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SearchLeeds 2019 - Sam Noble - Put your money where your data is

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In a world where we are taking advantage of a variety of different marketing channels, how do we report effectively to understand which channel is responsible for the business growth? And how do we do this without having someone crunching numbers for hours and even days each month? During this highly actionable session, Sam introduces you to Google Data Studio and SuperMetrics, showing you how to visualise data from different channels easily, helping you to use data to dictate where you should allocate your marketing budgets and more.

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SearchLeeds 2019 - Sam Noble - Put your money where your data is

  1. 1. SamJaneNoble Put your money where your mouth data is (and regain 3+ days a month) S A M N O B L E S E A R C H L E E D S 1 9
  2. 2. How much time do we spend reporting?
  3. 3. I asked over 150 people how long they spend reporting for a single business each month
  4. 4. SamJaneNoble#SEARCHLEEDS Up to 1 day 1 to 2 days 2 to 3 days 3 days + ? ? ? ?
  5. 5. SamJaneNoble#SEARCHLEEDS 32% Up to 1 day 27% 1 to 2 days 7% 2 to 3 days 34% 3 days +
  6. 6. Which platforms do we use for reporting?
  7. 7. Over 450 people answered this survey on which platforms they use for reporting
  8. 8. SamJaneNoble#SEARCHLEEDS Microsoft Excel Google Sheets Data Studio Other Tools ? ? ? ?
  9. 9. SamJaneNoble#SEARCHLEEDS 34% Microsoft Excel 22% Google Sheets 34% Data Studio 10% Other Tools
  10. 10. I want to show you how you can save yourself days by automating your reporting
  11. 11. THE TOOLS Data Studio & SuperMetrics
  12. 12. SamJaneNoble#SEARCHLEEDS Google Data Studio
  13. 13. SamJaneNoble#SEARCHLEEDS The Google Data Studio Timeline US Public Beta launched June 2016
  14. 14. SamJaneNoble#SEARCHLEEDS The Google Data Studio Timeline US Public Beta launched Google removed 5 report limit June 2016 February 2017
  15. 15. SamJaneNoble#SEARCHLEEDS The Google Data Studio Timeline US Public Beta launched Google removed 5 report limit Two year Beta testing period ended June 2016 February 2017 September 2018
  16. 16. Over 500 official data sources available.
  17. 17. Connect, Visualise & Share
  18. 18. The GDS Connectors
  19. 19. SamJaneNoble#SEARCHLEEDS The Google connectors (free)
  20. 20. SamJaneNoble#SEARCHLEEDS The community connectors (free)
  21. 21. SamJaneNoble#SEARCHLEEDS Partner connectors (paid)
  22. 22. SuperMetrics: the main time saver
  23. 23. SamJaneNoble#SEARCHLEEDS
  24. 24. SamJaneNoble#SEARCHLEEDS Useful Connectors From SuperMetrics
  25. 25. SamJaneNoble#SEARCHLEEDS
  26. 26. THE CHANNELS Mining for insights
  27. 27. SamJaneNoble#SEARCHLEEDS The marketing channel mix Credit: Unspun Group
  28. 28. Unlock the insights of data with interactive dashboards
  29. 29. SamJaneNoble#SEARCHLEEDS Website Reporting Suite
  30. 30. SamJaneNoble#SEARCHLEEDS Monthly Commentary
  31. 31. SamJaneNoble#SEARCHLEEDS Live Performance Dashboard
  32. 32. Organic Search
  33. 33. SamJaneNoble#SEARCHLEEDS Google Search Console Credit: Aleyda Solis
  34. 34. SamJaneNoble#SEARCHLEEDS Brand vs Non-Brand (GSC)
  35. 35. SamJaneNoble#SEARCHLEEDS Google My Business
  36. 36. SamJaneNoble#SEARCHLEEDS Site Speed
  37. 37. SamJaneNoble#SEARCHLEEDS Variance Against Targets Source: https://datarunsdeep.com.au/blog/setting-monthly-targets-google-data-studio
  38. 38. Content
  39. 39. SamJaneNoble#SEARCHLEEDS Internal Content Performance
