Reporting Specialist Examples

Externalized from the agent definition per the few-shot-examples rule (#1587).

Reporting Specialist — Worked Examples

Externalized from the agent definition per the few-shot-examples rule (#1587).

These are the full report templates, dashboard/automation specifications, and

stakeholder-specific report samples that back the Reporting Specialist. The

agent definition keeps the process, reference tables (visualization best

practices, color guidelines), narrative guidelines, and a single compact inline

anchor.

Report Types

Executive Summary Report

## Marketing Executive Summary
### Period: [Month/Quarter/Year]

### Performance at a Glance
| KPI | Target | Actual | Status | vs. Prior Period |
|-----|--------|--------|--------|------------------|
| Revenue | $X | $X | 🟢/🟡/🔴 | [+/-]X% |
| Leads | X | X | 🟢/🟡/🔴 | [+/-]X% |
| Marketing ROI | X% | X% | 🟢/🟡/🔴 | [+/-]X pp |
| CAC | $X | $X | 🟢/🟡/🔴 | [+/-]X% |
| Pipeline | $X | $X | 🟢/🟡/🔴 | [+/-]X% |

### Key Highlights
✅ **Wins:**
- [Achievement 1 with metric]
- [Achievement 2 with metric]
- [Achievement 3 with metric]

⚠️ **Challenges:**
- [Challenge 1 and mitigation]
- [Challenge 2 and mitigation]

### Investment Summary
| Category | Budget | Spent | Variance | Efficiency |
|----------|--------|-------|----------|------------|
| Paid Media | $X | $X | [+/-]X% | [Metric] |
| Content | $X | $X | [+/-]X% | [Metric] |
| Events | $X | $X | [+/-]X% | [Metric] |
| Technology | $X | $X | [+/-]X% | [Metric] |
| **Total** | $X | $X | [+/-]X% | |

### Channel Performance Summary
[Visualization: Bar chart or table showing top channels by revenue/leads]

### Looking Ahead
**Next Period Priorities:**
1. [Priority with expected impact]
2. [Priority with expected impact]
3. [Priority with expected impact]

**Risks to Monitor:**
- [Risk and watch indicator]

Monthly Marketing Report

## Monthly Marketing Report
### [Month Year]

---

## Executive Summary
[2-3 paragraph overview of the month's performance, major accomplishments, and key learnings]

---

## Performance Dashboard

### Overall Metrics
| Metric | Goal | Actual | % to Goal | MoM | YoY |
|--------|------|--------|-----------|-----|-----|
| Website Sessions | X | X | X% | [+/-]X% | [+/-]X% |
| New Users | X | X | X% | [+/-]X% | [+/-]X% |
| Leads Generated | X | X | X% | [+/-]X% | [+/-]X% |
| MQLs | X | X | X% | [+/-]X% | [+/-]X% |
| Pipeline Created | $X | $X | X% | [+/-]X% | [+/-]X% |
| Revenue Attributed | $X | $X | X% | [+/-]X% | [+/-]X% |

### Trend Visualization
[12-month trend chart for key metrics]

---

## Channel Performance

### Paid Media
| Channel | Spend | Impressions | Clicks | CTR | Conv | CPA | ROAS |
|---------|-------|-------------|--------|-----|------|-----|------|
| Google Ads | $X | X | X | X% | X | $X | Xx |
| Meta | $X | X | X | X% | X | $X | Xx |
| LinkedIn | $X | X | X | X% | X | $X | Xx |
| Display | $X | X | X | X% | X | $X | Xx |

**Insights:**
- [Key insight from paid media performance]
- [Key insight from paid media performance]

### Organic Channels
| Channel | Sessions | Users | Conv | Conv Rate | MoM |
|---------|----------|-------|------|-----------|-----|
| Organic Search | X | X | X | X% | [+/-]X% |
| Organic Social | X | X | X | X% | [+/-]X% |
| Direct | X | X | X | X% | [+/-]X% |
| Referral | X | X | X | X% | [+/-]X% |

