The Magic of Conditional Logic In Excel By Tim Gillman

#SMX #22C @TimGillmanDrums

EXTREME EXCEL EXCELLENCE

THE MAGIC OF CONDITIONAL LOGIC IN EXCEL


TODAY = BUSINESS SCHOOL


TODAY = BUSINESS SCHOOL … BUT A LITTLE NERDIER


TAKE THIS AWESOME TOOL


TAKE THIS AWESOME TOOL PRACTICE IT


TAKE THIS AWESOME TOOL PRACTICE IT APPLY & EXTEND


CONDITIONAL LOGIC HELPS YOU ANSWER REAL BUSINESS QUESTIONS


Are people who saw ad unit #37 from our holiday campaign more likely to buy because the ad worked? Or because we have a new e-commerce platform?


Should we segment our marketing automation audiences on their Facebook movie likes?


Should we buy a new, faster ecommerce platform? Or is it just that our current content stinks?


When does seasonality hurt or help my website?


LET’S SOLVE WITH DATA IT’S THAT SIMPLE, RIGHT?


Well…..


0.00%

200.00%

400.00%

600.00%

800.00%

1000.00%

1200.00%

0

200

400

600

800

1000

1200

1400

1600

1800

About that…


THERE’S A BETTER APPROACH


CONDITIONAL LOGIC!


WHAT IS CONDITIONAL LOGIC?


IT’S AN “IF _____ , THEN ____” STATEMENT


SIMILAR TO CONDITIONAL FORMATTING


SIMILAR TO CONDITIONAL FORMATTING BUT MORE POWERFUL!



ENABLES DATA FLEXIBILITY


GO FROM THIS


“Lets remarket” “This campaign was effective”

“Success!” “Requires more of our budget”

“Reward this department” TO THIS!


GO FROM THIS:


TO THIS:


MAKE THE DATA PLAY BY YOUR RULES


HOW TO BUILD YOUR LOGIC


= IF (


= IF ( LOGICAL TEST ,


= IF ( LOGICAL TEST , VALUE WHEN TRUE ,


= IF ( LOGICAL TEST , VALUE WHEN TRUE , VALUE WHEN FALSE )



= IF ( No Conversions , Remarket , Don’t Remarket )






= IF ( C2 = 0 ,


= IF ( C2 = 0 , “Yes” ,


= IF ( C2 = 0 , “Yes” , “No” )


HOW IT LOOKS IN EXCEL



YOU CAN HAVE YOUR DATA

SAY ANYTHING



WHAT IF I HAVE MULTIPLE CRITERIA?


UUIF OR

IF AND


IF OR

U


= IF ( Or (


= IF ( Or (

More than 1 conversion , Bounce Rate < 50% ) ,


= IF ( Or (

More than 1 conversion , Bounce Rate < 50% ) , Remarket ,


= IF ( Or (

More than 1 conversion , Bounce Rate < 50% ) , Remarket , Don’t Remarket )


= IF ( Or (

C2 > 1 , D2 < 0.5 ) ,


= IF ( Or (

C2 > 1 , D2 < 0.5 ) , “Yes” ,


= IF ( Or (

C2 > 1 , D2 < 0.5 ) , “Yes” , “No” )


HOW IT LOOKS IN EXCEL



OKAY, HOW ABOUT STRICTER CRITERIA?


IF AND U


= IF ( AND (


= IF ( AND (

More than 1 conversion , Bounce Rate < 50% ) ,


= IF ( AND (

More than 1 conversion , Bounce Rate < 50% ) , Remarket , Don’t Remarket )


= IF ( AND (

C2 > 1 , D2 < 0.5 ) ,


= IF ( AND (

C2 > 1 , D2 < 0.5 ) , “Yes” , “No” )



ANOTHER BENEFIT OF CONDITIONAL LOGIC


AVOIDING CHAOS


FRICTIONLESS CLARITY


FRICTIONLESS CLARITY ABSENCE OF SLOPPINESS


FRICTIONLESS CLARITY ABSENCE OF SLOPPINESS BUILDING TRUST


TAKE ANY ERRORS


IF ERROR IS NA IS BLANK SUM IF COUNT IF


CLEAN THEM UP!


APPLY & EXTEND


THIS LOOKS GREAT


NOT EVERY PLATFORM PLAYS NICELY BUT THEY ALL EXPORT TO EXCEL!


NOT EVERY PLATFORM PLAYS NICELY WHAT IF YOU’RE NOT PREPARED?



LET’S TACKLE A BUSINESS QUESTION


When does seasonality hurt or help my website?


CHECK THE DATA!




PIVOT THE DATA


DOESN’T LOOK SEASONAL…

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

January February March April May June July August September October November December

Avg. Sessions MOM Avg. Conversions MOM


TIME FOR LOGIC / MAGIC!!!


LOGIC FOR Q1, Q2, ETC.



PIVOT THE DATA


-50%

0%

50%

100%

150%

Q1 Q2 Q3 Q4

Avg. Conversions by Quarter

-4%

-2%

0%

2%

4%

6%

8%

10%

12%

Q1 Q2 Q3 Q4

Avg. Sessions by Quarter

MUCH MORE CONSISTENT


LABEL GOOD VS. BAD


LABEL GOOD VS. BAD


LABEL GOOD VS. BAD


SEE YOU AT THE NEXT #SMX

THANK YOU!

Marketing

The Magic of Conditional Logic In Excel By Tim Gillman