Digital work can involve a vast quantity of data. The challenge is deciding which things to report on, how best to measure them, and how to make sense of that data in easy-to-understand reports and dashboards.

In doing this, organisations should avoid vanity statistics. These might include Twitter/X impressions or Facebook reach. They can be big numbers but do not measure real impact.

Reporting allows organisations to adjust course if necessary. Every project or product should have cycles of testing, optimisation and learning built in.

As well as gathering the right data and putting it into digestible report formats, organisations need to share them with the right people at the right time. This can be hard to master if data is in disparate systems and databases.

Things to think about

  • How often are reports of previous activity used to inform a new project/product development cycle?
  • Do you have a dashboard that presents key measures of performance in one place?
  • Do different stakeholders have access to reporting dashboards that are relevant to their level of authority and area of responsibility?
  • How quickly and easily can you create basic reports to answer questions about your audiences’ behaviours?

Reporting: five levels of maturity

1. Sporadic

KPIs exist, but progress is only reported at the senior level. There is not much clarity on how they illustrate progress.

2. Tactical

Relevant KPIs are set and reported against, but the lessons aren’t always used in planning.

3. Aggregated

Performance data is collected and joined up, but is hard to access.

4. Integrated

Holistic performance data is quickly and easily accessible.

5. Real-time

Holistic performance data is always available and is used in planning and to make decisions.

Average score

Overall, for this competency, organisations average out at level 2.5.

Scores by year

These graphs show the average scores for this competency over the last few years, expressed as a percentage.

  • 2020 52% 52%
  • 2019 50% 50%
  • 2018 48% 48%
  • 2017 48% 48%
  • 2016 42% 42%