### Email Marketing
| Metric | This Month | Last Month | Change | Benchmark |
|--------|------------|------------|--------|-----------|
| Emails Sent | X | X | [+/-]X% | - |
| Open Rate | X% | X% | [+/-]X pp | X% |
| Click Rate | X% | X% | [+/-]X pp | X% |
| Conversions | X | X | [+/-]X% | - |
| Revenue | $X | $X | [+/-]X% | - |

### Content Performance
| Content Piece | Type | Views | Engagement | Leads |
|---------------|------|-------|------------|-------|
| [Title] | [Type] | X | X% | X |
| [Title] | [Type] | X | X% | X |
| [Title] | [Type] | X | X% | X |

---

## Campaign Spotlight

### [Campaign Name]
| Metric | Target | Result | Status |
|--------|--------|--------|--------|
| Reach | X | X | 🟢/🟡/🔴 |
| Engagement | X | X | 🟢/🟡/🔴 |
| Conversions | X | X | 🟢/🟡/🔴 |
| ROI | X% | X% | 🟢/🟡/🔴 |

**Key Learnings:**
- [Learning 1]
- [Learning 2]

---

## Budget Analysis

### Spend vs. Plan
| Category | Plan | Actual | Variance | Notes |
|----------|------|--------|----------|-------|
| Paid Media | $X | $X | [+/-]$X | [Note] |
| Content | $X | $X | [+/-]$X | [Note] |
| Tools | $X | $X | [+/-]$X | [Note] |
| Events | $X | $X | [+/-]$X | [Note] |
| **Total** | $X | $X | [+/-]$X | |

### YTD Budget Status
[Visualization: Budget burn rate vs. plan]

---

## Competitive Landscape
[Brief update on competitive activity observed]

---

## Next Month Preview

### Planned Activities
| Initiative | Channel | Target | Owner |
|------------|---------|--------|-------|
| [Initiative] | [Channel] | [Goal] | [Name] |

### Key Dates
| Date | Event/Activity |
|------|----------------|
| [Date] | [Activity] |

---

## Appendix
[Detailed data tables, methodology notes, definitions]

Weekly Performance Report

## Weekly Marketing Report
### Week of [Date]

### Quick Stats
| Metric | This Week | Last Week | WoW | Goal | Status |
|--------|-----------|-----------|-----|------|--------|
| Sessions | X | X | [+/-]X% | X | 🟢/🟡/🔴 |
| Leads | X | X | [+/-]X% | X | 🟢/🟡/🔴 |
| MQLs | X | X | [+/-]X% | X | 🟢/🟡/🔴 |
| Spend | $X | $X | [+/-]X% | $X | 🟢/🟡/🔴 |
| Pipeline | $X | $X | [+/-]X% | $X | 🟢/🟡/🔴 |

### Daily Breakdown
| Day | Sessions | Leads | Spend | Notes |
|-----|----------|-------|-------|-------|
| Mon | X | X | $X | [Note] |
| Tue | X | X | $X | [Note] |
| Wed | X | X | $X | [Note] |
| Thu | X | X | $X | [Note] |
| Fri | X | X | $X | [Note] |
| Sat | X | X | $X | [Note] |
| Sun | X | X | $X | [Note] |

### Campaign Status
| Campaign | Status | Performance | Action |
|----------|--------|-------------|--------|
| [Campaign] | Active | On Track | Continue |
| [Campaign] | Active | At Risk | [Action] |
| [Campaign] | Paused | - | Resume [date] |

### Top Performers This Week
- **Best Ad:** [Ad name] - X% CTR, X conversions
- **Best Content:** [Title] - X views, X% engagement
- **Best Email:** [Subject] - X% open rate, X% CTR

### Issues & Actions
| Issue | Impact | Action | Owner | Due |
|-------|--------|--------|-------|-----|
| [Issue] | [Impact] | [Action] | [Name] | [Date] |

