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#SMX #22C @TimGillmanDrums
EXTREME EXCEL EXCELLENCE
THE MAGIC OF CONDITIONAL LOGIC IN EXCEL
#SMX #22C @TimGillmanDrums
TODAY = BUSINESS SCHOOL
#SMX #22C @TimGillmanDrums
TODAY = BUSINESS SCHOOL … BUT A LITTLE NERDIER
#SMX #22C @TimGillmanDrums
TAKE THIS AWESOME TOOL
#SMX #22C @TimGillmanDrums
TAKE THIS AWESOME TOOL PRACTICE IT
#SMX #22C @TimGillmanDrums
TAKE THIS AWESOME TOOL PRACTICE IT APPLY & EXTEND
#SMX #22C @TimGillmanDrums
CONDITIONAL LOGIC HELPS YOU ANSWER REAL BUSINESS QUESTIONS
#SMX #22C @TimGillmanDrums
Are people who saw ad unit #37 from our holiday campaign more likely to buy because the ad worked? Or because we have a new e-commerce platform?
#SMX #22C @TimGillmanDrums
Should we segment our marketing automation audiences on their Facebook movie likes?
#SMX #22C @TimGillmanDrums
Should we buy a new, faster ecommerce platform? Or is it just that our current content stinks?
#SMX #22C @TimGillmanDrums
When does seasonality hurt or help my website?
#SMX #22C @TimGillmanDrums
LET’S SOLVE WITH DATA IT’S THAT SIMPLE, RIGHT?
#SMX #22C @TimGillmanDrums
Well…..
#SMX #22C @TimGillmanDrums
0.00%
200.00%
400.00%
600.00%
800.00%
1000.00%
1200.00%
0
200
400
600
800
1000
1200
1400
1600
1800
About that…
#SMX #22C @TimGillmanDrums
THERE’S A BETTER APPROACH
#SMX #22C @TimGillmanDrums
CONDITIONAL LOGIC!
#SMX #22C @TimGillmanDrums
WHAT IS CONDITIONAL LOGIC?
#SMX #22C @TimGillmanDrums
IT’S AN “IF _____ , THEN ____” STATEMENT
#SMX #22C @TimGillmanDrums
SIMILAR TO CONDITIONAL FORMATTING
#SMX #22C @TimGillmanDrums
SIMILAR TO CONDITIONAL FORMATTING BUT MORE POWERFUL!
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
ENABLES DATA FLEXIBILITY
#SMX #22C @TimGillmanDrums
GO FROM THIS
#SMX #22C @TimGillmanDrums
“Lets remarket” “This campaign was effective”
“Success!” “Requires more of our budget”
“Reward this department” TO THIS!
#SMX #22C @TimGillmanDrums
GO FROM THIS:
#SMX #22C @TimGillmanDrums
TO THIS:
#SMX #22C @TimGillmanDrums
MAKE THE DATA PLAY BY YOUR RULES
#SMX #22C @TimGillmanDrums
HOW TO BUILD YOUR LOGIC
#SMX #22C @TimGillmanDrums
= IF (
#SMX #22C @TimGillmanDrums
= IF ( LOGICAL TEST ,
#SMX #22C @TimGillmanDrums
= IF ( LOGICAL TEST , VALUE WHEN TRUE ,
#SMX #22C @TimGillmanDrums
= IF ( LOGICAL TEST , VALUE WHEN TRUE , VALUE WHEN FALSE )
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
= IF ( No Conversions , Remarket , Don’t Remarket )
#SMX #22C @TimGillmanDrums
= IF ( No Conversions , Remarket , Don’t Remarket )
#SMX #22C @TimGillmanDrums
= IF ( No Conversions , Remarket , Don’t Remarket )
#SMX #22C @TimGillmanDrums
= IF ( C2 = 0 ,
#SMX #22C @TimGillmanDrums
= IF ( C2 = 0 , “Yes” ,
#SMX #22C @TimGillmanDrums
= IF ( C2 = 0 , “Yes” , “No” )
#SMX #22C @TimGillmanDrums
HOW IT LOOKS IN EXCEL
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
YOU CAN HAVE YOUR DATA
SAY ANYTHING
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
WHAT IF I HAVE MULTIPLE CRITERIA?
