Public Media Company - How to Create a Common Data Management dashboard

Transcription

1 Collective Data Management Dennis Hamilton, Managing Director, Public Media Company (PMC) Scott McPherson, VP Operations & Finance, New Hampshire Public Radio (NHPR)

2 About NHPR Statewide network 8 Full Power, 8 translators 180,000 listeners $6.2 million budget

3 About Public Media Company (PMC) A national nonprofit that provides comprehensive consulting services for strengthening, expanding and financing public media Committed to delivering solutions that create sustainable growth for public media

4 PMC Services Collaborations Strategic Partnerships Mergers & Acquisitions

5 What is the Public Media Database (PMD)? Where did it come from? PMC s business modeling analysis led us to discover a need for a comprehensive, universal data management platform to help stations: more effectively measure performance inform operational decisions craft new narratives about the impact learn more quickly from one another

6 What is the PMD (cont.) Find universal metrics and adopt them for use by every public media station Eliminate data ambiguity and multiple interpretations of the same data Create a common dashboard for use across all public media

7 Good Practice Metrics Number of weekly listeners/ coverage area population Number of contributors/ Weekly CUME Membership and underwriting per weekly listener/ per coverage area pop Investment in programming and production per pop Listener sensitive revenues/ total revenues Growth in revenues/ growth in expenses Net operating surplus/deficit before depreciation, amortization, interest and licensee direct support (if applicable) % of assets depreciated Short-term assets/ short-term liabilities

8 NHPR as the Pilot Station 150 financial metrics 50 audience metrics 35 engagement metrics Historical, YTD, Current Year Budget, Forecast Annual dashboard Monthly and Quarterly Summaries

9 NHPR as the Pilot Station (cont.) Sustainers vs. 1-Time 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2, ,196 16,246 15,376 13, ,765 2,451 12,260 11,534 11,301 9,500 6,039 7,808 FY 09 FY 10 FY 11 FY 12 FY 13 FY14 Goal One Time Givers Sustainers 19,000 $350 $300 $250 $200 $150 $100 Revenue and Expenses - Digital $50 $ FY 09 FY 10 FY 11 FY 12 FY 13 FY14 Goal Revenue (in000s) Expenses (in 000s)

10 NHPR as the Pilot Station (cont.) Annual Unique Visitors 1,200,000 1,000, , , , ,000 0 Website Users versus Time Spent on Site FY2009 FY2010 FY2011 FY2012 FY Average Visit Duration Annual Unique Visitors - Website Average Visit Duration (minutes) Investment in Programming and Production per Person Served (FY2012) Aspirational Actual Peer NHPR Industry

11 NHPR Learning Dashboard vs. Metrics vs. Benchmarks Presentation Matters There's a lot to talk about Measuring Goals

12 Denver Convening

13 Current Operating Principle Revenue + Audience does not always = Impact

14 Emerging Realization Revenue + Audience is not the same as Impact

15 Key Areas to Focus Local Context Data Equivalency Benchmarks Real-Time Data Access Data Management Cohorts by Objective

16 Engagement Metrics PMD Visual Audience Metrics Measure, Articulate & Visualize Impact Financial Metrics Outcome-based Cohorts

17 Preliminary Assessment 150 Revenue Metrics 70 Audience Metrics 11 Primary Data Sources 12 Secondary Data Sources

18 Preliminary Assessment (cont.) Nielsen RRC Contributor Development Partnership DEI donorcentrics Trac Media AudiGraphics Google Analytics Triton NPR Digital Station Internal Accounting Systems CPB PRX PBS NFCB NPR Research NPR Labs Public Insight Network Social Media Sources Guidestar Other

19 Work Ahead Database design Database funding Data acquisition Database access Database membership Database and dashboard June 2015

20 Let s Return to the Beginning What metrics do you use now? Which are the most meaningful? Who uses metrics at your station? Who provides them? Do you make decisions based on them? Wave your magic wand and describe your dream metric(s)

21 Presenter Information Dennis Hamilton Scott McPherson

22 Q & A