Marketing is the art of spreading information to attract new customers.
War is ninety percent information.
Napoleon Bonaparte, French Military and Political Leader
What is marketing reporting?
Marketing reporting is defined as the process of measuring the progress towards meeting goals. It helps you to understand what actions to take and how your marketing effort is creating value.
Why do we need marketing reporting?
Increased complexity of marketing landscape
Types of marketing reports (by maturity)
Not everything that can be counted counts, and not everything that counts can be counted.
Albert Einstein, Physicist
- Ecommerce transactions: You sell something online and you have a direct conversion value. In this case it makes sense to skip this section and move to the ROI section.
- Lead capturing: Your goal is to get as many leads, form fills, event subscriptions, etc. as possible. The final outcome is a persons email address and/or details.
How many confirmed transactions (not cancelled) did each marketing channel or campaign generate?
How many qualified leads, opportunities and deals did my marketing channels and campaigns generate?