How Supermetrics Will Clean Up and Speed Up Your Data Analytics Work

Present Beyond Measure Ep. 060

Supermetrics is Here to Help You KonMari your Analytics Work

 

 

This episode is featuring an analytics tool for the very first time! #wayoverdue

Anna Shutko is the Product Marketing Manager at Supermetrics, a technology tool that picks up all the marketing data you need and brings it to your favorite reporting, analytics, or storage platform using “connectors”.

Anna helped launch the company’s top products, such as Supermetrics for Google Data Studio, Supermetrics for Excel and Supermetrics for BigQuery.

She is also the mastermind behind Supermetrics template gallery, a place where marketers can get free plug-and-play templates for their reporting configurations.

And, she is the host of the new Marketing Analytics Show, a podcast helping marketers get better at marketing analytics, where she shares all the how-tos & actionable advice from top marketers (psst, including yours truly!)

In this episode, Anna showcases the many advantages of using Supermetrics to enhance productivity speed up data hygiene so you have more time to analyze and present your insights!

So if you’re ready to get back to the fun part of analytics, click here for your free 14-day trial of Supermetrics!

In This Episode, You’ll Learn…

  • What sets Supermetrics apart from other online data source connectors
  • The advantage Supermetrics offers over connecting directly to data platforms like Google Analytics or Adobe through Google Data Studio or Tableau
  • How Supermetrics helps you make your reporting more reliable and why that’s crucial for presenting data successfully
  • What you can learn from their incredible client success stories
  • All about who their new Marketing Analytics Show podcast is for
  • The surprising advice she would give her past self before her first presentation

People, Blogs, and Resources Mentioned

How to Keep Up with Anna and Supermetrics:

Where I’m Speaking Next:

 

Thanks for Listening!

Thanks so much for joining me. Have some feedback you’d like to share, or a question for Marilee? Leave a note in the comments below, and we’ll get back to you!

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If you liked what you heard, I would love if you could leave me a rating or review in iTunes. Ratings & reviews are extremely appreciated and very important in the rankings algorithm. The more ratings, the better chance of fellow practitioners getting to hear this helpful information!

And finally, don’t forget to subscribe to the show on iTunes to get automatic updates and never miss a show.

Always remember: viz responsibly, my friends.

Namaste,

Lea Signature

EPISODE TRANSCRIPT
Lea
Happy November, Lea Pica here. Today’s guest is helping data practitioner save tons of time on politicizing stuff, so they have more time for the present and dating stuff. Stay tuned to find out who’s watching the clock on the present beyond measure show, Episode 60.

Lea
Hey, everyone, welcome to this 60th episode of the present beyond measure show, the only podcasts at the intersection of presentation data visualization, storytelling and analytics. This is the place to be if you’re ready to make maximum impact and create credibility through your thoughtfully presented insights. And today you are here either because you are ready to get the recognition you deserve with your data presentations. Or because you’re just exhausted from reading and sharing Twitter means around four seasons total landscaping, that really happened. Well, it’s been quite a few weeks a nothing major happened just one of the most landmark elections of our time. And you know, data played a huge role in this national event. And I definitely worked my finger down to the nub pressing refresh on the New York Times electoral vote map, which was really cool. And I want to say that no matter who you voted for, it is my deepest wish that we are going to do our best to move forward together. I have a little thing about that later. I’m still hopping around the virtual speaking circuit. So there’s still time to register for my virtual keynote. At the observe point validate online summit today at 2pm. Eastern, I’ll be delivering my signature three pillars of presentation enlightenment to prevent presentation zombification keynote, so you can register for free and catch me live at Leah pika.com slash validate.

Lea
Pre roll promo quiz. As usual, I’m excited for today’s guest. But in particular, it’s the first time that I’m featuring an analytics tool that is designed to help you do another part of your analytics work faster, not necessarily the presentation side or the visualization side. But the analytic sizing side. So I’m really excited to introduce my guest today. Let’s get to it.

