Posts Tagged ‘tableau’

Jul 07
2014

world cup brazil 2014 tableau

The World Cup is the most viewed global event (yes, even more than the Olympic Games). Internationally, one of the most, if not the most, common sport is soccer (known as football in places other than the U.S.), and for good reason. Who can resist the fun of the sport! This year, there was the fastest goal scored by U.S. (32 seconds!), Algeria’s defense against Germany, and the mighty Tim Howard’s record-making game for most saves in a single game (16 saves people! 16!) — just to highlight a few!

The beauty of Universal Analytics is you can pull in any sort of data into the Google Analytics interface. To demonstrate this, in our last post, we pulled World Cup data (up till 7/7/2014) into Universal Analytics.

We looked at the following data:

  • Top Matches
  • Team Performance
  • Top 10 Scored Players
  • Players with Red Cards.

It’s already cool that you can see the data in GA, because now you can take advantage of the cool reports and filters and really chop up the stats. But the data is in multiple reports, so to really analyze the data, you’d have to click through to look at all the info. Plus, it’s mostly numbers, so it’s hard to really tell a story.

We wanted to show that there are even other fun and engaging ways to present and share data.

Tableau Software – Interactive Data Visualization

“There is a magic in graphs. The profile of a curve reveals in a flash a whole situation — the life history of an epidemic, a panic, or an era of prosperity. The curve informs the mind, awakens the imagination, convinces.” – Henry D. Hubbard

Endless tables of numbers might seem intimidating to some of us, particularly marketers who usually aren’t as technical. Sure, you could create charts in Excel, but it’s 2014, why limit ourselves to static 2-Dimentional shapes and charts? Let’s really wow our audience.

Tableau is an awesome data visualizaiton tool that lets you pull in data directly from your analytics account into the software. From there, you can create really cool interactive dashboards and visualizations.  The tool provides several interactive elements geared towards helping the user slice and dice data on the fly.  Check it out!

Behold! Hover/click over any country and see how the data changes below!

The “viz” above is more than just a bunch of static charts – a story unfolds, each country is denoted by its location on the map as well as flags. Hover over the country of your choice and get the data you want. It’s that flexible. Tableau users, download this report for free.

Make your predictions on the World Cup!

You now don’t have to guess who’s going to win strictly based on your favorite team, you now have the data to prove it! Who do you think will win the 2014 World Cup?

Jan 21
2014

tableau-screenshots

HAIIYAAA!

As marketers, we have an overwhelming ubiquity of data! What do we do with it?!

We still see organizations, the big ones and small ones, using top level aggregates. You wont get any insight unless you segment -slice and dice! Use Tableau and Google Analytics to integrate, contextualize and visualize all your data from the Web, Mobile, eMail and backend. You can really extract valuable insights this way, tell a better story and finally make the tough marketing optimization decisions based on your data!

Oct 31
2013

press release thumbnail

There are numerous reasons and benefits for companies, large and small, to send out press releases. Some example announcements include:

  • A new executive joining the team
  • A new product or service offering
  • Establishing a new location and company growth
  • Establishing new partnerships
  • Corporate restructuring
  • You name it…

Context for Measuring Press Releases

Often, our customers ask how to measure the effectiveness of press releases. While reputable press release platforms offer their own metrics and data, PR professionals, marketers and executives can still be confused on what to measure and what these press release metrics mean.

For example, if my press release had 55,679 impressions is that good or bad? Or if I got 38 reads, should I celebrate or start to look for another job!

One of the main issues, in my humble opinion, is the lack of context, and – yes – lack of segmentation. Hence this post.

If you are not familiar with standard press release metrics to look for, here’s what people typically look for when they send out a press release:

  • Reach and what headline impressions they get
  • If people are clicking on those headlines and reading
  • If readers are interacting with the press release (clicking on a page to get to your landing page, download an image, pdf, etc.)

Check out this link for more definitions of metrics provided by PR Web.

My goal of this post is not to re-iterate what tens of articles already described on press release metrics, or how to measure awareness and branding – a quick search on google will give you more than you need.

What I want to share with you is a new approach – to use the metrics surrounding the date of release, its impact and make it easier to find actionable insights, inspiring ideas for to increase your audience reach (I can make it sound fancier and say “framework” but I’ll skip that for now :) ).

Let’s get started!

1- Make it Visually Appealing and Trend

First of all, extract your press release data out of your PR platform (csv file) and import it in Excel and trend it. We use Tableau a lot for data visualization, and with few easy steps, you’ll have a much better story to tell! The following view includes data on five press releases. Take a look, insights are are ready for you to garner!

Quickly you can see that your release about the EMEA expansion didn’t do well at all in terms of impressions and reach, however, people must have liked the video or the pdf you included in that press release (look at the relative huge number of interactions).

 

2- It’s Not News After the First Few Days, or Maybe It Is

Most buzz around press releases dies off after the first few days. But sometime you might be interested in finding releases that keep on giving. One approach is to plot your 7-day metrics vs. your all-time metrics. Picking up the data in Tableau and with a little bit of dual-axis formatting gives us this view:

Notice how the first three press release hardly had any impressions after the first 7 days, whereas the Q2 Earnings and Product Announcement releases have picked up a few thousand impressions since the initial announcement. Dig deeper into the referring sources to find out who is linking back to you and is still talking about your cool product. Cater to this audience by creating similar content in the future or potentially advertise on those referring sites.

