Get Their Attention: How to Present Results to Get Results - 2016 MnSearch Summit

How to Present Results to

How to Present Results to GET RESULTS

// PRESENTED BY:Lea Pica, Search DiscoverymnSearch Summit 2016

#mnsummit

You may never approachTHE SAME WAY AGAINhow you present data

CAMPAIGN RESULTS?Can you present some

HARDWorking

Your ExcitingDATA!

RUH-ROH.

Into the dreadedDATA BLACK HOLE

I find that a tremendous amount of good data and insightful analysis goes into the void. I hope to help you change that today.

Get their ATTENTION!

?Why do BAD THINGS happen to good data

Meet your audiencesBRAINHi.

`

You have only8 SECONDSto grab theirATTENTION

Source: John Medina, Brain Rules.

Uh...what was that?

Repetition commits information to LONG-TERM MEMORY.Repetition commits information to LONG-TERM MEMORY.Repetition commits information to LONG-TERM MEMORY.

Hey There.I dont care about what you do all day. Show me how to move my business forwardIn a way I understand quickly and easilyAnd in a way that makes me want to act.PS Gimme a count of hits anyway.

Thats a pretty tall order for us data junkies that just want to create Google Analytics segments and pivot paid search data all day. But, theres no question that data visualization is one of the most important aspects of our jobs, and we need to get back to the basics. I want to briefly touch the impact that poorly presented data can have:

#1: Maintain ATTENTION#2: Be MEMORABLEPRESENTATION GOALS

STAND OUTHelp your data

PRESENTATION

Be Your AUDIENCEUse Your ToolsMaximize DataWISELYABSORPTIONThree Pillars ofEnlightenment

Analyst

LibraryALERT

Handle: @LEAPICAHashtag: #MNSUMMIT

LETS TALK TWITTER

1be your AUDIENCE

BE YOUR AUDIENCE

CAMPAIGN RESULTS?Can you present some

What do I reallyWANT?

Tell me where toMONEY!put my

WHO is attending?

Lets talkTAKEAWAYS

I want to talk about takeaways for a second. I hear this term a lot. The way that makes me feel iseh. Its like a sign I have in my backyard, where nothing really important happened on that spot in 1782.

27

Avinash Kaushik,

28

~ Avinash KaushikAnalysts need to be able to distinguish betweendata and insights.

So, were going to refocus our terminology to insights.

Whats the bigSTORY?

and in your insights, you find your big story. it's always about the story you're trying to tell.

Statement to insight

STATEMENT

Landing Page Test Results.OBSERVATIONLanding Page B had a higher conversion rate.INSIGHT!Landing Page B was a significant winner, likely due to the additional explainer video.

Im on the edge of my seat with this on.e

2use your toolsWISELY

USE YOUR TOOLS WISELY

Dont let yourpresentation DROWN YOU OUT

Stain Video

POWERPOINT!

DOMINATIONPresentation

Used over350 TIMESEVERY SECOND!Source: Businessweek, 2012.(including right now)

DEATH BY POWERPOINT

PEOPLE PROBLEMIts a

We need moreCONTROL

Unload the BULLET POINTS

Truly Bad Slides

Bullet points expose all of your information to the audience at once.

The other issue is showing them all at once is like trench coat flashing.

Let's turn this into more of a striptease. One that is safe for work.

Your Presentation:THE SUPERMARKET

Your Audience:THE CASHIER

Why do we love ourBULLET POINTS?

Your slides are for yourAUDIENCENOT YOU.

Truly Bad Slides

Nancy DuarteSLIDE:OLOGY

Create IDEAS...not slides.

Create IDEAS...

Truly Bad Slides

Idea #1 Idea #2 Idea #3

IDEA #1

IDEA #2

IDEA #3

PULSE CHECK

https://www.dollarphotoclub.com/stock-photo/Isolated%20image%20with%20human%20hand%20shows%20gestures/83334841

Resist theFLUFF

Despicable me unicorn

LOGOS.

BC Company Copyright 2013.And WATERMARKS.And other DOODADS.p. 38

DISTRACTINGFluff is...

Garr Reynolds

PRESENTATION ZEN

DESIGNERDesign like a

7%of presenting professionals with any design trainingSource: ICIA Survey, 2005.

Drawing

A Lea Pica OriginalHammyGavinLeaDrew

Nip the CLIPART!!

Harness the power of

REAL IMAGERY

John MedinaBRAIN RULES

Bookshelf image

Vision is theSTRONGESThuman senseSource: Brain Rules, John Medina.

ImageryRECALLincreases

EMOTIONImages stir

Better photo

Tell theirSTORY

Storytelling activates the...Sensory / CerebellumMotor CortexBrocas areaAuditory cortexOlfactory cortexWernickes areaVisual cortex

Conversion Results80% of mobile search visitors abandoned our lead capture form.This is potentially due to our search landing page not being responsive and it totally sucked.

