SearchLeeds 2019 - Sam Noble - Put your money where your data is

•

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In a world where we are taking advantage of a variety of different marketing channels, how do we report effectively to understand which channel is responsible for the business growth? And how do we do this without having someone crunching numbers for hours and even days each month? During this highly actionable session, Sam introduces you to Google Data Studio and SuperMetrics, showing you how to visualise data from different channels easily, helping you to use data to dictate where you should allocate your marketing budgets and more.

Marketing

SamJaneNoble
Put your money where your
mouth data is
(and regain 3+ days a month)
S A M N O B L E
S E A R C H L E E D S 1 9

I asked over 150 people how long they spend
reporting for a single business each month

SamJaneNoble#SEARCHLEEDS
Up to 1
day
1 to 2
days
2 to 3
days
3 days
+
? ? ? ?

SamJaneNoble#SEARCHLEEDS
32%
Up to 1
day
27%
1 to 2
days
7%
2 to 3
days
34%
3 days
+

Which
platforms do
we use for
reporting?

Over 450 people answered this survey on which
platforms they use for reporting

SamJaneNoble#SEARCHLEEDS
Microsoft
Excel
Google
Sheets
Data
Studio
Other
Tools
? ? ? ?

SamJaneNoble#SEARCHLEEDS
34%
Microsoft
Excel
22%
Google
Sheets
34%
Data
Studio
10%
Other
Tools

I want to show you how you can save
yourself days by automating your
reporting

SamJaneNoble#SEARCHLEEDS
Google Data Studio

SamJaneNoble#SEARCHLEEDS
The Google Data Studio Timeline
US Public
Beta
launched
June 2016

SamJaneNoble#SEARCHLEEDS
The Google Data Studio Timeline
US Public
Beta
launched
Google
removed 5
report limit
June 2016 February 2017

SamJaneNoble#SEARCHLEEDS
The Google Data Studio Timeline
US Public
Beta
launched
Google
removed 5
report limit
Two year Beta
testing period
ended
June 2016 February 2017 September 2018

Over 500
official data
sources
available.

SamJaneNoble#SEARCHLEEDS
The Google connectors (free)

SamJaneNoble#SEARCHLEEDS
The community connectors (free)

SamJaneNoble#SEARCHLEEDS
Partner connectors (paid)

SamJaneNoble#SEARCHLEEDS
Useful Connectors From SuperMetrics

SamJaneNoble#SEARCHLEEDS
The marketing channel mix
Credit: Unspun Group

Unlock the
insights of data
with interactive
dashboards

SamJaneNoble#SEARCHLEEDS
Website Reporting Suite

SamJaneNoble#SEARCHLEEDS
Monthly Commentary

SamJaneNoble#SEARCHLEEDS
Live Performance Dashboard

SamJaneNoble#SEARCHLEEDS
Google Search Console
Credit: Aleyda Solis

SamJaneNoble#SEARCHLEEDS
Google My Business

SamJaneNoble#SEARCHLEEDS
Variance Against Targets
Source: https://datarunsdeep.com.au/blog/setting-monthly-targets-google-data-studio

SamJaneNoble#SEARCHLEEDS
Internal Content Performance

SamJaneNoble#SEARCHLEEDS
Blog Content Performance

SamJaneNoble#SEARCHLEEDS
Mailchimp Email Campaign Value
Source: http://bit.ly/ds-mailchimp-howto

SamJaneNoble#SEARCHLEEDS
Auction Insights

SamJaneNoble#SEARCHLEEDS
Auction Insights Graphed

SamJaneNoble#SEARCHLEEDS
Impressions by Quality Score Overtime

SamJaneNoble#SEARCHLEEDS
Interactive Map – Location Performance

SamJaneNoble#SEARCHLEEDS
Campaign Objective and Performance

SamJaneNoble#SEARCHLEEDS
Hour of the Day Transactions

SamJaneNoble#SEARCHLEEDS
Audience performance breakdown
Source: The Next Ad

SamJaneNoble#SEARCHLEEDS
Social Media Referrals

SamJaneNoble#SEARCHLEEDS
Performance Dashboard

SamJaneNoble#SEARCHLEEDS
Placement performance

SamJaneNoble#SEARCHLEEDS
Demographic insights

SamJaneNoble#SEARCHLEEDS
Facebook Ads – up to 28 days

SamJaneNoble#SEARCHLEEDS
Google Ads – up to 90 days

SamJaneNoble#SEARCHLEEDS
Set conversion window in Data Studio

Do you have different teams or agencies
running different advertising channels?

SamJaneNoble#SEARCHLEEDS
Which channel/team is performing best?

SamJaneNoble#SEARCHLEEDS
Search Ads & Instagram appear to be the best

But is this channel really the best performing?

If we total up the number of transactions
across the channels, how many do we get?

SamJaneNoble#SEARCHLEEDS
How many orders overall have there been?

Using the individual channels for reporting
skews the data in favour of that channel

The vast majority use last click as an
attribution model be default

SamJaneNoble#SEARCHLEEDS
Google Analytics attribution tool

SamJaneNoble#SEARCHLEEDS
Facebook Attribution Tool

SamJaneNoble#SEARCHLEEDS
Cubed.ai attribution tool

SamJaneNoble#SEARCHLEEDS
Featured Templates

SamJaneNoble#SEARCHLEEDS
Marketing templates

SamJaneNoble#SEARCHLEEDS
Community templates

SamJaneNoble#SEARCHLEEDS
Resources & templates
Source: Lee Hurst - @HelpfulLee

SamJaneNoble#SEARCHLEEDS
Free Data Studio icon set
Source: https://datarunsdeep.com.au/blog/grab-our-free-data-studio-icon-set-download-here

SamJaneNoble#SEARCHLEEDS
https://blog.hubspot.com/marketing/google-data-studio

This is a
half image
slide with
a
statement
Get Data
Studio
setup for
one website

This is a
half image
slide with
a
statement
Spend some
time working
around the
platform

This is a
half image
slide with
a
statement
Put together
a template
you can use
and adapt

This is a
half image
slide with
a
statement
Re-invest
wasted
hours into
something
valuable

SamJaneNoble
Thank you
for listening.
S E A R C H L E E D S 1 9
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