如何构建和分析营销报告[示例和模板]

作为营销人员，我们每天都代表我们公司做出重要决定。bob全站app

我们在做出这些决策时会使用最佳判断力，并且在可能的情况下我们还可以编织数据和指标。

你可能已经tracking marketing metricssuch as traffic, leads, and customers — these are all critical parts of the bigger picture of your marketing funnel andflywheel。但是他们还不足以告知影响您整个组织的更广泛的营销决策。

这是营销报告发挥作用的地方。本指南将帮助您进一步探索您可以运行的营销报告，以正确分析数据并做出真正明智的决定。

营销报告因您要查看的数据以及每个报告的目的而异。他们可以评估您的位置交通和线索他们来自哪些内容，与他们互动的内容，何时转换，以及他们成为客户花费了多长时间。

参加我们免费的20分钟HubSpot Academy营销报告课程，以衡量成功并优化您的努力。

To reiterate:营销reports inform decisions。

You wouldn’t run a marketing report to review data performance or check on an ongoing goal — for these purposes, you’d glance at yourmarketing dashboards。

Look at it this way. Compiling a marketing report for knowledge’s sake is synonymous with scheduling a meeting to simply review a project. Who likes to attend a 30-minute meeting to simply review what could've been shared via email? Not me.

The same goes for marketing reporting. Reports should help you make a decision or come to an important conclusion — similar to how a meeting would help your team deliberate about a project or decide between project resources.

In short, marketing reporting is a highly valuable process if used and crafted properly. In the next section, we’ll dive into how to build a marketing report.

如何创建营销报告

As we said above, there are plenty of different营销报告您可以运行;我们将在下一节中审查一些示例。因此，本节将不关注您的营销报告中要投入哪些特定数据 - 这取决于您决定运行的类型。

（请记住，如果您建立营销仪表板，该过程有所不同）

We’re going to discuss how to build marketing reports that inform your decisions and benefit your audience, whether that’s your team, CEO, or customers.

特色工具：营销报告模板[Download for Free]

您的大多数营销报告都包含一些相同的元素：

• Title:您的营销报告分析是什么？无论您是开展有关广告系列绩效，季度博客表现还是每月潜在客户的报告，请务必标记您的报告，以便明确意图。如果您要与营销以外的人分享报告，这一点尤其重要。
• 报告period:您的营销报告应反映一定时间段。这个时期可以是几天，几个月甚至几年。分析您的数据在一个时期内可以将性能与过去的阶段进行比较。
• Summary:Your report summary should reflect the key points of your report, including your wins, losses, and goals for the next reporting period. It’s basically theTL;DRof your report.

接下来，让我们研究报告的细节。宝贵，有见地的营销报告认识到两个不同的组成部分：目的和受众。

What's the purpose of your marketing report?

营销报告应帮助您做出决定。选择营销报告的内容（即要分析的数据）很简单；但是，是howyou’re going to use this data to make a decision or draw a conclusion that’s more difficult.

确实有两个原因：

1. 营销报告经常不做简单地审查数据，这是浪费时间。
2. 数据点可用于得出多个结论或做出多个决策，因此您应该知道precisely您将如何使用数据前你画它。

You should determine the goal of your marketing report before you pull any data. Once you make this impending decision, list all the data that might be relevant. From there, you’ll have a much better idea of what reports to run and how to use said data.

谁是您的营销报告的受众？

营销reports are highly valuable because they can inform so many different decisions — decisions made by a wide variety of people across your organization. Whether you’re delivering a marketing report to your team lead, department manager, or CEO, your marketing report must be tailored to whoever may be reading and using it.

这里有几种方法：

• Ask your audience what they need.如果您知道受众需要做出的决定，您将知道需要进行哪些数据进行分析。知道这也将帮助您避免运行听众不在乎的报告。
• 用他们的语言说话。营销involves a lot of首字母缩写和行话。While your team members understand what you’re saying, your executive team and co-workers outside Marketing may not be so fluent. Consider your audience when writing your marketing report and be sure to choose words and descriptions that they’ll understand.

• Don’t mix audiences.如果您要为混合受众创建营销报告，最好为单独的受众创建单独的报告。例如，您不会创建相同的报告来给您的首席执行官和营销co-workers; you’d likely break this into two reports with different data and verbiage. This will allow your audience to be able to focus on the data and analysis that’s most relevant to them.

营销reporting can take up a lot of your time (and waste some, too). Here are some best practices to help you work smarter, not harder.

