Reporting

Custom tailored reports

When creating various marketing projects, I came to realize the importance of delivering actionable and concise reports that clearly show how our campaigns are performing. I focus on three areas: behavior, outcomes, and acquisition. On larger projects, like sites with 1m+ visitors/day, it becomes more challenging to pull together the most important data. Luckily, I know how to quickly identify the key indicators of a company or website and translate that into the behaviors of the site visitors. I usually start buy combining the usual group of engagement metrics: visits, % new visits, bounce rate, pages/visit, time on site and then measure that against a dimension – say organic search traffic keywords.

There’s no limit to the types of reports I create, but some typical ones might include:

• Lead goal conversion sources – shows the top channels (organic, referral, social, paid advertising) for your goal conversions
• SEO Performance – shows how keywords and organic search sources perform
• Browser performance – shows how various browsers quality on your site. Useful to identify a possible problem with the display of your site on a certain operating system or browser
• Landing page performance – shows how well your top landing pages perform, and helps identify where you can improve your site design.

Insightful dashboards

Helping management understand things quickly

Once I gain an understanding of what’s most important to track on your site, which might include setting up various goals to track your marketing campaigns, it’s time to pull together a dashboard. Presenting an array of important data in a visual dashboard gives you a quick overview of what’s most important. Is your keyword traffic rising for your target groups? How’s the visitor quality and interaction from your new social networking sites? The list could go on and on.