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3 Steps to Visualize Analytics in Excel

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Expert Excel Essentials. PRESENTATION: 3 Steps to Visualize Analytics in Excel - Given by Timothy Gillman - Portent, Inc. , Analytics Strategist. #SMX #33D

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3 Steps to Visualize Analytics in Excel

  1. 1. March 5th, 2015 3 STEPS TO VISUALIZE ANALYTICS IN EXCEL Timothy Gillman Analytics Strategist – Portent Inc.
  2. 2. searchmarketingexpo.com @TimGillmanDrums #SMX #33D WHO I AM • EXCEL WIZARD • SPECIALIZE IN BUILDING DATA TOOLS • MOHAWK
  3. 3. searchmarketingexpo.com @TimGillmanDrums #SMX #33D I WORK HERE IN SEATTLE
  4. 4. searchmarketingexpo.com @TimGillmanDrums #SMX #33D DO YOU USE DATA? DO YOU SEND OUT REPORTS?
  5. 5. searchmarketingexpo.com @TimGillmanDrums #SMX #33D GOAL: THEY DON’T HAVE TO ASK YOU QUESTIONS
  6. 6. searchmarketingexpo.com @TimGillmanDrums #SMX #33D DATA!!! PLEASE HELP ME WHY AHHHH
  7. 7. searchmarketingexpo.com @TimGillmanDrums #SMX #33D
  8. 8. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 1 - GET THE DATA 2 - ORGANIZE IT 3 - VISUALIZE IT BONUS – HIGH END STUFF!!!
  9. 9. searchmarketingexpo.com @TimGillmanDrums #SMX #33D ME YOU? COOL!
  10. 10. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PLATFORM 1 ADOBE ANALYTICS AKA: OMNITURE
  11. 11. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PRESENT YOUR DATA! WHO TEAM MEMBER WHAT TOP 10 BLOG POSTS TIME JANUARY METRIC UNIQUE VISITORS
  12. 12. searchmarketingexpo.com @TimGillmanDrums #SMX #33D GET THE DATA
  13. 13. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK VIEW ALL REPORTS
  14. 14. searchmarketingexpo.com @TimGillmanDrums #SMX #33D GO TO THE PAGES REPORT
  15. 15. searchmarketingexpo.com @TimGillmanDrums #SMX #33D FILTER FOR “BLOG”
  16. 16. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PRACTICE MAKES PERFECT (EVEN FOR DATA NERDS) CUSTOMIZATION: RAW DATA > PLATFORM DATA
  17. 17. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK DOWNLOAD
  18. 18. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK CSV
  19. 19. searchmarketingexpo.com @TimGillmanDrums #SMX #33D ORGANIZE THE DATA
  20. 20. searchmarketingexpo.com @TimGillmanDrums #SMX #33D Page Unique Visitors sports 5531 cooking 3520 romance 2049 architecture 1986 travel 1877 origami 1845 tv 1493 gaming 1488 theatre 1474 fitness 1275 literature 1215 astronomy 1207 law 1106 music 1027 community 1021 sales 1015 parenting 935 nature 919 politics 874 movies 784 marketing 715 transportation 713 THE BASICS
  21. 21. searchmarketingexpo.com @TimGillmanDrums #SMX #33D OMNITURE DIMENSIONS
  22. 22. searchmarketingexpo.com @TimGillmanDrums #SMX #33D OMNITURE DIMENSIONS METRICS
  23. 23. searchmarketingexpo.com @TimGillmanDrums #SMX #33D OMNITURE DIMENSIONS METRICS EXCEL CATEGORIES DATA SERIES = =
  24. 24. searchmarketingexpo.com @TimGillmanDrums #SMX #33D sports cooking romance architecture travel origami tv gaming theatre fitness literature astronomy law music community sales parenting nature politics movies I MADE THESE UP
  25. 25. searchmarketingexpo.com @TimGillmanDrums #SMX #33D METRICS OMNITUREsports cooking romance architecture travel origami tv gaming theatre fitness literature astronomy law music community sales parenting nature politics movies DIMENSIONS
  26. 26. searchmarketingexpo.com @TimGillmanDrums #SMX #33D DATA SERIES EXCELsports cooking romance architecture travel origami tv gaming theatre fitness literature astronomy law music community sales parenting nature politics movies CATEGORIES
  27. 27. searchmarketingexpo.com @TimGillmanDrums #SMX #33D VISUALIZE THE DATA
  28. 28. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK TABLES
