Carrie Albright: Shortcuts & Winding Paths: Using Excel to Save Time & Gain Insights

@Albright_C#StateofSearch @dfwsem

Shortcuts & Winding

Paths: Using Excel to Save Time & Gain

InsightsCarrie Albright Sr. Account Manager, E-Commerce Hanapin Marketing @Albright_C


HanapinMarketing

Google, Bing, Moz, Wordstream, etc

SMX, Hero Conf, State of Search, etc

PPC Enthusiast


Presenting in Excel

Must-haves for any True Excel Nerd

Tricks for the Serious Excel User

Excel Shortcuts for Everyday Use


Excel Shortcuts

for everyday use


The Quick ListViewing Your Data

Freeze PanesFilterRemove duplicates

Easy Adjustments

TrimLenProper/lower/upper

Create new content

AnchorsFind & ReplaceTransposeText to columnDisclaimer*

Mac.Excel 2011. Deal.



Freeze PanesFilterRemove duplicates

Text Fix


Create new content

AnchorsFind & ReplaceTransposeText to column


Freeze Panes“Freeze panes” allows you to see any row without losing your column titles.


Remove Duplicates“Remove

duplicates” deletes

data when

selected columns

match.


Filter“Filter” allows you to sort and segment data by column.



FilterFreeze PanesRemove duplicates

Easy Adjustments


Create new content



Trim =TRIM(cell)“Trim”

removes excess

spaces in a cell.


Len =LEN(cell)“Len” counts the number of characters in the referring cell.


Proper/Lower/Upper =PROPER(cell)

These formulas

adjust the capitalizatio

n of your cells’

content.



FilterFreeze PanesRemove duplicates

Text Fix


Create new content



Anchors

$A12 Anchors corresponding columnA$12 Anchors corresponding row

$A$12 Anchors entire cell


Find & Replace

Hot Tip: Use * to find variations of this:Bos* -> Replaces entire word containing “bos”*Bos Replaces entire cell containing “bos”


Transpose

“Transpose” allows you to flip the axes of your data cells.


Text to columnPro Tip: Once you’ve split your data, remove the delimited Text to Column rule


Must-haves

for any true Excel Nerd


IFConcatenat

e vs. &

Vlookupvs.

Index Match


IFIF ERRORIF (and)IF (then)

SUMIFCOUNTIF


Concatenate vs “&”

=Concatenate(cell1, cell2)=(cell1)&(cell2)


Vlookup vs Index Match“Vlookup” generates a value based on a reference data set & requested field.

“Index Match” provides a piece of data that meets a request & ties it with corresponding data.


Vlookup vs Index Match

“Vlookup” generates a value based on a reference data set & requested field.“Index Match” provides a piece of data that meets a request & ties it with corresponding data.


Tricks for the serious Excel User


PIVOT TABLES

EXCEL SOLVER MACROS


Pivot TablesPivot Tables are matrices

that aggregate

common data components.

i.e. Pivot tables are

your bread and butter.


Pivots – The Next StepPivot Tales can be used to demonstrate performance trends and anomalies.


Excel SolverSolver shortcuts the calculation process

when generating possibilities.

Often used to estimate new budget allocation.


What we know1. We’re losing impressions due to constrained budget2. There’s budget to spend3. Cost, Avg CPC, and conversions are coming in --- but there are more sales out there!!

The Question Q: Where should we spend?

Excel Solver – Fast Track


Excel Solver – Fast Track


Template Macro

Scary

Multiple outputs

Large scale analysis

Application across varying accounts

Consistent application across accounts

Single output

Recurring tasks


Template

Add a set of rules or functions from a templated spreadsheet to newly added data.


Macro Building

Write Your Macro Record Your Macro


Writing a MacroStep 1: Attend a session based 100% on macro writing.

Step 2: ?

Step 3: Profit


Recording a MacroStep 1: Plan your macro What will be your final outcome? What story are you hoping the data will tell?Step 2: What data do you need? Create a set of data columns to reference each time this macro will run (or at least a cheat sheet)Step 3: Practice. Review. Practice. Review. Run Macro.


What to do?Create dataset template.

Move through process steps concisely and accurately.

Tools Macros Record Macro Name Macro.

Save as Macro-Enabled Worksheet. Paste future datasets within this sheet and “Run Macro.”


Choosing Your Macro

Account Snapshot

Multi-layered optimizations

Generate dataset

Create desired metric

Enact desired formula

Data outputSet time period

Performance by segmentImport into graph

template


Hey Girl,

How about you keep building those macros while I braid your hair.


Presenting

in Excel


Formatting Don’tsDo not, for the love of your fellow

Excel enthusiasts

, leave Default

settings.


Formatting Do’sAdd custom fonts & colors specific to your brand.


Formatting Do’sTake advantage of whitespace to provide corresponding analysis.


Name your Data.

What’s the point, again?

Provide what’s relevant.

Visualization

Give clear direction.


VisualizationThe CTR

itself can be

further explaine

d by using a

trendline.

Each trendline offers a different view of performance. Most easily understoodare the linear and logarithmic.


VisualizationUsing

conditional formatting to build a heat map reveals

where consistent

performance is present.


Visualization


What’s the point, again?

Visualization


Presenting in Excel

Must-haves for any True Excel Nerd

Tricks for the Serious Excel User

Excel Shortcuts for Everyday Use


Carrie Albright Sr. Account Manager, E-Commerce

Hanapin Marketing @Albright_C

Carrie Albright: Shortcuts & Winding Paths: Using Excel to Save Time & Gain Insights

Marketing

Transcript of Carrie Albright: Shortcuts & Winding Paths: Using Excel to Save Time & Gain Insights