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Continuing from the seventh article in this series, we are going to explore ways to present data. Over the past few years, Marketing and SEO field has become more data-driven than in the past thanks to tools like Google Webmaster Tools and Google Analytics, Majestic SEO, SEMRush, and few others. So, presenting data is something every SEO & Marketing guy should know. This article covers how to present data.

C來自ontinuing 在本系列的十七條 ，我們要探索的方式來呈現(xiàn)數(shù)據(jù)。 在過去的幾年中，得益于Google網(wǎng)站站長(zhǎng)工具和Google Analytics(分析)，Majestic SEO，SEMRush等工具，“營(yíng)銷”和“ SEO”領(lǐng)域已變得比過去更受數(shù)據(jù)驅(qū)動(dòng)。 因此，呈現(xiàn)數(shù)據(jù)是每個(gè)SEO和營(yíng)銷人員都應(yīng)該知道的。 本文介紹如何呈現(xiàn)數(shù)據(jù)。

呈現(xiàn)數(shù)據(jù) (PRESENTING DATA)

適用于營(yíng)銷人員的Excel和表格-創(chuàng)建有意義的報(bào)告，為您的客戶提供強(qiáng)大的見解 (Excel and Sheets for marketers — create meaningful reports that provides strong insights to your customers)

Clients have become wiser and they want reliable SEO advice with a strong verifiable foundation. Many SEO guys are now finding themselves faced with the task of doing fairly complex data analysis to improve their search strategies, and Excel adequacy is not quite enough. In this article, we will be including real-world SEO tasks, ranging from the relatively simple to rather complex. So, if Sorting and filtering data, SUM functions, Count Commands, Pivot tables, Vlookup tables, Index Match & Conditional Formatting make you scratch your head, then read on.

客戶變得更加明智，他們希望在可驗(yàn)證的基礎(chǔ)上獲得可靠的SEO建議。 現(xiàn)在，許多SEO專家正面臨著進(jìn)行相當(dāng)復(fù)雜的數(shù)據(jù)分析以改善其搜索策略的任務(wù)，而Excel的充分性還不夠。 在本文中，我們將包括從相對(duì)簡(jiǎn)單到相當(dāng)復(fù)雜的實(shí)際SEO任務(wù)。 因此，如果對(duì)數(shù)據(jù)進(jìn)行排序和篩選，SUM函數(shù)，計(jì)數(shù)命令，數(shù)據(jù)透視表，Vlookup表，索引匹配和條件格式設(shè)置使您抓狂，然后繼續(xù)閱讀。

NOTE: Majority of the online digital analytics courses starts and ends at Google Analytics. Very few teaches how to probe & present data meaningfully using Google Sheets/Excel, Google Data Studio & Big Query.

注意：大多數(shù)在線數(shù)字分析課程都是在Google Analytics(分析)開始和結(jié)束的。 很少有人教如何使用Google Sheets / Excel，Google Data Studio和Big Query有意義地探查和呈現(xiàn)數(shù)據(jù)。

CXL’s Excel and Sheets for marketers by Fred Pike is one such course. This Institute aims at building advanced level data-driven marketing skills.

弗雷德·派克 ( Fred Pike) 為營(yíng)銷人員設(shè)計(jì)的CXL Excel和表格 就是其中一門課程。 該研究所旨在培養(yǎng)高級(jí)的數(shù)據(jù)驅(qū)動(dòng)型營(yíng)銷技能。

In this article, we are going to cover the following topics. A single article cannot cover them comprehensively. But if mastered properly, these tricks will make life easier for any SEO and Marketing guy.

在本文中，我們將介紹以下主題。 一篇文章無法全面介紹它們。 但是，如果掌握得當(dāng)，這些技巧將使任何SEO和市場(chǎng)營(yíng)銷人員的工作更加輕松。

排序和過濾數(shù)據(jù)： (Sort and Filter data:)

At some point in your life, as an analyst or digital marketer, you’re going to download data and sort it intelligently.

在您生活中的某個(gè)時(shí)刻，作為分析師或數(shù)字營(yíng)銷人員，您將下載數(shù)據(jù)并進(jìn)行智能排序。

Sorting is a common spreadsheet task that allows you to easily reorder your data. The most common type of sorting is alphabetical ordering, which you can do in ascending or descending order.