Lea
All right, everyone. Today’s guest is a product marketing manager responsible for connector marketing at supermetrics, a technology tool that picks up all the marketing data you need and brings it into your favorite reporting analytics or storage platform. She joined supermetrics as employee number seven. And in addition to connector, she launched and promoted the company’s top products such as supermetrics for Google Data Studio, for Excel, and for BigQuery. She’s also the mastermind behind the supermetrics template gallery, a place where marketers can get free plug and play templates for their reporting systems. And she is also host of the brand new marketing analytics show a podcast helping marketers get better at analytics, where she shares all the how tos and actionable advice from top marketers including me one of her first guests. Please help me welcome the latest guest in my superstar women in analytics spotlight. Anna szybko. Welcome Anna. So we actually met through our mutual friend Bronco crawl of bee King digital and excellent SEO and analytics consultancy highly recommend looking him up. And I would love to start with your origin story. Everyone loves to hear how great practitioners fell into this wacky wonderful world of data analytics and digital marketing.

Anna
Yeah, great question and I didn’t even know where to start but lmms Um, so I fell in love with tech marketing in general. Not necessarily with a wonderful and wacky world of analytics begin with and I worked in an ICT company before I joined supermetrics and then there are realized that are really really low explaining complex technological solutions on I work on actually worked on a couple of other ones. Companies are, and we’re the one accelerator before and after that, and I realized that I really love the sort of environment. So I was also looking for something with a more relaxed, you know, dynamic startup atmosphere. And supermetrics was a natural next up because it basically combined both. So on one hand, I had the ITX board, and I could become a better tech marketer. And on the other hand, I also have this dynamic startup environment because I joined as an employee number seven, when I joined, we only had supermetrics for Google Sheets. And for those of you who do not know what supermetrics isn’t what it actually does, we provide marketing analytics tools for marketers, so and I always like this joke. I always say that I’m marketing squared, because I’m a marketer, and I’m working for marketers, marketing product, I like that. Yes. And so supermetrics for Google Sheets with the first product when I joined, what we do as we help marketers transfer data from platforms like Facebook ads, Google ads, Google, analytics, HubSpot, Salesforce, or is he a Google Sheets, Google Data Studio, XL BigQuery. And in these native destinations, as we call them, warriors can build more new reports and analyze the data. So basically, we’re removing this manual element of copy, paste, okay, we help marketers focus on what matters. So they can’t set up a data transfer to have data in BigQuery are random from boychoir, they can pull it to, for example, a BI tool and crunch the data there. Or they can pull the data directly to the spreadsheet, and then focus on analyzing the numbers. Or they can, again, pull the data to Google Data Studio and analyze trends there. So a very, very handy tool, which makes boring things automated. And I fell in love with this idea, I fell in love with this tool on, like I said, back then we only had two parameters for Google Sheets, which transfer data to Google sheets on but the moment I saw it on, and that was another funny thing, because the web site at that time wasn’t as great as it is now. And it had these little red stars all over the place, which looked funny. So the design was completely off. But the idea was there. And when I saw that, even like through that horrible design, I understood that it’s a fantastic product that’s going to change the industry that this is something that marketers need that this is something that makes their life easier and more enjoyable. Because once you don’t have to think about Okay, how do I get there for me to be your consumer thinking, Okay, how can I use it? What can I do with these insights? Who else can I share the report with Who else can get access to these data, and these whole democratization and leader freedom is something that we fully support. And that’s something I’m very excited about. And as a product marketing manager, for connectors, I get to work with every single integration, and we have fantastic team. Of course, every single release is a joint effort. So I’m really, really happy to be here.

Lea
That’s amazing. I love hearing how people sort of find themselves in this. And you know, a lot of the experts that I’ve had on the show really centralize around the actual practitioner thing of it and the speaking of it, but I very rarely have an actual service provider or toolset on the show. And what I’m trying to do is broaden that a bit so that practitioners know what kind of tools are available to them, so that they can spend more time focusing on what matters. So that’s what I want to make really clear to the listeners today is, you know, I I’m an analyst by trade and I would just connect platforms through Tableau or Data Studio, or I would just drop things in an Excel file. What makes supermetrics such a much more powerful way to connect to that data as opposed to sort of directly ish

