abraca-data: how to do research for a business or communications class project

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Abraca-DATA

How to make analytic magic

By: Nathan Beddome

NATHAN BEDDOME.

I love bad puns

I was a Google BOLD Intern

I love data and spreadsheets

bit.ly/nathanlinkedin

“Grab everything you have access to” - Dobias

“And do the best you can”

e.g. Hustle

THE PROCESS.

1. Gather all you can

2. “So what?”

3. Analyze

4. Triple check

5. Make it pretty

1. GATHER ALL YOU CAN.

Secondary (The Big 7) - SimplyMap - Mintel - Google Trends/ Keyword Planner - Facebook Graph Search - Google - Ask your librarian

SIMPLYMAP. The Big One

Everything you ever wanted by geographic location (zip code even) - Census - MRI Consumer Surveys - SimmonsLOCAL

The maps are great eye candy for presenting, but the real analytic power comes from the standard tables

MINTEL. A Research Haven

There’s an intense research paper on pretty much every product

GOOGLE TRENDS/ KEYWORD PLANNER.

See graphs and get data on what people are searching

An article on Google Trends

A video on the keyword planner

FACEBOOK GRAPH SEARCH.

Find valuable demographic info

Take the data with a slightgrain of salt (no one knowshow it works)

An article on it

Statistica.

A ton of little stat packets

GOOGLE/ ASK YOUR LIBRARIAN.

Librarians always find something that blows my mind

Brittany Rhea Deputy- b.deputy@austin.utexas.edu

1. GATHER ALL YOU CAN.

Primary Data:

- Google Analytics- Facebook Insights

GOOGLE ANALYTICS. You can easily drown in data, so things to keep in mind:- Do the Analytics Academy Fundamentals! (Unit 5 is all you need to watch)

- Be mindful of the time period

- Look for trends- You can export anything into excel :)

Most valuable standard reports for this project: - Audience (Overview, Demographics if available, Geo- Location, Mobile- Overview) - Acquisition (All traffic, Adwords if they do SEM, Social if available) - Behavior (Site Content-> All pages & Content Drilldown, Events if available, Engagement, In-page Analytics) - Conversions (If available)

GOOGLE ANALYTICS.

To Filter out data (not Admin Filters!):

- Use Segments (Don’t forget it when finished!)

OR

- Custom Reports

FACEBOOK INSIGHTS.

You can see historical data through these tabs:

Export for some deep data digging :)

Tutorial

2. “SO WHAT?”

Ask 10-15 questions that you can answer with the data

The time it will take to analyze every single dimension and metric

The amount of time you have

1. Who currently is the most valuable customer?2. Who is a potential most valuable customer?3. Who is the top brand ambassadors? 4. What channels bring the highest ROI?5. Where can they improve digitally for minimal investment?

3. ANALYZE.

Sort out the top facts from written resources (e.g. Mintel)

Look and mess with dashboards

Excel- Use, Conditional Formatting, Graphs and Pivot Tables! - Best way to see high level truths in data

4. Triple Check.

Re-do the analysis or have double checking measures in place

Everyone screws up sometimes

5. Make it pretty.

This vs. This

Data

Data

Data

Data

THANK YOU!

Questions?