Show me the money metrics

Show Me the Money (Metrics)

Show me the money metrics

When I begin to work with a new client, who’s been doing marketing before I arrive, I ask to see their website data, as well as the data they have from their marketing channels, so I can get a sense of where we are. Often, this means I take a look at the reports they’ve been getting from other marketing agencies and/or their internal teams.

It never ceases to amaze me how few of these reports measure what I would call the “money” metrics – the important ones.

On top of that, my clients often get these reports in an email, with the expectation that they’ll look at it on their own. This is absurd. Most clients have no idea what they’re even looking at, or how they should review the data. The worst I’ve seen is when they’re given permission to look at the agency’s internal software; “here’s your username and password, take a look at the reporting any time you want!” they’re told.

The problem is: they have no idea what to look for. Or how to generate reports.

I’ve gone into some of these portals myself and had to dig around to figure out how to create the reports that are most useful. If my client hired the agency to do marketing for them, one has to assume they’d also like the agency to do the reporting for them.

This is why marketing agencies often get a bad reputation: because many promise the sun and the stars, and then deliver the dark side of the moon.

One of the great joys I get, doing my work, is being able to sit down with my clients on a regular basis to show them how the work is going. This means generating reports that show, with pretty graphs and pictures, what’s happening in each of the campaigns we’re doing. The pictures need to tell the story so that it’s easy and clear

And we go one step further.

I show them how all this marketing activity is affecting their website. Is there more traffic? Are there more new users? What activities generate better traffic?

I walk my clients through all the data – again, graphs and pictures – so that they understand who’s coming to their website and what they’re doing, once they get there. After all, that’s the point of marketing, isn’t it? To get more traffic to the website, more feet walking in the door, more sales leads online.    

Are you frustrated with the reporting you’re getting from an agency? Contact me and let’s chat about it.