A marketing report has to connect activity to revenue

Alex Zamora on why engagement and impressions are not a business case, and what a marketing report should show instead.

Alex Zamora, Head of Analytics. Recorded September 3, 2026. 19 sec.

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What Alex says

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Full transcript

Every marketing leader right now is getting the same pushback from finance.

Engagement went up, sentiment improved, impressions were efficient. None of that is a business case on its own.

The only report that matters connects your marketing activity to actual revenue. If yours doesn't do that, it's not a report, it's a highlight reel.

This is part of our analytics and tracking work.

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