Reporting: The Best & Worst Part of Your Job
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Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst! In this talk, you’ll learn how to make better reports — including automation, design, and goal setting. (Presented at MN Search, June 21 2019)
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Reporting: The Best & Worst Part of Your Job
- 1. Reporting: The Best & Worst Part of Your Job Dana DiTomaso @danaditomaso #MNSearch
- 3. Why do we do this? #MNSearch @danaditomaso
- 5. We can’t trust the results? #MNSearch @danaditomaso
- 6. We’re only reporting on one tiny slice of the whole? #MNSearch @danaditomaso
- 7. #MNSearch @danaditomaso We need to build a system.
- 8. #MNSearch @danaditomaso Why are we here?
- 9. #MNSearch @danaditomaso Are you going tactics-first?
- 10. Take a step back. #MNSearch @danaditomaso
- 11. #MNSearch @danaditomaso Where do you want to go?
- 14. How will you get there? #MNSearch @danaditomaso
- 15. #MNSearch @danaditomaso If a tactic doesn’t relate back to the charter, discard it.
- 16. #MNSearch @danaditomaso How will you know that you’ve arrived?
- 17. #MNSearch @danaditomaso How are you going to report on these goals?
- 18. #MNSearch @danaditomaso The tools you use (mostly) don’t matter.
- 20. Who do you need to reach? #MNSearch @danaditomaso
- 21. #MNSearch @danaditomaso You are not the target market.
- 22. #MNSearch @danaditomaso Your competitors are also not the target market.
- 23. #MNSearch @danaditomaso Who are your best customers now?
- 24. #MNSearch @danaditomaso Talk to those people!
- 25. #MNSearch @danaditomaso I am a ______ who wants to ______ so I can ______
- 28. Remember: Not every touchpoint is a “Branded Experience” #MNSearch @danaditomaso
- 30. What systems are involved at each of these points? #MNSearch @danaditomaso
- 31. #MNSearch @danaditomaso Now you know what tools need to talk to each other.
- 32. #MNSearch @danaditomaso But you need a common thread.
- 33. #MNSearch @danaditomaso Enter Google Analytics’ Client ID.
- 37. This is a nice start. #MNSearch @danaditomaso
- 38. Save the CID as a session-scoped custom dimension in Google Analytics. #MNSearch @danaditomaso
- 42. Now we need to move that CID into other applications. #MNSearch @danaditomaso
- 44. What about getting other application data back into Google Analytics? #MNSearch @danaditomaso
- 45. #MNSearch @danaditomaso Did you know that you can put anything you want in Google Analytics?
- 46. #MNSearch @danaditomaso Let’s walk through an example.
- 47. Save the Google Analytics CID in a hidden field in your form. #MNSearch @danaditomaso
- 48. #MNSearch @danaditomaso When the opportunity is closed, push the result back over to Google Analytics.
- 49. You don’t need to be a developer to make this happen. #MNSearch @danaditomaso
- 50. All you need is Zapier. #MNSearch @danaditomaso
- 54. Make a test Google Analytics property just for yourself! #MNSearch @danaditomaso
- 55. #MNSearch @danaditomaso Go back to your touchpoints – what needs to be pulled together?
- 56. #MNSearch @danaditomaso Tie survey responses to purchases.
- 57. #MNSearch @danaditomaso Combine reviews with in-store visits.
- 58. #MNSearch @danaditomaso Bring online and offline purchases together.
- 59. Now your systems are talking to each other. #MNSearch @danaditomaso
- 60. #MNSearch @danaditomaso Let’s make your reporting process suck less.
- 65. Perhaps you have a UTM tagging problem. #MNSearch @danaditomaso
- 68. Thinking back to your goal charter, what do you need to include in the report? #MNSearch @danaditomaso
- 70. Resist the urge to use lots of tables. #MNSearch @danaditomaso
- 71. #MNSearch @danaditomaso You know you have the right graph element when…
- 72. #MNSearch @danaditomaso You can tell at a glance if you’re on the right path.
- 73. #MNSearch @danaditomaso You don’t have to be there to explain the report.
- 74. #MNSearch @danaditomaso In fact, the report does not require additional explanation.
- 75. #MNSearch @danaditomaso The report can be used for years to come.
- 76. #MNSearch @danaditomaso Good reports answer a question.
- 77. #MNSearch @danaditomaso Are you comparing values? - bar, combo, line, table
- 78. #MNSearch @danaditomaso What is the distribution of your data? Are there outliers? - histogram, scatter
- 79. #MNSearch @danaditomaso Do you need to show how different parts come together to show a whole? - stacked bar or area, pie
- 80. #MNSearch @danaditomaso What is the relationship between different influences? - scatter, bubble
- 81. #MNSearch @danaditomaso Are we there yet? - bullet
- 82. #MNSearch @danaditomaso Keep these design guidelines in mind.
- 83. #MNSearch @danaditomaso Only answer one or a few questions per page.
- 84. #MNSearch @danaditomaso Choose a report color and orientation based on client needs.
- 85. #MNSearch @danaditomaso Give the data room to breathe.
- 87. #MNSearch @danaditomaso Use the client’s own words.
- 90. But where is sessions by channel??? #MNSearch @danaditomaso
- 95. Get the report: kickpoint.ca/mnsearch2019 #MNSearch @danaditomaso
- 96. Ignoring what doesn’t help you is just as important as watching what does help you. #MNSearch @danaditomaso
- 98. #MNSearch @danaditomaso You can also
- 100. #MNSearch @danaditomaso One last GDS protip.
- 101. File > Report Settings #MNSearch @danaditomaso
- 102. Now you can spend your time on what matters. #MNSearch @danaditomaso