Have you ever been asked for a report that you didn’t buy in to?
Have you ever created a report, only to watch a stakeholder scan-read it, only to voice their personal opinion anyway?
I’ve said it before, and I’ll say it again: Reporting Sucks.
Reporting can be a drain on company resources.
Measurement, can be a secret weapon.
Measurement:Â
“Measurement is the assignment of a number to a characteristic of an object or event, which can be compared with other objects or events.” – basically a game of X factor.
Reporting:Â
“A report is a document that presents information in an organised format for a specific audience and purpose. Although summaries of reports may be delivered orally, complete reports are almost always in the form of written documents.” – and it’s boring.
If you want to understand true value of your advertising investment:
- Look holistically at the full impact and communicate it to key stake-holders.
- Use common sense. Â Seriously.
- List the channels who’s performance you know the least about (because it’s 2019, and you don’t need to fly blind anymore). Â Relegate one or two, exchanging the advertising budget into channels that perform statistically well.
- Reduce any channel that can’t be tracked or measured.
- Understand which channels give you true value, and which channels hold back a bit of the value for themselves (some will send you enquiries, but wont send you the website visitor, so that they can look around at all of your products).