Visualization Guidelines For Marketing Reporting

Once the content of a reporting deliverable has been decided, enhance the meaning of the information through layout and graphical elements. Well-designed reports and dashboards transform data points into a story with points of emphasis and relevant comparisons. Poorly organized marketing reporting can hinder users’ adoption and comprehension of reporting deliverables.

When marketing dashboards and reports are built, a carefully considered approach to visualizing the information is crucial to ensure that the reporting audience understands and acts on it (see The Aligned Measurement Process Model). Strong visuals help users process what’s contained in the report, while poorly organized reports are destined to experience low adoption. In this report, we examine visualization guidelines and presentation technologies for developing effective marketing reporting deliverables.