making sense of your bajillion marketing data sources
DESCRIPTION
Session slides from #data14 including table calcs in appendix.TRANSCRIPT
Presented by:
Allison Perry
Making the Most of Your Bajillion Marketing Data Sources
Josh Lind Sasha Pasulka
Sasha Pasulka Allison Perry
Manager, Online Marketing
Josh Lind
Senior Web Developer
2
[email protected] [email protected]
Senior Manager, Product Marketing
“Marketers should be using all their data to make decisions. That’s what all the smart people are doing.”
- Every marketing “thought leader”
“That’s nice, thanks. Care to tell me how?”
- Everyone tasked with actually doing this
“….?”
- Everyone not tasked with actually doing this
CRM•Salesforce
CMS•Drupal
WEB ANALYTICS•Google Analytics
ADVERTISING•AdWords•BingAds •AdRoll•DoubleClick
At Tableau, We Are Drowning in Data Too
SOCIAL:•Facebook •Twitter•LinkedIn•G+•YouTube
EMAIL & AUTOMATION:•Eloqua
EVENTS:•Cvent
HOW?
Making sense of Google Analytics data
Making sense of campaign data
Making sense of CMS data
Making Sense of Your Google Analytics Data
“How are all our Facebook posts impacting traffic to our website?”
- Your Boss
“Which of my landing pages are viewed most often? Why?”
- Director of Demand Generation
“Which of the customer stories I write are the most popular? Why?”
- Your Teammate
Difficult to drill down or slice and dice in GA alone.
Why Tableau?
DEMO
Making Sense of Your Ad Campaign Data
“Which campaigns are delivering the most qualified leads at the lowest cost?”
- Your Boss
“Which tactics and publishers are most effective in meeting my lead gen goals?”
- You
“What is our return on media investment per campaign?”
- Your Agency
“Are there opportunities for ad or landing page optimization?”
- Your Campaign Managers
While ad platforms offer packaged reports and the ability to create additional reports, they are not meant for in-depth analysis.
- Why Tableau?
• Regular data updates are tedious
• Can’t drill down to ask more questions
• Can’t group and filter data that’s related
• No closed loop reporting
• Visual impact is limited
Challenges of ad platform reports & Excel
• Export in-platform reports to Excel
• Format for Tableau and connect
• Mash it up with other data
• Analyze KPIs and compare across groups
• Publish up to Server/Online
• Optimize campaigns based on results
How we work with ad campaign data
DEMO
Making Sense of YourCMS Data
CMS
Your primary contentWeb campaignsStaff, authors, workflowRegistrationsTraffic
What?
Visibility without devsEasy filtersAnnoying to answer questions
Why?
Clear questions for devs.
Pesky data…
How?
Methods:•Export to CSV, etc.•Flattened DB source•Documentation (schema, examples)•Create ‘data source’ on Server
– Useful tables, fields, joins– Publish as TDE, or even just a workbook– You just saw how.
CMS Data Can Be Pesky
“What blog posts do we have about education?”
- Marketing Segment Manager
“Where do we need more content?”
- Content Marketing Team
DEMO
Content Coverage
DEMO
Oh, we forgot to mention one thing …
Q&ABit.ly to this presentation:
bit.ly/data14marketing
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Appendix of Calculated Fields
Finding a substring in a page URL:
contains([Page],"/learn/stories/")
Categorizing source URLs:if contains([Source],"mail") then "Email”
elseif contains([Source],"google") or contains([Source],"bing") or contains([Source],"yahoo") then "Search”
elseif contains([Source],"facebook.com") then "Facebook"elseif contains([Source],"t.co") then "Twitter”
elseif contains([Source],"linkedin") or contains([Source],"lnkd.in") then "LinkedIn”
elseif contains([Source],"(direct)") then "Direct”
elseif contains([Source],"Eloqua") then "Eloqua”
else "Other”
end
Google Analytics Calculated Fields
• RATIOS: • CPC (Cost Per Click)
– Sum([Cost])/Sum([Clicks])• CTR (Click Through Rate)
– Sum([Clicks])/Sum([Impressions])• CPL (Cost Per Lead)
– Sum([Cost])/Sum([Conversions])• CVR (Conversion Rate)
– Sum([Conversions])/Sum([Clicks])CONVERTING DATE/TIME FIELD TO DATE TO BLEND:• Date
– Date(Left(str([DateCreated]),10))
Campaign data calculated fields