The approach to structures can be quite flexible. This is demonstrated in this lesson by evaluating the structures of digital and conventional reports that are aimed at different audiences.
- [Instructor] Now I'd like to walk you…through a few examples…which will demonstrate that there can be great flexibility…with structures.…Here in this sample that you can see,…the AT Kearney report follows quite a formal structure…with an index, and a bullet point executive summary.…Now, academics tend to be quite schooled…in rigid structures like the one you see here.…However, many practitioners will prefer…that we follow a different approach.…So therefore, if we look at this report here,…it conveys the information quite well,…but it actually lacks a formal structure.…
Of course, it is also a much shorter report.…Note that he has no index, or not even…an executive summary.…But, it does not have a negative impact…on the perception of the report.…In fact, if this presentation is suitable…for the intended audience, then there is no need…for structural improvements, since it really will…serve the purpose quite well.…Now if we consider some examples…of digital marketing reports,…here we can see a beautifully crafted report,…
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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