Data Visualization - Tracking & Reporting Automation - SMXL Milan

15 NOVEMBER 2017

Tracking amp Reporting Automation

David Iwanow

SEO Manager Global Deployments Schibsted

Davidiwanowwwwsmxlit SMXLmilan

Brands Irsquove worked with over the past 10 years


Join our team we are operating across 22 countries


Key items on benefits of visualising your data

1 Makes for better story telling for what is going rightwrong

2 Allows for deeper analysis amp new insights on your data

3 Discover issues earlier because data point breaks a trend

4 Can customize reports to match agency or client branding

5 Allows quick and easy comparison on complex data points

6 Forecast performance amp measure success against KPIs

7 Reporting becomes easier more consistent amp repeatable

8 Slice data anyway (Tax Calendar QTR MoM YoY WoW Custom)


Key items on full or partial automation of reporting

1 Reduces human errors (typos wrong months wrong client)

2 Quicker insights amp reportinghellip not spending 3 days in excel

3 Reporting becomes more scalable

4 Standardize your reporting based on project type or budgets

5 Single points of failure are reduced

6 The task becomes less tedious

7 Offer reporting in almost real-time if you want

8 Include any data point (offline sales phone logs store visits)

9 Focus on actual insights instead just doing data entry tasks


What connectors does Data Studio Support


Why start with Google Data Studio for reporting

1 Itrsquos free so everyone can afford to use it

2 Itrsquos in Beta so expect not everything works as expected or may change

3 Easily connect with several Google products

4 Sharing and controlling access is same as most Google Doc products

5 Itrsquos self hosted so no need for IT resources to get up and running

6 You need to start improving your reporting somewhere


Google has a few pre-built templates like this


Quickly understand how your AMP pages are failing


Pre-built AdWords reports can be customised


See top level insights quicker than AdWords interface


Easily understand organic performance of top pages


How can you use DataStudio for SEO insights


How can you use DataStudio for device performance


How can you use DataStudio for CTR insights




How can you use DataStudio link building insights


Clean up your exported data ready for DataStudio import


Ensure field data type aligns amp data format is correct


Offer an interactive dashboard to visualise your data


Why donrsquot I use Google Data Studio for reporting

1 Itrsquos still a really simple reporting platform

2 There is no real support channels for the platform

3 Not enough consultants that offer technical supportsetup

4 Not enough pre-built templates exist

5 Data can differ from GSC interface amp GDS report

6 Canrsquot easily combine data sets in one dashboard

7 Cloud based and often is slow to refresh data

8 It only supports mainly Google platforms

9 Very little granular control of what data you import via filters

10Canrsquot easily clean up what data you import

11 Filters are of limited use when trying to clean up your data

12Have to change date format to use US format


Tableau supports connections to a file or a servercloud


Tableau also supports web data connectors


Why do I prefer Tableau for data visualisation

1 Itrsquos a steep learning curve but you can build your own dashboards

2 They have plenty of support channels and certified consultants

3 More control over reformatting amp cleaning imported data

4 More control over visualisations charts and graphics

5 Have the ability to work with your data offline

6 More options for interactivity with dashboards


Visualise data from Majestic on SEO landscape


Understand how competitors changed over last 7 days


Split out brandnon-brand traffic in a simple way


Track HP vs NonHP and annotate significant changes


Understand the number of URLs driving traffic by page type


Visualise under performance in featured SERPs


Visualize the share of voice performance


Visualize your link building activities


Visualize your Google Search Console data


Visualize changes to DeepCrawl data over time


Visualize your load performance against competitors



Brands Irsquove worked with over the past 10 years


































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































Data & Analytics

Data Visualization - Tracking & Reporting Automation - SMXL Milan