The Simple Guide to Using Pivot Tables to Understand Marketing Data

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Does the word “pivot table” make you want to scream? You aren’t alone. But, if you aren’t using pivot tables, you could be missing out on valuable insights about the effectiveness of your SEO, social media, or content marketing campaigns. Data is the most powerful resource on the planet right now — some are even calling it the “new oil.” But, are you making the most of your marketing data? If you already have a good grasp of the basics of Excel or Google Sheets, then you have a head start. But I’m here to take you beyond the basic functions like SUM, AVG, or adding new rows. You should be using Microsoft Excel to analyze and organize data from your marketing efforts. Why? Because it’s one of the most underutilized marketing assets out there. It’s safe to say that you probably know how to input numbers, words, dollar amounts, and other figures into the rows and columns of an Excel spreadsheet. If that’s all you’re using Excel for, you’re not utilizing the software to its full potential. Why? It’s tough to analyze large data sets without the help of visual aids. This is where you can use a pivot table to make your life easier. What is a Pivot Table, Anyway? A pivot table is an interactive table that allows you to sort and display data based on filters. For example, say you have a massive Excel document of all your customer complaints about your large e-commerce business. It’s a lot of data — but it doesn’t actually tell you anything. A pivot table could display averages about complaints by category, location, date purchased, and any other fields that you have. But that’s just the basics. These fairly simple tables can do a lot more. You can also use them to compare similar data and figures from different perspectives. Despite their reputation, pivot tables are not as complicated as you might think. At their core, pivot tables help: Summarize large data sets Analyze large data sets Explore data insights Present those insights in an easy-to-understand format. These are all crucial elements in your marketing efforts. How can you tell if your efforts are successful or profitable without crunching the numbers? You can’t. That’s where pivot tables come into play. How to Create a Pivot Table Pivot tables are fantastic tools for analyzing large amounts of data. I’ll show you …

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Avoid campaign overspend with an automated budget monitor

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30-second summary: SEM budgets fluctuate naturally depending on volume and auction outcomes, so it’s important to see the outliers right away. But with many campaigns running simultaneously, it’s nearly impossible for any one human (or even a team of humans) to extract that information in a timely fashion and act on it. To address this problem, and enhance confidence in the campaigns they run, the digital team at Vladimir Jones built an automated budget monitor. At its core, the automated budget monitor is a tool that pulls your daily advertising spend (actual spend, not your budget amount) for each campaign over a given timeframe and highlights any spikes that are worth your attention. You can create additional budget monitors on separate tabs of your Google Sheet for any other platforms to which Supermetrics connects, such as Facebook Ads, Twitter Ads, Pinterest Ads, and Microsoft Advertising (Bing). In digital marketing, managing …

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How to Run a Cohort Analysis in Google Analytics to Better Segment Your Traffic

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Google Analytics is a staple in every experienced digital marketer’s set of tools. This is primarily because it provides a wealth of data, covering virtually everything you might want to know about how visitors interact with your site. Cohort Analysis is a particularly useful feature for marketers and small businesses. It can tell you how well your website is performing overall. It also gives you in-depth insights into user behavior on your site. What is a Cohort Analysis? To understand what a cohort analysis is, it’s necessary to define a “cohort” first. This term refers to a subset of people grouped together because of a shared value. Google defines it as a group of users who share a common characteristic, identified by an Analytics dimension. A cohort analysis, then, is the process of analyzing the behavior of groups of users. You can compare groups to one another and look for …

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10 Steps to Blend STAT Ranking Data with Site Performance Metrics

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Posted by AndrewMiller Too often, we assume that SEO best practices will work in any industry against any competitive set. But most best practices go untested and may not be “best” in every situation. We all know that tactics that worked in 2020 won’t necessarily move the needle in 2021 as Core Web Vitals (CWV) and other signals shuffle to the front. We have to do better for our businesses and our clients. I’m a data nerd at heart with lots of battle scars from 15 years in SEO. The idea of analyzing thousands of local SERPs sounded like too much fun to pass up. I found some surprising correlations, and just as importantly, built a methodology and data set that can be updated quarterly to show changes over time. I analyzed 50,000+ SERPs in the retail banking sector so I could make sense of the massive shifts in rankings …

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Reporting on Ranking Changes with STAT’s Google Data Studio Connectors