  29. 29. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PICK A STYLE
  30. 30. searchmarketingexpo.com @TimGillmanDrums #SMX #33D
  31. 31. searchmarketingexpo.com @TimGillmanDrums #SMX #33D Page Unique Visitors sports 5531 cooking 3520 romance 2049 architecture 1986 travel 1877 origami 1845 tv 1493 gaming 1488 theatre 1474 fitness 1275 literature 1215 astronomy 1207 law 1106 music 1027 commnity 1021 sales 1015 parenting 935 nature 919 politics 874 HIGHLIGHT
  32. 32. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK ON CHARTS
  33. 33. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PICK A STYLE
  34. 34. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PICK A CHART
  35. 35. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0 1000 2000 3000 4000 5000 6000 Unique Visitors Unique Visitors
  36. 36. searchmarketingexpo.com @TimGillmanDrums #SMX #33D EDWARD TUFTE EXPERT ON DATA VISUALIZATION
  37. 37. searchmarketingexpo.com @TimGillmanDrums #SMX #33D TUFTE’S RULE MINIMIZE THE RATIO OF INK TO DATA COLUMNS = DATA EVERYTHING ELSE = INK
  38. 38. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0 1000 2000 3000 4000 5000 6000 Blog Post Unique Visitors - January
  39. 39. searchmarketingexpo.com @TimGillmanDrums #SMX #33D VISUAL OPTIONS
  40. 40. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 5531 3520 2049 1986 1877 1845 1493 1488 1474 1275 Blog Post Unique Visitors - January
  41. 41. searchmarketingexpo.com @TimGillmanDrums #SMX #33D REMEMBER THE PROCESS!
  42. 42. searchmarketingexpo.com @TimGillmanDrums #SMX #33D GOT THE DATA
  43. 43. searchmarketingexpo.com @TimGillmanDrums #SMX #33D Page Unique Visitors sports 5531 cooking 3520 romance 2049 architecture 1986 travel 1877 origami 1845 tv 1493 gaming 1488 theatre 1474 fitness 1275 literature 1215 astronomy 1207 law 1106 music 1027 commnity 1021 sales 1015 parenting 935 nature 919 politics 874 ORGANIZED IT
  44. 44. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0 1000 2000 3000 4000 5000 6000 Blog Post Unique Visitors - January VISUALIZED IT
  45. 45. searchmarketingexpo.com @TimGillmanDrums #SMX #33D
  46. 46. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PLATFORM 2 GOOGLE ANALYTICS AKA: GA
  47. 47. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PRESENT YOUR DATA! WHO CEO WHAT ALL CHANNELS TIME Q4 OF 2014 METRICS SESSIONS GOAL CONV. RATE
  48. 48. searchmarketingexpo.com @TimGillmanDrums #SMX #33D GET THE DATA
  49. 49. searchmarketingexpo.com @TimGillmanDrums #SMX #33D SEARCH FOR CHANNELS
  50. 50. searchmarketingexpo.com @TimGillmanDrums #SMX #33D THE BASICS…WITH OTHER STUFF
  51. 51. searchmarketingexpo.com @TimGillmanDrums #SMX #33D DOWNLOAD THE CSV
  52. 52. searchmarketingexpo.com @TimGillmanDrums #SMX #33D ORGANIZE THE DATA
  53. 53. searchmarketingexpo.com @TimGillmanDrums #SMX #33D GA DIMENSIONS METRICS EXCEL CATEGORIES DATA SERIES = =
  54. 54. searchmarketingexpo.com @TimGillmanDrums #SMX #33D HIGHLIGHT THE DATA
  55. 55. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK DATA TO ACCESS PIVOT TABLES
  56. 56. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK PIVOT TABLE SELECT MANUAL OPTION
  57. 57. searchmarketingexpo.com @TimGillmanDrums #SMX #33D
  58. 58. searchmarketingexpo.com @TimGillmanDrums #SMX #33D DIMENSION = ROW LABEL
  59. 59. searchmarketingexpo.com @TimGillmanDrums #SMX #33D DIMENSION = ROW LABEL
  60. 60. searchmarketingexpo.com @TimGillmanDrums #SMX #33D METRICS = VALUES
  61. 61. searchmarketingexpo.com @TimGillmanDrums #SMX #33D METRICS = VALUES
  62. 62. searchmarketingexpo.com @TimGillmanDrums #SMX #33D Row Labels Total Sessions Goal Conv. Rate Direct 88584 0.04% Email 976 0.31% Organic Search 155848 0.05% Paid Search 32477 0.01% Referral 36428 0.15% Social 17076 0.02% PIVOT TABLE!
