Share metrics and insights with stakeholders | Google Digital Marketing & E-commerce Certificate

This paragraph emphasizes the significance of communicating with stakeholders in analytics and performance measurement. It highlights the necessity of sharing results with those who value the work, such as stakeholders, and stresses that without this communication, the benefits of the work are limited. The paragraph introduces the concept of identifying stakeholders and building trust with them by understanding their needs and communicating effectively. It also touches on the best practices for preparing data to share, creating visualizations and presentations, and the importance of using tools like spreadsheets for data analysis. The limitations of spreadsheets are acknowledged, and the potential need for additional programming or scripting skills for handling big data is mentioned.

The second paragraph delves into strategies for engaging with stakeholders and presenting data effectively. It introduces the concept of a stakeholder map and discusses the importance of maintaining the appropriate level of interaction with each stakeholder. The paragraph also includes a role-playing exercise to demonstrate how to respond to stakeholders' inquiries, emphasizing the need to provide specific, relevant data rather than general statements or unhelpful responses. The importance of using spreadsheets for sorting and filtering data is reiterated, with a focus on how these tools can help in preparing data for stakeholders.

This paragraph introduces the use of pivot tables as a tool for categorizing and analyzing data from different perspectives. It explains the basic components of a pivot table, including rows, columns, and values, and provides an example of how pivot tables can be used to compare campaign data. The paragraph outlines the process of creating a pivot table in Google Sheets, including selecting data, inserting the pivot table, and configuring rows and columns. It also discusses the use of filters in pivot tables to display specific data sets and the importance of pivot tables in analyzing and preparing data for sharing with others.

The fourth paragraph focuses on various data visualization techniques available in spreadsheets, such as vertical column charts, horizontal bar charts, line charts, area charts, pie charts, and histograms. It explains the appropriate use cases for each chart type and provides examples of how they can be applied to compare metrics and variables. The paragraph also covers how to create a chart in Google Sheets, including selecting data, choosing a chart type, and using the chart editor to customize the visualization. The importance of these visualizations in presenting data to stakeholders is highlighted, as well as the ability to copy and paste charts into presentations for effective communication.

The fifth paragraph discusses the limitations of spreadsheets for advanced data analysis and dynamic visualizations, and introduces tools and skills that may be required for more specialized roles in marketing. It mentions the need for programming languages like Python and R, and the use of SQL for querying databases. The paragraph also explores big data and how data might be exported to platforms like BigQuery. It introduces dashboard tools like Tableau for creating custom visualizations and real-time data analysis, and mentions resources like Tableau Public and Google Data Studio for further learning and application. The paragraph concludes by emphasizing the importance of a hybrid role that combines marketing coordination with data analysis skills.

The final paragraph focuses on the process of creating an effective presentation for stakeholders, using marketing analytics data to guide the audience to a conclusion. It outlines best practices for creating a presentation, such as developing a clear outline, selecting relevant data, and progressing from general to specific topics. The paragraph provides an example scenario of requesting a budget change based on campaign performance metrics and outlines how to structure the presentation to support this request. It emphasizes the importance of including data visualizations that relate back to the insights and ending the presentation with a call to action.