But what if Hubspot’s reporting had more ambitious goals than a simple data access interface? What if it defined the pressing questions that many users should care about, and drew a direct line to answers?
A better form of reporting wouldn’t necessarily require different data as much as a user-oriented mindset. It would combine utility with a story that reinforces the value of the product. We are getting closer to “data storytelling” when we use data to convey insights and a message. My definition of data storytelling is:
The presentation of data to communicate a message using the techniques of traditional narrative forms.
How customer reporting can make a difference for your product
Customer reporting is an under-utilized tool for product leaders. Let’s examine the ways that it can build customer relationships:
1. Establish a language
You are the expert on your product and the data it captures. What metrics are you going to emphasize? What behaviors do you want to encourage? Reporting is your opportunity answer these key questions and define what matters.
Twitter is encouraging activity by making their first reported measure ‘number of Tweets.’
