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#081e56;}.bg-color-whitepaper {background-color: #3da4c6;}.bg-color-job {background-color: #02644a;}.bg-color-e-dialog-event {background-color: #61ae79;}.bg-color-pressrelease {background-color: #081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/blog/" title="Beiträge">Blog</a> </span> <span class="arrow">></span> <span class="category">Datascience & AI in Marketing and Retail</span> <span class="arrow">></span> <span class="child">Hands-On: Mediaplankontrolle mit Google Data Studio</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/Datastudio-Mediaplan-2017.png" data-rocket-location-hash="2538ad42f1e1f858cf829703ee144252" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Hands-On: Mediaplankontrolle mit Google Data Studio</h1><p class="author">von Martin Frotzler</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">05. Dezember 2017</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 6</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Das Jahr neigt sich dem Ende zu und für das kommende Jahr werden vielerorts wieder fleißig Mediapläne geschmiedet. Wir zeigen wie man Google Data Studio effizient nutzen kann, um auf Basis der Live-Daten aus Google Analytics, AdWords, Facebook oder anderen Kanälen den Soll/Ist Status im Auge zu behalten und ansprechend zu visualisieren.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Datascience & AI in Marketing and Retail</div><p><p>Machine Learning mit eigenen Daten, zurechtgeschneidert auf eigene Business Cases bringt riesiges Potential und ist der Schlüssel für weitere Wettbewerbsfähigkeit.</p> </p><a href="/daten-nutzen/#datascience-ai-in-marketing-and-retail" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="d66f2373ff640d9ed782331b6b6dcb5a" data-elementor-type="wp-post" data-elementor-id="26354" class="elementor elementor-26354" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-141ba9ef elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="141ba9ef" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4f40aa67" data-id="4f40aa67" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-674485b4 elementor-widget elementor-widget-heading" data-id="674485b4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Soll-Ist-Vergleich in Google Data Studio </h2> </div> </div> <div class="elementor-element elementor-element-b00b4cb elementor-widget elementor-widget-image" data-id="b00b4cb" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="241" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20241'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23328" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-1-Umsatz-Soll-Ist.png 854w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-1-Umsatz-Soll-Ist-300x90.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-1-Umsatz-Soll-Ist-768x231.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-1-Umsatz-Soll-Ist.png" /><noscript><img fetchpriority="high" decoding="async" width="800" height="241" src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-1-Umsatz-Soll-Ist.png" class="attachment-large size-large wp-image-23328" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-1-Umsatz-Soll-Ist.png 854w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-1-Umsatz-Soll-Ist-300x90.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-1-Umsatz-Soll-Ist-768x231.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-cd4d08c elementor-widget elementor-widget-image" data-id="cd4d08c" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="109" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20109'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23329" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken-1024x139.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken-300x41.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken-768x104.png 768w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken.png 1201w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken-1024x139.png" /><noscript><img decoding="async" width="800" height="109" src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken-1024x139.png" class="attachment-large size-large wp-image-23329" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken-1024x139.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken-300x41.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken-768x104.png 768w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-2-Soll-Ist-Balken.png 1201w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-60db46b2 elementor-widget elementor-widget-text-editor" data-id="60db46b2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Anstatt nur die tatsächlichen Umsätze zu sehen, bekommt man sofort einen vergleichenden Blick zu den geplanten Umsätzen und damit eine bessere Beurteilungsgrundlage. Dies natürlich auch für Kosten, ROI und alle anderen wichtigen Kennzahlen.