#SMX #22C @TimGillmanDrums
UUIF OR
IF AND
#SMX #22C @TimGillmanDrums
IF OR
U
#SMX #22C @TimGillmanDrums
= IF ( Or (
#SMX #22C @TimGillmanDrums
= IF ( Or (
More than 1 conversion , Bounce Rate < 50% ) ,
#SMX #22C @TimGillmanDrums
= IF ( Or (
More than 1 conversion , Bounce Rate < 50% ) , Remarket ,
#SMX #22C @TimGillmanDrums
= IF ( Or (
More than 1 conversion , Bounce Rate < 50% ) , Remarket , Don’t Remarket )
#SMX #22C @TimGillmanDrums
= IF ( Or (
C2 > 1 , D2 < 0.5 ) ,
#SMX #22C @TimGillmanDrums
= IF ( Or (
C2 > 1 , D2 < 0.5 ) , “Yes” ,
#SMX #22C @TimGillmanDrums
= IF ( Or (
C2 > 1 , D2 < 0.5 ) , “Yes” , “No” )
#SMX #22C @TimGillmanDrums
HOW IT LOOKS IN EXCEL
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
OKAY, HOW ABOUT STRICTER CRITERIA?
#SMX #22C @TimGillmanDrums
IF AND U
#SMX #22C @TimGillmanDrums
= IF ( AND (
#SMX #22C @TimGillmanDrums
= IF ( AND (
More than 1 conversion , Bounce Rate < 50% ) ,
#SMX #22C @TimGillmanDrums
= IF ( AND (
More than 1 conversion , Bounce Rate < 50% ) , Remarket , Don’t Remarket )
#SMX #22C @TimGillmanDrums
= IF ( AND (
C2 > 1 , D2 < 0.5 ) ,
#SMX #22C @TimGillmanDrums
= IF ( AND (
C2 > 1 , D2 < 0.5 ) , “Yes” , “No” )
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
ANOTHER BENEFIT OF CONDITIONAL LOGIC
#SMX #22C @TimGillmanDrums
AVOIDING CHAOS
#SMX #22C @TimGillmanDrums
FRICTIONLESS CLARITY
#SMX #22C @TimGillmanDrums
FRICTIONLESS CLARITY ABSENCE OF SLOPPINESS
#SMX #22C @TimGillmanDrums
FRICTIONLESS CLARITY ABSENCE OF SLOPPINESS BUILDING TRUST
#SMX #22C @TimGillmanDrums
TAKE ANY ERRORS
#SMX #22C @TimGillmanDrums
IF ERROR IS NA IS BLANK SUM IF COUNT IF
#SMX #22C @TimGillmanDrums
CLEAN THEM UP!
#SMX #22C @TimGillmanDrums
APPLY & EXTEND
#SMX #22C @TimGillmanDrums
THIS LOOKS GREAT
#SMX #22C @TimGillmanDrums
NOT EVERY PLATFORM PLAYS NICELY BUT THEY ALL EXPORT TO EXCEL!
#SMX #22C @TimGillmanDrums
NOT EVERY PLATFORM PLAYS NICELY WHAT IF YOU’RE NOT PREPARED?
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
LET’S TACKLE A BUSINESS QUESTION
#SMX #22C @TimGillmanDrums
When does seasonality hurt or help my website?
#SMX #22C @TimGillmanDrums
CHECK THE DATA!
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
PIVOT THE DATA
#SMX #22C @TimGillmanDrums
DOESN’T LOOK SEASONAL…
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
January February March April May June July August September October November December
Avg. Sessions MOM Avg. Conversions MOM
#SMX #22C @TimGillmanDrums
TIME FOR LOGIC / MAGIC!!!
#SMX #22C @TimGillmanDrums
LOGIC FOR Q1, Q2, ETC.
#SMX #22C @TimGillmanDrums
#SMX #22C @TimGillmanDrums
PIVOT THE DATA
#SMX #22C @TimGillmanDrums
-50%
0%
50%
100%
150%
Q1 Q2 Q3 Q4
Avg. Conversions by Quarter
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
Q1 Q2 Q3 Q4
Avg. Sessions by Quarter
MUCH MORE CONSISTENT
#SMX #22C @TimGillmanDrums
LABEL GOOD VS. BAD
#SMX #22C @TimGillmanDrums
LABEL GOOD VS. BAD
#SMX #22C @TimGillmanDrums
LABEL GOOD VS. BAD
#SMX #22C @TimGillmanDrums
SEE YOU AT THE NEXT #SMX
THANK YOU!
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