Marketing Reporting

In my experience Marketing Reporting is one of the key requirements that are sought by leading marketers but never delivered on time.

The reason for not being able to deliver the campaign/marketing reports on time is due to unavailability of data to generate reports. When you try to explore the reason for the data unavailability, one would realize its like opening a Pandora’ box – Reason? Well, data will have to originate from multiple touch points owned by multiple teams and individuals, and they don’t work in tandem all the time.

As an enterprise when you are considering to invest in an automated environment, the issues posed by individuals and teams cannot hamper the defined (expected) performance drastically and can be the culprit is termed as inadequate integration capabilities.

It is very essential, the solution that you are considering to invest in can smoothly integrate with multiple systems at Data Level, even better through an SOA kind of approach to avoid problems similar to the one in paragraph above. The integration aspect of the solution should ensure the data is updated and refreshed at a regular frequency and required reports are provided to those who seek with minimal effort.