So, how does this affect marketers, specifically in non-EU countries? More than you may think.

What are cookies?

Cookies are small text files that a web browser stores in a user’s device. Cookies store useful information about the user’s activities, allowing for a smoother user experience and giving feedback to the website owner for future improvements – for example, cookies allow a user to remain logged in to an email account, remember shopping lists on eCommerce sites and keep track of the user’s preferred language. Most cookies are generally not a security risk – the data collected is anonymous and cannot be traced back to a user or their device, and a cookie is a simple text file, not an executable script (the stuff that viruses and programs are made of). You can’t “run” a cookie.

Why are cookies useful?

Marketers depend on analytics data, and web analytics tools use cookies to gather information about visitors. These tools use first-party cookies, which means that the website receives non-personally-identifiable information from the visitor and can’t share it with other sites. The other type – third-party cookies – can track users over multiple websites. Marketers set up marketing objectives based on the insights they get from the analytics data, and come up with great ideas from the informed decisions they make based on it.

How does the new law affect marketers?

The new cookie law is a challenge because it requires users to opt in to cookies. In effect, no cookie may be lodged without the visitor’s specific permission.
Think about it – this will affect anyone running websites, email campaigns, apps, mobile sites, social networks and any other digital channel that tracks users with cookies. Anyone involved in these activities will need to explain in detail how their cookies work and what data is gathered, and users will actively need to consent to it.
While it is usually in the user’s interest to accept first-party cookies, recent debates, scares about online privacy and a lack of understanding about how cookies work may make them hesitant to give that permission up front, or at all.

The Information Commissioner’s Office (ICO) has posted the following preparatory steps for marketers:

• Audit the types of cookies and technologies that you are using.
• Assess the threat that the cookies pose for online users.
• Decide on the best strategy to get consent – this means clear consent from the user to be tracked on declared devices.

This gives you somewhere to start, but compliance is essential. Failure to comply could lead to enforcement action or a whopping fine of up to £500 000 – so this is serious stuff.

Hang on, I’m not in the EU…

…but your customers might be! While European businesses will be most vulnerable to the new law, those operating in other countries will also be affected due to the borderless nature of the web. If you plan on targeting European clients, then you need to comply with the law – simple as that. And judging by historical precedent, South Africa and other countries will probably follow in the EU’s legal footsteps eventually.

If this sounds complicated and onerous, it is. Even in Europe, many businesses do not know how they will ask for consent. At present, there is nothing to help them except a few guidelines. In the worst case scenario, billions of euros could be lost by online businesses if they can no longer use cookies to accurately measure their online efforts. In principle, it is a good law for the consumers (protecting them from unscrupulous usage of third-party cookie information), but there are many honest businesses, especially in eCommerce, that depend on cookie tracking.

Tips for best practice

If you want to comply with the new law and keep your consumers happy at the same time, here are some tips:

• Be transparent – explain clearly to users how and why you’re tracking their data, and assure them that they’re not in any danger.
• Get a head start on your customer permissions by asking users to voluntarily opt in (even though an opt-out system is still acceptable).
• Become a purveyor of excellent content – consumers will be happy to consent if you are offering something valuable or enjoyable.

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To help you along, here is a list of some of the major updates (algorithm updates and others) over the last year.

Panda/Farmer algorithm update — February 23, 2011

This update was designed to crack down on low quality sites (content farms, sites with thin content and sites with abnormal ad-to-content ratios) while providing higher rankings for quality sites that provide original content and information.

It was initially rolled out in the US, affecting 12% of its search results. It was then rolled out to all English-language Google users in April 2011. In August 2011, the Panda update was rolled internationally for both English-language queries and non-English queries except for Chinese, Japanese, and Korean. Google reported that this impacted 6-9% of queries in affected countries.

Google continues to update Panda regularly, improving on the actual algorithm periodically. 

Read more from Google: http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites-in.html

The +1 Button — March 30, 2011

While not an algorithm update, this button is Google’s answer to the Facebook Like. It allows users to influence search results for those in their Google+ circles. The more an advert or search result is +1’d by a user’s Google+ friends, the more likely they are to see the advert or search results. This affects both paid and organic search results.

Clicks on the +1 button next to the ads do not count as a paid ad click but advertisers will be able to see which adverts are getting the most +1s.

