For decades, reporting dashboards in marketing automation software have helped marketers gauge the effectiveness of their marketing campaigns.
But in the year 2020, we can do better than just reporting dashboards.
Enter report automation.
Gartner research advises that developing marketing teams can reach the next level of growth by leveraging the data preparation and report automation tools in their marketing automation software “to achieve reporting accuracy and timeliness” (full report available to clients).
Report automation is the process of taking existing reports and automating them so that they are updated automatically as new data becomes available.
For example, if you run a report showing the open-rate of an email marketing campaign, automating that report allows you to get the updated open-rate every time a new batch of emails is sent out, rather than having to rerun the report manually.
On the surface, this may seem like something that saves a little time and makes a somewhat tedious process a little more convenient. But when you consider the possibility of automating multiple reports and collecting them all in one automatically updated dashboard, automated reporting can be a game changer.
Let’s take a look at three main benefits of report automation in marketing software.
When you’re running an online marketing campaign, time is critical. If you have to wait hours or even days to get updated analytical data, your competition could already be winning away your customers.
Report automation updates your analytics reports as soon as new data comes in, allowing you to adjust campaigns on the fly and win more customers.
See it in action:
Check out this reporting and analytics tutorial from Remarkety—one of our Marketing Automation Category Leaders—to see real-time data insights in action.
When you manually run reports (especially if you’re using a spreadsheet), you run the risk of accidentally polluting your data every time you update, through pasting into the wrong cell, mistyping, or pulling from the wrong source, for example.
With report automation, as long as your data source is clean, all of the reports that automatically pull data from that source will be completely accurate.
See it in action:
This video tutorial from Omnisend, one of our Marketing Automation Category Leaders, shows how to set up a data source for your automated reports.
One of the biggest benefits of report automation is being able to select the most useful report feeds and pull them all into one dashboard so that you can get all your most significant data at a glance. This allows marketers to combine and compare different reports to get more useful insights, for example, connecting the dots between email open-rate and conversion rates.
See it in action:
In this video tutorial from EngageBay (one of our Marketing Automation Category Leaders) you can see how report automation pulls multiple reports into one centralized dashboard.
Browse our complete directory of marketing automation software, including more than 60 options with real-time reporting.
You can even use our App Finder to specify your price range and platform in addition to prioritizing real-time reporting as a feature.
Interested in learning about some of the other benefits of marketing automation software? Check out our buyer’s guide, then head over to our Category Leaders report to browse the products that earned the highest marks in a combination of five different factors, including ease of use, value, and functionality.
Note: The applications selected in this article are examples to show a feature in context and are not intended as endorsements or recommendations. They have been obtained from sources believed to be reliable at the time of publication.