On Dec 3, 2019 I spoke at Digital Summit Dallas about how I was able to better democratize digital analytics with Google Data Studio in my work at Hilti. If you saw the presentation and want the deck, you can download it from Slideshare. If you missed the presentation, feel free to watch the video or read a rough transcript of my speech below. Enjoy.
John Wanamaker (1838 –1922) is considered by some to be one of the pioneers of modern marketing. Wanamaker started the first department store in Philadelphia and he pioneered a radical new policy–that customers could return goods to get their money back. Wanamaker was the first known retailer to place a half-page newspaper ad (in 1874) and the first full-page ad (in 1879). He was innovative and creative in his work, and he was one of the first proponents of the power of advertising. But Wannamaker had challenges regarding marketing data that he was never able to overcome in his lifetime. A popular saying illustrating how difficult it was to quantify the results of marketing in that era is attributed to Wanamaker. He said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” (https://en.wikipedia.org/wiki/John_Wanamaker)
Then: Dearth of Data. Today: Drowning in Data.
The problem John Wanamaker had in improving and making the most of his marketing efforts was a lack of data. The problem we have today is, in some regards, the complete opposite—we are drowning in data. We are operating in a business environment today where we can know where every dollar is spent and exactly which tactics drive business results, down to specific ad placement and copy. We have data from Google Ads, website analytics data, SEO data, and social media data. We have customer sales data, competitor data, and the list goes on and on. Yet just because there is a flood of data available to us, doesn’t mean marketers are using it to drive performance improvements in our marketing campaigns.
Most Companies Leverage Little or No Marketing Data
A 2017 study on the analytical maturity of marketing organizations was published by DataFloq that reported that 42% of companies can only run rudimentary reports on past marketing performance, and 13% of companies don’t even know where to find their marketing data and thus don’t utilize it at all. That combines to 55% of companies that leverage relatively little or no marketing data to improve performance (https://datafloq.com/read/data-driven-marketing-2017-marketers-data-critical/2859).
De·moc·ra·tize (verb), to make accessible
Again, the problem isn’t the lack of data, but the lack of data democratization. And by democratize, I do not mean the first dictionary definition of the word, the common connotation of the democratic form of government with voting rights and so forth. I mean the second definition of democratize which is “to make (something) accessible to everyone.”
What is Google Data Studio?
And while I am defining things, I should probably also define Data Studio. It is a relatively new product from Google that was introduced in 2016 and only came out of beta in 2018. It is a data visualization tool similar to Tableau or PowerBI. It can be used to create dashboards and reports, and like many tools from Google, it is free to use. You can bring data into Data Studio from a variety of sources such as:
- Google Marketing Platforms (Google Ads, Analytics, Display & Video 360)
- Google consumer products (Sheets, YouTube, and Search Console)
- Databases (BigQuery, MySQL, and PostgreSQL)
- Flat files via CSV file upload and Google Cloud Storage
- Social media (Facebook, Reddit, and Twitter)
What this Talk is and is Not
Before I go further, I want to be clear that this is not a paid commercial for Google or their Data Studio product. I have no affiliation with Google, other than as a customer and user of their products like most of you. Nor is this talk designed to be a step by step demonstration of how to build reports in Data Studio or how to use all the features. There is plenty of online documentation if you are looking for that kind of help. What this talk is, is a story of how Data Studio has helped me democratize digital analytics data for increase usage by the marketing team, thus making us a more data-driven organization. And hopefully in the process of telling that story, you will get some ideas for how you can use this tool in your work.
I am a believer in the power of data and I have been on somewhat of a quest throughout my career to make the marketing world more data driven. I had the privilege to start my career in a very data-driven company—FedEx. There I learned many best practices about how to use data in marketing tests to determine what is most effective, but not all companies are as data-driven as FedEx. In fact, a few years later I found myself working for a large, non-profit organization where I oversaw web analytics. The cultural difference between FedEx and the non-profit was dramatic, particularly with regard to being data-driven. To be fair, it wasn’t that the non-profit organization didn’t want to utilize data, it was just hard to quantify the output of many of the activities they were engaged in.
Employees’ Use of Web Analytics Tool
I was frustrated that though my colleagues had access to vast data and reports that could have been used to inform decisions about marketing and the website, it went largely unused. For example, the company had installed Omniture SiteCatalyst, now Adobe Analytics, to track the analytics of the website, yet very few people logged in, looked at the data, or used the reports. Well, I set out to see if I could help change that.
