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How can you use automated reporting tools for digital performance?

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If you are a digital strategist, you know how important it is to measure and report your digital performance. But collecting, analyzing, and presenting data from different sources can be time-consuming and tedious. That's why you should consider using automated reporting tools that can help you save time, improve accuracy, and communicate your results more effectively. In this article, we will show you how you can use automated reporting tools for digital performance, and what benefits they can bring to your digital strategy.

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1 What are automated reporting tools?

Automated reporting tools are software applications that can connect to various data sources, such as Google Analytics, Facebook Ads, or CRM systems, and generate reports based on predefined templates, rules, and schedules. They can also apply filters, calculations, and visualizations to the data, and deliver the reports to different audiences, such as clients, managers, or stakeholders, via email, dashboards, or PDFs. Some examples of automated reporting tools are Supermetrics, Databox, and Klipfolio.

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Emily Malz

Driving Business Growth Through Compelling Content & Smart Media Investments
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Automated reporting tools are software applications that automatically collect, analyze, and generate reports based on data from various sources. They can be used to create a wide range of reports, such as sales reports, marketing reports, financial reports, and operational reports (or any combination of the above based on your company's needs). Automated reporting tools can save businesses a significant amount of time and effort by automating the entire reporting process. This allows businesses to focus on other tasks, such as analyzing the reports and making strategic decisions.

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2 Why use automated reporting tools?

Automated reporting tools can provide multiple benefits for your digital performance, such as saving time and resources by eliminating manual data entry, manipulation, and formatting. These tools can also improve accuracy and consistency, while allowing you to customize reports to suit your audience's needs. Additionally, automated reporting tools can help you communicate your results more effectively by using charts, graphs, and tables to highlight key findings. Finally, these tools can enhance your credibility and trust by demonstrating professionalism, expertise, and transparency with evidence-based support for decisions and actions.

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Andrew Llewellyn, PMP

Digital Strategy | Product Enablement | Project Management
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Automated reporting makes the collection and aggregation of data much faster and efficient. Your team should be able to instead focus on analysis and action. When setup correctly, dynamic dashboards like Datorama typically reduce risks of human errors and can be very reliable and consistent. Real-time insights are helpful, especially when dashboards need to be easily shared with multiple stakeholders and you need to include data from multiple sources. With the ability to customize designs and KPIs that matter most, teams can quickly see performance over time.

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3 How to choose the right automated reporting tool?

When selecting an automated reporting tool for your digital performance, you should take into account various factors. First, make sure the tool can connect to the data sources you use regularly, and integrate with other tools such as Google Data Studio, Google Sheets, or PowerPoint. Additionally, check if the tool can offer you the data features you need, such as filters, segments, metrics, dimensions, calculations, and formulas; and handle large volumes of data. Moreover, consider the report features the tool provides, such as templates, layouts, colors, fonts, logos, images, and icons; and if it can create different types of reports. Lastly, ensure the tool offers delivery features like email, web, mobile or cloud; and can schedule reports to be shared with different users and exported in different formats.

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Ellis Mbeh, CDMP, CDMS

Digital Marketing & Social Media Leader | Brand Growth, Audience Engagement, & ROI Optimization | Exploring AI-Driven Innovation
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A critical aspect is how well the tool can adapt to the evolving digital landscape, including emerging platforms and metrics. Besides, a good rapport with the tool’s vendor, their reputation in the industry, and the community and support around the tool can significantly impact your experience in the long run.

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4 How to set up your automated reports?

Once you have chosen the right automated reporting tool for your digital performance, you should follow a few steps to set up your automated reports. Begin by clarifying your objectives and KPIs, and make sure they align with your audience's expectations and interests. Then, select the data sources and features that are relevant and useful for your objectives and KPIs, as well as the filters, segments, metrics, dimensions, calculations, and formulas that are accurate and consistent. You should also choose the report features and design that are suitable and attractive for your audience. Utilize templates, layouts, colors, fonts, logos, images, and icons that match your brand identity and style. Additionally, use charts, graphs, and tables that can illustrate your data clearly and effectively. Finally, schedule and deliver your reports according to your audience's preferences and needs. Test your reports to make sure they are working properly and delivering the expected results.

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5 How to optimize your automated reports?

Setting up your automated reports is not enough. You must optimize them to guarantee they are relevant, useful, and impactful for your digital performance. To do this, you should regularly monitor and analyze your data to see if objectives and KPIs are being met, and compare it with benchmarks, trends, and best practices. Additionally, you should update and improve your reports to reflect changes in data, objectives, KPIs, and audience. Furthermore, seek feedback from your audience to ensure they are satisfied and engaged with your reports. Experimenting with different data sources, features, designs, and formats can help you see what works best. Finally, don't just create and deliver reports; act on them. Use your reports to inform decisions and actions, communicate value and impact, and demonstrate achievements and results.

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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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Andrew Llewellyn, PMP

Digital Strategy | Product Enablement | Project Management
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In my experience, automated reporting tools can be helpful but can also ‘get in the way’ of the larger picture. There’s often a trap of overwhelming data and a false sense of security. The sheer volume of information can make it challenging to identify the most important insights leading to ‘analysis paralyses'. You should mitigate this by focusing on concise summaries of data that are most important and checking work against the business down funnel vs. only looking at small trends. Additionally, the false sense of security makes it easy to feel like you can check off a to-do-list: “I have this beautiful thing set-up…I’m done”. But, without regular data quality checks it can lead to misguided decisions or broken data streams.

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Ellis Mbeh, CDMP, CDMS

Digital Marketing & Social Media Leader | Brand Growth, Audience Engagement, & ROI Optimization | Exploring AI-Driven Innovation
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Evaluate how easily the tool can be integrated into your existing workflow and its compatibility with other tools you currently use. This helps ensure a seamless transition and enhances collaborative efforts in your digital strategy execution.

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How can you use automated reporting tools for digital performance?

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6

1 What are automated reporting tools?

2 Why use automated reporting tools?

3 How to choose the right automated reporting tool?

4 How to set up your automated reports?

5 How to optimize your automated reports?

6 Here’s what else to consider

Digital Strategy

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How can you use automated reporting tools for digital performance?

1

2

3

4

5

6

1 What are automated reporting tools?

2 Why use automated reporting tools?

3 How to choose the right automated reporting tool?

4 How to set up your automated reports?

5 How to optimize your automated reports?

6 Here’s what else to consider

Digital Strategy

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