Tag Archives: data

How To Build an Insightful Data Report

Analysing your data is one thing but presenting it is where you can shine. Unfortunately creating insightful data reports is not as easy so here are some tips on how to rock it.

No matter what digital property you have, you will face the same goals when it comes to presenting your data. It is viable to build up your report to save time and support decisions for those who will read those reports. We have covered the topic from a strategic perspective before, but this time we will focus on a more practical approach.

Betting on a tool is hard as there are so many of them. Most people instantly think that presenting data means a presentation, but it is not like that. Offline presentation tools like desktop PowerPoints and stuff might be a good choice for a strategic meeting or an annual insights coverage, but it is the worst choice for an on-going reporting. It’s not interactive; it only shows data gathered when the presentation is produced, and it’s only available offline (even if you share it).

 

Your Presentation Tool Must Be Online And Up To Date

The tool you pick must have some key features:

  • It must be available online anytime
  • It must present live data
  • It must be interactive so timeframes and data ranges or even charts can be played with if the reader of the report decides to do so
  • It must have an easy-to-do approach on creating charts, flows, processes to deliver good insights
  • It must be connected to a tracking or metric system so data can flow in easily
  • Nice bonus but it should be great to save some time for the reporter so the report can be created once and the structure can be reproduced with a few clicks

Google Analytics is the widely used free metric platform for SMEs. We strongly recommend using Google Data Studios as well as it delivers the same features highlighted above. It is easy to use; the report-buildup is quick, it refreshes data real-time, it is interactive, it is online and shareable, and you only need to create the report’s structure once and can multiply it anytime for other digital properties. There are other 3rd party services that use Google Analytics as a source, but usually, they are not as customizable or not free like Google Data Studio.

Build Up Your Report

Now you have the tool to present; you need to build up your report from scratch. Ideally, all data you have is flowing in the report and creating charts is just a few clicks. The technical details on how to build up your report are different on every tool you choose, but fundamentally it is the same: you select a data source, then pick metrics, then setup dimensions, and you are good to go with a descriptive chart design. You then multiply the charts and organise the report. The question is what should be the best order. There is a straight line you should follow with that.

Every business is different, but everyone has a digital platform with some goals and objectives. The first part of your report – let’s say the first page – should focus on the big picture. How’s your site performing regarding big numbers? How crowded is your site? Who’s coming in and out? What’s the mobile percentage? What’s the bounce rate? What are the pages / sessions? These are important questions and metrics that can describe the big picture which is the overall site performance.

Your most important KPIs should follow the structure as next. Is your site focused on e-commerce? Put the goal conversions on the first page as it’s the single most important metric you need to take an eye on. Are you a media company? Put the share event tracking on the first page to see how viral is your content. Are you a consulting company? Put new visitors up to the first page to see how many new prospects you have. Determine your goals and objectives which define your most important KPIs and put those figures at the start of the report to get the quick look on your success.

Now everything else can follow as the rest is totally deep-dive and sometimes unrelated. Build up the rest of the report, so it helps you to describe the causes behind the big picture metrics. If you are a media company, focus on content on the second page. It may contain the most important topics on your site. If you are in the e-commerce industry, you should focus on the performance of your funnels here, that can describe the goal conversions you showed on the first page. It is totally up to the business and their KPIs what are the main and miscellaneous figures.

The end of the report should be a collection of interesting facts you have observed, trends that can lead to the future or just deep-dived insights. You can showcase figures on the visitors here or some referring traffic insights. Maybe you have an ad campaign connected to your data source, you should put that here too.

Clarity For Better Understanding

There are tweaks where you can support the better understanding of your reports.

  • Add descriptive titles to your charts. Avoid definitions as titles. Instead of naming the chart just “bounce rate” use “The amount of users leaving the site in the first X seconds”
  • If needed, further explain what we can see on the chart
  • Group your charts into topics: “How deep visitors go to your site” can contain different figures from pages/sessions, frequency figures, engagement metrics and much more
  • Add the learnings if needed directly in the reports, even if it looks simple just by looking at the data itself. Understand that it may look simple for the data expert, but not for the decision maker
  • Design the whole report and use branding – this makes the report closer to the reader

Presenting your data shouldn’t be hard if you are using the right tools to build a report that enables strategic decision-making with your data and insights. At the end of the day, the decision maker will have the last say based on the report.

