5 Rules for Digital Marketing Reporting & Campaign Planning

5 Rules for Digital Marketing Reporting & Campaign Planning
March 4, 2016 Joe Vernon
reporting rules

In our previous post, “Five Reporting Rules for Digital Marketing Agencies” we talked about digital marketing dashboards and finding the right metrics, how not to bury your data, show your work, provide insights, and to summarize. We wanted to take those five rules and add five more, similar rules but should help your team more specific when reporting to your clients.

Set Goals

Setting goals is a must for reporting. This helps your client or boss understand what you are working towards and make it easier to measure results. Your goals must be specific too. Here is an example of a good goal;

“Increase beta sign ups by 15% by the first quarter”

Here is an example of a bad goal;

“Increase traffic”

Do you notice the difference? The good goal has a specific measurable result that is achievable, realistic, and time-related. This follows the SMART methodology (Specific, Measurable, Achievable, Realistic, Time-Related).

Define KPIs

KPIs stand for key performance indicators and these must be defined before starting any marketing campaigns. When working with websites, KPIs are often Users & Conversions. This is because when a website earns more users, it increase the brand’s awareness among those users. Conversions are also important as that is generally an attempt made by the user on the website to contact the brand.

However, if you are running a campaign on specific channels, such as social, the KPI may be Users from Social Sources instead of just Users.

Report it Only if it is Important

Too many marketing reporting dashboards report metrics that don’t matter as primary metrics. For example, average time on site or bounce rate. These metrics can be important during smaller campaigns, but too often those metrics aren’t going to help a business reach their goals.

Report metrics that are important and actionable.

Be Transparent & Try Honesty

Don’t hide bad results under meaningless stats. Be transparent with your client or boss and report bad results and what they mean and how you can change them. Use your KPIs as a way to correct your strategy and steer the campaign in the right direction. Don’t bullshi*t them. Take your mistakes head on, nobody is perfect and if you are able to report a failure and explain why it happened and what you are going to do to fix it, most likely the client or boss will understand. Just try not to make the same mistake twice.

Provide Context and Context to the Numbers

Most people can log into an analytics dashboard and see an increase or decrease in numbers, but not everyone can explain what those numbers mean. Use your analytical skills and interrupt what the metrics mean, why they are changing, and what actions should be done to continue or change the results. Make sure that your client knows you provide more than just numbers.

In Conclusion

Following these rules will impress your clients or boss. However, be sure that you are reporting these rules in a well designed presentation. If needed, find a 3rd party software to automate these reports and increase transparency. Unifusion was built off of these rules and is aimed to help marketers report their results, click here to explore our site and learn more.