Avoid Common Pitfalls: 10 Things you Might be Doing Wrong in your Reporting

Reporting is a crucial part of any business, but many people make errors that undermine the effectiveness of their reports. Have you ever created a report only to find out no one uses it? Or perhaps you've been asked to redo a report repeatedly?

If this sounds familiar, you're not alone. Reporting is an art, and like any art, it requires practice and an understanding of the basics. In our recent webinar, we explored ten common mistakes that many people make in their reporting. Here’s a recap of those points to help you refine your reporting skills:

1. Lack of Clear Objectives:

Jumping into data visualization without a clear goal is like setting sail without a destination. Always start by understanding what the report's consumer wants to see and what decisions they need to make based on the report. Ask yourself:

• What are the key questions the report needs to answer?
• Who will be using this report, and for what purpose?

A clear objective will guide your data collection, analysis, and presentation, ensuring your report meets the needs of its audience.

2. Data Overload:

Too much data can overwhelm your audience. Stick to the three-second, 30-second, and three-minute rule:

• In three seconds, your audience should grasp the main message.
• In 30 seconds, they should understand the report's key points.
• In three minutes, they should be able to make informed decisions based on the data.

To achieve this, prioritize the most critical information and use summaries or highlights to draw attention to key insights. Avoid cluttering your report with excessive details that can distract from the main message.

3. Poor Data Visualization:

Choosing the right type of chart or table to convey your data is crucial. A well-designed visualization can make complex data understandable at a glance. Utilize resources like the Financial Times Visual Vocabulary and IBCS standards to guide your choices. Here are a few tips:

• Use bar charts for comparisons.
• Line charts are great for trends over time.
• Pie charts should only be used to show parts of a whole.
• Tables are best for detailed data where precise values are important.

Remember, the goal is to make your data as easy to understand as possible.

4. Ignoring Data Quality:

Clean, accurate data is the foundation of a reliable report. Follow the Seven Golden Rules of Data Management to ensure your data is report-ready:

• Ensure data is complete with no missing values.
• Remove any duplicates.
• Verify data accuracy and consistency.
• Ensure data is in a suitable format for analysis. Ignoring these steps can lead to reports that are not only unreliable but also misleading, damaging your credibility.

5. Lack of Context:

Numbers without context are meaningless. Always provide the relevant time frames, categories, and any other necessary information to give your data meaning. For example:

• Instead of just showing "Sales: $1,000,000," include "Sales: $1,000,000 (Q1 2023)".
• Provide benchmarks or targets to compare performance.
• Use annotations to explain significant spikes or drops.

Context helps your audience understand the significance of the data and how it relates to their goals.

6. Overcomplicating the Message:

Keep it simple. Overcomplicating your reports with unnecessary details and complex visuals can confuse your audience. Always aim for clarity. Use straightforward language and visuals that are easy to interpret. If a chart or graph requires extensive explanation, it might be too complicated.

7. Neglecting the Audience:

Understand who will be using your report. Tailor your visuals and data presentation to their needs and preferences. Consider:

• The technical expertise of your audience.
• The specific information they need.
• How they will use the report (e.g., decision-making, performance monitoring).

By focusing on your audience's needs, you can create reports that are more relevant and useful.

8. Focusing Solely on Numbers:

Numbers are important, but they should tell a story. Provide insights and highlight trends, comparisons, and anomalies. Use narratives to explain what the numbers mean and why they matter. For example:

• Highlight year-over-year growth and explain the factors driving it.
• Identify underperforming areas and suggest possible reasons.
• Compare actual performance to targets and provide context for any discrepancies.

A good story can make your data more engaging and easier to understand.

9. Lack of Actionable Insights:

Your reports should lead to action. Clearly state what decisions can be made based on the data presented. For example:

• If sales are down, suggest strategies to boost them.
• If customer satisfaction is low, recommend areas for improvement.
• If a project is over budget, propose cost-cutting measures.

Actionable insights turn your data from information into a tool for decision-making.

10. Ignoring Feedback:

Feedback is crucial for improvement. Always be open to suggestions and willing to make changes to enhance your report's effectiveness. Regularly solicit feedback from your report users and act on it to improve your reporting processes. Ignoring feedback can result in reports that do not meet the needs of your audience, reducing their effectiveness and your credibility.

By addressing these common mistakes, you can transform your reports from overlooked documents into essential tools for decision-making.

Ready to up your reporting game? Join our free Learn Power BI Essentials for Reporting course to start creating impactful, professional reports that your audience will love.

Content by

Joseph Fadero

Business Intelligence Analyst and Trainer dbrownconsulting.