As the year draws to a close, it's time to take on one of the most important tasks of marketing: reporting. A well-done annual report gives a clear picture of what marketing has produced during the year, which campaigns have been successful, where there is room for improvement and how to use the data to plan for the coming year.
Without marketing reporting, the company will easily continue in the same way as before, with no certainty as to whether the investments will actually pay off. A good annual report is not just a compilation of numbers, but a strategic tool that allows marketing to be developed in a long-term and goal-oriented manner. ✅
Marketing reporting clearly shows what the marketing measures for the whole year have achieved. It makes marketing transparent and measurable and helps justify investment. Without reporting, marketing is easy to rely on emotions and individual posts — the data tells you what really happened.
A good report also serves as a management tool: it tells you which measures supported sales, which channels brought the best results and where it is worth investing more next year.
Marketing reporting should start with the goals: what did you want to achieve? Popularity growth, leads, website traffic, sales, or all of these? Based on the objectives, the results can be evaluated honestly and transparently.
The annual marketing report must contain the KPIs that match the company's objectives.
These can include, for example:
When this information is presented clearly, marketing reporting gives an overall picture of how the channels work.
Marketing reporting opens up why some campaigns were particularly successful and which, in turn, fell short of their goals. At the same time, it is possible to look at what resources were spent on campaigns and what was learned from them. What is essential is that these lessons are transferred as part of the planning for the coming year, so that marketing evolves and results improve year by year. Good campaign analysis saves money and improves returns for future campaigns.
If the company also has data from previous years, it is definitely worth investigating! You can find out, for example, the following:
By looking at trends, we provide a concrete basis for budget and resourcing.
Marketing reporting is not just about recording history, but above all understanding what we learn from the measures. The most important part of the report is the conclusions: what marketing measures should be continued, what would be good to change and where to invest more in the coming year. At the same time, the report reveals where the budget can be saved without suffering results, and what kind of new targets to set for the next year. A good annual report therefore serves as a support for decision-making and gives direction to the development of marketing right from the beginning of the year. This section makes the report a genuine decision-making tool.
Marketing reporting should be presented clearly: with graphs, graphs, and visual takeaways. A well-visualized report is significantly more effective than a long wall of text, and helps stakeholders quickly understand the whole. 🖌️
If you feel like marketing needs more fire support next year — more clarity, more planning, or just a reliable partner to get the job done — we're here! 💜
Wannado helps at any point: annual reporting, planning, content, campaigns and everything in between.
👉 Contact us and together we will make next year clear, controlled and effective in terms of marketing!
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