SlideShare a Scribd company logo
Visualizing
Online Marketing Data
Using Google Analytics and other data sources to
Help You do Better Work, Faster
Agenda1. Intro
2. What’s Data Visualization?
3. The Benefits and a Short Video on Data Viz
4. Google Analytics Dashboard vs. Visualized G. A. Dashboards
5. Other Examples
6. Three Primary Aspects of Visualizing Data
a. Connecting to Data (incl. tools)
b. Visualizing
c. Sharing
7. Short Video on Google Data Studio
About me
3
Online Marketing for about eight years
- Websites, Blogs, SEO, Google Analytics,
Reporting, Consulting, everything (I’m
curious and detail oriented)
BeFoundKC.com
Artistic
BrigidGreene.com
Data Wrangling, Communication,
Consulting at Hallmark Cards, Inc.
(technical facility)
About Data
Data Visualized
Benefits of Visualized Data
6
● Data in a visual context has its significance becomes clearer.
● Patterns, trends and correlations that might go undetected
in text-based data can be recognized.
● It helps you make sense of data.
● Reduced time to insight (three from Ryan Sleeper)
● Improved accuracy
● Higher audience engagement
Why Visualizing Works There are too many words here but I’m doing it anyway.
7
“The human visual system is a pattern seeker of enormous power and subtlety.
“The eye and the visual cortex of the brain form a massively parallel
processor that provides the highest-bandwidth channel into human
cognitive centers.
“At higher levels of processing, perception and cognition are closely interrelated, which is the
reason why the words "understanding" and "seeing" are synonymous.
“However, the visual system has its own rules. We can easily see patterns presented in certain
ways, but if they are presented in other ways, they become invisible. Following perception-based
rules, we can present data in such a way that the important and informative patterns stand out.”
Stephen Few, Tapping the Power of Visual Perception
.43 to 2.45 or so
A Short Intro to Data Visualization
Compare: Standard G.A. Dashboard...
9
To This....
10
To This....
11
Compare: AdWords
GA ex on Tab PubGA example
and watch
data refresh
Tableau example
for facebook
Tableau ex for
twitter
Examples
Which Dimensions and Metrics represent your objectives? One place to look is “5 Google
Analytics Custom Reports FTW!” by Avinash Kaushik
14
Three Primary Components
1. Connect to Data
2. Visualize
3. Share and/or Collaborate
1.Connect to Data
●Multiple data sources within a single viz
●Different tools, different access to data sources
Data Studio vs. Tableau vs. IBM Watson vs. Javascript, etc.
●Data Studio is just out of beta, extensive connectivity
to Google apps
●Tableau is wildly popular, and most versions have
extensive connectivity
Connect to Data
● AdWords
● Analytics
● YouTube
● Sheets/ .xlsx /.csv
● BigQuery
● Attribution 360 (Marketing Analytics)
● Build your own Google Apps Script
connectors
● Supermetrics (or Blockspring) for
facebook, Twitter, etc.
Data Studio (free) / Data Studio 360 (cost depends)
Connect to Data
● Excel
● .csv
● Access
● Tableau .tde, etc
Tableau Public (free) / Tableau Desktop ($ 999 - $1999) / Tableau Server ($1999) /
Tableau Online ($ 500 per user per year + cost of Desktop)
● Excel, .csv
● Access
● Actian Matrix
● Vectorwise
● Amazon Aurora
● Amazon EMR
● Hadoop
● Splunk
● Terradata
● Web Data Cnctr
● Aster Database
Desktop Examples ( 50 + Web Data Connectors)Public Examples (40)
18
2. Visualize!
Some Top Style Considerations in Creating a Viz
(but not limited to…)
1. Use Bar Charts - people automatically understand them
2. Limit colors to two or a few for the whole viz (i.e., brand colors)
3. Be aware of red / green color blindness (6% of men)
4. Pass the visual squint test (be readable for the real world)
5. Keep it simple
6. Focus on your audience
19
Visualize! Use a Structure
The INSIGHT Framework (Credit to Ryan Sleeper)
I Identify the question(s)
N Name KPIs
S Shape Data (if applicable)
I Initial Concept
G Gather Feedback - stakeholders are part of the process
H Hone Dashboard - Review, Revise
T Tell the Story - stories make it meaningful, sticky
20
3. Share
Data Studio / Data Studio 360
● Share to email address, 1 or more
Google Group, both (Google account
required)
● Real time collaboration, mulitple
authors
● Not embeddable
Tableau Public / Professional /
Server
● Embeddable in Wordpress
● Share on Tableau Public free
● Share privately with Desktop for $1,800
● Share privately with Server for $$$
● Reader free
Should you Share it?
https://public.tableau.com/shared/QYGRZ2XR4?:display_count=yes
There’s an art to finding the right chart for the data.
A Short Intro to Google’s Data Studio
Thank You
Email
Brigid@BeFoundKC.com
Phone
816-584-2625
o Twitter @BrigidGreene
o Google Plus +BrigidGreene
o Data Viz Portfolio “Tableau Public Gallery”
Brigid Greene Profile
How Might You Use Data Visualization to
Have Faster Insights?

