Comment rapportez-vous vos performances marketing en ligne?

You need to have clear the goals you are reaching with your online strategy aligned. In order you can see it and talk over how is running: 1. Put in a system track that goals. 2. Specify metrics, explanations and how you are reaching or not. 3. Make a good contingency plan in order you can have more options if something is not clear. 4. Make a presentation to show the results and advances. 5. Take a note over things can be improved. Follow this process and you will have good speech for online strategy performance.

Mi nagyon sokáig a riportok 100%-át kézzel írtuk wordben, screenshotokkal, minden kampánynál és hirdetésnél kitérve a lényeg és érhetően leírva úgy, hogy az ügyfél is megértse azt. Ezt imádták az ügyfeleink, de egy bizonyos számú fiók felett már át kellett térnünk a Data Studio használatára, ami töredékére redukálja a riportok készítését. Ettől függetlenül megtartottuk a nagyon szemléletes magyarázatokat és a végén mindig írunk egy rövidített, de érthető és világos összefoglalást, ionklúzót az adott időszak teljesítéséről. A visszajelzések alapján jól sikerült az átállás és nem sérült ez a céges értékünk.

However, reporting shouldn't just be about numbers; it should also tell a story. By analyzing the data collected from your various marketing channels, you can create meaningful narratives that demonstrate the impact of your efforts. For example, if you notice a significant increase in website traffic following a targeted email campaign or an influencer promotion on social media, this narrative shows how specific actions led to tangible results. By focusing not only on the metrics but also exploring their underlying causes and implications, you can present a more comprehensive picture of your online marketing performance.

1. Report against real business metrics as a primary KPI (eg revenue, conversions, new customers), with marketing metrics as a secondary support 2. Focus on incrementality: knowing that there is a prior, historical baseline of revenue/conversions/new customers/etc - what is the incremental value of the primary KPIs that your online marketing initiative/experiment/campaign delivered above and beyond this baseline?

As you define your goals, think about all the various touchpoints that make up your online marketing efforts. It's easy to forget how similar, yet different results can be from social channels vs actual website visitors. Be sure to inform your team with a nice mix of hard data (numbers) and more conversational insights (customer sentiment and chatter).

🔶 Tools like power my analytics, data Slayer and supermetrics, are game-changers for tracking marketing performance. 🔹 These tools allow you to pull in up-to-date data from all your advertising platforms into one place, such as Google Sheets. 🔹 This means you can easily monitor performance across Meta, Instagram, Google Ads, Amazon Ads, and more without having to manually check each platform. 🔹 This automation saves you countless hours of data compilation and ensures you’re always working with the most current information. 🔶 One of my favorite things to do is create blended metrics. 🔹 I’m able to combine data from different channels to focus on more holistic marketing metrics like CAC and MER.

Mit Google Analytics 4 und dem Google Tag Manager kann man Makro- und Mikro Conversions messen, um wertvolle Infos über das Nutzerverhalten zu sammeln. Diese Daten kann man dem Kunden über das Lookerstudio zur Verfügung stellen, damit er volle Transparenz hat. Impressionen, Klicks, Klickpreis, Klickrate, Kosten pro Conversion etc. können sehr transparent dargestellt werden, um den Kunden zu zeigen, wofür er sein Geld ausgibt und was er davon hat. Der Kunde ist zufrieden und weiß, was er von der Dienstleistung hat, dadurch kann er entscheiden ob er das Budget beibehalten soll oder ob er es erhöht oder senkt.

In reporting, there is often a risk of information overload, or 'infoxication,' when you include more metrics than necessary. Besides, some reporting tools offer pre-defined dashboards and automated reports, which can result in the inclusion of metrics that add unnecessary noise. To avoid this, we recommend starting by asking yourself what specific insights you need from the data, and then selecting the appropriate metrics to include in your report.

One thing I've found helpful is to summarize any surprising or unexpected results to share with clients every Friday afternoon. There will always be robust month-end reports and comparisons to share, but these automated reports are easy - it's the weekly human insights that can get teams fired up.

In my role, I’ve found the structured approach of the SMART framework vital for developing clear action plans and determining the next steps, enabling me to drive success as it ensures my goals and KPIs are robust. They must be clear and well-defined (Specific), quantifiable and trackable (Measurable), realistic and attainable (Achievable), aligned with our marketing strategy and business objectives (Relevant), and set within a specific timeframe (Time-bound). Although this approach can be difficult when you first start using it, it’s become crucial for effectively communicating and reporting the performance of online marketing activity to the wider business.

1. Focus on impact, not just data: Show how efforts drive business goals (sales, leads, brand love). 2. Keep it clear and concise: Ditch jargon, prioritize visuals like charts and graphs. 3. Tell a story with data: Explain trends, highlight successes, and identify areas for improvement. 4. Actionable insights are king: Don't just report, recommend! Suggest data-driven strategies for growth. 5. Automate where possible: Save time with tools, focus on analysis and storytelling. 6. Deliver regularly, be nimble: Update stakeholders often, react quickly to changes.

In the final phase of online marketing reporting, communicate insights and recommendations clearly, focusing on key findings and supporting them with evidence. Tell a story with your data, detailing trends, successes, and improvement areas, to engage your audience effectively. Outline the benefits of your recommendations and include a call to action or follow-up plan. This approach ensures your report is not only informative but also a strategic guide for action, showcasing your expertise in a concise and impactful manner.

Online marketing is indeed a complex task as it involves managing various campaigns across different platforms while ensuring uniqueness on each platform. While numbers are important for measuring success, focusing on emotions and creating a compelling narrative can greatly enhance the effectiveness of online marketing efforts. Relying on the work itself for reporting is a practical approach as digital marketing allows for easier measurement of efforts and effectiveness, thus enabling the development of better strategies. Additionally, maintaining a consistent narrative and emotional appeal can help attract prospective buyers and influence their purchasing decisions in today's online consuming environment.

🔶 The key to effective reporting is not just presenting data but also providing actionable insights, custom to each specific client. 🔹 This involves suggesting concrete steps that can be taken to improve campaigns, such as budget reallocation, audience segmentation adjustments, or A/B testing new creative approaches. 🔶 In my reporting I always include potential tests we could run to further optimize the campaigns. 🔹 Whether it's experimenting with new bidding strategies, launching new audiences, new campaign types, or testing different landing pages. 🔹 ABT = Always be testing!!

Make sure all of your team members know what metrics are important to track and improve. Don't just track outcome / results but also steps that you can control such as what needs to be done in order to reach those goals.