Marketing creates a lot of data. It\u2019s quite difficult to accurately list all the metrics tracked by all the marketing platforms. And what\u2019s more, that number is growing all the time, not to mention all the dimensions those metrics can have.<\/p>\n\n\n\n
This makes reporting much more complicated than it should be. Which metrics to use? Which dimensions to combine them with? Which platform to follow for which metrics?<\/p>\n\n\n\n
You may, of course, already know that reports should be kept simple and without unnecessary distractions. The difficulty, then, is the process of planning what metrics should be used in the reports. You\u2019d want to report all the important metrics and none of the bloat.<\/p>\n\n\n\n
There are a few reasons why marketing reports may become bloated. The most common reason is simply because that\u2019s what the marketing platforms want you to see the most. Very often, metrics like impressions, views, and likes are front and center because these are metrics that are easily understood and, therefore, used in reports as well. <\/p>\n\n\n\n
Another reason is that reports try to communicate the same things to different stakeholders. Depending on the size of the company, the executive level, sales, customer service, and marketing probably want to know different things.<\/p>\n\n\n\n
One thing those two scenarios have in common is a lack of clear reporting structure or goals. Without those, it\u2019s almost impossible to produce meaningful marketing reports.<\/p>\n\n\n\n
With too many unimportant metrics mixed with the important ones, reviewing those reports becomes extremely tiring. We have all seen this: rows after rows of keyword data or time series charts of impressions and clicks that go back two years, and none of that was useful to even the person who produced the reports.<\/p>\n\n\n\n
These kinds of reports are inefficient and don\u2019t communicate the things that actually matter. They may include important information as well, but they are difficult to spot and put into context with so much bloat around. What would have been crucial to know from a business perspective is now diluted and most likely won\u2019t be considered in future strategies.<\/p>\n\n\n\n
So, what can be done to make marketing reports better and actionable? Considering these three questions to make your reports instantly much better.<\/p>\n\n\n\n
By defining your audience, it\u2019s easier to include information that makes sense for different stakeholders. Marketers can handle a more detailed analysis of campaigns; executives may want to know how well the marketing budget aligns with company goals and budgets; and sales may want to know if lead quality is improving.<\/p>\n\n\n\n
By segmenting the reports, it will be much easier to focus on the important aspects. Different departments have different goals and priorities, so aligning the reports with those will instantly make them more meaningful.<\/p>\n\n\n\n
Furthermore, if you go to the next level and prioritize the actionable data, it will be a lot more useful for analysis and can be used in future planning, not only to look back and see how it went.<\/p>\n\n\n\n
Now that we know why we should streamline reporting let\u2019s look at how to trim unnecessary information: <\/p>\n\n\n\n
Not everything needs to be improved immediately. Focus on the areas you need to improve first, and then decide what needs fixing next. <\/p>\n\n\n\n
Obviously, what should be included in a report depends on the case. However, the most relevant metrics are likely the same for most others. That\u2019s why it\u2019s better to start with something and improve iteratively.<\/p>\n\n\n\n
It\u2019s difficult to ultimately say what should be in your reports and what shouldn\u2019t. But, as I mentioned, the metrics everyone uses are generally the same. Maybe the dimensions are different, but mostly, it\u2019s the context that matters.<\/p>\n\n\n\n
Consider including these in the reports:<\/strong><\/p>\n\n\n\n Leave these out:<\/strong><\/p>\n\n\n\n Reporting can easily become more complex than necessary. On the other hand, it\u2019s not that difficult to simplify. The longer something is done in a certain way, the harder it is to change the process. The biggest factor contributing to bad reporting is most likely the lack of time.<\/p>\n\n\n\n Unfortunately, there are no magic tricks to instantly perfect reports. What I can offer are some general suggestions on how to start improving your marketing reports.<\/p>\n\n\n\n Additionally, the stakeholders should be involved in defining their reporting needs. After all, the reports are made for them and should reflect their needs.<\/p>\n\n\n\n Also, direct and indirect feedback about the reports should be collected, and the reports should be regularly revisited and revised.<\/p>\n\n\n\n There is a boatload of tools available to make the reporting process easier and faster. You can use a dashboard tool like Tableau or Looker to create visually pleasing reports. Then, you can use connectors like Supermetrics to pull data from various sources into the dashboard. Also, you can use a tool like Zapier to connect even more platforms together.<\/p>\n\n\n\n Many platforms offer their own reporting tools as well. Their customization options are a usually a bit limited, however. Sometimes it can even be difficult to use some of the metrics in custom reports. The real power of using connectors and dashboard tools is picking the metrics and dimensions you need, nothing more. <\/p>\n\n\n\n When it comes to marketing reports, most often less is \u2013 or would be \u2013 more. It takes more effort at first to build a reporting process, which is fast and can cater to different audiences. But that is completely worth the effort.<\/p>\n\n\n\n Concise reports have many benefits, like painting a clearer picture of the marketing efforts and being more efficient for the presenter and the viewer. All this helps in making better decisions quicker. <\/p>\n\n\n\n
\n
Best practices for B2B reporting<\/h2>\n\n\n\n
\n
The role of collaboration in effective reporting<\/h3>\n\n\n\n
Tools and technologies for efficient reporting<\/h2>\n\n\n\n
Conclusion<\/h2>\n\n\n\n