80%of Mobile Search Visitorsabandoned our landing page!

Why?

The page wasnt responsive as previously thought!

80%of Mobile Search Visitorsabandon our landing page!

1 Use the RIGHT PHOTO2 Use the PHOTO RIGHTTOP PHOTO TIPS

POWER

Imagery isPOWER

Imagery isPOWER

Imagery isPOWER

Why You Should Use Imagery in PresentationsImages are more powerful than text aloneThey have the ability to stir emotion & increase recall

BC Company Copyright 2013.

Imagery isPOWER

Your data isIMAGERY!

3maximize theirDATA ABSORPTION

MAXIMIZE DATA ABSORPTION

VISUALIZATION

Choose the best

CHART CHOOSER

Juice Analytics

Dona M. WongChartSelector

LeaPica.com/ChartChooser

Shorten link

Tw handle

We need to talk about...PIE CHARTS

Pie doneWRONG.

projector

PIE CHARTS?

?This is your brain on

Bar charts can beABUSED TOO

Remove the 3d. Sort the pieces

Lets doDETOX!

This may be one of the most important lessons of the two days, so definitely pay attention.

We're going to use one of the examples I was given. Again, no hard feelings. And remove the extra work that the noise is causing here.

Chart detox


Chart detoxKilling 3-DReduce visual noiseData labellingUniform coloringConversions by Campaign


Chart detoxStrategic coloring

Conversions by Campaign


Dont letEXCEL DECIDEwhat matters toYOUR AUDIENCE

# of CONVERSIONS by CAMPAIGN.Zzzz..Source: Analytics Inc, 2015.


CELL PHONES generated the Most sales volume...Q1 2016 Search Campaign # of ConversionsSource: Analytics Inc, 2015.McKinsey Title


...but our opportunity lies with TV/Home Theater.Q1 2016 Campaign Channel # Conversions vs. Conversion RateSource: Google Adwords, 2015.# of ConversionsConversion Rate


Dona M. Wong

WSJ Guide toINFORMATIONGRAPHICS

Awesome viz reading list

RECAP

Be Your AUDIENCEUse Your ToolsMaximize DataWISELYABSORPTIONThree Pillars

BE YOUR AUDIENCE

Be Your AUDIENCEUse Your ToolsMaximize DataWISELYABSORPTION


USE YOUR TOOLS WISELY


MAXIMIZE DATA ABSORPTION

Side effects may include...

Awesome Presentation BONUS TIPS!Make changes...slowly

OVERWHELMEDTry not to get...

Awesome Presentation BONUS TIPS!Make changes...slowlyTest & refine your presentation approach

TEST & REFINEyour presentation approach

Awesome Presentation BONUS TIPS!Make changes...slowlyTest & refine your presentation approachWatch a TED Talk

Awesome Presentation BONUS TIPS!Make changes...slowlyTest & refine your presentation approachWatch a TED TalkStop & ask yourself

Awesome Presentation BONUS TIPS!Make changes...slowlyTest & refine your presentation approachWatch a TED TalkStop & ask yourselfwould I like this crap?

Awesome Presentation BONUS TIPS!Make changes...slowlyTest & refine your presentation approachWatch a TED TalkStop & ask yourselfwould I like this crap?Try to remember this:

You areYOUR PRESENTATIONnot yourPOWERPOINT

What challenges do you face?

LEARN MORE AT

.com

Facts do notCEASE TO EXISTIGNOREDbecause they are~ Aldous Huxley@LeaPica

VIZ RESPONSIBLY, my friends.

Photo Creditshttp://ipkitten.blogspot.com/2010/05/letter-from-amerikat-i-trade-secrets.htmlhttp://www.flickr.com/photos/maricelius/6979944472/

http://gourmettraveller88.com/2010/03/26/heavenly-banoffee-pie/http://thepatronsaintofpie.com/2010/12/14/flaky-pie-crust-thatll-never-let-you-down/

http://www.guidinginstincts.com/2012/06/meditation-reduces-heart-disease-in.htmliStockPhoto.comID 18477139iStockPhoto.comID 6769769iStockPhoto.comID 6769769

