What does marketing data look like? Take a look at reports downloaded from Google Analytics, Google AdWords, Facebook Ads Manager, and more. Learn what metrics are available and what they mean.
- [Instructor] Before you can dive into analyzing marketing data with Excel, you need to know what types of data are available. Let's walk through a few different examples of exported data from the most popular marketing platforms. If you'd like to follow along, open up 1.1 Sources of Marketing Data from the exercise files. The first tab is Google Analytics traffic data, broken down by source and medium. You can see how much traffic each source drove as well as how that traffic behaved, including bounce rate and pages per session.
Importantly, you can also see how all that traffic converted, and how many leads you got. Next up is the same type of report from Google Analytics, but this time broken down by page. This is an example from an E-Commerce company, so we have transactions and revenue instead of leads. Facebook is one of the most popular advertising platforms. This is an example of the type of data Facebook gives you. If you scroll across, you can see the reach of each campaign as well as the cost per result and how much you spent.
Facebook also allows you to break down performance by ad. Google AdWords is another popular marketing channel, and this is what their data looks like. As you can see, it's similar to Facebook with campaign name and spend, but we're also seeing more information like the average position your ads were shown in. Each advertising platform also allows you to break out daily data. For example, this is spend, clicks, conversions by day. It's really important to look at this type of data to spot trends.
You'll also be using some internal data, typically exported into Excel, like this example here. This is showing signups by marketing source. Finally, you'll be dealing with scrape data. This is just a copy and paste from Wikipedia, but you'll be seeing data like this very often. No matter what type of marketing data you'll be dealing with, Excel will make your life easier.
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