A solid marketing reporting infrastructure can provide insights with just a click of the mouse. Learn about using a sample dashboard connected directly to Google Analytics to analyze data.
- [Narrator] Google analytics is a great platform to track your website data. If you're like most businesses, then your website is one of your greatest marketing tools, and it's a very good idea to understand the trends of how potential customers are interacting with your website. Unfortunately, the native data analysis functionality within Google Analytics is not very robust. This is why it's a great idea to connect the data stored in Google Analytics to a data visualization tool like Tableau or Power BI. Here's an example of what you can do with the data inside Google Analytics. This is a Tableau dashboard. I've connected Tableau directly into a Google Analytics instance. This dashboard looks at sessions and revenue by device, geography, channel, traffic source, and time. On top of being able to see the data visualized in a way that uncovers insights, you now also have the ability to drill down further into the data. This can help you uncover insights and trends. You can click on the various visualizations in this dashboard and they will filter the data based on what you clicked on. For example, if we click on mobile we can see this entire map filtered by just sales and sessions by mobile device. And what's interesting is the trends within North Carolina. So if we drill back out, we can see that North Carolina's doing quite a bit of revenue, but unfortunately not on mobile. This is a very potent insight for you to understand because it's not a good idea to target those consumers in North Carolina with mobile ads. But on the flip side, we drill down on desktop. We can see that quite a bit of North Carolinians are purchasing via their desktop device. I wanted to walk through this dashboard in one very specific use case so that you can get an idea of what's possible. With a very effective dashboard, you can uncover trends with just a few clicks of the mouse. Are there any specific trends that you'd like to understand about your organization?
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- Differentiate between internal and external data sources.
- Describe the three types of data analytics.
- Classify the three main categories of marketing data.
- Give an example of each of the three types of marketing goals.
- Recognize the strengths of different visualization tools.
- Identify a benefit of having a solid reporting infrastructure.