{"id":136,"date":"2023-02-25T14:54:45","date_gmt":"2023-02-25T14:54:45","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=136"},"modified":"2023-02-25T14:54:45","modified_gmt":"2023-02-25T14:54:45","slug":"five-steps-to-report-marketing-results-like-a-boss","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/five-steps-to-report-marketing-results-like-a-boss\/","title":{"rendered":"Five Steps To Report Marketing Results Like A Boss"},"content":{"rendered":"

The following is\u00a0my latest monthly Analytics column, originally published\u00a0on ClickZ. You can read all my\u00a0previous columns\u00a0on\u00a0ClickZ\u00a0here.<\/em><\/p>\n

If you don\u2019t have a boss that expects you to deliver results reports on your programs today,\u00a0you will in the future. But regardless of your current organization\u2019s sophistication with marketing analytics, there\u2019s no reason you shouldn\u2019t step up and report results like a boss.<\/p>\n

But what exactly does that mean? I don\u2019t just mean \u201cbeing awesome\u201d (well, I do mean that too) but I mean being the leader in your marketing organization I know you can be. Following is an overview of the basic steps to get there.<\/p>\n

Marketing dashboard using the recently launched Google Data Studio<\/i><\/p>\n

1. Start with a plan<\/b><\/h3>\n

What are your goals for marketing? What channels will you use to accomplish them? Do you have alignment and agreement on all metrics from all stakeholders? What will be your reporting cadence?<\/p>\n

A\u00a0fleshed out measurement plan\u00a0is a requisite prior to implementing any single marketing tactic. Once your plan is in place, channels and tactics determined, and resources allocated, only then are you ready to execute and report results to your team.<\/p>\n

2. Be sure you\u2019re capturing all the data you need<\/b><\/h3>\n

This should go without saying, but be sure you have implemented all the right code and configuration with your marketing and analytics tools in order to capture all your data. This is one of the first things we talk about in our (free) Analytics Academy\u00a0Digital Fundamentals\u00a0online course.<\/p>\n

If you\u2019re not capturing data properly, it is exceedingly difficult to report on marketing results. Learn more about data capturing\u00a0my previous column\u00a0on the subject.<\/p>\n

Bonus tip: setup alerts to know if something changes from a data capture standpoint. There\u2019s nothing worse than getting halfway through a quarter only to see your data capture is not happening properly: alerts will help you sleep better.<\/p>\n

3.Create the right reports for the right stakeholders<\/b><\/h3>\n

Your CMO is interested in entirely different set of metrics than your product managers. Your marketing team loves all the tacticle KPIs, but your sales team likely only wants to hear about leads generated and associated pipeline metrics.<\/p>\n

It\u2019s our job as marketers and analysts to make sure we\u2019re delivering a view of data that is relevant for each audience.<\/p>\n

This ensures not just that we\u2019re showing how our tactics are delivering on promises, but shows respect for our peers\u2019 time by delivering them a customized view of business metrics they care about.<\/p>\n

You can always expand reports if certain people ask for more, but don\u2019t overwhelm people with charts and graphs not relevant to them, especially busy executives.<\/p>\n

Bonus tip: check out the recently launched\u00a0Google Data Studio\u00a0to make beautiful dashboards from all our data sources for free.<\/p>\n

Sample Google AdWords report<\/em><\/p>\n

4. Always include an executive summary with anticipated reports<\/b><\/h3>\n

This is where\u00a0the real analysis work\u00a0comes into play. Sending reports with agreed upon metrics to your manager or to a client is great and illuminates your hard work that month or quarter.<\/p>\n

But context is critical. What worked well and what didn\u2019t? Did you have a blog post, social ad, or email campaign that stood out as a shining star that month? Call it out and share the what and the why, as well as \u201cwhat\u2019s next\u201d (replicate your successes!).<\/p>\n

Executive summaries are your chance to tie all the metrics together with your team\u2019s hard work and show you can articulate what the data means \u2013 your most valuable skill as a marketer and how you grow trust \u2014 and marketing budgets.<\/p>\n

5. Start to learn and become proficient in marketing forecasting<\/b><\/h3>\n

You\u2019ve got a marketing plan, you\u2019re capturing data and sharing it with the right team members as part of a process. Awesome work, you\u2019re already in the top percentile of marketer.<\/p>\n

Now go further: \u00a0after you learn to walk with results reporting, you\u2019ll soon want to run. Start to forecast where you see results going.<\/p>\n

This can be done not just by having goals, but by also including a dashed or light grey line within reports to show how you\u2019re trending compared with expectation. Truly sophisticated managers will appreciate this forward guidance.<\/p>\n

And even if you don\u2019t exceed your numbers every month, the fact that you have goals will motivate your team to do better, dig in to see what\u2019s working and in the future get good enough at forecasting to trend with \u2013 and hopefully beat \u2013 your forecasts.<\/p>\n","protected":false},"excerpt":{"rendered":"

The following is\u00a0my latest monthly Analytics column, originally published\u00a0on ClickZ. You can read all my\u00a0previous columns\u00a0on\u00a0ClickZ\u00a0here. If you don\u2019t have … <\/p>\n

Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":358,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-and-pr","resize-featured-image"],"_links":{"self":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/136","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/comments?post=136"}],"version-history":[{"count":2,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/136\/revisions"}],"predecessor-version":[{"id":1144,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/136\/revisions\/1144"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media\/358"}],"wp:attachment":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media?parent=136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/categories?post=136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/tags?post=136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}