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

Transcript

1. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Real Business 💩 Analysis with Google Data Studio
2. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner We’re going deep into data analysis!
3. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Which is the art of asking great questions and learning how to answer them.
4. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner We struggle with data.
5. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner
6. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner The Two Octobers Framework: - Define the problem
7. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner The Two Octobers Framework: - Define the problem - Identify the source of Truth
8. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner The Two Octobers Framework: - Define the problem - Identify the source of Truth - Build /use data viz tools to explore data
9. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner The Two Octobers Framework: - Define the problem - Identify the source of Truth - Build /use data viz tools to explore data - Extract insights
10. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @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
11. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @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
12. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @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
13. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Be Curious.
14. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Define the Problem.
15. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Define the Problem: - We are not hitting goal
16. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Define the Problem: - We are not hitting goal - Why are we not hitting goal
17. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Define the Problem: - We are not hitting goal - Why are we not hitting goal - Is it tied to brand
18. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Define the Problem: - We are not hitting goal - Why are we not hitting goal - Is it tied to brand - A category?
19. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Define the Problem: - We are not hitting goal - Why are we not hitting goal - Is it tied to brand - A category? - Location?
20. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner ID Source of Truth.
21. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner What data do we have access to?
22. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner How can we aggregate it?
23. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner What data do we have? - Google analytics
24. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner What data do we have? - Google analytics - Point of sale
25. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner What data do we have? - Google analytics - Point of sale - Google Search Console
26. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Thinking through the Report: - Sales data over time (POS)
27. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Data Structure • How is it set up? • What’s missing? How can I add it?
28. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner
29. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner I could: • download data month by month • add a date column so I can compare data over time
30. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Thinking through the Report: - Sales data over time (POS) - GA data
31. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Thinking through the Report: - Sales data over time (POS) - GA data - Crossfiltering🎊
32. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Thinking through the Report: - Sales data over time (POS) - GA data - Crossfiltering 🎊 - Need drill downs🎊
33. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Thinking through the Report: - Sales data over time (POS) - GA data - Crossfiltering 🎊 - Need drill downs 🎊 - Conditional Formatting 🎊
34. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Drill down by: - Brand - Category 1 - Category 3 - Category 5 - SKU
35. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Need GA data to Filter By: - New vs returning - Gender - Device - Channel - Directory (Calculated field 🎊) - Geo
36. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Build the Dashboard.
37. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner
38. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Crossfiltering
39. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Select a row in table. The other table filters to match.
40. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Drill downs
41. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Drill-downs allow you to drill down through dimensions to see data / make workflows. In this example, Brand is the default.
42. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner
43. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Glean Insights.
44. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner
45. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Trek, Santa Cruz + Electra were the problem
46. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Happy Accidents...
47. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Hypothesis.
48. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Building content for these brands would grow traffic + revenues
49. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Execute Test.
50. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner We Built: Brand Guide for biggest brand
51. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner We Built: Category Sub-category Internal linking
52. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner • Model-specific Pages • Updated Meta
53. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Track + Analyze Outcomes.
54. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner # of branded queries in top 5: 550 -> 920 In position 1: 133 -> 298
55. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Clicks: 17.6k -> 10.3k Impressions: 594k -> 848K
56. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner 18% Revenue Growth YOY for 2 months of data
57. noah@twooctobers @noahlearner branch.tools #LocalU noah@twooctobers.com @noahlearner Rinse + Repeat.