ESSENTIALSFOR DIGITAL MARKETERS

6 EXCEL

If there’s one task most marketers share, whether their focus isSEO, paid search, or social media, it’s collecting andinterpreting data. Being able to slice and dice the data to findactionable insights is key to effective analysis.Select data > Home > Format as table

TableFormatting

e.g: Below are the digital marketing influencers on Twitter fromdifferent countries

Tip: Alt + O + C + A - helps to adjust columns to fit contents

Unformatted Formatted

ChartingIf you are going to present your data to stakeholders, then itpays to make it look professional. It offers basic visualization,giving stakeholders a clear understanding of data trends.Insert > Charts > Select the required chart type

e.g: The data in our example can also be represented in chart asbelow for easy interpretation.

1

2

Canada

700 Followers

800 Followers

1000 Followers

India Singapore0

Top Twitter influencers by country

FiltersFilters allow you to pare down your data to only look at certainrows at one time. In Excel, a filter can be added to each column inyour data, and from there, you can then choose which cells youwant to view at once.Select Data Range > Data > Filter

Filtersare awesome!

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e.g: We can use filters for the below data to view data by locationor by number of followers

Tip: Alt + A + T helps you add quick filters for selected data range

PivotTablesPivot tables allow you to quickly summarize and evaluate largeamounts of data in lists and tables.Select the data range > Insert > Pivot table

PIV

OT

PIV

OT

PIVOTPIVOT

PIVOT

PIV

OT

PIVOTPIVOT

e.g: Our example can also be summarized as a pivot table toquickly review details of influencers by country

Tip: Filters are automatically added in a pivot table.

IF FunctionIF function checks whether a condition is met, and returns onevalue if TRUE, and another value if FALSE.Syntax: IF(logical_test,value_if_true,value_if_false)

If ravenous

If famished

If starving

If hungry

e.g: In column ‘E’, IF function is applied to determine theinfluencing level of each influencer based on the number offollowers. Influencers with more than 900 followers areconsidered as Great influencers and the ones with less than900 followers are considered as Good influencers.

VLookupfunction: Looks up for a value in the leftmost column of the data range, andthen returns a value in the same row from a column you specify.By default, the table must be sorted in ascending order. Thisfunction can be used when there is a huge amount of data.

Syntax: VLOOKUP(lookup_value,table_array,col_index_num,range_lookup)

YESWE

DO!!!

e.g: In column ‘G’, Vlookup function is applied to determine theTwitter handle of the influencer in column ‘F’. A2 to C11 is thedata range and since the required field is ‘Handle’ which is incolumn ‘C’ and it is the third column, number ‘3’ has beenassigned as column index number.

Lookup value: F4 (influencer name)Table Array: A1:D11Column index number: 3 (handle)Range look up: 0 (to get exact match)

Created by: Brunda Olety

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