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noah@twooctobers @noahlearner branch.tools #LocalU [email protected] @noahlearner Real Business ๐Ÿ’ฉ Analysis with Google Data Studio

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noah@twooctobers @noahlearner branch.tools #LocalU [email protected] @noahlearner Weโ€™re going deep into data analysis!

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

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

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

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

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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

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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

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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

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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

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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

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

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

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

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

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

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

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

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

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

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noah@twooctobers @noahlearner branch.tools #LocalU [email protected] @noahlearner Data Structure โ— How is it set up? โ— Whatโ€™s missing? How can I add it?

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

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

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

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noah@twooctobers @noahlearner branch.tools #LocalU [email protected] @noahlearner Thinking through the Report: - Sales data over time (POS) - GA data - Crossfiltering๐ŸŽŠ

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noah@twooctobers @noahlearner branch.tools #LocalU [email protected] @noahlearner Thinking through the Report: - Sales data over time (POS) - GA data - Crossfiltering ๐ŸŽŠ - Need drill downs๐ŸŽŠ

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noah@twooctobers @noahlearner branch.tools #LocalU [email protected] @noahlearner Thinking through the Report: - Sales data over time (POS) - GA data - Crossfiltering ๐ŸŽŠ - Need drill downs ๐ŸŽŠ - Conditional Formatting ๐ŸŽŠ

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

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noah@twooctobers @noahlearner branch.tools #LocalU [email protected] @noahlearner Need GA data to Filter By: - New vs returning - Gender - Device - Channel - Directory (Calculated field ๐ŸŽŠ) - Geo

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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noah@twooctobers @noahlearner branch.tools #LocalU [email protected] @noahlearner โ— Model-specific Pages โ— Updated Meta

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

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

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

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