Anna
arm. So basically, if we take a look at the process itself, so let’s take a Google Data Studio, for example, we will see that there are actually a couple of steps in between without supermetrics. So say we take the parameters out of the equation, and we only focus on getting the data to Data Studio. So to do that, for example, you want to get data from Facebook ads, you would have to pull data to Google Sheets. Again, the question Still is how do it because you would have to either a copy, paste or download a CSV file and upload this file to Google Sheets. And then you would have to use this Google Sheet data source for your Google Data Studio dashboard. So once again, we have a spreadsheet, and you have to mark, which columns you want to use, which names should these columns have? How should the data be structured, and use it as a tiny database, like, like I said, tiny data source for your Data Studio. That’s a bit challenging, because that requires you to be very, very accurate, on no mistakes when you copy, paste, okay, it doesn’t update the data doesn’t update naturally, because you’ve just copy pasted it, it’s quite on challenging to make sure that all the data for formats are good, because Data Studio only uses specific, you know, date, month, year format. So you have to know that as well. And then you have to organize everything in a way that it’s clear to you. So once you open it, studio dashboard, there are metrics dimensions, and you know, what’s why. So you know how to combine them, you know, what you can split by what, to get meaningful results. And that’s kind of challenging, because you have to think about all these tiny little details. And sure, I mean, some people can do it, and it’s probably cheaper, but what they are losing sight off is that it takes a lot of time. And time is an irreplaceable resource. Money, but if you just spend your or your clients even worse, or clients time, that’s not ideal, in my opinion. So why not use a well built algorithm that has no mistakes, and you know, 100%, that because of machines and algorithms, you will have the data in the right format in the right form. And you will have the data you need, and fast and reliable way. So you can focus, like I mentioned on building the actual reports and Data Studio. And that’s just Data Studio, that’s a very simplified example, if we take the query, it’s more difficult to get data there. Because there are, I mean, sure, you can upload a file, but once you have, you know, hold your house, you have a much, much larger amount of data presumably. So it’s very, would be very hard to get all these transfers on make sure that they run effectively. If you do not have a solution, like supermetrics in place,

Lea
I see. Okay, so there is something happening between the raw data sets that I’m working with, and my actual dashboards in Tableau or Data Studio. And rather than what I remember to be sometimes days, or even weeks of cleaning up thousands of rows of data, adjusting columns, creating formulas that would then I would then reshape in Tableau and export out into new sheets to be put back in. You’re saying that supermetrics takes that off of the analysts plate, in a way it’s, it’s the hygiene part, that is usually manual. So right.

Anna
Now, hygiene and the actual transfers, so you will not have to move data at all. So we move data from one place to another in a very, you know, like fast, reliable, accurate way. So,

Lea
when I see that when I hear how many people, how many folks in my community talk about how trust is such an issue, that they can’t get people to trust their data when they’re trying to present it effectively. Would you say that it’s increased reliability, and maybe even speed to market is helping them present more effectively or be more persuasive?

Anna
Definitely, I think that if you have a great report, and you know, the data in this report is reliable, and clean and trustworthy, you feel much more empowered, and you feel much more confident, you know, building with this data, and then as a result, like presenting this data to your audience, and that, of course, affects you even psychologically, if you know, okay, there is an algorithm, it has made all these transfers, I have all the data in my spreadsheet. And I know for a fact that the data is reliable. Of course, it’s going to affect you, you can end just remove this hurdle from the back of your head and once like, once again, like I said, focus on what actually matters which I think we should do, because we are people and our power is you know, engaging people in a human connection. And we love inspiring and what could be you know, Better than inspiring with very accurate data?

Lea
Yes, this Okay, this is beginning to make sense now. So paint a picture for me. I’m trying to wrap my head around what it actually looks like, how is an analyst actually interacting with supermetrics when they’re working with their data?

