{"id":114127,"date":"2016-06-15T13:19:00","date_gmt":"2016-06-15T18:19:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/minority-report-the-keys-to-client-reporting\/"},"modified":"2024-12-23T00:35:46","modified_gmt":"2024-12-23T05:35:46","slug":"minority-report-the-keys-to-client-reporting","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/minority-report-the-keys-to-client-reporting\/","title":{"rendered":"(Minority) Report: The Keys to Client Reporting"},"content":{"rendered":"

The fast pace of digital marketing often means exciting technical updates that can overshadow some of the fundamentals, like client reporting. It might sound like a bit of a dry topic, but reports help clients make the most of innovations and ideas by demonstrating how they\u2019ve been applied.<\/p>\n

With a combination of cold hard numbers, data visualisations, and expert insights, reports can make the difference between a good campaign and an outstanding campaign.<\/p>\n

\"Client<\/a>

Your typical account manager.<\/p><\/div>\n

As an account manager here at Ambergreen, client reporting is an essential part of my role. I\u2019ve learned a lot about how to present clients with the best information in the right way to really demonstrate the fruits of our hard work over the month.<\/p>\n

So, with those objectives in mind, here are my top tips (with a cinematic twist) on how to create high-quality client reports:<\/p>\n

Good Will Client Reporting<\/span><\/h3>\n

When considering the role of client reporting, I\u2019m drawn to my memory of a maths practice paper designed to prepare us for our Standard Grade exams. The teacher wanted to help us identify the areas we needed to concentrate our revision on.<\/p>\n

Our class was never likely to set pulses racing at M.I.T \u2013 at least, that\u2019s what I thought. But, out of nowhere, one of my classmates, who was never one of the sharpest pencils on the desk, scored a highly improbable 98% on his mock exam.<\/p>\n

Surely he was cheating? Or had he had a Will Hunting-esque moment? Maybe he was a quiet genius.<\/p>\n

The biggest question, however, was how to transfer that success to the real <\/em>exam?<\/p>\n

\"Client<\/a>

But what should I include in my report?<\/p><\/div>\n

Do you think he analysed his practice paper, picking out areas of strength and weakness, concentrating his study on those he was weakest in? Or did he bask in the glory for five minutes before heading out to play football and forget?<\/p>\n

Let\u2019s just say, he was never born to be an account manager\u2026<\/p>\n

It\u2019s important to demonstrate where things haven\u2019t worked as hoped just as much as where they have, delving into the data to uncover the reasons. Often it is only through great client reporting that issues can be caught and resolved early to get the strategy back on track.<\/p>\n

A good account manager will provide a thorough report, interrogating all of the data and key metrics and, most importantly, help us answer the following questions:<\/p>\n

    \n
  • What worked?<\/li>\n
  • How can we improve upon it?<\/li>\n
  • What didn\u2019t work?<\/li>\n
  • Why not?<\/li>\n
  • What are we doing about it?<\/li>\n<\/ul>\n

    By answering these five questions, you will not only convey the state of your efforts to your client but also determine what steps you need to take to perform better next time.<\/p>\n

    ABT (Always Be Testing)<\/h3>\n

     <\/p>\n

    \"Testing

    Where shall I stick this, I wonder?<\/p><\/div>\n

    Client reporting also provides an opportunity to demonstrate the results of testing. As a data-led agency, we believe that the best results can be gained when tactics and strategies are tested.<\/p>\n

    Whether it\u2019s finding a new keyword, a new channel, or new target audiences to trial, testing will make sure that your campaigns are always evolving.<\/p>\n

    From the inception of the campaign, contingency should be made to have testing throughout. Keywords will change with trends over time, conversion rates can always be improved, and open rates can always be better.<\/p>\n

    Whether that\u2019s an A\/B split test, an exclusion test, or a simply \u2018try-it-and-see\u2019 test \u2013 reports are an essential way of communicating the results to clients, maintaining full transparency.<\/p>\n

    \n \n
    \n
    \n

    \n Stay Forward <\/h2>\n

    \n Get exclusive insights into digital
    media's top-trending topics delivered
    directly to your inbox. <\/p>\n <\/div>\n\n

    \n
    \n
    \n
    \n \n