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The Ultimate Guide to Marketing Reporting

Update date : 27 Nov 2022 | 6 Min Read

Guide to Marketing Reporting

We are in a world that runs on data. Therefore, to succeed in this highly competitive environment, marketers need to create in-depth marketing reports to analyze the impact on overall business.

Effective reporting can help a business understand its source of traffic, leads and eventually conversion. Detailed marketing reporting also helps to understand customer behavior and keep up with the changing market trends. In addition to knowing how your marketing campaign has performed, it is essential to have a tool that renders effective reporting analysis and metrics that are easier to understand.

Here in this blog, we will get to the core and understand a marketing report, its key ingredients, and how to make a monthly marketing report that conveys a clear picture.

What is Marketing Reporting?

Marketing reporting is the process of analyzing marketing data to identify the status of KPIs( Key Performance Indicators), goals and next plan of action which will be picked up by the marketing department.

Essential elements of a marketing report are:

  • Status of previously set marketing objectives and KPIs (KPIs)
  • Marketing Strategy
  • Market analysis and competition research
  • Campaign statistics from paid advertising, such as Google advertisements, YouTube ads, and email campaigns

The process of marketing reporting is used to demonstrate the success of a campaign, improve decisions, and attain predetermined marketing objectives.

What are the Key Benefits of Marketing Reporting?

Effective reporting will help the marketer to get clarity on their campaign. They would understand the areas that are doing well and where they need to put more effort. Look at the significant benefits marketers can get if they employ marketing reporting.

1.       You Can Easily Understand customer behavior

The secret to success is understanding what the customer needs. Teams who employ marketing reports receive insightful knowledge about the demands and desires of their target audience. If we take a marketing report example, a marketing division may find that their target market loves to shop on their smartphone or is most active after 6 o'clock in the evening.

They can create more specialized marketing initiatives if they are aware of this. They can amaze and exceed their client’s expectations by doing this. Moreover, for creating specific and strategized reports, the marketing team would need a marketing tool that would drive optimum traffic and help get good leads.

2.       You’ll Have Relevant Marketing Data

Monitoring marketing performance requires obtaining accurate and pertinent data. Teams may collect, curate, and arrange data in one location using tailored marketing dashboards.

Additionally, customized data will help reduce manual errors and give important stakeholders a reliable performance picture of how the marketing campaign has performed.

3. Marketing Report Will Support in the Decision-Making Process

Stakeholders require a detailed breakdown of the marketing campaigns' results. Meeting the demands of your senior management in terms of decision-making can be accomplished by identifying important marketing indicators and compiling them into personalized marketing dashboards.

They can use it to develop future marketing activities, track the development of campaigns, and meet their KPIs.

4. Efficiently Analyze Campaign Performance and Achieve Team Goals

Measuring your monthly marketing report is essential as it will help get it done faster and more systematically. Using marketing reporting from the digital campaign you run, it becomes easier to keep track of the effectiveness.

Teams can do more of what works to improve campaign outcomes while conserving resources for the firm.

Choosing to go on instinct can be favorable for a short while. Moreover, if you are looking for a more significant return on your marketing budget, it is advisable to always opt for effective reporting. This process will help your marketing team to achieve its goals faster.

What Does a Marketing Report Look Like?

After understanding the advances in marketing reporting, it is necessary to see its key ingredients. Marketers and organizations must understand what essential things they must include in their reports to make them more comprehensive.

Screenshot of Traek Dashboard showing a report covering diifferent metrics of data

                           See this marketing report example with your own data

1.       It Covers Web and App Traffic Metrics

Generating organic traffic on the website or the mobile app is one of the core motives of the marketing campaign. The number of potential customers visiting your website or mobile application is shown by traffic stats.

A compelling marketing reporting strategy that will help produce better-focused content for customer sources is to learn more about them.

