4 Steps to Killer Analytics Reporting and Presentations

Want to know how to structure your presentations and reports so that people pay attention to what you have to say? In this short video I explain my system.

Video summary

Put simply, the system is comprised of 4 steps:

  1. Data
  2. Insight
  3. Recommendation
  4. Business Impact

You must go through each of these stages in order to full of a killer presentation. But sadly most people stop at step 1 or 2.

Remember, the whole point to collecting and reporting on data is to INSPIRE ACTION. By simply presenting data or insight, you have left it to others to make the decision as to what to do with that information.

As a digital marketer or consultant, it is imperative that you take the initiative and don’t make people think to hard. Provide them with your recommendations based on the insight, and then, to keep the board engaged, show them how it is going to help them reach their business objectives faster.

Putting it in to practise

Here’s an example. In Google Analytics you discover that a highly trafficked landing page has a high bounce rate.

How not to do it

An example of a bad way of presenting or reporting on this data would be to state:

Our most popular landing page has a bounce rate of 90%, which is 20% above the site average.

Why is this bad?

Because it only delivers data (90% bounce rate), and a tiny bit of insight (this is 20% above site average). As a CEO of the business I have no idea what this means and why I should care. Why should I listen to this?

And yet this is the kind of text I see on ‘analytics reports’ time and again (although some don’t even get this far and just show a graph of bounce rate over time).

A better approach

This time we’ll use the 4 step system, and you tell me if it is a more compelling argument.

Our most popular landing page has a bounce rate of 90%, which is 20% above site average. I am going to generate an extra £10,000 in incremental revenue per month by spending 10 hours this week testing different messaging and imagery in order to reduce the bounce rate and get and extra 10 people converting.

This has it all. The CEO will get excited by the prospect of an extra £10,000. And this isn’t just a finger in the air figure – you’ve done the calculations and can show them if asked to. The 90% bounce rate isn’t the important part, it is just the data that lead you to the discovery that there’s an extra £10,000 up for grabs.

Summary

I challenge you to use this 4 step framework to revamp your digital marketing reports and presentations. Try it and see the reactions you get. Then come back and post your results in the comments below.

Ed Brocklebank is the founder of Metric Mogul, a digital analytics consultancy. He helps business of all sizes become more data-driven through marketing technology. He runs training for General Assembly London on Google Analytics and Google Tag Manager.