What are the most effective web analytics reports for executive stakeholders?

2 Dashboard and Scorecard

The second step to creating effective web analytics reports for executive stakeholders is to design a dashboard and a scorecard. A dashboard is a visual display of your most important web analytics data, such as charts, graphs, tables, or maps. A scorecard is a summary of your web analytics data, such as numbers, percentages, or trends. A dashboard and a scorecard can help you communicate your web analytics data in a concise and accessible way, and highlight the key takeaways and action items for your executive stakeholders.

3 Segmentation and Comparison

The third step to creating effective web analytics reports for executive stakeholders is to apply segmentation and comparison. Segmentation is the process of dividing your web analytics data into smaller groups based on common characteristics, such as demographics, behavior, location, or device. Comparison is the process of contrasting your web analytics data with other data sets, such as benchmarks, competitors, or historical data. Segmentation and comparison can help you uncover patterns, opportunities, and challenges in your web analytics data, and provide context and relevance for your executive stakeholders.

4 Attribution and ROI

The fourth step to creating effective web analytics reports for executive stakeholders is to include attribution and ROI. Attribution is the process of assigning credit to the different channels and touchpoints that influence your website visitors and customers, such as organic search, paid ads, social media, or email. ROI is the process of calculating the return on investment of your website and marketing efforts, such as the ratio of revenue to cost, or the profit per visitor. Attribution and ROI can help you demonstrate the value and impact of your website and marketing campaigns, and optimize your budget and resources.

5 Recommendations and Next Steps

The fifth step to creating effective web analytics reports for executive stakeholders is to provide recommendations and next steps. Recommendations are the specific actions you suggest to improve your website performance, based on your web analytics data and insights. Next steps are the concrete steps you plan to take to implement your recommendations, such as testing, optimization, or experimentation. Recommendations and next steps can help you translate your web analytics data into actionable strategies and tactics, and show your executive stakeholders how you will achieve your goals and KPIs.