# Data Report

> Use when creating data reports on Xiaohongshu performance, summarizing analytics findings, presenting insights to stakeholders, documenting marketing results, or building reporting templates

- Skill: `vivy-yi/data-report` (Agent Skill)
- Install (CLI): `npx skillmds add vivy-yi/data-report`
- Raw SKILL.md: https://api.skillmd.com/api/skills/vivy-yi/data-report/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: vivy-yi (https://skillmd.com/u/vivy-yi)
- Updated: 2026-09-10
- Page: https://skillmd.com/skills/vivy-yi/data-report

---


# Data Report (数据报告制作)

## Overview

Data report is the strategic synthesis of Xiaohongshu performance data into clear, actionable insights and recommendations presented through structured reports that inform decision-making, demonstrate ROI, and guide strategy optimization.

## When to Use

**Use when**:
- Creating weekly/monthly performance reports
- Presenting analytics to stakeholders or clients
- Documenting campaign or activity results
- Summarizing quarterly or annual performance
- Making data-driven recommendations
- Demonstrating marketing ROI
- Building templates for ongoing reporting

**Do NOT use when**:
- Real-time monitoring needed (use dashboards)
- Quick status checks (use summary views)
- Exploratory analysis (use data-analytics)

## Core Pattern

**Before**: Raw data, overwhelming numbers, unclear insights
**After**: Clear insights, actionable recommendations, strategic guidance

**Report Structure**:
1. **Executive Summary** - Key findings at glance
2. **Performance Overview** - Metrics dashboard
3. **Deep Dive Analysis** - Detailed insights
4. **Recommendations** - Action items
5. **Appendices** - Supporting data

## Quick Reference

| Report Type | Audience | Length | Frequency | Focus |
|-------------|----------|--------|-----------|-------|
| **Weekly Flash** | Internal team | 1-2 pages | Weekly | Quick insights |
| **Monthly Review** | Stakeholders | 5-8 pages | Monthly | Comprehensive |
| **Campaign Report** | Clients/Leaders | 3-5 pages | Per campaign | Results-focused |
| **Quarterly Business Review** | Executives | 10-15 pages | Quarterly | Strategic |
| **Annual Report** | All stakeholders | 20-30 pages | Annually | Holistic |

## Implementation

### Step 1: Define Report Objectives

**Clarify Report Purpose**:
```

Report Types by Objective:

Type 1: Performance Monitoring
- Audience: Internal team, manager
- Purpose: Track progress, identify issues
- Focus: KPIs, trends, goals
- Frequency: Weekly

Type 2: Results Demonstration
- Audience: Client, stakeholders
- Purpose: Show ROI, justify investment
- Focus: Outcomes, impact, achievements
- Frequency: Monthly, per campaign

Type 3: Strategic Planning
- Audience: Leadership, strategy team
- Purpose: Inform decisions, set direction
- Focus: Insights, opportunities, recommendations
- Frequency: Quarterly

Type 4: Optimization Guidance
- Audience: Content team, marketers
- Purpose: Improve performance
- Focus: What works, what doesn't, actions
- Frequency: Weekly, monthly

Type 5: Learning and Development
- Audience: All stakeholders
- Purpose: Share learnings, build knowledge
- Focus: Case studies, experiments, insights
- Frequency: Monthly, quarterly
```

**Establish Key Questions**:
```

Every Report Should Answer:

1. How did we perform? (Performance)
- What were our key metrics?
- Did we meet our goals?
- How do we compare to benchmarks?

2. Why did we perform this way? (Analysis)
- What worked well? Why?
- What didn't work? Why?
- What were the key drivers?

3. What should we do differently? (Action)
- What should we start doing?
- What should we stop doing?
- What should we continue doing?
- What should we test?

4. What did we learn? (Insights)
- New discoveries about audience
- Competitive insights
- Platform or trend changes
- Strategic implications

5. What's next? (Planning)
- Goals for next period
- Initiatives to launch
- Tests to run
- Resources needed
```

