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Three Easy Steps to Creating an Awesome Annual Report



Every year the much dreaded “that time of year” comes around.  And every year you have the need to pull yourself together and dig deep into the results of your marketing campaigns and projects. These results, found across different channels, are often muddled by human error and are time consuming to access.

But that’s not even the real challenge of putting together a first-rate annual report.

A great annual report entails that you suspend your team’s campaigns and exciting money-making projects in order to unearth, compile and analyze last year’s results. It’s a complicated and time consuming process and one that you would prefer not to do.

But if you could just discover the secret to creating an extraordinary report, one that would be valuable to upper management as well as to your team, the entire undertaking could be made easier.

The secret to creating a first-rate annual report is to demonstrate how your marketing efforts align with your company’s business goals and how these contribute to the bottom line.

Senior management expects you to provide them with insight and strategic recommendations. You’ll need to justify your campaigns and projects by proving how your results align with business performance to drive revenue.

As you prepare to present your Q4 2014 results, you must be mindful to include the most important elements from the executive team’s point of view.

To further assist you, we’ve listed the three steps you need to take to create that first-rate annual report:

  1. Prepare and Aggregate
Gathering the results from all your channels can be a difficult process. But it’s vital that you have the full scope of data.

Naturally, you will have a lot of data. In order to make sense of it, you’ll need to pare it down and analyze it in order to present the most important conclusions to the senior management team.

If you’re already working with the marketing dashboard of a comprehensive, Omni-Channel reporting platform, this part of the process will be faster, focused and more accurate.

  2. Execute a KPI driven Analysis
Once you’ve aggregated the results, it’s time to analyze them. In your analysis, include the most important data elements: ROI from each channel, cross-channel analysis and campaign results that align and contribute to your company’s top KPIs. You can use a power point presentation to display these. But if you have a powerful marketing dashboard, consider using its interactive tools to share your results. Remember – less is more and that’s particularly true when presenting tons of data.

  3. Validate Next Steps with Predictive Analytics
Once you’ve analyzed the results it’s time to learn from them. In this part of the annual report you must demonstrate how you expect to apply the insight to develop practical campaigns in the future.

Use predicative analytics which will provide you with insight to evaluate and make the right business decisions.

By following the three-step process outlined above, you can provide upper management with a compelling and accurate picture of the success your marketing campaigns have had in generating revenue. In doing so, you and your team have become a valuable asset to senior managers.


Learn more on creating a first-rate annual report in Datorama’s “How to Guide” on What Your CEO Expects from Your Year Marketing Report. 

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