Anna
Yeah, sure. Um, and I just wanted to mention that it’s not just an analyst who can use the tool, it can be any more accurate, because the tool is super intuitive, and it’s quite easy to use. So this way, we’re trying to make it accessible to everybody in the organization. So even if you’re not a marketer, but you would like to see how your campaigns are performing on and, for example, you’re from sales, you’re collaborating with marketing, you are free to do this once you have access to your data sources once you have supermetrics license. So supermetrics is a platform agnostic tool, which means in practice that we basically go on top of all the data destination products. So our products are called Super metrics for Google Sheets, super metrics for Data Studio for BigQuery. These are quite self explanatory, let’s say Google Sheets. So what you will get in practice is an add on. And once you’ve installed the add on, it’s a sidebar. So on your right, you will see a thin sidebar, which will show you the steps. And you first select from where you want to get data from say I want to get data from Facebook ads, and you select which timeframe I want to get data for last month, then you still lack metrics with for example, impressions clicks, I don’t know conversion rate, you split these metrics are by a dimension You have to do it is optional, you can just pull some metrics for a specific range. But you can and split them by month by day by geo, for example. And then you have special options, which kind of help you modify your data, for example, you want your data to be presented in a form of a pie chart. And you can select that you want your data to be sorted by name from ascending to descending, you can also do that you can limit the rows how many rows you want to get. So it’s a very flexible tool, which allows you to get very, very granular, very specific insights to the question. And once you’ve selected all that, you just click Get Data to shit and then you watch the magic happen. So then the data is there once the query is completed, and we call the inquiries, the process of getting this data, so every single request that you have, so I want to get my impressions from Facebook ads played by clicks, sorry, split by geo. On is one word, for example. And once you’ve run all these queries, once you have all the data in a report, then you can start playing around with it, then you can start modifying and then you can also create your own formulas. For example, if you want to go one level deeper. Oh, cool. I think that’s amazing. Because again, did use your freedom, so you’re not limited by anything. And if you want additional data, you can run more inquiries, or create a separate report, whichever you’d like. So that’s super metrics for Google Sheets, super metrics for Excel works in a bit of a similar way, a super metrics for Data Studio goes inside that it is studio UI. So you don’t even have to access the data studios UI, really, you just connect your data sources. And once you’ve connected them, you can create a Data Studio reports who just opening your report. And in the list, you will see your data sources and there is a sidebar, but there the sidebar is built in. And from there we can create from which data source you take which metrics which dimensions and then build more visual reports. Data Studio is not as big on formulas compared to spreadsheets or Excel, obviously. But it’s a great data presentation data visualization tool, there are a lot of custom visualization options where you can create your own graphs and present your data in your own way. Hmm,

Lea
interesting. So I remember when you were describing this to me, I want to make sure I understand one of the things that stood out about how you describe the tool is that you would think about the goals that you have for your analysis. And somehow that would inform the queries that you end up making. So can you give a specific example I was like, Oh, that’s interesting. My goals around the analysis. Love to hear more.

Anna
Yeah, of course. So basically, it all starts with the whole idea like which report you’re trying to create and for who this report is. So think about their audience because you kind of create it for yourself. You can be your own audience perfectly fine. We have people who are building it for their teams, just internal recording, or we have somebody who is building it for the client So that’s a bit of a different type of report. So you present different data there. So let’s talk about these two. For example, if you’re building a report for your own team, you might want to have a weekly budget pacing report, meaning how much our campaigns have spent within a given timeframe, and how much they would have to spend for us to hit the goal. And at the same time, you track the results. So how many clicks, how many impressions etc, we got, you can also add Google Analytics to this wonderful report and track how many people have converted, you can if you’re running an e commerce store, and Shopify can act the Shopify data as well and see how many people added something to cart or bought something on these are typically automated, so the team checks them on a daily or weekly basis. And on Yeah, well, like I said, they’re automated. And it’s easy for you to see the results immediately. And if something goes wrong, you can set it up so that you receive an automated alert. So we have an alerting system in Google Sheets, you can select, okay, this goes if clicks go, you know, drop, they drop below 50 or 100. alert me send me an email. And this way, you can act very, very fast. So that’s perfect. If you know, to keep you know, pat on your pulse. And check how the campaigns are performing in real time. And especially very, very handy and very cool, for example, for on Black Friday, or Cyber Monday when you really need to bid react fast. Client reporting is a bit of a different animal. There, I would recommend using Google Data Studio because their their reports are easily shareable and they’re more visual. So it’s like a small presentation. And once again, you add the data sources you think, Okay, what do I want to show my client? Usually you want to show the results? So how would you show them? which specific campaigns have you run? And how exactly have you contributed to increasing their ROI. So ROI is usually the metric you want to focus on in the US client and executive reports.

Lea
And let’s take a quick break for a special message courtesy of me. There’s never been a more important time for presenting data accurately, confidently and impactfully to your stakeholders and clients. If you’re a leader or agency owner whose team is responsible for driving database decisions, and keeping satisfied clients, and if you’ve tried other data, storytelling courses, trainings, or instructors in the past who missed the mark, I get it. With over seven years of experience training data and digital practitioners in the unique art and science of presenting data. Who knows the unique challenges of this field having been in it myself for 12 years, I’m ready to help. I offer both live virtual and online course solutions with ongoing learning support options that suit your specific organization’s needs. Visit Leah pika.com slash workshops to schedule your strategy session with me. And we’ll get started on your custom training solution today. That’s Leah pika.com. Slash workshops. That definitely paints a clearer picture. And do you have some success stories where you have certain clients that really just implemented this tool in a way that drove very measurable results? What were they able to accomplish with it?

