SME-U Workshop:

Communicating Effectively With Data

Scott Mowery

Director, Digital Marketing

Cleveland Clinic

@scottmowery

CAN YOU RUN SOME NUMBERS?CAN YOU RUN SOME NUMBERS?

THAT WOULD BE GREATTHAT WOULD BE GREAT

What Drives

Your Business?

Know Your

Audience

Is Your Presentation

a Report or a Story?

“Make it simple, but significant.”-- Don Draper

Simplify Your Message

• The appendix is your friend

• Don’t drag people through the data

• Avoid buzzwords & acronyms

• Boil information down to key insights

“I would have

written a short

letter, but I didn’t

have the time.”

-- Mark Twain

Probe for Questions

Data Visualization

Do’s and Don’ts

Poor

Data-Ink

Ratio

Most Popular Superheroes

425

350

245

100

50

0

50

100

150

200

250

300

350

400

450

500

Batman Spider-Man Superman Hulk Hawkeye

Source: ComicGeeks.com

Most Popular Superheroes

0

100

200

300

400

500

Batman Spider-Man Superman Hulk Hawkeye

Source: ComicGeeks.com

Improving the Data-Ink Ratio

• Eliminate all

unnecessary

non-data pixels

Reduce Non-Data Pixels

• De-emphasize and

regularize the remaining

non-data pixels

• Eliminate all

unnecessary

data pixels

Enhance the Data Pixels

• Highlight the most

important remaining

data pixels

Smooth Out

the Trendlines

2015 Organic Search Visits

0

20,000

40,000

60,000

80,000

100,000

120,000

2015 Weekly SEO Visits

0

100,000

200,000

300,000

400,000

500,000

600,000

2015 SEO Visits

0.0

0.5

1.0

1.5

2.0

2.5

J F M A M J J A S O N D

Millions

Skip the 3-D

Sales by Department (Millions)

Q1

Q2

Q3

Q4

0

1

2

3

4

5

ApparelToys

ElectronicsSportingGoods

Q1 Q2 Q3 Q4

Sales by Department (Millions)

0

1

2

3

4

5

6

Q1 Q2 Q3 Q4

Apparel Toys Electronics Sporting Goods

Sales by Department (Millions)

4.32.4 2.0

3.2

2.54.4

2.0

2.5

3.51.8

3.0

3.1

4.5

2.8 5.0

4.2

0

4

8

12

16

Q1 Q2 Q3 Q4

Apparel Toys Electronics Sporting Goods

14.8

11.4 12.013.0

December Traffic Share

Google

Bing

Yahoo

Facebook

About.com

Outbrain

Email

Pinterest

39%

35%

December Traffic Share(Millions of Visits)

0

10

20

30

40

50

Pie Charts are Evil

2015 Marketing Budget

50%

20%

11%

10%

3%2%2%1%1%0% Lead Gen Digital

Local Advertising

National MD Pubs

Market Expansion Support

Consumer Digital & Social

Consumer Events & Outreach

MD Events & Outreach

Physician Digital & Social

Consumer DM & Reconnect

Collateral, freelance, etc.

Paid Search

2016 Advertising Budget

32%

20%15%

10%

6%

5%

3%

3%2% 2% 1% 1%

Paid Search

Display

SEO

Email

Social Media

Webcasts

TV Ads

Newpaper

Video Ads

Billboards

Direct Mail

Podcasts

2016 Advertising Budget

32%

20%15%

10%

6%

5%

12%

Paid Search

Display

SEO

Email

Social Media

Webcasts

Other

2016 Republican Race

Back Trump49%

Back Carson

33%

Back Kasich

22%

Back Christie

17%

Back Paul21%

2016 Republican Race

17%

21%

22%

33%

49%

Christie

Paul

Kasich

Carson

Trump

0% 20% 40% 60%

Using the Wrong

Chart Type

0

5,000

10,000

15,000

20,000

25,000

Avg. # ofSessions

SymptomSearches

SymptomsViewed

AddedPolicies

AccountsCreated

No Messages Engagement Messaging

Benefits of Engagement Messaging

Sessions

http://bit.ly/chooseachart

http://bit.ly/chooseaslide

Failure to Annotate

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Daily Sessions – Last 30 DaysSent End of Year