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-4d1ede0 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4d1ede0" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-44fab97" data-id="44fab97" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-696d36c elementor-widget elementor-widget-heading" data-id="696d36c" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Szenario </h3> </div> </div> <div class="elementor-element elementor-element-f796e5b elementor-widget elementor-widget-text-editor" data-id="f796e5b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Ein Unternehmen schaltet über das ganze Jahr AdWords Anzeigen. Das Jahresbudget für AdWords wird mit 500.000 € festgelegt, wobei während der Hauptsaison im Frühjahr & Sommer mehr ausgegeben werden soll und in den Wintermonaten weniger. Ein exemplarisch <i>stark vereinfachter </i>Mediaplan könnte dann so aussehen:</p> </div> </div> <div class="elementor-element elementor-element-cee97d1 elementor-widget elementor-widget-image" data-id="cee97d1" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="399" height="269" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20399%20269'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23330" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-3-Mediaplan-monat.png 399w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-3-Mediaplan-monat-300x202.png 300w" data-lazy-sizes="(max-width: 399px) 100vw, 399px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-3-Mediaplan-monat.png" /><noscript><img loading="lazy" decoding="async" width="399" height="269" src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-3-Mediaplan-monat.png" class="attachment-large size-large wp-image-23330" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-3-Mediaplan-monat.png 399w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-3-Mediaplan-monat-300x202.png 300w" sizes="(max-width: 399px) 100vw, 399px" /></noscript> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-428bd4b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="428bd4b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0061931" data-id="0061931" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-78364e7 elementor-widget elementor-widget-heading" data-id="78364e7" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Herangehensweise </h3> </div> </div> <div class="elementor-element elementor-element-f929c70 elementor-widget elementor-widget-text-editor" data-id="f929c70" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Unser Ziel soll es nun sein, die Ausgaben und Umsätze im Auge behalten zu können – <i>ohne manuell in Excel oder Google Spreadsheets mühsam Zahlen eintragen zu müssen. </i>Die aktuellen Daten bekommen wir täglich frisch in Google Data Studio über den Connector mit AdWords – check. Die Herausforderung sind unsere eigenen Mediaplan-Daten. Wie bekommen wir diese für den Vergleich in Data Studio?</p><p>Die Lösung: Wir bauen eine LookUp Table (Suchtabelle) in Data Studio mit unseren geplanten täglichen Ausgaben und Umsätzen!</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-3b802ae elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3b802ae" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-79a54b5" data-id="79a54b5" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-48882e1 elementor-widget elementor-widget-heading" data-id="48882e1" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">LookUp Tables in Data Studio: Die CASE WHEN Funktion </h2> </div> </div> <div class="elementor-element elementor-element-d4b4f5c elementor-widget elementor-widget-text-editor" data-id="d4b4f5c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Data Studio ermöglicht über die reine Visualisierung von vorhandenen Daten hinaus die Erstellung neuer berechneter Messwerte und Dimensionen. Die Möglichkeiten reichen hier von grundsätzlichen mathematischen Operationen bis hin zu komplexeren <a href="https://support.google.com/datastudio/table/6379764" target="_blank" rel="noopener">Funktionen</a>. Eine der mächtigsten Funktionen ist die <a href="https://support.google.com/datastudio/answer/7020724" target="_blank" rel="noopener">CASE</a> Funktion – mit der wir uns jetzt eine LookUp Table mit unserem Mediaplan direkt in Data Studio basteln!