Anna
Yeah, sure. We actually have a lot of success stories. But I have a couple of my favorite. So one of them is a British team, the British agency. So they were called sleeping giant medium. And they have been using our Google Sheets product for years, years, if I remember correctly, so long term fans, they’re on there. So Sam, there are team lead was able to shorten the amount of time it took for him to create a report from three days to only two hours. And that was massive, because imagine you come in Monday morning, you start collecting all this data, you start you know, figuring out which metrics you want to have and you have 55 clients and you have recline has five channels of wage, and then he’s preparing all these reports. And he would only get everything more or less ready by Wednesday. And the problem was that he was overdue Wednesday, so he only had Thursday and Friday to optimize the campaigns to communicate to the client.

Lea
The actual work part

Anna
Yeah. And that very clearly shows how well like I mentioned that he was able to save time, but also they were able to improve the quality of their services, because instead of sitting there and copy pasting numbers, they were able to actually talk to clients to ask them, How would you like us to proceed? Wow, how would you like these campaigns to be run? Can we suggest this one, he could think of something else, maybe more creative approaches for running their campaigns. And there was a deal very early on. Now, I think they’re also using our Data Studio product for more visual client reporting. On on the Data Studio side, we had an amazing case with Nestle, where previously, before using super metrics, they were relying on their brand managers, so basically, on external stakeholders to provide insight into their marketing campaigns, which in my opinion, is a bit crazy, even because it’s such a big, no like massive brand. And they have very important campaigns. So every company should be able to own their data, and report and make sure that it is accurate themselves. So that’s exactly what they did this, we’re using our Facebook ads connector for Google Data Studio, they’ve built reports shorting the time, but also got control over their marketing reporting, which was a very, very crucial thing for them. And one of the reason use cases is super metrics for BigQuery. Use boven move and move is an electric bike company based in Amsterdam, very hipster, and they’re so cold. They were using spreadsheets for storing large amounts of data. And of course, the spreadsheet were very slow and not reliable still, because the amount of data was huge. And these were using super metrics for BigQuery. Using parameters to run transfers to require re so once the data was in BigQuery, they could very easily manipulate the data store big amounts of historical data, and then export this data to wherever they want. I think they’re using Power BI to visualize it, but they couldn’t very easily crunch all these large amounts of data.

Lea
So in a nutshell, what supermetrics is allowing data people to do is instead of all the time that it takes to put together an A report or data for a presentation, and then have like 5% of time leftover for actual recommendations and decision making. You’re taking all of that off their plate?

Anna
Yes, exactly. Wow.

Lea
I’m thinking back to the day at my agency days when I would spend the first entire week of each month, just crunching numbers to figure out our spend and chargebacks. And that was so much time last that could have been devoted to exploring what was happening with our keyword campaigns, and how to stay more ahead of competition.

Anna
So Wow,

Lea
man, if you guys were around 15 years ago, I would have been married.

Lea Pica
I wish

Lea
That’s amazing. So I feel like anyone working with data and connecting to different platforms should absolutely give you guys a look. So when marketers are getting started with reporting, you know, it’s an interesting thing to dive into. You know, I remember downloading the wall of numbers and being like, Okay, here we go. What would you suggest for people and getting started with that?

Anna
Yeah, sure. Um, so first things first, like Alberto mentioned, probably you should figure out what your goals are, because you’re not going to proceed anywhere if you don’t have clear goals in mind. So from where would you like to get this data? What exactly are we trying to accomplish? goals, then you should think about the audience. Audience and goals pretty much go hand in hand. So when you know you’re building an Executive Report, you will know that Okay, I need to show the ROI. Hence, I building this in this in this graph? offer you’ve identified on a general level, what the report is going to be about and who it is for, you should ask yourself, which data sources specifically do I need? For example, if you’re a building as we like to call it, page analytics, which combines data from different paid ad platforms like Facebook ads, Twitter ads, Google ads, etc. You might want to add Google Analytics to show how many clicks have converted and from where if you’re reading using email as a bundle in your marketing campaign, you might want to add more email results data, you have a more holistic overview of how your marketing is performing. So once you already have define your channels, or data sources, or you start building the report, and I recommend just rebuilding on have first, you know, quick and dirty version shared with your colleagues to get their feedback, because I often made this mistake early in my career where I would have like, perfect everything. But in reality, you didn’t have to perfect everything, just create the first MVP, and then share it and get feedback. And then often the audience or your colleagues will help you, they will guide you, they will say, okay, hey, this is awesome. And I want to have these graphs and these graphs so you can implementing their feedback immediately. And once you’re done, that, you just share the report. And that’s super easy.

