The Quest for the Perfect Reporting Tool

I hate reporting.

Don’t get me wrong – I love looking at the metrics we’ve gathered for you and giving you the right info to show how hard me/my team are working. I’m absolutely in love with the practice of communicating that to you. I just hate that there don’t seem to be the right tools out there to do it.

I can’t go too much into this because they’re still in development – but I had the pleasure of being interviewed via Google Hangout by a friend’s company who are developing a PPC management and reporting tool. The first thing the very nice man who led the interview asked is, “What would you like to see from a PPC management tool?”

“Oh dear God,” I said. “Reporting.”

Do You Know How Freaking Hard It Is?

Finding the right reporting tool is like the quest for the Holy Grail. I’m expecting Sean Connery and Harrison Ford to pop out and invite me on an exciting mission every time I crack open Google to see if there’s anything new.

Part of the problem is that most companies really handle only/mostly one marketing service. We do PPC, SEO, Social – pretty much anything digital that would need to be analyzed quantitatively. Raven is cool. Moz is cool. But Raven doesn’t have a built in reporting feature JUST for social that makes much sense – and if you do want a social report you have to cobble all this stuff together in a weird, disjointed way. We went with Moz for a while, but they decided for probably about six months that their new SEO reporting tool shouldn’t do monthly reports. That’s pretty out of touch with agency management needs to me, so we moved on.

Remember Acquisio?

Yep, Acquisio is still going strong. Their PPC reporting back in my in-house agency days was AWESOME. Hey Acquisio – maybe you guys can make a one-off robust reporting tool that will cover PPC, SEO and Social?

Pretty please?

Anyway, rant over. I’m going to keep dreaming. Long story short, if you’re a client, I’d love to hear more about what you’d like to see from the reporting process.

 

Amber Turrill

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