Join us for our fifth Greenville HUG meeting of 2023 to learn how data-driven with the use of HubSpot reporting tools can help your business. You'll learn the basics of the reports builder, how the organization of data in HubSpot affects the reports you build, and some tips and tricks for determining the right report to fit your needs.

1. Reporting with
HubSpot
Greenville
HUG

2. Let's Connect
linkedin.com/in/egarciavaz
boundify.io/demand-gen-studio
EMILIO GARCIA
Managing Partner,
Boundify
Greenville
HUG

3. Let's Connect
linkedin.com/in/gabriela-garcia-
137b77246/
GABRIELA GARCIA
Demand Generation
Specialist, Boundify
Greenville
HUG

4. Table of Contents
● Introduction
● Fundamentals of a data driven Business
● Data literacy
● Unpacking CRMs and Object Data
● Creating Custom Reports in HubSpot
● Best Practices for Data Visualization

5. What is data-driven decision-making?
Data-driven decision-making means making decisions based
on information rather than intuition, assumptions, or
observation, alone.

6. Examples of data-driven
decision-making:
● Analyzing user behavior
● Identifying best-fit prospects
● Conducting user research or beta-testing
● Surveying support channels
● Monitoring industry trends

7. What is data literacy?
The ability to read, write, and communicate in data.
And its expanded to the ability to collect, manage, visualize and
apply your data.

8. Data Literacy
Collecting your data
You need a centralized system
that can easily connect, collect,
and consolidate your data so
that teams are empowered to
make decisions with the fullest
picture possible.

9. Data Literacy
Managing your data
Managing your data is about
learning how to organize and
clean it over time.

10. Data Literacy
Visualizing Your Data
Data visualization helps you
transform your raw data into a
digestible format and answer
questions like “did your
campaign receive the expected
amount of traffic?”

11. Data Literacy
Applying Your Data
This is where you develop a
cadence with your stakeholders
and team to continuously
communicate your progress in
achieving your business goals.

12. Unpacking CRMs
and Object Data
What is a CRM?
A database enables businesses to
manage relationships with
contacts and customers by
centralizing information.
CRMs tend to fall into a category
called object databases.

13. Objects represent
a specific type of
thing your business
has a process for
tracking.
What are Objects

14. What are custom objects?
Objects you define to store specific types of
data that
standard HubSpot objects don't represent
natively.
What is an event?
An event in HubSpot is any time a
significant touch point occurs
Unpacking CRMs and Object Data

15. ● A record is a
composed of fields
and contains all the
data about a
particular person,
company, or item in a
database.
● A field that stores
record information.
● A custom field you
create for data
that’s unique to your
business.
What is a
record?
What is a
property?
What is a custom
property?
Preparing Your
CRM for Reporting

17. Different properties in HubSpot
● Single line text property
● Number property
● Date picker property
● HubSpot user property
● Radio select property
● Multi-line text property
● Single checkbox property
● Calculation property

18. Creating Custom Reports

19. Your data must be
trustworthy
If you cannot trust your data, you
cannot trust the decisions you make
based on that data.
When you make decisions
based on pieces of your data story, you
lose the context and perspective on
what’s truly impacting your business'
your performance.
Before building your
custom reports

20. Your data must
be available.
Make sure that your teams has access
to the data they need and the
reporting they need to execute on
their role.
Before building your
custom reports

21. Your data must
be relevant.
Let’s face it, not all the data you
collect
is going to be a game-changer. But if
there’s a reason why you are collecting
data and the data you obtained can
serve that purpose, then you have
quality data.
Before building your
custom reports

22. Best Practices for creating a custom
report
● A research question
● X and Y axis
● Data sources

23. A good research question is essential
because it keeps you hyper focused
and helps guide the choices you
make in the builder. After all, when
you first enter the custom report
builder, you’ll see you have quite a
few options at your disposal.
The Role of the Research Question

25. What is an independent
variable?
An independent variable is a variable that
represents a quantity that
is being manipulated in an experiment.
X is often the variable used
to represent the independent variable in an
equation.
What is a dependent
variable?
A dependent variable represents a quantity
whose value depends
on how the independent variable is
manipulated.
Y is often the
variable used to represent the dependent
variable in an equation.
X and Y axis

26. What is a data source?
A grouping of data that reflects information HubSpot is
tracking for your business, such as on one of your
objects.
Some of these also include interaction data (often
called event data).

28. Data Sources
and Associations
In HubSpot, data sources can
relate to one another in many
Ways.
For example, a deal can be
associated with a contact, or a
company, or even both at a
given time.

29. When finding alternate paths,
the builder tries to choose the
path with the fewest number of
steps between each selected
associated data source to the
primary.
Creating Associations in the Builder

30. Best Practices for Data
Visualization

31. Graphs at a
Glance: Tables
One of the best ways to
compare multiple metrics across
a list of emails would be through
a table.
That way you could quickly
compare which emails had the
highest sends, opens, and clickthrough rates,
at a glance.

32. Bar and
column charts
Bar and column charts are graph
types that break down categorical
data by group and represent
these in amounts using bars of
different lengths.
Pro Tip: When creating
charts outside of
HubSpot, it may be
tempting to alter the
graph and zoom in on
data to reinforce your
point.

33. Whether it’s your first time using this product, or you’re looking to build up
your skills around it, we’ve got the best resources for you to get started.
Getting Started
Education: Help Articles:
● Product page: Enterprise CRM Suite
● Themes: The Path to Your Custom
Report
● Knowledge Article: Create custom reports
● Academy: Creating Behavioral Events in HubSpot
● Academy: The Ultimate Guide to Integrations and Why
Your Business Needs Them

34. Thank you