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Management reports serve an important purpose. They’re critical tools in communicating and validating the work of the department.

Marketing reports can also be slow. That is, they focus on information from the past – last month, last quarter, even last year. But the industry changes a lot from year to year. Business today happens in real-time, and it’s essential that marketing reports are up-to-the-minute.

Marketers tend to use a lot of fuzzy vagaries such as impressions, opens and clicks when reporting their results. But you should focus more on data and analytics. Doing so will help you better measure how marketing drive sales — as well as speak the same language as the people reading your reports.

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