The benefits of presenting digital marketing data is discussed with reference to various stakeholders ranging from CEO, to investors and staff. Report writing is introduced here as the most popular way to present data
- [Narrator] The amount of people skilled in digital marketing, analytics and data science is rapidly increasing in the world. But there are infinitely more people that do not have or do not require these skills. For example, investors in the business, accountants, senior executives, and even B2B customers. Let's consider CEOs, they might not have time to learn how to use analytics but they do want to know what the most important findings are, with some recommended action points. Let's consider investors, they might not have access to analytical account or no idea what to look at to understand the performance of your business, what they do want is some snippets of data about the business with explanatory notes of what this all means in terms of opportunity.
Lets consider the B2B customer, telling them that you understand their competition is a good start, but proving it through an in depth accurate report that is backed by good data adds credibility, therefore your ability to report and interpret the digital marketing data that you've got access to is just as important as your ability to use the analytic tools to gather and evaluate the data. One of the most popular ways to report on digital marketing data is to gather all the data required and craft the structured or even semi-structured report.
It is really useful since a busy CEO can quickly scan the executive summary of the report, especially if they are in a rush, whereas the analyst who is deeply interested in learning about the business can really take their time and study all of the areas in the report. Your sales department on the other hand might simply be interested in reading the recommendations of the report. By knowing how to use a great report structure and subsequent content we can share the data that we have in such a way that almost every stakeholder in the business will draw insight from the report.
You'll be able to generate reports as PDF documents, a SlideShare or PowerPoint presentations, or even as video recordings that you can upload and share. If you're an entrepreneur who loves research you can even sell reports via Amazon and other vendors provided that you follow certain data protection rules. Here is a quick exercise that you can do on your own. You can search the web to see what industry reports companies like UBS produced, or what marketing reports a company like Marketo produced.
The good news is that soon you'll be able to produce your own reports.
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- Structuring reports
- Presenting analytics data with video recordings
- Considering different data sources
- Using hedging words
- Visualizing data within Google Analytics
- Writing a compelling executive summary
- Using Tableau to enrich reports
- Locating and using competitor industry data
- Drawing inspiration from others