Brands use international comparative reporting to measure ROI for their international websites and global marketing efforts. When setup well, it simplifies data collection and analysis. It also makes it possible to evaluate the performance of each site on its own and in relation to others.

Reporting like this also increases opportunities for marketers to gain deep insights and even inspiration. For example, perhaps a tactic tried in one region produces substantially higher conversions. International comparative reporting will reveal the components that make it successful so it can be duplicated and tested in other regions.

International comparative reporting is such a powerful analysis tool for global marketers we included an entire section on it in our eBook How to Get ROI Reporting Running On Your International Websites. This eBook covers a variety of ways Global Marketing Executives can implement reporting to better understand ROI. Let’s take a peek here at this usefulness of comparative reporting of international websites and how to make the most of it.

What is International Comparative Reporting?

On the surface, comparative reporting simply involves taking reports from two different areas and comparing them. This definition however is overly simplistic. After all, a comparison is only relevant when like things are compared.

This really means comparative reporting of international websites must align the data and its sources. To do this and prevent extra work in the form of additional data collection and tracking requires the alignment of more than simply data. In this way, international comparative reporting isn’t simply a type of reporting – it is a process.

How to Make the Most of Regional Reporting

Can regional website data inform a brand’s international marketing efforts? On its own, regional data reveals the successes and failures for that specific region. This can be useful, but it requires a lot of work for a marketer who must analyze multiple regions. For a  marketing executive, it can produce a lot of unrelated data and comparative inaccuracies.

To create like-to-like comparisons and make regional data useful on a global scale, a brand must align its goals, objectives and KPIs. With these aligned, a region’s data not only informs local successes, it makes for useful comparisons of efforts between regions. This requires a strategic vision for website performance so regional marketing goals support the larger global marketing initiatives. It may be a little more work on the front-end and may even demand a new way of thinking about regional marketing efforts.

Boost Results There – and Everywhere!

Successes on one region may reveal opportunities in others. Results from one region when compared to those of another can reveal connections that exist. Beyond results, this informs decision-making and can make the task of a global marketing executive simpler.

How to Get ROI Reporting Running On Your International Websites goes into greater detail on the necessary steps and tools needed to setup effective international comparative reporting. You can download the eBook. Or start a conversation if you’d like to speak about possible ways to setup ROI reporting running with a BFO representative.


Also published on Medium.