You might think the process of sorting through campaign performance data and preparing client reports is a relatively dry job to perform, lacking any sort of big adrenaline rush. Well let me tell you something, you're right. Data crunching isn't one of the most glamorous parts of interactive marketing. Without analytics and reporting, however, there's no way to separate the winning campaigns from the flops.

To make sure the reporting I create satisfies our clients by providing them the insight they need, I keep a few key points in mind to steer my efforts in the right direction. All data points are not created equal. All data is useful but sometimes the data that are gathered are biased, making the gatherers look good, maybe even better that they actually are. We might receive data from a vendor who may spin the data to their own benefit. We always pull data using our own analytics tools. We'll match our results up with a vendor's to make sure any unusual data are identified. When this occurs, some extra investigation is needed to explain the differences.

The clients can always get what they want. Identifying what we report on requires a deep understanding of the client's wants and needs. We know what metrics are important to the client and create reports that offer up the results the client wants to see to help them determine if their campaign is working well or if it is performing below expectations. The report also gives the client the data they need to see whether or not they're getting the best return on their marketing dollars.

The reports need to be easy to understand and look the part of a reliable and reputable data source. We normally run the reports in Excel because of its customization capabilities and ability to control how the reported data looks on the page. Excel gives the finished report a professional sheen and makes it easier for the client to find what they want and understand what it all means.

When it comes to preparing client reports, it's not the journey, it's the destination. The process of creating a report requires careful sifting through and segmenting of data to meet a specific client's reporting needs, data entry and formula calculation to generate what the client needs to see, and preparation to make sure the report addresses the key metrics that are important to the client in a format that they will be able to decipher. There are no thrills, chills, or spills involved, just hard work, attention to numerous details, and a final product that gives the client what they need: results.

(Contributed by Ron Reeves)

With all the resources out there that can help someone put together a DIY website, it might be tempting to consider having your website built by someone other than a professional, like a freelancer or even your really bright 15-year-old cousin. All these available resources do make it easier to create a decent-looking website. The problem is that while taking this route can give you a website, it won't give you a protected one, and if something goes wrong and there is a security issue, you won't have avenues for support. Security is a serious shortcoming inherent in homemade websites. Someone who puts together an e-commerce site without a thorough knowledge of all the security measures needed to properly lock down the site leaves it (and its customer credit card information) very vulnerable. How vulnerable? A client of mine hired a freelancer to do his e-commerce website. In about 10 minutes, I was able to hack into the site and get all the credit card information stored on it. This was really not good because I am by no means a hacker.

Security has become a much deeper issue for all sites. Hackers can steal your URL, recode your website, start sending out viruses using your website, and steal your identity information. They are very crafty and will have no problem getting whatever they want from and doing whatever they want to an unprotected or improperly protected website.

By having your site professionally created, it will be better able to fend off these attacks. You'll be guaranteed that a team of professionals will be looking out for the best interests of your site. They know the measures needed to keep the hackers from having their way with your site and to help protect all the information you have stored there. I know people who provide freelance services and some of them are very skilled, but even the most gifted freelancer is by necessity a "jack of all trades, master of none." Creating and maintaining a professional design that functions correctly without compromising security requires a variety of skill sets. Here at LeapFrog, these skill sets encompass the activities of four distinct departments, so how could you possibly expect one person to possess this level of expertise?

For peace of mind about not just the security of your website but also that there will be someone who'll have your back if anything else goes wrong with your site, it's worth the investment to go with a pro when you have your site built. This extra expense will provide you with the benefits you receive when working with professionals. You'll have a group of people with different facets of experience coming together to build a website for you. And because this team has the forethought to think of things that might happen or be needed down the road, you'll have the security of knowing you will receive a site that will be safe and secure and able to benefit you for a long time.