marcloudconsulting.com 26 The main difference between analysing and reporting is that reporting gives us the ‘what, and t’ he analysing gives us the ‘why.’ Reporting Reporting sorts and summarises the information and data we collect. When reporting on our email marketing activity, we look into specific measurements of email performance. In terms of metrics, this includes things such as deliverability and reputation, open rates, bounces, opt-outs, clicks and engagement. Analysing Analysing explores the connection between your marketing efforts and sales outcomes. This process involves a bit of detective work to ask questions and interpret the information and provide recommendations for future plans and activity. The interpretations and exploration we conduct with the data is used to inform our planning, so it’s certainly a worthwhile and valuable exercise to be embracing on a regular basis.