The vast majority of analysis you need to do on a day-to-day basis can be done with tables, totals, and filters. Learn how to use these powerful Excel features.
- Most types of analysis can be done…with tables, totals, and filters in Excel.…We're going to get familiar with these concepts.…To follow along, go to Exercise File 3.1,…Analysis with tables, total, and filters.…The data we have here is…an export from Google Analytics.…It's showing us performance by page.…How many sessions, transactions, and revenue,…as well as other metrics we got per landing page,…the first page that the user landed on.…Now to get ready to do some analysis,…let's turn this into a table.…
If we can click anywhere in here,…go to Insert and hit Table,…as well as making sure this says,…My table has headers.…We formatted the data nicely.…Now the cool thing about Tables…is you can click up here to add a new total row.…And then click, Sum,…and straightaway, it's telling us…we have 3,162 sessions across all pages.…We can see if we change this to Count,…that we had a 100 pages and we can also…get the average sessions per page.…
So you can do quite a lot of analysis just with this.…Now if we change this back to Sum…
Michael begins with the basics, showing how to work with marketing data sources and explaining basic formulas for analysis. Next, he walks through how to build a data-driven marketing plan, including mapping out your marketing funnel, reviewing volume vs. cost tradeoff, and running A/B testing. Michael shows how to analyze a campaign's performance, working with PivotTables, charts, and dashboards. Finally, he demonstrates how to set up marketing campaigns in bulk, including manipulating text for ad copy generation and automating the most boring, repetitive tasks with macros.
- Cleaning up data formatting
- Using formulas for analysis
- Building a data-driven marketing plan
- Top-down vs. bottom-up marketing plans
- Running A/B tests
- Analyzing campaign performance
- Plotting data visually
- Building report templates and dashboards
- Building bulksheets for bulk campaigns on AdWords and Facebook