Measuring What Matters - Building Valuable, Effective & Efficient Reporting
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Transcript of Measuring What Matters - Building Valuable, Effective & Efficient Reporting
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@RickGalan #SLCSEM @RickGalan #SLCSEM
MEASURING WHAT MATTERS BUILDING VALUABLE, EFFECTIVE AND EFFICIENT REPORTING
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@RickGalan #SLCSEM @RickGalan #SLCSEM
#SLCSEM Rick Galán
Director of Digital Marketing at Blendtec @RickGalan
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@RickGalan #SLCSEM @RickGalan #SLCSEM
YAY REPORTING!
A truly transferable skill between roles, jobs or
even careers.
Your job is not what you do. Your job is the results of what you do.
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@RickGalan #SLCSEM @RickGalan #SLCSEM
Building Valuable Reporting Reporting For You 1
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@RickGalan #SLCSEM @RickGalan #SLCSEM
REPORTING FOR YOU IS IMPORTANT!!
◉ Establish your own baselines and measures that you use to monitor performance of your programs
◉ Build regular and structured reporting to review and evaluate that performance
Checklist Pattern Foundation
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@RickGalan #SLCSEM
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@RickGalan #SLCSEM
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@RickGalan #SLCSEM @RickGalan #SLCSEM
The data you collect here should serve as the basis for reporting for THEM.
ASK YOURSELF…
What actions do I need to take to make my programs successful?
How can I measure how efficient those actions are?
What do I need to monitor to make sure my programs are running to plan?
Automate what you can, but stay close to the data.
KPIs should include measures of both scale and efficiency
A FEW THINGS TO KEEP IN MIND…
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@RickGalan #SLCSEM @RickGalan #SLCSEM
Building Valuable Reporting Reporting For Them 2
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@RickGalan #SLCSEM @RickGalan #SLCSEM
REPORTING IS 100% ABOUT RELATIONSHIPS
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@RickGalan #SLCSEM @RickGalan #SLCSEM
HEALTHY WORKING RELATIONSHIPS ARE BASED ON 3 KEYS
Mutual Benefit
◉ You have to provide value to each other
◉ Both parties need to understand that value
◉ It can’t be completely one-sided
Ownership
◉ The lines between you must be clearly drawn and understood
◉ There must be trust in the other parties’ ownership of their responsibilities
Process
◉ The way you work together needs to be defined
◉ Systems put in place to ensure both parties are benefitting
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@RickGalan #SLCSEM @RickGalan #SLCSEM
THE RELATIONSHIP BETWEEN YOU AND YOUR BOSS IS UP TO YOU TO MAINTAIN
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@RickGalan #SLCSEM @RickGalan #SLCSEM
MUTUAL BENEFIT
How you benefit should be fairly clear. A job, pay, increased
resources, etc.
It’s up to you to make sure you understand what success looks like, and align to it.
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@RickGalan #SLCSEM @RickGalan #SLCSEM
THE METRICS YOU THINK MATTER, DON’T.
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@RickGalan #SLCSEM @RickGalan #SLCSEM
TACTICS TO ALIGN WITH YOUR BOSS
◉ Discuss their goals ◉ Look for the KPIs that are already measured & discussed ◉ Talk to other direct reports and managers ◉ Get examples of existing reports ◉ Look for “sacred cows” ◉ Build a theory on what they want to see, and communicate
it back!
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@RickGalan #SLCSEM
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@RickGalan #SLCSEM @RickGalan #SLCSEM
OWNERSHIP & TRUST COMES FROM MAKING PROMISES… AND SEEING THEM THROUGH
• Gather some history on the data you’ve discussed and confirmed as important
• Set a meeting to discuss the program to date, in terms of this new understanding of the metrics
• Start by showing them the position they are in by emphasizing what’s going well, and how you are going to build from there – using the metrics they care about
• Make promises!
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@RickGalan #SLCSEM @RickGalan #SLCSEM
REPORTING IS THE PROCESS BY WHICH YOU DEMONSTRATE OWNERSHIP IN TERMS
OF MUTUAL BENEFIT
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@RickGalan #SLCSEM @RickGalan #SLCSEM
Building Effective Reporting Designing the product 3
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@RickGalan #SLCSEM @RickGalan #SLCSEM
BUILD REPORTS LIKE YOU ARE BUILDING A PRODUCT
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@RickGalan #SLCSEM
JESSE JAMES GARRETT THE ELEMENTS OF USER EXPERIENCE http://jjg.net/elements
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@RickGalan #SLCSEM
• What is the purpose of the report? • Who is this for? What do they care about? • What do they want? What do you want? • How will the data be used?
STRATEGY
• What features or content does it need? • How often does it need to be pulled? • What data sources are necessary? • What can be automated? What can’t?
SCOPE
• How do all the data and features fit together? • How can the data be combined to get to the right metrics? • How can this be automated?
