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.
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SearchLeeds 2019 - Sam Noble - Put your money where your data is
- 1. 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
- 2. How much time do we spend reporting?
- 3. I asked over 150 people how long they spend reporting for a single business each month
- 4. SamJaneNoble#SEARCHLEEDS Up to 1 day 1 to 2 days 2 to 3 days 3 days + ? ? ? ?
- 5. SamJaneNoble#SEARCHLEEDS 32% Up to 1 day 27% 1 to 2 days 7% 2 to 3 days 34% 3 days +
- 6. Which platforms do we use for reporting?
- 7. Over 450 people answered this survey on which platforms they use for reporting
- 10. I want to show you how you can save yourself days by automating your reporting
- 11. THE TOOLS Data Studio & SuperMetrics
- 13. SamJaneNoble#SEARCHLEEDS The Google Data Studio Timeline US Public Beta launched June 2016
- 14. SamJaneNoble#SEARCHLEEDS The Google Data Studio Timeline US Public Beta launched Google removed 5 report limit June 2016 February 2017
- 15. 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
- 22. SuperMetrics: the main time saver
- 24. SamJaneNoble#SEARCHLEEDS Useful Connectors From SuperMetrics
- 26. THE CHANNELS Mining for insights
- 27. SamJaneNoble#SEARCHLEEDS The marketing channel mix Credit: Unspun Group
- 28. Unlock the insights of data with interactive dashboards
- 32. Organic Search
- 33. SamJaneNoble#SEARCHLEEDS Google Search Console Credit: Aleyda Solis
- 37. SamJaneNoble#SEARCHLEEDS Variance Against Targets Source: https://datarunsdeep.com.au/blog/setting-monthly-targets-google-data-studio
- 38. Content
- 41. SamJaneNoble#SEARCHLEEDS Mailchimp Email Campaign Value Source: http://bit.ly/ds-mailchimp-howto
- 42. Paid Search
- 46. SamJaneNoble#SEARCHLEEDS Impressions by Quality Score Overtime
- 47. SamJaneNoble#SEARCHLEEDS Interactive Map – Location Performance
- 49. Paid Social
- 50. SamJaneNoble#SEARCHLEEDS Campaign Objective and Performance
- 51. SamJaneNoble#SEARCHLEEDS Hour of the Day Transactions
- 52. SamJaneNoble#SEARCHLEEDS Audience performance breakdown Source: The Next Ad
- 54. Display
- 59. SamJaneNoble#SEARCHLEEDS Facebook Ads – up to 28 days
- 60. SamJaneNoble#SEARCHLEEDS Google Ads – up to 90 days
- 61. SamJaneNoble#SEARCHLEEDS Set conversion window in Data Studio
- 62. YOUR BUDGETS Where should you spend?
- 63. Do you have different teams or agencies running different advertising channels?
- 64. SamJaneNoble#SEARCHLEEDS Which channel/team is performing best?
- 65. SamJaneNoble#SEARCHLEEDS Search Ads & Instagram appear to be the best
- 66. But is this channel really the best performing?
- 67. If we total up the number of transactions across the channels, how many do we get?
- 68. SamJaneNoble#SEARCHLEEDS How many orders overall have there been?
- 69. 7,334 orders?
- 70. No… look again
- 71. SamJaneNoble#SEARCHLEEDS How many orders overall have there been?
- 72. SamJaneNoble#SEARCHLEEDS How many orders overall have there been?
- 73. Using the individual channels for reporting skews the data in favour of that channel
- 74. The vast majority use last click as an attribution model be default
- 78. REPORT GALLERY Templates & communities
- 82. SamJaneNoble#SEARCHLEEDS Resources & templates Source: Lee Hurst - @HelpfulLee
- 83. SamJaneNoble#SEARCHLEEDS Free Data Studio icon set Source: https://datarunsdeep.com.au/blog/grab-our-free-data-studio-icon-set-download-here
- 84. KEY TAKEAWAYS What should you do now?
- 86. This is a half image slide with a statement Get Data Studio setup for one website
- 87. This is a half image slide with a statement Spend some time working around the platform
- 88. This is a half image slide with a statement Put together a template you can use and adapt
- 89. This is a half image slide with a statement Re-invest wasted hours into something valuable
- 90. SamJaneNoble Thank you for listening. S E A R C H L E E D S 1 9 CONTACT DETAILS 0 2 0 8 1 2 3 0 2 9 0 i n f o @ b i d d a b l e m o m e n t s . c o m