Wir zeigen was das neue Reporting Tool von Google alles kann und wie es effektiv eingesetzt wird um aus verschiedenen Datenquellen Insights zu generieren und diese zu visualisieren.

1. Data Studio
06.04.2017

2. Über uns
2
Lili Pajer, M.A.
Analytical Consultant
Google Austria GmbH
lpajer@google.com+353-1-519-8588
Martin Frotzler
Digital Analytics Consultant
e-dialog GmbH
frotzler@e-dialog.at+43-1-309 09 09-26

3. Agenda
3
- Part 1: Data Studio Introduction
- Part 2: Product Demo
- Part 3: Data Studio in der Praxis
- Q&As

4. Data Studio Introduction
Part 1
4

5. Data Studio: part of the Google Analytics 360 Suite
5
Tag Manager 360 - Data collection
Data Studio Data Analysis and Visualization
Surveys 360
Research and
insights
Audience
Center 360
Audience
Management
Attribution 360
Marketing
Measurement
Analytics 360
Customer insights
Optimize 360
Site Testing &
Personalization
© Google Inc. 2017. All rights reserved.

6. © Google Inc. 2016. All rights reserved.
Today’s challenges
with reporting &
analysis workflows

7. All businesses manage data the same way
7© Google Inc. 2017. All rights reserved.
Collect Prepare Analyze Report Share
1 2 3 4 5

8. Limitations mean many tools are used
8© Google Inc. 2017. All rights reserved.
Collect Prepare Analyze Report Share
1 2 3 4 5
Databases
CSVs
APIs
Excel
SQL
PowerBI
Tableau
R
Powerpoint
PDF
JPG
Monitor
Email
Mobile
It’s complex, expensive and difficult to manage

9. 9
It’s not just the process that’s tough
Data lives in purpose
built tools
Silo’d; Difficult to get view across
entire business
Lots of
import/export
Manual process; time consuming;
leads to old / static data
Data updated
infrequently
Difficult to make decisions

10. © Google Inc. 2016. All rights reserved.
of marketers said that
marketing measurement
tools are difficult to use -
reducing cross-team
collaboration.
60%
of marketers surveyed
don’t believe that their
data sources are well
integrated
84%
of marketers stated that
it is difficult to give their
stakeholders in different
functions access to their
data and insights.
57%

11. © Google Inc. 2016. All rights reserved.
Google Data Studio 360
Make better decisions
Empower your team to make better decisions.
Powerful integrations across data sources make it easy
to bring data together, collaborate to create insightful stories,
and share those stories across the organization.

12. Data Studio: How it works
12© Google Inc. 2017. All rights reserved.
Visualize with beautiful,
informative reports
Share across the
organization
Connect to
all your data

13. Connect your data: Bringing all data together in one place
13© Google Inc. 2017. All rights reserved.
Data
Studio 360

14. Create beautiful reports, and make them yours
Report, customize
14© Google Inc. 2017. All rights reserved.
Bespoke Designs & Branding Types of Charts

15. Collaboration means quicker insights
15© Google Inc. 2017. All rights reserved.
Person A Person B

16. Sharing made easy
16© Google Inc. 2017. All rights reserved.
With Data Studio you can grant
sharing access to specific people,
teams or your whole organisation -
you have total control over who
views your information.
You can even control sharing to
just the report or choose to allow
access to the underlying data
source too.

17. Product Roadmap
17© Google Inc. 2017. All rights reserved.
Connecting
more data
Improved reporting and
visualization
Q1 2017 Q2 2017 2H 2017+
Analysis &
functionality
PostgreSQL
Commercialization
& Availability
GA Segment data
Search Console
Improved filters Pivot Tables
Analysis features
Global (geo) availability
Data Import
DBM

18. Product Demo
Part 2
18

19. Demo
19© Google Inc. 2017. All rights reserved.
Scorecards GraphsAdding a
Data Source
Setting-up
Visualising
data
Creating New
Metrics
Adding
a Filter
Filter
Controls
Date
Range
Filters
Collaboration

20. Beispiele aus der Praxis
Part 3
20

21. Wie nutzen wir das? - 2 Use Cases aus der Praxis
• Steuerungs- und Insights Cockpits:
• #1: Display Kampagnen nach dem Targeting Funnel
• #2: Mediaplan Soll / Ist Kontrolle
21

22. Insights entlang des Funnels generieren
22
Reach
Engage
Do
Ziel: Sichtbarkeit, Aufmerksamkeit
Ziel: Engagement, Micro Conversions
Ziel: Kauf, Life-Time-Value

23. Wie visualisieren wir das in Datastudio?
• Kategorisierung des Targetings mittels:
– eindeutiger Nomenklatur in der Kampagnenbuchung
– welche via Regex in Datastudio erfasst und in einer
benutzerdefinierten Dimension gespeichert wird
– mit Google Analytics 360 und der Verknüpfung mit
DoubleClick als Datenquelle
23

24. Live Demo #1
24

25. Mediaplan Soll / Ist Kontrolle
• Nutzung der Google Spreadsheet Schnittstelle von
Datastudio
• Soll-Daten werden in das Spreadsheet eingetragen
• Ist-Daten werden automatisiert täglich in das Spreadsheet
geladen (via Google Analytics Add-On und der API) und
• in Datastudio wird beides tagesaktuell visualisiert
25

26. Live Demo #2
26

27. Q&As
Part 4
27

28. Danke für Ihre Aufmerksamkeit!
Viel Freude auf der Konferenz und
beim Anwenden in der Praxis!