Are they reading our reports? Do they understand them? Stop spending days creating complex reports nobody is going to read or understand! This talk will provide the answers you have been waiting for on what should be included in a monthly, quarterly or annual digital marketing report. By using Data Studio, Supermetrics and Funnel as SEOs we can keep the Board, Head of Digital and the marketing team happy.

1. Persona-Led Reporting:
Designing Blinding Reports
to Keep Every Stakeholder
Happy
Rumble Romagnoli // Relevance
SLIDESHARE.NET/RUMBLITO
@ROMAGNOLIRUMBLE

2. How do you report for so
many different products
and services.
SELLING

3. How do you report for so
many different
stakeholders.
STAKEHOLDERS

4. Do your clients deserve
customisation in their reports?
CUSTOMISABLE

5. relevance.digital
ONBOARDING
• Who is involved in the project?
• What are the clients business aims?
• What are the main issues they have in
achieving this?
• How will we measure our value add?
• How often will we mark milestones?
• What Data and marketing
platforms are involved?

6. relevance.digital
ONBOARDING

7. TOOLS - WHAT WAS IT LIKE BEFORE
COST HOURS SPENT CLIENT HAPPINESS
1000£ 5

8. History of SEO
Reporting
relevance.digital

9. relevance.digital
WELCOME TO GOOGLE
DATA STUDIO

10. ● Google opened their community connectors.
● Google Launches Data Studio.
● Funnel, and Supermetrics integrate their connectors
into Data Studio.
WHAT HAPPENED THEN?
● Users migrated from 3rd party reporting
tools to Google Data Studio.

11. • Data Guarantee - Data from any source
• Pre-Built Data Model and flexible data transformation tools
• Auto Converted Currencies and field normalisation
• No-Code Business Logic
• Unified Repository - All of your data, mapped and in the same place
• Send your data anywhere - Direct integrations with all major providers
• World-class customer support & fast implementation
relevance.digital
With integrations to over 400 marketing and advertising
platforms, Funnel collects, organises and displays your data in
one place. You have the freedom to feed your data to any tool
you like, whether it's your data warehouse, BI solution,
visualisation tool (e.g. Data Studio) or a simple spreadsheet.
Trusted by the world’s most data-driven businesses

12. • These guys claim they offer the best-in-breed
integrations. They have 400k+ user base
(335k+ for Google Sheets), 4.5-star ratings, and
the fact Google uses them to pull their own
marketing data are the best demonstration of
the quality of our products.
• The entire workflow in Data Studio, Google
Sheets or any other tools you use.
• Competitive pricing
• Offer a number of top-notch reporting
templates for users to plug and play.
• News about new connector
relevance.digital
SUPERMETRICS

14. relevance.digital
WHAT IS A CONNECTOR?

15. THE CONNECTORS

16. relevance.digital
THE CLIENT

17. MEET THE BIG 5 - PERSONAS
The BIG FIVE
CEOCMO Head of DigitalHead of SEO PPC Specialist

18. • How much money is the company
making?
• How much are the sales costing?
• What is the ROI?
• Who are her clients and where are they
coming from?
• Are they new or returning?
• Which houses are the most successful?
• Do we need a new website?
• What is the average deal size per source?
relevance.digital
CEO - Emilia

19. New Design VS Old Design

20. • Website/ Channel Performance
• ROI on marketing efforts
• What countries had the best conversion
rates
• Best referral partners there are
• How effective mailings were
• Funnel drop-offs and retargeting list
growth
• Sales Performance and Community
growth and engagement
• Most successful content
relevance.digital
CMO - Alena

21. Marketing
Director
Reporting
relevance.digital
*excluding Paid Search results

22. • What are her KPIs?
• SEO Progress
• PPC Progress – what is working and what
isn’t
• Social Media – what is engaging their
audience
• What times of year drives the most traffic.
• When people book - is it around holiday
periods or just randomly
• What are we going to be focusing on
over the next month
relevance.digital
Head of Digital - Louise

23. Head of Digital
Reportingrelevance.digital
*excluding Paid Search results

24. • DA, average keyword position, impressions,
clicks
• Position of Major Keywords on the Top?
No API possible
• Page Content Optimisation -how close
we are to the Site Map - No API
• Website Technical Optimisation - No API
• Best performing entry pages from
organic search with CR
• CTR for the search terms that are
important to the client
• Number of links won lost
• Keyword Ranking Effects after Major
Tweeks
relevance.digital
Head of SEO - Nico

25. Head of SEOrelevance.digital

27. • Overall account average CPC, conversion
data, cost/conversion or CPA, conversion rate,
CTR
• Each campaign with the individual details
to see the top performing ones
• Identify top converting search terms and
ads
• Which locations and devices convert
better than the others
relevance.digital
PPC Manager - Jackie

28. PPC Manager -
Dashboardrelevance.digital

29. the tools you need the onboarding process the relevant information your
stakeholders require
SUMMARY

30. relevance.digital
THINKING OUTSIDE THE BOX

31. • recognise your persona types,
• request onboarding,
• set up a dashboard for the different
stakeholders,
• pull in the data using your preferred
tool,
• add your analysis, and
• get in touch with me for more insight
relevance.digital
TAKEAWAYS

32. • I am Rumble,
• yes that is my real name…..
• I am from a digital agency in sunny Monaco
called
• We are always looking for great people so
please get in touch, if you are looking for an
awesome suntan. If you aren’t ready for that we
have an office in Bath office with very nice
people.
relevance.digital
RUMBLE

33. relevance.digital
THERE IS SO MUCH MORE WE CAN DO