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Kieran Wilson, Digital Marketing Manager

7 Deadly Sins of Client Reporting for Digital Marketing

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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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Page 1: 7 Deadly Sins of Client Reporting for Digital Marketing

Kieran Wilson, Digital Marketing Manager

Page 2: 7 Deadly Sins of Client Reporting for Digital Marketing

DEADLY REPORTING SIN #1

Page 3: 7 Deadly Sins of Client Reporting for Digital Marketing

Guilt Indicators: ² Consistently sending clients overly comprehensive

reports ² Spending too many billable hours on reporting

AVARICE: A SIN OF EXCESS (aka Greed)

Page 4: 7 Deadly Sins of Client Reporting for Digital Marketing

DEADLY REPORTING SIN #2

Page 5: 7 Deadly Sins of Client Reporting for Digital Marketing

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

Page 6: 7 Deadly Sins of Client Reporting for Digital Marketing

DEADLY REPORTING SIN #3

Page 7: 7 Deadly Sins of Client Reporting for Digital Marketing

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

Page 8: 7 Deadly Sins of Client Reporting for Digital Marketing

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.

Page 9: 7 Deadly Sins of Client Reporting for Digital Marketing

DEADLY REPORTING SIN #4

Page 10: 7 Deadly Sins of Client Reporting for Digital Marketing

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

Page 11: 7 Deadly Sins of Client Reporting for Digital Marketing

DEADLY REPORTING SIN #5

Page 12: 7 Deadly Sins of Client Reporting for Digital Marketing

Reporting can suck sometimes – but don’t resent the

reporting process or, even worse, your client.

WRATH: INORDINATE FEELINGS OF HATRED/ANGER

Page 13: 7 Deadly Sins of Client Reporting for Digital Marketing

DEADLY REPORTING SIN #6

Page 14: 7 Deadly Sins of Client Reporting for Digital Marketing

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

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DEADLY REPORTING SIN #7

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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

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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.