Digital marketing
Create a monthly marketing report that changes decisions
Useful reports identify what to continue, change or stop. Separate outcomes from activities that may contribute to them.
Put it into practice
- Start with the goal and result.
- Explain seasonality, spend and tracking changes.
- Finish with actions and review dates.
Start with the part of the customer experience you can observe. Speak to the people handling enquiries, review recent questions and inspect the destination before commissioning more creative. A modest improvement to a real bottleneck is usually easier to evaluate than a broad campaign with several competing objectives.
A practical example
If enquiries rise but qualified leads fall, investigate targeting before celebrating.
What to measure
Include qualified leads and sales where available, stating gaps.
Platform attribution is a model, not an unquestionable business total.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.