MPB2B Paradise By the Analytics Dashboard Light

TrustInsights.ai :: #MPB2B

Paradise By the (Analytics)

Dashboard LightData Storytelling for B2B Marketers

Christopher S. Penn

Chief Data Scientist

TrustInsights.ai@cspenn @TrustInsights


Our Problem


If you started binge-

watching Netflix 55 million

years ago without

stopping, you’d just be

getting to 1 zettabyte

today.


Complete Inability to Communicate Data Meaningfully


Dashboards

without decisions

are decorations.


Impact


Data Storytelling


Telling Stories With Data


Beginning Middle End

Small Medium Large

Why What How


Dashboards

without decisions

are decorations.


What Happened? So What? Now What?


What Happened? So What? Now What?

25% 25% 50%


A Dashboard Is Not The Only Form of

Story


What storytelling medium works best for your audience?


Telling Stories With Data


Creating Dashboards Is Like Cooking


Decide What You’re Cooking and For Who


There Is No One

Dashboard To Rule

Them All


Team / Division

Ro

le /

Le

ve

l


WHO

WHAT

WHY


Why do you want a dashboard?

As CMO, I can see overall performance so that I can demonstrate marketing’s impact to the board.


Why do you want a dashboard?

As Marketing Manager, I can see the performance of my team so that I can improve individual performance.


Find The Ingredients


Data Governance


Prep


Extract Refine Deliver

Extract Process Visualize


Best for Most Marketers

Best for Complex Companies

Best for Integrated AI / Data Science


Cook


Test Kitchen


Dashboards

without decisions

are decorations.


Roll Out Your Recipe


6 Ways Your Dashboard Will Fail


Dashboards

without decisions

are decorations.


Effective Dashboards

Clear

•You know what you're looking at

Clean

•Well-labeled and documented

Complete

•Conveys all the necessary information

Concise

•Conveys only the necessary information

Cited

•Underlying data sources, methodology, and authorship available

Conclusive

•Conveys your next steps/course of action

The 6C Framework for Effective Data Visualization


Comparison

Distribution

Composition

Relationship


Comparison : What could we improve?


Distribution : What’s unusual or outlying?


Relationship : How are things related to each other?


Composition : How much of any one thing is there?


Comparison : What could we improve?

Distribution : What’s unusual or outlying?

Relationship : How are things related to each other?

Composition : How much of any one thing is there?



Clear


Clean


Complete


Concise


Cited


Conclusive




LOOKS COOL

TrustInsights.ai :: #MPB2BPhoto Credit: Robyn Haddow


Cleaner Dashboards = Faster Decisions


Photo Credit: Web Summit 2015 / Wikimedia Commons


KPI: A number for which

you will get a bonus or

fired.


Google Organic

Format

Audio

Video

Text

Frequency

Time of Day

Day of Week

Topic

Parent

Keywords

Content Quality

Subject

Production

KPI MAPPING



Clear


Clean


Complete


Concise


Cited


Conclusive



TrustInsights.ai :: #MPB2BPhoto Credit: Robyn Haddow



Clear


Clean


Complete


Concise


Cited


Conclusive




Dashboards

without decisions

are decorations.


Ask me anything* at the

Post-Presentation Huddle!

WhereCanIGetTheSlides.com

[email protected]

This is my card. Save a tree, take a photo.

*within the boundaries of etiquette, protocol, and professionalism

MPB2B Paradise By the Analytics Dashboard Light

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