I went on an internal awareness and training campaign to try to get those involved with the organization’s website and digital marketing efforts to utilize the wealth of analytics data at our disposal. Great strides were made, and much improvement was gained, yet at the end of the day, login data showed that only 40% of people with access to the analytics had logged into look at it over a six month period. Only 11%, logged into the web analytics platform on a monthly basis to look at data regarding the website performance. I’m sure, if you were to look at the usage data in your company, many of you would see similarly low rates of people logging into your digital analytics platforms.
Hilti Digital Marketing Team
A few years later, I landed at my present company, Hilti. For Hilti’s US website, our digital marketing team produces an average of more than 50 landing pages a month for a variety of purposes, including education, awareness, technical documentation, and marketing activities. As I dug into the data for these pages, I became aware of opportunities for improve of the engagement metrics, particularly with regard to the conversion rates and bounce rates.
Evolution of Digital Analytics Reports at Hilti
Still on my journey to make the marketing world more data-driven, I once again set about to democratize the web analytics data at Hilti. It was a winding road before I finally arrive at the Data Studio solution, but this is how it happened.
- SharePoint. One of the first things I tried was putting the digital analytics reports on Microsoft SharePoint. Hilti had a robust intranet built on SharePoint, so I gave it a shot, posting monthly reports and other supplemental reports on SharePoint. Despite my efforts, it never took hold. It was too difficult to find and access, and the layout options and features were restrictive. I stopped doing it after a year or so.
- Google Analytics. Next, I started to try to get the team to use Google Analytics reports more. I began doing training classes and sending out reports for Google Analytics. We saw modest improvements from this effort, but ultimately is was not as successful as I had hoped. We ran into access issues as well as issues with the flexibility, or lack thereof, in GA reports.
- PowerPoint. Then I migrated into reporting through PowerPoint slide decks. This was more effective in our organization, but it was mainly high-level performance metrics. The reports were primarily shared via email and they were was not scalable for reporting on metrics for individual campaigns. While it had it limitations, these PowerPoint reports saw some success and I continue to use them today. But it wasn’t the kind of huge success I was hoping for, so I kept looking.
- Power BI. Next I tried using Microsoft’s Power BI tool to create and democratize the digital analytics data. I liked a lot of things about Power BI, but ultimately, we had too many access issues. Licenses were limited and usage of the reports was also severely limited. I haven’t given up yet on Power BI, there are more and more people in our organization using it, so it may yet catch on. But it wasn’t the success I was hoping for to democratize the digital data.
- Data Studio. Then one day in 2018 I decided to give Data Studio a try. It was still a beta product from Google at the time, but I had heard good things about it. When I tried Data Studio, I found it was easy to learn, and I had lots of flexibility in designing reports. The dashboards were easy to share, and scalable so I could build one report that could be used on many pages or campaigns. And you know what, this amazing thing happened, when I shared the Data Studio reports, my colleagues actually started using them. They voluntarily told me how much they appreciated the reports and they began asking questions about the data and asking for enhancement, which I made and will detail later. I would walk by colleague’s desks and see them using the Data Studio reports I had created and this gave me great satisfaction. From my experience, this type of high usage of digital marketing reports was rare and I knew I was on to something great.
What Makes Data Studio Superior to Other Solutions
Even if you are using Data Studio to only report on Google Analytics data, I have found it to be a superior medium of getting the data into the hands of marketing decision makers. The benefits of Data Studio can be summarized into these three areas:
- Flexibility in Design and Layout: Google Analytics dashboards have many limitations such as a max of 12 widgets and they force you to use a three column grid and there are other look and feel constraints. With Data Studio, you have much more flexibility in how to arrange charts and graphs however you like. You can add brand themed colors and images, and overall you’ll run into fewer design and layout limitations. For me, I love the flexibility to put all the essential data, charts, and graphs on a single page report that I can give to my marketing partners and Data Studio gives me that ability.
- Interactive Elements and Filter Controls: One of the things I really like about Data Studio is the ability to add filter controls and other end-user customization elements. Filter controls let me build a single report that can be used for reporting on countless pages and campaigns. Filter controls give end users of the report the ability to select a specific page or campaign that they are interest in and the report refreshes to be based on that selection.
- Sharing and Ease of Access: The ease of sharing and granting access to other is a major reason why I think Data Studio has taken hold with our marketing team. I can have complete control of permissions and who can access the report, yet sharing it is as easy as copying the URL and sending the link to a colleague. Most people are already logged into their Google Account, with Data Studio reports, there is no separate login and no requirement to navigate around a menu system trying to find the right report. The link takes them straight to the report.
