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The Magic of Conditional Logic In Excel By Tim Gillman

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Extreme Excel Excellence. PRESENTATION: The Magic of Conditional Logic In Excel - Given by Timothy Gillman, @TimGillmanDrums - Portent Inc, Analytics Strategist. #SMX #22C

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The Magic of Conditional Logic In Excel By Tim Gillman

  1. 1. #SMX #22C @TimGillmanDrums EXTREME EXCEL EXCELLENCE THE MAGIC OF CONDITIONAL LOGIC IN EXCEL
  2. 2. #SMX #22C @TimGillmanDrums TODAY = BUSINESS SCHOOL
  3. 3. #SMX #22C @TimGillmanDrums TODAY = BUSINESS SCHOOL … BUT A LITTLE NERDIER
  4. 4. #SMX #22C @TimGillmanDrums TAKE THIS AWESOME TOOL
  5. 5. #SMX #22C @TimGillmanDrums TAKE THIS AWESOME TOOL PRACTICE IT
  6. 6. #SMX #22C @TimGillmanDrums TAKE THIS AWESOME TOOL PRACTICE IT APPLY & EXTEND
  7. 7. #SMX #22C @TimGillmanDrums CONDITIONAL LOGIC HELPS YOU ANSWER REAL BUSINESS QUESTIONS
  8. 8. #SMX #22C @TimGillmanDrums Are people who saw ad unit #37 from our holiday campaign more likely to buy because the ad worked? Or because we have a new e- commerce platform?
  9. 9. #SMX #22C @TimGillmanDrums Should we segment our marketing automation audiences on their Facebook movie likes?
  10. 10. #SMX #22C @TimGillmanDrums Should we buy a new, faster ecommerce platform? Or is it just that our current content stinks?
  11. 11. #SMX #22C @TimGillmanDrums When does seasonality hurt or help my website?
  12. 12. #SMX #22C @TimGillmanDrums LET’S SOLVE WITH DATA IT’S THAT SIMPLE, RIGHT?
  13. 13. #SMX #22C @TimGillmanDrums Well…..
  14. 14. #SMX #22C @TimGillmanDrums 0.00%   200.00%   400.00%   600.00%   800.00%   1000.00%   1200.00%   0   200   400   600   800   1000   1200   1400   1600   1800   About that…
  15. 15. #SMX #22C @TimGillmanDrums THERE’S A BETTER APPROACH
  16. 16. #SMX #22C @TimGillmanDrums CONDITIONAL LOGIC!
  17. 17. #SMX #22C @TimGillmanDrums WHAT IS CONDITIONAL LOGIC?
  18. 18. #SMX #22C @TimGillmanDrums IT’S AN “IF _____ , THEN ____” STATEMENT
  19. 19. #SMX #22C @TimGillmanDrums SIMILAR TO CONDITIONAL FORMATTING
  20. 20. #SMX #22C @TimGillmanDrums SIMILAR TO CONDITIONAL FORMATTING BUT MORE POWERFUL!
  21. 21. #SMX #22C @TimGillmanDrums
  22. 22. #SMX #22C @TimGillmanDrums ENABLES DATA FLEXIBILITY
  23. 23. #SMX #22C @TimGillmanDrums GO FROM THIS
  24. 24. #SMX #22C @TimGillmanDrums “Lets  remarket”  “This  campaign  was  effective”   “Success!”  “Requires  more  of  our  budget”   “Reward  this  department”   TO THIS!
  25. 25. #SMX #22C @TimGillmanDrums GO FROM THIS:
  26. 26. #SMX #22C @TimGillmanDrums TO THIS:
  27. 27. #SMX #22C @TimGillmanDrums MAKE THE DATA PLAY BY YOUR RULES
  28. 28. #SMX #22C @TimGillmanDrums HOW TO BUILD YOUR LOGIC
  29. 29. #SMX #22C @TimGillmanDrums = IF (
  30. 30. #SMX #22C @TimGillmanDrums = IF ( LOGICAL TEST ,
  31. 31. #SMX #22C @TimGillmanDrums = IF ( LOGICAL TEST , VALUE WHEN TRUE ,
  32. 32. #SMX #22C @TimGillmanDrums = IF ( LOGICAL TEST , VALUE WHEN TRUE , VALUE WHEN FALSE )
  33. 33. #SMX #22C @TimGillmanDrums
  34. 34. #SMX #22C @TimGillmanDrums = IF ( No Conversions , Remarket , Don’t Remarket )
  35. 35. #SMX #22C @TimGillmanDrums = IF ( No Conversions , Remarket , Don’t Remarket )
  36. 36. #SMX #22C @TimGillmanDrums = IF ( No Conversions , Remarket , Don’t Remarket )
  37. 37. #SMX #22C @TimGillmanDrums = IF ( C2 = 0 ,
  38. 38. #SMX #22C @TimGillmanDrums = IF ( C2 = 0 , “Yes” ,
  39. 39. #SMX #22C @TimGillmanDrums = IF ( C2 = 0 , “Yes” , “No” )
  40. 40. #SMX #22C @TimGillmanDrums HOW IT LOOKS IN EXCEL
  41. 41. #SMX #22C @TimGillmanDrums
  42. 42. #SMX #22C @TimGillmanDrums YOU CAN HAVE YOUR DATA SAY ANYTHING
