Master Reporting in No Time: A Simple Framework Every Junior Marketer Can Use to Impress!

1) What’s Happening: Identify Key Metrics and Trends

Identify What Happened: Highlight specific changes in key metrics.

Example: Website traffic increased by 20% or Conversion rate dropped by 5%.

Analyse the Data: Break down the changes by audience, channel, or time period to identify specific drivers.

Hypothesise Why It Happened: Suggest possible reasons based on the data.

Example: The increase in traffic may be due to our recent email campaign or The drop in conversions might be linked to the new website layout

2) Context: Explain the Business Impact

Link to Business Goals: Explain why these changes matter.

Example: Increased traffic aligns with our goal to boost brand awareness or Lower conversions could negatively impact our Q4 revenue targets.

Historical Comparison: Compare current metrics with previous periods.

Example: This month’s traffic is up 15% compared to last month and 10% compared to the same period last year.

Benchmarking: Use industry benchmarks or competitor data.

Example: Our conversion rate is 3% below the industry average, highlighting room for improvement.

3) Actions and Recommendations: Develop Actionable Insights

Learnings: Summarise key insights.

Example: Our email campaign effectively drove traffic but didn’t convert as expected.

Recommendations: Propose specific actions.

Example: Optimise the checkout process and A/B test call-to-action buttons to improve conversion rates.

Expected Outcomes: Estimate potential impact.

Example: Improving conversion rates by 1% could increase monthly revenue by $10,000.

Next Steps: Outline immediate actions and assign responsibility.

Example: Marketing team to implement new campaign restrcutre tests by next week.