Analytics and Reporting Principles

The most effective analytics teams are able to resist requests to provide data for its own for the sake of it. Vanity metrics and descriptive data won’t aid a functional team make demanding, imperative direction-finding decisions. If an agency can’t turn down such requests, they will be stuck dealing with them, which isn’t the most productive use of their time.

It’s easy to get into bad habits if you do not have clear guidelines. It is essential to have an analytical reporting framework in place. This will ensure that reports are written with intention and that the framework is understood by all employees of the agency.

It’s also essential to establish the appropriate context when constructing an analysis report in order that customers can comprehend what the results mean. By presenting performance data within the context of a campaign goal or benchmark, for instance the value of analysis will be increased. Limiting the number of metrics included in an report is also essential. Adding too many metrics can create information overload and cause confusion.

It is also crucial to be proactive about running regular reports to prevent data backlogs and overflows. A regular schedule of reporting will allow teams to focus on the current condition of the product, and to identify errors, fraud signals or errors before they cause significant harm to the business. This is particularly crucial for organizations who rely heavily on third-party tools and have complex data sets that don’t always sync in a seamless manner.

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