans and Why Your Followers Follow You

So what do your fans want to hear?  Why did they become your fan in the first place?  More data from the study referenced above sheds some light on these questions.  In the graph below, we can see that 61% of “Max Connectors,” or users having 500+ social media connections became fans or followers of a brand to learn about new products, services and features.  This group was also driven to fan or follow a brand to learn more about the company culture, worker’s policies and other corporate information.  For the rest of the users (<500 SM connections), 65% engaged with the brand in order to stay abreast of sales and new deals, while 61% were looking to learn about new products, features and services.  Not to be forgotten, many fans also cited entertainment as a factor in their decision to follow a brand.  Here is the chart:

Reasons for following companies 300x185 Dont Send the Wrong Message to Your Facebook Fans and Twitter Followers

And what about Twitter?  Do you know why your followers are following you?  If not, you may not be telling them what they want to hear.  The chart below shows strong evidence that supports the notion that many users follow brands on Twitter in order to receive exclusive deals and offers.  Being a customer of the brand and looking for interesting or entertaining content came in neck and neck as the second and third primary reasons users follow a brand on Twitter.

Reasons for following on Twitter 300x282 Dont Send the Wrong Message to Your Facebook Fans and Twitter Followers

Dig Deeper, But This is a Good Place to Start

Any company with a product or service should keep these easy to remember stats in mind when developing their social media strategy.  While there are countless other ways brands can optimize their social media efforts, the basic concepts laid out above are a great place to start.  Knowing why people follow your brand on social media channels and comprehending what they want to hear is powerful stuff.

Article by: Nick Frank
Nick is a Social Media consultant and writer.  You can see his blog at http://mynicknews.blogspot.com/ and follow him on Twitter at www.twitter.com/Nick_J_Frank.
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Track Visits from Twitter

posted by Rebecca
Thursday, November 19, 2009
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The Unilyzer was designed to make tracking your social media visitors easy. If you’re using Twitter to drive traffic to your blog or website, the Unilyzer can be used to see exactly how many visitors you’re referring to your blog or website. It’s a great way to see the ROI for the time you spend tweeting.
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Making a Case for Social Media

posted by Rebecca
Wednesday, November 18, 2009
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Picture 31 300x222 Making a Case for Social MediaJust wanted to share this great video my friend Sten-Erik Armitage recently shared during a presentation on social media. It talks about the importance of social media in today’s marketing. Bottom line if you’re not already using web 2.0 and social media to market you business, folks you’re way behind!
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Friends with Benefits

posted by Rebecca
Monday, November 16, 2009
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friends benefits cov Friends with BenefitsI just ordered a new book called ‘Friends With Benefits: A Social Media Marketing Handbook‘ by Darren Barefoot and Julie Szabo. Typically I wait until I read a book before I recommend it to readers but it’s obvious with a title like ‘Friends with Benefits’  Darren and Julie understand viral marketing. In fact I learned about their book on my Twitter stream from @socialmediamind. The title ‘Friends with Benefits’ immediately hooked me, and I clicked on the link. After reading the No Starch Press website and downing the sample chapter called “Netiquette: Miss Manners for the Web”, I was sold.
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Captivating Social Media Profiles

posted by Rebecca
Tuesday, October 13, 2009
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profiles Captivating Social Media Profiles

One thing that social media sites all have in common is a profile. Many marketers make the mistake of leaving the profiles blank with a dummy placeholder image and a screen name. Your profile is important because it gives you credibility, incoming links, keyword association, and a personality. I recommend spending some time developing a powerful profile that you can reuse over and over on all your accounts.
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What is Follow Friday?

posted by Rebecca
Friday, October 9, 2009
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follow friday twitter What is Follow Friday?If you are new to Twitter or are still finding your way around, then you are probably wondering what Follow Friday is all about? Every Friday Twitter is filled with tweets using the hashtag #followfriday and a list of Twitter users @twitterid @twitterid @twitterid, or a Twitter user and a promotional tweet about them.
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Books for Social Media Marketers

posted by Rebecca
Thursday, October 8, 2009
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books Books for Social Media MarketersI’m always reading and trying to educate myself about the ever-evolving methods of marketing ones business on the Internet. This month the two books that I have read, and recommend to any internet marketer, are Trust Agents and Twitter Power. Both Chris Brogan and Joel Comm are experts in the field, but they provide actionable steps to use social media, not just philosophical rhetoric.
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8 Twips : Tips for Twitter Marketing

posted by Rebecca
Wednesday, October 7, 2009
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twitter 300x200 8 Twips : Tips for Twitter MarketingThese eight ‘twips’ are best practices for building long-term high-payout Twitter accounts. Remember effective Twitter marketing is about building relationships and beginning a conversation – not making the sale. Your website makes the sale. Your time spent on Twitter interacting with your audience drives prospects to your website. Heavy-handed marketing or high-pressure sales directly on Twitter will not work in the long run.
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