</p><p>In unserem Szenario nutzen wir den AdWords Connector und vergleichen daher mit folgenden Feldern (deutsche Spracheinstellung):</p> </div> </div> <div class="elementor-element elementor-element-2835179 elementor-widget elementor-widget-image" data-id="2835179" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="293" height="139" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20293%20139'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23331" alt="" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-4-DimMetr.png" /><noscript><img loading="lazy" decoding="async" width="293" height="139" src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-4-DimMetr.png" class="attachment-large size-large wp-image-23331" alt="" /></noscript> </div> </div> <div class="elementor-element elementor-element-c2615ea elementor-widget elementor-widget-text-editor" data-id="c2615ea" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>“Conv.-Wert gesamt” = Umsatz<br />“Kosten” = Kosten</p><p>Dem wollen wir nun jeweils unseren geplanten Umsatz laut Mediaplan gegenüberstellen – und zwar auf <em>Tagesbasis</em>, damit wir eine tägliche Kontrolle vornehmen können. Daher müssen wir als ersten Schritt unsere erwarteten Kosten und Umsätze auf Tagesbasis in den Plan mit aufnehmen:</p> </div> </div> <div class="elementor-element elementor-element-1ba8ced elementor-widget elementor-widget-image" data-id="1ba8ced" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="706" height="269" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20706%20269'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23332" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-5-Mediaplan-Tag.png 706w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-5-Mediaplan-Tag-300x114.png 300w" data-lazy-sizes="(max-width: 706px) 100vw, 706px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-5-Mediaplan-Tag.png" /><noscript><img loading="lazy" decoding="async" width="706" height="269" src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-5-Mediaplan-Tag.png" class="attachment-large size-large wp-image-23332" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-5-Mediaplan-Tag.png 706w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-5-Mediaplan-Tag-300x114.png 300w" sizes="(max-width: 706px) 100vw, 706px" /></noscript> </div> </div> <div class="elementor-element elementor-element-05c9faf elementor-widget elementor-widget-text-editor" data-id="05c9faf" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wir wissen also nun, dass wir für den Januar mit einem Umsatz von 4.032 € pro Tag kalkulieren. Beginnen wir also in einem ersten Schritt für den<i> Monat Januar</i> unsere LookUp Table für den Umsatzvergleich mittels CASE WHEN aufzubauen.</p> </div> </div> <div class="elementor-element elementor-element-d6241b3 elementor-widget elementor-widget-heading" data-id="d6241b3" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">1. Benutzerdefinierte Metrik anlegen </h3> </div> </div> <div class="elementor-element elementor-element-52df965 elementor-widget elementor-widget-image" data-id="52df965" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="288" height="115" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20288%20115'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23333" alt="" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Bild6.png" /><noscript><img loading="lazy" decoding="async" width="288" height="115" src="https://e-dialog.group/wp-content/uploads/2022/02/Bild6.png" class="attachment-large size-large wp-image-23333" alt="" /></noscript> </div> </div> <div class="elementor-element elementor-element-a095dc0 elementor-widget elementor-widget-heading" data-id="a095dc0" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">2. CASE WHEN Formel in neuer Metrik nutzen: </h3> </div> </div> <div class="elementor-element elementor-element-0f1fde2 elementor-widget elementor-widget-image" data-id="0f1fde2" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="649" height="55" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20649%2055'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23334" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-7.png 649w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-7-300x25.png 300w" data-lazy-sizes="(max-width: 649px) 100vw, 649px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-7.png" /><noscript><img loading="lazy" decoding="async" width="649" height="55" src="https://e-dialog.group/wp-content/uploads/2022/02/Bild-7.png" class="attachment-large size-large wp-image-23334" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Bild-7.png 649w, https://e-dialog.group/wp-content/uploads/2022/02/Bild-7-300x25.png 300w" sizes="(max-width: 649px) 100vw, 649px" /></noscript> </div> </div> <div class="elementor-element elementor-element-0400c0b elementor-widget