排序是一項(xiàng)常見的電子表格任務(wù)，可讓您輕松地對(duì)數(shù)據(jù)進(jìn)行重新排序。 最常見的排序類型是字母排序，您可以按升序或降序進(jìn)行排序。

Sorting Data Alphabetically按字母順序?qū)?shù)據(jù)排序

Filtering limits the visibility of a table’s content to only those entries that match the criteria specified in the filter. To perform a filtering operation on a range of cells, select any cell in that range and click on the Filter button. You will find it in the specific header row top right. Once clicked, it will show you various options to sort data like shown in the example. Here we have sorted a lot of data that is limited to Bags and Accessories only.

過濾將表內(nèi)容的可見性限制為僅與過濾器中指定的條件匹配的那些條目。 要對(duì)一系列單元格執(zhí)行過濾操作，請(qǐng)選擇該范圍內(nèi)的任何單元格，然后單擊“過濾器”按鈕。 您會(huì)在右上方的特定標(biāo)題行中找到它。 單擊后，它將顯示如示例中所示的各種數(shù)據(jù)排序選項(xiàng)。 在這里，我們對(duì)很多數(shù)據(jù)進(jìn)行了排序，這些數(shù)據(jù)僅限于箱包和配件。

Filtering data to shows Accessories and Bags only篩選數(shù)據(jù)以僅顯示配件和包

SUM功能-它包含三個(gè)重要功能： (SUM Functions- It contains three vital functions:)

SUM (sums everything)

總和(總和)

The SUM function adds values. You can add individual values, cell references or ranges or a mix of all three. It is also called the Auto Sum function.

SUM函數(shù)可添加值。 您可以添加單個(gè)值，單元格引用或范圍，也可以添加所有三個(gè)值的組合。 也稱為自動(dòng)求和功能。

For example:

例如：

• =SUM(A2:A10) Adds the values in cells A2:10.

  = SUM(A2：A10)將單元格A2：10中的值相加。

• =SUM(A2:A10, C2:C10) Adds the values in cells A2:10, as well as cells C2:C10.

  = SUM(A2：A10，C2：C10)將單元格A2：10和單元格C2：C10中的值相加。

2. SUMIF (sums based on one condition)

2. SUMIF(基于一種條件的總和)

You use the SUMIF function to sum the values in a range that meet criteria that you specify. For example, suppose that in a column that contains numbers, you want to sum only the values that are larger than 5. You can use the following formula: =SUMIF(B2:B25,”>5")

您可以使用SUMIF函數(shù)對(duì)滿足指定條件的范圍內(nèi)的值求和。 例如，假設(shè)在一個(gè)包含數(shù)字的列中，您只希望對(duì)大于5的值求和。可以使用以下公式： = SUMIF(B2：B25，“> 5”)

SUM, SUMIF & SUMIFSSUM，SUMIF和SUMIFS

3. SUMIFS (sums based on multiple conditions)

3. SUMIFS(基于多個(gè)條件的總和)

The SUMIFS function adds all of its arguments that meet multiple criteria. For example, you may use SUMIFS to sum the number of retailers in the country who (1) reside in a single zip code and (2) whose profits exceed a specific dollar value.

SUMIFS函數(shù)添加其滿足多個(gè)條件的所有參數(shù)。 例如，您可以使用SUMIFS來匯總該國(guó)家/地區(qū)的零售商數(shù)量，這些零售商(1)居住在單個(gè)郵政編碼中，(2)利潤(rùn)超過特定的美元價(jià)值。

• SUMIFS(sum_range, criteria_range1, criteria1, [criteria_range2, criteria2], …)

  SUMIFS(sum_range，criteria_range1，criteria1，[criteria_range2，criteria2]，...)

計(jì)數(shù)命令 (Count Commands)

Count (counts the number of numeric items)

計(jì)數(shù)(計(jì)算數(shù)字項(xiàng)的數(shù)量)

The COUNT function counts the number of cells that contain numbers and counts numbers within the list of arguments. Use the COUNT function to get the number of entries in a number field that is in a range or array of numbers.

COUNT函數(shù)計(jì)算包含數(shù)字的單元格的數(shù)量，并計(jì)算參數(shù)列表中的數(shù)字。 使用COUNT函數(shù)可獲取數(shù)字范圍或數(shù)字?jǐn)?shù)組中的條目數(shù)。

2. Counta (counts the number of text items)

2. Counta(計(jì)算文本項(xiàng)的數(shù)量)

The COUNTA function also counts cells containing any type of information, including error values and empty text (“”). For example, if the range contains a formula that returns an empty string, the COUNTA function counts that value.

