3 steps to visualize analytics in excel
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March 5th, 2015
3 STEPS TO VISUALIZE ANALYTICS IN EXCEL
Timothy Gillman
Analytics Strategist – Portent Inc.
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
WHO I AM
• EXCEL WIZARD
• SPECIALIZE IN
BUILDING DATA TOOLS
• MOHAWK
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
1 - GET THE DATA
2 - ORGANIZE IT
3 - VISUALIZE IT
BONUS – HIGH END STUFF!!!
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
PRESENT YOUR DATA!
WHO TEAM MEMBER
WHAT TOP 10 BLOG POSTS
TIME JANUARY
METRIC UNIQUE VISITORS
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
PRACTICE MAKES PERFECT
(EVEN FOR DATA NERDS)
CUSTOMIZATION:
RAW DATA > PLATFORM
DATA
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
Page Unique Visitors
sports 5531
cooking 3520
romance 2049
architecture 1986
travel 1877
origami 1845
tv 1493
gaming 1488
theatre 1474
fitness 1275
literature 1215
astronomy 1207
law 1106
music 1027
community 1021
sales 1015
parenting 935
nature 919
politics 874
movies 784
marketing 715
transportation 713
THE BASICS
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
OMNITURE
DIMENSIONS
METRICS
EXCEL
CATEGORIES
DATA SERIES
=
=
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
sports
cooking
romance
architecture
travel
origami
tv
gaming
theatre
fitness
literature
astronomy
law
music
community
sales
parenting
nature
politics
movies
I MADE THESE UP
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
METRICS
OMNITUREsports
cooking
romance
architecture
travel
origami
tv
gaming
theatre
fitness
literature
astronomy
law
music
community
sales
parenting
nature
politics
movies
DIMENSIONS
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
DATA SERIES
EXCELsports
cooking
romance
architecture
travel
origami
tv
gaming
theatre
fitness
literature
astronomy
law
music
community
sales
parenting
nature
politics
movies
CATEGORIES
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
Page Unique Visitors
sports 5531
cooking 3520
romance 2049
architecture 1986
travel 1877
origami 1845
tv 1493
gaming 1488
theatre 1474
fitness 1275
literature 1215
astronomy 1207
law 1106
music 1027
commnity 1021
sales 1015
parenting 935
nature 919
politics 874
HIGHLIGHT
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0
1000
2000
3000
4000
5000
6000
Unique Visitors
Unique Visitors
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
TUFTE’S RULE
MINIMIZE THE RATIO OF INK
TO DATA
COLUMNS = DATA
EVERYTHING ELSE = INK
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0
1000
2000
3000
4000
5000
6000
Blog Post Unique Visitors - January
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
5531
3520
2049 1986 1877 18451493 1488 1474 1275
Blog Post Unique Visitors - January
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
Page Unique Visitors
sports 5531
cooking 3520
romance 2049
architecture 1986
travel 1877
origami 1845
tv 1493
gaming 1488
theatre 1474
fitness 1275
literature 1215
astronomy 1207
law 1106
music 1027
commnity 1021
sales 1015
parenting 935
nature 919
politics 874
ORGANIZED IT
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0
1000
2000
3000
4000
5000
6000
Blog Post Unique Visitors - January
VISUALIZED IT
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
PRESENT YOUR DATA!
WHO CEO
WHAT ALL CHANNELS
TIME Q4 OF 2014
METRICS SESSIONS
GOAL CONV. RATE
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
GA
DIMENSIONS
METRICS
EXCEL
CATEGORIES
DATA SERIES
=
=
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
Row Labels Total Sessions Goal Conv. Rate
Direct 88584 0.04%
Email 976 0.31%
Organic Search 155848 0.05%
Paid Search 32477 0.01%
Referral 36428 0.15%
Social 17076 0.02%
PIVOT TABLE!
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
Direct Email Organic Search Paid Search Referral Social
Total Sessions
Goal Conversion Rate
VISUALIZE…
UH OH!
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
Direct Email Organic Search Paid Search Referral Social
Total Sessions
Goal Conversion Rate
WHERE’S THE
GREEN?!?!
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
Direct Email Organic Search Paid Search Referral Social
Total Sessions
Goal Conversion Rate
ALMOST THERE…
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Direct Email Organic Search Paid Search Referral Social
Sessions & Conversion Rate by Channel - Q4 2014
Total Sessions
Goal Conversion Rate
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Direct Email Organic
Search
Paid Search Referral Social
Con
v. R
ate
Ses
sion
s
Sessions & Conversion Rate by Channel - Q4 2014
Total Sessions
Goal Conversion Rate
AXIS TITLES
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
Row Labels Total Sessions Goal Conv. Rate
Direct 88584 0.04%
Email 976 0.31%
Organic Search 155848 0.05%
Paid Search 32477 0.01%
Referral 36428 0.15%
Social 17076 0.02%
ORGANIZED IT
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Direct Email Organic
Search
Paid Search Referral Social
Con
v. R
ate
Ses
sion
s
Sessions & Conversion Rate by Channel - Q4 2014
Total Sessions
Goal Conversion Rate
VISUALIZED IT
searchmarketingexpo.com@TimGillmanDrums
#SMX #33D
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