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Reporting Templates and Dashboards

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Digital Marketing - Study Notes:


Reporting templates are pre-built reporting structures that users simply complete to create the report. They streamline processes but are limited in the scope of reporting as they are a pre-built solution (though some have limited customization functionality).


Reporting dashboards provide a comprehensive snapshot of performance. They contain curated data, charts, and tables, rather than all the data. And they are specifically geared towards providing visual overviews of metrics and KPIs to management, and non-analysts for the most part. They are an extremely useful way to quickly show performance and help management use data insights for better decision-making.

There are three main type of dashboards, each with different functions, data sets, insights, and visualizations.

  • Operational: This is the most common type, showing a snapshot of real-time performance in different channels or parts of the business - useful for management updates.
  • Analytical: This uses historical data to try to predict future trends using comparative tables, charts, PivotTables, and data drill-downs - useful for analysts mapping trends and modelling outcomes.
  • Strategic: This measures performance against KPIs to help decision-makers choose actions that will deliver on strategic objectives. Strategic dashboards can contain a higher amount of words than other dashboards as the audience can be senior management non-analysts, and words, rather than raw data, can be more effective in conveying the insight.
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Jack Preston

Jack Preston is a Data Scientist working within marketing analytics, with a particular focus on strategic customer loyalty. Jack has experience working in both small-scale startups and large corporates, including dunnhumby and Notonthehighstreet. He also holds an MSc in Business Analytics from UCL where he graduated with distinction.


Jack Preston
Skills Expert

This short course covers the principles of analytics and demonstrates techniques and useful tools that you can use to develop and refine your knowledge of data analytics.

You will learn:

  • The fundamentals of data, collecting data, and processing data, including best practices, techniques, and challenges
  • The principles of web analytics, the benefits and limitations of Google Analytics, terminology for reporting, and the legalities around consent and data privacy
  • The concepts of Big Data, the processes around data, including mining, scraping, cleansing, and de-duping, and the various languages and programs for testing your data
  • The importance of AI, Machine Learning, analysis types, the value of testing hypotheses, and forecasting based on the data available
  • How best to report and present data findings to management and the different tools available to you

Approximate learning time: 3 hours