COUNTA函數(shù)還計(jì)算包含任何類型的信息的單元格，包括錯(cuò)誤值和空文本(“”)。 例如，如果范圍包含返回空字符串的公式，則COUNTA函數(shù)將對(duì)該值進(jìn)行計(jì)數(shù)。

COUNT CommandsCOUNT個(gè)命令

3. CountIF (counts based on one condition)

3. CountIF(基于一種條件的計(jì)數(shù))

Use COUNTIF to count the number of cells that meet a criterion; for example, to count the number of times a particular city appears in a customer list.

使用COUNTIF計(jì)數(shù)符合條件的單元格數(shù)量； 例如，計(jì)算特定城市出現(xiàn)在客戶列表中的次數(shù)。

In its simplest form, COUNTIF says:

COUNTIF最簡(jiǎn)單的形式是：

• =COUNTIF(Where do you want to look?, What do you want to look for?)
  = COUNTIF(您想去哪里？，您想尋找什么？)

4. CountIFS (counts based on multiple conditions)

4. CountIFS(基于多個(gè)條件的計(jì)數(shù))

The COUNTIFS function applies criteria to cells across multiple ranges and counts the number of times all criteria are met.

COUNTIFS函數(shù)將標(biāo)準(zhǔn)應(yīng)用于多個(gè)范圍的單元格，并計(jì)算滿足所有條件的次數(shù)。

數(shù)據(jù)透視表 (Pivot Tables)

Once you’ve got all of your data calculated and properly formatted then now it’s time to analyze it all and build an action plan. Surely, this can be done without the use of pivot tables and charts, but this powerful feature can make it a much easier process.

計(jì)算完所有數(shù)據(jù)并正確格式化后，現(xiàn)在該對(duì)所有數(shù)據(jù)進(jìn)行分析并制定行動(dòng)計(jì)劃了。 當(dāng)然，無需使用數(shù)據(jù)透視表和圖表即可完成此操作，但是此強(qiáng)大的功能可以使其變得更加輕松。

The Pivot tables are Excel’s one of the most powerful tool. It helps you drill down deep into numerical data and see unanticipated scenarios. This will help you make better-informed decisions. It helps you summarize and analyze data, see comparisons, patterns and trends both in tabular form as well as in Pivot Chart reports.

數(shù)據(jù)透視表是Excel最強(qiáng)大的工具之一。 它可以幫助您深入研究數(shù)字?jǐn)?shù)據(jù)并查看意外情況。 這將幫助您做出更明智的決策。 它可以幫助您匯總和分析數(shù)據(jù)，以表格形式以及在“數(shù)據(jù)透視圖”報(bào)告中查看比較，模式和趨勢(shì)。

To create a pivot table you need to have your data source ready first. This could be in the form of an Excel table, a range of cells that contains the data you require, or an external data source like an Access database.

要?jiǎng)?chuàng)建數(shù)據(jù)透視表，您需要首先準(zhǔn)備好數(shù)據(jù)源。 這可以采用Excel表，包含所需數(shù)據(jù)的單元格范圍或外部數(shù)據(jù)源(如Access數(shù)據(jù)庫)的形式。

To create a pivot table using Sheets, click anywhere inside your source data, select Data from the menu and then pivot table. It is always better to create a pivot table instead of a pivot chart. This will give a better idea of how your data looks and you can fine-tune your data view before making the charts. The chart option is useful when you are ready with your data and you are certain about how your Pivot Table should be.

要使用表格創(chuàng)建數(shù)據(jù)透視表，請(qǐng)?jiān)谠磾?shù)據(jù)內(nèi)的任意位置單擊，從菜單中選擇數(shù)據(jù)，然后再選擇數(shù)據(jù)透視表。 創(chuàng)建數(shù)據(jù)透視表而不是數(shù)據(jù)透視表總是更好。 這樣可以更好地了解數(shù)據(jù)的外觀，并且可以在制作圖表之前微調(diào)數(shù)據(jù)視圖。 當(dāng)您準(zhǔn)備好數(shù)據(jù)并確定數(shù)據(jù)透視表應(yīng)如何時(shí)，圖表選項(xiàng)很有用。

Pivot Tables — Present your data in a new way數(shù)據(jù)透視表-以新方式顯示數(shù)據(jù)

Vlookup (Vlookup)

The purpose of Vlookup is to help you find a single piece of information in a table based on a single criterion.

