Report Generator

---
name: report-generator
description: Creates comprehensive influencer marketing campaign reports for different stakeholders including executives, clients, and internal teams. Transforms data into compelling narratives.
---

# Report Generator

This skill helps you create professional influencer marketing reports that tell the story of your campaign performance. It adapts content and depth based on the audience.

## When to Use This Skill

- Creating post-campaign reports
- Preparing executive summaries
- Delivering client campaign results
- Building internal performance reviews
- Generating monthly/quarterly reports
- Creating case studies from successful campaigns

## What This Skill Does

1. **Report Structure**: Organizes data into logical sections
2. **Audience Adaptation**: Tailors depth and focus for readers
3. **Data Visualization**: Recommends charts and visuals
4. **Narrative Creation**: Transforms metrics into stories
5. **Insight Extraction**: Highlights key learnings
6. **Recommendation Framing**: Presents actionable next steps

## How to Use

### Create a Campaign Report

```
Create a campaign report for [campaign name] for [audience: executives/client/team]
```

### Specific Report Types

```
Generate an executive summary for our Q3 influencer campaigns
```

```
Create a client-facing report for [brand] showing [campaign] results
```

## Instructions

When a user requests a report:

1. **Determine Report Parameters**

   ```markdown
   ### Report Parameters
   
   **Report Type**: [Post-campaign/Monthly/Quarterly/Annual]
   **Campaign(s)**: [campaign name(s)]
   **Period**: [dates covered]
   **Audience**: [Executive/Client/Team/Board]
   
   **Audience Needs**:
   | Audience | Focus | Detail Level | Key Questions |
   |----------|-------|--------------|---------------|
   | Executive | ROI, Strategy | High-level | "Was it worth it?" |
   | Client | Results, Value | Medium | "What did I get?" |
   | Team | Learnings, Optimization | Detailed | "What can we improve?" |
   | Board | Business Impact | Summary | "How does this grow the business?" |
   ```

2. **Executive Report Template**

   ```markdown
   # [Campaign Name] Executive Report
   
   **Prepared for**: [Executive/Leadership]
   **Date**: [Date]
   **Period**: [Campaign Dates]
   
   ---
   
   ## Executive Summary
   
   [2-3 sentences summarizing the campaign and key outcome]
   
   **Bottom Line**: [One-line verdict - e.g., "Campaign exceeded targets, achieving 3.2x ROAS"]
   
   ### Key Results at a Glance
   
   | Metric | Target | Actual | Status |
   |--------|--------|--------|--------|
   | ROI | [X]% | [X]% | ✅/❌ |
   | Revenue | $[X] | $[X] | ✅/❌ |
   | Reach | [X]M | [X]M | ✅/❌ |
   | New Customers | [X] | [X] | ✅/❌ |
   
   ---
   
   ## Investment & Return
   
   | | Amount |
   |---------|--------|
   | **Total Investment** | $[X] |
   | **Revenue Generated** | $[X] |
   | **Net Return** | $[X] |
   | **ROI** | **[X]%** |
   
   ---
   
   ## Strategic Highlights
   
   ### What Worked
   1. [Key success with impact]
   2. [Key success with impact]
   
   ### Opportunities Identified
   1. [Opportunity for future]
   2. [Opportunity for future]
   
   ---
   
   ## Recommendation
   
   [1-2 sentences on recommended next steps/future investment]
   
   ---
   
   *Detailed analysis available in appendix*
   ```

