1. Sharpening your digital marketing focus
Hi! In this video, we'll refine our digital marketing analysis using the power of filters and slicers.
Let us open the sample ad-hoc analysis report we created previously.
While our initial view provides a general overview, filters allow us to zoom in on specific areas. Click on the ellipsis next to a field in the "Fields" pane, and select "Filters." Here, you can apply various filters based on criteria.
Let's see how filters work in action. We can filter the data to focus on a specific acquisition source, say "Organic". By applying this filter, our visualizations will now only display data related to organic traffic, allowing us to analyze user behavior and website performance specifically for organic visitors. As you notice, we were seeing total of 35 new users and after filtering we can see that 21 new users came organically.
Now, let's meet slicers! These act as interactive filters that you can manipulate visually. Here, let’s add a slicer for "User Type". Clicking on a specific category within the slicer instantly updates all visualizations in the report to reflect data for that New user type.
The true power lies in combining filters and slicers. Imagine filtering for a specific timeframe, say "Last Year," using a slicer.
Now, we’ll use the filter for "Marketing Campaign" to focus on a particular campaign within that timeframe. Drag the Campaign column from the fields pane to the filter pane in the visual level filter and we’ll select the first marketing campaign. This combined approach allows you to analyze website traffic and user behavior for that specific landing page during a defined period and this specific visual provides good data for first marketing campaign.
By using filters and slicers effectively, you can isolate areas that require attention. For instance, our analysis might reveal a high bounce rate on a specific landing page. This insight can be used to optimize the landing page content and improve user experience.
Let’s work on a few exercises now.
2. Let's practice!