There are 2 major prerequisites to building a good report, specifically an important report like weekly or monthly marketing report which is used by a larger team. They are:
A clear understanding of overall business goals - using the right dimensions and metrics in a report
Data completeness - all the data sources integrated into Clarisights
Once you have ensured these, building your report on Clarisights will be an easy-peasy job. Before showing how you can build the report, let's understand some general principles of a good report:
Using charts and widgets to grasp the attention of the viewer to the most important metrics
Showing only enough information on the report and not bombarding the viewer with too many data points.
With these ground rules established, let's start building the report.
If you are new to Clarisights, we would suggest referring to our Report glossary alongside this article as it will help you understand different elements of a Clarisights report.
Please note that the following are recommendations that we have learned by working with some of the most sophisticated performance marketing teams. You could build your own version using them as a reference.
Report structure - What should be different Tabs in a report?
Deciding on the structure of the report by creating different tabs is the critical step of creating a report. The most common examples of structuring the tabs are:
Based on the Geos:
Usually, the marketing teams are divided by the different geo. In such a case, this structure makes it easy for the team to focus on the region they are managing.
Based on different advertising channels
Based on Product category / Line of Business
If you don't have a clear idea of how to structure the report, do not worry! You can come to this step after you have created the first few widgets on the report.
Adding your first widget
The first widget that a user would look at should contain the most important metrics and should be visually represented to gather as much attention from the user. The Tile widget in Clarisights serves this purpose as shown below.
Learn how to create a widget and widget types in Clarisights.
One of the most common mistakes while looking at any report is to look at the wrong date range. To avoid that, you could add a date override on the widget to show the data for a specific date range irrespective of the date chosen on the global date picker on the top right. For example, for the weekly report that we are building, it makes sense to look at last week's performance anytime we view the report. In the screenshot below, last week's performance is compared against the previous week.
Learn more about Date Picker on Clarisights.
Choosing the right widget type for your data
There is no one right answer to what types of visualizations you need to add to the report. This depends on both your personal taste as well as the data consumption culture in a company. While some companies prefer to look at all the data in a simple tabular format, most of the companies who use Clarisights, try to explore different options in charts to represent the data in the best possible way. As you might have already guessed, we love to see different charts being used instead of boring tables (no offense to the table widget which will always be the most used widget type in the world) as charts make the report look more lively and are also insightful.
Let's look at a few charts that you could add to your weekly marketing report
Timeline chart to show the weekly trends
Stacked chart with different stacks for Channel, Country or Product Category.
Documenting notes and observations on Clarisights:
Gone are the days where you had to take the screenshots from different reports and share the observations in an email or slides. In Clarisights, you could document your notes and observation, right where the data stays. Further, structuring your notes by making sections of the Week would make it easy for anyone to refer to it and make informed decisions.
Let's look at what we've got until now:
Creating sections within a Tab
A report could be structured by creating different tabs as mentioned in the first section of this article. Further, you could create sections within a tab using a text widget as a separator as shown in the screenshot below.
If you have created a separate tab for each country, then you could have a different section for each marketing channel within a tab.
Let's look at what we've got now:
Create tabs for each country
You can duplicate the tabs to create one tab for each country (discussed in section 1 of this article)
You will find the option to Duplicate in the Tab setting.
Add the tab filter to filter for the specific country.
Pro tip: Do remember to lock the report to avoid any unintentional changes on the report.
Here are a few help articles that we would recommend going over to become a power user of Clarisights 😁