3. **Client Report Template**

   ```markdown
   # [Campaign Name] Performance Report
   
   **Client**: [Client Name]
   **Campaign**: [Campaign Name]
   **Period**: [Dates]
   **Prepared by**: [Your Name/Agency]
   
   ---
   
   ## Campaign Overview
   
   ### Objectives
   [What we set out to achieve]
   
   ### Strategy
   [Brief summary of approach]
   
   ### Execution
   - **Influencers**: [X] creators across [platforms]
   - **Content**: [X] pieces created
   - **Timeline**: [X] weeks
   
   ---
   
   ## Performance Summary
   
   ### Overall Results
   
   | Metric | Goal | Delivered | Performance |
   |--------|------|-----------|-------------|
   | Total Reach | [X] | [X] | [+/-X%] vs. goal |
   | Impressions | [X] | [X] | [+/-X%] vs. goal |
   | Engagements | [X] | [X] | [+/-X%] vs. goal |
   | Engagement Rate | [X]% | [X]% | [+/-X%] vs. goal |
   | Link Clicks | [X] | [X] | [+/-X%] vs. goal |
   | Conversions | [X] | [X] | [+/-X%] vs. goal |
   
   ### Return on Investment
   
   | Investment | Return |
   |------------|--------|
   | Total Spend: $[X] | Revenue: $[X] |
   | | **ROAS: [X]:1** |
   
   ---
   
   ## Content Performance
   
   ### Top Performing Content
   
   **#1: @[handle] - [Platform]**
   
   [Screenshot/embed]
   
   - Reach: [X]
   - Engagement Rate: [X]%
   - Why it worked: [Brief analysis]
   
   **#2: @[handle] - [Platform]**
   
   [Screenshot/embed]
   
   - Reach: [X]
   - Engagement Rate: [X]%
   - Why it worked: [Brief analysis]
   
   ---
   
   ## Influencer Performance
   
   ### Partner Summary
   
   | Creator | Platform | Reach | ER | Conversions |
   |---------|----------|-------|-------|-------------|
   | @[handle1] | [platform] | [X] | [%] | [X] |
   | @[handle2] | [platform] | [X] | [%] | [X] |
   | @[handle3] | [platform] | [X] | [%] | [X] |
   
   ### Top Performers
   
   1. **@[handle]**: [Why they excelled]
   2. **@[handle]**: [Why they excelled]
   
   ---
   
   ## Audience Insights
   
   ### Who We Reached
   
   [Demographics, interests, behaviors observed]
   
   ### Sentiment & Feedback
   
   **Positive Themes**:
   - [Theme 1]
   - [Theme 2]
   
   **Questions/Feedback**:
   - [Common question]
   - [Common feedback]
   
   ---
   
   ## Key Learnings
   
   ### What Worked Well
   
   1. **[Learning 1]**: [Explanation]
   2. **[Learning 2]**: [Explanation]
   
   ### Opportunities for Future
   
   1. **[Opportunity 1]**: [Recommendation]
   2. **[Opportunity 2]**: [Recommendation]
   
   ---
   
   ## Recommendations
   
   Based on campaign results, we recommend:
   
   1. [Recommendation 1]
   2. [Recommendation 2]
   3. [Recommendation 3]
   
   ---
   
   ## Next Steps
   
   - [Next step 1]
   - [Next step 2]
   - [Proposed timeline]
   
   ---
   
   ## Appendix
   
   - Full influencer performance data
   - Content gallery
   - Detailed analytics
   
   ---
   
   *Thank you for your partnership. Questions? Contact [Name] at [Email]*
   ```

