ADVANCED TOPICS IN EXCEL Evan Volgas, Lead Data Engineer at WhatRunsWhere

AGENDA ‣ HERE ARE SOME DATA….NOW WHAT? ‣ LOOKUPS, MATCHES, AND TRANSFORMS ‣ PIVOT TABLES ‣ SANITY CHECKING ‣ LINEAR REGRESSION ‣ TIPS, TRICKS, AND THINGS TO CONSIDER

AGENDA NAME ‣ YOUR BOSS ASKS YOU TO TAKE A LOOK AT SOME DATA AND LET HER KNOW WHICH CHANNELS ARE MOST EFFECTIVE AND HOW YOU SHOULD SPEND YOUR AD BUDGET ‣ SHE HANDS YOU A SPREADHSEET THAT HAS WEB TRAFFIC, CUSTOMER CONVERSION RATES, AND ONLINE AD SPEND BROKEN OUT BY CHANNEL – FACEBOOK ADS, TWITTER ADS, PAID SEARCH, AND NATIVE SEARCH ‣ YOUR COLLEGUE IN PUBLISHING SUGGESTS TAKING A LOOK AT THE NUMBER OF BLOG POSTS PUBLISHED PER DAY TO SEE IF THOSE NUMBERS HAVE ANYTHING TO DO WITH NATIVE SEARCH TRAFFIC ‣ NOW WHAT? ADVANCED TOPICS IN EXCEL HERE ARE SOME DATA: NOW WHAT?

AGENDA NAME ‣ (NON-EXHASUTIVE) LIST OF QUESTIONS YOU MIGHT ASK 1. HOW MUCH DO WE SPEND PER CHANNEL? HOW MUCH DO WE SPEND ON AVERAGE PER DAY? BY CHANNEL? IN TOTAL? 2. WHAT IS THE AVERAGE CONVERSION RATE PER CHANNEL? 3. DO WE SPEND MORE ON CERTAIN DAYS THAN OTHERS? ARE CONVERSIONS HIGHER ON SOME DAYS THAN OTHERS? 4. DO WE HAVE MORE WEB TRAFFIC WHEN WE PUBLISH MORE BLOG POSTS? 5. WHAT IS THE PER-CHANNEL COST OF A CONVERTED CUSTOMER? ADVANCED TOPICS IN EXCEL HERE ARE SOME DATA: NOW WHAT?

AGENDA NAME ‣ LOOKUPS AND MATCHES ALLOW YOU TO COMBINE DATA ACROSS VARIOUS TABLES AND DATA SOURCES ‣ FOUR MAIN FUNCTIONS IN EXCEL: VLOOKUP, HLOOKUP, MATCH, INDEX ‣ TRANSFORMS ARE ANYTHING YOU MIGHT DO TO MODIFY YOUR RAW DATA TO A FORMAT THAT MIGHT LEND ITSELF BETTER TO ANALYSIS (FOR EXAMPLE, EXTRACTING THE DAY OF THE WEEK FROM A DATE OR COMBINING TWO OR MORE FIELDS IN YOUR RAW DATA) ADVANCED TOPICS IN EXCEL LOOKUPS, MATCHES, AND TRANSFORMS

AGENDA NAME ‣ PIVOT TABLES ALLOW YOU TO AGGREGATE VALUES (SUM THEM, TAKE THE MIN VALUE, TAKE THE MAX VALUE, ETC) INTO DIFFERENT BUCKETS THAT ARE DEFINED IN YOUR RAW DATA (SHOW THE MAX VALUE BY DATE, FOR EXAMPLE, OR A SUM OF VALUES BY TYPE) ‣ SIMPLE DRAG AND DROP FUNCTIONALITY: DEFAULT WILL BE SUM OR COUNT DEPENDING ON UNDERLYING DATA ‣ USING THE COLUMN/ROW/FILTER AREAS ALLOWS YOU TO SLICE THE DATA AND DRILL INTO INSIGHTS ‣ LET’S TRY SOME EXAMPLES ADVANCED TOPICS IN EXCEL PIVOT TABLES

AGENDA NAME ‣ MOST DATA ARE VERY MESSY. ERRORS IN RAW DATA ARE MUCH MORE COMMON THAN YOU’D THINK ‣ ERORRS MIGHT INCLUDE DUPLICATE ROWS, UNREASONBLLY HIGH OR LOW VALUES, TYPOS, INVALID LABELS, ETC ‣ DOING ADVANCED ANALYTICAL WORK WITH EXCEL (OR ANY TOOL) HAS LESS TO DO WITH UNDERSTANDING THE SYNTAX OF THE TOOL AND MORE TO DO WITH THINKING HARD ABOUT WHETHER OR NOT THINGS “MAKE SENSE” ‣ AN ANALYST CAN NEVER ”FIRE AND FORGET TO THINK” ‣ LET’S LOOK AT OUR DATA… DOES ANYTHING LOOK STRANGE TO YOU? ADVANCED TOPICS IN EXCEL SANITY CHECKING

AGENDA NAME ‣ WHAT IS A REGRESSION? ‣ WHY USE A REGRESSION? ‣ ENABLING DATA ANALYSIS TOOL PACK: FILE  OPTIONS  ADD- INS  MANAGE EXCEL ADD-INS: GO ‣ USING THE DATA ANALYIS TOOL PACK ‣ LEVERAGING YOUR RESULTS ADVANCED TOPICS IN EXCEL LINEAR REGRESSION

AGENDA NAME ‣ PIVOT TABLES WILL NOT REFRESH AUTOMATICALLY ‣ IN GENERAL IT’S A GOOD IDEA TO COPY YOUR RAW DATA BEFORE YOU TRANSFORM IT ‣ YOU CAN MOVE TO THE TOP/BOTTOM/LEFT/RIGHT OF A DATA RANGE BY USING COMMAND+UP/DOWN/LEFT/RIGHT (OR ON WINDOWS, CNTL+UP/DOWN/LEFT/RIGHT) ‣ YOU CAN SELECT A DATA RANGE BY USING COMMAND+SHIFT+UP/DOWN/LEFT/RIGHT (OR ON WINDOWS, CNTL+SHIFT+UP/DOWN/LEFT/RIGHT) ADVANCED TOPICS IN EXCEL TIPS, TRICKS, AND THINGS TO CONSIDER

‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five THANKS! ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five EVAN VOLGAS ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five ‣