Performance reporting is an opportunity to uncover just how effective our marketing really is and communicate it in a way that makes sense to everyone in the room. Swimming through the sea of numbers and mapping out the story of a campaign is where we really get to see how effective our strategy is. Effective marketing is not simply captivating, it objectively performs.
When it comes to developing performance reports, I like to rely on acronym to guide my process... So before you SHARE a report, here are my top five tips for producing an effective performance report.
Creating a report is a lot like writing a story. Where did the campaign take place? On what platforms or channels? Who are the main characters (ie. what was the campaign budget, what type of creative was involved, how long was the campaign)? Is there an antagonist, like high advertising volume around the holidays? What was the climax? The resolution?
Reimagining reporting as a story is a tool that transforms the data into an engaging presentation.
In this step of the process, aim to build out the shell of the report. Once the data has been harnessed and analyzed, you can layer in the finer details.
There was a time when I would share every KPI known to man. But reporting on a metric that is not relevant to the topic you're reporting on is distracting.
Harnessing the data means reporting on the primary KPIs and avoiding information-overload. This will not only ensure your report stays concise, but it will strengthen your strategic muscles making you a better marketer. In my opinion, it's much better to wait until secondary KPIs are requested than to overcomplicate the story you're telling.
Knowing your numbers is key. Pull benchmarks, look at historical data, contrast platforms and placements, distinguish the constants and the variables. As you spend time analyzing campaign data, the story will become more vibrant. Color coding the presentation deck and developing pivot tables are great ways to visualize the data. Sometimes I make way more charts than I ever intend to share. It's my way of making sure I am well-versed on all the angles of my data so there are no suprises later.
The saying goes, "when you fail to prepare, you're preparing to fail." I've never regretted spending time practicing out loud. Simply regurgitating points on a slide can be incredibly boring for your audience, and at that point it might as well just be covered over email. Layer on a lack of confidence, and the presentation will probably be awkward, too. Rehearsing is a great way to further familiarize yourself with the numbers you're presenting on and internalize the story you're telling. We all love a good story.
In my experience, the best reporting presentations are the ones that include questions from the audience. Why? Because they often lead to improved alignment (it's also a good indicators of how approachable your report is). My recommendation is to be upfront from the start that questions are welcomed throughout the presentation or that there will be a dedicated Q&A time at the end.
Pro tip: Document the questions you're asked. They might reveal unspoken expectations that you can use to inform future campaigns. At the very least, it will be a compiled list to practice with ahead of your next presentation.
Send me an email at hello@byadelaide.com or fill out the form to get in touch. I'll circle back with you soon!