Lea
Wow, awesome. I love how you give, it’s not just a tool, you’re giving a whole approach for how to think of this entire process so that you’re really empowering data people to push through and enable those decisions. Right. So that’s an amazing sounding process. That is great.

Anna
So thank you so much.

Lea
Yeah, of course. So I mean, you guys are probably sitting at the forefront of what’s happening in data analytics, because you’re connecting, knowing what the new sources are and figuring out those integrations. So what do you think are the top trends that are happening right now in analytics? What are you excited about? What’s developing and all of that?

Anna
Yeah, sure. I think it’s a very, very exciting field. And first of all, I just want to say that marketing is becoming more and more and more technical. And if before people, you know, could have turned a blind eye to analytics, now, they cannot absolutely, that’s impossible. Because if you have so many tools in so many channels, you need to understand how exactly you’re using these channels, how exactly you’re using the data stored on every single channel. And you need to spend your marketing budget wisely. And before, you know, the world was without supermetrics. So you do not know where your dollars were going. Or you had a hunch right? Now, the black box is not so black anymore. So you have the tools to answer these questions. And you have attribution models test. So every marketer should remember, like I mentioned that the marketing is becoming more analytical, more technological. And you should definitely fast in your own education. And you should definitely go ahead and try out these tools. And it’s not very hard, the tools are really not as hard. people were complaining that, you know, at first they were complaining over pizza sort and now now they look at Data Studio, and then they look at big choir and oh, like that is hard. But even a little bit choir is super easy. If you open it, you will see the UI is pretty intuitive. And with supermetrics, you will see you just scheduled transfers, and it’s super clear, we also have kind of like a sidebar looking flow, for example, in our API product. So you will be able to choose which data you want for which time frames played by what and then build this table and, or BigQuery, and then export it elsewhere. So I would say that marketers can remember that they should invest in their own education and just try out new stuff. So that’s a very big trend that’s already has emerged, and that will continue to grow. Another big trends are one is that marketers are no longer limited to marketing platforms. So now we see data coming from HubSpot, Shopify, which are not your traditional marketing. And you can combine this data with, say made from Facebook. So you have a very holistic overview of her business marketing is becoming more strategic. And marketers have this data flowing from all different channels, and they can have much better insights. Because if you know which page on Shopify or which product or which model of this product performs better than pains much better because your audience becomes more targeted because you have a much better understanding what works with your audience because you have a much better understanding which discounts for which products you can give to your audience and during which timeframe. So it’s becoming very, very, very precise. And I think this is awesome, because now you can once again focus on what matters and get creative With your marketing approaches,

Lea
Well, I think what you’re getting at, and that’s exciting because you know, as an online business owner, I deploy my online courses from a platform called Thinkific. And I run and get client engagements through stripe. And these are not your typical platforms, like my Google Analytics that is, you know, necessarily connecting right into Data Studio. So it feels like a way it’s so great that you’re kind of staying on top of what those new platforms are and how to translate, you know, HubSpot CRM, I use that for my CRM and, you know, understanding sales pipeline data in terms of like, which deals got closed, because there was the most activity is it emails was it calls, like, I can just see how many different angles, you can slices, you can look at all of that. And that’s a great position for you to be in. If you love data, where you guys are. That’s great. So I would love for you to tell us more about your brand new podcasts. I always get so excited when there’s a new podcast in the analytics, playgroup sandbox. And it’s the marketing analytics show. And first, you know, the thing I always want to know is, all right, there’s now a bunch of podcasts out there, what is going to make yours different and really invaluable to the listeners?

Anna
Yeah. And likewise, I’m super, super excited to have lit as one of our first guests. Oh, that’s right. He was amazing. You guys.