Read more from Google Recommendations when you want them 

Schema.org — June 2, 2011

In an effort to move towards even richer search results, the three search heavyweights (Google, Yahoo and Microsoft) joined forces to create a consolidated approached to structured data.

Essentially there are a whole lot of new html tags that can be used to markup content in a way that will be recognised by Google, Yahoo and Bing search engines. This information is then used by the search engines to enhance the search results displayed for users, ensuring relevancy.

This helps in a number of ways, for example:

• To provide Google Places will more accurate and detailed business listings.
• Improved recipe searches with data such as number of ingredients and cooking time

Visit schema.org

Expanded Sitelinks — August 16, 2011

Google introduced expanded sitelinks to make it simpler to find the subpage of a website a user is searching for. While sitelinks, which allow links to subpages of a website to be nested in organic search results, have been in place for some time, the expanded sitelinks update showed an overall improvement to the algorithms used for generating and ranking these links. The sitelinks were also rearranged into columns and displayed as a full-size link with a URL and one line of snippet text.

The expanded sitelinks only appear in the first result in organic search and generally only in broad brand-related searches (such as “Woolworths”). The expanded sitelinks are meant to help users navigate to the exact page of the website that they are interested in (such as “Store Finder” or “Contact Us”).

Initially, the update allowed for 12 links but was quickly limited down to 6.

• The evolution of sitelinks: expanded and improved (Google)
• Official: Google Sitelinks Expands To 12 Pack (SEL)

Pagination Elements — September 15, 2011

Pagination refers to the division of information on a website into different pages. For some time, certain sites had been flagged by search engine spiders as having duplicated material or involving themselves in bad practices because of problems created by pagination. To solve this issue, Google introduce the rel="next" and rel="prev" link attributes in their Pagination Elements update in September 2011. These HTML link elements can be used to indicate the relationships between subpages in a paginated series within a website, and helps Google send users to the most relevant page or URL (usually the first in the series). Sites implementing pagination may well have seen an improvement in their rankings, but sites that haven’t applied the link parameter wouldn’t have.

Visit the Google Blog to find out how to implement changes.

Query Encryption — October 18, 2011

Google announced that, for privacy reasons, they would be encrypting search queries. What this meant is that the keyword referral data (information about which keyword led to a user clicking on an organic search result) for users logged into Google would display as “(not provided)” in web analytics. This didn’t affect paid search analytics, however.
Read more from Google: Making search more secure

Here is our response:

• http://www.gottaquirk.com/2011/10/20/google-encrypted-search/
• http://www.gottaquirk.com/2012/05/21/the-reality-of-googles-masked-keyword-data/

Freshness algorithm update — November 3, 2011

Focusing on time-sensitive results and recent content, Google released an algorithm update that was designed to reward freshness. The update was to impact 35% of queries (3 times more than the impact of Panda 1.0).

The update ranks newer, high-quality sites higher when search queries are time dependent or time relevant. This can include sports results, news and other current events.

Webmasters should note that Google determines the “freshness” of a page at the time when the page was first crawled. This means that a page that was published and then later updated or changed would not be perceived as “fresh.”

Read more from Google: Giving you fresher, more recent search results

Search + Your World — January 10, 2012

Starting the year off somewhat controversially, Google announced in early 2012 that it would begin pushing Google+ social data and user profiles into search results. While it is not technically an algorithm change affecting traditional organic Google searches, the change affects users logged into their Google+ accounts along a new social vertical. It means that search results pages for these users are highly slanted towards sites linking to Google+ account holders, tying “author” links of different pages back to Google+ accounts.

Suggested pages and links are also heavily slanted towards Google+ pages.

Read more from Google: Search, plus Your World

And our take on the matter: http://www.gottaquirk.com/2012/01/24/google-search-plus-what-it-means-for-brands/

Ads Above The Fold — January 19, 2012

Without an official title, the January 2012 page layout algorithm update got the nickname “Top Heavy” in the SEO community. The update was specifically aimed at reducing the rankings of websites that Google deemed as having “too many” above the fold adverts. While the update affects less than 1% of all searches, sites that were affected were those where the ratio of adverts to content above the fold was particularly high.

Use the Google Browser Size tool to figure out how much of a page’s content is visible at first glance to visitors using various screen resolutions.
Websites making use of pop-ups, pop-under or overlay advertising tactics were not affected by this update.