elementor-widget-image" data-id="0400c0b" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="501" height="57" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20501%2057'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23335" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild8.png 501w, https://e-dialog.group/wp-content/uploads/2022/02/bild8-300x34.png 300w" data-lazy-sizes="(max-width: 501px) 100vw, 501px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild8.png" /><noscript><img loading="lazy" decoding="async" width="501" height="57" src="https://e-dialog.group/wp-content/uploads/2022/02/bild8.png" class="attachment-large size-large wp-image-23335" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild8.png 501w, https://e-dialog.group/wp-content/uploads/2022/02/bild8-300x34.png 300w" sizes="(max-width: 501px) 100vw, 501px" /></noscript> </div> </div> <div class="elementor-element elementor-element-89c491c elementor-widget elementor-widget-text-editor" data-id="89c491c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Hier nochmals als Copy & Paste – Formel:</p><blockquote><pre>CASE WHEN REGEXP_MATCH(Monat, "201701") THEN 4032 ELSE 0 END</pre></blockquote><p>Unsere neue Metrik wird uns damit immer “4032” ausgeben, sofern unser gewählter Zeitraum in den Januar 2017 fällt – genau das was wir für unseren Umsatzvergleich brauchen. Für 2018 einfach „201701“ durch „201801“ ersetzen. Die Formel schaut kompliziert aus, aber hat man diese erstmal für den Januar erfolgreich festgelegt, geht es nach dem Baukastenprinzip weiter (siehe unten).</p> </div> </div> <div class="elementor-element elementor-element-a2baa8b elementor-widget elementor-widget-heading" data-id="a2baa8b" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">3. Typ und Zusammenfassung festlegen </h3> </div> </div> <div class="elementor-element elementor-element-f537f18 elementor-widget elementor-widget-text-editor" data-id="f537f18" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Da es sich um Euros handelt, sollten wir die neue Metrik noch als Typ “Währung” festlegen und – damit unsere Metrik zur Metrik wird – die Art der Zusammenfassung als “Summe” bestimmen.</p> </div> </div> <div class="elementor-element elementor-element-d0a49a2 elementor-widget elementor-widget-image" data-id="d0a49a2" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="706" height="332" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20706%20332'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23336" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild9.png 706w, https://e-dialog.group/wp-content/uploads/2022/02/bild9-300x141.png 300w" data-lazy-sizes="(max-width: 706px) 100vw, 706px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild9.png" /><noscript><img loading="lazy" decoding="async" width="706" height="332" src="https://e-dialog.group/wp-content/uploads/2022/02/bild9.png" class="attachment-large size-large wp-image-23336" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild9.png 706w, https://e-dialog.group/wp-content/uploads/2022/02/bild9-300x141.png 300w" sizes="(max-width: 706px) 100vw, 706px" /></noscript> </div> </div> <div class="elementor-element elementor-element-9a79785 elementor-widget elementor-widget-image" data-id="9a79785" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="365" height="331" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20365%20331'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23337" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild10_1.png 365w, https://e-dialog.group/wp-content/uploads/2022/02/bild10_1-300x272.png 300w" data-lazy-sizes="(max-width: 365px) 100vw, 365px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild10_1.png" /><noscript><img loading="lazy" decoding="async" width="365" height="331" src="https://e-dialog.group/wp-content/uploads/2022/02/bild10_1.png" class="attachment-large size-large wp-image-23337" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild10_1.png 365w, https://e-dialog.group/wp-content/uploads/2022/02/bild10_1-300x272.png 300w" sizes="(max-width: 365px) 100vw, 365px" /></noscript> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-fc0b851 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="fc0b851" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-91ca94b" data-id="91ca94b" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7251943 elementor-widget elementor-widget-heading" data-id="7251943" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Weiter geht’s: Formel vervollständigen </h2> </div> </div> <div class="elementor-element elementor-element-a6762e8 elementor-widget elementor-widget-text-editor" data-id="a6762e8" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Damit haben wir schon mal die