http://girlsfirstcar.files.wordpress.com/2009/09/texting-and-driving1.jpg

http://heidicohen.com/wp-content/uploads/how-to-lose-audience.jpghttp://www.clivir.com/lessons/show/heartburn-vs-heart-attack-symptoms.htmlhttp://4.bp.blogspot.com/-3SWjR-MDc3o/USDprlKKSgI/AAAAAAAADLo/2GeHrz_bRCI/s1600/black-hole.jpgSource: Alfred Eisenstaedthttp://0.tqn.com/d/presentationsoft/1/0/4/U/-/-/powerpoint-splash-screens.pnghttp://class7technology.wikispaces.com/Notes+From+Class+7http://farm7.staticflickr.com/6003/6000468077_e8c6a24b4a_z.jpghttp://2.bp.blogspot.com/-zeh8fVN_BY8/TpRhADOrMBI/AAAAAAAAAb4/DgSN_4kXu1I/s1600/smile_alone.jpg

https://www.flickr.com/photos/imaginecup/7534287902/in/photolist-9ERw2M-cwP8T-9Fndzs-4xKW11-5TB5QS-778Cp-cwPga-ctMciy-6hvK8R-gBRNiN-86HFc6-gjPhx-9nu8md-8Uy8E1-4ps6xv-mdKHUB-5TB893-ctMcoo-7ymPfX-cwPcX-fMmz6-7BAmRY-cwPfi-cwPbi-86HFaa-ctMcCj-7RQGgB-aU8wmi-5TB8gQ-7ymQdt-7RQG8D-5DgdHK-mdKJvg-4Tw5iF-83vC49-mdJVnv-7RTWDu-hviCUZ-cR4fg5-5AUcGP-ctMcxd-29WZe-7aL8qt-9NjRgf-9NjTyj-9Nh6Qp-fxRY3o-fxS9H1-fxBRuB-97KsqX

https://www.flickr.com/photos/i5design/4886682532/in/photolist-6mjLRT-ijukes-4SDvP-5p71c-hzSGna-524C9m-maHAAc-JTerB-8rPwt7-5wEQpL-3BYUuN-kX97d-4rD7Am-4qcx58-aqmPq-4ptCoT-6f9K9W-2PM9c-9PnUBE-i1Qmpw-kd5Ai-aE3jX-4pcA58-3BUxAD-4cvonQ-3bq9rX-3JSDuN-Pew-ojVq7i-8Tn4en-6f9FEW-F8siA-5wdMB5-aPZsVp-cv6JPW-3BYU4L-ZnFR4-xGgET-nKGr7o-8CzTbm-76tw4-7hE76P-grzaj1-feUnYz-3BUyjn-o2VgUz-5j5qeT-6tERHa-6dgbjz-238Z7

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=hF1FU5i_2j2CjM&tbnid=2ys81O6KYjlqTM:&ved=0CAcQjRw&url=http%3A%2F%2Fcommons.wikimedia.org%2Fwiki%2FFile%3ABonnie_Bassler_TED_talk_in_2009.jpg&ei=6GAsVIXZHbHesATfrIKQBQ&bvm=bv.76477589,d.aWw&psig=AFQjCNG5jo2llYpg_EMUMgCl_sdK-_ZM1A&ust=1412280915542270https://www.flickr.com/photos/aigle_dore/7912377858/in/photolist-d4c1gU-jFEkA-5ET75Z-bYbxFj-2yrYH-E4PyJ-5BUwZw-8R7frE-6DkUiH-pmzppF-6TYNf1-aFnMjp-paXK54-6Dr5Rb-8naNA-4eCfzf-7wD5Nx-3eAc3u-dLAaox-a987sg-qpshhA-CKsDJ-3y8tGE-5jKEfG-cbHeQj-iUvnaU-chyZJs-dLo8ZJ-fPYA9C-c7z8J9-4SATgA-2PUKij-cGj5JY-h39SUT-864noJ-dL7cBs-9EVhyB-43ZzqU-aht7Wt-opC5Uc-96nY4V-4jPPx8-cyF33w-beiC44-4v3o9V-3YZ6n-zcwt1

http://heidicohen.com/wp-content/uploads/how-to-lose-audience.jpg

http://farm7.staticflickr.com/6003/6000468077_e8c6a24b4a_z.jpg

https://www.dollarphotoclub.com/stock-photo/Scared%20nerd%20hiding%20behind%20a%20desk/34503861

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=hF1FU5i_2j2CjM&tbnid=2ys81O6KYjlqTM:&ved=0CAcQjRw&url=http%3A%2F%2Fcommons.wikimedia.org%2Fwiki%2FFile%3ABonnie_Bassler_TED_talk_in_2009.jpg&ei=6GAsVIXZHbHesATfrIKQBQ&bvm=bv.76477589,d.aWw&psig=AFQjCNG5jo2llYpg_EMUMgCl_sdK-_ZM1A&ust=1412280915542270

Get Their Attention: How to Present Results to Get Results - 2016 MnSearch Summit

Marketing

Transcript of Get Their Attention: How to Present Results to Get Results - 2016 MnSearch Summit