making sense of your bajillion marketing data sources
DESCRIPTION
Session slides from #data14 including table calcs in appendix.TRANSCRIPT
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Presented by:
Allison Perry
Making the Most of Your Bajillion Marketing Data Sources
Josh Lind Sasha Pasulka
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Sasha Pasulka Allison Perry
Manager, Online Marketing
Josh Lind
Senior Web Developer
2
[email protected] [email protected]
Senior Manager, Product Marketing
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“Marketers should be using all their data to make decisions. That’s what all the smart people are doing.”
- Every marketing “thought leader”
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“That’s nice, thanks. Care to tell me how?”
- Everyone tasked with actually doing this
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“….?”
- Everyone not tasked with actually doing this
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CRM•Salesforce
CMS•Drupal
WEB ANALYTICS•Google Analytics
ADVERTISING•AdWords•BingAds •AdRoll•DoubleClick
At Tableau, We Are Drowning in Data Too
SOCIAL:•Facebook •Twitter•LinkedIn•G+•YouTube
EMAIL & AUTOMATION:•Eloqua
EVENTS:•Cvent
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HOW?
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Making sense of Google Analytics data
Making sense of campaign data
Making sense of CMS data
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Making Sense of Your Google Analytics Data
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“How are all our Facebook posts impacting traffic to our website?”
- Your Boss
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“Which of my landing pages are viewed most often? Why?”
- Director of Demand Generation
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“Which of the customer stories I write are the most popular? Why?”
- Your Teammate
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Difficult to drill down or slice and dice in GA alone.
Why Tableau?
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DEMO
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Making Sense of Your Ad Campaign Data
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“Which campaigns are delivering the most qualified leads at the lowest cost?”
- Your Boss
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“Which tactics and publishers are most effective in meeting my lead gen goals?”
- You
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“What is our return on media investment per campaign?”
- Your Agency
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“Are there opportunities for ad or landing page optimization?”
- Your Campaign Managers
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While ad platforms offer packaged reports and the ability to create additional reports, they are not meant for in-depth analysis.
- Why Tableau?
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• Regular data updates are tedious
• Can’t drill down to ask more questions
• Can’t group and filter data that’s related
• No closed loop reporting
• Visual impact is limited
Challenges of ad platform reports & Excel
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• Export in-platform reports to Excel
• Format for Tableau and connect
• Mash it up with other data
• Analyze KPIs and compare across groups
• Publish up to Server/Online
• Optimize campaigns based on results
How we work with ad campaign data
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DEMO
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Making Sense of YourCMS Data
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CMS
Your primary contentWeb campaignsStaff, authors, workflowRegistrationsTraffic
What?
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Visibility without devsEasy filtersAnnoying to answer questions
Why?
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Clear questions for devs.
Pesky data…
How?
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Methods:•Export to CSV, etc.•Flattened DB source•Documentation (schema, examples)•Create ‘data source’ on Server
– Useful tables, fields, joins– Publish as TDE, or even just a workbook– You just saw how.
CMS Data Can Be Pesky
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“What blog posts do we have about education?”
- Marketing Segment Manager
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“Where do we need more content?”
- Content Marketing Team
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DEMO
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Content Coverage
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DEMO
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Oh, we forgot to mention one thing …
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Q&ABit.ly to this presentation:
bit.ly/data14marketing
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Please take the session survey
1.Tap to this session on the Schedule tab of the
Data14 app
2.Scroll down to “Feedback” and tap through the
3-question survey
3.Tap Send Feedback
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Appendix of Calculated Fields
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Finding a substring in a page URL:
contains([Page],"/learn/stories/")
Categorizing source URLs:if contains([Source],"mail") then "Email”
elseif contains([Source],"google") or contains([Source],"bing") or contains([Source],"yahoo") then "Search”
elseif contains([Source],"facebook.com") then "Facebook"elseif contains([Source],"t.co") then "Twitter”
elseif contains([Source],"linkedin") or contains([Source],"lnkd.in") then "LinkedIn”
elseif contains([Source],"(direct)") then "Direct”
elseif contains([Source],"Eloqua") then "Eloqua”
else "Other”
end
Google Analytics Calculated Fields
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• RATIOS: • CPC (Cost Per Click)
– Sum([Cost])/Sum([Clicks])• CTR (Click Through Rate)
– Sum([Clicks])/Sum([Impressions])• CPL (Cost Per Lead)
– Sum([Cost])/Sum([Conversions])• CVR (Conversion Rate)
– Sum([Conversions])/Sum([Clicks])CONVERTING DATE/TIME FIELD TO DATE TO BLEND:• Date
– Date(Left(str([DateCreated]),10))
Campaign data calculated fields