Basis für unsere LookUp Table in Data Studio für den ersten Monat im Jahr gelegt – das Schwierigste ist geschafft! Für die restlichen Monate schachteln wir nun die WHEN Formeln ineinander. Das Feld in Data Studio ist ziemlich klein bemessen – verträgt aber in Wirklichkeit eine Menge ;). Ich empfehle daher die Formel in einem Texteditor zu vervollständigen und dann vollständig in das Eingabefeld in Data Studio zu kopieren. Die vollständige Formel für die Kosten in unserem Mediaplan lautet danach wie folgt:</span></p><p><b>CASE<br />WHEN</b> <span style="font-weight: 400;">REGEXP_MATCH(Monat, „201701“) THEN 4032<br />WHEN REGEXP_MATCH(Monat, „201702“) THEN 4464<br />WHEN REGEXP_MATCH(Monat, „201703“) THEN 8065<br />WHEN REGEXP_MATCH(Monat, „201704“) THEN 13333<br />WHEN REGEXP_MATCH(Monat, „201705“) THEN 12097<br />WHEN REGEXP_MATCH(Monat, „201706“) THEN 8333<br />WHEN REGEXP_MATCH(Monat, „201707“) THEN 8065<br />WHEN REGEXP_MATCH(Monat, „201708“) THEN 6452<br />WHEN REGEXP_MATCH(Monat, „201709“) THEN 5000<br />WHEN REGEXP_MATCH(Monat, „201710“) THEN 4032<br />WHEN REGEXP_MATCH(Monat, „201711“) THEN 4167<br />WHEN REGEXP_MATCH(Monat, „201712“) THEN 4032<br /></span><b> ELSE 0 END</b></p><p>Nochmals für Copy & Paste:</p><pre>CASE WHEN REGEXP_MATCH(Monat, "201701") THEN 4032 WHEN REGEXP_MATCH(Monat, "201702") THEN 4464 WHEN REGEXP_MATCH(Monat, "201703") THEN 8065 WHEN REGEXP_MATCH(Monat, "201704") THEN 13333 WHEN REGEXP_MATCH(Monat, "201705") THEN 12097 WHEN REGEXP_MATCH(Monat, "201706") THEN 8333 WHEN REGEXP_MATCH(Monat, "201707") THEN 8065 WHEN REGEXP_MATCH(Monat, "201708") THEN 6452 WHEN REGEXP_MATCH(Monat, "201709") THEN 5000 WHEN REGEXP_MATCH(Monat, "201710") THEN 4032 WHEN REGEXP_MATCH(Monat, "201711") THEN 4167 WHEN REGEXP_MATCH(Monat, "201712") THEN 4032 ELSE 0 END </pre><p>Wie man sieht haben wir immer die selbe Abfolge von WHEN-Ausdrücken, die letztlich unsere Tabelle ausmachen. Für die Erstellung im Rahmen eines umfangreicheren Mediaplans empfehle ich, sich mit Text-Formeln in Excel zu behelfen – dann reicht in der Regel einfaches Copy & Paste aus Excel pro KPI aus um diese in Data Studio zu bekommen.</p><p><span style="font-weight: 400;">Damit haben wir unsere LookUp Table für die monatlich geplanten </span><b>Umsätze </b><span style="font-weight: 400;">in AdWords auf Basis der täglichen Ausgaben vervollständigt. Für die </span><b>Kosten </b><span style="font-weight: 400;">muss derselbe Vorgang mit einer neuen Metrik und den entsprechenden Werten wiederholt werden.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-ca7c4a4 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="ca7c4a4" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-15b97f6" data-id="15b97f6" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d060241 elementor-widget elementor-widget-heading" data-id="d060241" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Soll & Ist vergleichen </h3> </div> </div> <div class="elementor-element elementor-element-5dd7f73 elementor-widget elementor-widget-text-editor" data-id="5dd7f73" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Unsere Werte nach Plan können wir nun als native Metrik nutzen und etwa als Zeitreihe visualisieren:</p> </div> </div> <div class="elementor-element elementor-element-45d9904 elementor-widget elementor-widget-image" data-id="45d9904" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="290" height="414" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20290%20414'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23338" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild12.png 290w, https://e-dialog.group/wp-content/uploads/2022/02/bild12-210x300.png 210w" data-lazy-sizes="(max-width: 290px) 100vw, 290px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild12.png" /><noscript><img loading="lazy" decoding="async" width="290" height="414" src="https://e-dialog.group/wp-content/uploads/2022/02/bild12.png" class="attachment-large size-large wp-image-23338" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild12.png 290w, https://e-dialog.group/wp-content/uploads/2022/02/bild12-210x300.png 210w" sizes="(max-width: 290px) 100vw, 290px" /></noscript> </div> </div> <div class="elementor-element elementor-element-dd9ef93 elementor-widget elementor-widget-image" data-id="dd9ef93" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="250" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20250'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23339" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild11.png 901w, https://e-dialog.group/wp-content/uploads/2022/02/bild11-300x94.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/bild11-768x240.