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What are the most effective ways to communicate advertising sales metrics and KPIs?

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If you work in merchandising, you know how important it is to measure and report on the performance of your advertising campaigns. But how do you communicate your advertising sales metrics and KPIs to your stakeholders in a clear, concise, and compelling way? Here are some tips to help you.

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Sheila Khan

Building Bridges, Not Just Brands | People-First Marketer @ ? (ex EA, Meta, Hasbro)

1 Define your goals and metrics

Before you start reporting on your advertising sales, you need to have a clear understanding of what you want to achieve and how you will measure it. Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. Your metrics should be aligned with your goals and reflect the key aspects of your advertising strategy, such as reach, impressions, clicks, conversions, revenue, ROI, and so on. You should also define your benchmarks and targets for each metric, so you can compare your results with your expectations and industry standards.

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Sheila Khan

Building Bridges, Not Just Brands | People-First Marketer @ ? (ex EA, Meta, Hasbro)
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When thinking about metrics, pair the analysis with a consumer journey to make sure the priority action you're seeking is clear. This will help you narrow down to what is a true KPI and measure of success versus what are metrics that you'd like to measure but are secondary. For example, engagement versus purchase is usually a tension point in the consumer journey and if you're running a marketing campaign at the end, do you care more about if players play the game more (engagement) or buy more content (purchase). By looking at the first touch point with consumers and tracking the consumer journey all the way through across channels this will help lead to the desired outcome. Additionally, KPI mapping can be helpful.

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2 Choose the right tools and formats

Once you have your goals and metrics, you need to choose the right tools and formats to collect, analyze, and present your data. There are many tools available to help you track and visualize your advertising sales metrics and KPIs, such as Google Analytics, Facebook Ads Manager, or Shopify. You should use the tools that best suit your needs and preferences, and that can integrate with your other platforms and systems. You should also choose the formats that best convey your message and audience, such as dashboards, reports, charts, graphs, tables, or slides. You should use the formats that are easy to read, understand, and act on, and that highlight the most important and relevant information.

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Sheila Khan

Building Bridges, Not Just Brands | People-First Marketer @ ? (ex EA, Meta, Hasbro)
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I'm a personal fan of Tableau but any system you use that can streamline analysis to reporting is great. If you're able to build dashboard in collaboration with product and marketing teams or anyone who may be creating executive summaries, building it so that fast screenshots can be taken will not only help your partners but help the work get more visibility throughout the organization.

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3 Tell a story with your data

When communicating your advertising sales metrics and KPIs, it is essential to tell a story with your data that explains what happened, why it happened, and what it means for your business. To do this, use a logical and coherent structure, beginning with a summary of your main findings and insights in relation to your goals and targets. Provide the context and background of your advertising campaign, such as objectives, strategy, budget, timeline, and audience. Show the details and evidence of performance using the appropriate metrics and visuals; highlight key trends, patterns, and outliers. Analyze and interpret the results by using comparisons, ratios, percentages, or other methods to demonstrate the impact and value of your advertising sales. Finally, provide recommendations and action steps based on your data to improve advertising performance and achieve goals.

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Sheila Khan

Building Bridges, Not Just Brands | People-First Marketer @ ? (ex EA, Meta, Hasbro)
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If you've never dove deep into pivot tables and data, it's a really good exercise for all marketers. Being able to find the story and meaning in the numbers is a skill so if you haven't done this before, ask your analytics partner to let you try. Or try creating the 'so what' headlines and sharing them back with analytics to see if it makes sense. You'll get into great conversations on correlation vs causality pretty quickly! ????. One other note is that unless you are doing live A/B testing, you may not always be able to get to a truthful 'why.' Don't forget to look at external factors in the market that could be impacting your campaigns such as changes in discretionary time due to seasonality or economic factors.

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4 Use clear and consistent language

Another key aspect of communicating your advertising sales metrics and KPIs is to use clear and consistent language throughout your communication. You should avoid jargon, acronyms, and technical terms that might confuse or alienate your audience, and explain any concepts or terms that might be unfamiliar or ambiguous. You should also use the same definitions, units, and labels for your metrics and KPIs across your communication, and make sure they are accurate and up-to-date. You should also use a tone and style that matches your brand voice and personality, and that engages and persuades your audience.

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5 Solicit feedback and follow up

Finally, communication of your advertising sales metrics and KPIs should not be a one-way or one-time process. You should solicit feedback and follow up with stakeholders, asking questions such as what they learned from the data, what surprised or intrigued them, and what actions or decisions they will take based on the data. Additionally, you should monitor and measure the effectiveness of your communication to see how it influences your advertising performance and outcomes, and update and revise your communication as goals, metrics, and KPIs change over time.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to communicate advertising sales metrics and KPIs?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose the right tools and formats

3 Tell a story with your data

4 Use clear and consistent language

5 Solicit feedback and follow up

6 Here’s what else to consider

Merchandising

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What are the most effective ways to communicate advertising sales metrics and KPIs?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose the right tools and formats

3 Tell a story with your data

4 Use clear and consistent language

5 Solicit feedback and follow up

6 Here’s what else to consider

Merchandising

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感谢您的反馈

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