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DataDat
aData
Data
Data
Abraca-DATA
How to make analytic magic
By: Nathan Beddome
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NATHAN BEDDOME.
I love bad puns
I was a Google BOLD Intern
I love data and spreadsheets
bit.ly/nathanlinkedin
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“Grab everything you have access to” - Dobias
“And do the best you can”
e.g. Hustle
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THE PROCESS.
1. Gather all you can
2. “So what?”
3. Analyze
4. Triple check
5. Make it pretty
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1. GATHER ALL YOU CAN.
Secondary (The Big 7) - SimplyMap - Mintel - Google Trends/ Keyword Planner - Facebook Graph Search - Google - Ask your librarian
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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
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MINTEL. A Research Haven
There’s an intense research paper on pretty much every product
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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
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FACEBOOK GRAPH SEARCH.
Find valuable demographic info
Take the data with a slightgrain of salt (no one knowshow it works)
An article on it
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Statistica.
A ton of little stat packets
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GOOGLE/ ASK YOUR LIBRARIAN.
Librarians always find something that blows my mind
Brittany Rhea Deputy- [email protected]
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1. GATHER ALL YOU CAN.
Primary Data:
- Google Analytics- Facebook Insights
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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)
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GOOGLE ANALYTICS.
To Filter out data (not Admin Filters!):
- Use Segments (Don’t forget it when finished!)
OR
- Custom Reports
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FACEBOOK INSIGHTS.
You can see historical data through these tabs:
Export for some deep data digging :)
Tutorial
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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?
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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
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4. Triple Check.
Re-do the analysis or have double checking measures in place
Everyone screws up sometimes
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5. Make it pretty.
This vs. This
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Data
Data
Data
Data
THANK YOU!
Questions?