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Analytics and reporting: the numbers that survive a board review
Dashboards, attribution and the monthly report. What belongs on a page a decision-maker actually reads: which metrics carry a decision, how credit gets split across channels, and how to tell a tracking break from a genuine drop.
30 articles
Newsletter Analysis: What Your Open Rate Can't Tell You
Your newsletter analysis counts a server fetching an image as an open, and nothing marks which ones had a reader. You still report it, because it moves and feels like a score. Which of your metrics survives if that column vanishes?
Martin H.ReportingNov 6, 2026Marketing Funnel Stages: Every Stage Ends at an Event
Your funnel diagram has a number nobody in the room chose. It came from a slide, then a template, then a tool default, and it has read as fact since. Can you name the event that closes your second stage, or only the label on the box?
Martin H.ReportingNov 6, 2026Content Marketing Measurement: What a Content Program Is Worth Before It Converts
Your program is eighteen months old and the only number that would settle it has not arrived yet. So you report traffic, and everyone in the room knows it is not the answer. What will you watch until the revenue number exists?
Martin J.ReportingNov 3, 2026Digital Marketing Reporting: The Three Numbers That Survive a Review
A report that shows everything decides nothing. Which decision does yours exist to support? Name it before you open the tool, or every chart on the page will argue for its own survival. The number of sections you can delete will surprise you.
Martin J.ReportingNov 1, 2026
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Predictive Marketing Analytics: Which Prediction Is Worth Building First
Your forecast column has a confidence interval nobody uses. Which prediction did your team build first, and why that one? A model that ships and a model still trusted a year later are not the same achievement.
Martin J.ReportingOct 30, 2026Industry Benchmarks: Telling a Real Gap From a Measurement Gap
A benchmark can be wrong without a single number in it being wrong. Which of the disclosures behind it did you check before the gap became your target? The number is still in the deck, and so is the decision it justified.
Martin J.ReportingOct 28, 2026SEO Share of Voice: The Number Your Competitors Cannot Hide
A competitor can lose rankings for a quarter and still hold the same share of voice. The number is a ratio, and almost nobody can name its numerator. Which definition of winning got installed in your dashboard, and do you remember choosing it?
Martin J.ReportingOct 27, 2026PR Measurement: What Earned Coverage Is Actually Worth
Your coverage report survives the quarter and not the question. One sentence about how the number was built, and the page goes quiet. What would you put there instead, if the same coverage had to be priced against reach you could buy?
Martin J.ReportingOct 27, 2026
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