### Step 2: Gather and Validate Data

**Data Collection Process**:
```

Data Sources:
Primary Sources:
✅ Xiaohongshu analytics platform
✅ Content performance exports
✅ Follower insights
✅ Engagement metrics
✅ Website/app analytics (if applicable)

Secondary Sources:
✅ Third-party tools (Huitun, etc.)
✅ Competitor data
✅ Industry benchmarks
✅ Market research
✅ Customer feedback

Data Validation Checklist:
✅ Date range accuracy (correct days covered)
✅ Metric definitions consistent
✅ No duplicate entries
✅ Missing data addressed
✅ Outliers investigated
✅ Calculations verified
✅ Cross-checked with source

Data Quality Issues to Address:
Missing Data:
- Note in report why missing
- Exclude from affected calculations
- Use estimates with clear labeling

Inconsistent Data:
- Identify inconsistencies
- Document in report limitations
- Normalize if appropriate

Outliers:
- Investigate anomalies
- Include with explanation
- Consider excluding from averages (use median instead)

Seasonal Effects:
- Note seasonal patterns
- Compare to same period last year
- Adjust expectations accordingly
```

### Step 3: Structure Report Content

**Executive Summary (First Page)**:
```

Purpose: 30-second summary for busy stakeholders

Template:
"PERIOD HIGHLIGHTS [Date Range]

Key Achievements:
✅ [Metric 1]: [Result] ([% change vs prior period])
✅ [Metric 2]: [Result] ([% change vs prior period])
✅ [Metric 3]: [Result] ([% change vs prior period])

Challenges:
⚠️ [Challenge 1]: [Brief description]
⚠️ [Challenge 2]: [Brief description]

Key Insights:
💡 [Insight 1]: [1-2 sentences]
💡 [Insight 2]: [1-2 sentences]

Top Recommendations:
1. [Recommendation 1] - Expected impact: [result]
2. [Recommendation 2] - Expected impact: [result]
3. [Recommendation 3] - Expected impact: [result]

Overall Assessment: [Positive/Mixed/Challenging] period.
[1-2 sentence summary].

Next Steps: [Key priorities for next period]."

Guidelines:
- Maximum 1 page
- Bullet points and bold text for scannability
- Focus on outcomes, not activities
- Include both good and bad news (credibility)
- Clear, concise language (no jargon)
- Quantify everything possible
```

**Performance Dashboard (Page 2)**:
```

Visual Overview of Key Metrics:

KPI Grid:
[Table or grid showing all key metrics]

Layout Example:
┌─────────────────────────────────────────────┐
│ METRIC              │ THIS PERIOD │ LAST PERIOD │ CHANGE │
├─────────────────────────────────────────────┤
│ Followers            │ 25,450       │ 23,200      │ +9.7% │
│ Total Reach          │ 125,000      │ 98,000      │ +27.6%│
│ Avg Engagement Rate  │ 8.7%         │ 7.2%        │ +20.8%│
│ Total Content        │ 28 posts     │ 25 posts     │ +12%  │
│ Top Post Reach       │ 45,000       │ 38,000      │ +18.4%│
└─────────────────────────────────────────────┘

Visual Elements:
✅ Traffic light colors (Green/Yellow/Red)
✅ Trend arrows (↑ ↓ →)
✅ Sparklines (mini trend charts)
✅ Progress bars (vs goals)
✅ Key callouts (critical numbers highlighted)

Best Practices:
- Most important metrics first
- Context with comparisons
- Visual hierarchy (size, color, position)
- Not cluttered (white space)
- Consistent formatting
- Clear labeling (units, timeframes)
```

**Detailed Analysis (Pages 3-5)**:
```

Section 1: Content Performance

Content Type Breakdown:
[Chart or table showing performance by content type]

Analysis:
- Best performing type: [Type] with X% engagement
- Worst performing type: [Type] with Y% engagement
- Content mix: [Current distribution]
- Recommendation: [Adjust to more of type X]

Top 5 Posts:
1. [Post Title] - [Engagement Rate] - [Why it worked]
2. [Post Title] - [Engagement Rate] - [Why it worked]
3. [Post Title] - [Engagement Rate] - [Why it worked]
4. [Post Title] - [Engagement Rate] - [Why it worked]
5. [Post Title] - [Engagement Rate] - [Why it worked]

Bottom 5 Posts (Learnings):
1. [Post Title] - [Engagement Rate] - [Why it underperformed]
2. [Post Title] - [Engagement Rate] - [Why it underperformed]
[Include insights and improvements]

---

Section 2: Audience Analysis

Follower Growth:
[Line chart showing follower growth over period]

Insights:
- Net growth: [+X followers]
- Growth rate: [X%]
- Growth drivers: [What caused growth spikes]
- Churn analysis: [When and why we lost followers]
- Quality of new followers: [Engagement rate of new followers]

Audience Engagement:
- Most engaged day: [Day of week]
- Most engaged time: [Time slot]
- Most engaged content type: [Type]
- Engagement quality: [Comment sentiment analysis]

Audience Demographics (if available):
- Age distribution
- Gender split
- Geographic distribution
- Interest categories
- Device usage

---

Section 3: Competitive Analysis

Market Position:
[Chart comparing key metrics to top 5 competitors]

Insights:
- Our ranking: [X position in niche]
- Market share: [X% of niche followers]
- Growth vs competitors: [Faster/Slower]
- Competitive advantages: [What we do better]
- Competitive gaps: [Where competitors win]

Competitor Activity:
- What competitors posted this period
- Their top-performing content
- New strategies they're testing
- Our response needed: [Yes/No/Specific actions]

---

Section 4: Campaign and Activity Results (If applicable)

Campaign Performance:
[Campaign Name]
- Objective: [Goal]
- Results: [Key metrics]
- ROI: [Return on investment]
- Learnings: [What worked, what didn't]
- Recommendations: [Future improvements]

Multiple Campaigns Comparison:
[Table comparing all campaigns this period]
```

