How Marketing Agencies Can Scale Customer Reporting

How Marketing Agencies Can Scale Customer Reporting


Try Explo. Customer-facing analytics for any platform

Get started

With the growing quantity of data from customer activities and the increasing splintering of cross-platform activities, setting up a comprehensive data collection and reporting scheme is a nonnegotiable for growing marketing agencies. The blog details the steps that successful marketing organizations can take to have customer reporting that scales.

Step 1: Streamlining Data Collection

Efficient data collection is the cornerstone of any analytics operation. A strong foundation here will shape the entirety of your reporting structure; weak data collection will cause long-term and expensive issues.

Set Up a Unified Data Collection Platform:

Establish a central database or repository that can store data from various platforms. Marketing data can come from websites, mobile apps, offline channels, and more. Ensuring the many incoming data-generating sources are collected into a single source is the foundation for all optimal reporting processes. 

Integrate Data Sources: 

Identify and connect data sources to your data collection platform. Any sufficiently advanced dataset for customer reporting will inevitably use data from multiple sources. Blending this data can yield new and impactful insights. For instance, meshing data from online ad campaigns with website traffic stats and sales conversion rates will give a more holistic understanding of customer behavior. 

Use API’s and Automation Tools:

Manually importing or copying data will quickly become the bottleneck of a data-driven marketing agency’s growth. Automate data retrieval by utilizing APIs, webhooks, and native platform integrations to ensure the data is kept up-to-date and minimize employee workload.

Step 2: Centralizing Data Management

Positioning data in a single, accessible location aids in accessibility and enhances security.

Centralize Data Management into a System:

Once the data is flowing into your unified data collection repository with accuracy and automated frequency, the real work of managing the data begins. The advantages of storing data in one central location are massive: it simplifies data retrieval, boosts analysis efficiency, ensures consistency across insights, and dramatically reduces the time spent searching for specific datasets or reconciling discrepancies.

Choose a Customer Reporting Solution:

Identify a solution that aligns with your data complexity. Some tools might excel at visual representation, while others may be better suited for in-depth statistical analysis. Balance the customization potential with the learning curve. Consider a powerful self-service reporting tool like Explo to enable customers to manipulate data as they please.

Ensure Data Security & Privacy Management:

Implement stringent security protocols, including data encryption, periodic backups, and role-based access controls. Regularly update these measures to align with the latest security standards. Often, data privacy considerations are relegated to the end of the setup processes, a risky oversight given its significance. With varied regulations across states and nations, non-compliance isn't just a breach of trust; it can result in substantial financial penalties. 

Step 3: Standardizing Reporting Templates

Uniformity in reports enhances clarity and minimizes misinterpretation. 

Embrace Consistency with Standard Templates:

When diving into analytics, a uniform presentation means clarity and minimized room for misinterpretation. By developing a consistent framework for your reports, you ensure that readers quickly absorb the key data points, streamlining the process of drawing out insights. This uniformity becomes particularly beneficial for customer-facing analytics that span across varying timeframes or multiple campaigns.

Create Data Visualizations that Convey Clear Insights:

One of the most powerful ways to convey data-driven insights is through effective visualization. Whether you're employing bar graphs for a comparative view, pie charts for understanding distributions, or line graphs to trace trends, choosing the right visual representation can make all the difference. 

Customize Templates for Specific Client Requirements:

Individual clients or projects can have distinct needs that demand flexibility in report generation. While it's imperative to maintain a foundational structure for consistency, modern reporting tools should also accommodate modular adjustments. This adaptability ensures that you can address specific requirements, tailoring each report without disrupting its core framework. Furthermore, enabling end-users to save and reuse their custom reports can significantly reduce redundant efforts and enhance efficiency.

With Explo Dashboard you can ensure your reporting is as effective as possible. The white-labeled dashboarding and report builder tools make the process of creating, customizing, and sharing reports seamless. Don’t compromise with static one-dimensional reporting or time-consuming custom-coded dashboards - do both.

Step 4: The Efficacy of Automating Reporting Processes

To handle the vast amounts of data available today, automation is pivotal.

Automate Data Aggregation and Transformation:

Before you can extract meaningful insights from your data, it needs to be in a shape that’s conducive to analysis. Raw data often comes with anomalies, gaps, or inconsistencies. Implementing robust scripts or workflows can address these challenges:

  • Data Cleaning: This step removes inaccuracies or inconsistencies, ensuring that the data is accurate. Common tasks include deduplicating records, correcting data entry errors, and treating outliers.
  • Null Value Treatments: The absence of data, or null values, can skew analytical results. Develop procedures to either impute missing data with statistical techniques or eliminate such records, depending on the context.
  • Data Type Conversions: Ensure that each piece of data aligns with its expected format. For example, dates should be in a uniform date format, and numerical values should adhere to a consistent decimal structure.

Once the required data cleaning and transformation steps are identified in a given dataset, an automated system can correctly transform all of the incoming data from the source.

Schedule Automated Report Generation:

Once your data is clean and standardized, and templates are designed and set, the bulk of report generation is essentially prepped. To further refine the process, integrate scheduled reporting mechanisms. This automation means that at set intervals—whether daily, weekly, or monthly—reports are generated and dispatched to the relevant stakeholders. Using Explo’s automated email reporting tool can proactively share insights with your clients, providing a clear value.

Harness AI & Machine Learning:

AI and Machine Learning excel in dissecting vast datasets, pinpointing patterns, and forecasting future trends with enhanced precision. With their ability to analyze historical data, they can predict outcomes such as customer purchase behaviors or potential market shifts. Additionally, AI can provide real-time alerts for emerging business challenges or opportunities, ensuring timely interventions. These emerging tools can find wholly new insights and further automate the process of data reporting.

The Benefits of Enabling Self-Service Reporting

Embedded analytics offers marketing agencies a compelling edge through self-service reporting. Providing clients with the autonomy to customize their reports not only reduces the agency's load but also entrusts clients with greater control. 

It's essential to strike a balance. While offering clients an in-depth peek into their data, they should be equipped with the know-how to harness these tools fully. Such an initiative not only cements client reliance but also reallocates agency resources, focusing on other pivotal tasks.

Final Thoughts

For digital marketers and agencies, mastering the art and science of reporting customer-facing analytics is a non-negotiable requirement. Efficient data collection, centralized management, consistent reporting templates, and automation form the bedrock of a scalable reporting structure. As the demand for self-service reporting rises, agencies have the opportunity to not only offload responsibilities but also amplify client trust by providing them with the tools to delve into their data.

On this journey, leveraging robust platforms such as Explo Dashboard and Report Builder can be transformative. Explo’s comprehensive suite of features, from white-labeled dashboards, automated email reporting tools, and fully hosted analytics portals, are an invaluable ally for agencies looking to supercharge their reporting efforts.

Back to Blog

Recent Blogs

Get Started Now

Creating dashboards and reports for your customer has never been easier. Find out how Explo can work for your team.