Jeff Sauer Utah Digital Marketing Conference 2019 Learn more at: utahdmc.org Digital marketing is a whole lot of fun – until reports are due to begin the month. Then it gets downright ugly. That is, for those marketers who aren’t on the Google Data Studio train. In this session, you will learn how to develop automated reporting across all several digital marketing channels using Google Data Studio, begin to understand the data connectors available to pull data, and receive a download link to a template you can use for your next SEO reporting session. If you dread reporting each month, you will love this actionable session from analytics expert Jeff Sauer.

1. SavingHundreds of Hours a
Year Reporting with Google
Data Studio

2. Time
These reporting techniques can save you
hundreds of hours a year

3. @jeffalytics
I’ve been travelingfulltime since2015

4. What would you rather do?
OR
Manual Data Entry

5. What would you rather do?
OR Visit Hobbiton in New Zealand
OR
Manual Data Entry

6. Troubleshoot conversion
tracking
What would you rather do?

7. What would you rather do?
OR
OR Fly a Drone in New Caledonia
Troubleshoot conversion
tracking

8. What would you rather do?
Create a blended PPC
Report

9. What would you rather do?
OR Explore Temples in Cambodia
OR
Create a blended PPC
Report

10. @jeffalytics
ManualReporting?

11. @jeffalytics
But seriously, anyone here love
reporting?

12. @jeffalytics

13. @jeffalytics
Same here…

14. @jeffalytics
But it’s necessary

15. @jeffalytics
Platform
Screenshots
Manual
Excel
Reporting
Automate
Data
Collection
Data
Warehouse
Automatic
Monthly
Reports
How I’veevolvedmyapproach to PPC reporting

16. @jeffalytics
This was howI first delivered reports

17. “Umm… Your campaign had
156 clicks on 12,291 Impr.
with a 0.64% Conv. Rate”

18. @jeffalytics
Platform
Screenshots
Manual
Excel
Reporting
Automate
Data
Collection
Data
Warehouse
Automatic
Monthly
Reports
How I’veevolvedmyapproach to reporting

19. @jeffalytics
I was super PROUD of this…

20. “Uhh… The blue line is
bigger so that means it’s
important!”

21. @jeffalytics
Platform
Screenshots
Manual
Excel
Reporting
Automate
Data
Collection
Data
Warehouse
Automatic
Monthly
Reports
How I’veevolvedmyapproach to reporting

22. @jeffalytics
This was REVOLUTIONARY!

23. “Hrrm… I spent all night
getting this to work, but it
broke so I did it manually”

24. @jeffalytics
Platform
Screenshots
Manual
Excel
Reporting
Automate
Data
Collection
Data
Warehouse
Automatic
Monthly
Reports
How I’veevolvedmyapproach to reporting

25. “Youch… it’s going to take a
developer HOW LONG to
get this done?”

26. @jeffalytics
Platform
Screenshots
Manual
Excel
Reporting
Automate
Data
Collection
Data
Warehouse
Automatic
Monthly
Reports
How I’veevolvedmyapproach to reporting

27. “Blargh! Wake up Jeff… You
are dreaming, this never
runs smoothly”

28. @jeffalytics
Automated
reporting is the
dream

29. @jeffalytics
So you can spend time making
improvements to results
Automations break

30. @jeffalytics

31. @jeffalytics
Or do you?

32. @jeffalytics
I’mguessing you’veheard of GoogleData Studio by now and
probably used it

33. @jeffalytics

34. @jeffalytics
GDS allows marketers to gather data
automatically, without hiring a
developer

35. @jeffalytics
Let me show you how to use Data
Studio to streamline reporting
across platforms

36. @jeffalyticsSource: http://www.motaen.com/wallpapers/view/id/996
ThreeStagesof Building Reports using Google Data Studio

37. @jeffalytics
Stage 1: Go Analog
Analog
Report
Inspiration

38. When I build a report…
It often starts off like this
(because Iscrewup and
changemy mind a thousand
times)

39. @jeffalytics
Stage 2: Introduce Technology
Gather data and
finalize report
template

40. I start my reports in Excel
becauseit has right level of
control and formatting
options (and it can handle
data well)

41. Then I make tweaks to the
format for presentation,
printing, and clarity

42. Eventually, I achievethe
format I’m seeking after 3-5
attempts

43. @jeffalytics
Stage 3: Make it look good
Collect the
right data
and present
results

