Reporting can sometimes seem like just a bunch of numbers in boxes. But how you approach the analysis of a campaign’s performance can determine whether your stakeholders view it as a success. While many gravitate toward ROAS as a measure of success, there lies a broader story that unfolds over time and provides invaluable lessons for future campaigns.
Confidence stands as the linchpin in crafting a compelling story. Analysts often grapple with the fear that their audience possesses more knowledge, succumbing to paralysis by analysis. The key is to trust your skill set and recognize that you are the expert guiding your stakeholders.
If doubt creeps in, use these tips to reshape your approach.
How to find your story
Constructing a story requires a nuanced approach to understanding the “what” and “how” of data communication—an intricate blend of art and science. Distinguishing between exploratory and explanatory analysis is essential. Exploratory analysis unveils the data’s subtleties, while explanatory analysis delves into the who, what, why and how of your story.
Who: Tailor your story to resonate with your audience, moving beyond a generic report to address the specific needs of decision-makers.
What: As a subject matter expert, it is crucial to understand what your decision-makers seek to learn. If their requirements are initially unclear, provide actionable next steps to initiate a conversation. Your audience is looking for you to lead a productive conversation, and it is your responsibility to guide them.
Why: Infuse your actionable insights with the “why”—why your audience needs to know this information. Embrace reporting both positive and negative findings, as even seemingly irrelevant data can contribute to a more comprehensive story.
How: Mastering stakeholder communication is critical. Prepare speaking notes, add context beyond slides and, most importantly, practice.
Bring it all together
For those new to creating reports, one piece of advice is to build it as if the company’s CEO will be reading it. The following three-step process can help.
Step 1: Draft an outline, in which each insight answers the following questions:
- What interesting aspects does this reveal?
- How does it align with your broader story?
- Who benefits from this insight?
- Why is this performance happening?
Step 2: Write in complete sentences so the insights flow seamlessly from one to the next. Let the campaign’s performance speak for itself, supplementing poor results with a story explaining the reason(s) behind them.
Step 3: Take a break, then come back and conduct one final review, paying close attention to grammar, sentence structure and coherence.
When it’s time to present, embrace white space, reduce clutter and prioritize simplicity. Choose visuals wisely, favoring quality over quantity. Ask yourself, “Does this slide effectively capture my audience’s attention?” If not, reevaluate and refine for a clearer visual experience.
By implementing these tips into your daily reporting and insight writing, your data storytelling will continue to evolve. Stay patient, attentive and curious about new industry/market trends and the effect that any new laws or regulations may have on marketing.
Finally, remember confidence in one’s abilities comes with repetition and experience, so be kind to yourself, work outside of your comfort zone (aka growth zone), and put in the work to start believing you belong in the room to help others understand the data.
