Some people argue that marketing amounts to nothing unless you can show the return on investment – ROI – for your marketing spend. I have my own thoughts on this, but it’s reporting that I think is crucial.
Without reporting how do you know what you’re doing is effective? How do you know which channels are working best or need more attention, or which channels to kill?
Here is a list of the reports I manage on a daily basis in my current role. I review these accordingly when I need to ramp up particular campaigns or allocate marketing spend.
- Social media calendar – What I post, when and through which channel, and the response. This also helps with A/B testing.
- Paid media plan - I keep track of my conversion goals.
- Email/eDM’s – Open rates, unsubscribes, leads or EOI’s generated and sales over a certain time period. I also note the eDM topic or campaign I’m promoting.
- Content development – Topics, author, distribution channels and response.
- Design work – I manage a design team so I keep track of design requests.
- Campaign activities – A summary of what marketing efforts have been made to promote a campaign. This provides a great snapshot.
- Budget versus actual spend – My annual anticipated budget might not align with my actual spend. This helps plan year on year.
To manage my reports and work in progress I use tools like Trello and Google Drive. These tools enable you to share reports with staff so that they can contribute to reporting and provide valuable feedback.