Annie Cushing

I'm a Senior SEO at SEER Interactive, an Internet marketing agency in Philadelphia. My areas of focus are SEO, analytics, and data collection and analysis. My claim to fame is I make data sexy — and teach other marketers how to do the same.

Analytics & Conversion

Dashboard Series: Update An Entire Excel Dashboard With One Radio Button

In this month’s installment of my Excel dashboard series, I’m going to show you a trick that will give you the ability to control an entire dashboard with one menu — in this example, a radio button menu. For my example, I’ve put “months” in the menu at the top of the dashboard, but you […]

Analytics & Conversion

Dashboard Series: Creating Combination Charts In Excel

I’m starting a series on dashboards because I think creating sexy dashboards is a critical skill every marketer needs to know. It’s going to be a long series — but by the time we’re finished, you’ll be able to create dashboards that excel in both form and function. (Editor’s note: This popular series continues on […]

Analytics & Conversion

5 Excel Skills Every Marketer Should Know

One question I get asked a lot is this: what Excel skills are most important for marketers to learn? I have whittled that interminable list down to five skills that I believe are absolutely essential for marketers to know, presented below in order of importance. Table Formatting I believe that table formatting is the baseline […]

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Deduplicate Your Google Analytics Reports in Excel

One of the steps in my last post on finding 404 pages worth saving involved determining if any of your404 pages received traffic in the past year. This can be accomplished by pulling a landing page report and using VLOOKUPs in Excel to see any of your broken pages used to receive traffic. However, Google […]

Analytics & Conversion

A Data-Centric Approach To Identifying 404 Pages Worth Saving

A critical part of doing a site or link audit is checking to see how many 404 (page not found) pages there are in a site. I can’t tell you how many times I’ve seen an audit that lists the total number of 404 pages and advises developers to find appropriate pages to redirect these […]

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How To Get Full Referral & Content URLs From Google Analytics

While cruising through the standard reports in Google Analytics (GA), you may have noticed that you can only get URIs (the part of the URL that follows the domain, AKA hostname). You can’t get the full URLs. That can be pretty unhelpful. So, I’m going to show you some tricks to pull full URLs into […]

Analytics & Conversion

A Foolproof Approach To Writing Complex Excel Formulas

There comes a time in a marketer’s life when making pretty charts with a predefined dataset just doesn’t cut it. And finding the sum and average of a column of data just doesn’t satisfy you anymore. Eventually — and it’s really inevitable — you will actually have to dive deep into the data and cull […]

Analytics & Conversion

Advanced Filters: Excel’s Amazing Alternative To Regex

One thing I’ve never understood about Excel is why it doesn’t support regular expressions (which the cool kids call regex). Regex allows you to do advanced sorting and filtering. The SeoTools plugin for Excel supports regex, but it — like most cool resources for Excel — is PC-swim only. For those of us red-headed stepchildren Mac […]

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How To Make Google Analytics Talk To Excel, In Plain English

I’m spoiled now. I rarely go into the Google Analytics (GA) interface anymore. You know why? There are cool Excel plugins that will pull your data right into Excel. Of course, most of them are PC-swim only. Sorry, Mac users. I’m going to be testing out the only one I know of for Mac, but […]

Analytics & Conversion

How To Use Macros You Find Online In 6 Easy Steps

Have you ever done a search to find out how to do something in Excel, just to find the search results littered with macro options? I used to avoid those results like the plague because I found macros (at least those beyond what I could create with the Macros Recorder) really intimidating. And I’m writing […]

Analytics & Conversion

10 Simple Tips To Make Your Excel Charts Sexier

Having covered all the basics of how to make tabular data tell a story using custom cell formatting and conditional formatting for both static tables and pivot tables, we’re now going to jump into the really fun stuff: charting data out in Excel. I’m not going to cover the basics of creating charts in this […]

Analytics & Conversion

How To Go Picasso On Your Data With Conditional Formatting

Anyone who knows me knows I’m not a fan of tabular data (data in tables). If you want your data to be persuasive, it needs to be visual. However, when you’re dealing with large data sets that’s not always feasible. For example, when I’m dealing with data from webmaster tools or Screaming Frog, there’s just […]

Analytics & Conversion

Easy To Advanced Uses Of Cell Formatting In Excel

In my post on table formatting, I demonstrated how to transform your static data into a simple yet sexy database in a matter of seconds. If you don’t know how to use table formatting, go read that post and then come back. Otherwise, your data will look like one of those housewives who goes to […]

Analytics & Conversion

How To Manage Big Data With Pivot Tables

Big data is all the rage right now. If you search Google News for the term, there are 53,500 thousand results. And that’s just the news. Most of us in Internet marketing aren’t truly working with big data, in the truest sense of the word. However, when we’re investigating things like the competitive landscape for […]

Analytics & Conversion

A Marketer’s Guide To Table Formatting In Excel

If there’s one task most marketers share — whether their focus is SEO, paid search, or social media — it’s collecting and interpreting data. Being able to slice and dice the data to find actionable insights is key to effective analysis. Yet, one of the biggest mistakes marketers make is trying to wrangle static data […]

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