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Practices agencies should avoid when reporting digital marketing performance to clients, and tips for how to get it right. Learn how Avarice, Lust, Gluttony, Sloth, Wrath, Envy, and Pride sometimes get in the way of how you report to your clients and how it can be deadly to the agency/client relationship. This was formatted from a guest post originally published on the Smart Insights blog.
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Kieran Wilson, Digital Marketing Manager
DEADLY REPORTING SIN #1
Guilt Indicators: ² Consistently sending clients overly comprehensive
reports ² Spending too many billable hours on reporting
AVARICE: A SIN OF EXCESS (aka Greed)
DEADLY REPORTING SIN #2
Guilt Indicators: ² Fudging numbers ² Sugar-coating insights ² Ignoring negative results
Are you seeing what you want to see and then fitting that fantasy into your own desires? An unsexy move when it comes to client reporting….
LUST: AN INTENSE DESIRE
DEADLY REPORTING SIN #3
Ever sent a dashboard to a client? You’re helping clients pig out on chart junk. Like junk food, dashboards are easy to consume and filled with empty calories.
GLUTTONY: OVER-INDULGENCE/OVER-CONSUMPTION
A picture is not worth 1,000 words. Stories need to be told, use charts and visualizations to complement
written analysis, not replace it.
Clients are paying you for insight and action.
DEADLY REPORTING SIN #4
Guilt Indicators: ² Not reporting to your clients ² Not using insights to inform strategy ² You don’t: Test, Measure, Optimize
Don’t. Be. Lazy.
SLOTH: FAILURE TO DO THINGS ONE SHOULD DO
DEADLY REPORTING SIN #5
Reporting can suck sometimes – but don’t resent the
reporting process or, even worse, your client.
WRATH: INORDINATE FEELINGS OF HATRED/ANGER
DEADLY REPORTING SIN #6
Guilt Indicators: ² Not using data to drive action ² Letting competitors’ marketing
activities dictate your own
Competitor analysis is necessary. Keep tabs on the competition, but don’t assume what works for them with work for you.
ENVY: AN INSATIABLE DESIRE; JEALOUSY
DEADLY REPORTING SIN #7
You may think you know it all and that your reports can show it all… …But this is digital marketing. There is always more to learn.
PRIDE: EXCESSIVE ADMIRATION OF ONE’S SELF
Wordsmith for Marketing
7 Deadly Sins of Client Reporting for Digital Marketing is published in full on the Smart Insights blog.
GUILTY?
REDEEM YOUR REPORTING – OR – LET US AUTOMATE IT FOR YOU.
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