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Michael de Beer
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Analytics & tracking

Data visualization

Looker Studio (formerly Google Data Studio), Tableau and Power BI dashboards that turn raw marketing data into reports people actually use.

Looker Studio

I have used Google’s Data Studio (now Looker Studio) since 2016, when I was invited to test the new visualization tool. It was very buggy at first. It has since become a very powerful platform.

  • I believe in telling stories with data. A report has much more impact when the visualization is engaging: the data is easier to understand and remember, and, most importantly, it gets used to improve current campaigns.
  • I believe in giving teams real-time data on campaign performance and visitor metrics. My reports show geography, age, gender, top-performing keywords and more, so the client or agency can find the highest-quality traffic and spend ad budget where it works.
  • Unite your data in one place. I transform raw data into the metrics and dimensions needed for easy-to-understand reports and dashboards, and connect outside data sources through APIs or spreadsheets.

Looker Studio dashboard combining website traffic, engagement and conversions

How reporting works

  • Reports usually go to stakeholders weekly, every two weeks or per campaign. The cadence is different for each client and department.
  • Some executive dashboards, focused on site KPIs (engagement, conversions, goals and paid media), are sent daily.
  • Most clients need at least three core reports: website traffic, engagement and conversions. On top of those come social media dashboards that blend platform data with website data (did they come to the site and do what you wanted?) and paid media dashboards that blend ad platform and website data.
  • More complex reports include campaign, e-commerce and SEO dashboards.

Paid media dashboard blending ad platform and website data

Dashboards I have built

  • Advanced analytics overview
  • Advanced SEO
  • Advanced digital marketing
  • Advanced B2B marketing
  • Advanced e-commerce funnel
  • Bing and Google Search Console
  • Facebook Ads
  • Google Ad Manager
  • CRM email campaign reporting
  • YouTube channel performance

E-commerce funnel dashboard

Data sources I have connected

Facebook, X (Twitter), LinkedIn and YouTube (insights and referrals), Instagram, Pinterest, Reddit, Optimizely, Salesforce, HubSpot, Mailchimp, Search Console, Bing Webmaster Tools, SEMrush and BrightEdge.

I also build dashboards in Tableau, Power BI and R Studio. See how these were used at Disney on the experience page.