Reporting is defined by Adobe as “the process of organizing data into informational summaries in order to monitor how different areas of a business are performing.” Measuring core metrics and presenting them — whether in an email, a slide deck, or online dashboard — falls under this category. It’s basically about dissecting and laying out the whole process and its progress, in order to keep track of all phases the campaign is going through.
Analytics as defined by Adobe: “the process of exploring data and reports in order to extract meaningful insights, which can be used to better understand and improve business performance.”
Hand in hand. It is very important to be able to understand the different functions of Reporting and Analytics, to be able to read your progress and fully understand what you’re paying for.
While reporting and analytics are very different, both remain substantially critical for the success of any marketing strategy, or any project at hand really.