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Posted by ipfister Since Moz released the new Google Data Studio Connectors for STAT , you might be wondering how to best implement them for your reporting strategy. My colleagues at Path Interactive and I absolutely love how granular you can get with your reports in STAT, and finally having the ability to cleanly and effectively pull those reports into Data Studio (the tool we use for our own reporting) is a godsend. While the Historical Keyword Rankings connector reports on rank over time , it may not be as obvious how to report on rank change over time . In this post, I'll give you step-by-step guidance on how to report on rank change — as well as a couple other filtering and reporting tips — while using the connectors within Google Data Studio. If you aren't a STAT user yet but you want to know how it might …

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10 Free Google Tools All Content Marketers Should Use

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If you consider yourself a content marketing professional, there’s a good chance you already use Google tools the make your life easier. But regardless of how much experience you have and the results you’ve achieved in the past, you know there are always new ways to boost your performance. Social media, just the right keyword tool, Google’s Keyword Planner, honing your search term — these things can all have a big impact on your volume and your success as a content marketing pro. Many people look at Google and see nothing more than a search engine. While there’s nothing wrong with wanting to see your website at the top of the search engine giant’s results, you can’t ignore the process for reaching this goal. When it comes to content marketing, the tools you use, and the strategies you employ will greatly impact the end result. It doesn’t matter if you’re …

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How to Query the Google Search Console API

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Posted by briangormanh If you’ve been an SEO for even a short time, you’re likely familiar with Google Search Console (GSC). It’s a valuable tool for getting information about your website and its performance in organic search. That said, it does have its limitations. In this article, you’ll learn how to get better-connected data out of Google Search Console as well as increase the size of your exports by 400%. Google Search Console limitations While GSC has a number of sections, we’ll be focusing on the “Performance” report. From the GSC dashboard, there are two ways you can access this report: Once inside the “Performance” report, data for queries and pages can be accessed: This reveals one of the issues with GSC: Query and page data is separated. In other words, if I want to see the queries a specific page is ranking for, I have to first click “Pages,” …

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How to Build a Sales Forecast Model

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In an ideal world, sales teams and business leaders would have crystal balls to help them predict accurate sales forecasts . With these predictions, it would be easier to create budgets, set goals, know when you’ll need to hire more people, and so much more. Unfortunately, crystal balls belong in the movies, and predicting anything in business, especially revenue , can be challenging. Then what’s the best way to go about creating sales forecasts for your business? Firstly, you need to understand what forecasting is. In a nutshell, a sales forecast is your predictions of what you will sell weekly, monthly, quarterly, or annually. An important element for forecasting is to be more realistic than hopeful. Too often, sales teams will be overly optimistic when setting goals. This, unfortunately, leads to disappointment when you’re halfway through the year and your team starts realizing that you’re still far from reaching your …

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20 Secrets to Boost Your Facebook Organic Reach

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Facebook organic reach is down. Way down. In the past, posting a link on your Facebook or Instagram page could drive hundreds of clicks. Not any more. Social media referrals have stagnated around 5 percent of all traffic for years . The average Facebook post will reach just over 5 percent of your followers. The encouraging news is social media reach is still massive. There are more than 3.5 billion active social media users . But reaching that massive audience is harder than ever before. What’s the answer? That’s exactly what we’ll cover in this article. Let’s get started. What Exactly Is Organic Reach On Facebook Organic reach is the number of people who see your content without paid distribution. It includes people who are shown your posts in their own feed or because their friends have interacted with you. Paid reach is the people who see your content as …

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Best Data Visualization Tools

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Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission. The right image convinces a conference room instantly. Sell that new client, get your boss’s approval, and rally the team behind you. Data visualization tools turn a whole mess of numbers into a crisp image that says it all. With the right product, you can take command of overwhelming amounts of data to tell a clear and compelling story, while leaving your audience with a visual that resonates long after your presentation concludes. In this post, I’ll give a complete overview of the best data visualization tools, and what to look for as you make your decision. The Top 5 Options for Data Visualization Tableau – Best for Enterprise Infogram – Best For Collaboration Plecto – Best for Sales Teams Datawrapper – Best DIY Visualization Tool Highcharts – Best …

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Five tools that can help you break free from data paralysis

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30-second summary: Data paralysis is a natural consequence of the marketing technology businesses use daily, but there are tools that can help manage the proliferation of data so that it can be used efficiently and effectively. In this post, we review five tools, each of which help mitigate the data paralysis connected to a specific area of data usage including CRM, lead management, business insights, customer experience, and website traffic/campaign analysis. The tools listed here are examples of the technology that exists to help manage and leverage data. There are many more tools available, so be sure to research solutions that fit within your budget and business type. Data paralysis is a real problem. The proliferation of martech tools and marketing touchpoints has created a wealth of data which, while a boon for businesses, can also present challenges when it comes to data management, analysis, security, and consistency. A 2018 …

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