  40. 40. SamJaneNoble#SEARCHLEEDS Blog Content Performance
  41. 41. SamJaneNoble#SEARCHLEEDS Mailchimp Email Campaign Value Source: http://bit.ly/ds-mailchimp-howto
  42. 42. Paid Search
  43. 43. SamJaneNoble#SEARCHLEEDS Auction Insights
  44. 44. SamJaneNoble#SEARCHLEEDS Auction Insights Graphed
  45. 45. SamJaneNoble#SEARCHLEEDS ROAS Insights
  46. 46. SamJaneNoble#SEARCHLEEDS Impressions by Quality Score Overtime
  47. 47. SamJaneNoble#SEARCHLEEDS Interactive Map – Location Performance
  48. 48. SamJaneNoble#SEARCHLEEDS MCC Hookup
  49. 49. Paid Social
  50. 50. SamJaneNoble#SEARCHLEEDS Campaign Objective and Performance
  51. 51. SamJaneNoble#SEARCHLEEDS Hour of the Day Transactions
  52. 52. SamJaneNoble#SEARCHLEEDS Audience performance breakdown Source: The Next Ad
  53. 53. SamJaneNoble#SEARCHLEEDS Social Media Referrals
  54. 54. Display
  55. 55. SamJaneNoble#SEARCHLEEDS Performance Dashboard
  56. 56. SamJaneNoble#SEARCHLEEDS Placement performance
  57. 57. SamJaneNoble#SEARCHLEEDS Demographic insights
  58. 58. Conversion Windows
  59. 59. SamJaneNoble#SEARCHLEEDS Facebook Ads – up to 28 days
  60. 60. SamJaneNoble#SEARCHLEEDS Google Ads – up to 90 days
  61. 61. SamJaneNoble#SEARCHLEEDS Set conversion window in Data Studio
  62. 62. YOUR BUDGETS Where should you spend?
  63. 63. Do you have different teams or agencies running different advertising channels?
  64. 64. SamJaneNoble#SEARCHLEEDS Which channel/team is performing best?
  65. 65. SamJaneNoble#SEARCHLEEDS Search Ads & Instagram appear to be the best
  66. 66. But is this channel really the best performing?
  67. 67. If we total up the number of transactions across the channels, how many do we get?
  68. 68. SamJaneNoble#SEARCHLEEDS How many orders overall have there been?
  69. 69. 7,334 orders?
  70. 70. No… look again
  71. 71. SamJaneNoble#SEARCHLEEDS How many orders overall have there been?
  72. 72. SamJaneNoble#SEARCHLEEDS How many orders overall have there been?
  73. 73. Using the individual channels for reporting skews the data in favour of that channel
  74. 74. The vast majority use last click as an attribution model be default
  75. 75. SamJaneNoble#SEARCHLEEDS Google Analytics attribution tool
  76. 76. SamJaneNoble#SEARCHLEEDS Facebook Attribution Tool
  77. 77. SamJaneNoble#SEARCHLEEDS Cubed.ai attribution tool
  78. 78. REPORT GALLERY Templates & communities
  79. 79. SamJaneNoble#SEARCHLEEDS Featured Templates
  80. 80. SamJaneNoble#SEARCHLEEDS Marketing templates
  81. 81. SamJaneNoble#SEARCHLEEDS Community templates
  82. 82. SamJaneNoble#SEARCHLEEDS Resources & templates Source: Lee Hurst - @HelpfulLee
  83. 83. SamJaneNoble#SEARCHLEEDS Free Data Studio icon set Source: https://datarunsdeep.com.au/blog/grab-our-free-data-studio-icon-set-download-here
  84. 84. KEY TAKEAWAYS What should you do now?
  85. 85. SamJaneNoble#SEARCHLEEDS https://blog.hubspot.com/marketing/google-data-studio
  86. 86. This is a half image slide with a statement Get Data Studio setup for one website
  87. 87. This is a half image slide with a statement Spend some time working around the platform
  88. 88. This is a half image slide with a statement Put together a template you can use and adapt
  89. 89. This is a half image slide with a statement Re-invest wasted hours into something valuable
  90. 90. SamJaneNoble Thank you for listening. S E A R C H L E E D S 1 9 CONTACT DETAILS 0 2 0 8 1 2 3 0 2 9 0 i n f o @ b i d d a b l e m o m e n t s . c o m

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