The final section of this training discusses the contextual relevance of reporting.
The contextual relevance of reporting
Data needs context; without it you’re running blind.
The best way to start every marketing effort off is by setting the right goals and identifying the correct success metrics: by choosing the right tools so that all aspects of a campaign’s performance could be recorded throughout its duration, and by having the correct analytics to help you understand the relationship between your assets and the leads, prospects, and customers they influence.
Marketers, after all, need a rich data set to accurately determine how to move forward and iterate over time. Reporting is more than just your end result. It helps you see how your company is performing across all departments.
This is key when it comes to proving the ROI of your campaigns or talking to key stakeholders about the work you’ve done. Reporting enables you to always be learning about your leads, prospects, and customers: how they prefer to communicate or shop as well as what motivates them and the types of information they value most.
This data, in turn, can act as insight or inspiration to inform future marketing campaigns and to help your company grow better. Naturally, you’ll need the correct toolbox to continue driving impact in a helpful and human way. Along the way, you’ll need to understand your goals and buyer personas. Be willing to experiment and iterate on your content and conversational strategies.
Have the correct tools in place to execute your marketing campaigns. Reporting can and will help you understand the success of your current initiatives, but also can guide how you move forward.
By continuing to make data-driven decisions, you’ll be better informed on the best ways to reach and develop relationships with your target audience, no matter where they are.