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Visualizing Onine Marketing Data (KC SEM)

  • 1. Visualizing Online Marketing Data Using Google Analytics and other data sources to Help You do Better Work, Faster
  • 2. Agenda1. Intro 2. What’s Data Visualization? 3. The Benefits and a Short Video on Data Viz 4. Google Analytics Dashboard vs. Visualized G. A. Dashboards 5. Other Examples 6. Three Primary Aspects of Visualizing Data a. Connecting to Data (incl. tools) b. Visualizing c. Sharing 7. Short Video on Google Data Studio
  • 3. About me 3 Online Marketing for about eight years - Websites, Blogs, SEO, Google Analytics, Reporting, Consulting, everything (I’m curious and detail oriented) BeFoundKC.com Artistic BrigidGreene.com Data Wrangling, Communication, Consulting at Hallmark Cards, Inc. (technical facility)
  • 6. Benefits of Visualized Data 6 ● Data in a visual context has its significance becomes clearer. ● Patterns, trends and correlations that might go undetected in text-based data can be recognized. ● It helps you make sense of data. ● Reduced time to insight (three from Ryan Sleeper) ● Improved accuracy ● Higher audience engagement
  • 7. Why Visualizing Works There are too many words here but I’m doing it anyway. 7 “The human visual system is a pattern seeker of enormous power and subtlety. “The eye and the visual cortex of the brain form a massively parallel processor that provides the highest-bandwidth channel into human cognitive centers. “At higher levels of processing, perception and cognition are closely interrelated, which is the reason why the words "understanding" and "seeing" are synonymous. “However, the visual system has its own rules. We can easily see patterns presented in certain ways, but if they are presented in other ways, they become invisible. Following perception-based rules, we can present data in such a way that the important and informative patterns stand out.” Stephen Few, Tapping the Power of Visual Perception
  • 8. .43 to 2.45 or so A Short Intro to Data Visualization
  • 9. Compare: Standard G.A. Dashboard... 9
  • 13. GA ex on Tab PubGA example and watch data refresh Tableau example for facebook Tableau ex for twitter Examples Which Dimensions and Metrics represent your objectives? One place to look is “5 Google Analytics Custom Reports FTW!” by Avinash Kaushik
  • 14. 14 Three Primary Components 1. Connect to Data 2. Visualize 3. Share and/or Collaborate
  • 15. 1.Connect to Data ●Multiple data sources within a single viz ●Different tools, different access to data sources Data Studio vs. Tableau vs. IBM Watson vs. Javascript, etc. ●Data Studio is just out of beta, extensive connectivity to Google apps ●Tableau is wildly popular, and most versions have extensive connectivity
  • 16. Connect to Data ● AdWords ● Analytics ● YouTube ● Sheets/ .xlsx /.csv ● BigQuery ● Attribution 360 (Marketing Analytics) ● Build your own Google Apps Script connectors ● Supermetrics (or Blockspring) for facebook, Twitter, etc. Data Studio (free) / Data Studio 360 (cost depends)
  • 17. Connect to Data ● Excel ● .csv ● Access ● Tableau .tde, etc Tableau Public (free) / Tableau Desktop ($ 999 - $1999) / Tableau Server ($1999) / Tableau Online ($ 500 per user per year + cost of Desktop) ● Excel, .csv ● Access ● Actian Matrix ● Vectorwise ● Amazon Aurora ● Amazon EMR ● Hadoop ● Splunk ● Terradata ● Web Data Cnctr ● Aster Database Desktop Examples ( 50 + Web Data Connectors)Public Examples (40)
  • 18. 18 2. Visualize! Some Top Style Considerations in Creating a Viz (but not limited to…) 1. Use Bar Charts - people automatically understand them 2. Limit colors to two or a few for the whole viz (i.e., brand colors) 3. Be aware of red / green color blindness (6% of men) 4. Pass the visual squint test (be readable for the real world) 5. Keep it simple 6. Focus on your audience
  • 19. 19 Visualize! Use a Structure The INSIGHT Framework (Credit to Ryan Sleeper) I Identify the question(s) N Name KPIs S Shape Data (if applicable) I Initial Concept G Gather Feedback - stakeholders are part of the process H Hone Dashboard - Review, Revise T Tell the Story - stories make it meaningful, sticky
  • 20. 20 3. Share Data Studio / Data Studio 360 ● Share to email address, 1 or more Google Group, both (Google account required) ● Real time collaboration, mulitple authors ● Not embeddable Tableau Public / Professional / Server ● Embeddable in Wordpress ● Share on Tableau Public free ● Share privately with Desktop for $1,800 ● Share privately with Server for $$$ ● Reader free
  • 21. Should you Share it? https://public.tableau.com/shared/QYGRZ2XR4?:display_count=yes There’s an art to finding the right chart for the data.
  • 22. A Short Intro to Google’s Data Studio
  • 23. Thank You Email Brigid@BeFoundKC.com Phone 816-584-2625 o Twitter @BrigidGreene o Google Plus +BrigidGreene o Data Viz Portfolio “Tableau Public Gallery” Brigid Greene Profile How Might You Use Data Visualization to Have Faster Insights?