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
   

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2. noah@twooctobers @noahlearner
   branch.tools #LocalU
   noah@twooctobers.com @noahlearner
   We’re going deep
   into data analysis!
   

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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.
   

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4. noah@twooctobers @noahlearner
   branch.tools #LocalU
   noah@twooctobers.com @noahlearner
   We struggle with data.
   

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5. noah@twooctobers @noahlearner
   branch.tools #LocalU
   noah@twooctobers.com @noahlearner
   

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6. noah@twooctobers @noahlearner
   branch.tools #LocalU
   noah@twooctobers.com @noahlearner
   The Two Octobers Framework:
   - Define the problem
   

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

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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
   

   View Slide

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
   

   View Slide

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
    

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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
    

    View Slide

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
    

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13. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Be Curious.
    

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14. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Define the Problem.
    

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

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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
    

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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
    

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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?
    

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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?
    

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20. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    ID Source of Truth.
    

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21. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    What data do we have
    access to?
    

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22. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    How can we aggregate it?
    

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23. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    What data do we have?
    - Google analytics
    

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

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25. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @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
    noah@twooctobers.com @noahlearner
    Thinking through the Report:
    - Sales data over time (POS)
    

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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?
    

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28. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    

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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
    

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

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

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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🎊
    

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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 🎊
    

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

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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
    

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36. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Build the Dashboard.
    

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37. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    

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38. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Crossfiltering
    

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

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40. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Drill downs
    

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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.
    

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42. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    

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43. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Glean Insights.
    

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44. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    

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45. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Trek, Santa Cruz + Electra
    were the problem
    

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46. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Happy Accidents...
    

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47. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Hypothesis.
    

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

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49. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Execute Test.
    

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50. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    We Built:
    Brand Guide
    for biggest
    brand
    

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51. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    We Built:
    Category
    Sub-category
    Internal linking
    

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52. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    ● Model-specific Pages
    ● Updated Meta
    

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53. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Track + Analyze
    Outcomes.
    

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54. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @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
    noah@twooctobers.com @noahlearner
    Clicks:
    17.6k -> 10.3k
    Impressions:
    594k -> 848K
    

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

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57. noah@twooctobers @noahlearner
    branch.tools #LocalU
    noah@twooctobers.com @noahlearner
    Rinse + Repeat.
    

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