Do better work, faster.... visualize your online marketing data and get more accurate insights in less time. This slide show illustrates what data visualization is, shows a number of examples, describes important tools and provides some guidelines in creating visualizations.

1. Visualizing
Online Marketing Data
Using Google Analytics and other data sources to
Help You do Better Work, Faster

2. Agenda1. Intro
2. What’s Data Visualization?
3. The Benefits and a Short Video on Data Viz
4. Google Analytics Dashboard vs. Visualized G. A. Dashboards
5. Other Examples
6. Three Primary Aspects of Visualizing Data
a. Connecting to Data (incl. tools)
b. Visualizing
c. Sharing
7. Short Video on Google Data Studio

3. About me
3
Online Marketing for about eight years
- Websites, Blogs, SEO, Google Analytics,
Reporting, Consulting, everything (I’m
curious and detail oriented)
BeFoundKC.com
Artistic
BrigidGreene.com
Data Wrangling, Communication,
Consulting at Hallmark Cards, Inc.
(technical facility)

4. About Data

5. Data Visualized

6. Benefits of Visualized Data
6
● Data in a visual context has its significance becomes clearer.
● Patterns, trends and correlations that might go undetected
in text-based data can be recognized.
● It helps you make sense of data.
● Reduced time to insight (three from Ryan Sleeper)
● Improved accuracy
● Higher audience engagement

7. Why Visualizing Works There are too many words here but I’m doing it anyway.
7
“The human visual system is a pattern seeker of enormous power and subtlety.
“The eye and the visual cortex of the brain form a massively parallel
processor that provides the highest-bandwidth channel into human
cognitive centers.
“At higher levels of processing, perception and cognition are closely interrelated, which is the
reason why the words "understanding" and "seeing" are synonymous.
“However, the visual system has its own rules. We can easily see patterns presented in certain
ways, but if they are presented in other ways, they become invisible. Following perception-based
rules, we can present data in such a way that the important and informative patterns stand out.”
Stephen Few, Tapping the Power of Visual Perception

8. .43 to 2.45 or so
A Short Intro to Data Visualization

9. Compare: Standard G.A. Dashboard...
9

10. To This....
10

11. To This....
11

12. Compare: AdWords

13. GA ex on Tab PubGA example
and watch
data refresh
Tableau example
for facebook
Tableau ex for
twitter
Examples
Which Dimensions and Metrics represent your objectives? One place to look is “5 Google
Analytics Custom Reports FTW!” by Avinash Kaushik

14. 14
Three Primary Components
1. Connect to Data
2. Visualize
3. Share and/or Collaborate

15. 1.Connect to Data
●Multiple data sources within a single viz
●Different tools, different access to data sources
Data Studio vs. Tableau vs. IBM Watson vs. Javascript, etc.
●Data Studio is just out of beta, extensive connectivity
to Google apps
●Tableau is wildly popular, and most versions have
extensive connectivity

16. Connect to Data
● AdWords
● Analytics
● YouTube
● Sheets/ .xlsx /.csv
● BigQuery
● Attribution 360 (Marketing Analytics)
● Build your own Google Apps Script
connectors
● Supermetrics (or Blockspring) for
facebook, Twitter, etc.
Data Studio (free) / Data Studio 360 (cost depends)

17. Connect to Data
● Excel
● .csv
● Access
● Tableau .tde, etc
Tableau Public (free) / Tableau Desktop ($ 999 - $1999) / Tableau Server ($1999) /
Tableau Online ($ 500 per user per year + cost of Desktop)
● Excel, .csv
● Access
● Actian Matrix
● Vectorwise
● Amazon Aurora
● Amazon EMR
● Hadoop
● Splunk
● Terradata
● Web Data Cnctr
● Aster Database
Desktop Examples ( 50 + Web Data Connectors)Public Examples (40)

18. 18
2. Visualize!
Some Top Style Considerations in Creating a Viz
(but not limited to…)
1. Use Bar Charts - people automatically understand them
2. Limit colors to two or a few for the whole viz (i.e., brand colors)
3. Be aware of red / green color blindness (6% of men)
4. Pass the visual squint test (be readable for the real world)
5. Keep it simple
6. Focus on your audience

19. 19
Visualize! Use a Structure
The INSIGHT Framework (Credit to Ryan Sleeper)
I Identify the question(s)
N Name KPIs
S Shape Data (if applicable)
I Initial Concept
G Gather Feedback - stakeholders are part of the process
H Hone Dashboard - Review, Revise
T Tell the Story - stories make it meaningful, sticky

20. 20
3. Share
Data Studio / Data Studio 360
● Share to email address, 1 or more
Google Group, both (Google account
required)
● Real time collaboration, mulitple
authors
● Not embeddable
Tableau Public / Professional /
Server
● Embeddable in Wordpress
● Share on Tableau Public free
● Share privately with Desktop for $1,800
● Share privately with Server for $$$
● Reader free

21. Should you Share it?
https://public.tableau.com/shared/QYGRZ2XR4?:display_count=yes
There’s an art to finding the right chart for the data.

22. A Short Intro to Google’s Data Studio

23. Thank You
Email
Brigid@BeFoundKC.com
Phone
816-584-2625
o Twitter @BrigidGreene
o Google Plus +BrigidGreene
o Data Viz Portfolio “Tableau Public Gallery”
Brigid Greene Profile
How Might You Use Data Visualization to
Have Faster Insights?