Metrics Dashboard for Diagonal View

Brief for Developer

Basics of Diagonal View- We create original video content and distribute the content online

across various platforms such as Youtube for mass consumption. When people watch the videos, they view advertisements from our partners and we make money from the advertisers.

www.diagonal-view.co.uk

Interesting content people want to watchCreate

Distribute videos everywhere online

(Youtube, Bing, Facebook, etc)

PostAttract advertisers

and network partners who want to reach

mass audiencesSell

Dashboard Background• What is the need?

– As the company has grown, its reporting needs have expanded. The current process is excel-based, manual and overly time-consuming for the team. Diagonal View needs a dashboard solution that will help it to understand key data in real-time without requiring staff to manually pull reports and format in excel.

• What purpose does this Dashboard serve? – Inform management about what revenues they can expect– Inform commercial team about what changes they should make to their accounts– While there are two audiences, this should be consolidated into a single dashboard with two sections

• What are we measuring? – Performance against key performance indicators– Current performance against historical performance

• When is it needed?– The management team needs this dashboard as soon as possible, and therefore once the developer has

been selected, Diagonal View would require development to commence immediately.

Dashboard DesignSingle dashboard with 2 distinct sections:

Section A• Measures performance against targets• Dashboard A should follow requirements

from lists A and C• Key sections:

– Views and revenue by platform vs goal

– Revenue by partner vs goal and current CPM rates

– Profit vs goal and current costs– Sell-through vs goal– Share of business by partner

Section B• Line charts to depict how current performance

matches against historical performance• Dashboard B should follow requirements from

lists B and C• Key sections:

– Revenue by platform– Views by channel– Consolidated p&l– Revenue by partner– Sell through– Gross margins– CPM– Revenue by content

Section BSection A

Requirements of Both Dashboards (List C)

Key requirements for both dashboards:1. Accessible anytime on any device2. Updated as frequently as possible (e.g. daily)3. Primarily visual4. Automated to the greatest extent possible5. Provide access the raw data to ensure it is leaning on the correct stats and

therefore painting an accurate picture or story6. Provide the ability to change, add to and remove dashboard elements easily

or cost effectively after the first build1. For example, adding in data feed from a new partners,

platforms and channels 7. Ability to aggregate data feeds from FreeWheel and Youme8. ***optional: if possible, create CMS or pull data from current CMS

to scrape for views of all videos across all platforms

Section A of the dashboard will help managers understand what profit to expect, as well as help management and commercial teams to measure performance against targets.

* A mock-up of the dashboard is contained in the following slide. While the resulting dashboard need not appear exactly like the mock-up, it should closely resemble and include all of the key elements.

Section A Overview

Visual Segment Information Data Source

1) Revenue by platform vs goal in one large ‘speedometer’

Platforms to include:Daily Motion, MSN, Youtube, Myspace, Swagbucks, Skype

•Revenue information from data feed from Freewheel for Daily Motion, Myspace, Swagbucks, Skype•Revenue information from MSN and Youtube to be manually inputted from their insight website (unless script could be written to pull information)•View information from Diagonal View owned CMS for MSN (csv file on local server)

2) Views by platform in one smaller ‘speedometer’ just below the revenue by platform

3) Revenue by partner vs goal speedometer

Partners include: Outrigger, Google, spotxchange, tremor, brightroll, yume, BBE

Data feed from Freewheel

4) Share of business by partner pie chart

5) Sell-through vs goal thermometer

The goal for sell-through rate should always be 100%

From freewheel, pull total number of pre-roll ads served (not companions) and pull house-ads to determine gap (actual vs goal of 100).

6) Margin vs goal speedometer

Serving costs to include the full figure with the percentage by which that has increased or decreased from the following day. Also percentage of cost vs revenue and percentage by which it has increased or decreased from the following day

Profit = revenue (sum of data from freewheel) – cost

Key requirements (list A):1. All requirements from list C2. Goal amounts (red, yellow and green sections) to be entered manually3. Auto email notification when numbers in any of the segments hit the ‘red zone’4. Allow for manual override to data (occasionally data from sources will not be

available or correct and an automated system may not pick this up)5. Must allow for new platforms and partners to be added and deleted6. Ideally, an email alert to show when discrepancies between streams and

freewheel views for platforms exceeds 10% (this will be only applicable if we develop a scraping system in parallel to this dashboard)

Section A Requirements

Section A Visual

Section B consists of several line graphs to depict how current performance matches against historical performance.

* A mock-up of the dashboard is contained in the following slide. While the resulting dashboard need not appear exactly like the mock-up, it should closely resemble and include all of the key elements.

Section B Overview

Visual Segment Vertical axis Data Source

1) Revenue by platform Platforms to include:Daily Motion, MSN, Youtube, Myspace, Swagbucks, Sports New Media

Freewheel for feeds as of today and going forward + excel sheet that captures data before 28 March for quarterly average and monthly average

2) Views by channel Views by 1,000Channels to include: Diagonal View, Uzoo, The A list, the Label, All time 10s, Totally Game, Football Daily

Freewheel, youtube, msn

3) Gross Margins Pound value of revenue and cost

4) Revenue by partner Partners include: Outrigger, Google, spotxchange, tremor, brightroll, yume, BBE

5) Sell-through Percentage out of 100

6) CPM Dollar amounts

Key requirements in addition to the key requirements list C:1. All requirements from list C2. On the horizontal axis for each line chart: quarterly average, monthly average,

weekly average, today’s figure3. Ability to take into account historical information (information may not be

available via feed, so will need to be imported via excel)4. Need to be able to add and remove channels5. Need to make data clear, even though scale will differ (for example, Diagonal

View has over 1M views per day while other channels get 10K views)

Section B Overview

Section B Visual

Next Steps

1. Developers to respond with proposal by 25 March. Proposals will be evaluated on the following:

1. Cost of initial build, testing and future support if required2. Estimate of time required to build dashboard3. Quality (please provide samples of work that you have done and/or

recommendations from clients)

2. Diagonal View to respond by Monday 28 March:1. Confirmation of which developer has been selected and feedback2. Contract for winning developer

Appendix

Additional information for your reference

TerminologyPlatform:·Platforms where DV videos are posted. Platforms get rev share on advertising

·Examples: Daily Motion, MSN, Youtube, Myspace, Skype, Swagbucks, Yahoo, Facebook football, AOL

Advertiser:

·Either direct or agency representing the advertiser

·Examples of direct: Reckitts

·Examples of O&O: Outrigger

·Resellers: Google, spotxchange, tremor, brightroll, yume, BBE

Technologies:·Ad server: Freewheel, Yume

·Player: Brightcove, Ooyaa

Consumer:

·Anyone who watches a video, particularly in North America (95% of value)

Diagonal View

Universe

Consumers

Advertisers/ Network Partners

TechnologiesContent

Platofms/ Distributors/

Publishers

Content:·Stream: number of times a video is played on a platform

·Ad Server View: number of times the ad server recognises that a video is played on a platform

·Ad Server Ad Impression: number of times the ad server delivers an ad on a video that is played on a platform

CMSBrightcoveplayer

5Min, YouTube+ other indirect

FreeWheel Ad ServerYuMe

Ad Server

MySpaceDailyMotion

+ other VAST/VPAID

Swagbucks, MiiTV

FacbookSkype

Own Sites+ other Embeds

MSN

Partner Operations

Content Uploaded

System Integrations forTier 1 & 2 publishers:

Resellers:Tremor, Tidal,

Brightroll, Specific,

Crosspoint, Spotxchange, SmartClip etc O&O

Campaigns:Outrigger etc

$1 CPM

$1 CPM