We Keep Finding Tracking Problems Before Advertising Problems
Before judging paid media performance, it is worth checking whether the tracking is actually capturing the customer journey properly.
Before judging paid media performance, it is worth checking whether the tracking is actually capturing the customer journey properly.
A creative idea that is average in one market can perform strongly in another, which makes cross-market testing more useful than assumptions.
Strong existing brand content can often travel into new markets before a business commissions a completely separate content programme.
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Reports Don’t Have to Be Built the Same Way Every Month Anymore
A lot of monthly reporting is still surprisingly manual.
Export the numbers. Move them into the template. Update the charts. Write the commentary. Then answer three questions that were not in the report anyway.
That is becoming much easier to change.
If the underlying data is clean, AI can help turn it into the regular report, write the first pass of the commentary and create a chart for a question that only occurred to somebody five minutes ago.
The useful bit is not making a longer report.
It is spending less time rebuilding the same document and more time asking what the numbers actually mean.
Reports are starting to feel less like documents and more like conversations with the data underneath them.
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