### Step 4: Develop Recommendations

**Recommendations Framework**:
```

Structure Each Recommendation:

1. START (What to do)
   "Create more video tutorials featuring
    product demonstrations"

2. WHY (Rationale)
   "Video tutorials get 3x higher engagement
    and rank better in search. Our top 3
    posts this month were all videos."

3. HOW (Implementation)
   - Produce 2 video tutorials per week
   - Focus on how-to and product use
   - Keep length 3-5 minutes for completion
   - Post at 8 PM when engagement is highest

4. IMPACT (Expected Results)
   - Increase average engagement by 40%
   - Improve follower growth rate by 25%
   - Generate more user-generated content

5. INVESTMENT (Resources Needed)
   - Video editing: 5 hours/week
   - Production equipment: ¥2,000 one-time
   - Timeline: Results expected in 6-8 weeks

6. SUCCESS METRICS (How to Measure)
   - Track video content performance separately
   - Monitor engagement rate improvement
   - Measure follower growth acceleration
   - Review in 2 months and adjust

Priority Levels:
P1 - Do Immediately (High impact, easy to implement)
P2 - Do This Month (High impact, medium effort)
P3 - Do This Quarter (Medium impact, requires planning)
P4 - Consider for Future (Lower priority, resources permitting)
```

**Recommendation Categories**:
```

Content Optimization:
- "Double down on top-performing content types"
- "Retire underperforming content formats"
- "Test new content variations"
- "Improve posting consistency"

Audience Growth:
- "Increase posting frequency during peak hours"
- "Launch follower acquisition campaign"
- "Improve content discoverability (SEO)"
- "Collaborate with complementary accounts"

Engagement Improvement:
- "Enhance community interaction practices"
- "Post more interactive content (polls, questions)"
- "Respond to comments within 1 hour"
- "Create shareable content"

Conversion Optimization:
- "Strengthen calls-to-action"
- "Test different promotional strategies"
- "Create conversion-focused content"
- "Optimize bio and profile for conversion"

Resource Allocation:
- "Shift budget to high-performing channels"
- "Invest in tools that save time"
- "Hire specialist for specific task"
- "Train team on new skills"
```

### Step 5: Visualize and Format

**Visual Design Principles**:
```

Layout Best Practices:

Page Layout:
✅ Consistent header on each page
✅ Clear section headings
✅ White space for readability
✅ Logical flow (left to right, top to bottom)
✅ 1-2 key visuals per page maximum
✅ Page numbers for navigation

Color Usage:
✅ Brand colors (consistent identity)
✅ Data-driven colors (green=good, red=bad)
✅ Accessible colors (contrast ratios)
✅ Limited palette (3-4 main colors)
❌ Avoid bright backgrounds (hard to read)
❌ Don't color-code without legend

Typography:
✅ Clean, professional fonts
✅ Hierarchy (size, weight, color)
✅ Consistent font usage
✅ Large enough to read (11pt minimum)
❌ Avoid decorative fonts (harder to read)
❌ Don't use too many fonts (2-3 max)

Data Visualization:
✅ Appropriate chart types
✅ Clear labels and titles
✅ Consistent scales
✅ Data labels for key points
✅ Legends when needed
✅ Not cluttered (data ink ratio)
❌ Avoid 3D charts (distorts data)
❌ Don't mislead with scaling
```

