Reports are great but without identifying actionable steps to KPI's (key performance indicators) they remain useless. I have read reports that were one page and some that were 100 pages that went into extensive reporting detail but offered no recommendations. For example, a trend as been identified that the target market in Tier 1 is responding to a certain CTA (Call for Action) within emails. The data is revealed and cross referenced via email data, Google Analytics and landing page data. The is fantastic that a positive conversion trend is revealed and reported, but the next step is taking action on this item either by means of continuing the strategy or modifying the strategy by incorporating in other marketing assets.
Do your reports reflect this type of actionable recommendations? If not, incorporate it now!
WCNGroup is a Strategic Marketing and Branding agency founded by Michael Newhouse. Services include brand identity, demographic discovery, marketing planning, business plan development, experiential campaign execution, digital marketing and social media.
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