Reporting Systems & Processes
It is extremely important to develop reporting process utilising a pre-determined framework, system and in some cases technology.
Key components that we have addressed beyond the top line reporting and audit framework are as follows:
- Data Visualisation
- Internal Reporting Lines
- Type of Reporting
Data visualisation is important in order to provide every level of stakeholder a comprehensive view of performance across the business. From individual campaign performance and product performance to overall business group or brand performance. Reporting can be used not only retrospectively but to plot trend lines and to perform accurate predictive analysis in many ways.
Data scientists and off the shelf data visualisation tools may provide a baseline framework to build on appropriately or a complete custom solution may be appropriate. REAL recommends an audit and review be done on the requirements of this key component of the process.
It is important that the key stakeholders are identified. Typically, REAL suggests implementation of an advisory board of key decision makers that have control or ownership of data, technology and marketing decisions. A clearly defined reporting line and decision tree is required to accelerate the process of a full in-house programmatic media trading solution with as little hold up as possible.
Key reporting decisions, frameworks and guidelines to be made can include the following:
- Types of reports
- Frequency of reports
- Creation of templates for reporting
- Assessment and utilisation of Vendor tools for reporting
- Guidelines and process documentation on internal reporting
- Clear accountabilities and responsibilities for personnel pertaining to reporting