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild11.png" /><noscript><img loading="lazy" decoding="async" width="800" height="250" src="https://e-dialog.group/wp-content/uploads/2022/02/bild11.png" class="attachment-large size-large wp-image-23339" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild11.png 901w, https://e-dialog.group/wp-content/uploads/2022/02/bild11-300x94.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/bild11-768x240.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-b28cb57 elementor-widget elementor-widget-text-editor" data-id="b28cb57" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Da der verwendete AdWords Connector nicht in die Zukunft reicht, empfiehlt es sich zum Testen anfangs – wie hier gezeigt – die WHEN-Ausdrücke (z.B. „201701“ usw.) auf einen aktuellen Zeitraum zu beziehen. Ansonsten werden uns (noch) keine Werte angezeigt. Wenn alles klappt stellt man in den WHEN-Ausdrücken auf den Zeitraum in der Zukunft um (z.B. „201801“ usw.).</p><p>Für den Soll/Ist-Vergleich legen wir jetzt unsere aktuellen Daten aus AdWords darüber, indem wir die Metrik aus AdWords zusätzlich auswählen – gleichzeitig können wir auch in einzelnen Monate “hineinzoomen” (hier: Januar bis Februar):</p> </div> </div> <div class="elementor-element elementor-element-7147851 elementor-widget elementor-widget-image" data-id="7147851" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="292" height="286" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20292%20286'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23340" alt="" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild13.png" /><noscript><img loading="lazy" decoding="async" width="292" height="286" src="https://e-dialog.group/wp-content/uploads/2022/02/bild13.png" class="attachment-large size-large wp-image-23340" alt="" /></noscript> </div> </div> <div class="elementor-element elementor-element-a443b63 elementor-widget elementor-widget-image" data-id="a443b63" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="266" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20266'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23341" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild16.png 897w, https://e-dialog.group/wp-content/uploads/2022/02/bild16-300x100.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/bild16-768x255.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild16.png" /><noscript><img loading="lazy" decoding="async" width="800" height="266" src="https://e-dialog.group/wp-content/uploads/2022/02/bild16.png" class="attachment-large size-large wp-image-23341" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild16.png 897w, https://e-dialog.group/wp-content/uploads/2022/02/bild16-300x100.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/bild16-768x255.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-1f17c4f elementor-widget elementor-widget-text-editor" data-id="1f17c4f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Zusätzlich empfehle ich, die Werte <i>akkumuliert </i>zu visualisieren, so hat man auch die Summe immer im Blick:</p> </div> </div> <div class="elementor-element elementor-element-817a85d elementor-widget elementor-widget-image" data-id="817a85d" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="248" height="312" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20248%20312'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23342" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild14.png 248w, https://e-dialog.group/wp-content/uploads/2022/02/bild14-238x300.png 238w" data-lazy-sizes="(max-width: 248px) 100vw, 248px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild14.png" /><noscript><img loading="lazy" decoding="async" width="248" height="312" src="https://e-dialog.group/wp-content/uploads/2022/02/bild14.png" class="attachment-large size-large wp-image-23342" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild14.png 248w, https://e-dialog.group/wp-content/uploads/2022/02/bild14-238x300.png 238w" sizes="(max-width: 248px) 100vw, 248px" /></noscript> </div> </div> <div class="elementor-element elementor-element-c7c19dd elementor-widget elementor-widget-image" data-id="c7c19dd" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="250" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20250'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23343" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild19.png 907w, https://e-dialog.group/wp-content/uploads/2022/02/bild19-300x94.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/bild19-768x240.