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How to create a digital marketing report that your boss cares about

Sophie Pitcher

Create a digital marketing report that your boss cares about

Marketing is far more measurable than ever before; there’s been significant development of amazing new tools, technologies and analytics designed to help marketers measure the effect of their work. Consequently, CEOs and directors are demanding more tangible and quantifiable metrics to show how any investment in marketing campaigns have impacted the bottom line.

Many of the metrics available to Marketing Managers are not relevant to the CEO/CFO — they are mostly interested in your contribution to revenue, profit and the marketing ROI of the company. Although it’s vital for you as a marketer to track many analytics such as increase in site traffic, number of leads generated, traffic source, individual campaign statistics, do these KPIs clearly demonstrate to your boss what he or she wants to know?

The Fournaise Marketing Group stated that 74% of CEOs think that marketers pay too much attention to the latest trends, such as social media, and can rarely show how these strategies contribute to overall business growth.

So, how can you show your boss the real contribution of marketing to the bottom line?

5 metrics that’ll excite your boss

  1. Website Traffic
    You shouldn’t simply state the number of unique monthly visits; it’s important to demonstrate growth, i.e. unique monthly visits to the website have increased by X%. For this to be of further value, link this metric to the visit-to-customer conversion rate (metric 2), which should have increased due to the increased website traffic!

  2. Visit-to-Customer Conversion Rate
    The number of customers divided by the number of visits per month. Your boss probably doesn’t need to know the conversion rates for each stage (visit-to-lead, lead-to-customer). He or she will be more interested in paying customers and the impact on revenue rather than customers in the early stages of the marketing funnel. It’s important to show progress i.e. month-on-month and year-on-year, to validate the growth of visit-to-customer conversion rate and compare it to the industry benchmark.

  3. Customer Acquisition Cost
    This can be calculated by dividing the cost of a marketing campaign by the number of customers acquired through the campaign. For example, if you spent £50 on Facebook ads in January and you acquired 25 customers, your customer acquisition cost is £2. This metric is very useful for your CEO/CFO. It can teach them a lot more about the effectiveness of marketing campaigns than the number of likes or shares a post has had on Facebook, or retweets on Twitter. It is important to compare paid and organic leads.

  4. Customer Lifetime Value
    Estimate the current value of a customer and compare that to what you spent to acquire that new customer. The customer lifetime value ratio to cost of customer acquisition shows the business’s sustainability.

  5. Return on Investment
    Every company will have different aims and goals but increasing and proving ROI is essential to all of them. 20% of content marketers are more likely to receive a higher budget if ROI is tracked. Your boss will want to know what you are investing your budget in and whether the ROI is profitable.

These metrics should show a tangible impact on the bottom line. The data should help you and your boss to make judgement calls, improve efficiency and develop growth of the company.

How to structure your report

It’s important to keep your report concise and relevant to ensure your boss has all the important information quickly and efficiently. Before going through the 5 metrics stated above, start with a clear summary of what you’ve achieved in the month and highlight the results that are specific to the company goals and business strategy.

Including too many graphs can be confusing and complicated, but a couple of well organised and relevant visuals can clearly show progress month-on-month or year-on-year and can demonstrate historical and industry trends. Some visual data may be key to show your boss the results of specific marketing campaigns and what the results mean for the company.

Conclude the report with upcoming marketing strategies and campaigns, and highlight realistic goals using previous performance and industry benchmarks.

The CEO/CFO wants to know how much revenue can be directly attributed to leads and he or she wants to see quantifiable metrics to prove how marketing campaigns have impacted the bottom line. The monthly marketing report should show the impact of marketing on the business but it is also a critical tool in communicating and validating the work of you and your department.

Follow these ideas and arm yourself with information your boss wants to hear and you’ll prove your value to the company and be well on your way to a promotion!



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