Lea
Thank you. Thank

Anna
you all listen to the opposite. And yeah, so the marketing analytics show is a podcast about you guessed it, right. marketing analytics. And we stay very focused on the topic. So when we were first thinking, Okay, what podcast would be about we’ve decided that we need, obviously something to differentiate our. So each episode is Max 30 minutes, way allows us, like I mentioned to be very focused, there is very little conversational element. But it’s done on purpose, because we want to keep this show like a set very focused on point, right. The guests that are there are fantastic experts, and not only marketing analytics, but also in their own domain. For example, we have AJ Wilcox, who is LinkedIn ads guru. I’m doing brown on the show who is on expert. And I asked him very precise questions, and then they provide very actionable insights. So if you’re listening to the podcast, you can write down the answer. And you can immediately start using these answer is so nice, you can put it into action. So you basically wake up in the morning, you’ll listen to this podcast while you are going through your living room or the yard. Then you just sit in your kitchen with a cup of coffee, and you can over destroy, you know, like googling, implementing the advice, building new campaigns using these advice, or if there is a format race on or save data to do any other tool, you can start building portraits. So you have very clear ideas of what you could do next up for listening to this podcast, which is the goal we’re trying to accomplish, because I found that there are quite, you know, many podcasts out there, which are maybe not as focused on the topic. So we try to be very, like laser focused on the topic, which is kind of like my style. I feel like I’m very focused person. So we try to deliver this experience off, you know, very actionable, very fast, and very clear ideas to our listeners.

Lea
I think that’s fantastic. I think that’s all a listener could want from a business podcast is give me something I can do right now. Yeah, exactly. So I really appreciate that focus for you. So, you know, obviously, this was a challenging year for everybody. And, you know, interestingly, there must have been such a much more pressure to focus on accuracy for data this year, more than ever, but if you had one message to send out to the analytics and marketing community, what would you send out in the world right now?

Anna
Yeah, sure. Um, I would say one very, very inspiring thing I heard which is not necessarily related to you know, data, but to Maybe the situation in general. So it is, um, every single crisis has two sides. So one is this panic, oh my god, everything is down, we’re in fire. You know, the bad side, the sad side, the terrifying side. But once you get through that, there is another side, which is the opportunity. And that is something I really, really hope that people you know, remember and I really, really hope that this is something that inspires them. Because once you start seeing all these new opportunities amidst all these small and big medium crisis, then you can size this opportunity. And these are opportunities which have never been existed before, where it’s like, the first time in my life, and I’m sure in everybody else’s life. Many people have lives that were going through such massive changes in the society and like in their environment everywhere in general. And, like I mentioned, so many more opportunities emerge. And I just hope that if people learn how to pay attention to the data that surrounds them, because now we live in a very, very data intensive environment. And we should learn how to use this data to our advantage. And I’m pretty sure that if you have this data, if you analyze it correctly, if you come to some conclusions, you will be able to grasp these opportunities that emerge and they will emerge 100%. And you will be able to create something new that never existed before. And I think that’s very inspiring. Oh,

Lea
that is really inspiring. It’s, I always am so glad to hear that people are encouraging not only just to appreciate that this has been such a challenging year, but that there are opportunities to look at when we are ready to see them, you know, ready in our own time. I do want to ask, I want to especially start asking this question of my podcast guests, because I’m assuming if you’re listening, you actually like podcasts. Are there other podcasts that you just can’t miss? What are your faves?

Anna
Um, these are actually not marketing podcasts.

Lea
That’s okay. I’d love to hear whatever.

Anna
I have my marketing podcast, Anneli, sorry, everyone hates marketers is one of them. It’s an amazing Marketing Podcast. That’s for the listeners who are looking for maybe a more specific Marketing Podcast. Okay. That’s what I usually listen to VC podcasts, to SAS podcasts, because I want to learn more about something that we could implement it supermetrics on these podcasts are very, very good if you again want to size the opportunities because they cover big trends. And they cover shifts in consumer preferences, which I think are very, very useful for every single not only marketer, but generally business person these days. So on sastra podcast is one if you’re boring to SAS world, and VCs, my absolute number one favorite when it comes to all things, business investments, and generally how to develop your company and how to develop your people as well. Awesome.

