Are You Making These 3 Critical Reporting Mistakes?

Most marketers understand that reporting is a vital function of any marketing campaign, but it’s easy to slip into bad habits that undermine your efforts.

These are the top three critical reporting mistakes to avoid.

1. Not Reporting Often Enough

When it comes to marketing reports, “enough” is a very subjective term, dependent on the specifics of individual companies, campaigns and clients. However, if you’ve stuck to a default schedule of once per quarter–or even once per year–for every campaign, it may be time to rethink your habits.

Reporting too little encourages stakeholder apathy, saps the momentum from campaigns and makes it difficult to keep a clear eye on your progress.

In general, you should be reporting as often as you’re able to, and adjusting the content of the written reports to ensure participation and interest from the client or other stakeholders. In many cases, it’s better to report more often with fewer details than to “save up” for a larger exhaustive report a few times per year.

2. Too Many Manual Reporting Procedures

Along with the frequency of your reporting, the methods used to create the report are critical.

Many companies still use outdated manual procedures, and those efforts invariably involve an unnecessary amount of “hands-on” work. If you’re still relying on copy/pasting from spreadsheets and other obsolete methods, it’s time to rework your process.

Focusing on manual report creation costs too much time and money, both of which are better spent on directly improving your marketing campaigns to meet (and exceed) stakeholder expectations.

If you’re unable to speed things up with your current procedures, start exploring how Eloqua and Adobe integration can boost your automated capabilities, in hand with other marketing tools.

3. Not Focusing on KPIs

Today’s marketing tools provide a wealth of data, but don’t make the mistake of failing to curate it. Every marketing report should be tailored to its intended audience, and that nearly always means it needs to focus on KPIs or Key Performance Indicators. Which means, after the campaign or effort is complete, which metric (or metrics) will be most important to determine success?

Remember that to most clients and stakeholders, “diving into the weeds” on marketing results is as irrelevant to them as the technical details of their car’s engine. For stakeholders, marketing is a tool, and they’re primarily interested in what results that tool has achieved.

KPIs are key for a reason and should be treated that way. Instead of trying to prove the depth of your efforts with an encyclopedia of metrics minutia, use your reports to develop a coherent narrative for the KPIs.

With smart use of automated procedures and frequent reporting focused on KPIs, you can avoid the most common mistakes made by marketers.


Gain Clear Insights on How Your Campaigns Are Performing

Marketing isn’t just about coming up with killer campaigns. In order to get the most out of your marketing dollars, you need to make sure you are accurately measuring them so you can continuously evolve your marketing strategies. But data and analytics can sometimes be overwhelming, especially if you aren’t sure where to get the data and how to analyze the results. Let’s take a closer look at how you can gain clear insights on how your campaigns are performing.

Sync OMC Email Metrics Into Adobe Analytics

In order to get more clarity on your campaign performance, your platforms need to be seamlessly integrated together. Syncing OMC email metrics with Adobe Analytics will let you clearly see Eloqua and Responsys campaign performance, allowing you to build better campaign models going forward.

Run Reports on Mobile

When tracking campaign performance, many companies often overlook the importance of mobile. The marketing world has changed completely over the past few decades and mobile marketing should be at the core of your strategy right now. Tracking mobile helps you build an effective strategy, measure the types of engagement that lead to sales and optimize your mobile campaigns. It can also help you better understand the role of mobile in your customer journey so that you can provide the best possible customer experience.

Run Breakdown Reports

When dealing with campaign performance, you want to be able to break down each aspect of the campaign as specifically as possible. This will help you dive deeper into the data and learn which parts are successful and which parts could use improvement. It’s one of the best ways to identify hidden opportunities and drive KPIs, boosting the success of your business.

These are just a few of the ways you can improve your Eloqua and Adobe integration in order to better understand the performance of your campaigns. The more insight you have into how your campaigns are doing, the better you will be able to execute your marketing strategies in the future.


The Top 3 Metrics You Should Be Reporting On

Improving your performance should be the number one focus of your marketing strategy — and you can’t improve without measurement. You have to know how your campaigns are performing in order to ensure they perform better next time. For marketers who are looking to take their marketing strategy to the next level, it’s time to start focusing on the most important metrics and getting the most out of these reports.

There are so many metrics to measure that it can be a headache to decipher which ones have the most value. Many companies take a stab in the dark and end up with numbers they don’t really know what to do with. But there are three tried and true metric types that can benefit pretty much any business, no matter what size.

1. Conversion Rates

Conversion rates are one of the most obvious and most important metrics that marketers can report on. The number of conversions you get measures how many customers have taken a desired action on your website — these actions should be unique based on your business objectives. For example, if you are sales-driven, purchases will be your conversion metric. If you are building a thought leadership position in your industry, downloading an e-book might be your top conversion metric.

2. Engagement Metrics

In addition to tracking how many people are performing the desired actions on your site, it’s also crucial to track their general engagement so you know how your campaigns are performing. Sometimes a campaign can be considered successful if users are actively engaging with your brand and your content. That means that your content is getting shared and talked about among the right audiences. It’s easy to measure how many shares and likes your content is getting using tools like BuzzSumo.

3. Website Traffic

Traffic to your website and blog is also a critical metric for marketing success. This metric helps you make sure that your inbound marketing efforts — blogging, connecting with influencers, social media activity, etc. — are giving you a good return on investment. You want them to result in more Unique Page Views so that you know your content is getting in front of new eyes. Be sure to isolate your website pages and your blog page so you can determine which one is driving more traffic and where to place your best content moving forward.

Follow these three top metrics and start gaining the insights you need into your marketing campaign performance.