4. **Internal Team Report Template**

   ```markdown
   # [Campaign] Internal Performance Report
   
   **Date**: [Date]
   **Author**: [Name]
   **Distribution**: [Team/Department]
   
   ---
   
   ## TL;DR
   
   [3-5 bullet points summarizing key outcomes and learnings]
   
   ---
   
   ## Campaign Overview
   
   ### Objectives & KPIs
   
   | Objective | KPI | Target | Result | Status |
   |-----------|-----|--------|--------|--------|
   | [Objective 1] | [KPI] | [Target] | [Result] | ✅/❌ |
   | [Objective 2] | [KPI] | [Target] | [Result] | ✅/❌ |
   
   ### Campaign Details
   
   - **Duration**: [X] weeks ([dates])
   - **Budget**: $[X]
   - **Influencers**: [X] total ([breakdown by tier])
   - **Platforms**: [platforms]
   - **Content pieces**: [X]
   
   ---
   
   ## Detailed Performance Analysis
   
   ### Overall Metrics
   
   | Metric | Result | Target | vs. Target | vs. Benchmark |
   |--------|--------|--------|------------|---------------|
   | Reach | [X] | [X] | [+/-X%] | [+/-X%] |
   | Impressions | [X] | [X] | [+/-X%] | [+/-X%] |
   | Engagements | [X] | [X] | [+/-X%] | [+/-X%] |
   | ER | [X]% | [X]% | [+/-X%] | [+/-X%] |
   | Video Views | [X] | [X] | [+/-X%] | [+/-X%] |
   | Clicks | [X] | [X] | [+/-X%] | [+/-X%] |
   | Conversions | [X] | [X] | [+/-X%] | [+/-X%] |
   | Revenue | $[X] | $[X] | [+/-X%] | N/A |
   | ROAS | [X]:1 | [X]:1 | [+/-X%] | [+/-X%] |
   
   ### Platform Breakdown
   
   [Detailed platform-by-platform analysis]
   
   ### Influencer Analysis
   
   #### Full Roster Performance
   
   | Rank | Creator | Platform | Fee | Reach | ER | Conversions | ROAS | Recommendation |
   |------|---------|----------|-----|-------|-------|-------------|------|----------------|
   | 1 | @[handle] | [platform] | $[X] | [X] | [%] | [X] | [X]:1 | Renew |
   | 2 | @[handle] | [platform] | $[X] | [X] | [%] | [X] | [X]:1 | Renew |
   | ... | ... | ... | ... | ... | ... | ... | ... | ... |
   
   #### Performance Insights
   
   **Top Performers**: [Analysis of why they succeeded]
   **Underperformers**: [Analysis of why they underperformed]
   **Surprises**: [Any unexpected results]
   
   ### Content Analysis
   
   #### By Format
   
   | Format | Pieces | Avg Reach | Avg ER | Best Performer |
   |--------|--------|-----------|--------|----------------|
   | [Format 1] | [#] | [X] | [%] | @[handle] |
   | [Format 2] | [#] | [X] | [%] | @[handle] |
   
   #### By Theme
   
   | Theme | Pieces | Avg ER | Conversions |
   |-------|--------|--------|-------------|
   | [Theme 1] | [#] | [%] | [X] |
   | [Theme 2] | [#] | [%] | [X] |
   
   #### Content Learnings
   
   - [Learning about what content worked]
   - [Learning about messaging]
   - [Learning about creative approach]
   
   ---
   
   ## Cost Analysis
   
   ### Budget vs. Actual
   
   | Category | Budgeted | Actual | Variance |
   |----------|----------|--------|----------|
   | Influencer fees | $[X] | $[X] | [+/-$X] |
   | Product/Gifting | $[X] | $[X] | [+/-$X] |
   | Production | $[X] | $[X] | [+/-$X] |
   | Amplification | $[X] | $[X] | [+/-$X] |
   | **Total** | **$[X]** | **$[X]** | **[+/-$X]** |
   
   ### Efficiency Metrics
   
   | Metric | Result | Target | Industry Avg |
   |--------|--------|--------|--------------|
   | CPM | $[X] | $[X] | $[X] |
   | CPE | $[X] | $[X] | $[X] |
   | CPC | $[X] | $[X] | $[X] |
   | CPA | $[X] | $[X] | $[X] |
   
   ---
   
   ## Learnings & Recommendations
   
   ### Key Learnings
   
   | Learning | Evidence | Implication |
   |----------|----------|-------------|
   | [Learning 1] | [Data/example] | [What to do with this] |
   | [Learning 2] | [Data/example] | [What to do with this] |
   | [Learning 3] | [Data/example] | [What to do with this] |
   
   ### What Worked Well (Do More)
   
   1. [Tactic/approach]: [Why it worked]
   2. [Tactic/approach]: [Why it worked]
   
   ### What Didn't Work (Do Less/Differently)
   
   1. [Tactic/approach]: [Why it didn't work]
   2. [Tactic/approach]: [Why it didn't work]
   
   ### Recommendations for Future Campaigns
   
   | Area | Current Approach | Recommended Change | Expected Impact |
   |------|------------------|-------------------|-----------------|
   | [Area 1] | [Current] | [Recommended] | [Impact] |
   | [Area 2] | [Current] | [Recommended] | [Impact] |
   
   ---
   
   ## Action Items
   
   | Action | Owner | Deadline | Status |
   |--------|-------|----------|--------|
   | [Action 1] | [Name] | [Date] | ⬜ |
   | [Action 2] | [Name] | [Date] | ⬜ |
   | [Action 3] | [Name] | [Date] | ⬜ |
   
   ---
   
   ## Appendix
   
   - Raw data exports
   - All content screenshots
   - Full influencer contracts summary
   - Sentiment analysis details
   
   ---
   ```

