How to elaborate a proper marketing outcome report
Your digital marketing work has to be presented, compiled and analyzed in a proper way, in
order to improve over the latest results, as well as to showcase your company’s
accomplishments. Learn how to build an outcome report.
Just as important as the collection of data are the conclusions we can draw from it. Likewise,
the way in which this data is delivered can be crucial to avoid throwing dirt on so much effort.
What is an outcome report?
A performance report is a document that explains concisely the interpretation of the metrics
and statistics that we extract from the different actions we implement as part of our marketing
strategy.
Types of performance reports
Before we start detailing how to prepare a performance report, it is important to consider the
types of reports that exist:
According to their length and necessity
Executive report: this is a short report, with the necessary information but not exceeding 10 pages.
Long report: this type of report requires more writing, it delves into hypothetical situations, analysis, research, etc.
According to its content
Informative: this is a report that can be understood by anyone, without the need for prior knowledge.
Scientific: this type of report is presented by those who work in the field of research or science. The language is very rigorous, and the information presented is scientific.
Technical: maintains the rigor of the scientific report but is usually used for more specific purposes, such as, for example, to evaluate a situation before making a decision. It is widely used for presentation to organizations or entities, both public and private.
Mixed: a report that serves both to inform the general public and to be presented to institutions.
Depending on how they are written
Analytical: as its name suggests, the analytical report presents an analysis of a certain situation or action.
Expository: in this case, the objective is simply to present information.
Persuasive: this report aims to convince. The objective is to persuade the reader to make a certain decision.
Characteristics of a performance report
Now that you know the types of report, it is important that you know what it should look like and what its main characteristics should be:
Clear: it must be understandable to whoever reads it, with a simple and coherent structure.
Concise: it is possible to offer detailed information, but it is not necessary to embellish it too much. It is preferable that the language be concise.
Objective: whatever the type of report, it should always be objective and rigorous. A tip is always to cite the sources of information: in this way, the reader of the report can be sure that the data presented are reliable and objective.
Replicable: anyone should be able to replicate the report and verify the information it contains.
Sober: the language should be in accordance with the type of report. In most cases, sobriety is a good companion.
How to make a performance report
Now that you know what types of reports exist and what the main characteristics of a good
report are, it is time to learn how to write one.
Determine the purpose or raison d'être of the report
Before you start, stop and think: what are you writing the report for? What is the objective?
Writing a persuasive business proposal is very different from writing an annual report with
statistics.
Think about who will read the report
Never lose sight of who the report is intended for. Writing it for someone inside the business,
such as your team leader, is not the same as writing it for someone outside the business, such
as a potential investor.
Obtain the information and organize it appropriately
Once you are clear about the purpose of the report and who is going to read it, prepare an
outline of the content you want to develop later. It does not need to be too detailed or
specific: it will simply be a great help to structure the content in a logical and coherent way.
This will make the report easier to read and more understandable.
For example, your outline could be
Table of Contents
Introduction
Main point number 1
Bullet point 1
Bullet point 2
Bullet point 3
Bullet point number 2
Bullet point 1
Bullet point 2
Bullet point 3
Bullet point 4
Bullet point number 3
Bullet point 1
Bullet point 2
Conclusions
Materials
Sources of information
Present the results and main findings
This is the point that requires the most detail: present the results, all the information
gathered. This is the moment to explain the research carried out and tell the result, the
findings obtained.
Complement with visual elements
Closely related to the previous point: present your results in a very visual way, easily
understandable and quickly analyzable.
Make an executive summary and check that it is written in a coherent way.
To make it an easy-to-read story, making an executive summary once the full report has been
completed will be a great help.
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Technical Analysis
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Preliminary research
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The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.
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