Pro Tip: Reporting must balance the amount of information provided.
In the event of delivering subpar results, starting with context helps reduce the negative emotions.Įven if performance suffers due to something outside of your control, you should be aware of perception and craft your reports to mitigate mixed emotions. Taking out of rotation led to a 70% drop in lead volume week-over-week. This was due to us taking out of rotation. If it was an off week, leading with context helps clarify the “why” before the reader has an initial negative reaction. I follow a general rule of thumb: Lead with the stat when results are good and lead with context when results are lackluster. Going a step further, the context you provide should differ depending on the situation. If there is a meaningful change in performance, you must give context in addition to the stat. They pay for your ability to drive results and provide insights. Yet, including context in data storytelling is one of the easiest ways to make your client reporting more effective.Ĭlients don’t pay you/your agency to regurgitate statistics. Simple, clean visualizations that leave little room for interpretation.Īs pictured above, the goal is to report on engagement using wedge metrics between awareness and demand gen initiatives. Good reporting visually calls out what is significant.
Not Using Visual Cues in D ata StorytellingĪny decent reporting is going to have a visual element. You’ll also find suggestions that will level up your reporting to clients and internal stakeholders. Here are 10 blunders to avoid when communicating performance, insights, and strategy in a business environment. While this article focuses on optimizing communications relating to reporting SEO and PPC results and initiatives to clients, the principles apply to all forms of communication. The reality of how difficult it is to communicate both simple and complex ideas effectively became abundantly apparent to me very early on in my career.ĭata storytelling is both an art and a significant skill.