Read more from Google: Page layout algorithm improvement 

Venice — February 27, 2012

As part of their on-going mission to make search easier and results more relevant to users, Google released the Venice update in February 2012.  It affects organic search results, ranking local sites higher regardless of whether the user enters a search with a location or city modifier (such as “Cape Town” or “Johannesburg”).

Read more from Kevin Gibbons of SEOptimise: Google Venice Update = Big Algorithm Boost for Local

Penguin — April 24, 2012

The Webspam Update (also known as “Penguin”) was aimed at reducing the rankings of sites using “blackhat” SEO techniques such as keyword stuffing and link schemes. To ensure that the revised algorithm isn’t gamed, Google is not releasing the exact details of the changes made. However, they advise webmasters to focus on creating “high quality sites that create a good user experience and employ white hat SEO methods instead of engaging in aggressive webspam tactics.”

Read more from Google: Another step to reward high-quality sites 

Knowledge Graph – 16 May, 2012

While this is not an algorithm update, Google is working to understand content and the relationships between things in the way that people do. The Knowledge Graph allows you to search for entities. An entity is something that exists online, although it might not have a material presence, such as distance or a nutritional rating. When searching, Google will return, not only the traditional search results, but other information relevant to your search query, drawing from more than simple keyword data. According to Google, the Knowledge Graph contains over 500 million objects, and over 3.5 billion facts about and relationships between these objects.

Read more from Google: Introducing the Knowledge Graph: things not strings

And a Quirk SEO conversation on the topic: http://www.gottaquirk.com/2012/05/25/googles-knowledge-graph-entries-in-search/

We’ll do our best to update and add to this list, so go on and bookmark it for future reference.

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Showing just how unstoppable Paralympic sportsmen and sportswomen are, this truly inspiring advert for the Canadian Paralympic Committee shows the massive obstacles that face many of these athletes. Filmed in a single-shot, the clip follows a single runner as he pushes past ambulances and accident scenes, wheel chairs and physical rehabilitation equipment, and ultimately makes it to the finish line.

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You may not automatically associate old-school vinyl records with trick shots, but a group of friends from the United States show us how it’s done. This video is a collection of clips of the guys performing a variety of their tricks and generally having a good time.

After only 2 days, the video had received 8 451 views.

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But what does this mean for search?

According to Juan Karstel, Engage Strategist at Quirk Cape Town, this could lead to increased emphasis on online brand strategies that are sustainable in the long run and not simply after quick wins and short term results. It also means less focus on manipulative link building techniques.

Tim Withers, Head of SEO at Quirk Cape Town also weighed in on the development.

“The concept of entities in search is an intriguing one; a search for the ‘Eiffel Tower’, for example, has yielded entity-type results for quite a while now, but this new implementation provides much more detailed info than before.

As always aim to build quality links

“I think it'll be a long time before Google is in a position to marginalise its link graph, and that building quality links in the traditional sense will be a significant part of any SEO strategy for the foreseeable future. “

Yet another ball to juggle

Tim suspects that, just as Google must have plans to extend the reach of social media to its traditional ranking metrics, it’ll look to do something similar with entities and the Knowledge Graph.

“There are more visual cues these days as to Google and Bing’s intentions, but that’s a double-edged sword. Previously, SEOs had to monitor keywords and sites on the SERPs to keep tabs on algorithm changes. Now it’s just as important to monitor Google’s presentation of results across the different verticals,” says Tim.

SEO could become even more of a PR and content game than it already is

Tim also suggested that Google was exploring options and that he wouldn't be surprised to see their algorithm give substantial weighting to the following sooner or later: 

• Citations or articles by reputable authors and publications (linked and unlinked)
• Mentions in relation to prominent entities or people (for example, a celebrity  mentioned in connection to your brand or site)
• Search activity and trends
• Social Media discussion (not just shares, Likes or tweets, but actual volume of discussion)

“Of course, there's an additional layer to this story, and that's one to do with ethics and the damage Google's doing to site owners by pushing greater volumes of "knowledge" out into the SERPs,” said Tim.

By pushing more data onto the search engine results pages, there is less and less need for users to visit websites, meaning less likelihood of conversions. Brands will need to further incentivise consumers to visit their online spaces. But that is a discussion for another day.

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‘Sup!

