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

C来自ontinuing 在本系列的十七条 ，我们要探索的方式来呈现数据。 在过去的几年中，得益于Google网站站长工具和Google Analytics(分析)，Majestic SEO，SEMRush等工具，“营销”和“ SEO”领域已变得比过去更受数据驱动。 因此，呈现数据是每个SEO和营销人员都应该知道的。 本文介绍如何呈现数据。

呈现数据 (PRESENTING DATA)

适用于营销人员的Excel和表格-创建有意义的报告，为您的客户提供强大的见解 (Excel and Sheets for marketers — create meaningful reports that provides strong insights to your customers)

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

客户变得更加明智，他们希望在可验证的基础上获得可靠的SEO建议。 现在，许多SEO专家正面临着进行相当复杂的数据分析以改善其搜索策略的任务，而Excel的充分性还不够。 在本文中，我们将包括从相对简单到相当复杂的实际SEO任务。 因此，如果对数据进行排序和筛选，SUM函数，计数命令，数据透视表，Vlookup表，索引匹配和条件格式设置使您抓狂，然后继续阅读。

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

注意：大多数在线数字分析课程都是在Google Analytics(分析)开始和结束的。 很少有人教如何使用Google Sheets / Excel，Google Data Studio和Big Query有意义地探查和呈现数据。

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

弗雷德·派克 ( Fred Pike) 为营销人员设计的CXL Excel和表格 就是其中一门课程。 该研究所旨在培养高级的数据驱动型营销技能。

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

在本文中，我们将介绍以下主题。 一篇文章无法全面介绍它们。 但是，如果掌握得当，这些技巧将使任何SEO和市场营销人员的工作更加轻松。

排序和过滤数据： (Sort and Filter data:)

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

在您生活中的某个时刻，作为分析师或数字营销人员，您将下载数据并进行智能排序。

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

排序是一项常见的电子表格任务，可让您轻松地对数据进行重新排序。 最常见的排序类型是字母排序，您可以按升序或降序进行排序。

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

过滤将表内容的可见性限制为仅与过滤器中指定的条件匹配的那些条目。 要对一系列单元格执行过滤操作，请选择该范围内的任何单元格，然后单击“过滤器”按钮。 您会在右上方的特定标题行中找到它。 单击后，它将显示如示例中所示的各种数据排序选项。 在这里，我们对很多数据进行了排序，这些数据仅限于箱包和配件。

SUM功能-它包含三个重要功能： (SUM Functions- It contains three vital functions:)

1. SUM (sums everything)

   总和(总和)

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

SUM函数可添加值。 您可以添加单个值，单元格引用或范围，也可以添加所有三个值的组合。 也称为自动求和功能。

For example:

例如：

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

  = SUM(A2：A10)将单元格A2：10中的值相加。

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

  = SUM(A2：A10，C2：C10)将单元格A2：10和单元格C2：C10中的值相加。

2. SUMIF (sums based on one condition)

2. SUMIF(基于一种条件的总和)

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

您可以使用SUMIF函数对满足指定条件的范围内的值求和。 例如，假设在一个包含数字的列中，您只希望对大于5的值求和。可以使用以下公式： = SUMIF(B2：B25，“> 5”)

3. SUMIFS (sums based on multiple conditions)

3. SUMIFS(基于多个条件的总和)

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

SUMIFS函数添加其满足多个条件的所有参数。 例如，您可以使用SUMIFS来汇总该国家/地区的零售商数量，这些零售商(1)居住在单个邮政编码中，(2)利润超过特定的美元价值。

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

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

计数命令 (Count Commands)

1. Count (counts the number of numeric items)

   计数(计算数字项的数量)

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

COUNT函数计算包含数字的单元格的数量，并计算参数列表中的数字。 使用COUNT函数可获取数字范围或数字数组中的条目数。

2. Counta (counts the number of text items)

2. Counta(计算文本项的数量)

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

COUNTA函数还计算包含任何类型的信息的单元格，包括错误值和空文本(“”)。 例如，如果范围包含返回空字符串的公式，则COUNTA函数将对该值进行计数。

3. CountIF (counts based on one condition)

3. CountIF(基于一种条件的计数)

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

使用COUNTIF计数符合条件的单元格数量； 例如，计算特定城市出现在客户列表中的次数。

In its simplest form, COUNTIF says:

COUNTIF最简单的形式是：

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

4. CountIFS (counts based on multiple conditions)

4. CountIFS(基于多个条件的计数)

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

COUNTIFS函数将标准应用于多个范围的单元格，并计算满足所有条件的次数。

数据透视表 (Pivot Tables)

