Measuring What Matters - Building Valuable, Effective & Efficient Reporting

@RickGalan #SLCSEM @RickGalan #SLCSEM

MEASURING WHAT MATTERS BUILDING VALUABLE, EFFECTIVE AND EFFICIENT REPORTING


#SLCSEM Rick Galán

Director of Digital Marketing at Blendtec @RickGalan


YAY REPORTING!

A truly transferable skill between roles, jobs or

even careers.

Your job is not what you do. Your job is the results of what you do.


Building Valuable Reporting Reporting For You 1


REPORTING FOR YOU IS IMPORTANT!!

◉ Establish your own baselines and measures that you use to monitor performance of your programs

◉ Build regular and structured reporting to review and evaluate that performance

Checklist Pattern Foundation

@RickGalan #SLCSEM

@RickGalan #SLCSEM


The data you collect here should serve as the basis for reporting for THEM.

ASK YOURSELF…

What actions do I need to take to make my programs successful?

How can I measure how efficient those actions are?

What do I need to monitor to make sure my programs are running to plan?

Automate what you can, but stay close to the data.

KPIs should include measures of both scale and efficiency

A FEW THINGS TO KEEP IN MIND…


Building Valuable Reporting Reporting For Them 2


REPORTING IS 100% ABOUT RELATIONSHIPS


HEALTHY WORKING RELATIONSHIPS ARE BASED ON 3 KEYS

Mutual Benefit

◉ You have to provide value to each other

◉ Both parties need to understand that value

◉ It can’t be completely one-sided

Ownership

◉ The lines between you must be clearly drawn and understood

◉ There must be trust in the other parties’ ownership of their responsibilities

Process

◉ The way you work together needs to be defined

◉ Systems put in place to ensure both parties are benefitting


THE RELATIONSHIP BETWEEN YOU AND YOUR BOSS IS UP TO YOU TO MAINTAIN


MUTUAL BENEFIT

How you benefit should be fairly clear. A job, pay, increased

resources, etc.

It’s up to you to make sure you understand what success looks like, and align to it.


THE METRICS YOU THINK MATTER, DON’T.


TACTICS TO ALIGN WITH YOUR BOSS

◉ Discuss their goals ◉ Look for the KPIs that are already measured & discussed ◉ Talk to other direct reports and managers ◉ Get examples of existing reports ◉ Look for “sacred cows” ◉ Build a theory on what they want to see, and communicate

it back!

@RickGalan #SLCSEM


OWNERSHIP & TRUST COMES FROM MAKING PROMISES… AND SEEING THEM THROUGH

• Gather some history on the data you’ve discussed and confirmed as important

• Set a meeting to discuss the program to date, in terms of this new understanding of the metrics

• Start by showing them the position they are in by emphasizing what’s going well, and how you are going to build from there – using the metrics they care about

• Make promises!


REPORTING IS THE PROCESS BY WHICH YOU DEMONSTRATE OWNERSHIP IN TERMS

OF MUTUAL BENEFIT


Building Effective Reporting Designing the product 3


BUILD REPORTS LIKE YOU ARE BUILDING A PRODUCT

@RickGalan #SLCSEM

JESSE JAMES GARRETT THE ELEMENTS OF USER EXPERIENCE http://jjg.net/elements

@RickGalan #SLCSEM

• What is the purpose of the report? • Who is this for? What do they care about? • What do they want? What do you want? • How will the data be used?

STRATEGY

• What features or content does it need? • How often does it need to be pulled? • What data sources are necessary? • What can be automated? What can’t?

SCOPE

• How do all the data and features fit together? • How can the data be combined to get to the right metrics? • How can this be automated?

STRUCTURE

• What views of the data will we need? • What timelines, trends, graphs, images, etc.? • How do these views satisfy the needs of the user?

SKELETON

• How can we make it look awesome? • What actions can it drive? • What visualizations would help, and how? • What context do I need to provide?

SURFACE


AN EFFECTIVE REPORT IS ONE THAT ACCOMPLISHES GOALS

@RickGalan #SLCSEM

“

@RickGalan #SLCSEM

You have to make every single detail perfect, and you have to limit the number of details... if you are paying attention to the smallest things,

while knowing what's important, then everything else takes care of itself.

JACK DORSEY TWITTER COFOUNDER FOUNDER & CEO OF SQUARE


START SMALL, ITERATE AND ADD FEATURES AS YOU GO


ALWAYS INCLUDE COMMENTARY AND CONTEXT

Never send a report without analysis. Show your value.

Be prepared to answer “why?” up to 5 times on any dataset you send.


Building Efficient Reporting Fast and light 4


YOU SHOULD BE SPENDING VERY LITTLE TIME RUNNING REPORTS


2 PEOPLE, 6 HOURS OF WORK, GIANT FILES, ERRORS GALORE


1 PERSON, 20 MINUTES OF WORK, FORMATTED FOR EXECUTIVES


A COUPLE OF QUICK TIPS


THERE IS A RIGHT WAY AND A WRONG WAY TO BUILD A PIVOT TABLE

◉ Data should be broad on the left, more refined on the right

◉ Columns should only include items you want to “pivot” off

◉ Segments + metrics should never be a column

◉ Never include calculated metrics in your data – only raw numbers

◉ Keep your metrics separated by data source, and in the order you pull them

◉ Create the Pivot using the whole column, not specific cells


A FEW PIVOT TABLE OPTIONS CAN DRASTICALLY EFFECT FILE SIZE AND PRESENTATION

◉ Check the box “For error values show:” - clean up all the #DIV/0

◉ Turn off “Autofit column widths on update” – Annoying!

◉ Uncheck “Enable show details” – prevent accidental double-click issues

◉ Uncheck “Save source data with file” – it copies your whole data set into the file

◉ Check “Refresh data when opening file” – you’ll never know the difference


BUILD A REFERENCE TAB SO YOU NEVER HAVE TO MANUALLY FILL IN ANYTHING

A special tab in the spreadsheet to keep data such as ◉ Week / Date mapping ◉ Category Groupings (that

don’t exist in the data) ◉ Budget or goal reference data ◉ Anything you’ll need more

than once!


A FORMULA TO MASTER THAT WILL CHANGE YOUR LIFE: GETPIVOTDATA

=GETPIVOTDATA(“Data I want from the pivot table”, “Top Left Corner cell of the pivot table”, “Filter 1”, Value 1, “Filter 2”, Value 2) =GETPIVOTDATA(“Impressions”, ‘PIVOT’!$A$1, “Year”, 2015, “Month”, 6)

NEVER CREATE PIVOTCHARTS AGAIN – THEY ARE THE WORST


SPEND THE TIME TO MAKE PRETTY AND USEFUL CHARTS

Spend the time to get the chart right – it’s the primary UI for your user

◉ Chart Tools > Save as Template

(top left corner) ◉ Now any chart you want to build

can match exactly – just choose that template as your chart type


THANKS! Any questions?

You can find me at @RickGalan / [email protected]


CREDITS

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