Know-How Exchange : E-Marketing

You should make it meet the needs of whoever you are reporting to. What do they want to know? Might be good to ask them.

Basics would be the cost of the program and what sort of results were found.

First, two thoughts; newspaper = an older demographic.
Social = younger. Do you have complete knowledge of which (or both) you are trying to communicate? Do you need both? etc.

Newspaper marketing is a longer campaign. First ad will not be noticed. Second, noticed. Third read and somewhat 'interested' Fourth, hopefully your call to action will be taken. The report backs here will be 6-8 weeks out from initial order

Social media (here it would help to know what market silo you are attempting to campaign) is much more immediate. In one silo, within hours...another silo a week, another a month.

More information would help, but this is what can be contributed at this point

Hi Economist 2010,

If i would have been in your chair. I would have been look out for such kind of report, apart from normal daily, weekly and monthly reports

1. ROI - Lead to Cash conversion of leads
2. Demographics of leads from both the versions
3. What is the standard behavior on both the channels
4. Response rate and reaction rate on both the channels
5. Viral effect - majorly on social media.

All such reports will help me with things like, deciding on which channel is good in terms of response, revenue generation, which one is better in reaching out the TG, which is giving better ROI.

Hope this will help..

Nishant Manchanda

Really, how often you report will depend on what you're reporting. For instance, Google AdWords changes minute-by-minute and you can change what you pay minute-by-minute to maximize your profits. I wouldn't send an AdWords report less often than daily.

If you're tracking your website traffic, I'd send that weekly and then also a monthly summary.

Newspapers? That's a much slower channel, but I'd still send weekly.

Think about what you're trying to achieve with these reports. Are you sending them as a way to maximize profit or conversion rates or just because someone wants to keep track but not necessarily act on them?

I use them as tools to adjust my marketing plans for various products and marketing channels so I like to get my reports more often. As cookmarketing mentions, the timing of the reports depends largely on what marketing channel activity the report reflects. And as Peter said, verify with whomever is receiving the reports how often they want to receive them.

If you're looking for some sort of industry-wide answer for reporting procedure, there just isn't one. Overall, I find that how often someone wants a report, or how often a report is necessary, depends entirely on the purpose of the report.

Good luck.