Category: Reporting
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The Three Whats of Marketing Reporting
Let’s be candid: most marketing reporting sucks. It’s either so superficial and activity-based that it doesn’t tell us anything, or it’s a truck backing up, dumping data all over our desk and expecting us to sort through it all. Neither helps us improve our marketing. What’s the solution to this conundrum? One answer is a…
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You Ask, I Answer: Communicating Marketing Results to Non-Marketers?
Allie asks, “Do you have any tips for sharing marketing results like social media and email marketing analytics to a non-tech-savvy staff?” Most staff in an organization aren’t going to be interested in marketing results unless they work in marketing. Instead, they’re going to want organizational results, so connecting the dots between marketing’s outcomes and…
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You Ask, I Answer: Reporting Glossary For Non-Technical Audiences?
Allison asks, “When it comes to reporting – how have you successfully educated others in your company on results? Is a simple glossary enough or have you taken another approach, especially with our less tech-savvy peeps?” The key is identifying what they care about from a measurement perspective. We often make the mistake that what…
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You Ask, I Answer: B2B Marketing Reports
Beth asks, “I’m looking for a killer marketing report that works for your leadership team. Anything you are willing to share or a direction you suggest I start looking would be super beneficial.” This is a design thinking problem. You want to answer 6 questions to come up with the perfect report – and expect…
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You Ask, I Answer: Demonstrating Value to Coworkers
Shannon asks, “Do you have any tips on how to demonstrate your value to your coworkers?” Value is defined by what you do that helps others. Depending on who the others are dictates what you report on. If your others are customers, then it’s metrics like increasing the lifetime value of the customer. If it’s…
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You Ask, I Answer: Measurement Tips for Agencies
Max asks, “What are some tips for agencies and freelancers for better business results in 2019?” Agencies and freelancers are notorious for skimping on measurement. In this video, I offer some guidelines about how much to spend on measurement and how to create a measurement plan. Can’t see anything? Watch it on YouTube here. Listen…
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You Ask, I Answer: Analytics Reports Tools?
Julie asks, “How do you put your analytics reports together? Excel, powerpoint, or something else?” As with any questions about tools, the answer is contingent on many factors. – What does the person have? Excel and Powerpoint are nearly ubiquitous, as is a web browser – What has the customer asked for? – What are…
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Marketing Reporting 101, Part 6: Wrapping Up
Reporting. Every executive demands it. Every marketer produces it. Almost no one loves it. In this series, we’ll tackle the basics of marketing reporting, from what good reporting is to how to construct a simple report with the time-honored 6W framework in mind. Part 6: Wrapping Up As we wrap up this series, I’d like…
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Marketing Reporting 101, Part 5: Reporting Technologies
Reporting. Every executive demands it. Every marketer produces it. Almost no one loves it. In this series, we’ll tackle the basics of marketing reporting, from what good reporting is to how to construct a simple report with the time-honored 6W framework in mind. Part 5: Choosing Reporting Technologies When we discuss reporting, we often focus…
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Marketing Reporting 101, Part 4: Reporting Cadence
Reporting. Every executive demands it. Every marketer produces it. Almost no one loves it. In this series, we’ll tackle the basics of marketing reporting, from what good reporting is to how to construct a simple report with the time-honored 6W framework in mind. Part 4: How to Set a Reporting Cadence When it comes to…