Book an on-demand Q&A session where we answer all further questions you may have about this write-up.

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The Marketing Analytics Year-End Roundup 2016

It’s finally that time of the year!

No, I’m not talking about long holidays and presents. I’m talking about that time of the year to take a look back and appreciate. I’m talking about that time of the year when we take a look back and appreciate the days gone past and be thankful that they came to be instrumental in our progress.

the-marketing-analytics-year-end-roundup

In the case of Walter Analytics, we can definitely say that we’ve come a long way from where we started back in January of this year. We’ve undergone many changes and advanced our skills and knowledge; and while it’s true that there still a long way to go for the team, we’re very happy and hopeful that this change will continue in the following year.

In the spirit of taking a backtrack and looking back at our progress, we’ve chosen 10 of our most well-received content and hope that you find it not only entertaining but education as well.

Decoding SnapChat’s Popularity

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics. [READ MORE]

(5 min. read)

Influence by the Numbers: Understanding Influencer Marketing 

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics. [READ MORE]

(10 min. read)

Predictive Analytics: Why It Matters

In the recent years, big data has become a significant focus point for businesses. Gathering massive amounts of data is now routine for most of us. It’s not a question of whether or not it is important to collect information on your customers. The key points that should come to mind are the type of data to collect and analyse, and from there, the process to predict consumer behaviour based on patterns and trends derived from the data. Predictive analytics is on the rise, and now everyone can benefit from it. [READ MORE]

(5 min. read)

Virtual Reality: Reshaping Digital Analytics 

Although Virtual Reality is not exactly a platform for the masses, it is the most innovative approach to delivering content as of today. The platform, still in its early stages and loads of new creative ideas has already challenged the digital analytics. Virtual reality has the potential to redefine how we think about measuring the bread and butter of digital analytics: attention and action. This article helps you to understand the behind-the-scenes on this new trend. [READ MORE]

(10 min. read)

Custom Analytics Report: 10 Tips for Presenting the Right Data

We have seen so many bad examples and sat through hour-long presentations on KPIs and measurement charts with a great set of data pieces and an endless number of slides. So we decided to show you the best way to present and report your data. This process is applicable to all kind of businesses and business cases with any analytics background and data coming from any measurement system. This simple process will help you get the best out from data. [READ MORE]

(5 min. read)

How to Run an A/B Test with Google Analytics 

There are various A/B Testing tools available if you search around, most of which are paid software. But since not everyone is ready to shell out money just to test them out, we’ll highlight one of the known free tools around which is Google Analytics Content Experiments. [READ MORE]

(5 min. read)

Emerging Trends in Mobile Advertising 

Consumers prefer mobile over desktop when it comes to shopping or content consumption. Mobile referral traffic is taking over desktop usage. It is not a question of how important mobile is. The question is how to capitalise on mobile usage. Here are the most important trends in mobile advertising. [READ MORE]

(5 min. read)

Digital Analytics Can Help You Raise Profits – Part 2 

Walter Analytics has worked with EmployEase for over two years enhancing Analytics and driving the digital growth of the business. This partnership has been a key driver of revenue growth for EmployEase and outlines our framework for working on Analytics with a client. [READ MORE]

(5 min. read)

Personalised Content

Personalised content and design is about providing the best web experience to different target audiences. At the most basic implementation, personalisation is setting up marketing campaigns for different groups of users, with ads for different audiences linking to different audiences linking to landing pages optimised for that audience. At the more complex integration, it is the use of browser cookie information or other technology implementations to dynamically display optimised content and design for a site as a site loads, to audiences depending on previous behaviour or demographic information. [READ MORE]

(5 min. read)

Data in Marketing – Are you making the right choice?

We have seen the widespread adoption of A/B testing in large companies, with medium sized companies starting to make the move to incremental data-driven changes through A/B testing as well. For web insights, new features in Google Analytics include Universal Analytics and Enhanced Ecommerce, and more recently Demographic and Interest Segmenting, has meant greatly increased insights into the behavioural difference between different website users. So many changes in a market can be hard to grapple, and many businesses just don’t adapt at all. To ensure you remain competitive you must make a measured move to keep your marketing budget accountable, and new analytics insights now allow you to do just that. [READ MORE]

(5 min. read)

Thank you for being part of our 2016 and we hope that you continue to enjoy our content in the following year.

