From Data Dumps to Decision-Driving Reports

Most campaign reports are tables of metrics with green and red arrows. They answer "what happened" but not "why" or "so what." Decision-makers need narrative, context, and recommendations — not just numbers.

The Three-Tier Reporting Framework

Tier 1: Executive Dashboard

Create an executive marketing report for [period]:

KEY METRICS:
[Paste your metrics — spend, leads, revenue, CAC, ROAS, etc.]

PREVIOUS PERIOD:
[Paste comparison metrics]

Draft an executive summary that:
1. Opens with the ONE most important headline (good or bad)
2. Provides 3-5 key metrics with context (vs. target, vs. previous period, vs. industry)
3. Explains WHY results are what they are (not just what they are)
4. Identifies 2-3 decisions that need to be made
5. Recommends specific actions with expected impact