Visualizing Data From Google Analytics
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In this article series, I wrote so far about Marketing Data Science ”Use Cases” and ”Customer Data Platforms”, and I described typical applications of Data Science ”Lead Prediction”, “Churn Prediction” and ”Segmentation”. In this article, I show how to visualize Data from Google Analytics with Tableau.
Tableau Software is a business intelligence software firm based in the United States. It was founded in Mountain View, California, in 2003 and is now located in Seattle, Washington. Robert LaJeunesse and Stephen M. Smith, two computer science professors at Stanford University, started the firm in 1999 as a commercial outlet for their research. They specialized in visualization strategies for exploring and analyzing relational databases and data cubes. In 2019, the business was purchased by Salesforce for $15.7 billion.
In this article, we will look at how Tableau can be used to create data visualizations and dashboards using data from online marketing reports as an example.
We use data from Google Analytics to show some possibilities for visualizations in Tableau. Google Analytics is a public service offered by Google that generates detailed statistics about website visits. It also provides information about the geographical location of visitors, their sources, their language, and what browsers they are using. Data generated by this service is collected following the standard principles of Internet research without compromising the privacy of individual users. Data that can be collected include page impressions, time on site, new versus returning visitors, where on the website the visitor spends most of his or her time on, and many other parameters.
First, we have to connect to the data we want to visualize.
The data can be imported into Tableau by using Data Connectors. Data Connectors are easy to use and you can import many different types of data into Tableau. You may import data from a variety of file types, including Excel files and SQL databases.
We’re starting with an Excel file export that has three months of web …….
Source: https://medium.datadriveninvestor.com/marketing-data-science-working-with-tableau-a98d8adb5139