Communicating Effectively With Data

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SME-U Workshop: Communicating Effectively With Data Scott Mowery Director, Digital Marketing Cleveland Clinic @scottmowery

Transcript of Communicating Effectively With Data

Page 1: Communicating Effectively With Data

SME-U Workshop:

Communicating Effectively With Data

Scott Mowery

Director, Digital Marketing

Cleveland Clinic

@scottmowery

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

THAT WOULD BE GREATTHAT WOULD BE GREAT

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What Drives

Your Business?

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Know Your

Audience

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Is Your Presentation

a Report or a Story?

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

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Simplify Your Message

• The appendix is your friend

• Don’t drag people through the data

• Avoid buzzwords & acronyms

• Boil information down to key insights

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“I would have

written a short

letter, but I didn’t

have the time.”

-- Mark Twain

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Probe for Questions

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Data Visualization

Do’s and Don’ts

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Poor

Data-Ink

Ratio

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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

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Most Popular Superheroes

0

100

200

300

400

500

Batman Spider-Man Superman Hulk Hawkeye

Source: ComicGeeks.com

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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

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Smooth Out

the Trendlines

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2015 Organic Search Visits

0

20,000

40,000

60,000

80,000

100,000

120,000

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2015 Weekly SEO Visits

0

100,000

200,000

300,000

400,000

500,000

600,000

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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

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Skip the 3-D

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Sales by Department (Millions)

Q1

Q2

Q3

Q4

0

1

2

3

4

5

ApparelToys

ElectronicsSportingGoods

Q1 Q2 Q3 Q4

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Sales by Department (Millions)

0

1

2

3

4

5

6

Q1 Q2 Q3 Q4

Apparel Toys Electronics Sporting Goods

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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

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December Traffic Share

Google

Bing

Yahoo

Facebook

About.com

Outbrain

Email

Pinterest

39%

35%

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December Traffic Share(Millions of Visits)

0

10

20

30

40

50

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Pie Charts are Evil

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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

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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

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2016 Advertising Budget

32%

20%15%

10%

6%

5%

12%

Paid Search

Display

SEO

Email

Social Media

Webcasts

Other

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2016 Republican Race

Back Trump49%

Back Carson

33%

Back Kasich

22%

Back Christie

17%

Back Paul21%

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2016 Republican Race

17%

21%

22%

33%

49%

Christie

Paul

Kasich

Carson

Trump

0% 20% 40% 60%

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Using the Wrong

Chart Type

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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

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http://bit.ly/chooseachart

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http://bit.ly/chooseaslide

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Failure to Annotate

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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)

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Put Data in Context

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Never Show a Metric By Itself

Q4 Web Traffic Summary

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Context = Clarity

Q4 vs. Q3 Web Traffic Summary

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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

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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%

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Compare

Apples to Apples

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Top Online Traffic Sources

0

20

40

60

80

100

SearchEngines

Banner Ads Mobile Users Facebook

Th

ou

san

ds

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Don’t Create an

Eye Chart

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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)

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

ONE MORE TIME – I DARE YOU!

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Understand

Statistical

Significance

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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

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0

20,000

40,000

60,000

80,000

100,000

120,000

Jan Feb Mar Apr May Jun Jul

Same Scores, Full Axis

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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

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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?

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