Best 5 Practices for Reporting By BPS Digital Media | Thursday, March 30, 2017

Establishing a good reporting habit can help you build trust and credibility, plus it will help you understand better what’s going on. As a marketer, reports are the summary of your work, of what worked, and what didn’t. However, many believe reporting is only about transcribing analytics into a more concise document.

This is what executives are looking for when they see a report:

1. Trends, not tactics

Instead of getting buried in the details, take a look at the broader trends. Tracking changes over time will help you identify where your audience is moving and how they are responding to your marketing. Explain if the program is working, if you’re doing better or worse, and whether adjustments need to be made as you move forward.

2. Conversion rates

Everyone on your marketing team should be looking at conversion rates. How are you moving people from one stage of the funnel to the next? Conversion rates allow marketers to see what’s not working, and how to fix it. It’s critical to understand your conversion rates, how they compare to other channels, and how your tactics are impacting it.

3. Keep it consumable

Executives only want to see a snapshot of what’s happening on the site. Instead of creating a long document listing every single detail of the marketing, pick out the key points and highlight the areas that make the most impact on business. If there’s a big change, highlight it and explain why, always in an easy-to-consume way.

4. Own your losses

99 percent of the time, no one is going to hold it against you if you tried something and didn’t work. Own your losses. Data helps you explain a miss, and addresses what you can do to fix it. Use the misses to build a better campaign, come back stronger, and hit it out of the park next time.

5. Always have an action plan

Creating a report is a great way to know where you’re at, but it’s important to show what are you planning to do with this information. Analysis are only useful when you do something with them. Once you have the report, add an action-oriented plan that shows what’s next and how these results affect your next steps.

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