“Getting great results” and “creating great reports” are very different skill sets. If you’re like most marketers, you’d rather sharpen your subject-matter expertise than spend time in PowerPoint.
The result is that reporting becomes an afterthought rather than an opportunity—a “necessary evil” with imperfect solutions:
- Manual reporting is too time-consuming, but it’s been the only way to report on the right platforms with the right analysis.
- Automated dashboard reports save time but bring limited functionality and don’t help clients understand the story behind the scorecards.