Above is a screen shot of the first report I made for Hilti in Data Studio. I wanted to put all the most important metrics about how a landing page was performing on a single, one-page report and this is what I came up with. Please excuse the lack of aesthetic beauty—that’s not my forte. I’m more of a function over form kind of guy. And this was a first iteration design anyway. At least I did incorporate the Hilti Red color scheme. Let me point out the features of this report:
- Filter Control for the Page URL: In the top left, you have the filter control for the page URL. When the report end user clicks this filter control, a drop down menu appears listing all the pages on the website. The user can select one or multiple pages, but the report was designed to show the data on only one single page. When the user selects the page for which they want to view data, the report refreshes and presents only the data for that page.
- Date Range Widget: In the top left you also have the date range widget. Data Studio allows you to put a fixed data range on the report, or you can use a control like this to allow the end user to set whatever date they want. Even if the date selector is on the report, you will still have a default date range, which is 28 days unless you change it.
- Pageviews, Users, Logged In Users, CTA Events: On the top right of the report, I have four important metrics–pageviews, unique users, logged in users, and call-to-action events, which is generally the measurement to track page conversions.
- Pageviews Trend: Next I have a line chart on the left side of the report showing pageviews over the date range of the report.
- Traffic Sources: To the right of that, we have the default traffic channels and then more specific traffic sources.
- Time on Page, Exits, Bounce Rate, and Page Value: The next chart has the page title associated with that URL and as you can see I leave room for more than one page title. Ideally, there would only be one page title for a URL, but the ideal often doesn’t happen. In this chart I list the pageviews, time on page, exits, bounce rate, and page value for each page title.
- Previous Page Path: Next is a chart with the previous page the visitor was on before getting to the page in question. Unfortunately, Google doesn’t have an automated way to dynamically pull the next page path or I would have put that on the report as well.
- Calls-to-Action: Then we have the precise name of the call-to-action that the visitors of the page click. Most of our landing pages have one primary call to action, and several secondary or tertiary calls to action.
- Devices: Then on the bottom left, we have the device type pie chart to let us know if visitors come on desktop, tablet, or mobile devices.
- Geo-Location: On the bottom right is a simple geo-location report to tell us where people are from who visit the page.
- SEO Keyword Data: The two bottom middle charts contain SEO data pulled from Google Search Console (GSC). I wanted the landing page report to be as comprehensive as possible, and so since Data Studio lets you blend the GSC and Google Analytics data sources, I thought I’d give it a try.
Landing Page Report Quickly Gains Popularity
The landing page report quickly gained popularity. It was a concise one-page summary of the webpage performance, and it also allowed the end user to drill down into more detail. It was easy to access and easy to share. It allowed our digital marketing specialists, who build the pages on our site, to quickly find how a page is performing and glean insights into how the page could be improved.
In the months that followed I received feedback and made several changes to the Data Studio dashboard. The nice thing about this reporting process with Data Studio is that I could make these improvements without changing the URL of the report, so all my marketing colleagues could get the updates without me having to send out a new link. Let me review some of the enhancements I have made to the report.
- Removed Google Search Console Data: One major draw back of the original version of the report was that it was super slow to load. The processing required to blend the GA and GSC data sources was the cause of the slowness, so I ended up removing the GSC data points for SEO keywords. Later, I ended up making a separate Data Studio report for SEO that exclusively uses GSC data.
- Data Control for Other Hilti Country Websites: When our eBusiness team started using the landing page report, one of the first enhancements they requested was if there was a way to share the report with our European colleagues so they could check on the performance of pages on their country websites. This, as it turns out, was easy to do with the data control filter. I simply put this drop down menu in the top left corner of the report where the end user could select to view data from the Google Analytics of a different country website. Hilti has each country website set up in a different property in GA, so if the end user of the report had access to that GA data, they could select their country website data. Then, in the drop down menu for selecting a page, they will only see the pages from that country site as options. With this data control filter, I was able to share the report with colleagues in England, France, Germany, and elsewhere.
- Page Scroll Depth Data Added: With the GSC SEO data removed from the landing page report, I had some spare room and so I added a section on scroll depth. Scrolling is not something GA tracks by default, but you can add code to your website to track scrolling as a custom event, and our development team did that. The scrolling data, I felt added some good depth to our measures of customer engagement with the page.
The landing page report, is, of course, a living document, so there are other changes I have made and will continue to make to it as we move forward.
Other Versions of the Landing Page Report
Other enhancement requests that my colleagues made required me to make separate versions of the landing page report. Again, it wasn’t too hard to copy a data studio report and then make alterations to the copy without changing the original. In the top menu of any Data Studio report, there is a copy button. Below are some of the other versions of the landing page report I have created.
- Version that Keys Off Page Title, rather than URL: Another enhancement that was requested was to be able to pull landing page reports based on the page title, rather than URL. This helped some of our less technically savvy friends the marketing department. Also, while I wish URLs would remain constant, there are times when the same page has multiple URLs, so this enhancement allowed us to look at the page performance by title regardless of the changed URL.
