A monthly report that stands up to follow-up questions
Carsten Pohl
A higher mention rate appears in the dashboard at month end. It is tempting material for the opening slide. The meeting then brings a fair question: was the same thing measured as last month?
A useful report answers that before turning a number into a success story.
State the measurement frame briefly
Identify the period, question panel and providers. Note changes to questions, models, brand names or aliases. Missing answers should be visible too.
KI Score separates its market benchmark from custom monitoring. The market score uses a shared question set within a market. Answers to custom prompts provide additional information. A report should label where each figure comes from rather than combine different populations into one trend.
Separate a change from its explanation
Describe the observation first. Perhaps the brand appeared more often in particular comparison questions. Add answers and sources illustrating that finding. An example does not replace the aggregate result, and the aggregate does not replace reading the answers.
An unknown cause can remain unknown. A page published in the same month may be relevant, but timing alone does not demonstrate its effect.
Finish with a few specific tasks
An inaccurate description, outdated source and unclear pricing page can produce three actionable assignments. Each needs a location and an outcome that can be checked. “Improve GEO” leaves too much unresolved.
Preserve the reporting version as an export or report. In KI Score, current brand and alias settings can also alter analysis of earlier monitoring answers. A saved version prevents a later discussion from silently using recalculated figures.
The next month can then follow a clear thread: what was completed, what was observed again, and which questions remain open?
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