Lesson 3 of 3•AI for Campaign Planning & Analytics0 of 3 complete (0%)
15 min read
Performance Reporting That Drives Decisions
What you'll learn
- 1Build performance reports that tell a story beyond raw numbers
- 2Use AI to identify actionable insights from campaign data
- 3Create reporting templates that serve different stakeholder needs
From Data Dumps to Decision-Driving Reports
Most campaign reports are tables of metrics with green and red arrows. They answer "what happened" but not "why" or "so what." Decision-makers need narrative, context, and recommendations — not just numbers.
The Three-Tier Reporting Framework
Tier 1: Executive Dashboard
Create an executive marketing report for [period]:
KEY METRICS:
[Paste your metrics — spend, leads, revenue, CAC, ROAS, etc.]
PREVIOUS PERIOD:
[Paste comparison metrics]
Draft an executive summary that:
1. Opens with the ONE most important headline (good or bad)
2. Provides 3-5 key metrics with context (vs. target, vs. previous period, vs. industry)
3. Explains WHY results are what they are (not just what they are)
4. Identifies 2-3 decisions that need to be made
5. Recommends specific actions with expected impactUnlock this lesson
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What you'll learn:
- Build performance reports that tell a story beyond raw numbers
- Use AI to identify actionable insights from campaign data
- Create reporting templates that serve different stakeholder needs