Master Marketing Reporting with Vone

At BeBold, we believe marketing automation is an art and a science. In this interview, we sit down with our Marketing Automation Specialist and Technical Lead, Vone. He unpacks the complexities of marketing reporting and shares his perspectives on best practices, challenges, and the future of this evolving field. So, let’s dive in! 

First things first, how does marketing reporting fit into your daily routine, and why is it so important?  

My job involves gathering critical data, funneling it directly into marketing automation tools, and automatically setting up “agents” to send out scheduled reports. What’s important here is that our clients decide what metrics they are keen on tracking and how they visualize success. It’s not just about the collection but also scheduling and automating the distribution of these reports.   

The essence of marketing automation lies in its ability to make marketing efforts more efficient and targeted. Reporting plays a pivotal role here, offering us a clear view of our team and tools’ performance. It’s like a mirror showing us the results of our campaigns and guiding us to optimize our strategies and tools. Essentially, good reporting turns raw data into actionable insights.  

Are you curious about what else I do? Check out my other interview, which gives you a glimpse behind the scenes of my job.   

Are there any specific tools or software that come to mind for marketing reporting?  

Yes, the tools we use are critical to our success. Oracle OBIEE is a mainstay due to its integration with Eloqua and robust reporting capabilities. 

Looker Studio is another favorite for its ease of use and extensive integration possibilities.  

And, of course, PowerBI, for its all-around strength in reporting and integration capabilities.  

These tools help us gather data and present it in a way that is informative and accessible.  

What best practices can you share for effective reporting in marketing automation?  

As I said earlier, it’s crucial to understand what the client wants to see to achieve effective marketing reporting. Determining the KPIs based on client needs is fundamental. Then, being adept with your reporting tools and able to gather and filter data from various sources for relevance are essential. It’s a cycle of iterating what’s working well and optimizing. We must also learn from less successful elements to continuously enhance the entire process.  

And what advice would you give those looking to enhance their marketing automation and reporting skills?  

My advice would be to view marketing automation as not just a tool but a rich data source. It’s essential to go beyond reporting within the marketing automation tool and think about integrating and exporting data to other systems. Doing so expands the reach and usefulness of the data collected, turning it into a valuable resource that can benefit different areas. 

In closing, could you give us a prediction for the future? What trends or developments do you think will shape marketing automation and marketing reporting?  

AI, AI, and more AI. We’re looking at more intelligent systems that handle complex platform integrations, making data more accessible and actionable. The goal is to make data available and intuitive for other systems to use, enhancing the overall efficiency and effectiveness of marketing strategies.  

Well, there we have it. Thanks, @Vone, for your time and valuable insights!