Savings Email

(4.4K Sessions)

Put Data in Context

Never Show a Metric By Itself

Q4 Web Traffic Summary

Context = Clarity

Q4 vs. Q3 Web Traffic Summary

Avoid Top 10 Lists

Top Guides - December

Guide Downloads

Atrial Fibrillation 450

Knee Pain 350

Pericarditis 300

Arthritis 220

Epilepsy 135

Prostate Cancer 114

Hernia 101

Hip Pain 98

Thyroid 56

Breast Cancer 35

Focus on What’s Changed

Guide Downloads With

Most Improvement MOM

Guide Downloads Δ%

Atrial Fibrillation 450 185%

Hip Pain 98 121%

Epilepsy 135 14%

Arthritis 220 11%

Prostate Cancer 114 10%

Thyroid 56 8%

Knee Pain 300 5%

Pericarditis 350 4%

Hernia 101 1%

Breast Cancer 35 -47%

Compare

Apples to Apples

Top Online Traffic Sources

0

20

40

60

80

100

SearchEngines

Banner Ads Mobile Users Facebook

Th

ou

san

ds

Don’t Create an

Eye Chart

2014 ResultsMarketing

ObjectiveStrategies Tactics Goals Results

Support and sustain

position as leading

national digestive

program

• Maintain consistent and meaningful

contact with national

gastroenterologists

• Focus on impactful mediums such as

electronic and print

• Leverage enterprise web and social

media platforms

• Consult QD

• Digest This

• eDigest

• Twitter

• Physician fact

reel

• CQD 100,000

• 2,000 emails

(25%)

• 10 MD’s active

on Twitter

• CQD: 89,000

• 1,987 emails (thru Sept)

• 13 MD’s on

Twitter

Drive patient volume • Target online treatment seekers

• Data mine for potential colonoscopy

and mammography patients

• PPC

• Web chats

• Risk

assessment

• Colonoscopy/

Breast DM

• PPC: 115 new

nat pts. & 310

new local pts.

• DM: 1,800

reactivated pts

• PPC: 159 nat

pts & 254

local pts (thru

Aug)

• DM TBD (Nov

first mailing)

Protect and defend

local market position

• Consolidate advertising messages to

stand out in the market

• Leverage attention around national

Breast and Colon Awareness months

• Provide regional physicians as experts

• Web optimization

• DDI TV, cancer

TV

• Advertising

• Social

• Video assets

• Collateral

• Awareness

month

engagement

• 1,412 colon

risk assmts;

105 pts in

2015 (thru June)

Support priority

programs• Focus on key growth areas: Bariatrics,

Hernia Center, Transplant

• Bariatrics

Digital

Advertising

• Hernia DM

• 300 Hernia

referrals

• 3.5% seminar

registration

conversion

• TBD (Nov

mailing)

CAN YOU RUN SOME NUMBERS?SAY “THIS MAY BE HARD TO READ”

ONE MORE TIME – I DARE YOU!

Understand

Statistical

Significance

90,000

91,000

92,000

93,000

94,000

95,000

96,000

97,000

98,000

Jan Feb Mar Apr May Jun Jul

My Pac-Man High Score

0

20,000

40,000

60,000

80,000

100,000

120,000

Jan Feb Mar Apr May Jun Jul

Same Scores, Full Axis

10 Data Visualization Tips

• Watch the Data-Ink Ratio

• Smooth the Trendlines

• Skip the 3-D

• Pie Charts are Evil

• Choose the Right Chart

• Annotate the Insights

• Put Data in Context

• Compare Apples to Apples

• Don’t Create Eye Charts

• Understand Statistical Significance

Checklist for Reporting Data

• Are things laid out logically?

• Can you see multiple strands to the

story and pick out relevant strands?

• Is there extraneous data to be removed?

• Is the main point being made clearly?

Download This Presentation:

bit.ly/smemowery160112

mowerys@ccf.org

@scottmowery

https://www.linkedin.com/in/scottmowery

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