Marketing
Analytics & reporting
Analytics and reporting is the discipline of tracking marketing activity against agreed numbers and presenting it so decisions can actually be made from it, not a monthly deck nobody acts on.
In practice at Covorn
We set up tracking against the handful of numbers that actually matter to the business, then build reporting simple enough that a non-analyst can read it and know what to do next. Dashboards are built to prompt a decision, not just display data.
Part of MarketingWhere this sits in the framework
- Grow
When you need this
- Marketing reporting exists but nobody changes a decision because of what it shows.
- Different team members quote different numbers for the same metric.
- Tracking was set up once and has not been checked or maintained since.