The MVO dashboard doesn’t just show your coverage, it gives you actionable insights you can use to shape strategy, optimise media spend, and demonstrate ROI. This guide walks you through the key areas to pay attention to and how to turn the data into meaningful action and high-level strategy learnings.
Media Distribution Strategy
Your dashboard includes a breakdown of how each media type contributes to your:
Mentions
Reach
PR Value
This helps you quickly identify where your brand is getting the most traction. For example:
If online media is driving the highest percentage of reach but not mentions, you might double down on securing placements with larger outlets.
If Instagram Stories are generating low PR value but high volume, it may be worth investing in bigger creator partnerships.
💡 Pro tip: Use this insight to balance your media mix and adjust where to allocate resources.
Paid vs. Organic Content Drivers
On the All Media tab, scroll down to see the Paid vs Organic Distribution of your social coverage.
Paid coverage includes any post or story tagged with terms like ad, advert, advertisement, branded content, paid, paid partnership, or sponsored.
Organic coverage includes posts where creators or media mention your brand without paid terms or promotion.
This split gives you a clear view of your ROI:
Are your paid partnerships delivering enough reach and engagement to justify spend?
Are organic mentions strong enough to show genuine brand love and awareness?
💡 Pro tip: Use this insight to refine your influencer strategy and measure the effectiveness of paid vs earned coverage.
Top Contributors & Influencers
Your dashboard highlights who is posting about your brand most often and driving the biggest impact. This helps you:
Spot your brand advocates and consider nurturing relationships with them
Identify which influencers or media outlets bring the highest ROI
Benchmark your coverage by contributor to see who’s driving volume vs value
💡 Pro tip: Use this insight to prioritise partnerships and identify creators worth re-engaging.
Market Impact
If you have market impact reporting set up, you can contextualise your performance compared to your closest competitors. This helps you:
See where competitors are over-investing or underperforming
Spot white space opportunities in specific channels
Position your brand’s wins more effectively in reports and presentations
💡 Pro tip: Market Impact reporting helps you understand the bigger picture, allowing you to sharpen your strategy and identify growth opportunities.
To learn more about market impact reporting, explore our Market Impact Guide. If you would like to set up market impact reporting on your account, reach out to [email protected]
Trend Analysis by Date Range
By adjusting the date range, you can see how coverage, reach, and PR value change over time. This helps you:
Track the success of campaigns and launches
Identify seasonal peaks or dips in coverage
Spot when specific media types or influencers are most effective
💡 Pro tip: Use this insight to plan campaigns around high-performing periods and maximise impact.
Putting It All Together
The MVO dashboard is more than a performance tracker; it’s a decision-making tool.
By combining insights from media distribution, paid vs organic splits, top contributors, competitor benchmarks, and trend analysis, you can:
Optimise campaign strategies
Justify budget allocation
Demonstrate ROI to stakeholders
Identify new growth opportunities