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Democratizing Digital Analytics with Google Data Studio

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Getting digital analytics reports into the hands of those on the front lines of our marketing campaigns can be challenging. Data-driven teams make better decisions and create more engaging, successful campaigns, but when the data is not accessible or hard to find, then it will not be used. This presentation talks about how Google’s relatively new reporting tool, Data Studio, can be used to democratize, or make more accessible, digital marketing data and thus increase the likelihood that it will be used to make campaigns successful.

After this presentation, you’ll be able to:
-Understand how Google Data Studio can be used for SEO and digital analytics data visualization
-Easily share digital marketing performance dashboards across your organization
-See how Data Studio can be used to increase utilization of digital analytics reports
-Create more data-driven and successful digital marketing campaigns through more accessible reporting

Published in: Data & Analytics
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Democratizing Digital Analytics with Google Data Studio

  1. 1. DEMOCRATIZING DIGITAL ANALYTICS WITH GOOGLE DATA STUDIO Jimmy Smith, @jrs76 SEM and Digital Analytics Manager
  2. 2. 2 "Half the money I spend on advertising is wasted; the trouble is I don't know which half." John Wanamaker, 1838 –1922, Pioneer of Modern Marketing Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager Photo in Public Domain from Wikipedia
  3. 3. 3 Wanamaker –Then: Very Little Data Us - Today: Drowning in Data Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager Photo by Boris Ulzibat Photo by nikko macaspac
  4. 4. ANALYTICAL MATURITY OF MARKETING ORGANIZATIONS 4 Data source: https://datafloq.com/read/data-driven-marketing-2017-marketers-data-critical/2859 Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 55% of companies leverage little or no marketing data
  5. 5. 5 de·moc·ra·tize /dəˈmäkrəˌtīz/ (Verb) 1. to introduce a democratic system or democratic principles 2. to make (something) accessible to everyone Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager Painting in Public Domain from Wikipedia
  6. 6. ABOUT GOOGLE DATA STUDIO Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 6 • Introduced in 2016. Out of Beta in 2018. • Data visualization • Create dashboards and reports • Free to use • Data sources: – Google Products (Ads, Analytics, Search Console, etc.) – Databases (BigQuery, MySQL) – Flat files (.CSV) – Social media (Facebook, Twitter, YouTube, etc.)
  7. 7. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 7 • This Talk Is… – Story of How Data Studio is Helping – Ideas for You to Use Data Studio • This Talk Is Not... – Paid Promotion for Google – Step by Step How-to Demo
  8. 8. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 8 Photo by Einar H. Reynis
  9. 9. ONE COMPANY’S EMPLOYEES’ USE OF WEB ANALYTICS 9Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager
  10. 10. HILTI.COM DIGITAL MARKETING LANDING PAGES Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 10 • 50+ landing pages a month for – Education – Awareness – Technical Docs – Marketing Activities • Opportunities to improve engagement – Conversion rate – Bounce rate
  11. 11. EVOLUTION OF DIGITAL ANALYTICS REPORTS AT HILTI Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 11 • SharePoint – Never got Traction • Google Analytics – Issues with Flexibility, Access • PowerPoint – Good but Not Scalable or Flexible • Power BI – Great but Access Issues • Data Studio – Scalable, Flexible, Shareable
  12. 12. WHAT MAKES DATA STUDIO SUPERIOR TO OTHER SOLUTIONS Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 12 • Flexibility in Design and Layout • Interactive Elements and Filter Controls • Sharing and Ease of Access
  13. 13. WHAT MAKES DATA STUDIO SUPERIOR TO OTHER SOLUTIONS Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 13 • Flexibility in Design and Layout • Interactive Elements and Filter Controls • Sharing and Ease of Access
  14. 14. WHAT MAKES DATA STUDIO SUPERIOR TO OTHER SOLUTIONS Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 14 • Flexibility in Design and Layout • Interactive Elements and Filter Controls • Sharing and Ease of Access
  15. 15. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 15
  16. 16. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 16 Filter Control for Page URL
  17. 17. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 17 Date Range Widget
  18. 18. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 18 Pageviews, Users, Logged In Users, CTA Events
  19. 19. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 19 Pageviews Trend
  20. 20. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 20 Traffic Sources
  21. 21. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 21 Pageviews, Time on Page, Exits, Bounce Rate, and Page Value by Page Title
  22. 22. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 22 Previous Page Path
  23. 23. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 23 Calls to Actions
  24. 24. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 24 Devices
  25. 25. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 25 Geo-Location
  26. 26. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 26 SEO Keyword Data
  27. 27. LANDING PAGE REPORT QUICKLY GAINS POPULARITY • Concise one-page summary of performance • Drill down into more detail • Easy to access and share • Insights into how to improve page • Improve report without changing the URL 27Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager
  28. 28. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 28 Removed Google Search Console Data to Speed Up Report
  29. 29. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 29 Data Control for Other Hilti Country Websites
  30. 30. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 30 Page Scroll Depth Data Added
  31. 31. OTHER VERSIONS OF THE LANDING PAGE REPORT • Version that Keys Off Page Title, rather than URL • Version that Excludes Hilti Employees • Version for Pages with Videos 31Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager
  32. 32. OTHER REPORTS CREATED IN DATA STUDIO • SEO Report from GSC data • Email Traffic by Campaign • Campaign Specific Reports Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 32
  33. 33. OTHER REPORTS CREATED IN DATA STUDIO • SEO Report from GSC data • Email Traffic by Campaign • Campaign Specific Reports Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 33
  34. 34. OTHER REPORTS CREATED IN DATA STUDIO • SEO Report from GSC data • Email Traffic by Campaign • Campaign Specific Reports Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 34
  35. 35. ENGAGEMENT RATES FOR LANDING PAGES Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 35 Started Using Data Studio
  36. 36. LINKEDIN SURVEY EXPLAINS WAYS WE ARE DROWNING IN DATA • “We found that digital marketers are struggling — struggling to calculate their impact, share that impact with key stakeholders, and market that impact across their organizations.” • https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2019/the-long-and-short-of-roi Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 36 Overcome Each One of These Challenges with Data Studio
  37. 37. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 37
  38. 38. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 38 THANK YOU Contact me and download a copy of this presentation at JimmySmith.org

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