Marketing Reporting & Analysis

Our approach to marketing reporting

Measure what matters

When we start working with a client, we discuss what success looks like and decide on the main KPIs we should track (usually five or six). Our regular reports give an overview of our progress to date. But we’re also tracking a myriad of other statistics that we feed into our strategy, and we’ll report on the important trends that are going on here as well.

At Engage Content, your goals are our goals. The more open you are with us about your business metrics, the better we can adapt your marketing strategy to get the results you need.

Analysing the right data & providing insight base on experience

Reports that are relevant & actionable

What represents success to you? Your top goals might be more sales, more profit, and more brand recognition. For some brands, it might be social engagement or newsletter readers. In a business built on a recurring monthly revenue model, your goal could be loyal, committed customers. Then again, building trust might be the ultimate way to subsequently drive sales or conversions. There’s no one answer.

So it’s important to consider the business in context. Where are we starting from, where are we heading, what are the actions and tactics in play, and what external factors could affect us? Only once we understand the bigger picture can we identify which metrics really matter. A handful of KPIs is enough to understand the overall effectiveness of your marketing strategy and judge return on investment.

That’s not to say you don’t also need to look into the detail. Almost every online platform you use offers access to native statistics that you can analyse to better understand how it’s performing in the wider context of your marketing strategy.

Marketing reports will help you measure success and contextualise loss. It’s important to understand that certain actions (such as SEO) have a mid-term to long-term effect that is hard to directly connect with a specific conversion, while other actions will have an instant correlation. Our job is to explain trends and show progress in a concrete way that demonstrates ROI.

Why do reporting & analysis matter?

Avoid drowning in a sea of data

We’ve never had access to so much data. However, just looking at the data without understanding what it means isn’t helpful in advancing your marketing strategy. It’s important to know what to compare and how, and it’s crucial that when data trends upwards or downwards, you know if that’s a good or bad thing or simply a reflection of some other change.

We’ll be able to demystify your data so you can make the right decisions when you need to. We use data visualisation so you don’t need to wade through countless spreadsheets or reach for the calculator. Painless data is our main goal when it comes to reporting!