One of the most neglected and undervalued areas of marketing is the reporting process. The right reporting process will align strategy across the business, drive action and achieve buy-in from all stakeholders. Alternatively, the wrong reporting process will undermine the entire endeavour.

The starting point, of course, is establishing what it is that you actually wish to report. This should be divided into:

  • A northstar – the single most important metric to your business that provides a guiding light to all other metrics. It should be a great indicator of future revenue, a great indicator of the value the customer takes from your product, and aligned to your vision and values.
  • Headline KPI’s – under your northstar there will be other metrics that you want to keep a very close eye on. We would recommend limiting these to around to three or four., as any more and their impact will be diluted. Typically one of these would represent the brand, one would represent engagement, one conversion and one retention.
  • Secondary KPI’s – these may change from month to month and are there to support your headline KPI’s.

“That which gets measured, gets done.”

Every business is different but in our experience the northstar is something that should be reported on at least once a week to the entire senior leadership team, as it’s critical the entire business is aware of this metric and their activity is geared towards driving it forwards, no matter what department they represent. The headline KPI’s should also be reported once a week but only among those directly involved in the marketing, while the secondary KPI’s will probably form part of a larger monthly or quarterly report that digs into much more detail.

For more information on how Boss could help implement a reporting process that really drives your business forward, contact us today.


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    The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

    If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

    Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

    In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

    once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

    Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

    We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.