4. Year-Over-Year Data
Performance tracking and reporting is extremely important in delivering quality marketing services, so that you can optimize as you go and better achieve stated performance goals. A critical piece of data to include in reports is year-over-year (YoY) data. With YoY data, you avoid any type of seasonality issues and you’ll have a cleaner set of comparison data against which to measure. – Tom Shapiro, Stratabeat
5. Competitive Benchmarking
A well-crafted marketing report will be based on KPIs: metrics that align the outcomes with pre-set company goals. But in a competitive environment, meeting the company’s goals might be missing the mark on white spaces and potential growth areas. A great report will point out what competitors have achieved, how and where they are expected to go next, to identify opportunities and threats. – Hamutal Schieber
6. ROI Metrics
Every business, client and CFO wants to understand their ROI. And, while ROI metrics vary by industry, we, as agency partners, must know what’s driving our clients’ business forward and which metrics they’re focused on daily, weekly, monthly. A well-crafted report should speak to the ROI more than the initiatives. It’s the results, not the actions that will keep the relationship going. – Anna Crowe, Crowe PR
7. Actual Human Info
Making sure clients understand how customers are searching for their business is key. By letting clients know who came to their business from searching for it specifically, searching for a similar category, as well as those who were searching for a brand, they’re provided with information that lets them make better informed decisions for the future. – Danny Star, Website Depot
8. Publicity Value
We just started adding publicity values to our reports. Our vendor provides them and they really show the value of editorial placements vs. paid advertising. Sometimes clients have a hard time understanding and measuring how powerful a story or television segment can be. This is definitely making an impact both in reports and call agendas. – Michelle Mekky, Mekky Media Relations, Inc.
9. Outlook On Broader Strategic Goals
The difference between good and excellent reports depends on whether the report has an outlook on broader strategic goals. Oftentimes, routine reports focus on the tactical wins and tend to disregard the bigger picture. Reaching a new target segment may look very inefficient today, but might have exceptional importance for future growth. In this case, those inefficiencies would be investments. – Oksana Matviichuk, Verizon Media at Zenith | Publicis Groupe
10. Key KPI Data
When sending a marketing report, you should highlight KPI metric data showing the client a holistic approach to marketing campaign analysis. Highlighting key information in the form of engaging visuals will make relevant information jump off the page. – Jordan Edelson, Appetizer Mobile LLC
11. Metrics On The Impact Of Your Engagement
With the proliferation of cause marketing, companies can no longer simply raise awareness. It’s critical to showcase tangible social impact metrics that reflect how the company is mobilizing its resources across to achieve its benevolent mission. Incorporating social impact across the company’s entire value change is how organizations can truly change “business as usual.” – Theresa Schieber, Givewith
12. Key Takeaways
Always answer “so what” to add purpose and value to your reporting. Key takeaways presented in a digestible format allows for a digestible report. You can still have details for those who like to dive in further, but keep it user-friendly. We make deliverables visual for a quick read, but if you don’t have designers on hand, a bulleted summary and playing with the font size can go a long way. – Marc Becker, The Tangent Agency
