With the perceived lack of competitor data, report writers can often feel discouraged. However this lesson shares several more ideas on where to find external sources that can be used for competitor and industry data.
- [Adriaan] Sources like analytics from Microsoft and Google…are often used to gather internal data…for a company's own website and apps.…Now, using macro data about our competitors…or the industry as a whole…is derived from mainly external sources.…To develop your ability to identify the sources,…let's state a few data needs that we want to resolve…in order to produce a useful report,…and then we go and see if we can find these solutions.…
So imagine your company's a car dealer in California…who seeks to expand nationally throughout the US.…The data that we already have…includes Google AdWords data on current ad inventory,…and it is also what we need for expansion.…We'll also have Google Analytics data for our traffic,…and we've got some spreadsheets…from the finance department, as well.…Now the data that we don't have, which is missing,…and the management team…would really like to see this in a report,…it can include cost data for other ad networks…that can help us to grow.…
Also, a list of key industry players…
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- Structuring reports
- Presenting analytics data with video recordings
- Considering different data sources
- Using hedging words
- Visualizing data within Google Analytics
- Writing a compelling executive summary
- Using Tableau to enrich reports
- Locating and using competitor industry data
- Drawing inspiration from others