When this topic matters
You have dashboard with dozens of metrics. Nobody looks at it, or looks and does nothing.
Problem is not data — it is report design. Good report leads to decision, bad report is just visualization.
What happens in practice
Typical report: 50 metrics, no prioritization, no context ("is 5% conversion good or bad?"), no recommendation.
Result: report is ignored or leads to wrong interpretations ("number dropped = problem").
Why it fails
Too many metrics: person does not know what is important.
Missing context: number alone says nothing. Is 5% conversion good? Bad? Depends on history, segment, campaign.
Missing action: report says "what happened", but not "what to do about it".
How to think about it
Report should answer: 1) What is important? (3-5 key metrics). 2) How are we vs. history/target? 3) What should we do differently?
Format: executive summary (1-2 sentences), key metrics with context, recommended actions.
- Summary: 1-2 sentences, main conclusion
- Metrics: 3-5 key with context
- Trend: vs. last month/target
- Action: what specifically to do
What you gain and what you lose
Actionable report: clear decision-making, fast reaction. But requires time for design and maintenance.
Visualization report: less work, more flexibility. But often ignored or misinterpreted.
When to apply
Always when report serves decision-making — which should be every report.
Adapt to audience: executive needs summary + key metrics. Manager needs detail + actions. Operator needs own numbers + feedback.
Good report: 3-5 key metrics with context + recommended actions. Everything else is detail for drill-down. Answer to "what should I do differently?"