1.安排您的营销报告。

Whether you create a recurring reminder on your calendar or set your reports to automatically run, schedule your marketing reports ahead of time. This will take the guesswork out of when to run your reports and when to send them to the relevant audiences.

每天，每周或每月报告每日报告，并通过HubSpot Marketing Hub报告附加组件直接将其发送给团队的收件箱。

2. Collect feedback from your audience.

As you send out your marketing reports, ask for feedback from your audience. Whether you ask an open-ended question like, “How did this report help you?” or provide a shortGoogle表格，从使用您的报告的人那里收集反馈可以帮助您将来改进它们。

3.创建营销报告模板。

如果你的营销报告每次将其发送出来时，都会以相同的方式设计，请考虑将其转换为模板。这将节省您的时间和能源构建每个模板，并提供可靠的，可预测的报告设计供观众阅读。

通过这些免费的每月营销报告模板，使您的每月报告更快，更容易。

4. Put your most valuable data first.

Long marketing reports are fine as long as all the data you include is valuable and helpful for whatever decision you or your team need to make. However, you should place the most impactful data first so that your audience can stop reading once they’ve made up their minds. Nobody wants to read an entire report to only utilize the final page.

5.尽可能地可视化数据。

Did you know that humans process visual data更快60,000倍than written data? Illustrated data (e.g. graphs and charts) are also more believable, according to康奈尔大学的这项研究。

When possible, include visual data in your marketing reports. Not only does this help your reports pack a greater punch with your coworkers and executives, but it trims down the time and effort needed to digest your data. To do this, include charts from Excel or screenshots from your reporting tools (like集线器营销中心）。您也可以使用heat mapsif you’re reporting on website performance.

营销报告示例

有hundredsof reports that you can run to dig into your marketing efforts. At this point, however, you’re likely asking, “Where should I start?" and "What are those basic marketing reports I can run to get more comfortable with all the data I’ve been tracking?”.

Well, we’ve pulled together these five marketing reporting examples for you to use to get started.

Note that you will need some type ofmarketing software (like HubSpot Marketing Hub)to do this. You should also make sure your software allows you to export the data from your software and manipulate it in Excel using pivot tables and other functions.

Learn how to create an Excel graph, make pivot tables, and use VLOOKUPS and IF functions with this free guide and video.

由于我们将HubSpot用于报告需求，因此我将向您展示如何使用Marketing Hub工具来编译这些报告。（以下数据仅是示例数据，不代表实际的HubSpot营销数据。）

1. Multi-Touch Revenue Marketing Report

As a marketer, you’re a big part of your company’s growth. But unless you can directly tie your impact to revenue, you’ll be forever underappreciated and under-resourced. Withmulti-touch revenue attribution，您将收入的收入与每次营销互动联系在一起 - 从第一页的视图到最终的培养电子邮件。

这样，营销人员就得到了应有的信誉，营销高管使更智能的投资植根于业务价值而不是虚荣心指标。作为奖励，多点触摸收入归因可以帮助您stay aligned with your sales team。

HubSpot客户可以快速创建多点触摸归因报告；HubSpot的归因工具是为真实的人而不是数据科学家建造的。（它还自动将每个客户的互动连接到收入。）导航到您的仪表板，然后单击Add Report>Attribution Report。从一组预先烘焙的最佳实践模板中选择，或创建自己的自定义报告。

Note: Enterprise HubSpot customers can do this in their software if they have their Salesforce integration set up with帐户同步turned on.

How to Analyze Revenue Reporting

要分析收入报告，请弄清楚什么是有效的，并加倍努力。查看来自不同渠道的收入结果，看看您在哪里取得了最大的成功。使用此信息来决定要投资于前进的营销工作。例如，如果您注意到您的Facebook广告系列驱动了大量收入，请运行更多的Facebook广告系列！

多点触摸归因报告应运行每月了解营销渠道的更广泛的业务影响。虽然收入很重要，但您还应该研究其他一些指标以进行更完整的情况。

2.特定渠道的交通营销报告

理解你的流量来自哪里will help you make strategic decisions as you invest in different marketing channels. If you see strong performance from one particular source, you may want to invest more resources in it.

