• Get real about dynamic content reporting. Related to the last point around dynamic content, as we become more complex in our personalization, we must be able to report on it and improve. We need to know who saw what, whether it is a text block or an image and what action they took. And we need to be able to look at it from more than a content layer — to filter by segmentation criteria.
For many platforms today, the solution is to break the campaign up into versions (either by main content block or audience segment), and then report that way. As more platforms use advanced analytics to select content for an individual, this needs to be solved.
• Give me access to report on all the data I have loaded into the platform (in an organized way). Standard reports tend to be campaign-focused and don’t allow you to drill down by segment codes and so forth. I need to be able to run a report that crosses campaigns and is focused on a specific segment across those campaigns.
• Make reporting customization standard. Companies in different industries care about different things, so reporting needs to reflect that. Typical out-of-the-box reports are decent starting points, but allowing marketers to customize things like data points, measures, dimensions and time frames — without charging them a la carte for the privilege — would be incredibly powerful. The data would remain actionable without the need for IT resources or third-party data jobs.