### Next Week Focus
1. [Priority]
2. [Priority]
3. [Priority]

Dashboard Design

Marketing Dashboard Specification

## Dashboard Specification: [Dashboard Name]

### Purpose & Audience
| Field | Value |
|-------|-------|
| Purpose | [Why this dashboard exists] |
| Primary Users | [Who uses it] |
| Use Frequency | [Daily/Weekly] |
| Access Level | [Who can view] |

### KPI Hierarchy

**Primary KPIs (Top of Dashboard):**
1. [KPI] - [Definition] - [Target]
2. [KPI] - [Definition] - [Target]
3. [KPI] - [Definition] - [Target]

**Secondary KPIs:**
1. [KPI] - [Definition]
2. [KPI] - [Definition]

**Supporting Metrics:**
[Listed by section]

### Layout Design

┌─────────────────────────────────────────────────┐

│ Date Range Selector │

├──────────┬──────────┬──────────┬──────────────┤

│ KPI 1 │ KPI 2 │ KPI 3 │ KPI 4 │

│ [Card] │ [Card] │ [Card] │ [Card] │

├──────────┴──────────┼──────────┴──────────────┤

│ │ │

│ Trend Chart │ Channel Breakdown │

│ (Line) │ (Bar/Pie) │

│ │ │

├─────────────────────┼──────────────────────────┤

│ │ │

│ Performance │ Geographic │

│ Table │ Map │

│ │ │

└─────────────────────┴──────────────────────────┘


### Visualization Specifications

**KPI Cards:**
| KPI | Metric | Comparison | Indicator |
|-----|--------|------------|-----------|
| [Name] | Current value | vs. goal, vs. prior | Color coded |

**Charts:**
| Chart | Type | Dimensions | Metrics | Interactivity |
|-------|------|------------|---------|---------------|
| Trend | Line | Date | [Metrics] | Hover, drill |
| Channel | Bar | Channel | Revenue | Click to filter |
| Funnel | Funnel | Stage | Count | Hover |

### Filters
| Filter | Type | Default | Options |
|--------|------|---------|---------|
| Date Range | Date picker | Last 30 days | Custom, presets |
| Channel | Multi-select | All | [List] |
| Campaign | Dropdown | All | [List] |
| Region | Multi-select | All | [List] |

### Data Refresh
| Component | Refresh Rate | Data Source |
|-----------|--------------|-------------|
| KPIs | Real-time | [Source] |
| Charts | Hourly | [Source] |
| Tables | Daily | [Source] |

### Alerts
| Condition | Trigger | Notification |
|-----------|---------|--------------|
| [Metric] drops >20% | Daily check | Email to [team] |
| [Metric] exceeds target | Real-time | Slack to [channel] |

Report Automation

Automated Report Specification

## Automated Report: [Report Name]

### Report Details
| Field | Value |
|-------|-------|
| Report Name | [Name] |
| Frequency | [Daily/Weekly/Monthly] |
| Delivery Time | [Time and timezone] |
| Format | [PDF/Email/Dashboard link] |

### Recipients
| Name | Email | Format | Notes |
|------|-------|--------|-------|
| [Name] | [Email] | [Format] | [Notes] |

### Data Sources
| Source | Connection | Fields Used | Refresh |
|--------|------------|-------------|---------|
| [Source] | [API/DB] | [Fields] | [Time] |

### Report Sections
1. **Executive Summary**
   - Auto-generated from KPI performance
   - Highlights: Top 3 positive, Top 2 concerns

2. **KPI Table**
   - Metrics: [List]
   - Comparisons: WoW, MoM, vs. Target

3. **Trend Charts**
   - [Metric 1]: 30-day trend
   - [Metric 2]: 30-day trend

4. **Detail Tables**
   - [Table 1]: [Description]
   - [Table 2]: [Description]

### Conditional Logic
| Condition | Action |
|-----------|--------|
| KPI below target | Highlight red, add to alerts |
| Major change (>25%) | Add callout annotation |
| Missing data | Show "Data unavailable" |

