Analytics and Reporting Principles

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The most successful analytics teams are able to resist the temptation to provide data solely for the sake of it. In the end, vanity metrics and descriptive data will not help a functional team make critical, direction-finding decisions. If an agency can’t reject these requests, it’ll become overloaded with the task of dealing with them. This isn’t the best utilization of their time.

Analytical reporting is a nuanced science It’s easy to slip into bad habits if there are no clear guidelines in place. It’s important to have an analytical framework in place, which will ensure that every report is created with purpose and a uniform framework that is understood by the entire agency.

It is also essential to establish the right context when writing an analysis report, so that the reader can grasp the significance of the data. By presenting performance data within the context of a campaign’s goals or benchmark, for example the value of the findings will be enhanced. It’s also important to limit the number of metrics that are included in a particular report. Too many metrics can result in confusion and overload of information.

It’s also essential to be proactive about executing regular reports to avoid data backlogs and excess. A regular reporting schedule allows teams to focus on the current state of their product and spot fraud indicators or inaccuracies prior to them causing significant harm to the business. This is particularly crucial for companies that rely heavily on third-party tools and have an extensive, interconnected data set that does not always sync seamlessly.