Simplify data analysis.
Marketing pros want other business leaders in their company to see how marketing is effective and where the company needs more resources to be effective.
Too often, really good marketing pros send a BEAUTIFUL dashboard of charts and graphs to other business leaders with the expectation that they'll understand what's in front of them.
However, that's hardly ever the case.
Company leaders are running a mile a second and being pulled left and right constantly. Plus, most of them don't live in our marketing world so the data doesn't make sense to them.
My simple solution: 🔴 🟡 🟢
I think one of the easiest ways to communicate marketing data to leadership is simply using red, yellow, and green. I typically build an Excel spreadsheet with some marketing metrics or KPIs that I want to communicate to leadership, and then I color code them based off of how well we're doing towards a goal.
So if we're behind the goal, it's a red color. If we are within a normal range, it will be yellow, and then if we're surpassing that goal, it will be green. But for a leader who may not really understand marketing data, looking at that color coded spreadsheet gives them a very clear, quick understanding of how marketing is doing towards our goals and where we need some additional resources or maybe we need to tap the breaks on some initiatives.
So being able to use that type of visual is a huge help in communicating marketing data.