Analytics and Reporting Principles

The most successful teams in analytics can resist the urge to provide data just for its own benefit. A few arbitrary metrics and data won’t aid a functional team make demanding, imperative direction-finding decisions. If an agency fails to turn down such requests, they will be stuck serving them, which isn’t the most productive utilization of their time.

Analytical reporting is a nuanced science and it’s very easy to fall into bad habits if there are no clear guidelines in place. It is vital to have an analytical reporting framework in place. This will ensure that reports are written with a purpose and that the framework is understood by all members of the agency.

It’s also crucial to set the proper context when creating an analysis report in order that the reader can grasp what the results mean. For instance, presenting the performance data in relation to a predetermined campaign goal or benchmark will increase the value of the data that are provided. Limiting the number of metrics included in a report is also important. Too many metrics could create information overload and lead to confusion.

To prevent data overflow and backlog, it’s important to run regular reports. Regularly scheduled reporting allows teams to focus on the current state of the product, and to identify mistakes, fraud signals or inaccuracies well before they cause significant harm to the business. This is particularly important for companies that rely heavily on third-party tools and have complex, interconnected data sets that don’t always sync in a seamless manner.

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