- Version that Excludes Hilti Employees: Another requested enhancement I received was when one day someone asked how much of the traffic to a page was generated by Hilti internal employees compared to non-employees. We don’t have perfect methodology to identify employee traffic on the site, but if an employee is logged into the website or is located at our main offices, then we can identify them. So again, I made a copy of the report, and this time I used a custom segment to only bring in data from the segment of users that are not employees.
- Version for Pages with Videos: Then one day we were looking at the landing page report for a page where the major call to action was to watch a series of videos. So I created a version of the landing page report that included video metrics.
Other Reports Created in Data Studio
I have spent a lot of time of the landing page report, but in the time remaining, let me briefly go over some of the other reports I have created for Hilti using Data Studio.
- SEO Report from GSC Data: I mentioned that early on in my usage of Data Studio I realized I needed to keep the GSC sourced data in a separate report. The SEO page report, like the landing page report, has a page selector at the top. If you don’t select a specific page, it will report on all pages for the website. But of course you can select a single page to see it’s SEO performance. On the left is how the page is doing on branded keywords. On the right are the metrics for non-brand keyword performance in the areas of organic rank, search impressions, clicks, and click thru rate.
- Email Traffic by Campaign Report: This report also has similarities to the landing page report. Obviously, it looks very similar and again, I apologize for that. Data Studio really does have a lot of features to make reports look sharp, but up until now, I have been more concerned with the data and functionality, rather than the look and feel. At Hilti, probably like many of you, we send out a lot of emails. Our email service provider provides the email team a lot of stats about open rates and click thru rates, but once the email visitors gets to our site, the team had less data readily available. This report allows our email team to select any given email campaign from the drop down filter. Then they can see what visitors from the campaign did on the website, what pages they viewed and how many times they viewed them. And most importantly, it provides eCcommerce metrics such as how many orders they made and what products they bought. One other thing I should point out about the email campaign report is that I added a second page. While one of the things I love about Data Studio is the ability to have concise, one-page reports with a ton of great data, you can, of course, have multiple pages in your reports. On the second page, I put metrics to help our team see what time people are clicking through our emails and coming to the website.
- Campaign Specific Reports: The final report I will mention is one I put together for a recent campaign we were running for our chemical anchor products. At Hilti, when we talk about anchors, it’s not boat anchors, we manufacture and sell concrete anchors for construction applications. Part of our suite of anchoring products consists of epoxy, adhesive, or chemical anchors. This past summer we had a marketing push around the chemical anchor line and this is the summary report I’ve put together to report on the performance of the chemical anchor pages. Part of the chemical campaign was also to publish several new pages with the goal of attracting more organic search traffic, so I created an SEO dashboard in Data Studio for the campaign as well.
Engagement Rates for Landing Pages See Marked Improvement
As you can see, we have used Data Studio to create a wide variety of reports and we have seen a lot of success in democratizing the data this way and getting the marketing team to pay attention to the data. But you may be wondering, what concrete benefits have we seen from using Data Studio? Sure the data is getting out there more, but is it really being used to improve the performance of digital marketing campaigns? The answer is yes, we have seen tangible results and here are two big ones.
Here is a chart of the bounce rate and conversion rate for our landing pages over a year. Before we started using Data Studio for our reporting, we were seeing relatively steady bounce rates and conversion rates with room for improvement. When we started using Data Studio, those bounce rates began to decline and ended up stabilizing around a percentage roughly half of what they were before. And similarly, the conversion rates began to improve as we used Data Studio and have effectively doubled in the course of a year.
I’m not saying Data Studio was the only factor in these improved engagement rates—it was not. We have ongoing efforts to continually improve our landing pages and using Data Studio reports was only one aspect of our approach. But the correlation is undeniable—that using Data Studio to democratize web analytics data has been an important tool in helping us get data in the hands of marketing decision makers and they have used that data to improve the effectiveness of our marketing campaigns.
LinkedIn Notes We Are Drowning in Data. Data Studio Has the Solution.
As we wrap up, I like to share a quote from a LinkedIn article I ran across just a couple of weeks ago as I was preparing this presentation. The article was about how marketers are using digital analytics, and it pointed out, as I did at the beginning of this presentation, how digital marketers are drowning in data. The article said, “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.” I found it interesting that they pointed out these three challenges with measuring, sharing, and making an impact across the organization. And it was quite timely, as I have pointed out, that you can overcome each one of these challenges with Data Studio. And when you do that, instead of drowning in data, you will be riding the data-driven wave. Thank you.