For a long time, reports have been seen as a monthly requirement: metrics are sent, results are presented, and the cycle is closed.
For NOWMA, a report is not the end of a campaign. It is the starting point for the next strategic decision.
The value lies not only in showing numbers, but in giving them context and direction.
It's not just what happened, but why it happened.
A high CTR or a low CPL doesn't tell you much on its own.
The important thing is to understand what caused it: the message, the audience, the moment, or the investment.
When the "why" is explained, the data becomes strategic information.
Translating metrics into decisions
A good report should always answer one key question: What's next?
Scale up what works, optimize what can be improved, and rethink what isn't delivering results.
Without clear recommendations, the report remains just information; with direction, it becomes growth.
Identify opportunities
Well-analyzed data not only shows results, it also reveals opportunities.
New audiences, new formats, channels with expansion potential. That's where the report stops being merely informative and becomes a tool for brand evolution.
Building trust with clarity
Trust is not built by only showing the positive aspects, but by explaining the complete picture and presenting a clear action plan.
A client doesn't expect constant perfection. They expect transparency, vision, and strategic support.
For NOWMA, a report is not a document that is sent at the end of the month.
It is a tool for making better-informed decisions and building sustainable growth.
By:
Jacqueline Monroy