Data has become an integral part of our everyday lives. Data drives decision-making. We use it to measure everything from outcomes to performance to progress to trends to behaviors…and the list goes on.
But what value does data alone provide? Without context or structure and no story to tell - what do we have? In order to help paint an accurate picture, data visualization, and reporting can be the most effective route to take.
No one ever made a decision because of a number. They need a story. - Daniel Kahneman
In this post, we’ll share best practices for building reports and tips specific to creating custom reports in HubSpot.
We can have all of the data in the world. But if we don’t understand how to organize and present that data in a clear and compelling way, how can it tell its story? With so many ways to structure a report and a seemingly endless amount of different data points, building a compelling report can quickly become daunting.
Imagine you’re in year 4 of launching a new SaaS startup. Until recently, business has been good and customers seemed happy, which is why you were so surprised by the Q1 summary report showing an increase in churn coupled with a decrease in new accounts.
You start digging into your data for answers.
You’ll need reports to find some answers.
What question are you trying to answer?
Defining the goal of your report enables you to clearly identify the data and metrics that are needed.
Identify your reporting metrics
You’ve defined the goal of your report, but what are you measuring, and with which data points? We build reports to analyze and identify behaviors, business goals, and trends.
Check the quality of your HubSpot data
Reporting that relies on bad data can have immediate and costly consequences. For example, marketing campaigns or analysis based on faulty data means not reaching potential customers and missing out on conversions and lost revenue.
You don’t have to clean your entire HubSpot instance to build a single report, but it is important to check the quality of data for your key data points. At Process Pro, this is one of the first things we do.
Here’s a quick way to check your data:
Cleanse and Normalize your Data
If your data looks good, you can skip this step!
If not, HubSpot provides several great out-of-the-box tools for cleansing your data.
HubSpot provides a whole suite of out-of-the-box analytics reports that you can quickly customize for your needs. See if one of these solutions fits your needs before jumping to build a custom report.
Build Your Custom Report
You've already outlined your data sources and data points. Now it's time to design your report.
Now that you've got the tools to tell the best stories with your data, go give it a test run!
Just remember to:
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