We are a data-driven agency. As such, we believe that all data, good and bad, must be reported on. More importantly, we believe that reporting needs to be actionable (as we discussed in episode 33). In our experience, too many agencies serve their clients fluff reports where all graphs are up and to the right. While it is important and satisfying to measure what has gone well, it is often more effective to identify areas of poor performance. This allows your agency to tell a complete story of your marketing initiatives and adjust your strategy as needed, keeping what is working while improving areas where the campaigns struggle. Canned reports and hand-selecting positive results provide little actionable insight. Digging deeper reveals opportunities to better reach your goals. It is these opportunities that help drive continuous improvement.
In this week's Digital Marketing Mondays, Hans and Devin discuss the likelihood that you're missing opportunities to improve the performance of your ads and organic rankings, especially when everything seems too good in the reports you are getting from your agency. They also go over what you need to do to ensure you are getting the insights you need from your data.