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Data Visualization - Tracking & Reporting Automation - SMXL Milan


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Data visualisation is key for marketers who are looking to tell a better story about what they are doing that succeeded or what failed. Data visualisation also allows you to spot trends and gain deeper understanding of your data. Another factor to consider is reducing the manual aspects of reporting which are time consuming, prone to errors and soul sapping for many marketers.

Published in: Data & Analytics

Data Visualization - Tracking & Reporting Automation - SMXL Milan

  1. 1. 15, NOVEMBER 2017 Tracking & Reporting Automation David Iwanow SEO Manager, Global Deployments @ Schibsted
  2. 2. #SMXLmilan Brands I’ve worked with over the past 10 years
  3. 3. #SMXLmilan Join our team we are operating across 22 countries
  4. 4. #SMXLmilan Key items on benefits of visualising your data? 1. Makes for better story telling for what is going right/wrong 2. Allows for deeper analysis & new insights on your data 3. Discover issues earlier because data point breaks a trend 4. Can customize reports to match agency or client branding 5. Allows quick and easy comparison on complex data points 6. Forecast performance & measure success against KPIs 7. Reporting becomes easier, more consistent & repeatable 8. Slice data anyway (Tax, Calendar, QTR, MoM, YoY, WoW, Custom)
  5. 5. #SMXLmilan Key items on full or partial automation of reporting? 1. Reduces human errors (typos, wrong months, wrong client) 2. Quicker insights & reporting… not spending 3 days in excel 3. Reporting becomes more scalable 4. Standardize your reporting based on project type or budgets 5. Single points of failure are reduced 6. The task becomes less tedious 7. Offer reporting in almost real-time if you want 8. Include any data point (offline sales, phone logs, store visits) 9. Focus on actual insights instead just doing data entry tasks
  6. 6. #SMXLmilan What connectors does Data Studio Support?
  7. 7. #SMXLmilan Why start with Google Data Studio for reporting? 1. It’s free so everyone can afford to use it 2. It’s in Beta so expect not everything works as expected or may change 3. Easily connect with several Google products 4. Sharing and controlling access is same as most Google Doc products 5. It’s self hosted so no need for IT resources to get up and running 6. You need to start improving your reporting somewhere
  8. 8. #SMXLmilan Google has a few pre-built templates like this
  9. 9. #SMXLmilan Quickly understand how your AMP pages are failing
  10. 10. #SMXLmilan Pre-built AdWords reports can be customised
  11. 11. #SMXLmilan See top level insights quicker than AdWords interface
  12. 12. #SMXLmilan Easily understand organic performance of top pages
  13. 13. #SMXLmilan How can you use DataStudio for SEO insights?
  14. 14. #SMXLmilan How can you use DataStudio for device performance
  15. 15. #SMXLmilan How can you use DataStudio for CTR insights?
  16. 16. #SMXLmilan How can you use DataStudio for CTR insights?
  17. 17. #SMXLmilan How can you use DataStudio link building insights
  18. 18. #SMXLmilan Clean up your exported data ready for DataStudio import
  19. 19. #SMXLmilan Ensure field data type aligns & data format is correct
  20. 20. #SMXLmilan Offer an interactive dashboard to visualise your data
  21. 21. #SMXLmilan Why don’t I use Google Data Studio for reporting? 1. It’s still a really simple reporting platform 2. There is no real support channels for the platform 3. Not enough consultants that offer technical support/setup 4. Not enough pre-built templates exist 5. Data can differ from GSC interface & GDS report 6. Can’t easily combine data sets in one dashboard 7. Cloud based and often is slow to refresh data 8. It only supports mainly Google platforms 9. Very little granular control of what data you import via filters 10. Can’t easily clean up what data you import 11. Filters are of limited use when trying to clean up your data 12. Have to change date format to use US format
  22. 22. #SMXLmilan Tableau supports connections to a file or a server/cloud
  23. 23. #SMXLmilan Tableau also supports web data connectors
  24. 24. #SMXLmilan Why do I prefer Tableau for data visualisation 1. It’s a steep learning curve but you can build your own dashboards 2. They have plenty of support channels and certified consultants 3. More control over reformatting & cleaning imported data 4. More control over visualisations, charts and graphics 5. Have the ability to work with your data offline 6. More options for interactivity with dashboards
  25. 25. #SMXLmilan Visualise data from Majestic on SEO landscape
  26. 26. #SMXLmilan Understand how competitors changed over last 7 days
  27. 27. #SMXLmilan Split out brand/non-brand traffic in a simple way
  28. 28. #SMXLmilan Track HP vs NonHP and annotate significant changes
  29. 29. #SMXLmilan Understand the number of URLs driving traffic by page type
  30. 30. #SMXLmilan Visualise under performance in featured SERPs
  31. 31. #SMXLmilan Visualize the share of voice performance
  32. 32. #SMXLmilan Visualize your link building activities
  33. 33. #SMXLmilan Visualize your Google Search Console data
  34. 34. #SMXLmilan Visualize changes to DeepCrawl data over time
  35. 35. #SMXLmilan Visualize your load performance against competitors
  36. 36. #SMXLmilan