另一方面，您实际上可能想投资一些较弱的频道，以使它们与其他一些渠道相同。无论您决定如何，源数据都会帮助您弄清楚这一点。

HubSpot客户可以使用Traffic Analytics report(under报告>Analytics tools在您的导航中）按来源分解流量。

是否想更深入地了解您的交通模式？通过地理分解您的流量。（例如：哪些来源带来您最多的流量，in巴西？）您还可以检查网站的子集（例如您的博客与产品页面）。

How to Analyze Channel-Specific Traffic

看看哪些频道表现良好。根据您的目标，这可能意味着查看访问者的数据或专注于访问对象和铅转换率。以下是考虑您数据的几种不同方法：

• If you get a lot of traffic from a certain channel, but the channel is not necessarily helping your visitors move down the funnel, it may mean that you should invest more in other channels or optimize that underperforming channel for conversion.
• 考虑一下如何在最强大的渠道中投资资源。bob体育苹果系统下载安装您是否开展了一项帮助该频道表现良好的广告系列？您是否创建了一块内容来启动它？考虑如何复制过去的成功。
• 如果您尚未在特定频道上工作，那可能是测试它的好时机。考虑一下如何将多个渠道纳入同一广告系列。

提取此数据weekly您将允许您了解频道的表现。如果频道变得更糟，您将有足够的时间在失控或浪费资源之前纠正这种情况。bob体育苹果系统下载安装

拉the report daily may be a bit overboard since some channels take multiple days to be effective and pulling it monthly would prevent you from responding with agility — so, weekly data is ideal.

3.转换营销报告的博客文章

博客已成为营销商的最好朋友。公司博客的频率与产生的潜在客户数量之间存在直接关联（不仅仅是他们驾驶的流量量）。bob全站app因此，至关重要的是，您必须监视博客如何帮助您发展该关键指标的能力。

报告on your blog leads is a quick way to see how many leads you're generating on a daily, weekly, or monthly basis — and by what channel. This report is a great way to understand what channels are strongest for your blog, where you should spend more promotion time, and how well your content is performing over time.

If you're using HubSpot, creating a博客leads reportis easy. Navigate toAdd Report从您的任何仪表板中，然后选择Top blog posts by contact conversion。该报告显示了联系人最常看到的帖子immediately before在您的网站上填写表格。

How to Analyze Blog Posts by Conversion

看看您随着时间的推移从博客中产生的线索。如果您在铅中看到尖峰，那么您就会知道挖掘您的内容，以查看某些主题在产生潜在客户方面是否比其他主题更成功。您可以运行这些报告来弄清楚什么有效和无效的方法，营销和博客就会越好。

This type of data should be pulled on a每月依据确保您随着时间的推移编写最相关的内容。

4.通过角色营销报告的新联系人

Every marketer needs to be well-versed in their买方角色— but you need to do more than just understand them. It's important to track how many new contacts you're actually adding to your database based on each persona.

这将帮助您确定购买者角色的准确性以及您的营销在目标和实现目标方面的成功程度。

To report on this in HubSpot, plot your contacts byCreate date, which will show the date on which you added a new contact to your database. Then, break down your report by persona.

How to Analyze New Contacts by Persona

您是否围绕一个特定主题进行营销活动？您是否专注于通过特定渠道推广内容？您做了什么导致角色获取的增加或减少？挖掘本报告可以帮助您更明智地分配资源，以发展业务的不同部分。bob体育苹果系统下载安装

拉this report on a每月basis can give you insight into how your campaigns affect new contacts by persona — and might even shed light on an imbalance in resources dedicated to certain personas.

5.生命周期阶段渠道营销报告

细分您的联系数据库的另一种方法是查看它们的出现方式生命周期阶段。This will give you a sense of how many leads, subscribers, customers, and opportunities you have in your database in a certain time period.

这些数据将帮助您了解您是否需要生成更多的潜在客户，或者应该更专注于关闭当前的潜在客户。它还将使您对联系数据库的质量有一般的了解。

作为HubSpot客户，通过单击来创建漏斗报告Add Report从任何仪表板中，然后选择funnels类别。选择您要包含的阶段，选择可视化，然后运行。

如何分析生命周期阶段漏斗

该报告将为您概述您的潜在客户如何通过购买过程发展。使用此报告查看您需要解决哪些领域以提高效率。

例如，如果您的报告表明您在生成潜在客户方面做得很好，但没有将任何转换为​​MQL，请更新和优化您的培养程序。拉每月漏斗报告可以帮助您保持效率营销过程

Create Your Marketing Report Today

营销报告是您营销工作的重要组成部分和业务的增长。通过了解营销的效率和有效性，您可以更好地分配时间，资源和金钱，并做出明智的决策来启动。bob体育苹果系统下载安装

从这些营销报告示例开始，并在您开始使用更多数据时扩展报告。

编者注：该帖子最初于2014年4月发表，并已更新以进行全面性。