44. In this phase, I start build
reports in Google Data
Studio

45. And connect with all my
data sources

46. Finally, onceyou have the
data, you can start tomake
it look pretty!

47. @jeffalytics
Before you
build…

48. @jeffalytics
Data Studio has several strengths
and weaknesses

49. @jeffalytics
You can connect natively to Google
products for free
Strengths of Data Studio

50. @jeffalytics
Third-party connectors allow you to
pull in data from major online
platforms
Strengths of Data Studio

51. @jeffalytics
You can blend multiple sources into
a single report with aggregated data
Strengths of Data Studio

52. @jeffalytics
It handles data quickly, (relatively)
efficiently, and in a scalable manner
Strengths of Data Studio

53. @jeffalytics
They have a great team of
developers and the product keeps
on improving
Strengths of Data Studio

54. @jeffalytics
Google Data Studio product development
Keep up to date here: bit.ly/gdsreleases

55. @jeffalytics
What about weaknesses?

56. @jeffalytics
Third party connectors cost money
and perform slower than native
connections
Weaknessesof Data Studio

57. @jeffalytics
The product is still fairly buggy and
you WILL encounter frustrations
along the way
Weaknessesof Data Studio

58. @jeffalytics
It’s difficult to distribute a single
report to all your clients with a
single click
Weaknessesof Data Studio

59. @jeffalytics
You don’t have as much control over
data as a home-grown system
Weaknessesof Data Studio

60. @jeffalytics
If money + aesthetics are your thing,
then Strengths > Weaknesses+ the
value proposition gets stronger each
month!

61. @jeffalytics
Let’s build a
report in Data
Studio

62. @jeffalytics
This report will cover PPCresults
across multiple platforms

63. @jeffalytics
Step 1: Go Analog
Analog
Report
Inspiration

64. Here’s what I had in mind
for a PPC report

65. @jeffalytics
Stage 2: Introduce Technology
Gather data and
finalize report
template

66. @jeffalytics
What data is available for your
reporting needs?

67. @jeffalytics
Probably morethan you need!

68. @jeffalytics
Gathering data from Google Ads…

69. @jeffalytics
Accessto 100+fields through Google Ads API

70. @jeffalytics
What about the other platforms?

71. @jeffalytics
Key tool for PPC Reporting: Supermetrics

72. @jeffalytics
Gathering data from Facebook Ads

73. @jeffalytics
My current connectorof choice

74. @jeffalytics
Facebook API has waytoo many fields

75. @jeffalytics
Gathering datafrom Bing Ads (familiar faces)

76. @jeffalytics
More data than you’llever need…

77. @jeffalytics
Combine datafrom the platforms
using data blending

78. It’s possible (but difficult) to
blend data across sources

79. Use naming conventions to
ensure ease ofbuilding
reports

80. Create calculated fields or
any other newdata specific
to your report

81. Output to a table to see
what you have and check
for data errors & anomalies

82. Seewhich of your metrics
areavailable by developing
a low-fi prototype report

83. @jeffalytics
Eveneasier:Use theSupermetricsPaid Advertising Connector

84. @jeffalytics
Stage 3: Make it look good
Collect the
right data
and present
results

85. Default themes in Data
Studio arepretty lacking

86. @jeffalytics
So either light or dark

87. @jeffalytics
My recommended way of building
reports?

88. @jeffalytics
Steal borrow inspiration from others

89. @jeffalytics
Start witha proven templateand makea copy Copy the
template

90. @jeffalytics
Findideas in theData Studio CommunityReport Gallery
https://datastudiogallery.appspot.com/gallery?category=community

91. @jeffalytics
Work your data into the report format

92. @jeffalytics
This is where Data Studio gets abit messy

93. @jeffalytics
Real Talk: Google Data Studio often
feels like a beta program

94. @jeffalytics
But I have confidence it will only get
better

95. @jeffalytics
Here’swhat it looks like when you
pull it together

96. My Automated report for
Google, Facebook andBing
Ads

97. This report has 4 pages of
data - all automated

98. @jeffalytics
Year in Review Report

99. My Automated report for
Google Analytics annual
reporting

100. @jeffalytics
ACES Strategy Dashboard

101. My Automated report for
checkingon your annual
strategy

102. @jeffalytics
SEO Results with GA + Search
Console + Keyword Hero

103. My Automated report for
SEO performance
monitoring

104. @jeffalytics
I’m giving away these templates to
attendees for free!

105. @jeffalytics
www.datadrivenu.com/utahdmc2019/

106. @jeffalytics
Happy timesaving!

107. Thank You! JeffSauer
Founder of DataDriven and Jeffalytics
jeff.sauer@datadrivenu.com
Get thetemplate here:
www.datadrivenu.com/utahdmc2019/