Regardless of the digital analytics reporting that you create and report to, digital metrics need to be reported in a certain format to have that delivered to your key stakeholders.
Some users might prefer PDF files, excel sheet, word documents, cloud-based SaaS dashboard tools, Tableau, etc.
Every company has their own standard of reporting practice, and digital analytics reports would most likely need to comply with such reporting practice done by your company or clients.
Due to security issues, certain clients would want the reports to be published in their secured extranet environment in a web-based format.
Some clients would probably want to receive the digital marketing reports in a form of excel sheet, so their in-house analyst can process the data in their own method.
There are many challenges that need to be addressed from a digital analytics standpoint. Certain KPIs (key performance indicators) would require taking the conversion rate of how many people registered into the database per visitors.
In such case, it could be required to access database server (example: SQL server, Oracle, MySQL, etc.) to pull the data. If the web analytics software does not support third party database server connection, then manual intervention might be required to set up the metrics. Therefore, the typical dashboards provided in the web analytics software would not support such measures or reporting.
So pulling data from multiple sources and consolidating it into a centralized repository of reports would be a challenge of web analytics, unless there is a business intelligence group embraced within companies. It is definitely a challenge for clients who do not have the resources, infrastructure, and good document management.
However, the latest trend in Dashboard technology is to leverage reporting technology provided by companies like Datorama, Beckon, Sweetspot, Origami Logic, Tapclicks, etc.
I wrote a blog post that explains how these tools work, so check it out here: How to Measure Marketing Effectiveness from Various Systems
I’m taking notice that many big agencies are using these types of dashboard technology to build a consistent dashboard with proper agency branding within it. Also, it saves a tremendous amount of marketing analyst’s time as all you have to do is set up dashboard and metrics, and rest of it is automatically taken care of. Analysts then should focus on the storytelling and dig deeper into the data to provide insights.
Although it may sound like a huge challenge, the most important point is to get the actionable metrics to the key stakeholders. Regardless of those reporting challenges, having those KPI in the hands of the right people is the critical measure of success for your digital marketing analytics reporting practice.