Executive Summary All Sources
What this shows: High-level overview combining all marketing and communications channels in one view.
Data Source: Aggregated from Google Analytics, Sprout Social, Meltwater, and Marketing Cloud
30-Day Performance Overview
This dashboard provides a comprehensive view of the Frank Batten School's digital communications performance across all major channels. Our marketing efforts have reached over 362,000 combined impressions through website traffic, social media, and other digital channels. These metrics help us understand audience engagement, optimize content strategy, and demonstrate the effectiveness of our communications initiatives to stakeholders.
Combined impressions from website pageviews and social media, representing the total number of times our content was viewed across all digital platforms.
Total pages viewed on batten.virginia.edu, including repeat visits. Indicates overall interest and content consumption on our website.
Number of times our social media posts appeared in users' feeds on Instagram, LinkedIn, X/Twitter, and Facebook.
Percentage of viewers who actively interact with our content through likes, comments, shares, or clicks. Industry benchmark for higher education is 2-4%.
Channel Performance Overview
Individual performance metrics for each communications channel. Web Analytics, Social Media, and Email Marketing are fully operational with live data collection. Media Monitoring uses CSV export data from Meltwater.
Quick Insights
Key takeaways and highlights from the selected time period. These insights help identify what's working well and where to focus future efforts.
- Website: 261,349 pageviews with strong engagement across desktop and mobile devices
- Email Marketing: 33.9% average open rate from Salesforce Marketing Cloud - well above industry average of 20-25%
- Media Monitoring: 436 mentions tracked via Meltwater with 73% positive sentiment
Website Analytics Google Analytics
What this shows: Website traffic, user behavior, and engagement metrics from Google Analytics.
Key Metrics Explained:
- Pageviews: Total number of pages viewed (includes repeat views of same page)
- Sessions: Individual visits to the site (30 min of inactivity = new session)
- Users: Unique visitors (based on browser cookies)
- Session Duration: How long visitors stay on the site per visit
- Bounce Rate: Percentage of visitors who leave after viewing only one page
- Engagement Rate: Percentage of sessions lasting 10+ seconds with page interaction
- Traffic Channels: Direct (typed URL), Organic (search engines), Social (social media), Referral (other websites)
Data Source: PostgreSQL database (web_analytics table) - Updated daily at 3:00 AM ET
Social Media Sprout Social
What this shows: Social media performance across Instagram, LinkedIn, X/Twitter, and Facebook.
Metrics: Impressions, engagement rates, and post performance from the last 90 days.
Data Source: PostgreSQL database (social_posts table) - Updated daily at 3:00 AM ET
Detailed Mentions Analysis Meltwater
What this shows: Searchable database of media mentions with filtering by date, source, sentiment, and keywords.
Note: Currently showing sample data - live Meltwater API integration pending
Media Monitoring Meltwater
What this shows: Brand mentions across 270,000+ news sources, TV, radio, print, and social media.
Metrics: Sentiment analysis (positive/neutral/negative), mention volume, top sources, geographic distribution, and recent headlines.
Data Source: Meltwater CSV export - Contains 436 mentions from July-September 2025
Email Marketing Salesforce Marketing Cloud
What this shows: Email campaign performance including open rates, click rates, and subscriber engagement from Salesforce Marketing Cloud.
- Open Rate: Percentage of delivered emails that were opened by recipients
- Click Rate: Percentage of delivered emails that received at least one click
- Click-to-Open Rate (CTOR): Percentage of opened emails that had a click - measures content engagement
Data Source: PostgreSQL database (email_campaigns table) - Updated daily at 3:30 AM ET