Lea
All right, so we have arrived at our final question. think very hard here and imagine this very logical scenario. You’re crossing the finish line of the kawhi half marathon, when you suddenly trip and fall into a vortex that pulls you back to the moment you’re about to deliver your first presentation or report or speech, whatever. If you can remember what are you presenting about and what would today you say to yesterday, you

Anna
Oh my god,

what would I be presenting

Anna
about in a Hawaii marathon?

Lea
Oh, no, no, it’s it’s you going back to the moment when you first presented something. It’s a time maybe it doesn’t make total sense. It’s a time portal.

Anna
Sorry. Yeah. Sure. What, which tips would I give to myself? And so yeah, I would probably be like, I would just tell like, I would just tell that on it like to be a bit less harsh in herself because I always like no try. I try hard. Um, and I would just tell her that everybody is human and we can attend to CDs, business people. And maybe that’s coming from the VC podcast in a very serious way. But the reality is that everybody is still a human. And you should definitely keep that in mind and consider that. And even if you make a mistake, people would understand, as long as you clearly, genuinely articulate that, if you say like, Hey, I messed up, you know, or say something personal or open up more people will generally understand people are not verbal monsters, they are just people. And if you just keep that in mind, I think it would be very, very easy to deliver presentations.

Lea
Mm hmm. I love that. It’s always amazing what we see in retrospect, and I really love the advice to just be easier on you.

Anna
Especially now,

especially now.

Lea
Well, and unfortunately, our time has run out. But I really enjoyed connecting with you. So tell the listeners where they can keep up with you.

Anna
Yeah, sure. So I tweet a very active layout superfan on Twitter. And you can find me on LinkedIn. And you can add me on LinkedIn. I’m very responsive there as well. So and I should go on LinkedIn. And yeah, feel free to tune in to the marketing analytics show, and learn more from the experts there.

Lea
Awesome. Well, all of those links are going to be available on the show notes page for this episode. And I want to thank you so much for being on the show. today. I’m honored to be one of your inaugural guests on yours. I know it’s going to be amazing. And I can’t wait to keep working with you. And just see where supermetrics helps takes us into the future of analytics. Really good stuff.

Anna
Thank you so much, les. I really, really enjoyed this conversation as well. And I hope we’ll catch up soon.

Lea
All right, it’s so great to be welcoming a new sibling in the analytics, podcast space all I can’t wait to see what wisdom supermetrics will bring to your ears. And make sure to keep an ear out for my episode with them too. So if you haven’t already worked with them, go check them out, you can sign up for their basic plan completely free at Leah pika.com slash supermetrics. And get 20% off any paid plan with the code. pika. So to catch all of the links, and register for the conferences, resources, all that stuff is at the show notes page at Leah pika.com slash zero 60. Please leave me a comment or suggestion because I want to hear about the challenges you face when presenting information. And if you like what you’ve heard, oh man, please, from the bottom of my heart, hop on over to iTunes. If you’re already there, just hit subscribe. And please leave a rating and review. Because not only does it help me, and I know that I’m on the right track for you. But it also helps the ranking of the shows which gets it out to other awesome practitioners and presenters like you. And I’ll leave you with a bit of regular big picture inspiration because man, it’s been a crazy year. And that is by Nelson Mandela. And it is the time for healing of the wounds has come. The moment to bridge the chasms that divide us has come the time to build is upon us. I feel like that sums it up for me. It’s possible that we’ve never experienced more divisiveness and judgment as a collective species in our lifetime, at least in this nation. And even though the principles that govern our nation are decided through a competitive process, still, it is still a great opportunity to begin listening to each other, understanding each other and remembering that there could be a world in which everyone wins. So I hope that brings some peace. To those I know this has been quite an exhausting finish almost finished to an exhausting year. Don’t forget to take my new assessment to find out what’s stopping you from getting the glory and recognition and rewards you deserve by going to Leah pika.com slash assessment. That’s it for today. Stay well stay safe. Namaste

Lea is a digital analyst and marketer turned Data Storytelling Advocate. She trains thousands of digital practitioners and consultants in the art and science of impactful data presentation through live workshops, speaking engagements, online courses, her blog and five-star rated podcast, The Present Beyond Measure Show. Lea is also the creator of The PICA Protocol™, her practical prescription for healthy, actionable data stories that inform decisions, spark ideas, inspire action, and make YOU indispensable.