Dashboards vs. Reports: Picking the Right Method for Leveraging Consumer Insights

Specific examples of times to use a report or a dashboard and why to pick one over the other

AI makes it possible for marketers, analysts, and brand managers to surface more consumer insights that matter from online conversations, faster than ever. But with the increasing volume and variety of these insights, how can brands effectively share them across the organization? Dashboards and reports can help you better distribute these consumer insights to the right decision makers.

While it’s just as easy to create a customized set of metrics in a dashboard or a report, there are specific times that one or the other will be more useful depending on the context and goals for the data you’re looking at.

In this post, we’ll run through a few situations and see which option, dashboards or reports, is better suited for each.

Monitor brand discussion as it happens to identify potential opportunities or crises


When you want to monitor conversation in real time, dashboards are the right choice. You can create a custom dashboard with metrics like volume of mentions and your logo appearing in images. You can also track sentiment and emotion about your brand and products to quickly identify a change in consumer feeling and the reason behind it.

Comparing a current campaign to a previous campaign


To compare two campaigns, you’ll likely want to be analyzing the same time frame such as “week 1 of campaign X” vs. “week 1 of campaign Y.” When comparing specific timeframes for consumer insights analysis, reports are the right pick. Reports provide a detailed view or analysis for a specific period of time and it’s easy to add in metrics from past campaigns to compare them to current campaigns over the same timeframe.  

Create at-a-glance view of brand metrics for CMO to check in on


When an executive wants more visibility into the day-to-day metrics of the brand, dashboards are a great way to give them a set of metrics they can inspect at their leisure. While you may also want to set up automatic reports to be emailed at the end of each week or month, a day-to-day dashboard of key brand and product metrics gives executives full visibility into what’s being said online without needing to ask for a fresh report anytime there’s a new news story or campaign.

Weekly or monthly summaries of brand metrics


While dashboards are prefect for daily check-ins, automating reports to stakeholders can make sure decision makers get the most important insights emailed to them at the end of each day, week, month, or quarter, whether or not they regularly review on dashboards. You can customize a set of metrics and automate reports for specific email addresses and queue them up to be sent based on the recipient’s preferences.

Track a product launch in real-time


When you have a big event coming up like a product launch, you’ll want to track the conversation specific to the campaign and the new product. Setting up a dashboard with these metrics will provide real-time insights to gauge how the launch is going, how consumers are reacting, and if there are any potential issues. Monitoring in real time gives you the chance to react quickly to any wins or problems.


Customizable reports and dashboards make it easier than ever to view and distribute consumers insights from online conversations across your organization. Automating report delivery makes sure that the right people get the insights they need at the right time. Dashboards give key stakeholders real-time visibility into the daily metrics on your brand, products, and audience in order to make important decisions faster. Knowing when to use reports vs. dashboards will help you get powerful consumer insights the visibility they need to impact strategic decisions.

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