A Guide to Creating a Customer Behaviour Chart Using Google Data Studio

2018/04/16 08:00

How to use Google Data Studio to create a visual representation of customer behaviour on your website.

The advancement of digital technology means that data now plays a far more important role in B2B marketing than ever before. Easy access to data and data analysis tools means B2B marketers can better support their sales teams using a more strategic approach to prospecting.

Behavioural targeting is one of the most effective ways to segment customers and prospects based on their recent online behaviour in order to approach them with an offering that’s more relevant to them.

Basing your sales strategy on facts and real-time data is the only way to increase efficiency and enhance results. Luckily, there are tools such as Google Analytics and Google Data Studio that can help you collect this data and display it in a way that everyone can understand.

What is Google Data Studio?

Launched in 2016, Google Data Studio aims to make reporting a whole lot easier for businesses of every size.

Google Data Studio uses dashboards and custom reports to help you make sense of your customer’s online behaviour using attractive visuals. The platform syncs up with Google Analytics and AdWords so that you can pull your website and advertising data into visual reports of your choosing.

There are a number of templates for you to choose from and a fairly simple toolbar will give you various different options to choose from when compiling your reports. You will need to have some knowledge of Google Analytics and AdWords in order to sync the platforms and know how to pull through the required data though.

By creating a visual representation of customer behaviour, you can gain a better understanding of the content, products and services that they’re interested in and where they are dropping off. There is great value in finding out where you are losing leads so that you can optimise your sales process as well as your marketing efforts.

Using Google Data Studio to map out customer behaviour online

If you would like to get started with Google Data Studio by mapping out the behaviour of your customers on your website in order to develop a stronger sales strategy, here is a basic guide on how to setup a bubble chart that will show you which clients are spending the most time on your website:

  1. Navigate to google.com and login. You will of course need to have a Google account in order to access the Data Studio tool.
  2. Start a new report by using a blank report or one of the many templates offered by Google Data Studio
  3. Click on Create a New Data Source and select Google Analytics
  4. Once you give Data Studio the necessary permissions to access your data you can select the website property that you would like to work with
  5. Once the property has been selected, click on Add to Report
  6. A bubble or scatter chart is the best format for representing the behaviour of your customers on your website. Select the Scatter Chart
  7. Draw out the size you want your chart to be using the cursor on your screen
  8. Now to select the right data. Under the data column on the right, select the following data:
    1. Dimension: Network Domain
    2. Metric X: Pageviews
    3. Metric Y: Sessions
    4. Bubble Size: Session Duration
    5. Sort: Pageviews
    6. Date Range: The default is Auto but you can also select a Custom Date Range
  9. Next, you will need to Add a Filter. Since you want to filter by company, you can name the filter Customers or Prospects. Other filter options should be as follows:
    1. Include
    2. Network Domain
    3. Contains
    4. .com / .co.uk / .org (Any extension that’s relevant to your country)
  10. Finally, click on the Style tab in the right-hand column and select the following options to finish off your bubble chart:
    1. Select Show Data Labels box
    2. Number of Bubbles: It might be best to keep it to 10 or 20 so that you can actually read all labels
    3. Bubble Colour: Select Network Domain
    4. Colour By: Dimension Values

There are countless ways that you can use Google Data Studio to help you create effective visual reports that can assist your sales team but it can take some time to get to grips with how this tool works and the best way to use it for your organisation in particular.

Introducing KOBIT

KOBIT, an automated Google Analytics reporting tool, helps you save time, money and effort so that you can focus on what matters most – conversions.

KOBIT uses your Google Analytics data and breaks it down into easily comprehendible graphs. These easy-to-understand graphs will help your team understand what is driving your website’s performance, who your potential prospects are and where prospects might be dropping off, helping you optimise your sales and marketing processes.

If you would prefer to save time or simply don’t have enough knowledge on Google’s reporting products, KOBIT can help make the reporting and data analysis process a whole lot easier.

Get Started Here.