Evaluates product analytics dashboard design for a new phone launch on a social platform. Strong answers group awareness, engagement, creator adoption, sentiment, conversion proxies, and competitive benchmarks.
##### Scenario
Apple has just released a new phone and wants a dashboard showing how the launch performs across the platform.
##### Question
List the most important metrics you would pull for Apple’s phone launch and explain why each is valuable to the client.
##### Hints
Reach, engagement lift, hashtag adoption, share of voice, sentiment, conversion proxies, competitor comparisons.
Quick Answer: Evaluates product analytics dashboard design for a new phone launch on a social platform. Strong answers group awareness, engagement, creator adoption, sentiment, conversion proxies, and competitive benchmarks.
Product Analytics Dashboard for a New Phone Launch
You are a data scientist at a short-form video or social platform. Apple has launched a new phone and wants a dashboard to track how the launch is performing on-platform across awareness, engagement, creator adoption, sentiment, conversion proxies, and competitive standing.
List the most important metrics for the dashboard, group them logically, define each metric, and explain why it is valuable to the client.
Constraints & Assumptions
Separate paid, owned, earned, and organic content where possible.
Use time series around pre-launch, launch, and post-launch periods.
Include segmentation by geography, audience, creator tier, placement, and content type.
Treat conversion proxies carefully unless purchase or pre-order data is available.
Clarifying Questions to Ask Guidance
What campaign assets, hashtags, creators, and paid placements are in scope?
Is the client optimizing awareness, engagement, purchase intent, pre-orders, or brand sentiment?
Which competitors and prior phone launches should be benchmarked?
Is any off-platform sales or survey data available?
Part 1 - Awareness and Reach
Define metrics that show how broadly the launch is being seen.
What This Part Should Cover Guidance
Include unique reach, impressions, frequency, video starts, completion, audience overlap, and paid versus organic splits.
Explain why these metrics establish campaign scale and saturation.
Include baseline and share-of-voice comparisons.
Part 2 - Engagement and Creator Adoption
Define metrics for user engagement and creator participation.
What This Part Should Cover Guidance
Include likes, comments, shares, saves, follows, profile visits, watch time, completion rate, hashtag use, number of creators, creator tier mix, UGC volume, and content quality.
Segment by official content, influencer content, and organic user-generated content.
Explain how creator adoption can amplify the launch beyond paid reach.
Part 3 - Sentiment, Conversion Proxies, and Competitive Benchmarks
Define metrics for perception, intent, and competitive standing.
What This Part Should Cover Guidance
Include sentiment, topic themes, brand safety, search volume, landing-page clicks, shop/pre-order clicks, coupon or affiliate actions, and survey lift where available.
Compare against competitors, previous launches, and category baselines.
Warn about attribution limits for proxy metrics.
Follow-up Questions Guidance
What metric would you put at the top of the dashboard for an executive?
How would you detect whether paid spend is cannibalizing organic reach?
How would you validate sentiment quality across languages?