3- Press Release Engagement Metrics

Let’s tell a better story and add more context to our reporting and analysis. Awesomeness can be attained by blending in data from the PR platform and your site analytics data.

In the graph below, you see how we pulled in the Media Deliveries metrics (number of media outlets that received your press release) as well as site visits corresponding to the respective press release.

Not only that, if you have your engagement/outcome measurement in order, you can measure “conversions” as they relate to traffic from press releases. Granted, press releases are not a “direct response” type of channel, but for specific press releases you might be interested in measuring what users are doing on your site. Note in the graph that the Product Announcement Press release received close to 150 site conversions (in this case a product demo video views on the site).

Putting in all together in one dashboard

Can’t really end the post without mentioning the word “dashboard” :) , so here it is! You combine the three Tableau workbooks/reports we discussed above and you get this beauty!

And as we commented next to each graph, you make sure you do the same for your dashboard. Don’t be lazy, before you send the dashboard off to your executives, do your homework and include findings, insights and recommendations.

Additional Press Release Tracking Tips:

  • Real Time: Google Analytics real time reports are amazing. You can view site activity (incoming traffic, top pages, events, etc.) as it happens. For example, you can monitor real time if you have some hot announcement that is likely to go viral.
  • Google Alerts: you can also set alerts on your company name or a specific keyword related to the press release announcements. If Google is sending a press release about Q3 earnings, you can set your alert on “Google Q3 earnings”.
  • Referring Traffic: you can report on your referring traffic in Google Analytics and filter on traffic from media outlets to get a sense of what traffic is generated from these outlets. For the analysis ninjas out there, check out our post on advanced techniques to capture the source of the press release traffic.
  • Social Media: in addition to the above, leverage your social media listening platform to report on social mentions related to the press release. Make sure you participate in the conversation and address your audience’s questions and concerns.
  • Segment the press release metrics by geo-location or destination: this will allow you to track and trend Reads by tier-1 media outlets
  • Tableau and Google Analytics: From within Tableau,  the Google Analytics connector is at your service. Select the dimensions and metrics you want and pull them into Tableau automatically. No more csv files and no more export and upload, just connect and play!

Other tips you have for assessing the performance of your press releases? Please share in the comments section below.

Sep 05
2013

google-analytics-speakerThis time of the year always brings change. The air is a bit more crisp, the days get shorter and students head back to school. And even though most of those going back to school are children and college-age adults, there are also those that will hit the books for training and learning the latest and greatest in their fields. Come next week, the 6th annual Tableau Customer Conference does just that, and E-Nor is going to be there heading up a training session that showcases a Tableau case study.

Speaking in September

The industry leader in data visualization, Tableau, is having the Tableau Customer Conference from September 8-12, 2013 at the Gaylord National Resort & Convention Center in Washington D.C. Come meet Feras Alhlou, talk with him about E-Nor’s experience with Tableau and learn from his session, How Well Do You Know Your Cohorts? This case study examines both the challenges and solutions of understanding user behavior and cohort analysis across multiple platforms (pretty cutting edge stuff!). Feras will speak on the Tableau Google Analytics connector, which puts powerful GA data at your fingertips. In this session Feras also touches on the Cross-Platform Challenge and a more efficient approach to analysis and optimization when utilizing Tableau.

At the end of the month, Feras is off to the East coast for eMetrics Boston Summit, which takes place September 29-October 3, 2013 at the Seaport World Trade Center in Boston, MA. This is yet another opportunity to meet Feras and explore how to Establish an Analytics Framework and a Data-Driven Culture. Here, attendees gain knowledge on the importance of both a framework and data-driven environment when it comes to the ever changing world of analytics. A Fortune 500 company is showcased, as Feras shares how organizations can embrace the culture and accomplish needed business goals and objectives.

The Latest & Greatest in Google Analytics

Following eMetrics, the staff at E-Nor will do some training of our own at the upcoming Google Analytics Summit 2013. Here, we’ll connect with Googlers in Mountain View to learn about what’s new in digital marketing and measurement, give feedback on existing Google Analytics products, as well as get the skinny on new product releases (and plenty more that’s going on in the world of GA – yippie!!). We’re excited to learn more about the future of analytics and see what Google Analytics is doing in terms of new ways of looking at data that will ultimately help us help our clients.

Training for You, Too

For those of you anxious to get out there and get your brain moving with the changing of the seasons, we’ve got YOU covered too! E-Nor recently launched Google Analytics Training Courses this Fall, which offers hands-on training and personal coaching of Google Analytics. Our results-focused training courses are available as a one-day introductory session, or multi-day mastery training. In addition, all participants continue to get on-going analytics support and personal development through direct coaching even after the course is complete! Instructor Eric Fettman holds a B.A with High Honors from Harvard University, is the founder of GoogleAnalyticsTest.com and has over 20 years experience in the indsutry, so you’re learning from the best! :)

Starting next month, we kick off our Fall courses in the following cities:

Washington, DC
October 22-25, 2013

Additional courses are planned for New York, San Francisco, Dallas, Los Angeles, Philadelphia and Miami. All details are available on our Google Analytics Training Course website.

So as we’re out and about in the next coming months, we hope to both see you, and share with you, what’s new in the world of analytics. And as always, if we’re not out in your neck of the woods don’t panic — we’re just a click away!