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Real Business 💩 - Analysis with Google Data Studio

Real Business 💩 - Analysis with Google Data Studio

This deck lays out the Framework we use at Two Octobers to perform analysis, create hypotheses, run tests, and then rinse and repeat.

I built it because I have seen firsthand while releasing https://branch.tools that marketers, by and large, struggle with deriving meaning from tabular data.

The deck shows the user how to:
-- Define the problem
-- Identify the source of Truth
-- Build /use data viz tools to explore data
-- Extract insights
-- Form hypothesis
-- Execute test
-- Track + continuously improve outcomes

Noah Learner

August 01, 2022
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  1. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Real Business 💩
    Analysis with
    Google Data Studio

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  2. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    We’re going deep
    into data analysis!

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  3. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Which is the art of
    asking great questions
    and learning how to
    answer them.

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  4. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    We struggle with data.

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  5. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner

    View full-size slide

  6. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    The Two Octobers Framework:
    - Define the problem

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  7. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    The Two Octobers Framework:
    - Define the problem
    - Identify the source of Truth

    View full-size slide

  8. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    The Two Octobers Framework:
    - Define the problem
    - Identify the source of Truth
    - Build /use data viz tools to explore data

    View full-size slide

  9. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    The Two Octobers Framework:
    - Define the problem
    - Identify the source of Truth
    - Build /use data viz tools to explore data
    - Extract insights

    View full-size slide

  10. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    The Two Octobers Framework:
    - Define the problem
    - Identify the source of Truth
    - Build/use data viz tools to explore data
    - Extract insights
    - Form hypothesis

    View full-size slide

  11. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    The Two Octobers Framework:
    - Define the problem
    - Identify the source of Truth
    - Build /use data viz tools to explore data
    - Extract insights
    - Form hypothesis
    - Execute test

    View full-size slide

  12. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    The Two Octobers Framework:
    - Define the problem
    - Identify the source of Truth
    - Build /use data viz tools to explore data
    - Extract insights
    - Form hypothesis
    - Execute test
    - Track + continuously improve outcomes

    View full-size slide

  13. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Be Curious.

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  14. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Define the Problem.

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  15. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Define the Problem:
    - We are not hitting goal

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  16. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Define the Problem:
    - We are not hitting goal
    - Why are we not hitting goal

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  17. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Define the Problem:
    - We are not hitting goal
    - Why are we not hitting goal
    - Is it tied to brand

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  18. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Define the Problem:
    - We are not hitting goal
    - Why are we not hitting goal
    - Is it tied to brand
    - A category?

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  19. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Define the Problem:
    - We are not hitting goal
    - Why are we not hitting goal
    - Is it tied to brand
    - A category?
    - Location?

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  20. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    ID Source of Truth.

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  21. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    What data do we have
    access to?

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  22. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    How can we aggregate it?

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  23. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    What data do we have?
    - Google analytics

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  24. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    What data do we have?
    - Google analytics
    - Point of sale

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  25. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    What data do we have?
    - Google analytics
    - Point of sale
    - Google Search Console

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  26. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Thinking through the Report:
    - Sales data over time (POS)

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  27. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Data Structure
    ● How is it set up?
    ● What’s missing? How can I add it?

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  28. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner

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  29. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    I could:
    ● download data month by month
    ● add a date column so I can
    compare data over time

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  30. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Thinking through the Report:
    - Sales data over time (POS)
    - GA data

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  31. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Thinking through the Report:
    - Sales data over time (POS)
    - GA data
    - Crossfiltering🎊

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  32. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Thinking through the Report:
    - Sales data over time (POS)
    - GA data
    - Crossfiltering 🎊
    - Need drill downs🎊

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  33. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Thinking through the Report:
    - Sales data over time (POS)
    - GA data
    - Crossfiltering 🎊
    - Need drill downs 🎊
    - Conditional Formatting 🎊

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  34. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Drill down by:
    - Brand
    - Category 1
    - Category 3
    - Category 5
    - SKU

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  35. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Need GA data to Filter By:
    - New vs returning
    - Gender
    - Device
    - Channel
    - Directory (Calculated field 🎊)
    - Geo

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  36. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Build the Dashboard.

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  37. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner

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  38. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Crossfiltering

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  39. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Select a row in table.
    The other table
    filters to match.

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  40. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Drill downs

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  41. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Drill-downs allow
    you to drill down
    through dimensions
    to see data / make
    workflows.
    In this example,
    Brand is the default.

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  42. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner

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  43. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Glean Insights.

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  44. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner

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  45. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Trek, Santa Cruz + Electra
    were the problem

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  46. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Happy Accidents...

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  47. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Hypothesis.

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  48. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Building content
    for these brands would
    grow traffic + revenues

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  49. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Execute Test.

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  50. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    We Built:
    Brand Guide
    for biggest
    brand

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  51. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    We Built:
    Category
    Sub-category
    Internal linking

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  52. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    ● Model-specific Pages
    ● Updated Meta

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  53. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Track + Analyze
    Outcomes.

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  54. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    # of branded queries in top 5:
    550 -> 920
    In position 1:
    133 -> 298

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  55. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Clicks:
    17.6k -> 10.3k
    Impressions:
    594k -> 848K

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  56. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    18% Revenue Growth YOY
    for 2 months of data

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  57. noah@twooctobers @noahlearner
    branch.tools #LocalU
    [email protected] @noahlearner
    Rinse + Repeat.

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