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.
Reporting is the process of collecting, analysing, and presenting data and metrics related to the performance and effectiveness of various marketing efforts and campaigns. It involves tracking key performance indicators (KPIs) and using the data to evaluate the success of marketing strategies and tactics.
Digital marketing reporting provides you with valuable insights and data on key performance metrics, enabling you to make informed decisions about your marketing strategies. By analysing the data, you can identify what works best, allocate resources effectively, and refine your campaigns for optimal results.
Reporting allows you to assess the success of your marketing efforts and track progress towards your goals. You can measure website traffic, conversion rates, and other KPIs to gauge the effectiveness of your campaigns, helping you identify areas that require improvement and areas of success.
Regular reporting holds you accountable for your marketing activities and results. It helps you stay on top of your performance targets, demonstrate your marketing efforts to stakeholders, and justify budget allocations to achieve your objectives.
Through reporting, you can identify both opportunities and challenges in your digital marketing efforts. By spotting trends and patterns in the data, you can adapt your strategies to capitalise on successful tactics and address potential issues.
Reporting plays a vital role in client communication, providing transparency and fostering trust with your clients. You can present the results of your marketing efforts clearly and concisely, showcasing the value delivered and outlining future plans for continued success.
The starting point, of course, is establishing what it is that you actually wish to report. This should be divided into:
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.
Under your north star there will be other metrics that you want to keep a very close eye on. We would recommend limiting these to around 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.
These may change from month to month and are there to support your headline KPI’s.
Every business is different but in our experience the north star 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 KPIs should also be reported once a week but only among those directly involved in the marketing, while the secondary KPIs will probably form part of a larger monthly or quarterly report that digs into much more detail.
Frequently Asked Questions about Reporting
The frequency of generating reports can vary based on your campaign’s complexity and objectives. Typically, monthly reports are sufficient, but for more dynamic campaigns, weekly or bi-weekly reports may be beneficial.
There are several tools available for digital marketing reporting, including Google Analytics, social media analytics platforms, email marketing software, and marketing automation tools. Choose the ones that align with your specific reporting needs.
Digital marketing reports provide a clear picture of the ROI and performance of different marketing channels. By analysing the data, you can allocate your budget more effectively to the channels that generate the best results.
Use the insights from your reports to optimise your marketing strategies. Focus on successful tactics, allocate resources to high-performing channels, and address areas that need improvement. A/B testing can help refine your campaigns further.
Keep your reports concise and visually appealing, presenting key metrics related to the campaign objectives. Include clear explanations, actionable insights, and future recommendations to demonstrate the value of your efforts.
No matter what sector you’re in, we believe that the fundamentals of great marketing never change
From your website user experience to the user imagery within your social media, brand is every moment of every interaction with your business. Defining who you are.
Get your content right, and the channels will all but take care of themselves. It is not enough for content to be superficially on-brand, but rather it must drive the brand’s vision, no matter how ambitious.
It’s no coincidence that the best B2B marketers are endlessly curious individuals who understand the value of research. I’s where every great strategy begins.
There is no better way of capturing incredible B2B or professional service content whilst simultaneously raising awareness and growing credibility, than by engaging with the top 1% of your target market; the influencers.
From SEO to email marketing and webinars to social media, your content needs to be distributed across all the relevant channels as you develop brand into a serious digital asset. Meanwhile, a paid lead generation strategy that limits cost per acquisition (CPA) may also be required, depending on short term targets.
In order to avoid “analysis paralysis”, a small number of headline metrics at both brand and commercial levels should be agreed upon, along with the frequency of updates. We typically find that weekly mini-reports ensure constant momentum without disrupting day to day activity.
Our team care about two things – doing brilliant work and making an impact. That’s why we’re directing every free moment to helping the
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