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©2017 Seer Interactive • p1
Power BI For Marketers
Make Big Data Easy Again
Talk About Money
Simplicity
©2017 Seer Interactive • p5
“Bigger Data”
Failure is Hard…
What’s The Most
Important Thing
I could work on?
Get
This
Book!
What’s Most Important
If every other area of
our operation stayed at
the current level of
performance,
If every other area of
our operation stayed at
the current level of
performance, what is
the one area where
change would h...
Instant
Focus
Team Swap!
18 months of
deep focus
1 Person Swapped
Not
Impressed
149 People Doing This
I had seen the light
I had new tools
PIVOT!
©2017 Seer Interactive • p23
I use Power BI
Domo, Tableau
©2017 Seer Interactive • p24
Let’s Get Started
©2017 Seer Interactive • p25
Evaluate the
Current State of
Keyword Research
Step 1, talk w/ client
Step 2, tools,
Keywords + volume
Step 3,
apply CTR
©2017 Seer Interactive • p29
Prioritize, then
optimize
What possible…
250,000 keywords, with cost, position,
conversions, snippets, REAL CTR, etc etc
©2017 Seer Interactive • p36
Stop falling for
Search Volume x CTR Curve
Farce
Build a
Data Warehouse
Adwords
Analytics
Rank data
Clean Data
©2017 Seer Interactive • p46
Keyword
 Easy (Search Query vs Keyword)
URL
 Stat: www.domain.com/page.html
 SEMrush: http...
Look at all I have available…
©2017 Seer Interactive • p49
Landing Pages = 5000 Rows * 10 Factors = 50,000
SEMRush = 12082 Rows * 15 = 181,230
STAT = 48...
©2017 Seer Interactive • p50
Bringing a knife to a data fight?
5,061,030
©2017 Seer Interactive • p51
Screaming frog
1500 * 55 factors
Import
Data
©2017 Seer Interactive • p53
Clean Data – Now What?
Connect
That
Shizz
I got this! I got this!
I got this!
But we are
gonna have
to cheat!
What’s Possible…
©2017 Seer Interactive • p67
In a typical CTR / CVR estimate world
you take
24,000 searches * CTR #4 at 7%
Filters
©2017 Seer Interactive • p72
Visual Filter
vs
Page Filter
vs
Report Filter
Integrate
3 Data Sets
What do
you see?
What do
you see?
OOPS
Check Your
Calculations
©2017 Seer Interactive • p87
Worth Optimizing?
Visualization
What am I looking at Wil??????
©2017 Seer Interactive • p96
Second Favorite Visual
(Competitors + Snippets)
©2017 Seer Interactive • p100
Know Which Converting KWs in PPC are most likely to be
impacted by Rich Snippets
Am I also Ranking Organically?
Technical SEO
+
PPC?
©2017 Seer Interactive • p111
Up To You!
You use SEMRush
Volume, CPC, _____ Data, ?
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
PowerBI for Search Marketers (SEO, PPC, Analytics)
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PowerBI for Search Marketers (SEO, PPC, Analytics)

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How to use PowerBi to improve search marketing, combining data sets from SEO, PPC, Analytics, & even the weather!

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PowerBI for Search Marketers (SEO, PPC, Analytics)

  1. 1. ©2017 Seer Interactive • p1 Power BI For Marketers Make Big Data Easy Again
  2. 2. Talk About Money
  3. 3. Simplicity
  4. 4. ©2017 Seer Interactive • p5 “Bigger Data”
  5. 5. Failure is Hard…
  6. 6. What’s The Most Important Thing I could work on?
  7. 7. Get This Book!
  8. 8. What’s Most Important
  9. 9. If every other area of our operation stayed at the current level of performance,
  10. 10. If every other area of our operation stayed at the current level of performance, what is the one area where change would have the biggest impact?
  11. 11. Instant Focus
  12. 12. Team Swap! 18 months of deep focus
  13. 13. 1 Person Swapped
  14. 14. Not Impressed
  15. 15. 149 People Doing This
  16. 16. I had seen the light
  17. 17. I had new tools
  18. 18. PIVOT!
  19. 19. ©2017 Seer Interactive • p23 I use Power BI Domo, Tableau
  20. 20. ©2017 Seer Interactive • p24 Let’s Get Started
  21. 21. ©2017 Seer Interactive • p25 Evaluate the Current State of Keyword Research
  22. 22. Step 1, talk w/ client
  23. 23. Step 2, tools, Keywords + volume
  24. 24. Step 3, apply CTR
  25. 25. ©2017 Seer Interactive • p29 Prioritize, then optimize
  26. 26. What possible… 250,000 keywords, with cost, position, conversions, snippets, REAL CTR, etc etc
  27. 27. ©2017 Seer Interactive • p36 Stop falling for Search Volume x CTR Curve Farce
  28. 28. Build a Data Warehouse
  29. 29. Adwords
  30. 30. Analytics
  31. 31. Rank data
  32. 32. Clean Data
  33. 33. ©2017 Seer Interactive • p46 Keyword  Easy (Search Query vs Keyword) URL  Stat: www.domain.com/page.html  SEMrush: http:// www.domain.com/page.html  Analytics: /page.html  PPC: 3.domain/page.html?afid=541
  34. 34. Look at all I have available…
  35. 35. ©2017 Seer Interactive • p49 Landing Pages = 5000 Rows * 10 Factors = 50,000 SEMRush = 12082 Rows * 15 = 181,230 STAT = 4820 * 15 = 57,000 GSC Queries = 1,000 * 5 = 5,000 GSC LPS = 1,000 * 5 = 5,000 SQ report = 340,200 * 14 = 4,762,800
  36. 36. ©2017 Seer Interactive • p50 Bringing a knife to a data fight? 5,061,030
  37. 37. ©2017 Seer Interactive • p51 Screaming frog 1500 * 55 factors
  38. 38. Import Data
  39. 39. ©2017 Seer Interactive • p53 Clean Data – Now What?
  40. 40. Connect That Shizz
  41. 41. I got this! I got this! I got this!
  42. 42. But we are gonna have to cheat!
  43. 43. What’s Possible…
  44. 44. ©2017 Seer Interactive • p67 In a typical CTR / CVR estimate world you take 24,000 searches * CTR #4 at 7%
  45. 45. Filters
  46. 46. ©2017 Seer Interactive • p72 Visual Filter vs Page Filter vs Report Filter
  47. 47. Integrate 3 Data Sets
  48. 48. What do you see?
  49. 49. What do you see?
  50. 50. OOPS
  51. 51. Check Your Calculations
  52. 52. ©2017 Seer Interactive • p87 Worth Optimizing?
  53. 53. Visualization
  54. 54. What am I looking at Wil??????
  55. 55. ©2017 Seer Interactive • p96 Second Favorite Visual (Competitors + Snippets)
  56. 56. ©2017 Seer Interactive • p100 Know Which Converting KWs in PPC are most likely to be impacted by Rich Snippets
  57. 57. Am I also Ranking Organically?
  58. 58. Technical SEO + PPC?
  59. 59. ©2017 Seer Interactive • p111 Up To You!
  60. 60. You use SEMRush Volume, CPC, _____ Data, ?
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How to use PowerBi to improve search marketing, combining data sets from SEO, PPC, Analytics, & even the weather!

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