5. **Visualization Recommendations**

   ```markdown
   ## Recommended Visualizations
   
   ### For Executive Reports
   
   | Data | Visualization | Why |
   |------|---------------|-----|
   | ROI/ROAS | Large number callout | Immediate impact |
   | Goal vs. Actual | Horizontal bar chart | Easy comparison |
   | Budget allocation | Pie/donut chart | Distribution clarity |
   | Timeline performance | Line chart | Show momentum |
   
   ### For Client Reports
   
   | Data | Visualization | Why |
   |------|---------------|-----|
   | Overall results | Dashboard-style metrics | Professional look |
   | Content examples | Screenshots with metrics | Tangible deliverables |
   | Influencer performance | Table with icons | Detailed but scannable |
   | Engagement breakdown | Stacked bar | Show composition |
   
   ### For Team Reports
   
   | Data | Visualization | Why |
   |------|---------------|-----|
   | Full metrics | Detailed tables | Complete data |
   | Trends | Line charts over time | Pattern recognition |
   | Comparisons | Side-by-side bars | Easy comparison |
   | Distribution | Histograms | Understand spread |
   ```

6. **Report Writing Best Practices**

   ```markdown
   ## Report Writing Guidelines
   
   ### Structure Principles
   
   1. **Lead with outcomes**: Start with results, not methodology
   2. **Answer "so what?"**: Every metric needs context
   3. **Use progressive disclosure**: Summary → Details → Appendix
   4. **Balance positive and constructive**: Celebrate wins, acknowledge learnings
   
   ### Writing Tips
   
   **Instead of**: "We achieved 2.4M reach"
   **Write**: "We reached 2.4M people, 20% above our target, primarily through TikTok content that resonated with Gen Z audiences"
   
   **Instead of**: "Engagement rate was 4.2%"
   **Write**: "Our 4.2% engagement rate outperformed the industry average of 3.1%, indicating content strongly resonated with our target audience"
   
   ### Narrative Arc
   
   1. **Setup**: What we set out to do
   2. **Execution**: What we did
   3. **Results**: What happened
   4. **Analysis**: What it means
   5. **Recommendations**: What to do next
   ```

## Example

**User**: "Create an executive report for our holiday campaign: $50K spend, $165K revenue, 3.5M reach across 15 influencers"

**Output**:

```markdown
# Holiday Campaign 2024: Executive Summary

## Bottom Line: Campaign Exceeded All Targets ✅

**ROI: 230%** | **ROAS: 3.3:1** | **Revenue: $165,000**

### Investment & Return

| | |
|---|---|
| Investment | $50,000 |
| Revenue | $165,000 |
| **Net Return** | **$115,000** |

### Key Results

| Metric | Target | Actual | Status |
|--------|--------|--------|--------|
| Revenue | $100K | $165K | ✅ +65% |
| ROAS | 2:1 | 3.3:1 | ✅ +65% |
| Reach | 2M | 3.5M | ✅ +75% |

### Strategic Takeaways

1. **TikTok drove 60% of conversions** - Platform investment should increase
2. **Micro-influencers outperformed macro** - Better ROI at lower individual cost
3. **Product demo content converted 2x vs. lifestyle** - Inform future briefs

### Recommendation

Increase Q1 influencer budget by 25% with focus on TikTok micro-influencers and product-demo content strategy.

---
*Full analysis available upon request*
```

## Tips for Better Reports

1. **Know your audience** - Executive wants ROI, team wants details
2. **Lead with the headline** - Don't bury the lede
3. **Visualize key data** - Charts > tables for executives
4. **Provide context** - Benchmarks make numbers meaningful
5. **End with action** - Reports should drive decisions

## Related Skills

- [performance-analyzer](../performance-analyzer/) - Generate data for reports
- [roi-calculator](../roi-calculator/) - Calculate ROI figures
- [campaign-planner](../../plan/campaign-planner/) - Reference original plans
- [content-amplifier](../../convert/content-amplifier/) - Report on amplification results