Most analytical tools focus on the needs of analysts and developers and prohibit the marketer from working directly with the data

Source: Unsplash

The Importance of Reporting for Business

The goal of each business is to make a profit. However, to understand how the company’s development goes and in what direction it’s worth moving on, companies need to track and monitor all organization areas. In other words, reporting is an essential tool for decision-makers.


Let’s look at exactly what data-driven marketing is and how a data-driven marketing strategy can help your brand to achieve its business goals.

In 2021, when the whole world has been operating online for more than a year, it’s difficult to imagine marketing in the old way without using Big Data. Modern marketing experts are well aware of the importance and necessity of data-driven strategies. High demands, expectations, and, of course, instant results for customers require informed decisions and actions based on specific data.

What is a data-driven marketing

As the name implies…


A selection of the best marketing reports for the e-commerce industry.

Each area of business has its own special reports that reflect its marketing realities. Below, we’ll look at the most common reports for e-commerce and retail.

  1. Quality data to analyze
  2. An attribution model that takes into account the peculiarities of your business

Overall report

An overall report allows you to quickly evaluate the effectiveness of your entire marketing department. Set up your report and monitor your department’s goals daily.

Why this report is important

Thanks to an overall report, you can quickly see your main indicators and adjust actions in the marketing channels based on their current…


Let’s try to discover what are the common problems in communication between analysts and marketing teams, and what is the expert’s opinion about these struggles.

Two households, both alike in dignity, in digital marketing do their strife. Analysts and marketers as the infamous Capulet and Montague houses have an ancient grudge going on. Marketers want to make data-based decisions, but for doing this, they need reports to be prepared as quickly as possible, better even yesterday. In contrast, analysts want to be completely confident in the data and hate the rush.


Make your data work for you — use all the collected data about your customers and get important insights from it, using the simple and easy way — the OWOX BI BigQuery Reports connector

If you are still working as Cinderella to collect data for reports at the end of each month, you are in urgent need of a kind fairy godmother! Use a magic wand from OWOX — an enchanting free add-on that transfers your data from Excel or Google Sheets into Google BigQuery and back in a couple of clicks.


With modern BI solutions, you don't need to use the Eye of Sauron to find business errors and risk areas. Start with an application of report templates in a popular service of data visualization from Google, Data Studio.

In a continuous war of data, each marketing specialist wants to construct the invincible fortress in Helm’s Deep (the system of dashboards) so that infinite hordes of orcs (megabytes of data) will be defeated and brought undoubted benefits to the business.

Modern business data reporting

The online world doesn’t stand…


Looking for the best affordable alternative to Looker? We’ve prepared for you the comparison of Looker with its most popular alternatives to help you make the best choice.

To understand your marketing performance, you need to evaluate data from all your sources, which means gathering all your data in one place and merging it. Specialized tools can do you a big favor and help you easily analyze your marketing performance, but only if you make the right choice. In this post, we review Looker, consider its main features and nuances, and compare it to three popular alternatives: OWOX BI, Power BI, and Tableau.


What is Looker?

We present to your attention an interview with John Sargent, a digital consultant and technical expert who has run and coordinated multinational campaigns for some of the world’s largest digital brands.

We continue our Expert Opinion column, and today we present to your attention an interview with John Sargent, a digital consultant, and technical expert. John is a director and founder of VEN and specialises in digital media, where his experience includes helping Google develop their own in-house best practice across £100MM+ campaigns. He has run and coordinated multinational campaigns for some of the world’s largest digital brands.


Business decisions can both multiply your revenue and drain your budget, so making the right decisions is crucial. In this article, we tell how software can improve your decision-making and discuss the ten best reporting tools.

Decisions are the turning points in business development. To ensure a trustworthy basis for decision-making, you need reports based on high-quality data as soon as possible — the earlier you find an insight, the more valuable it is.


In this article, we tell you how to link Google Analytics 4 to Google BigQuery, export data from GA4 to BigQuery, and get the most value out of your collected data.

Google Analytics 4 makes analyzing data in Google BigQuery easier than ever. Now almost everyone can collect data in BigQuery for free. Let'’ figure out how to properly export data to BigQuery from Google Analytics 4 and what else you should take into account to get the most value out of your collected information.

Why you need to gather raw unsampled data

Raw (unprocessed) data allows you to precisely analyze your business processes. By collecting raw data, you can:

  • Objectively assess your business processes
  • Perform deep analysis of metrics
  • Track the entire user journey
  • Build any reports without limits
  • Segment your audience and set up targeted advertising


Maryna Sharapa

PR-manager at OWOX BI

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store