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Reporting:
The Best & Worst Part
of Your Job
Dana DiTomaso
@danaditomaso #MNSearch
#MNSearch @danaditomaso
Why do we do this?
#MNSearch @danaditomaso
We’re insecure?
#MNSearch @danaditomaso
We can’t trust the results?
#MNSearch @danaditomaso
We’re only reporting on one
tiny slice of the whole?
#MNSearch @danaditomaso
#MNSearch @danaditomaso
We need to build a system.
#MNSearch @danaditomaso
Why are we here?
#MNSearch @danaditomaso
Are you going tactics-first?
Take a step back.
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Where do you want to go?
#MNSearch @danaditomaso
Reporting: The Best & Worst Part of Your Job
How will you get there?
#MNSearch @danaditomaso
#MNSearch @danaditomaso
If a tactic doesn’t relate back
to the charter, discard it.
#MNSearch @danaditomaso
How will you know that
you’ve arrived?
#MNSearch @danaditomaso
How are you going to
report on these goals?
#MNSearch @danaditomaso
The tools you use (mostly)
don’t matter.
#MNSearch @danaditomaso
Who do you need to reach?
#MNSearch @danaditomaso
#MNSearch @danaditomaso
You are not the target market.
#MNSearch @danaditomaso
Your competitors are also
not the target market.
#MNSearch @danaditomaso
Who are your best
customers now?
#MNSearch @danaditomaso
Talk to those people!
#MNSearch @danaditomaso
I am a ______
who wants to ______
so I can ______
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
Remember:
Not every touchpoint is a
“Branded Experience”
#MNSearch @danaditomaso
Reporting: The Best & Worst Part of Your Job
What systems are involved at
each of these points?
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Now you know what tools
need to talk to each other.
#MNSearch @danaditomaso
But you need a common thread.
#MNSearch @danaditomaso
Enter Google Analytics’ Client ID.
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
This is a nice start.
#MNSearch @danaditomaso
Save the CID as a session-scoped
custom dimension in Google
Analytics.
#MNSearch @danaditomaso
#MNSearch @danaditomaso
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Now we need to move that CID
into other applications.
#MNSearch @danaditomaso
Reporting: The Best & Worst Part of Your Job
What about getting other
application data back into
Google Analytics?
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Did you know that you can
put anything you want in
Google Analytics?
#MNSearch @danaditomaso
Let’s walk through an example.
Save the Google Analytics CID in
a hidden field in your form.
#MNSearch @danaditomaso
#MNSearch @danaditomaso
When the opportunity is closed,
push the result back over to
Google Analytics.
You don’t need to be a developer
to make this happen.
#MNSearch @danaditomaso
All you need is Zapier.
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
Make a test Google Analytics
property just for yourself!
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Go back to your
touchpoints – what needs
to be pulled together?
#MNSearch @danaditomaso
Tie survey responses
to purchases.
#MNSearch @danaditomaso
Combine reviews with
in-store visits.
#MNSearch @danaditomaso
Bring online and offline
purchases together.
Now your systems are
talking to each other.
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Let’s make your reporting
process suck less.
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
Perhaps you
have a UTM
tagging
problem.
#MNSearch @danaditomaso
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Thinking back to your
goal charter, what do you
need to include in the report?
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Resist the urge to use
lots of tables.
#MNSearch @danaditomaso
#MNSearch @danaditomaso
You know you have the right
graph element when…
#MNSearch @danaditomaso
You can tell at a glance if
you’re on the right path.
#MNSearch @danaditomaso
You don’t have to be there
to explain the report.
#MNSearch @danaditomaso
In fact, the report does
not require additional
explanation.
#MNSearch @danaditomaso
The report can be used
for years to come.
#MNSearch @danaditomaso
Good reports answer
a question.
#MNSearch @danaditomaso
Are you comparing values?
- bar, combo, line, table
#MNSearch @danaditomaso
What is the distribution of your
data? Are there outliers?
- histogram, scatter
#MNSearch @danaditomaso
Do you need to show how
different parts come together to
show a whole?
- stacked bar or area, pie
#MNSearch @danaditomaso
What is the relationship between
different influences?
- scatter, bubble
#MNSearch @danaditomaso
Are we there yet?
- bullet
#MNSearch @danaditomaso
Keep these design
guidelines in mind.
#MNSearch @danaditomaso
Only answer one or a few
questions per page.
#MNSearch @danaditomaso
Choose a report color and
orientation based on client needs.
#MNSearch @danaditomaso
Give the data room to breathe.
#MNSearch @danaditomaso
Explain everything.
#MNSearch @danaditomaso
Use the client’s own words.
#MNSearch @danaditomaso
Reporting: The Best & Worst Part of Your Job
But where is sessions
by channel???
#MNSearch @danaditomaso
#MNSearch @danaditomaso
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
Reporting: The Best & Worst Part of Your Job
Get the report:
kickpoint.ca/mnsearch2019
#MNSearch @danaditomaso
Ignoring what doesn’t help you is
just as important as watching
what does help you.
#MNSearch @danaditomaso
Reporting: The Best & Worst Part of Your Job
#MNSearch @danaditomaso
You can also
Reporting: The Best & Worst Part of Your Job
#MNSearch @danaditomaso
One last GDS protip.
File > Report Settings
#MNSearch @danaditomaso
Now you can spend your
time on what matters.
#MNSearch @danaditomaso
Thank you!
kickpoint.ca/newsletter
Dana DiTomaso
@danaditomaso #MNSearch

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