Agencycon 2018 Reporting Automation

@noahlearner | noah@bikeshopseo.com
Reporting Automation
Let’s Dive into the Future.

President, Bike Shop SEO
Noah Learner
I’m a family guy who really likes tacos.
I rented almost ½ million bikes in a 20
year bike shop career.
I’ve competed at the Disc Golf World
Championships.
I’m a rabid Red Sox fan.

We work to improve the KPIs that matter to our
clients’ business objectives.
AND THEY USUALLY COME IN TWO FORMS:
MORE AND LESS.

MORE: roi, leads, conversions, revenue,
engagement
LESS: cost per acquisition, wasted ad spend,
bounces, cart abandonment, unhappy customers

Reporting is how we keep score.
We track these KPIS, monitor them to drive
performance, and report on them to drive strategy
and to keep our clients.

At Bike Shop SEO we try and keep our clients focused
on the prize by looking at what’s really important:
REVENUE = Traffic X Conv. Rate X Average Order Value

We surveyed agencies to see how they report.
Here are the results.

Let’s Look at a Better Way to Work.
Automate as much as you can.
Monitoring + Reporting are the perfect
targets.
Use your rescued time to make more money.

Reporting Tools

Klipfolio
● Flexible + Powerful
● Works well with Agencies
● Offers Great Pricing
● Dashboard Build Plan - they’ll build them for you
● Responsive layouts
● Difficult to learn
● Slow Loading

● Amazing Agency Pricing
● Generous Free Accounts
● Alerting Built Into the Platform via email,
Slack, or push notification.
● Responsive layouts that are easy to build
● Voluminous connections and Prebuilt Solutions
Databox

● Free
● Growing List of Free + Community Connectors
● When Combined with Google Sheets (or
bigQuery), Zapier, Supermetrics, APIs + your
imagination, the sky is the limit for monitoring +
Reporting
● It’s Finnicky
Google Data Studio

Monitoring Tools - tools that notify us when things go
out of expected range via email, Slack, or push notifications
so we can take action.
Revere Metrics
Watch
Statsbot

Did my Client Feeds
Get regenerated?
Do I have Google Merchant center Issues I need to fix?

● A customer is due
for renewal
● A key account has
churned
● A key revenue driver
is no longer
performing well
● Campaign performance
status and auditing
● An article is trending
on one publication
● Performance
snapshots for local
media outlets
Revere 11:00am
Products are underperforming in some
regions of the United States:
Revere 11:00am
A key account has churned - take a look:
View Details Go to Salesforce
View Details Go to Google Analytics
Revere 11:00am
We’re seeing a lot of interest on these
articles on localmedianews.com:
View Details Create a task
Alert on the issues that
matter to your team.
ACTIONABLE INTEL
● A product is
underperforming in a
region
● Cart errors are higher
than usual
E-COMMERCE MEDIA
B2B & SAAS MARKETING

Alerts
- Monitor online businesses (events,
revenues, conversion rate, etc)
- Any Google Analytics metrics
- real-time, hourly or daily
- Email or SMS
- Very flexible filtering for very specific
alerts
- Starts at $29
Reports
- Reporting built for agencies
- White label options (logo, etc)
- Directly in the email (no PDF or link)
- Google Analytics, Adwords, FB Ads, Google
Search Console with more coming
- Preview feature: get a preview before your
client, add a message, send it to client only after
- Perfect agency plan: $50 for 20 different reports
configured
50% off for AgencyCon attendees
just email jp@metrics.watch in the next few days

Monitoring Tools
Easy and expensive or flexible and prepare to wade into SQL.
Sweet Spot = timely alerts from your marketing data that are
piped into Slack with easy to use platform for < $100/ month.
We’re not there yet.

Statsbot
● A slack app/chatbot that you can get details from.
● Alerts available on enterprise plan for 250-1000 /
mo depending on feature set.

A Few Data Studio Stacks

How we move data around
The Google Sheets Stack
Data Inputs Monitoring & Alerting
Dashboards
API
CALLS

Google Data Studio
Monitoring - Tracking monthly work by client

Google Data Studio
Monitoring - Tracking monthly work by SEO

Google Data Studio
Monitoring - Monitoring Pages that you want to move from Page 2 to page 1

Google Data Studio

Natural Language Generation Tools
Tools: Automated Insights, Narrative Science, Arraya Studio
and Pave Ai
“We Implemented NLG with Google Analytics
reports, cutting Analysis and production time by
more than 80%. -PR 20/20

Natural Language Generation Tools
Tools: Automated Insights, Narrative Science, Arraya Studio
and Pave Ai
“By 2020, natural-language generation and
artificial intelligence will be a standard feature of
90% of modern BI platforms.” - Gartner

Takeaways!
Find Your Niche.
Things break. Zapier Authorizations expire. Third party services
shut down.
It will take you longer than you hope for to complete, but once
it’s rolling your desire to automate will be insatiable.

Thank you.

Agencycon 2018 Reporting Automation

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