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Visualizing Online Marketing DataUsing Google Analytics and other data sources to Help You do Better Work, Faster
Agenda1. Intro2. What’s Data Visualization? 3. The Benefits and a Short Video on Data Viz4. Google Analytics Dashboard vs. Visualized G. A.
Dashboards 5. Other Examples6. Three Primary Aspects of Visualizing Data
a. Connecting to Data (incl. tools)b. Visualizingc. Sharing
7. Short Video on Google Data Studio
About me
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Online Marketing for about eight years - Websites, Blogs, SEO, Google Analytics, Reporting, Consulting, everything (I’m curious and detail oriented)BeFoundKC.com
Artistic BrigidGreene.com
Data Wrangling, Communication, Consulting at Hallmark Cards, Inc. (technical facility)
About Data
Data Visualized
Benefits of Visualized Data
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● Data in a visual context has its significance becomes clearer.
● Patterns, trends and correlations that might go undetected in text-based data can be recognized.
● It helps you make sense of data.
● Reduced time to insight (three from Ryan Sleeper)
● Improved accuracy
● Higher audience engagement
Why Visualizing Works There are too many words here but I’m doing it anyway.
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“The human visual system is a pattern seeker of enormous power and subtlety.
“The eye and the visual cortex of the brain form a massively parallel processor that provides the highest-bandwidth
channel into human cognitive centers. “At higher levels of processing, perception and cognition are closely interrelated, which
is the reason why the words "understanding" and "seeing" are synonymous.
“However, the visual system has its own rules. We can easily see patterns presented in certain ways, but if they are presented in other ways, they become invisible. Following
perception-based rules, we can present data in such a way that the important and informative patterns stand out.”
Stephen Few, Tapping the Power of Visual Perception
Compare: Standard G.A. Dashboard...
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To This....
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To This....
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Compare: AdWords
GA ex on Tab Pub
GA example
and watch data refresh
Tableau example for facebook
Tableau ex for twitter
Examples
Which Dimensions and Metrics represent your objectives? One place to look is “5 Google Analytics Custom Reports FTW!” by Avinash Kaushik
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Three Primary Components
1.Connect to Data2.Visualize3.Share and/or Collaborate
1.Connect to Data●Multiple data sources within a single viz●Different tools, different access to data sources
Data Studio vs. Tableau vs. IBM Watson vs. Javascript, etc.
●Data Studio is just out of beta, extensive connectivity to Google apps
●Tableau is wildly popular, and most versions have extensive connectivity
Connect to Data
● AdWords● Analytics● YouTube● Sheets/ .xlsx /.csv
● BigQuery● Attribution 360 (Marketing Analytics)● Build your own Google Apps Script
connectors● Supermetrics (or Blockspring) for
facebook, Twitter, etc.
Data Studio (free) / Data Studio 360 (cost depends)
Connect to Data
●Excel
● .csv
●Access
●Tableau .tde, etc
●Web Data Cnctr ●OData
Tableau Public (free) / Tableau Desktop ($ 999 - $1999) / Tableau Server ($1999) / Tableau Online ($ 500 per user per
year + cost of Desktop)
●Excel, .csv●Access●Actian Matrix●Vectorwise●Amazon Aurora●Amazon EMR
●Amazon
Redshift●Tableau .tde,
etc.
●Cloudera
●Hadoop●Splunk●Terradata●Web Data Cnctr●Aster Database●Cisco Information●Server●OData
Desktop Examples ( 50 + Web Data Connectors)
Public Examples (40)
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2. Visualize!Some Top Style Considerations in Creating a Viz (but not limited to…)
1. Use Bar Charts - people automatically understand them
2. Limit colors to two or a few for the whole viz (i.e., brand colors)
3. Be aware of red / green color blindness (6% of men)
4. Pass the visual squint test (be readable for the real world)
5. Keep it simple
6. Focus on your audience
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Visualize! Use a Structure
The INSIGHT Framework (Credit to Ryan Sleeper)I Identify the question(s)N Name KPIsS Shape Data (if applicable)I Initial ConceptG Gather Feedback - stakeholders are part of the process H Hone Dashboard - Review, ReviseT Tell the Story - stories make it meaningful, sticky
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3. ShareData Studio / Data
Studio 360
●Share to email address, 1 or more Google Group, both (Google account required)
●Real time collaboration, mulitple authors
●Not embeddable
Tableau Public / Professional / Server
●Embeddable in Wordpress
●Share on Tableau Public free
●Share privately with Desktop for $1,800
●Share privately with Server for $$$
●Reader free
Should you Share it?
https://public.tableau.com/shared/QYGRZ2XR4?:display_count=yes
There’s an art to finding the right chart for the data.
Thank You
EmailBrigid@BeFoundKC.com
Phone
816-584-2625
o Twitter @BrigidGreene
o Google Plus +BrigidGreene
o Data Viz Portfolio “Tableau Public Gallery” Brigid Greene Profile
How Might You Use Data Visualization to Have Faster
Insights?
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