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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

896cc6532454c7ba3deab3e45b269566?s=128

Noah Learner

August 01, 2022
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  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.