Yes, yes. You’ve finally made it. The Quirk Weekend Music Mix: QuirkStars share links to awesome music, we share some of those with you.  No fuss, all frills.

Yeasayer – Henrietta

Shared by Ben Brouckaert

Listen to the latest track from Brooklyn psychedelic art pop rockers (yes, that’s a thing now) Yeasayer, hot off their upcoming third studio album, Fragrant World. It’s a surprisingly easy listen, with a funky bass guitar intro. Nice.

Bob Dylan - Tangled Up In Blue

Shared by Gareth le Grange

Yesterday was Bob Dylan’s birthday. We’re celebrating with one of the best songs of all time (and that’s official), a live version of Tangled up in Blue. Enjoy.

Temple of the Dog - Hunger Strike

Shared by Gareth le Grange

Love Chris Cornell? Love grunge? Love Seattle? Okay, that could easily have been one question, but go ahead and crack open a tall glass of nostalgia with Temple of the Dog’s badass Hunger Strike.  Oh, and Eddie Vedder provides enough riffage to melt Adamantium.

How to Play Black Sabbath's 'Iron Man' On the Google Doodle Moog

Shared by Jason Warner

Remember Wednesday’s Google Doodle Moog? Of course you do. Learn how to play the iconic melody from Black Sabbath’s über-epic Iron Man courtesy of the champs over at Metal Hammer.

Modeselektor and Thom Yorke – This

Shared by Matt Wilkinson

We don’t want to give too much away, so go ahead and watch this amazing video for Modeselektor's collaboration with Thom Yorke, off former’s upcoming album Monkeytown. Musically, it’s exactly what you’d expect – and that’s a good thing. Visually, it’s pretty dark, chockfull of creepy childlike dolls and wooden puppets.

That’s it from us. We hope you enjoyed this week’s Quirk Weekend Music Mix. Because we’re all about sharing, we’d like to know what you are listening to. So go ahead, make our day.

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There are many clever web services out there that help us organise our lives, store photos, take photos and give meaning to information. Evernote, Dropbox, Instagram, Posterous, Blogger… the list goes on.

However, there are just too many little things all over the place vying for the attention of my poor brain. They’re all important right? They’re useful, they’re supposed to help me structure my life, store my information, my photos, the numerous links I share with friends and colleagues, as well as give me a sense of control. So why doesn’t it feel that way?

How can I engage in all my favourite things online and keep on top of things without my brain imploding?

Where’s The Future I Was Promised? Where’s My Jetp ack?

So, no jetpack yet. But wouldn’t it be grand if we could make the web work for us? Or more specifically make the myriad of web apps and services we’re subscribed to work so much better? It’s pretty much what the free web service, IFTTT sets out to do; automate tasks you would normally carry out yourself on the web.

So How Does It Work?

Before I jump into the “how” of it all, here are a few examples to get your brain abuzz with the possibilities. Say you want to save your Instagram images to your Dropbox or get the weather report sent to your phone every morning. With this site, you can do that. Want to greet a new Twitter follower? Ditto. You can even automate your job search.

Pull The Trigger

Channels, in this case your various web services; define triggers and actions, the basic building blocks of IFTTT. Here’s an example for you: If I post a new status message on Facebook then Tweet it, the first part is the trigger and the latter the action.

IFTTT also has pre-made tasks, called ‘recipes’, available so you can jump right in and use them straightaway. Once you’re comfortable with the concept you can start to create your own tasks to meet specific requirements.

Now you’re getting the picture, right? Super charged web services integration for the win. It’s like all your favourite web apps & services on steroids. No more needlessly destroyed brain cells trying to maintain all the mundane admin of them all.

To sum it up, IFTTT allows you to add more functionality and automation to your web apps by making them communicate with each other, without you having to launch an app or open a single browser window.

Is IFTTT For You?

You bet. Granted, it may seem a bit tough to grasp at first. But ask yourself this, would you rather do mundane repetitive tasks or take some time to set it up just right so you never have to worry about it again. Take out the drudgery out of repetitive tasks, unless of course you derive some perverse pleasure from it.

And that’s it, now that you got the low down on IFTTT put the Internet to work for you. You can (automatically) thank me later.

