Reporting Is Not An Extreme Sport
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. (more…)