making sense of your bajillion marketing data sources

Presented by:

Allison Perry

Making the Most of Your Bajillion Marketing Data Sources

Josh Lind Sasha Pasulka

Sasha Pasulka Allison Perry

Manager, Online Marketing

Josh Lind

Senior Web Developer

2

aperry@tableausoftware.com jlind@tableausoftware.com

Senior Manager, Product Marketing

spasulka@tableausoftware.com

“Marketers should be using all their data to make decisions. That’s what all the smart people are doing.”

- Every marketing “thought leader”

“That’s nice, thanks. Care to tell me how?”

- Everyone tasked with actually doing this

“….?”

- Everyone not tasked with actually doing this

CRM•Salesforce

CMS•Drupal

WEB ANALYTICS•Google Analytics

ADVERTISING•AdWords•BingAds •AdRoll•DoubleClick

At Tableau, We Are Drowning in Data Too

SOCIAL:•Facebook •Twitter•LinkedIn•G+•YouTube

EMAIL & AUTOMATION:•Eloqua

EVENTS:•Cvent

HOW?

Making sense of Google Analytics data

Making sense of campaign data

Making sense of CMS data

Making Sense of Your Google Analytics Data

“How are all our Facebook posts impacting traffic to our website?”

- Your Boss

“Which of my landing pages are viewed most often? Why?”

- Director of Demand Generation

“Which of the customer stories I write are the most popular? Why?”

- Your Teammate

Difficult to drill down or slice and dice in GA alone.

Why Tableau?

DEMO

Making Sense of Your Ad Campaign Data

“Which campaigns are delivering the most qualified leads at the lowest cost?”

- Your Boss

“Which tactics and publishers are most effective in meeting my lead gen goals?”

- You

“What is our return on media investment per campaign?”

- Your Agency

“Are there opportunities for ad or landing page optimization?”

- Your Campaign Managers

While ad platforms offer packaged reports and the ability to create additional reports, they are not meant for in-depth analysis.

- Why Tableau?

• Regular data updates are tedious

• Can’t drill down to ask more questions

• Can’t group and filter data that’s related

• No closed loop reporting

• Visual impact is limited

Challenges of ad platform reports & Excel

• Export in-platform reports to Excel

• Format for Tableau and connect

• Mash it up with other data

• Analyze KPIs and compare across groups

• Publish up to Server/Online

• Optimize campaigns based on results

How we work with ad campaign data

DEMO

Making Sense of YourCMS Data

CMS

Your primary contentWeb campaignsStaff, authors, workflowRegistrationsTraffic

What?

Visibility without devsEasy filtersAnnoying to answer questions

Why?

Clear questions for devs.

Pesky data…

How?

Methods:•Export to CSV, etc.•Flattened DB source•Documentation (schema, examples)•Create ‘data source’ on Server

– Useful tables, fields, joins– Publish as TDE, or even just a workbook– You just saw how.

CMS Data Can Be Pesky

“What blog posts do we have about education?”

- Marketing Segment Manager

“Where do we need more content?”

- Content Marketing Team

DEMO

Content Coverage

DEMO

Oh, we forgot to mention one thing …

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Appendix of Calculated Fields

Finding a substring in a page URL:

contains([Page],"/learn/stories/")

Categorizing source URLs:if contains([Source],"mail") then "Email”

elseif contains([Source],"google") or contains([Source],"bing") or contains([Source],"yahoo") then "Search”

elseif contains([Source],"facebook.com") then "Facebook"elseif contains([Source],"t.co") then "Twitter”

elseif contains([Source],"linkedin") or contains([Source],"lnkd.in") then "LinkedIn”

elseif contains([Source],"(direct)") then "Direct”

elseif contains([Source],"Eloqua") then "Eloqua”

else "Other”

end

Google Analytics Calculated Fields

• RATIOS: • CPC (Cost Per Click)

– Sum([Cost])/Sum([Clicks])• CTR (Click Through Rate)

– Sum([Clicks])/Sum([Impressions])• CPL (Cost Per Lead)

– Sum([Cost])/Sum([Conversions])• CVR (Conversion Rate)

– Sum([Conversions])/Sum([Clicks])CONVERTING DATE/TIME FIELD TO DATE TO BLEND:• Date

– Date(Left(str([DateCreated]),10))

Campaign data calculated fields