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Data is macro storytelling. Data analysis is your opportunity to listen.
ENDLESS DATA IS ENDLESSLY CONFUSING
Setting up Google Analytics is easy. Exploring and understanding it is harder. Understanding it within the context of all your other data systems, target audience, and competitive market position is monumental. Data is now deemed the most valuable commodity on earth, having recently surpassed oil, and the amount of data in the world is staggering. If it was all printed to a stack of CDs (who uses optical media any more), the world’s data would stretch past the moon. One of the biggest challenges companies face in 2020 is how to connect their various data systems in a way where meaningful KPIs can be created and easily tracked.
Google Analytics, Google Ads, and Data Studio integrations are a basic example of the ways in which we collect and interpret data, craft meaningful KPIs, create audiences from those KPIs, and then feed that audience information back into Google Ads optimization algorithms to improve our Ads’ performance – which feeds back into our global KPIs, and on and on. While most people use Data Studio for creating simple, visual reports (and we do that too), its real power lies in its ability to blend data so that you can interpret one set of data results through the lens of another data set’s context.
Here’s a simple illustration of the importance of connected data: By combining eCommerce tracking in Google Analytics with your ad cost data from Google Ads, you have the ingredients for a return on investment KPI, which is even more powerful than conversion rate. This metric can be tightened further with additional cost of goods sold data, either through a Google Sheets or accounting system integration with Data Studio. Finally, a visual report can be constructed for instantaneous understanding of how each of your ad campaigns is performing with respect to the most deeply meaningful metric – profit returned on investment.
Most of your digital marketing data will be unimportant noise. Because the possibilities for data aggregation and analysis are endless, it’s important to hone in accurately and meaningfully to pull forward the cross-sectional data that is begging to tell you an actionable story.