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

计算完所有数据并正确格式化后，现在该对所有数据进行分析并制定行动计划了。 当然，无需使用数据透视表和图表即可完成此操作，但是此强大的功能可以使其变得更加轻松。

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

数据透视表是Excel最强大的工具之一。 它可以帮助您深入研究数字数据并查看意外情况。 这将帮助您做出更明智的决策。 它可以帮助您汇总和分析数据，以表格形式以及在“数据透视图”报告中查看比较，模式和趋势。

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

要创建数据透视表，您需要首先准备好数据源。 这可以采用Excel表，包含所需数据的单元格范围或外部数据源(如Access数据库)的形式。

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

要使用表格创建数据透视表，请在源数据内的任意位置单击，从菜单中选择数据，然后再选择数据透视表。 创建数据透视表而不是数据透视表总是更好。 这样可以更好地了解数据的外观，并且可以在制作图表之前微调数据视图。 当您准备好数据并确定数据透视表应如何时，图表选项很有用。

Vlookup (Vlookup)

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

Vlookup的目的是帮助您基于单个条件在表中查找单个信息。

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

Microsoft Excel定义：在表的最左列中查找一个值，然后从您指定的列的同一行中返回一个值。 默认情况下，表必须按升序排序。

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

假设您已经从CRM中下载了一个客户列表，其中包含客户ID，地址，电话号码和未结余额金额形式的数据。 如果您需要将数据从原始客户端列表中拉到另一个工作表中，VLOOKUP可以通过拉信息来帮助您动态构建该系统。

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

另一个示例是，当您需要在表或行范围中查找内容时，请使用VLOOKUP。 例如，通过零件编号查找汽车零件的价格，或根据员工的ID查找员工的姓名。

索引匹配 (INDEX MATCH)

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

INDEX MATCH是一组嵌套在一起的函数，它们基本上执行与VLOOKUP相同的任务，只是它的执行方式略有不同(且效率更高)。

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

该公式在大多数Excel精英用户中都很流行，因为它比VLOOKUP具有一些优势。 此公式是INDEX和MATCH函数的组合。

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

下面的示例使用INDEX和MATCH函数一起返回五个城市中每个城市的最早发票编号及其对应的日期。 因为日期以数字形式返回，所以我们使用TEXT函数将其格式化为日期。

条件格式 (Conditional formatting)

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

条件格式设置是excel的擅长领域之一，因为它使您能够根据不同的条件自动对任何单元格进行格式更改，从而在为高层管理人员或客户构建报告时特别有用。

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

能够以简洁，易于理解的方式呈现数据是创建有效报告的一部分，但它经常被忽略。 条件格式不仅使您可以轻松地突出显示重要的数据点，而且可以自动实现并随数据缩放的方式。

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

使用条件格式设置可以帮助您直观地浏览和分析数据，检测关键问题以及确定模式和趋势。

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

使用条件格式设置，可以轻松突出显示感兴趣的单元格或单元格范围，强调不寻常的值以及通过使用与数据的特定变体相对应的数据栏，色标和图标集来可视化数据。

迷你图 (Sparklines)

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

迷你图非常容易添加，并且会在电子表格中添加一点点阴影和颜色。 它们是您工具带中不错的小工具。

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

迷你图是工作表单元格中的一个很小的图表，可提供数据的可视化表示。 使用迷你图显示一系列值的趋势，例如季节性增加或减少，经济周期，或突出显示最大值和最小值。 将迷你图放置在其数据附近以产生最大影响。

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

我们在Excel中执行此操作的方法是通过insert命令。 您会看到，这里有一个迷你图部分，对于要插入的图形类型，您有不同的选择。 迷你图有三种不同类型：线条， 列和赢/亏。 的行和列的工作相同的行和列图表。 赢/亏与Column相似，不同之处在于它仅显示每个值是正数还是负数，而不显示值的高低。

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

现在您已经知道，在Excel中创建迷你图很简单。 迷你图只能在Excel 2010和更高版本中使用； 在Excel 2007及更早版本中，它们不会显示。

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

在下一篇文章中，我们将学习如何使用 Google Data Studio 创建令人印象深刻，见解深刻且节省时间的报告

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

CXL研究所 是针对营销人员的唯一技能培养平台，该平台使用了全球排名前1％的从业人员作为指导。 我之前已经学过很多视频课程，但是从未像过这门课程那样享受学习的乐趣。 这门课程提供的深度知识以及它如何从您目前的职位发展到Digital Analytics Guy，可以塑造您的职业生涯。