Making data sexy: Data Visualization for Digital Marketing

- GA Implementation- Report Makeovers- Insight Reports

- Implementation and Strategy- Data Visualization Consultant- Real-time data streams

Thomas [email protected]

FACTS TO INSIGHT:MAKING DATA SEXY

100’s of BAD Questions

100s of BAD Questions

How is our website performing?



Is our marketing working?



Is our marketing working?

How many hits do we get?

100s of GOOD Questions

100s of GOOD Questions

What was our performance last month when we launched the new TV ad?

100s of GOOD QuestionsShould we spend on Conversion Optimization or Awareness Marketing?

What was our performance last month when we launched the new TV ad?

100s of BAD Answers

100s of BAD Answers1,456 Visits

100’s of BAD Answers1,456 Visits

1,456 Visits

100’s of BAD Answers

Few GOOD Answers

Icons for marketing, tech, create. NOT data• Our Jobs are multi

A weekin thelife of

ananalys

t

How can we decrease our marketing spend …

…and increase our sales?

A weekin thelife of

ananalys

t

AND

THEN

!!!

WHAT WENT WRONG

???

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1281736875617897654698450698560498286762980985845822450985645893509845098096585909103020990595959577253646750506789045678845789809821377654872664908560932949686

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DATA VIZ MATTERS

!!!

Measure and Mix

Analyze for insights

Show and tell

How to move forward

Measure and Mix

Lead Generation

Content Website

eCommerce Website

Tools of the mixing trade

Tools of the mixing tradehttps://developers.google.com/analytics/solutions/google-analytics-spreadsheet-add-on#introduction

Tools of the mixing trade

AWARENESS

CONVERSIONLOYALTY

ENGAGEMENT

AWARENESS Introducing your brand• VOLUME• AUDIENCE • EFFICIENCTY

ENGAGEMENTEngaging your Audience• ENAGEMENT • RETENTION • PRODUCT

Purchase Point

• CONVERSIONS• DROP-OFF• AVG ORDER

SIZE CONVERSION

Retention and Referral• RETURN • REFERRALS • POSITIVE

REMARKSRETAIN

Show and tellShow and tell

Common Mistakes to Avoid

# 1 Use Ratios, not Counts

# 1 Use Ratios, not Counts150,000 Total Visits

20% Total Visits1,200 Purchases

.8% Conversion Rate

# 1 Use Ratios not Counts150,000 Total Visits

20% Total Visits1,200 Purchases

.8% Conversion Rate

$12K Cost

$10 CPL

# 1 Use Ratios not Counts

# 2 Walking Through the Report

# 2 Cramming one slide

# 3 Choosing the Right Chart

DATA VIZ MAKEOVER

TIME!!!!

Turn multiple reports…

Bing\Organic Search

Twitter\Paid Social

Facebook\Paid Social

Bing\Paid Search

Email Customers\Email

Email Engagement\Email

Google\Paid Search

Google\Organic Search

- 50,000 100,000 150,000 200,000 250,000 300,000

Sessions

- 2,000 4,000 6,000 8,000 10,000 12,000

Sales

$- $10,000.00 $20,000.00 $30,000.00 $40,000.00

Cost

Q2 Visits / Sales / Cost

Single Slide of Insight

Bing\Organic Search

Twitter\Paid Social


Bing\Paid Search



Google\Paid Search


0% 10% 20% 30% 40% 50% 60% 70%

% Total Visits

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Conversion Rate

$- $10.00 $20.00 $30.00 $40.00

CPLQ2 Visits / Conversion / CPLUsage of Ratios

Bing\Organic Search

Twitter\Paid Social


Bing\Paid Search



Google\Paid Search


0% 10% 20% 30% 40% 50% 60% 70%

% Total Visits

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Conversion Rate

$- $10.00 $20.00 $30.00 $40.00

CPLQ2 Visits / Conversion / CPLHighlight the Insight

Bing\Organic Search

Twitter\Paid Social


Bing\Paid Search



Google\Paid Search


0% 20% 40% 60% 80%

% Total Visits

0% 4% 8%12%

16%

Conversion Rate

$-

$20.00

$40.00

CPLQ2 Visits / Conversion / CPLClean up the Noise

Bing\Organic Search

Twitter\Paid Social


Bing\Paid Search



Google\Paid Search


0% 20% 40% 60% 80%

% Total Visits

0% 4% 8%12%

16%

Conversion Rate

$-

$20.00

$40.00

CPL

Increasing weekly emails by 15% can increase sales by 10% with less than $1000 investment.

Title the Insight

How to move forward

How to move forward

From an insight

From a report

From an insight

• Involve the entire team

From an insight

• Involve the entire team• Solidify Roles

From an insight

• Involve the entire team• Solidify Roles• Test, Test, Test

How to move forward

But how can we send more emails without spamming?

How to move forward

We have weather data remember?

Lets send emails out to customers where it is about to rain!

The Dreaded Dashboard!

Excessive Noise

Non Comparative

Axis

Dual Axis

Overused Labels

No apparent insight

# 1 What is biz question?

What are the sales trends month over month?

Are we staying on target?

# 2 Use ratios not Counts

# 3 Simplify Charts

Consistent Axis for comparison

No need for dual date display

Data Callouts to highlight insight

Labels shown once

Attention Grabbing Title Performance

Markers

From a report

• Title with an insight

From a report

• Title with an insight• Don’t ask what metrics people need

From a report

• Title with an insight• Don’t ask what metrics people need• Show by week where available

From a report

• Title with an insight• Don’t ask what metrics people need• Show by week where available• Forget “Everyone” every once in awhile

Measure and Mix Analyze for insights

Show and tellHow to move forward

Measure and Mix

• Use all the data surrounding the business• Find areas to join web customers with offline

customers• Utilize GA Custom Dimensions and Measures• Take advantage of tools to extract, transform,

and present


• Pay attention to the intention of your marketing

• Don’t concentrate on pure sales funnel• Split metrics in to four key areas

Show and tell

• Use ratios and not counts• Don’t walk through your work• Don’t “cram” into one slide• Leave out unnecessary noise

How to move forward

• Title with an insight• Don’t ask what metrics people need• Show by week where available• Forget “Everyone” every once in awhile

- GA Implementation- Report Makeovers- Insight Reports

- Implementation and Strategy- Data Visualization Consultant- Real-time data streams

Thomas [email protected]

Making data sexy: Data Visualization for Digital Marketing

Data & Analytics

Transcript of Making data sexy: Data Visualization for Digital Marketing