• http://blog.paulnshapiro.com/ Paul Shapiro

    Ugh. Special characters and rich text makes me cringe. _¡„„â_µ„Û_ü FTW.

  • Michelle Pagliarulo

    Very interesting & helpful information!!

  • David

    Benjamin,

    Your post is very good – in particular the granular reporting approach and the dashboards are IMO right on target.

    But I do have a problem with GWT data – I do not agree that “some data is better than no data” – because no data is better than bad data.

    I’ve tried very hard – and people smarter than I like Ian Lurie at Portent have tried (and he’s blogged about it publicly – disclaimer, I work for Ian) to make the GWT data “make sense” or even be consistently inconsistent – no dice.

    So while your overall approach & execution is fantastic, I’m not confident at all that the data feeding these specific reports is any good because GWT samples, averages (etc.) the data.

    GIGO, no? (garbage in, garbage out).

    Love to hear your thoughts on this – please know I’m not arguing, just sayin’.

    David

  • socialjulio

    Good post. Would love to see a follow up with the companies that have tools/services to create the dashboards you mentioned.

  • http://blog.clayburngriffin.com/ Clayburn Griffin

    I thought it was German.

  • http://blog.clayburngriffin.com/ Clayburn Griffin

    Can this be automated?

  • http://www.imarketsolutions.com/ Matt Dimock

    What are you using to create your dashboards? Excel, or an online website dashboard provider?

  • http://www.benspiegel.com/ Benjamin Spiegel

    Hello David,

    I fully agree, if you look at my last article @Marketingland, you can see that I am a big opponent of “Voodoo math” and averages: http://marketingland.com/the-future-of-seo-reporting-a-call-to-the-seo-industry-62274

    However, our brands are constantly asking us to tell them how the consumer is behaving, what their reach is and how they can improve/what they should focus. Personally I think dashboards like this are good way to tell how one category is performing vs. another… I would never try to join it with real numbers, but it is a great directional and comparative indicator.

    And I am also just sayin.. ;)

  • http://www.benspiegel.com/ Benjamin Spiegel

    Yes, you would create a data-sheet that can be easily replaced every time the data is being updated.

  • http://www.benspiegel.com/ Benjamin Spiegel

    Nein, das war kein Deutsch!

  • http://blog.clayburngriffin.com/ Clayburn Griffin

    I bet it’s Spotfire.

  • David

    How do your clients take these reports? – that is, I’m wondering… do they tend to “read into” the data more than is really there despite providing context, caveats, and clarity around the data source?

  • http://www.bilalsarwari.com/ Bilal Sarwari

    It will be superb if you share some ready to use templates and user have to put their figures from WMT only.

  • http://blog.paulnshapiro.com/ Paul Shapiro

    This is TIBCO Spotfire

  • http://www.benspiegel.com/ Benjamin Spiegel

    Most of our brands are looking for us to analyze all the information that is out there and tell them a “story”, inform them on how visible they are against their audience and where the gaps are. A lot of our brands are in CPG, they look at this info and compare it to the traditional shelf positioning in brick and mortar – “How visible am I versus my competitors?”

    It can also inform the content team, because it tells them: If my consumers are looking for “A”, does my messaging “Title & Description” is appealing to them. Do they engage with my content (CTR)?

    It also is a great source of data to surface insights/alerts to the content team. If you have an avg. position of 1 for a specific term, and your CTR is much lower then it should be for a position 1, something is wrong with the content, maybe another listing is answering the customer’s questions better than yours or a/your paid ad might be cannibalizing the traffic.

    I think it contains a lot of directional insights, not number by number but theme visibility against each other. And lets be honest, most brands do not care about keyword by keyword ranking, they look at their information by WHO or product / service line.

    AND FY I – I have not chosen this as my #1 source of data, Google made that choice for us ;)

  • http://www.benspiegel.com/ Benjamin Spiegel

    Yes, we used Tibco

    Spotfire. However, people should NOT get hung up on the software. Its simply charts… and not even pretty ones ;)
    Almost any application can do this. If you are new to data visualizations, I would recommend Excel.

  • http://www.imarketsolutions.com/ Matt Dimock

    @benjaminspiegel:disqus: I actually am a big fan of Excel. In fact, I had created a report (I dubbed it the Google Webmaster Tools Visibility Report), where I exported the raw data from Google and used line charts and pie graphs to report my progress on things such as brand vs. non-branded clicks and impressions, # of keywords ranking, etc …). Besides having to manually input the data, the reports looked fantastic! By the way – do you know if any of this data can be pulled with an API? I know Google offers an API for GWT, but last I checked it was very limited …

  • http://www.benspiegel.com/ Benjamin Spiegel

    Hello,

    I know its a bit late, but i wanted to answer this anyway. Yes, Google does have an API for Webmaster Tools Data:
    https://developers.google.com/webmaster-tools/

    We have started to use it for all our query and content data and have no complaints (so far). You can get more detailed info from this page:

    https://developers.google.com/webmaster-tools/docs/2.0/reference