Exercises

Media Behavior Dashboard

Creating a dashboard using Microsoft Excel is easy, and it’s a great way to report visualized data points to your marketing round. You can export data out of your Google Analytics package manually, or you can use a free Web-based plug-in like Excellent Analytics to import data into an Excel sheet.

The first thing to do is to qualify what data points you will measure. You should seriously consider using different landing pages for different demographics and media so you can measure their performance. Consider the following basic data points:

• Traffic sources (includes social and search)

• Mobile traffic

• Landing-page traffic

• Keyword searches

Use clearly delineated named ranges for columns. For example, “Social Sources: Facebook, Twitter, and Google+” is better than “G, H, and I.” If you are an Excel wizard, you can create dynamic ranges, which allow you to add columns within a data range without messing up the entire sheet.