Marketing Reports & Analytics: Avoid Data Puking
What is Data Puking?
Digital agencies are one of the most significant contributors to a worldwide epidemic called
data puking. Digital marketing evangelist
Avinash Kaushik defines data puking as taking a collection of metrics, often formulated in charts and graphs, and regurgitating it without explanation.
Why Should We Avoid Data Puking in Monthly Marketing Reports?
We overwhelm our audience with metrics without providing additional insight when we puke out data. We may tell them that their website visits are up but provide no context as to why. We tend to send graphs or use jargon that is commonplace for us but meaningless to the client. Without the insight behind the metrics, we might as well not send them at all, as we are providing no real value. We are telling them the sun is hot. Clients already know the sun is hot, much like they know they are getting more website visitors. They do not need an agency to inform them. They need an agency to explain why and how they can continue the trend of increased traffic.
How to Use Storytelling with Marketing Analytics
The cure for data puking lies in storytelling. Storytelling is the art of presenting what most of our clients cannot see in the charts and graphs. It requires more skill, creativity, and higher business wit. The storytelling recipe lies in telling the audience what happened and why it happened, along with predictions for the future.
How Should Agencies Report Monthly Metrics?
Successful agencies are masterful storytellers, able to translate data into insights and actionable items. This constructive input catapults your agency into an irreplaceable space. Stop puking out data. Instead, start translating the data through storytelling.
To learn more about the difference between data puking and storytelling, please watch the video below. We provide real examples to make the material relatable.
