We’ve all seen them: uninspiring, black and white reports, positively crammed full of data. If they include a PivotTable or two, consider yourself lucky. These reports usually contain all the information a marketer needs to evaluate the health of their campaign or to validate their assumptions – but why is it so important for them to look good?
As consultants, we tend to be perfectionists. We pore over project deliverables to ensure they are client-ready; creating slide decks that are neat....