Engage Data Studio - Aggregates

Sum — Sum of all elements

Cumulative Sum

Average — sum / count

Median — value of the middle element when sorting all elements from small to large

Count — record count of this value. A value maybe counted multiple times, when occurring multiple times

Distinct Count — distinct count of this unique values. Similar values are only counted once

Standard Deviation — measures the size of variation or dispersion from the mean. A low standard deviation indicates that the data points tend to be very close to the mean. A high standard deviation indicates that the data points are spread over a large range of values.

Interpretation: The standard deviation calculates the average difference of each value of the set, compared to the mean of the set.

For example, each of the three populations {0, 0, 14, 14}, {0, 6, 8, 14} and {6, 6, 8, 8} has a mean of 7. Their standard deviations are 7, 5, and 1, respectively. The third population has a much smaller standard deviation than the other two because its values are all close to 7. It will have the same units as the data points themselves.

Formula:

Rate — allows to make rates or weighted averages. Widely used rates in digital marketing:

  • Delivery rate = # delivered messages / # sent messages Shows the quality of your e-mail addresses
  • Open rate = # unique views (= # users that viewed) / # delivered messages Shows the interest to your company and your subject line
  • Click rate = # unique clicks (= # users that clicked) / # delivered messages Shows the overall success of a link
  • Click-To-Open rate (CTO) = # unique clicks / # unique views Shows the quality of your message. People took time to open their mail, CTO measures the quality of your message and so the success of your segmentation.

Hint: it is best practice to use CTO rate instead of a click rate. It follows the natural funnel. A click rate displays the clicks over the number of deliveries. A low click rate does not reveal if a person did not click because they did not open the message or did not like the content.