Creative Reporting

Started in 2021 during a chaotic Black Friday Cyber Monday, I collected some data and turned it into a report to share with my boss. What started as a simple deck turned into a monthly report that transformed how the creative team operated.

In the very beginning, reporting was manual by looking at each Jira ticket and marking data into a spreadsheet. Over time, I expanded the reporting by adding new metrics, building detailed dashboards, and fully automating the process in 2025.

Reporting became a powerful tool for strategic decisions, spotting trends, and supporting my team.

  • The creative reporting helped the executive team decide to renew contracts with clients, as well as other factors.

Step 1: Auditing

Each monthly report began with an audit. Data from Jira was pulled into a spreadsheet by using the Jira extension. Formulas and scripts were used to pull the information needed and color code statuses. Since the formulas used to filter the correct information was case sensitive, a quick audit in Jira was conducted. Any tickets that did not filter through to the spreadsheet were corrected.

A snapshot of the audit in the spreadsheet. The data was automated to refresh hourly through the Jira extension.

The quick audit performed in Jira. Black was in Jira and Red was in the spreadsheet. If any were missing, then the original ticket was looked at to figure out why it was not showing up in the spreadsheet and corrected.

Step 2: Data Collecting

Using Jira API and scripts, specific dates and numbers were pulled based off of certain conditions. Example: When a specific user changed the status from “A” to “B”. The script was able to pull the date and time from the history of the ticket and placed in the spreadsheet.

The raw data from the Jira tickets

The data organized by some

Step 3: The Report

After all data was collected and checked, the report would be built out. This would be the version that was shared and reviewed with everyone from the copywriters and designers, VP of Creative Services, and Executives. Below are a few of the slides from the 16 page report.