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Why White Label Digital Marketing Reports?

Published December 31, 2014
Your boss is asking for metrics on the latest campaign.
A client needs monthly reporting on website performance.
Nearly every day someone needs data about something and they’re looking at you to have the answers.
 
How do you handle reporting requests like these? One (cumbersome) way is to cut and paste from tools like Google Analytics and then format a report as best you can in Word or Excel. Or, you can simplify your reporting by using a tool like Megalytic to produce professional, white label reports that are branded with your company logo.
 
Whether you are a data analytics guru, or an agency marketing manager, reporting is an important part of your job. It’s how you communicate with your audience. White labeling your reports elevates the quality of your communication. It tells your audience the report contains important, information that you have prepared and carefully-assembled specially for them.
This post describes how to use Megalytic’s white labeling features to professionalize reporting.

white labeled report

 

Use a Logo – Branding Adds Credibility

Adding your logo lends credibility and professionalism to your reports. It indicates your company or department has put time and attention into the results and stands behind the data and any recommendations that may be contained in the report. You may think of your logo as an official seal of approval on the report!

Logos are particularly important for reports that you send out regularly – like a monthly update to a client or boss. The logo reminds the reader that the report contains the important information that they requested in order to manage specific business objectives.

With Megalytic, there are a couple of ways to add logos to a report.

  • Default (or company) logo
  • Per-report logo

When you set a company logo, it becomes the default logo for all your reports. If an individual report requires a different logo, you can override the default using a per-report logo.

Either way, the logo appears on the cover page (if you have one) and on the fixed header at the top of the HTML version of your report. This document provides more detail on where the logo appears in Megalytic reports.

If you need to use multiple logos on different kinds of reports, Megalytic provides a logo library feature that keeps the logos organized and enables you to select the necessary logo with a single click.

 

Choose a Logo from the Megalytic library

 

The branding provided by a logo reminds the reader that the report has been specifically prepared for them, by you, and that the charts and tables have been specifically selected to convey important information. It reminds the reader of the value you have added as an in-house analyst or agency.

This video shows how the logo in the header of an HTML report enhances the quality and professionalism of the report.

 

Video Example
Header with Logo in a Megalytic HTML Report



[youtube id=ntQXVrA8LS4]

 

Add a Cover Page

Along with the logo, adding a cover page improves the aesthetic appeal of the report but that’s not its only value. A cover page also serves as a valuable introduction to what follows, summarizing the key insights contained within the report.

You should include a cover page, because it provides the reader with important context to help them interpret the data contained in the report. Without a cover page, the reader is forced to dive right into charts and tables of numbers. Not only can this be confusing, but it forces the reader sort everything out for themselves. The goal of your cover page should be to summarize the meaning of the data in the report and provide a roadmap for interpreting that data in the context of their business.

 

A Cover Page Created with Megalytic

 

This cover page, for example, not only looks professional, it provides important summary information that helps the reader to understand the rest of the report. A good cover page summary does not simply highlight top-level statistics, but provides explanations about what these numbers mean and context to help interpret them.

In this cover page, you learn numbers and the facts that go with them, such as:

  • Online Reservations increased 59%. One reason for the big increase is the promotional efforts underway with hotels.com.
  • California is the region producing the most reservations. The increase is attributable to work with local travel agents.
  • Google search has become the largest source of traffic. This is good because it means people are aware of the brand and are searching for it.
  • The results from social media traffic are disappointing because these visitors are not making many reservations.
  • Mobile traffic is increasing and presents a challenge as the website design needs to be updated to provide a better reservation process on mobile devices.

Megalytic makes it easy to add cover pages to your reports, as described in this support document. You can use Megalytic’s cover page editor to create your own cover page design, or you can upload your own image file (perhaps created in Photoshop) and use that as the cover page.

An example of a cover page created from an image is shown below.

 

Example Megalytic Cover Page Created from an Image

 

White Label Email Address

For some organizations, it is important reports are emailed out from a company-branded email address, rather than appearing to be an email from a third-party tool.

Megalytic supports white label email addresses through a simple form on the Manage page of your account.

 

Megalytic's White Label Email Feature

 

There is some domain setup that needs to be completed in order for Megalytic to send out emails on your behalf. Detailed instructions are provided in the support document: White Label Email.

Annotate Your Report with Custom Text

One goal of white label reporting is to show your audience you have taken the time to prepare a report specifically for them, and not simply handed over a stock document that contains generic statistics.

You readers want to see that their report contains specific data that applies to their specific situation. One of the best ways to show that is to annotate your report with custom text.

In the example below, the chart shows the number of trial accounts generated each month. This data is personalized by adding a small amount of text beneath the chart to describe the trend and how the company expects growth to play out in the months ahead.

 

Annotation with a Megalytic Notes Widget to Provide Text

 

Megalytic provides an easy-to-use Notes widget that enables you to add these kinds of annotations throughout your reports.

Customized Charts and Tables

Perhaps the most important aspect of producing professional reports is including charts and tables customized to the needs of your audience.

For example, you need to create charts like the one above that shows the trend in monthly “Trial Accounts” because that is what your reader cares about. He or she is probably not interested in a generic chart showing the growth in all Goal Conversions tracked by Google Analytics. They probably want the chart title to reflect the name of the metric being tracked – as shown here “Monthly New Trials,” rather than something generic like “Goal Completions.” The same is true for the axis labeling.

When you cut and paste from a tool like Google Analytics, you cannot control the labels used for series and axis names. Megalytic, on the other hand, enables you to customize almost every aspect of the charts and tables generated. This flexibility enables you to produce charts and tables that provide data using the same language your audience uses.

Conclusion

White label features are not just about making reports look good. They enable you to provide data in a format that is most relevant to your audience. When your audience is more comfortable reading your report, they are more likely to understand the data being presented and to appreciate the value of your work.

ALSO IN THIS BLOG

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
Digital marketers spend a lot of time focused on PPC and SEO campaigns in order to drive desirable traffic to a website. The phrases we’re ranking for and bidding on get meticulous attention, so much so that we often forget about some of the other ways that visitors find us.

We put a tremendous amount of the effort we put into reviewing organic search data and PPC campaign performance in analytics. But how closely do we monitor referral reports?

If that’s not a channel you review regularly, you may be missing out on seeing traffic that is coming directly from links you’ve obtained around the web, local business listings, news mentions, and more. Many times, links are only considered as a means to an end, a metric that Google uses in determining how to rank sites in the SERPs (search engine results pages). But the fact is, many of a site’s links may be directly contributing to its traffic.

In this article, we’ll review how to look at referral reports in Google Analytics, and some of the many ways to use that data to better inform your web marketing decisions.

 

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?

The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.

Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.