Results Report: What is it and how to create one?

A marketing strategy results report is a document that summarizes the performance of a marketing campaign and evaluates its effectiveness in relation to established objectives.

The report usually includes information about the reach of the campaign, the number of people reached, the results in terms of engagement and conversions , and an analysis of the data obtained to determine if the strategy was effective.

Specifically, a marketing strategy results report is a valuable tool for measuring campaign performance and making informed decisions about future marketing strategies.

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Types of results reports

Reports on the results of a marketing strategy can vary in their length, content and type of writing. Some common types of results reports include:

Brief Reports – These reports are short and concise, typically including only the most important and relevant data.

Detailed Reports – These reports are typically longer and provide a detailed overview of the campaign results, including graphs and tables that illustrate the data.

Technically written reports : These reports are usually written in technical language and use terminology specific to the field of marketing.

Simply Written Reports – These reports are written in simple, accessible language, and are easy to understand even for those without advanced marketing knowledge.

The type of results report chosen will depend on the needs of the company and the audience to which the report is directed. For example, a brief report may be appropriate for a general audience, while a detailed report may be more appropriate for a technical audience.

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Characteristics of a results report

The features of a marketing results report can vary depending on the focus and structure of the report, but in general, a marketing results report should include the following features:

Campaign Objectives – The report should include a clear and concise description of the campaign objectives , along with the key performance indicators (KPIs) that will be used to measure the success of the campaign.

Campaign Scope – This should include a description of the actions and activities carried out during the campaign, as well as the reach and audience reached.

Results : a detailed description of the results obtained in terms of engagement and conversions, and must present the data in a clear and easy to understand way.

Analysis – An analysis of the data obtained during the campaign, and should offer conclusions and recommendations on how to improve performance in future campaigns.

Customer Journey: The ideal path to generate greater sales

The marketing results report should be complete, clear and easy to understand, and should provide valuable information that helps the company make informed decisions about future marketing strategies.

Metrics that participate in the results report

To prepare a results report, the appropriate metrics must be selected according to the type of report and the purpose sought. Some of the most common metrics are:

+ The conversion rate , which indicates the percentage of visitors who complete a desired action, such as purchasing a product, registering for a newsletter or completing a form.

+ The click-through rate , which shows the percentage of users who click on a link, ad, or button.

+ The cost of customer acquisition , which calculates the average expense necessary to obtain a new customer.

+ The customer life cycle , which estimates the time that passes from when a user becomes interested in the brand until they are no longer a customer.

+ The cost per lead , which determines the average expense necessary to generate a qualified contact.

+ Visits , which count the number of users who enter a web page or a specific section.

These metrics can be obtained from tools such as Google Analytics, Google Search Console or HubSpot. These tools allow you to collect, analyze and display data easily and efficiently.

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They can be integrated with other particular metrics depending on the sector, channel or marketing campaign.

For example, if it is a results report on social networks, you can add metrics such as the number of followers, reach, interactions, mentions or sentiment.

What elements should a results report contain?

A results report must include the following elements:

+ An introduction describing the context, purpose and scope of the report.

+ An explanation of the objectives sought with the action, project or marketing campaign.

+ A choice of the most important metrics to measure the performance and impact of the action, project or marketing campaign.

+ A presentation of the data obtained from measurement tools, such as Google Analytics, Google Search Console or HubSpot.

+ An analysis and interpretation of the data, which compares the results with the objectives and highlights the positive and negative aspects.

+ A conclusion that summarizes the main findings, lessons learned and recommendations for improvement.

The format and style of the results report depend on the type of audience it is aimed at and the channel through which it will be disseminated. However, some general tips are:

+ Use simple, exact and objective language, avoiding unnecessary technicalities or ambiguities.

+ Organize content into sections and subsections with descriptive and numbered titles.

+ Use visual resources, such as graphs, tables or images, to facilitate the reader's understanding and interest.

+ Cite the sources of information and data used, following a uniform and recognized citation style.

+ Review the text to correct possible spelling, grammatical or coherence errors.

How to make a results report?

To make a marketing results report, you can follow the following steps:

Define campaign objectives – Determine the campaign objectives and the KPIs that will be used to measure the success of the campaign. This will help you focus the report and ensure that it provides relevant and useful information.

Gather the data Collect all important data collected during the campaign. This can include information about the reach of the campaign, the number of people reached, the results in terms of engagement and conversions, and any other information you consider to evaluate the success of the campaign.

Create an outline : It is important that you create an outline that includes all the sections you want to include in the report and indicates the order in which the sections will be presented. This will help you maintain a clear and organized structure in the report.

Write the report : Once you have the outline and the data collected, you can start writing the report following the outline you created. Make sure the report is written clearly and concisely, and use graphs and tables to illustrate data visually.

Review and correct the report : Review and correct to ensure that it is free of errors and provides accurate and reliable information. You can do this yourself or have someone check it for you.

Present the report : Make sure the presentation is clear and concise, and that it provides valuable information relevant to the company.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.

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