JJ Reynolds, founder of Vision Labs, a data agency that helps leading brands measure and optimize their growth,

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Unfortunately, most analytics platforms exacerbate this dynamic by providing vague, standardized reports that are not tailored to a specific organization. For example, a McDonald's franchisee may care about different metrics than an enterprise SaaS company. Relying on generic analytics fails to accurately assess your marketing contribution.

discovered this while working in digital marketing israel b2b leads creating promotional content for Napa Valley wineries.

He was intrigued by Facebook's advertising capabilities and began experimenting with promoting his clients' videos on the platform. As JJ invested more money in Facebook ads, he realized that clients were having a hard time maximizing the assets he was producing. The video ends up buried on the winery website instead of reaching potential customers. Facebook offers him a huge opportunity to expand his media reach through targeted distribution.

Over time, JJ began managing advertising for solar companies, and he observed that agencies often obfuscated analytics to mask poor results, thereby charging unsuspecting customers during seasonal revenue declines. JJ listed "data services" separately on his invoices and found that demand for his analytics services remained strong even as clients outsourced their media buying. Good marketing requires good data. The key, JJ says, is turning data into clear, actionable insights for each business.

Robust reporting capabilities require connecting channel data to strategic goals through customized dashboards. Google's free Looker Studio (formerly Google Data Studio) does this by bringing disparate data sources into a unified interface and tailoring visualizations to each user.


Any data source with an application programming interface can be pulled into the reporting system, such as YouTube, Google Ads, HubSpot, Stripe, Facebook, Google Analytics 4, etc.