{"id":41041,"date":"2018-08-08T01:25:13","date_gmt":"2018-08-08T08:25:13","guid":{"rendered":"https:\/\/eigene-homepage-erstellen.net\/?p=41041"},"modified":"2023-08-08T10:34:47","modified_gmt":"2023-08-08T17:34:47","slug":"marketing-reports","status":"publish","type":"post","link":"https:\/\/eigene-homepage-erstellen.net\/blog\/analytics\/marketing-reports.htm","title":{"rendered":"Creating Kick-Ass Marketing Reports Through Progressive Detail"},"content":{"rendered":"\n

Marketing reports damage my car.<\/p>\n

Sometimes, when I walk out of a meeting, usually a quarterly or monthly<\/a> There-Is-A-Very-Important-Person-In-The-Room kind of meeting, I head to my car. I close the door. I crank up the radio. Then I punch the roof as hard as I can while screaming “fuuuuuuuuuuuuuuuuuuu.”<\/p>\n

Most of the time, that’s because I failed to persuade the Very Important Person In The Room.<\/p>\n

And most of the time, that’s<\/strong> because I provided a report about as consumable as a bag of 6-week-old broccoli you keep shoving further back in the vegetable drawer.<\/p>\n

Face it: When it comes to reporting, digital marketers suck. We lecture clients about audience awareness. Then we create reports that ignore our own audience. We dive down into the details too fast, or we deliver no detail at all. We make it hard for clients to get more information. Our reports are backward. Upside-down and sideways. Mish-mashed. Cattywampus. Higgledy-piggledy.<\/p>\n

Want to fix it? Stop dumping data in the client’s lap. Use progressive detail<\/em>.<\/p>\n

Progressive detail is layered. The top layers show metrics and KPIs most directly connected to overall business performance. Deeper layers get more and more tactical. They show metrics that support day-to-day decision making but may not mean much to executives who spend their time looking at overall business performance.<\/p>\n

Progressive detail creates this layered presentation with multiple formats:<\/p>\n

    \n
  1. Dashboards<\/strong> start with the big picture and then deliver increasingly granular summaries<\/li>\n
  2. Detailed findings and recommendations<\/strong> explain dashboards and provide specific next steps. This is what usually call “the written report.” After you read this, you’ll know better<\/li>\n
  3. Tabular data<\/strong> provide the raw backup to support the rest of the report<\/li>\n<\/ol>\n

    Progressive detail helps digital marketers stand out, not as tactical nerds, but as marketers who understand the big picture. It means fewer roof-punching moments.<\/p>\n

    Here’s how to do it.<\/p>\n

    Ingredients Of A Kick-Ass Report<\/h2>\n

    Short version: A kick-ass report combines dashboards, detailed findings and recommendations, and tabular data. Treat reports like user manuals. But read the rest of this section if you want examples.<\/em><\/p>\n

    I see marketers say “report” and mean one of these:<\/p>\n