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CREATING
EFFECTIVE
REPORTS
USING DATA, FOCUS AND CLARITY TO
MAKE A DIFFERENCE FOR YOUR BUSINESS
WHY REPORTS?
Bad reasons:
• To look busy/it’s my job
• Because it’s what you do with
data
• Because you can
The good reason:
• To answer a business question
STEP 1: YOUR AUDIENCE
What do they need?
What do they know?
What do they need to know?
BEWARE HIPPOS
NO, THESE HIPPOS
• Think they have the
best answer
(sometimes, that’s true)
• Can stifle insight (no
one wants to give bad
news)
• Often pay for your
services
• In the absence of smart
data, their opinion
becomes reality
STEP 2: FIND YOUR MESSAGE
Start by asking the right question:
Are we reaching enough users?
Are we reaching the right kinds of
users?
Are users behaving in the way we
want?
Buying things
Talking with us
TELL THE AUDIENCE SPECIFICS
Why to care
• What the business problem is
• What the data CAN tell you
What the issues are
• What the data DO tell you
• What it means in the context of the problem
Possible solutions to fix the issues
TO GET ATTENTION
Keep focus on issues of interest
to the audience
• Doing X is useful because
• If X happens, Y typically
follows
• One way to meet the goal of X
is to…
TO KEEP ATTENTION
Don’t overwrite
• Avoid repetition
• Avoid modifiers
• Use subject-verb-object sentences
• Use the simplest words
• Eliminate the obvious
TO BE INVALUABLE
Show benefits
• Short-term if possible
• Long-term clearly
Speak their language
• Terminology
• Specific business goals
Be Proactive

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Creating effective reports

  • 1. CREATING EFFECTIVE REPORTS USING DATA, FOCUS AND CLARITY TO MAKE A DIFFERENCE FOR YOUR BUSINESS
  • 2. WHY REPORTS? Bad reasons: • To look busy/it’s my job • Because it’s what you do with data • Because you can The good reason: • To answer a business question
  • 3. STEP 1: YOUR AUDIENCE What do they need? What do they know? What do they need to know?
  • 5. NO, THESE HIPPOS • Think they have the best answer (sometimes, that’s true) • Can stifle insight (no one wants to give bad news) • Often pay for your services • In the absence of smart data, their opinion becomes reality
  • 6. STEP 2: FIND YOUR MESSAGE Start by asking the right question: Are we reaching enough users? Are we reaching the right kinds of users? Are users behaving in the way we want? Buying things Talking with us
  • 7. TELL THE AUDIENCE SPECIFICS Why to care • What the business problem is • What the data CAN tell you What the issues are • What the data DO tell you • What it means in the context of the problem Possible solutions to fix the issues
  • 8. TO GET ATTENTION Keep focus on issues of interest to the audience • Doing X is useful because • If X happens, Y typically follows • One way to meet the goal of X is to…
  • 9. TO KEEP ATTENTION Don’t overwrite • Avoid repetition • Avoid modifiers • Use subject-verb-object sentences • Use the simplest words • Eliminate the obvious
  • 10. TO BE INVALUABLE Show benefits • Short-term if possible • Long-term clearly Speak their language • Terminology • Specific business goals Be Proactive