To close out this five part series on measuring success, let’s take a look at reporting.
As you remember from the beginning of this series, all the measurements are designed to give us insights about how we are doing compared to our goal; insights that can give us a more accurate picture of our business. Reporting is the phase during which the mined insights are communicated to key stakeholders within the organization. Hence, analysts should recognize the interests and motivations of the different audiences to whom their reports will be sent. Thus, both the language and format of the report should be tailored specifically for those audiences.
For instance, in a business, let’s say our analysis reveals that 82.5% of consumers are coming from two specific demographics. Depending on for whom the report is being prepared, you may choose to position your insights a little differently.
- The best way to report that insight to the CEO might be to say: 4 out of 5 consumers are from these two demographics. The CEO needs a simple, top line report that offers an overview of the insights gained during analysis.
- On the other hand, the marketing team requires a different perspective on the success metrics. You may need to provide a more detailed breakdown of the two demographic groups, with specific suggestions as to the reasons why each contributed to the results. Such demographic insights are valuable to assist in more accurate planning for future efforts.
The key is to ensure that the final report provides a clear, succinct interpretation of the analysis, one that is relevant and actionable for the specific audience for whom the report is intended.