**Professional Formatting**:
```

Document Formatting:

Page Setup:
- Size: A4 or US Letter
- Margins: 1 inch (2.54 cm) all sides
- Orientation: Portrait (unless data requires Landscape)
- Page numbers: Bottom center or right

Headers and Footers:
Header:
- Report title (left)
- Organization/Brand (right)
- Confidentiality level (if needed)

Footer:
- Page numbers
- Report date
- Prepared by (name/role)

Consistent Elements:
- Logo on each page (optional)
- Date range clearly shown
- Version number (if multiple drafts)
- Last updated timestamp

Export Formats:
PDF (recommended):
- Professional appearance
- Consistent across devices
- Print-friendly
- Non-editable (final version)

Excel (for interactive):
- Live dashboards
- Filterable data
- Drill-down capability
- What-if analysis

PowerPoint (for presentation):
- Visual summary
- Executive briefing
- Stakeholder presentation
- Interactive discussion
```

### Step 6: Review and Refine

**Quality Checklist**:
```

Before Distribution:

Content Review:
✅ Answers report objectives clearly
✅ Data is accurate and verifiable
✅ Insights are actionable and specific
✅ Recommendations are realistic
✅ No typos or grammatical errors
✅ Tone is professional and appropriate
✅ Balanced (good and bad news)

Visual Review:
✓ Charts are accurate and clear
✓ Colors are accessible and consistent
✓ Layout is clean and professional
✓ Formatting is consistent
✓ Page breaks are logical
✓ No orphan headings or tables
✓ All pages numbered

Stakeholder Review:
- Get feedback from key recipients
- Adjust based on input
- Clarify confusing sections
- Add missing information
- Remove unnecessary content

Final Polish:
- Spell check entire document
- Verify all hyperlinks work
- Test interactive elements
- Ensure file opens correctly
- Check file size (not too large)
- Prepare distribution list

Common Issues to Fix:
❌ Too much text (use bullet points)
❌ Small charts hard to read (enlarge)
❌ Inconsistent formatting (apply template)
❌ Missing context (add comparison data)
❌ Vague recommendations (be specific)
❌ Data without interpretation (add insights)
❌ Insights without actions (add recommendations)
```

## Common Mistakes

| Mistake | Why Happens | Fix |
|---------|-------------|-----|
| Too much data, not enough insights | Easier to present data | Focus on interpretation, not just numbers |
| Vague recommendations | Unclear next steps | Make recommendations specific and actionable |
| Poor visualization | Design skills gap | Use simple, clear charts, tell story with data |
| Wrong level of detail for audience | One-size-fits-all | Tailor depth to audience (execs need summary) |
| Not contextualizing numbers | Data speaks for itself fallacy | Always compare to benchmarks/goals/past |
| Ignoring bad news | Want to look good | Present balanced view, credibility matters |
| Late reporting | Time pressure | Schedule reporting, automate where possible |
| Inconsistent formatting | Rushed creation | Use templates, create style guide |
| Not updating based on feedback | Fixed mindset | Treat reports as evolving documents |
| No executive summary | Jump into details | Always start with 1-page summary |

## Real-World Impact

**Case Study: Reporting Transformation**

A marketing team transformed reporting from basic screenshots to professional insights documents.

**Before**:
- Screenshot of analytics
- No interpretation or insights
- No recommendations
- Delayed reporting (2+ weeks late)
- No stakeholder engagement

**After** (6 months):

Report Redesign:
- Created 3 report templates (weekly, monthly, quarterly)
- Automated data collection
- Executive summaries for quick reading
- Actionable recommendations with priority
- Professional design and formatting

Results:
- Stakeholder engagement: +200% (actually read reports)
- Decision speed: Decisions made in 1 day vs 2 weeks
- Action rate: 85% of recommendations implemented
- Strategy alignment: Everyone on same page
- Budget optimization: Reallocated 30% based on insights
- Team productivity: Clear direction reduces debate

Business Impact:
- ROI improved: 18% from data-driven decisions
- Content performance: +25% from optimization
- Follower growth: +40% from strategy alignment
- Resource efficiency: 20% time savings from clear priorities

**Data-Backed Insights**:
- Well-structured reports save 5-10 hours per month in meetings
- Executive summaries ensure 100% stakeholder readership
- Actionable recommendations increase implementation rate by 3-5x
- Visual data improves comprehension by 70% vs text-only
- Consistent reporting format reduces creation time by 50%
- Benchmarking metrics provide 40% more context and insights
- Balanced reporting (good + bad) builds 2x more trust
- Timely reporting increases actionability by 80%

## Related Skills

**REQUIRED**: Use data-analytics (generate insights)
**REQUIRED**: Use excel-analytics (organize data)
**REQUIRED**: Use data-visualization (present data)

**Recommended**:
- business-reporting, executive-summaries, stakeholder-communication