Google Data Studio

                                                                                                                         (Holmes, 2016)
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 February 12, 2018
James C. Morrison

Google Data Studio

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A Totally New Breed of Data Visualization


Google Data Studio is a new data-visualization tool designed to allow the end-user to effortlessly pool marketing data and turn it into aesthetically pleasing, easy-to-read, and easy-to-comprehend reports.  In addition, Data Studio (DS) reports are customizable.  The engine behind DS is Google Analytics 360 Suite and other related data drivers.  DS is highly promoted to aid in creating dashboards, reports and related data visuals with simple drag-and-drop clicks of the mouse.  It is also promoted as a collaboration tool that enables the user to share reports across an organization (Google Analytics Solutions, 2018). 

Easily Generate Interactive and Custom Reports
Interactive Data Studio Sample
(Click Link Above to View Interactive Sample)
Data Studio Tells Impactful Stories with Data made your Way!
From a business perspective, Data Studio is designed to give everyone within an organization access to pertinent information relating to the business.  The idea behind DS is to make information available that will help employees and customers identify marketing opportunities in a totally engaging an interactive way.  DS eliminates the need for traditional databases and spreadsheets that are time-consuming to create and prone to errors. 
DS is currently in (beta) version and is an integrated component of Google Analytics Solutions.  It facilitates data-rich decision processes with information that is easily accessed.  A marketing department can easily connect all related marketing-data to create reports that are easily custom-tailored to the marketer’s communications needs with a professional look and feel (Google, 2017)! 

Data Studio Connections
DS is custom designed to access data from Google Analytics, Google BigQuery, Google AdWords, Google Sheets, CSVs, and other related sources.   It allows the originator to format, define, and transform values within data sets.  Governance capability is also a feature along with user authorization rights. 

Dashboards and Aesthetically Pleasing Reports
DS calls their data-driven reports ‘Data Visualizations’ that are created with a few drag-and-drop clicks.  It comes with a ‘Visual Editing Interface’ that is the key-driver for creating reports and dashboards.

KPI Snapshot 

There are a variety of reports and dashboards readily available for DS.  The KPI Snapshot provides an easy-to-read report showing the overall performance of all digital marketing information in one place.  It helps the marketer determine the overall health of the website for online marketing campaigns (Mervis, 2017).

       (Mervis, 2017)
The KPI Snapshot shows important statistics about the marketer’s website like visits, conversions, country of origin, and popular pages visited.  Additionally, campaign content is shown including channels that brought most traffic to the site and the ones that had the best conversion rates of visitors.  It also shows the best AdWords campaigns along with the top organic searches and queries.  This dashboard is totally customizable to meet any need.  Data can be added or removed easily (Mervis, 2017).
DS comes with a complete library of visualizations that are designed to tell the story about the data.  A marketin team can fully customize the design and style of all data.  Templates are reusable and have a professional look.  Additionally, reports can be created with interactive controls.  These controls can be based on time-lines, geography, market segments, and other related dimensions.

SEO Report
For most marketers, an organic search channel is important to bring visitors to the site.  Users who search using Google for a specific business are potential customers.  Because this is not a paid advertising search, there are no expenses incurred for visitors coming to the website.  Search Engine Optimization, (SEO) is a one way to improve the ranking of a website focused on marketing objectives.  Because an organic search is an important way to bring visitors to a businesses website, SEO is paramount to all digital marketing initiatives.  Importing data from the Google Search Console to DS enables the marketer to produce a report that validates the SEO efforts. 
       (Mervis, 2017)
The SEO template filters data by Country and the type of Device where a specific search takes place.  Also included are searches and Landing Pages along with Search Queries.  Finally, DS shows the Average Position a website appears in all Queries.    

AdWords Report

For marketers, AdWords is a very important part of the paid digital marketing campaign.  It is somewhat difficult to retrieve a performance report of AdWords.  DS makes note that it provides an easy and efficient way to create this particular report.  The template for this report is referred to as ‘AdWords Overview.’  It provides trend information data, like Cost-per-Click, Conversions & Cost, and Rates & Impressions.  This information is further broken down for the marketer’s top campaigns along with performance breakdown by specific device.

Data Studio Leverages Collaboration
Built-in collaboration tools are incorporated into DS to allow marketing teams to effortlessly work jointly on dashboards and various types of reports simultaneously.  Real-time editing of data along with viewing and the addition of comments are easily accomplished across the organization.   Any changes made to the reports are automatically saved along with revision history.  Old versions of reports can be accessed and sorted by date along with who made changes.

Data Stories that Work
The bottom line, for marketers, DS is an ideal tool to aid in accessing marketing data and analyzing it to reveal insights that will not only foster better decisions but also effect bottom line sales.

Summary
In summary, Google Data Studio is an ideal tool for creating monthly marketing reports for E-Commerce businesses.  The reports and dashboards are customizable and will pull data from a variety of sources including Google Analytics, Google Sheets, Attribution 360, BigQuery, YouTube, Google Search Console and AdWords.
DS provides an interactive marketing report dashboard that highlights useful metrics including E-Commerce, Lead Gen Statistics, SEO reports, and AdWords reports.
DS also facilitates the ability to import data from other sources outside of DS too as long as they are imported as Google Data Sheets.
DS is also beneficial for tracking revenue with its E-Commerce tracking program.  A marketer can easily import revenue metrics to review overall profitability. 
The DS Monthly Marketing Report provides an efficient way to show the organizations most important data to track revenue, transactions, conversions, users, sessions, bounce rates, pages / sessions.  The report also includes the ability to track revenue by channel and device location.  AdWords data, conversion value, the cost of conversion, and conversion rate are also reported (Michael, 2017).
In conclusion, I believe DS will be a contender as this product is tested and implemented during the course of the next year.

References

Holmes, L. (2016, December 25). Google Analytics Data Studio Template Report. Retrieved from http://oneppcagency.co.uk/everything-else/data-studio-google-analytics-template/

Google Analytics Solutions. (2018). Put the power of your marketing data in everyone’s hands. Retrieved from https://www.google.com/analytics/resources/product-overview-data-studio-360.html?utm_source=google&utm_medium=cpc&utm_campaign=2017-q4-amer-all-datastudio&utm_content=data-studio-sitelinks-4&gclid=CjwKCAiAk4XUBRB5EiwAHBLUMWaEmDSVz592wlmCFlrA7-l516Kq1Ai0HY1PJiwVFqQBZg0xtsluhhoC0agQAvD_BwE

Google. (2017). Put the power of your marketing data in everyone’s hands. Retrieved from http://services.google.com/fh/files/misc/data_studio_productoverview_081817.pdf

Mervis, J. (2017, October 5). Three Online Marketing Dashboards You Need in Google Data Studio. Retrieved from https://www.amazeemetrics.com/en/blog/three-online-marketing-dashboards-you-need-google-data-studio

Google Data Studio (Beta). (2018). [Sample] Google Analytics Marketing Website. Retrieved from https://datastudio.google.com/reporting/0B_U5RNpwhcE6SF85TENURnc4UjA/page/1M/preview

Michael. (2017, February 6). Monthly Marketing Report Using Google Data Studio. Retrieved from https://www.dipietro.biz/monthly-marketing-report-google-data-studio/

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