With the vast amount of data available to digital marketeers in an online world where everything seem to matter and lead to some sort of insight, it’s easy to get carried away and spend time focusing on the wrong metrics.
As an agency it’s the responsibility to guide the client towards the metrics that gives actionable insights and not merely “nice to know’s”, and as a client it’s key to choose a partner that truly understands their business.
These are my three main reasons for why it’s important to set the right KPI’s and consequently reporting procedures:
- Goal Alignment
Unless all parties are working towards the same goal, you’re not going to get there, or you won’t even know when you’ve arrived - Expectation Management
By agreeing clear KPI’s and reporting procedures, both parties knows what to expect in terms of reporting and there are no surprises half-way through the project - Improved Productivity leading to Increased Campaign Effectiveness
By focusing on actionable insights, as a marketeer you can spend less time creating and talking through vast amount of impressive but possibly distracting reporting, and only bring useful information to meetings. With less time spent on reporting there can be more time for analysis and campaign optimisation towards better performance.
So as a marketeer – be bold to say no – you’re not in the business of reporting, but generating results.
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