Consolidated Reports to Strengthen Data Quality and Client Relationships
To be successful in marketing, you must understand your customers –– and what better way to learn about their behavior and habits than by looking at the numbers? Many times, marketers are left to lead with luck rather than data, by experimenting with new ideas and then observing how people engage with the message.
Fortunately for us marketers, today we have access to data across all digital marketing channels –– enabling us to analyze and, most importantly, learn from the results in order to generate new, data-based campaigns.
In this post, we take a look at what data consolidation means and how to provide consolidated reports to plan and strategize for the future.
What is Data Consolidation in Reporting?
Data consolidation turns large amounts of raw data into a relevant amount of information. When presented in digestible formats that improve readability, it can provide clearer insights into the effectiveness of marketing campaigns and the overall performance of your company. If you’re creating reports, being able to gather the relevant data and display it in a clear way will make it manageable for both your teams and clients.
Why Do Consolidated Reports Matter?
We live in a data-driven world –– and reports are what helps you visualize your business’ performance over any period of time. Without analyzing this information, you are blindly making decisions that are based on assumptions rather than facts. Concise reporting will make it easier to draw conclusions from your data and ultimately build trusting relationships with your clients.
5 Ways to Consolidate Your Reports
Now, let’s take a look at how you can modernize your reports to showcase your success and identify areas for growth.
1. Decide What Information Will Provide Value to Your Clients
As a marketer, your clients trust your expertise, so it is your responsibility to determine what information is relevant to the client’s goals and what info you can leave off. This is especially true as we now have the ability to capture thousands of data points every day.
So, the first step is understanding your client’s marketing goals and the Key Performance Indicators (KPIs) that will be measured during the campaigns. Then, identify what data points will reveal campaign performance.
When analyzing the data, keep the type of campaigns you are running in mind, as each marketing channel has a set of metrics that are ideal for that particular method of communication. It can become even more complicated when you are running lengthy campaigns that involve multiple channels.
It is also important to consider the industry benchmarks of your client. For email marketing campaigns, you will want to look at metrics such as the average open rate, click-through rate, and the number of unsubscribes for that particular sector. On the other hand, for social media, you will want to look at impressions, engagement rates, and new or lost followers. This will help you determine if you are doing well or underperforming, so you can make adjustments to your overall marketing strategy.
Learn More: Important PPC Metrics to Report
2. Tell a Story with Your Data
One of the most effective ways to get your message across to your clients is by utilizing the power of storytelling. Why? It’s simple –– a story will put the data into a context that has meaning beyond the numbers, allowing the information to resonate.
For some people, it may be a challenge to fully grasp the importance of the metrics you are tracking. However, with a story, it is much easier to understand and utilize the information to make informed business decisions for your organization.
3. Automate the Process
It’s no secret that automation can save you time in almost any area of business –– and reporting is no different! To save your team countless hours making reports, use automated reporting dashboards that will automatically populate the information from an analytics platform. In addition, the interactive reports allow you to adjust the date range, so you no longer have to create separate reports for each desired time interval. Read on to learn about the tools you can use to automate your reporting process.
4. Use a Reporting Tool
To simplify the process, implement automated reporting in your toolbox. Many of these tools come with features and templates that make reporting straightforward. Google Data Studio, for example, is a wonderful choice. This free tool allows you to create interactive graphs and dashboards that clearly tell your story. In addition, it makes it possible to create professional, consolidated reports that follow your company’s guidelines. This integrates well with other Google tools, such as Google Analytics and Google Ads.
5. Keep your Data Organized
While it may seem like a no-brainer, maintaining a clean and organized database is key. By keeping all of your information clearly labeled and categorized, it will make it easier for you to access the data and create your reports. When doing so, be sure to include a verification process to review your data before relying on it to make any decisions. This will prevent making decisions based on inaccurate data.
Get Access to Deeper Insights With Pinckney Marketing
Here at Pinckney Marketing, we know how important it is to provide our clients with powerful insights that will help them guide their next steps. By analyzing the data, we can draw strategic conclusions to drive both our marketing efforts and their business decisions. During regularly scheduled meetings, we discuss the intricacies of the data to help you make sense of the numbers in a way that makes sense for your business.
If you would like to schedule a free strategy session with one of our Digital Marketing Specialists, feel free to contact our team. During this session, we will discuss the details of your business and try to better understand both your marketing and business objectives. With this in mind, we will then determine which marketing services will allow you to achieve these goals.
To get started, simply click on the button below, and a member of our team will reach out shortly.