### Error Handling
| Error | Action |
|-------|--------|
| Data source unavailable | Retry 3x, then send alert email |
| Partial data | Send with warning banner |
| Complete failure | Send failure notice to [team] |

Stakeholder-Specific Reports

Client Report Template

## [Client Name] Marketing Report
### Period: [Date Range]

### Dear [Client Name],

[Personalized opening paragraph summarizing performance and key highlights]

---

### Performance Summary

#### Goals vs. Results
| Goal | Target | Achieved | Status |
|------|--------|----------|--------|
| [Goal 1] | X | X | ✅/⚠️/❌ |
| [Goal 2] | X | X | ✅/⚠️/❌ |
| [Goal 3] | X | X | ✅/⚠️/❌ |

#### Key Metrics
[Visual dashboard of primary KPIs]

---

### Channel Highlights

#### [Channel 1]
[Performance summary with key metrics and insights]

#### [Channel 2]
[Performance summary with key metrics and insights]

---

### Campaign Performance
| Campaign | Objective | Result | ROI |
|----------|-----------|--------|-----|
| [Campaign] | [Objective] | [Result] | X% |

---

### What's Working
- [Success 1 with supporting data]
- [Success 2 with supporting data]

### Areas for Improvement
- [Area 1 with recommended action]
- [Area 2 with recommended action]

---

### Recommendations
1. **[Recommendation]**: [Rationale and expected impact]
2. **[Recommendation]**: [Rationale and expected impact]

---

### Next Steps
| Action | Timeline | Owner |
|--------|----------|-------|
| [Action] | [Date] | [Name] |

---

### Appendix
[Detailed metrics, methodology, definitions]

---

*Report prepared by [Name] | [Date]*
*Questions? Contact [email/phone]*

Board Report Template

## Marketing Board Report
### [Quarter/Period]

### Marketing Performance Summary

**Executive Headline:**
[One sentence summary of marketing performance]

---

### Key Performance Indicators

| KPI | Q[X] Actual | Q[X] Plan | Variance | FY Outlook |
|-----|-------------|-----------|----------|------------|
| Marketing-Attributed Revenue | $XM | $XM | [+/-]X% | On Track |
| Marketing Qualified Leads | X | X | [+/-]X% | At Risk |
| Customer Acquisition Cost | $X | $X | [+/-]X% | On Track |
| Marketing ROI | X% | X% | [+/-]X pp | On Track |
| Brand Awareness | X% | X% | [+/-]X pp | On Track |

---

### Strategic Initiatives Update

#### Initiative 1: [Name]
- **Status:** 🟢 On Track / 🟡 At Risk / 🔴 Behind
- **Progress:** [Brief update]
- **Key milestone:** [Upcoming milestone]

#### Initiative 2: [Name]
[Same format]

---

### Budget Summary

| Category | YTD Plan | YTD Actual | FY Plan | FY Forecast |
|----------|----------|------------|---------|-------------|
| Total Marketing | $XM | $XM | $XM | $XM |

---

### Competitive Position
[Brief update on market position and competitive dynamics]

---

### Risks & Mitigations
| Risk | Impact | Likelihood | Mitigation |
|------|--------|------------|------------|
| [Risk] | H/M/L | H/M/L | [Action] |

---

### Asks of the Board
1. [Ask with context]
2. [Ask with context]

Report Writing

Narrative Insight Example

CTR increased 25% week-over-week (from 2.1% to 2.6%) following the launch of new video creative. This improvement moved us ahead of the industry benchmark of 2.4% for the first time this quarter. We recommend scaling budget to this creative and testing additional video variations.

Data Storytelling Framework

## Story Structure

### Hook
[Start with the most important finding or surprising insight]

### Context
[Provide background: what was the goal, what did we expect]

### Journey
[Walk through the data chronologically or logically]
- Point A: [Finding with data]
- Point B: [Finding with data]
- Point C: [Finding with data]

### Climax
[The key insight or turning point]

### Resolution
[What does this mean and what should we do]

### Call to Action
[Specific next steps]