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It is amazing; the horrible job many digital marketers do when reporting their work to clients. This includes both internal and external clients. Just think about how many marketing presentations and reports you’ve seen that simply contain screenshots from Google Analytics, Adobe Analytics, Adwords, Google Console, or reports from a backend ecommerce system. This isn’t the way to influence people with your data.
The biggest issue is that most marketers are not analytics people. Many marketers do not know how to collect all of the necessary data or how to leverage that data, and to a lesser degree, know how to present it in a meaningful way. Typically, this is the job of a data analyst. The same way purchasing a pound of nails, a hammer and a saw doesn’t make you a carpenter, gaining access to your analytics reporting tool does not make you a data analyst. This is why many reports contain those convoluted screenshots, and present data out of context, contributing little to no meaning.
Data out of context
Many reports merely report the facts (the data) with a number and no context. Data out of context is just data. For example, simply making a statement that Adwords generated 5,000 sessions to a website last month is meaningless without context. The number 5000 is neither a good nor a bad data point without a reference point or a cost factor. It’s not until you add in other factors (open the box) that you can demonstrate whether
Read more here: https://marketingland.com/how-to-make-your-data-sing-282072