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Like many other social networks, it can be difficult to quantify the effect that investment in a social space has on your bottom line. Social influences are often higher up in the purchase cycle, and influence a consumer at the awareness stage, rather than being the source attributed for the conversion.  However, we have a few suggestions on ways to start measuring how much traffic Pinterest drives to your site and what content users are sharing and repinning.

How Much Traffic Does Pinterest Drive?

Referral Traffic

To view your own Pinterest traffic trends in Google Analytics, look under Traffic Sources > Sources > Referrals.

Pinterest may be one of the top 10 traffic drivers, but if it is not reflected in this list, a search for the term “pinterest” is required using the simple search filter at the top of the report you are viewing. This search will show you visits from both pinterest.com and m.pinterest.com (if you have traffic from these sites).

It is important to note that you can view traffic from each individual pin as they all have their own unique URL. To view this information, click on the pinterest.com item in the Referral traffic report. 

(Image: www.blueacorn.com)

If you have an eCommerce site, use the same method explained above, but click on the eCommerce tab (default view is the Site Usage tab) to see if this platform contributed to any conversions on your site.

Dashboards

You may want to keep a regular check on how your Pinterest efforts are paying off, so setting up a dashboard with scheduled email reports (this is one of the latest updates to the current version of Google Analytics) would be useful. Information included could be visits from Pinterest, percentage of visits from a mobile device, the content users are viewing and actions they took on the site. This will help to inform your Pinterest strategy and identify your followers’ interests for possible new boards.

For a step-by-step guide in setting up a dashboard, see this article.

Multi-Channel Funnels

I mentioned above that your efforts in a social space often influence a user at the awareness and consideration set. Most of the reports you view in Google Analytics will use a last click attribution (the conversion will be credited to the last source a user visited your site from).  So Pinterest may be the last source before a conversion or a user may have discovered a product she wants to purchase when visiting your site from a Pinterest board, but returns later via organic traffic to make the conversion. All is not lost – thanks to multi-channel funnels, you can identify where in the conversion process Pinterest sits.

A multi-channel funnel is a very valuable report and “shows you how your marketing channels work together to bring in visitors and generate conversions.”

You will find these reports under Conversions > Multi-Channel Funnels, but remember that if you don’t have eCommerce enabled or goals set up, this report won’t show any data. In the Assisted Conversions report, select the primary dimension as Source/Medium and use the simple search function to filter for “pinterest”. The information shown in the report will be the number of conversions Pinterest assisted in, as well as those conversions it was the last source for.

(Image: http://social-media-management-services.com/google-analytics-for-pinterest)

To unpack these Assisted Conversions, use the Top Conversion path report. As above, select Source/Medium as the primary dimension and filter for “pinterest”. This will show you how Pinterest works with the other channels and at what stage in the funnel it assists.

Who is Sharing Your Content on Pinterest?

So now you have an idea of how to measure the traffic to your site from Pinterest. It is also important to understand which of your content users are sharing. To view all the pins from your site, you can use this easy formula:

http://pinterest.com/source/yourdomain.com/

e.g. http://pinterest.com/source/quirk.biz/

This search will show you the original pins of your content, as well as the pinners, with the number of repins listed below. It will not show you information on any subdomains, as these are tracked separately and require a separate search.

There’s no time like today to start measuring your Pinterest traffic and thinking of ways to optimise how you use this exciting new platform.

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Research
By 2013, there will be over a billion HTML5-capable browsers in use – time to consider a switch?
Shared by Kurt Muller.

ReadWriteWeb

Great campaign
The Hellman’s mayonnaise campaign in Brazil detecs what you have in your shopping basket and suggests recipes based on that – cool!
Shared by Daniel Neville.

Food for thought
Here’s a great list of resources on mobile geolocation.
Shared by Teresa Pechau.

Dzinepress.com

Brain power
Meet the datasexual – the urbanite who’s obsessed with their personal digital data.
Shared by Carmia Lureman.

BigThink

Create

Great campaign
Nike turns users’ ‘sweat’ into currency – the more you run, the more credits you get towards Nike’s online auction.
Shared by Matt Wilkinson.

PSFK

Cool idea
To raise awareness for the Free Zimbabwe campaign, Facebook Friend requests were sent  from Robert Mugabe.
Shared by Teresa Pechau.

10and5

Fun stuff
What would happen if the characters in Game of Thrones had Instagram?
Shared by Daniel Neville.

