Obviously, that the using of Internet technologies in marketing processes implies taking important steps to monitor the effectiveness of all this network activity.

The streams of information on sales, which circulate continuously and in large quantities, lead to the fact that specialists are forced to systemize it for further analysis.

The result of this systematization is the creation of some record`s form or marketing report.

And in such cases one of the most important business management tools – dashboards (DB) comes to their aid. There are several of the most popular types of DBs which organizations require, depending on their context.

Let`s remember tables of popular Internet resources Excel and Google, Google Analytics, ETL, Power BI and Tableau – all of them allow organizations to focus on processing the most important data in activities related to real and potential customers.

Further, the reader is provided with practical options of different records.


  • Records in marketing – what is it?
  • Breakdown of reports by time intervals plus patterns
  • Patterns of the results of the year – AMR
  • Patterns of the results of the month – MMR
  • Patterns of the results of the week – WMR
  • Patterns of the results of the day – DMR
  • Resume

Records in marketing – what is it?

In the modern world, no activity is possible without planning. Organizations always plan to achieve certain indicators, including in marketing activities.

But how can you assess the results of such activities? The answer is simple – it is necessary to analyze special internal records in one or another form, which reflect the degree of fulfillment of the established indicators.

And in this case, we are talking about the performance indicators of various processes related to marketing.

For outputs of marketing processes, the degree of their information content and visualization is very important.

Before creating any records you should know very clear the next:

  • what is the purpose of collecting information for the records
  • who is the consumer of the records
  • what is the access level to the records
  • what tools for processing and visualization the records can be used optimally (panels, diagrams, tables, etc.)
  • what information is needed to be include to the records
  • required time interval which is analyzing

Breakdown of reports by time intervals plus patterns

Let’s ask ourselves the question: When will marketing records (MR) bring the most business value to any organization? And we receive the next answer:  Obviously, if they are compiled regularly.

The frequency of the MR compilation can be different, it depends on the purpose of the MR. But basically, the time periods analyzed are universal, because it is very convenient and habitually to process information for a year, month, quarter, week, day.

Sometimes the coverage of analyzed time may be different depending on the needs of the analysis. Accordingly, the tools used for MR may also be different.

Patterns of the results of the year – AMR

If you carefully study the analyzed records of any organization, you can make sure that records on the results of the year’s activities will be present everywhere.

And in this case marketing activities are no exception. Why? The answer is clear. Because AMR (annual marketing reports), in fact, are the main document of any business activity.

The analyzed indicators in AMR can be different; the tools for analysis can also be different, for example tables, DB etc. However, a prerequisite is the completeness and truthfulness of the information processed.

Those who are interested in seeing a variant of AMR which was composed based on the results of the year can further familiarize themselves with one of the patterns of such AMR.

Patterns of the results of the month – MMR

As mentioned earlier AMR is a key document that allows you to build a further strategy for an organization based on an analysis of the results of previous activities.

However, GMO is informative only when it includes information obtained from the results of activities for a shorter period of time, for example, for each month of the reporting year.

Answering the question: “Why is it so necessary to analyze information for each month?”, we explain that the monthly marketing activity records (MMR) allows you to assess the stability of certain indicators achieved over a shorter period of time, for example, for a week. And, as usual, the following is an MMR pattern that uses the OWOX BI DB, focusing on key metrics like (ROI, CRR, revenue, etc.).

Patterns of the results of the week – WMR

You know that every report has its own consumer. And exactly consumer determines the frequency of needed information analysis.

Consequently WMR is essential for a leader who makes decisions based on information about marketing activities collected over a week.

Of course, you can develop your own report form, but the WMR in the form of the corresponding DB will looks much more informative and presentable.

And you can estimate by yourself how it will looks in reality by watching at the WMR pattern below.

Patterns of the results of the day – DMR

To make tactical decisions, marketing specialists need a Daily Marketing Activity Report (DMR). Each specialist is responsible for a specific task, which means that he must not only quickly monitor its implementation, but also make corrective decisions often online.

And, of course, in this situation, all the same OWOX BI tools will help you, and you can appreciate the convenience of the DMR pattern right now.


Of course, no amount of reports, even digital ones, will be able to eliminate emerging problems in marketing activities. However, their task is to help systematize decision-making at various levels of management. And the use of OWOX BI tools will further simplify and optimize this task.

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