Getting digital analytics reports into the hands of those on the front lines of our marketing campaigns can be challenging. Data-driven teams make better decisions and create more engaging, successful campaigns, but when the data is not accessible or hard to find, then it will not be used. This presentation talks about how Google’s relatively new reporting tool, Data Studio, can be used to democratize, or make more accessible, digital marketing data and thus increase the likelihood that it will be used to make campaigns successful. After this presentation, you’ll be able to: -Understand how Google Data Studio can be used for SEO and digital analytics data visualization -Easily share digital marketing performance dashboards across your organization -See how Data Studio can be used to increase utilization of digital analytics reports -Create more data-driven and successful digital marketing campaigns through more accessible reporting

1. DEMOCRATIZING
DIGITAL ANALYTICS
WITH GOOGLE
DATA STUDIO
Jimmy Smith, @jrs76
SEM and Digital Analytics Manager

2. 2
"Half the money I spend on
advertising is wasted; the
trouble is I don't know which
half."
John Wanamaker, 1838 –1922,
Pioneer of Modern Marketing
Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager
Photo in Public Domain from Wikipedia

3. 3
Wanamaker –Then: Very Little Data Us - Today: Drowning in Data
Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager
Photo by Boris Ulzibat Photo by nikko macaspac

4. ANALYTICAL MATURITY OF MARKETING ORGANIZATIONS
4
Data source: https://datafloq.com/read/data-driven-marketing-2017-marketers-data-critical/2859
Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager
55% of companies leverage
little or no marketing data

5. 5
de·moc·ra·tize /dəˈmäkrəˌtīz/
(Verb)
1. to introduce a democratic
system or democratic principles
2. to make (something) accessible
to everyone
Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager
Painting in Public Domain from Wikipedia

6. ABOUT GOOGLE DATA STUDIO
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• Introduced in 2016. Out of Beta in 2018.
• Data visualization
• Create dashboards and reports
• Free to use
• Data sources:
– Google Products (Ads, Analytics, Search Console, etc.)
– Databases (BigQuery, MySQL)
– Flat files (.CSV)
– Social media (Facebook, Twitter, YouTube, etc.)

7. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 7
• This Talk Is…
– Story of How Data Studio is Helping
– Ideas for You to Use Data Studio
• This Talk Is Not...
– Paid Promotion for Google
– Step by Step How-to Demo

8. Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 8
Photo by Einar H. Reynis

9. ONE COMPANY’S EMPLOYEES’ USE OF WEB ANALYTICS
9Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager

10. HILTI.COM DIGITAL MARKETING LANDING PAGES
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• 50+ landing pages a month for
– Education
– Awareness
– Technical Docs
– Marketing Activities
• Opportunities to improve engagement
– Conversion rate
– Bounce rate

11. EVOLUTION OF DIGITAL ANALYTICS REPORTS AT HILTI
Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 11
• SharePoint
– Never got Traction
• Google Analytics
– Issues with Flexibility, Access
• PowerPoint
– Good but Not Scalable or Flexible
• Power BI
– Great but Access Issues
• Data Studio
– Scalable, Flexible, Shareable

12. WHAT MAKES DATA STUDIO SUPERIOR TO OTHER SOLUTIONS
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• Flexibility in Design
and Layout
• Interactive Elements
and Filter Controls
• Sharing and Ease of
Access

13. WHAT MAKES DATA STUDIO SUPERIOR TO OTHER SOLUTIONS
Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 13
• Flexibility in Design
and Layout
• Interactive Elements
and Filter Controls
• Sharing and Ease of
Access

14. WHAT MAKES DATA STUDIO SUPERIOR TO OTHER SOLUTIONS
Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 14
• Flexibility in Design
and Layout
• Interactive Elements
and Filter Controls
• Sharing and Ease of
Access

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Filter Control for Page URL

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Date Range Widget

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Pageviews, Users,
Logged In Users, CTA Events

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Pageviews Trend

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Traffic Sources

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Pageviews, Time on Page, Exits, Bounce
Rate, and Page Value by Page Title

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Previous Page Path

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Calls to Actions

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Devices

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Geo-Location

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SEO Keyword Data

27. LANDING PAGE REPORT QUICKLY GAINS POPULARITY
• Concise one-page summary of performance
• Drill down into more detail
• Easy to access and share
• Insights into how to improve page
• Improve report without changing the URL
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Removed Google Search Console
Data to Speed Up Report

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Data Control for Other
Hilti Country Websites

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Page Scroll Depth Data Added

31. OTHER VERSIONS OF THE LANDING PAGE REPORT
• Version that Keys Off Page Title, rather than URL
• Version that Excludes Hilti Employees
• Version for Pages with Videos
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32. OTHER REPORTS CREATED IN DATA STUDIO
• SEO Report from GSC data
• Email Traffic by Campaign
• Campaign Specific Reports
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33. OTHER REPORTS CREATED IN DATA STUDIO
• SEO Report from GSC data
• Email Traffic by Campaign
• Campaign Specific Reports
Democratizing Digital Analytics with Google Data Studio | Jimmy Smith, SEM and Digital Analytics Manager 33

34. OTHER REPORTS CREATED IN DATA STUDIO
• SEO Report from GSC data
• Email Traffic by Campaign
• Campaign Specific Reports
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35. ENGAGEMENT RATES FOR LANDING PAGES
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Started Using
Data Studio

36. LINKEDIN SURVEY EXPLAINS WAYS WE ARE DROWNING IN DATA
• “We found that digital marketers are struggling — struggling to
calculate their impact, share that impact with key stakeholders,
and market that impact across their organizations.”
• https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2019/the-long-and-short-of-roi
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Overcome Each One of These Challenges with Data Studio

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THANK YOU
Contact me and download a copy of this
presentation at JimmySmith.org