Reporting Vs. Analytics

As marketers, we crave good reporting—this is how we know if we are successful in our work, and it’s how we demonstrate the value of our campaigns. Enter Pardot. With the power of Pardot and Salesforce reporting, marketers can track the success of their campaigns, measure their audience engagement and understand the impact of their emails. Marketing can also see where and how they’re helping sales close deals – and everyone can see how marketing efforts are impacting the bottom line.

Reports are powerful if you want to look at the state of your business today, but what if you want to look ahead? What if you want to not only see your data but also query it? A recent Forrester study showed that 74% of companies want to make data-driven decisions, yet 71% never quite make it happen. This statistic shows that even if you have good data, getting actionable insights from it can be difficult—there is just too much data, and too many reports!

But don’t worry, Analytics can help. At first glance, reporting and analytics seem interchangeable—both use data, both can create charts and graphs—so what’s the difference? While reports illustrate what is happening, analytics can explain why it is happening. Through reporting, data is summarized and organized in easily digestible ways, but analytics goes one step further and allows you to question and explore that data.

Reporting will translate your data into information, but analytics will provide insights that can drive action—the very thing marketers are missing! In short, if you are struggling to make your reports work for you, analytics may just be your answer. As you get more familiar with our analytics offerings, check out the infographic below to better understand how analytics differs from reporting.

Reporting vs Analytics chart. Text version belowReporting vs Analytics (Text Version)

Purpose

Reporting: Show what is happening.

Analytics: Explains why it is happening.

Tasks

Reporting:

  • Organizing
  • Formatting
  • Summarizing

Analytics:

  • Questioning
  • Interpreting
  • Exploring

Results

Reporting: Results are pushed to users for review

Analytics: Users pull results to answer questions

Value

Reporting: Translates data into information

Analytics: Offers recommendations to drive action

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4 thoughts on “Reporting Vs. Analytics

  • Where are these features? Are these only for premier accounts? Reporting is lacking as is. I’ve been in contact with our reps for months regarding better reporting and have gotten nowhere with it.

    • @Samantha: Analytics is an add-on to Pardot. It’s called B2B Marketing Analytics & it’s pretty awesome – think “Einstein Analytics/Wave for Marketers.” You can ask your AE for a demo.

  • Really great post and great insights on the importance of understanding the difference between Analytics and Reporting. As marketers, its not enough to just show numbers, need to put some insights and build a strategy around that.

    Natalie, any insights on what Pardot can specifically help us with above and beyond when reporting/selling long term-strategy to clients?

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