3 Steps to Visualize Analytics in Excel

March 5th, 2015

3 STEPS TO VISUALIZE ANALYTICS IN EXCEL

Timothy Gillman

Analytics Strategist – Portent Inc.

searchmarketingexpo.com

@TimGillmanDrums #SMX #33D

WHO I AM

• EXCEL WIZARD

• SPECIALIZE IN

BUILDING DATA TOOLS

• MOHAWK



I WORK HERE IN

SEATTLE



DO YOU USE DATA?

DO YOU SEND OUT

REPORTS?



GOAL:

THEY DON’T HAVE TO

ASK YOU QUESTIONS



DATA!!!

PLEASE

HELP

ME

WHY

AHHHH





1 - GET THE DATA

2 - ORGANIZE IT

3 - VISUALIZE IT

BONUS – HIGH END STUFF!!!



ME YOU? COOL!



PLATFORM 1

ADOBE ANALYTICS

AKA: OMNITURE



PRESENT YOUR DATA!

WHO TEAM MEMBER

WHAT TOP 10 BLOG POSTS

TIME JANUARY

METRIC UNIQUE VISITORS



GET THE DATA



CLICK VIEW ALL REPORTS



GO TO THE

PAGES REPORT



FILTER FOR

“BLOG”



PRACTICE MAKES PERFECT

(EVEN FOR DATA NERDS)

CUSTOMIZATION:

RAW DATA > PLATFORM

DATA



CLICK

DOWNLOAD



CLICK CSV



ORGANIZE THE DATA



Page Unique Visitors

sports 5531

cooking 3520

romance 2049

architecture 1986

travel 1877

origami 1845

tv 1493

gaming 1488

theatre 1474

fitness 1275

literature 1215

astronomy 1207

law 1106

music 1027

community 1021

sales 1015

parenting 935

nature 919

politics 874

movies 784

marketing 715

transportation 713

THE BASICS



OMNITURE

DIMENSIONS



OMNITURE

DIMENSIONS

METRICS



OMNITURE

DIMENSIONS

METRICS

EXCEL

CATEGORIES

DATA SERIES

=

=



sports

cooking

romance

architecture

travel

origami

tv

gaming

theatre

fitness

literature

astronomy

law

music

community

sales

parenting

nature

politics

movies

I MADE THESE UP



METRICS

OMNITURE sports

cooking

romance

architecture

travel

origami

tv

gaming

theatre

fitness

literature

astronomy

law

music

community

sales

parenting

nature

politics

movies

DIMENSIONS



DATA SERIES

EXCEL sports

cooking

romance

architecture

travel

origami

tv

gaming

theatre

fitness

literature

astronomy

law

music

community

sales

parenting

nature

politics

movies

CATEGORIES



VISUALIZE THE DATA



CLICK TABLES



PICK A STYLE






sports 5531

cooking 3520

romance 2049

architecture 1986

travel 1877

origami 1845

tv 1493

gaming 1488

theatre 1474

fitness 1275

literature 1215

astronomy 1207

law 1106

music 1027

commnity 1021

sales 1015

parenting 935

nature 919

politics 874

HIGHLIGHT



CLICK ON CHARTS



PICK A STYLE



PICK A CHART



0

1000

2000

3000

4000

5000

6000

Unique Visitors

Unique Visitors



EDWARD TUFTE

EXPERT ON DATA

VISUALIZATION



TUFTE’S RULE

MINIMIZE THE RATIO OF INK

TO DATA

COLUMNS = DATA

EVERYTHING ELSE = INK



0

1000

2000

3000

4000

5000

6000

Blog Post Unique Visitors - January



VISUAL OPTIONS



5531

3520

2049 1986 1877 1845 1493 1488 1474 1275




REMEMBER THE PROCESS!



GOT THE DATA




sports 5531

cooking 3520

romance 2049

architecture 1986

travel 1877

origami 1845

tv 1493

gaming 1488

theatre 1474

fitness 1275

literature 1215

astronomy 1207

law 1106

music 1027

commnity 1021

sales 1015

parenting 935

nature 919

politics 874

ORGANIZED IT



0

1000

2000

3000

4000

5000

6000


VISUALIZED IT





PLATFORM 2

GOOGLE ANALYTICS

AKA: GA



PRESENT YOUR DATA!

WHO CEO

WHAT ALL CHANNELS

TIME Q4 OF 2014

METRICS SESSIONS

GOAL CONV. RATE



GET THE DATA



SEARCH FOR

CHANNELS



THE BASICS…WITH

OTHER STUFF



DOWNLOAD THE CSV



ORGANIZE THE DATA



GA

DIMENSIONS

METRICS

EXCEL

CATEGORIES

DATA SERIES

=

=



HIGHLIGHT THE DATA



CLICK DATA TO ACCESS

PIVOT TABLES



CLICK PIVOT TABLE

SELECT MANUAL OPTION





DIMENSION

=

ROW LABEL



DIMENSION

=

ROW LABEL



METRICS

=

VALUES



METRICS

=

VALUES



Row Labels Total Sessions Goal Conv. Rate

Direct 88584 0.04%

Email 976 0.31%

Organic Search 155848 0.05%

Paid Search 32477 0.01%

Referral 36428 0.15%

Social 17076 0.02%

PIVOT TABLE!



0

20000

40000

60000

80000

100000

120000

140000

160000

180000

Direct Email Organic Search Paid Search Referral Social

Total Sessions

Goal Conversion Rate

VISUALIZE…

UH OH!



0

20000

40000

60000

80000

100000

120000

140000

160000

180000


Total Sessions


WHERE’S THE

GREEN?!?!





CLICK FORMAT



SELECT 2ND

DATA SERIES



CLICK FORMAT

SELECTION



SELECT

SECONDARY AXIS



0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0

20000

40000

60000

80000

100000

120000

140000

160000

180000


Total Sessions


ALMOST THERE…



PICK ANOTHER

CHART STYLE



0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000


Sessions & Conversion Rate by Channel - Q4 2014

Total Sessions




0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Direct Email Organic

Search

Paid Search Referral Social

Con

v. R

ate

Ses

sion

s


Total Sessions


AXIS TITLES





REMEMBER THE PROCESS!



GOT THE DATA



Row Labels Total Sessions Goal Conv. Rate

Direct 88584 0.04%

Email 976 0.31%

Organic Search 155848 0.05%

Paid Search 32477 0.01%

Referral 36428 0.15%

Social 17076 0.02%

ORGANIZED IT



0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Direct Email Organic

Search

Paid Search Referral Social

Con

v. R

ate

Ses

sion

s


Total Sessions


VISUALIZED IT



1 - GET THE DATA

2 - ORGANIZE IT

3 - VISUALIZE IT



WANT TO BECOME AN EXCEL

WIZARD?



PAID RESOURCES

LYNDA.COM EXCEL COURSES

EXCEL FOR DUMMIES

FREE STUFF

YOUTUBE

MICROSOFT OFFICE SUPPORT



HERE’S WHAT I DO WITH

ANALYTICS AND EXCEL





3 Steps to Visualize Analytics in Excel

Marketing

d platform

d practice

d pick

d filter

d goal

d present

d click csv

d click tables