On behalf of the Walter Analytics team, happy holidays and may you have a good new year!

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Custom Analytics Report: 10 Tips for Presenting the Right Data

Finding insights from a dataset is one thing, presenting it to drive change in your business is another. As packaging is necessary, presenting actionable insights from data is also crucial. Here’s how to do it flawlessly.

Category: Content Marketing Title: Using Videos Effectively: 3 Practical Tips

We have seen so many bad examples and sat through hour-long presentations on KPIs and measurement charts with a great set of data pieces and an endless number of slides. So we decided to show you the best way to present and report your data. This process is applicable to all kind of businesses and business cases with any analytics background and data coming from any measurement system. This simple process will help you get the best out from data.

Finding the best structure for your presentation

The first phase of the process is data findings. From any analytics system, you will have huge chunks of data streams that will generate results for you. You spot a correlation between two variables or you spot a trend in a timeframe on one metrics. If you have goals already, they can help you focus on where to look for findings.

Present your findings clear and straightforward. This is what you have found, and you think this pattern means something to your business partners. A simple visual representation can help evaluate the findings.

Custom Analytics Report: 10 Tips for Presenting the Right Data

Highlight what you learn

The second phase of the process is learnings, takeaways or insights. This is where your analytics experts come along, analyse the findings and come up with great learnings. Learnings are explanations of data results: a simple objective explanation of the ‘Why is this happening?’

Learnings have in-depth meanings. Your business and business case gives the context for every learning and drives them to actionable insights. Present your learnings in correlation to your business: what benefits will our business have with these learnings?

Set the process of actions based on learnings

A perfect data presentation is nothing without actionable insights turned into true marketing actions. You’ve got your findings, you’ve put them in context with the learnings, now what will you do to drive the business forward? In this part, a strategic mindset works best, but lots of marketing expertise also won’t hurt.

Going technical: the length and the illustrations

Custom Analytics Report: 10 Tips for Presenting the Right Data

Short is Effective 

Keep the length of your presentation simple and quick. Remember, the insights presentations primary goal is to support decisions, so don’t get too complicated. If your presentation is too long, your audience will miss your points. Present as much data on your findings as it’s necessary and supply further data sheets as appendixes or extended content read after the presentation.

Your learnings have to be super short, one statement only. Learnings are summaries of data. Sum up your learnings so they can be easy-to-understand and digest. Don’t fall for definitions and data-speak, use plain English.

Actions should be visual and should highlight a process. Actions lead to a journey; the series of processes to change your business. Actions should be informative and have to detail responsibilities, deliverables and resources.

Illustrations, Infographics and Flowcharts

Presenting data is rarely consumable in raw data sheets. Graphs and tables have to be descriptive and have to highlight certain findings only. Using a graph just for the sake of it can distort the outcomes.

Infographics sometimes are as useful as charts and tables. But don’t make them as your go-to illustration for your presentations, they shouldn’t overflow the whole.

Flowcharts can help you to highlight learnings and actionable insights. Simplify the data presentation process and only focus on just a few learnings and use a diagram to illustrate the super-focused pitch of your learnings.

Remove any clutter from your data sets and only focus on the important issues that tell a story.

Custom Analytics Report: 10 Tips for Presenting the Right Data

Ten tips you need to know before going on a data presentation

 

  1. Always remember to put your data into context when reporting. You can’t assume everyone knows what you do and how the data metrics work.

 

  1. Supply an appendix after the presentation that highlights your points and serve as evidence

 

  1. Don’t go crazy on charts, tables, flowcharts or infographics, find the best balance and the best tool to deliver your message

 

  1. Remove any clutter and have a pinpoint focus with your data, only present what’s relevant to your audience

 

  1. Findings are charts or tables, learnings are flowcharts, actions are processes

 

  1. Keep it simple in language and very short on length

 

  1. Usually, people are afraid of numbers – make it easier to digest with colours, animations and pictures or metaphors

 

  1. Use timescales or periods to showcase growth and trends

 

  1. It rarely works out if you use real-time data, use already analysed datasets

 

  1. Always be open for questions

 

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