  • Total number of weekly, monthly, or quarterly website visitors or leads.
  • Number of users who visit a website or mobile application from each source, such as an app, emails, or social media.
  • Number of distinct website visits (people who are visiting for the first time)
  • Numbers of paid and organic traffic — how many visitors arrive through non-paid (organic) versus sponsored advertising (paid)

2.       Actionable Insights Derived from Important Data

It will provide a holistic overview of the entire report if you have important data and charts based on the essential data metrics. Greater insights in the report help to get insightful knowledge and make wiser judgments. A few marketing statistics that can be emphasized in summary are as follows outline the main marketing avenues employed

  • A report's scope
  • Highlights of the marketing strategies implemented and their outcomes for the period covered by the report

3.       Business-Centric Metrics

One of the key ingredients of a marketing report are the business-centric metrics. Looking at a marketing report, for example, that is devoid of analysis that would directly impact the business would not have any natural substance.

Business impact metrics show how various marketing strategies help the company's bottom line. They demonstrate how marketing KPIs translate into actual leads and customers. The following set of business effect measurements can be found in a marketing report:

  • Number of new clients in a specific timeframe, whether daily, weekly, or monthly
  • Customer acquisition cost (CAC) is the price of gaining a new client.
  • Total number of clients who are eager to speak with sales and have a high degree of engagement from all sources (SQLS)

4.       Providing Context to the future

If you have numbers in your report, it could get confusing after a point in time. Therefore, it is necessary to provide context to the future to implement effective reporting. Written comments can aid stakeholders in comprehending the "why" behind a specific statistic.

If your marketing report has a well-written context, it will be easy to understand. Take these instances

  • Mention that faster page load times are a contributing factor if the average time visitors spend on the website has increased.
  • Make it clear that a new discount coupon shared with subscribers may cause higher-than-average email click-through rates.

5.       Summarizing the End Goals

Make certain that your team is completely aware of their direction. Your team members will better understand how important their contributions are to achieving goals if you relate your marketing report to the larger organizational objectives.

Metrics that demonstrate progress toward objectives include:

  • Monthly or quarterly revenue, as well aa growth from preceding periods in percentage
  • Customer satisfaction score (CSAT) measures how satisfied customers are with a company's goods or services.
  • The percentage of leads that become customers is known as the "conversion rate” from new leads to end-customer.

Why Choose riyo.ai as your Marketing and Sales Software?

It's important to design marketing reports with a clear goal in mind. Marketers can create clear reports rapidly by using all-in-one sales and marketing tools like riyo.ai. With the help of riyo.ai, the marketing and sales teams can track website visitors, identify qualified leads and close more deals.

With cross-channel performance analysis, real-time performance insights, and information from a plethora of channels, the team can streamline their marketing efforts effectively. To examine analytics in real-time, acquire 360-degree campaign visibility, and meet your reporting objectives for marketing, sign up for a free riyo.ai trial now.

FAQs

Why is marketing reporting important?

Marketing reporting is important as it delivers a clear insight into the marketing campaign. It also shows which channels generate the majority of your website traffic and their effectiveness will assist you to avoid squandering time and resources on channels that will not be profitable. displaying the bounce rate for both desktop and mobile. It also highlights the most important metrics in a clear way. Moreover, it gives a clear idea about where the marketing campaign at a particular point in time.

What is the aim of a marketing report?

The aim of a marketing report is to make a campaign more data-centric. It also looks into the loopholes of the marketing campaign that need to be worked upon and also the areas in which the campaign has done well

What are the types of marketing reports?

Generally there are 5 different types of marketing reports:

  • General marketing report: It provides the combined overview of all the activities done in the marketing campaign
  • Search Engine Marketing (SEM) Report: It considers how well the website is working and what is the PPC performance
  • Digital advertising reports: These reports include detailed information on how well the PPC campaigns have performed
  • Email marketing report: It tracks the performance of the email campaigns and also monitors if the emails have reached the desired audience or not
  • Content marketing reports: It analyzes how well the digital content has performed in-terms of increasing the brand’s reach and enhancing customer engagement

What should marketing report include?

These six items should be included in your marketing report.

  • Goals
  • SEO data
  • Data on email marketing
  • leads and clients
  • Explanations
  • data on social media
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Krunal Shah
Article by
Krunal Shah
CTO

Having worked on numerous challenging projects in the fields of social businesses, the automotive sector, and education, Krunal has over 10 years of expertise in the IT industry.

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