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Analytics and reporting: the numbers that survive a board review
Dashboards, attribution and the monthly report. What belongs on a page a decision-maker actually reads: which metrics carry a decision, how credit gets split across channels, and how to tell a tracking break from a genuine drop.
25 articles
Industry Benchmarks: Telling a Real Gap From a Measurement Gap
A benchmark can be wrong without a single number in it being wrong. Which of the disclosures behind it did you check before the gap became your target? The number is still in the deck, and so is the decision it justified.
Martin J.ReportingOct 28, 2026SEO Share of Voice: The Number Your Competitors Cannot Hide
A competitor can lose rankings for a quarter and still hold the same share of voice. The number is a ratio, and almost nobody can name its numerator. Which definition of winning got installed in your dashboard, and do you remember choosing it?
Martin J.ReportingOct 27, 2026PR Measurement: What Earned Coverage Is Actually Worth
Your coverage report survives the quarter and not the question. One sentence about how the number was built, and the page goes quiet. What would you put there instead, if the same coverage had to be priced against reach you could buy?
Martin J.ReportingOct 27, 2026Multi-Touch Attribution: The Model That Breaks Where the Data Stops
A multi-touch attribution model credits only the touches it can identify. Four kinds of touchpoint never reach it, and the channel that loses their credit is the one that gets cut.
Martin H.ReportingOct 25, 2026
Manage Google Ads Smarter With AI.
Marketing Mix Modeling: What It Costs Before It Tells You Anything
Your channel lost the budget because nobody could prove what it did. The tool for it is marketing mix modeling, and the published requirement is a length of time, not the ratio that decides. Would yours survive the division?
Martin H.ReportingOct 25, 2026Marketing Measurement: The Number Your Board Asks For and Your Stack Cannot Produce
Your marketing number and your finance number have never matched. You have a routine for the moment somebody notices, and it spends the decision the meeting was called to make. Can you say what your number leaves out?
Martin H.ReportingOct 24, 2026Incrementality Testing: What You Can Prove Without a Vendor
Your dashboard reports what happened. It cannot tell you what would have happened without the campaign, which is the number your budget depends on. So how many regions can you hold out?
Martin J.ReportingOct 23, 2026Marketing Dashboard Examples: What to Cut, Not What to Copy
The screenshot that would settle which six panels belong on a dashboard has never been published, because it would embarrass the vendor. What you get instead is the gallery version. Which of your panels would you defend out loud?
Martin J.ReportingOct 23, 2026
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