Sources of marketing data - Microsoft Excel Tutorial

- [Instructor] Before you can dive in to analyzing marketing data with Excel, you need to know what types of data are available. Let's walk through a few different examples of exported data that come from the most popular marketing platforms. You'll use all of this data in the course so it's good to get yourself familiar. The first tab here is Google Analytics for data. This is the traffic report based on source and medium. It tells you how many sessions you have, how many of those sessions were new people coming to the website, as well as how many new users you got, and the bounce rate. You also see things like conversion data and if you're tracking it, revenue data as well. Google Analytics also lets you look at the performance by page so you can see what landing page people are coming in on, and then similar data, so how many sessions, how many new users, the bounce rate, et cetera. Facebook is one of the largest advertising platforms and when you're doing advertising campaigns on the Meta ad platform, this is the type of data you can explore. This is performance by day, by campaign. You also have performance by ad as well. And when you're looking at this data you can usually see results in terms of conversions as well as reach, frequency, amount spent, and then also engagement data, like click through rate. Google is the other big ad platform and you can see here the campaign data similar to what we saw with Facebook. Their formatting is a little bit different and we have to use different strategies to get this into the same format, but a lot of the same data is here. We have the cost, we have the campaigns, and we have how many conversions as well as the click through rate. This is an example of time series data so this is performance by day and this is a really common type of report you're going to pull from Google Ads, as well as Facebook Ads and Google Analytics. We also have internal data. So quite often, companies when they want to see performance or results in their own format, they'll create their own internal database, and then you'll have some custom report where you export the data. It'll kind of look like this or however it's been set up by the developers. In this case, this is from some custom marketing attribution data. So we have the marketing source, the marketing medium, and then the marketing campaign. And this is so that we can kind of see where signups came from. These were the marketing sources when signups actually filled in the form on the website. Last one we have here is scraped data so this is pulled across from Wikipedia just to give you an example. We're going to use this later on to show you how to clean data and get it into the right format. As you can see, coming from Wikipedia we've got lots of issues, right? We have a lot of hyperlinks here with the name so when you click into the data, sometimes you get taken off into the website. We also have different colors and different formatting issues that we need to deal with. No matter what type of marketing data you're dealing with, Excel can make your life a whole lot easier.