Gram of Thrones - Tumblr

Engage

Research
It turns out people don’t like advertising, and are leading to its decline.
Shared by Catherine Scott.

Pandodaily

Great campaign
O2 achieved an incredible 117% engagement on their Priority Moments campaign.
Shared by Maryam Samee.

Mediaweek

Inspiration
Take a look at some of these awesome mobile designs.
Shared by Kurt Muller.

http://www.meer.li/

Lessons learnt
Take some valuable lessons out of this list of social media catastrophes (PDF doc).
Shared by Matt Swarts.

22Squared.com

Optimise

Research
Facebook has revamped its Success Stories tab with a new look and updated case studies.
Shared by Samantha Jackson.

Facebook Studio

Performance
Google’s adverts perform much better than Facebook’s – and here are some stats to back it up.
Shared by Stefan Schoof.

Business Insider

In fact, some companies – notable automotive giant GM – have decided to pull their Facebook adverts altogether.
Shared by Jason Warner.

NY Times

Mobile tech
FNB has pioneered a new way of cashless payment – based on mobile phone GPS.
Shared by Samantha Jackson.

ITweb.co.za

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The ultimate manifestation of the encryption was Google removing useful Google Analytics keyword data and replacing it with a far less useful “(not provided)” category. The (not provided) label is given to the collection of organic keywords used to find a website. Think of it like this: if Google had to hide all your organic keyword data in a dark room only they had access to, (not provided) would be what they put on the door.

According to Google, this was a decision based purely on the grounds of privacy protection. However, the online marketing fraternity argued that if Google really wanted to protect the privacy of its users, it would also encrypt search data of AdWords, which is of course Google’s number one source of revenue. To shed some light on this issue, check out this article on why Google might have made the change.

No Need to Panic

Some experts felt that this was Google’s way of finally clarifying how it felt about the SEO industry, with many speculating that this was the end of the industry altogether. But Matt Cutts, the head of Google’s webspam team, did his best to allay these fears by claiming that (not provided) will only have a single digit percentage impact on data. We needn’t worry.

This Has Not Been the Case

While (not provided) data started trickling in slowly, due to the fact that the update was a multiphase update - starting with Google.com and cascading down to local versions, it has started to pick up steam. The SSL update appears to have hit Google.co.za in mid-March and early indications point to the conclusion that Cutts was either misinformed or purposely gave misleading information.

How Much Keyword Data is Google Locking Away?

Well, taking the data from the website below as an example, we find that (not provided) has indeed risen sharply since the March update.

Looking at the above graph there are two key takeouts:

• Google’s predictions are off and (not provided) affects more data than communicated with 12.2% of data being affected in April alone.
• (not provided) is a growing trend with (not provided) data in May already creeping towards the 15% mark.

So What Does This All Mean?

First and foremost, it means adapting the metrics on which you report. Start by setting up (not provided) tracking in Google Analytics. A simple way to do this would be to set up and include a ”keyword containing (not provided)” advanced segment in Google Analytics. This way you can have the information at the touch of a button.

We’d then recommend including (not provided) in reports. Clients should be shown that (not provided) is now a third contender in the ongoing branded vs. unbranded data battle. If you are reporting on “number of referring keywords” data in particular, then numbers will be dropping as a result of the update. Including (not provided) data will help explain the discrepancy.

In the long term, we will all need a way around this. Check out an earlier post by Tim Withers, which sheds some light on how you can go about getting indicative keyword data.

Remember that when it comes to indicative data, you will need to extrapolate what you have in order to really dive into what it means. Unfortunately you’ll have to do this without brand/non-brand segmentation or conversion tracking in Google Analytics. Check out this tool, which will help in automating the process of extrapolating and assigning (not provided) to either a branded/non-branded segment. SEO tools FTW!

If Google has taught this industry nothing else, it’s that we need to be flexible to its changes. At Quirk we believe that a client is ultimately paying for a report and unfortunately that is where Google’s changes are most often reflected.  With this in mind, aim to build robust reporting templates, where metrics can be seamlessly added or removed, based on significant industry changes.

Ultimately, while Google is fairly good at making us aware of changes, which are often graciously implemented in phases, the reality is that metrics that are available one day might not be there the next. It is vital that you put yourself in a position where you can shift the focus of your reports based on a combination of what the client wants to see and what you have to work with.

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