  43. 43. #SMX #22C @TimGillmanDrums
  44. 44. #SMX #22C @TimGillmanDrums WHAT IF I HAVE MULTIPLE CRITERIA?
  45. 45. #SMX #22C @TimGillmanDrums U UIF OR IF AND
  46. 46. #SMX #22C @TimGillmanDrums IF OR U
  47. 47. #SMX #22C @TimGillmanDrums = IF ( Or (
  48. 48. #SMX #22C @TimGillmanDrums = IF ( Or ( More than 1 conversion , Bounce Rate < 50% ) ,
  49. 49. #SMX #22C @TimGillmanDrums = IF ( Or ( More than 1 conversion , Bounce Rate < 50% ) , Remarket ,
  50. 50. #SMX #22C @TimGillmanDrums = IF ( Or ( More than 1 conversion , Bounce Rate < 50% ) , Remarket , Don’t Remarket )
  51. 51. #SMX #22C @TimGillmanDrums = IF ( Or ( C2 > 1 , D2 < 0.5 ) ,
  52. 52. #SMX #22C @TimGillmanDrums = IF ( Or ( C2 > 1 , D2 < 0.5 ) , “Yes” ,
  53. 53. #SMX #22C @TimGillmanDrums = IF ( Or ( C2 > 1 , D2 < 0.5 ) , “Yes” , “No” )
  54. 54. #SMX #22C @TimGillmanDrums HOW IT LOOKS IN EXCEL
  55. 55. #SMX #22C @TimGillmanDrums
  56. 56. #SMX #22C @TimGillmanDrums OKAY, HOW ABOUT STRICTER CRITERIA?
  57. 57. #SMX #22C @TimGillmanDrums IF AND U
  58. 58. #SMX #22C @TimGillmanDrums = IF ( AND (
  59. 59. #SMX #22C @TimGillmanDrums = IF ( AND ( More than 1 conversion , Bounce Rate < 50% ) ,
  60. 60. #SMX #22C @TimGillmanDrums = IF ( AND ( More than 1 conversion , Bounce Rate < 50% ) , Remarket , Don’t Remarket )
  61. 61. #SMX #22C @TimGillmanDrums = IF ( AND ( C2 > 1 , D2 < 0.5 ) ,
  62. 62. #SMX #22C @TimGillmanDrums = IF ( AND ( C2 > 1 , D2 < 0.5 ) , “Yes” , “No” )
  63. 63. #SMX #22C @TimGillmanDrums
  64. 64. #SMX #22C @TimGillmanDrums ANOTHER BENEFIT OF CONDITIONAL LOGIC
  65. 65. #SMX #22C @TimGillmanDrums AVOIDING CHAOS
  66. 66. #SMX #22C @TimGillmanDrums FRICTIONLESS CLARITY
  67. 67. #SMX #22C @TimGillmanDrums FRICTIONLESS CLARITY ABSENCE OF SLOPPINESS
  68. 68. #SMX #22C @TimGillmanDrums FRICTIONLESS CLARITY ABSENCE OF SLOPPINESS BUILDING TRUST
  69. 69. #SMX #22C @TimGillmanDrums TAKE ANY ERRORS
  70. 70. #SMX #22C @TimGillmanDrums IF ERROR IS NA IS BLANK SUM IF COUNT IF
  71. 71. #SMX #22C @TimGillmanDrums CLEAN THEM UP!
  72. 72. #SMX #22C @TimGillmanDrums APPLY & EXTEND
  73. 73. #SMX #22C @TimGillmanDrums THIS LOOKS GREAT
  74. 74. #SMX #22C @TimGillmanDrums NOT EVERY PLATFORM PLAYS NICELY BUT THEY ALL EXPORT TO EXCEL!
  75. 75. #SMX #22C @TimGillmanDrums NOT EVERY PLATFORM PLAYS NICELY WHAT IF YOU’RE NOT PREPARED?
  76. 76. #SMX #22C @TimGillmanDrums
  77. 77. #SMX #22C @TimGillmanDrums LET’S TACKLE A BUSINESS QUESTION
  78. 78. #SMX #22C @TimGillmanDrums When does seasonality hurt or help my website?
  79. 79. #SMX #22C @TimGillmanDrums CHECK THE DATA!
  80. 80. #SMX #22C @TimGillmanDrums
  81. 81. #SMX #22C @TimGillmanDrums
  82. 82. #SMX #22C @TimGillmanDrums PIVOT THE DATA
  83. 83. #SMX #22C @TimGillmanDrums DOESN’T LOOK SEASONAL… -30% -20% -10% 0% 10% 20% 30% 40% 50% January   February   March   April   May   June   July   August   September   October   November   December   Avg. Sessions MOM Avg. Conversions MOM
  84. 84. #SMX #22C @TimGillmanDrums TIME FOR LOGIC / MAGIC!!!
  85. 85. #SMX #22C @TimGillmanDrums LOGIC FOR Q1, Q2, ETC.
  86. 86. #SMX #22C @TimGillmanDrums
  87. 87. #SMX #22C @TimGillmanDrums PIVOT THE DATA
  88. 88. #SMX #22C @TimGillmanDrums -50% 0% 50% 100% 150% Q1   Q2   Q3   Q4   Avg.  Conversions  by  Quarter   -4% -2% 0% 2% 4% 6% 8% 10% 12% Q1   Q2   Q3   Q4   Avg.  Sessions  by  Quarter   MUCH MORE CONSISTENT
  89. 89. #SMX #22C @TimGillmanDrums LABEL GOOD VS. BAD
  90. 90. #SMX #22C @TimGillmanDrums LABEL GOOD VS. BAD
  91. 91. #SMX #22C @TimGillmanDrums LABEL GOOD VS. BAD
  92. 92. #SMX #22C @TimGillmanDrums SEE YOU AT THE NEXT #SMX THANK YOU!

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