Better, More Actionable Reporting

April 30, 2019   /   by  Diane Callihan

Back in the Stone Age, when I used to do reporting for clients, it was a cumbersome task. We could generate reports, but they weren’t customizable, and they were huge. Consequently, a client would receive a 15-page document each month that no one had the time to read, much less understand.


Here at Roger West, we understand how important reporting is for our clients. It’s vital for understanding what is working and what is not, learning the most effective ways to spend your marketing budget and for gaining insights about your customers so you can make the best business decisions.

Good, accurate reporting:

  • Gives you visibility into all your marketing efforts, across channels, and shows you their impact on sales
  • Allows you to communicate more effectively with key stakeholders by using facts and figures to support or reject proposed strategies
  • Helps you build upon, strengthen and expand on relationships – with your agency (who can hopefully show you the results of their work) and within your organization (your strategy is paying off! Raises for everyone!)

And if you don’t have reporting at all (amazingly, we still see many sites that don’t) or if the reporting you do have is inaccurate, your marketing plan and budget can go off the rails. For that reason, it’s important to ensure your results tracking is correctly in place (e.g that you’re tracking the correct conversion metrics).

Natalie Lane, our Director of Digital Strategy, has optimized our reporting system so that clients get exactly the information they need – nothing more and nothing less – and presents it in a way that is easy to understand at a glance.

We use a combination of automated and manually generated reports to monitor performance, make data-based decisions and ensure that all channels are being tracked based on client needs and business goals.

And based on those reports, we can adjust marketing strategies, campaigns and channel usage to optimize performance. So, you get the biggest bang for your buck.

We’ve been working with Databox to develop customized, visual dashboards for some of our clients, which allow them to see their reporting in real-time. Users can then drill down for a greater level of detail, view historic data for comparison and more.

Here’s a peek at a dashboard that reflects what data one executive team uses to monitor high level performance each month.


We also do custom manual reports which cover a range of metrics – both online and offline – and include helpful analytics on your spending pace, number of inquiries, cost per quality lead, conversion rates and more. All boiled down to a single page.

“We understand that reporting is not a 'one-size fits all' commodity. We work with each client individually to understand their goals and build custom reports to ensure that the information being delivered helps them monitor their progress and ultimately achieve those goals,” says Lane.

And remember – the reporting itself is not what will make an impact on your organization as much as the action that you take based on the data you receive. We can help you with that too.

Looking for better reporting? Someone who is better than your current agency? Let’s Talk.

Diane Callihan

Diane Callihan

With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.