  63. 63. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 Direct Email Organic Search Paid Search Referral Social Total Sessions Goal Conversion Rate VISUALIZE… UH OH!
  64. 64. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 Direct Email Organic Search Paid Search Referral Social Total Sessions Goal Conversion Rate WHERE’S THE GREEN?!?!
  65. 65. searchmarketingexpo.com @TimGillmanDrums #SMX #33D
  66. 66. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK FORMAT
  67. 67. searchmarketingexpo.com @TimGillmanDrums #SMX #33D SELECT 2ND DATA SERIES
  68. 68. searchmarketingexpo.com @TimGillmanDrums #SMX #33D CLICK FORMAT SELECTION
  69. 69. searchmarketingexpo.com @TimGillmanDrums #SMX #33D SELECT SECONDARY AXIS
  70. 70. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 Direct Email Organic Search Paid Search Referral Social Total Sessions Goal Conversion Rate ALMOST THERE…
  71. 71. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PICK ANOTHER CHART STYLE
  72. 72. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Direct Email Organic Search Paid Search Referral Social Sessions & Conversion Rate by Channel - Q4 2014 Total Sessions Goal Conversion Rate
  73. 73. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Direct Email Organic Search Paid Search Referral Social Conv.Rate Sessions Sessions & Conversion Rate by Channel - Q4 2014 Total Sessions Goal Conversion Rate AXIS TITLES
  74. 74. searchmarketingexpo.com @TimGillmanDrums #SMX #33D
  75. 75. searchmarketingexpo.com @TimGillmanDrums #SMX #33D REMEMBER THE PROCESS!
  76. 76. searchmarketingexpo.com @TimGillmanDrums #SMX #33D GOT THE DATA
  77. 77. searchmarketingexpo.com @TimGillmanDrums #SMX #33D Row Labels Total Sessions Goal Conv. Rate Direct 88584 0.04% Email 976 0.31% Organic Search 155848 0.05% Paid Search 32477 0.01% Referral 36428 0.15% Social 17076 0.02% ORGANIZED IT
  78. 78. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Direct Email Organic Search Paid Search Referral Social Conv.Rate Sessions Sessions & Conversion Rate by Channel - Q4 2014 Total Sessions Goal Conversion Rate VISUALIZED IT
  79. 79. searchmarketingexpo.com @TimGillmanDrums #SMX #33D 1 - GET THE DATA 2 - ORGANIZE IT 3 - VISUALIZE IT
  80. 80. searchmarketingexpo.com @TimGillmanDrums #SMX #33D WANT TO BECOME AN EXCEL WIZARD?
  81. 81. searchmarketingexpo.com @TimGillmanDrums #SMX #33D PAID RESOURCES LYNDA.COM EXCEL COURSES EXCEL FOR DUMMIES FREE STUFF YOUTUBE MICROSOFT OFFICE SUPPORT
  82. 82. searchmarketingexpo.com @TimGillmanDrums #SMX #33D HERE’S WHAT I DO WITH ANALYTICS AND EXCEL
  83. 83. searchmarketingexpo.com @TimGillmanDrums #SMX #33D
  84. 84. searchmarketingexpo.com @TimGillmanDrums #SMX #33D

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