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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.
28 articles
Content 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, 2026Predictive 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, 2026
Manage Google Ads Smarter With AI.
SEO 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, 2026Multi-Touch Attribution: The Model That Breaks Where the Data Stops
A multi-touch attribution model credits only the touches it can identify. Four kinds of touchpoint never reach it, and the channel that loses their credit is the one that gets cut.
Martin H.ReportingOct 25, 2026Marketing Mix Modeling: What It Costs Before It Tells You Anything
Your channel lost the budget because nobody could prove what it did. The tool for it is marketing mix modeling, and the published requirement is a length of time, not the ratio that decides. Would yours survive the division?
Martin H.ReportingOct 25, 2026
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