Vlookup的目的是幫助您基于單個(gè)條件在表中查找單個(gè)信息。

Microsoft Excel Definition: Looks for a value in the leftmost column of a table, and then returns a value in the same row from a column you specify. By default, the table must be sorted in an ascending order.

Microsoft Excel定義：在表的最左列中查找一個(gè)值，然后從您指定的列的同一行中返回一個(gè)值。 默認(rèn)情況下，表必須按升序排序。

Let us say you have downloaded a client list from your CRM and it contains data in the form of Client IDs, addresses, phone numbers, and open balance amount. If you need to pull data from the original client list into another sheet, VLOOKUP can help you build this system dynamically by pulling information.

假設(shè)您已經(jīng)從CRM中下載了一個(gè)客戶列表，其中包含客戶ID，地址，電話號(hào)碼和未結(jié)余額金額形式的數(shù)據(jù)。 如果您需要將數(shù)據(jù)從原始客戶端列表中拉到另一個(gè)工作表中，VLOOKUP可以通過拉信息來幫助您動(dòng)態(tài)構(gòu)建該系統(tǒng)。

Another example, Use VLOOKUP when you need to find things in a table or a range by row. For example, look up the price of an automotive part by the part number, or find an employee name based on their employee ID.

另一個(gè)示例是，當(dāng)您需要在表或行范圍中查找內(nèi)容時(shí)，請(qǐng)使用VLOOKUP。 例如，通過零件編號(hào)查找汽車零件的價(jià)格，或根據(jù)員工的ID查找員工的姓名。

MicrosoftMicrosoft

索引匹配 (INDEX MATCH)

INDEX MATCH is a set of functions nested together that essentially performs the same task that VLOOKUP does, except it does it a little differently (and more efficiently).

INDEX MATCH是一組嵌套在一起的函數(shù)，它們基本上執(zhí)行與VLOOKUP相同的任務(wù)，只是它的執(zhí)行方式略有不同(且效率更高)。

This formula is popular among the most elite Excel users because it offers some advantages over the VLOOKUP. This formula is a combination of the INDEX and MATCH functions.

該公式在大多數(shù)Excel精英用戶中都很流行，因?yàn)樗萔LOOKUP具有一些優(yōu)勢(shì)。 此公式是INDEX和MATCH函數(shù)的組合。

This example below employs the INDEX and MATCH functions together to return the earliest invoice number and its corresponding date for each of five cities. Because the date is returned as a number, we use the TEXT function to format it as a date.

下面的示例使用INDEX和MATCH函數(shù)一起返回五個(gè)城市中每個(gè)城市的最早發(fā)票編號(hào)及其對(duì)應(yīng)的日期。 因?yàn)槿掌谝詳?shù)字形式返回，所以我們使用TEXT函數(shù)將其格式化為日期。

Index Match Example索引匹配示例

條件格式 (Conditional formatting)

Conditional formatting is one of the areas of excel that can be especially useful when building reports for upper management or your clients by allowing you the ability to make formatting changes automatically to any cell depending different conditions.

條件格式設(shè)置是excel的擅長(zhǎng)領(lǐng)域之一，因?yàn)樗鼓軌蚋鶕?jù)不同的條件自動(dòng)對(duì)任何單元格進(jìn)行格式更改，從而在為高層管理人員或客戶構(gòu)建報(bào)告時(shí)特別有用。

Being able to present data in clean, easy to understand manner is part of creating effective reports but it’s so often overlooked. Conditional formatting not only makes things easier on you to highlight important data points, but it does it in a way that can be automated and scales with your data.

能夠以簡(jiǎn)潔，易于理解的方式呈現(xiàn)數(shù)據(jù)是創(chuàng)建有效報(bào)告的一部分，但它經(jīng)常被忽略。 條件格式不僅使您可以輕松地突出顯示重要的數(shù)據(jù)點(diǎn)，而且可以自動(dòng)實(shí)現(xiàn)并隨數(shù)據(jù)縮放的方式。

Create beautiful heat maps by using conditional formatting通過使用條件格式創(chuàng)建漂亮的熱圖

Use conditional formatting to help you visually explore and analyze data, detect critical issues, and identify patterns and trends.