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild19.png" /><noscript><img loading="lazy" decoding="async" width="800" height="250" src="https://e-dialog.group/wp-content/uploads/2022/02/bild19.png" class="attachment-large size-large wp-image-23343" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild19.png 907w, https://e-dialog.group/wp-content/uploads/2022/02/bild19-300x94.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/bild19-768x240.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-4b0a437 elementor-widget elementor-widget-text-editor" data-id="4b0a437" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Damit sehen wir auf einen Blick, dass wir von Januar bis Februar weniger Umsatz generiert haben, als laut Plan vorgesehen! Daher sollten wir nun rechtzeitig eingreifen und den Ursachen nachgehen! Auf die gleiche Weise können wir die aktuellen Kosten mit unserem Plan vergleichen – vielleicht haben wir ja auch weniger ausgegeben als geplant?</p><p>Möglicherweise interessiert uns auch noch, wie hoch die Abweichung genau ist. Auch dafür können wir uns einfach eine Metrik für die Differenz anlegen und als Kurzübersicht darstellen lassen:</p> </div> </div> <div class="elementor-element elementor-element-fd13fdd elementor-widget elementor-widget-image" data-id="fd13fdd" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="354" height="47" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20354%2047'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23344" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild17.png 354w, https://e-dialog.group/wp-content/uploads/2022/02/bild17-300x40.png 300w" data-lazy-sizes="(max-width: 354px) 100vw, 354px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild17.png" /><noscript><img loading="lazy" decoding="async" width="354" height="47" src="https://e-dialog.group/wp-content/uploads/2022/02/bild17.png" class="attachment-large size-large wp-image-23344" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild17.png 354w, https://e-dialog.group/wp-content/uploads/2022/02/bild17-300x40.png 300w" sizes="(max-width: 354px) 100vw, 354px" /></noscript> </div> </div> <div class="elementor-element elementor-element-ff98462 elementor-widget elementor-widget-image" data-id="ff98462" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="352" height="169" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20352%20169'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23345" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild18.png 352w, https://e-dialog.group/wp-content/uploads/2022/02/bild18-300x144.png 300w" data-lazy-sizes="(max-width: 352px) 100vw, 352px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/bild18.png" /><noscript><img loading="lazy" decoding="async" width="352" height="169" src="https://e-dialog.group/wp-content/uploads/2022/02/bild18.png" class="attachment-large size-large wp-image-23345" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/bild18.png 352w, https://e-dialog.group/wp-content/uploads/2022/02/bild18-300x144.png 300w" sizes="(max-width: 352px) 100vw, 352px" /></noscript> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-4871c97 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4871c97" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-21c556a" data-id="21c556a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-90f05df elementor-widget elementor-widget-heading" data-id="90f05df" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit und Nutzen</h2> </div> </div> <div class="elementor-element elementor-element-87b8786 elementor-widget elementor-widget-text-editor" data-id="87b8786" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Der große Vorteil an der gezeigten Vorgehensweise ist, dass die Daten nativ in Data Studio vorliegen – damit werden etwaigen Excel Tabellen die im Unternehmen herumgeschickt werden obsolet. 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Damit ist es möglich, mit einem Mediaplan in Data Studio ein Steuerungscockpit zu bauen, das für den Rest des Jahres der Soll/Ist Kontrolle dient – manuell “zusammenkopierte” Tabellen sind damit Vergangenheit.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-3b1528e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3b1528e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2e06b60" data-id="2e06b60" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d53eed8 elementor-widget elementor-widget-heading" data-id="d53eed8" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Sie brauchen Hilfe bei der Erstellung Ihrer Reports? Fragen Sie uns! Wir sind Data Studio zertifiziert und helfen Ihnen gerne. Schreiben Sie uns via <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a> </h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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