课程: Digital Marketing Foundations
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How to generate reports for marketing analytics
- In digital marketing, you'll have tremendous data at your fingertips. And in order to make sense of this data, you'll need to synthesize it into your reports, but your reports need to have purpose. Too many times, I see data collection and reporting just for the sake of having data, and that's not all that helpful, as it can actually distract from your overall goal. So every report that you create must have an actionable outcome and influence change. When you report on something, it's really important that you focus on what you want the key takeaway to be. For example, let's say we look at a chart like this, and I summarize that traffic declined significantly in July from the preceding month of June. Well, that isn't really enough. We need to layer in the context. Your report would need to show the decline, the supporting data that hypothesizes the source of the decline, and then whatever the key takeaway is. So I…
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