STRUCTURE
• What views of the data will we need? • What timelines, trends, graphs, images, etc.? • How do these views satisfy the needs of the user?
SKELETON
• How can we make it look awesome? • What actions can it drive? • What visualizations would help, and how? • What context do I need to provide?
SURFACE
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@RickGalan #SLCSEM @RickGalan #SLCSEM
AN EFFECTIVE REPORT IS ONE THAT ACCOMPLISHES GOALS
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@RickGalan #SLCSEM
“
@RickGalan #SLCSEM
You have to make every single detail perfect, and you have to limit the number of details... if you are paying attention to the smallest things,
while knowing what's important, then everything else takes care of itself.
JACK DORSEY TWITTER COFOUNDER FOUNDER & CEO OF SQUARE
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@RickGalan #SLCSEM @RickGalan #SLCSEM
START SMALL, ITERATE AND ADD FEATURES AS YOU GO
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@RickGalan #SLCSEM @RickGalan #SLCSEM
ALWAYS INCLUDE COMMENTARY AND CONTEXT
Never send a report without analysis. Show your value.
Be prepared to answer “why?” up to 5 times on any dataset you send.
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@RickGalan #SLCSEM @RickGalan #SLCSEM
Building Efficient Reporting Fast and light 4
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@RickGalan #SLCSEM @RickGalan #SLCSEM
YOU SHOULD BE SPENDING VERY LITTLE TIME RUNNING REPORTS
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@RickGalan #SLCSEM @RickGalan #SLCSEM
2 PEOPLE, 6 HOURS OF WORK, GIANT FILES, ERRORS GALORE
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@RickGalan #SLCSEM @RickGalan #SLCSEM
1 PERSON, 20 MINUTES OF WORK, FORMATTED FOR EXECUTIVES
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@RickGalan #SLCSEM @RickGalan #SLCSEM
A COUPLE OF QUICK TIPS
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@RickGalan #SLCSEM @RickGalan #SLCSEM
THERE IS A RIGHT WAY AND A WRONG WAY TO BUILD A PIVOT TABLE
◉ Data should be broad on the left, more refined on the right
◉ Columns should only include items you want to “pivot” off
◉ Segments + metrics should never be a column
◉ Never include calculated metrics in your data – only raw numbers
◉ Keep your metrics separated by data source, and in the order you pull them
◉ Create the Pivot using the whole column, not specific cells
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@RickGalan #SLCSEM @RickGalan #SLCSEM
A FEW PIVOT TABLE OPTIONS CAN DRASTICALLY EFFECT FILE SIZE AND PRESENTATION
◉ Check the box “For error values show:” - clean up all the #DIV/0
◉ Turn off “Autofit column widths on update” – Annoying!
◉ Uncheck “Enable show details” – prevent accidental double-click issues
◉ Uncheck “Save source data with file” – it copies your whole data set into the file
◉ Check “Refresh data when opening file” – you’ll never know the difference
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@RickGalan #SLCSEM @RickGalan #SLCSEM
BUILD A REFERENCE TAB SO YOU NEVER HAVE TO MANUALLY FILL IN ANYTHING
A special tab in the spreadsheet to keep data such as ◉ Week / Date mapping ◉ Category Groupings (that
don’t exist in the data) ◉ Budget or goal reference data ◉ Anything you’ll need more
than once!
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@RickGalan #SLCSEM @RickGalan #SLCSEM
A FORMULA TO MASTER THAT WILL CHANGE YOUR LIFE: GETPIVOTDATA
=GETPIVOTDATA(“Data I want from the pivot table”, “Top Left Corner cell of the pivot table”, “Filter 1”, Value 1, “Filter 2”, Value 2) =GETPIVOTDATA(“Impressions”, ‘PIVOT’!$A$1, “Year”, 2015, “Month”, 6)
NEVER CREATE PIVOTCHARTS AGAIN – THEY ARE THE WORST
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@RickGalan #SLCSEM @RickGalan #SLCSEM
SPEND THE TIME TO MAKE PRETTY AND USEFUL CHARTS
Spend the time to get the chart right – it’s the primary UI for your user
◉ Chart Tools > Save as Template
(top left corner) ◉ Now any chart you want to build
can match exactly – just choose that template as your chart type
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@RickGalan #SLCSEM @RickGalan #SLCSEM
THANKS! Any questions?
You can find me at @RickGalan / [email protected]
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@RickGalan #SLCSEM @RickGalan #SLCSEM
CREDITS
◉ Presentation template by SlidesCarnival
◉ Imagery and Icons from SlidesCarnival & Noun Project • thenounproject.com/ahasoft/ • thenounproject.com/megan.sheehan/ • thenounproject.com/DHETTEIX/ • thenounproject.com/creativestall/ • thenounproject.com/kolito/ • thenounproject.com/MisterPixel/