使用條件格式設(shè)置可以幫助您直觀地瀏覽和分析數(shù)據(jù)，檢測(cè)關(guān)鍵問題以及確定模式和趨勢(shì)。

Conditional formatting makes it easy to highlight interesting cells or ranges of cells, emphasize unusual values, and visualize data by using data bars, color scales, and icon sets that correspond to specific variations in the data.

使用條件格式設(shè)置，可以輕松突出顯示感興趣的單元格或單元格范圍，強(qiáng)調(diào)不尋常的值以及通過使用與數(shù)據(jù)的特定變體相對(duì)應(yīng)的數(shù)據(jù)欄，色標(biāo)和圖標(biāo)集來可視化數(shù)據(jù)。

迷你圖 (Sparklines)

Sparklines are pretty easy to add and they add a little bit of pizzazz and colour to the spreadsheet. They’re a nice little tool to have in your tool belt.

迷你圖非常容易添加，并且會(huì)在電子表格中添加一點(diǎn)點(diǎn)陰影和顏色。 它們是您工具帶中不錯(cuò)的小工具。

A sparkline is a tiny chart in a worksheet cell that provides a visual representation of data. Use sparklines to show trends in a series of values, such as seasonal increases or decreases, economic cycles, or to highlight maximum and minimum values. Position a sparkline near its data for greatest impact.

迷你圖是工作表單元格中的一個(gè)很小的圖表，可提供數(shù)據(jù)的可視化表示。 使用迷你圖顯示一系列值的趨勢(shì)，例如季節(jié)性增加或減少，經(jīng)濟(jì)周期，或突出顯示最大值和最小值。 將迷你圖放置在其數(shù)據(jù)附近以產(chǎn)生最大影響。

Adding a Sparkline in Excel在Excel中添加迷你圖

The way we do that in Excel is through the insert command. You see, there’s a Sparkline section here, and you have different options for what type of graph to insert. There are three different types of sparklines: Line, Column, and Win/Loss. Line and Column work the same as line and column charts. Win/Loss is similar to Column, except it only shows whether each value is positive or negative instead of how high or low the values are.

我們?cè)贓xcel中執(zhí)行此操作的方法是通過insert命令。 您會(huì)看到，這里有一個(gè)迷你圖部分，對(duì)于要插入的圖形類型，您有不同的選擇。 迷你圖有三種不同類型：線條， 列和贏/虧。 的行和列的工作相同的行和列圖表。 贏/虧與Column相似，不同之處在于它僅顯示每個(gè)值是正數(shù)還是負(fù)數(shù)，而不顯示值的高低。

This is how Sparklines show in your Excel Sheet這就是迷你圖在Excel工作表中的顯示方式

Now you already know, creating sparklines in Excel is easy and straight forward. Sparklines can only be used in Excel 2010 and later; in Excel 2007 and earlier, they are not shown.

現(xiàn)在您已經(jīng)知道，在Excel中創(chuàng)建迷你圖很簡(jiǎn)單。 迷你圖只能在Excel 2010和更高版本中使用； 在Excel 2007及更早版本中，它們不會(huì)顯示。

In the next article, we will Learn to create impressive, insightful & time-saving reports with Google Data Studio

在下一篇文章中，我們將學(xué)習(xí)如何使用 Google Data Studio 創(chuàng)建令人印象深刻，見解深刻且節(jié)省時(shí)間的報(bào)告

CXL Institute is the only skill-building platform for marketers that uses the world’s top 1% practitioners as instructors. I have gone through a lot of video course before but I have never enjoyed my learning journey like I have with this course. The depth that is provided by this course and how it can shape up your career from your current position to a Digital Analytics Guy is amazing.

CXL研究所 是針對(duì)營(yíng)銷人員的唯一技能培養(yǎng)平臺(tái)，該平臺(tái)使用了全球排名前1％的從業(yè)人員作為指導(dǎo)。 我之前已經(jīng)學(xué)過很多視頻課程，但是從未像過這門課程那樣享受學(xué)習(xí)的樂趣。 這門課程提供的深度知識(shí)以及它如何從您目前的職位發(fā)展到Digital Analytics Guy，可以塑造您的職業(yè)生涯。

翻譯自: https://medium.com/@jawaharkaushal/how-to-upscale-boost-your-career-by-mastering-digital-analytics-part-8-17b8ebf9cb4f

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