Making data sexy: Data Visualization for Digital Marketing
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MashMetricsSuivre
18 Oct 2016•0 j'aime•406 vues
Making data sexy: Data Visualization for Digital Marketing
18 Oct 2016•0 j'aime•406 vues
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Are your stakeholders falling asleep while you explain your monthly reports? Are you having a hard time separating metrics from insights? Do your Excel charts look like they are from the 80's? This deck will explain some of the key pitfalls to a boring data presentation. We walk through a real-life Digital Marketing example of Google Analytics data and other insights to help you along your data-driven journey.
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Making data sexy: Data Visualization for Digital Marketing
- 1. - GA Implementation - Report Makeovers - Insight Reports - Implementation and Strategy - Data Visualization Consultant - Real-time data streams Thomas Bosilevac thomas@mashmetrics.com www.mashmetrics.com
- 2. FACTS TO INSIGHT: MAKING DATA SEXY
- 5. How is our website performing?
- 6. How is our website performing? Is our marketing working?
- 7. How is our website performing? Is our marketing working? How many hits do we get?
- 9. What was our performance last month when we launched the new TV ad?
- 10. Should we spend on Conversion Optimization or Awareness Marketing? What was our performance last month when we launched the new TV ad?
- 12. 1,456 Visits
- 13. 1,456 Visits
- 14. 1,456 Visits
- 15. 1,456 Visits
- 17. Few Answers
- 18. Few Answers
- 19. Few Answers
- 20. Few Answers
- 21. 00
- 22. Icons for marketing, tech, create. NOT data • Our Jobs are multi
- 23. Icons for marketing, tech, create. NOT data • Our Jobs are multi
- 24. Icons for marketing, tech, create. NOT data • Our Jobs are multi
- 25. Icons for marketing, tech, create. NOT data • Our Jobs are multi
- 26. Icons for marketing, tech, create. NOT data • Our Jobs are multi
- 27. A week in the life of an analyst How can we decrease our marketing spend … …and increase our sales?
- 28. A week in the life of an analyst
- 29. A week in the life of an analyst
- 34. WHAT WENT WRONG ???
- 35. 1281736875617897 6546984506985604 9828676298098584 5822450985645893 5098450980965859 0910302099059595 9577253646750506 7890456788457898 0982137765487266 4908560932949686
- 36. 1281736875617897 6546984506985604 9828676298098584 5822450985645893 5098450980965859 0910302099059595 9577253646750506 7890456788457898 0982137765487266 4908560932949686 1281736875617897 6546984506985604 9828676298098584 5822450985645893 5098450980965859 0910302099059595 9577253646750506 7890456788457898 0982137765487266 4908560932949686
- 37. DATA VIZ MATTERS !!!
- 38. Measure and Mix
- 39. Analyze for insights
- 40. Show and tell
- 41. How to move forward
- 42. Measure and Mix
- 43. Lead Generation
- 44. Content Website
- 45. eCommerce Website
- 46. Tools of the mixing trade
- 47. Tools of the mixing trade https://developers.google.com/analytics/solutions/google- analytics-spreadsheet-add-on#introduction
- 48. Tools of the mixing trade
- 49. Analyze for insights
- 53. AWARENESS CONVERSIONLOYALTY ENGAGEMENT
- 54. AWARENESS Introducing your brand • VOLUME • AUDIENCE • EFFICIENCTY
- 55. ENGAGEMENTEngaging your Audience • ENAGEMENT • RETENTION • PRODUCT
- 56. Purchase Point • CONVERSIONS • DROP-OFF • AVG ORDER SIZE CONVERSION
- 57. Retention and Referral • RETURN • REFERRALS • POSITIVE REMARKS RETAIN
- 58. Show and tellShow and tell
- 59. Common Mistakes to Avoid
- 60. # 1 Use Ratios, not Counts
- 61. # 1 Use Ratios, not Counts 150,000 Total Visits 20% Total Visits 1,200 Purchases .8% Conversion Rate
- 62. # 1 Use Ratios not Counts 150,000 Total Visits 20% Total Visits 1,200 Purchases .8% Conversion Rate $12K Cost $10 CPL
- 64. # 1 Use Ratios not Counts
- 65. # 2 Walking Through the Report
- 66. # 2 Cramming one slide
- 67. # 3 Choosing the Right Chart
- 69. DATA VIZ MAKEOVER TIME!!!!
- 70. Turn multiple reports…
- 71. - 50,000 100,000 150,000 200,000 250,000 300,000 BingOrganic Search TwitterPaid Social FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search 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
- 72. 0% 10% 20% 30% 40% 50% 60% 70% BingOrganic Search TwitterPaid Social FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search % Total Visits 0% 5% 10% 15% 20% Conversion Rate $- $10.00 $20.00 $30.00 $40.00 CPLQ2 Visits / Conversion / CPL Usage of Ratios
- 73. 0% 10% 20% 30% 40% 50% 60% 70% BingOrganic Search TwitterPaid Social FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search % Total Visits 0% 5% 10% 15% 20% Conversion Rate $- $10.00 $20.00 $30.00 $40.00 CPLQ2 Visits / Conversion / CPL Highlight the Insight
- 74. 0% 80% BingOrganic Search TwitterPaid Social FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search % Total Visits 0% 10% 20% Conversion Rate $- $40.00 CPLQ2 Visits / Conversion / CPL Clean up the Noise
- 75. 0% 80% BingOrganic Search TwitterPaid Social FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search % Total Visits 0% 10% 20% Conversion Rate $- $40.00 CPL Increasing weekly emails by 15% can increase sales by 10% with less than $1000 investment. Title the Insight
- 77. How to move forward
- 78. How to move forward From an insight From a report
- 79. From an insight • Involve the entire team
- 80. From an insight • Involve the entire team • Solidify Roles
- 81. From an insight • Involve the entire team • Solidify Roles • Test, Test, Test
- 82. How to move forward But how can we send more emails without spamming?
- 83. How to move forward We have weather data remember? Lets send emails out to customers where it is about to rain!
- 84. The Dreaded Dashboard!
- 86. Excessive Noise
- 87. Non Comparative Axis
- 88. Dual Axis
- 89. Overused Labels
- 90. No apparent insight
- 91. # 1 What is biz question? What are the sales trends month over month? Are we staying on target?
- 92. # 2 Use ratios not Counts
- 93. # 3 Simplify Charts
- 94. Consistent Axis for comparison No need for dual date display
- 95. Data Callouts to highlight insight Labels shown once
- 96. Attention Grabbing Title Performance Markers
- 99. From a report • Title with an insight
- 100. From a report • Title with an insight • Don’t ask what metrics people need
- 101. From a report • Title with an insight • Don’t ask what metrics people need • Show by week where available
- 102. 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
- 103. Measure and Mix Analyze for insights Show and tellHow to move forward
- 104. 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
- 105. Analyze for insights • Pay attention to the intention of your marketing • Don’t concentrate on pure sales funnel • Split metrics in to four key areas
- 106. Show and tell • Use ratios and not counts • Don’t walk through your work • Don’t “cram” into one slide • Leave out unnecessary noise
- 107. 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
- 108. - GA Implementation - Report Makeovers - Insight Reports - Implementation and Strategy - Data Visualization Consultant - Real-time data streams Thomas Bosilevac thomas@mashmetrics.com www.mashmetrics.com
Notes de l'éditeur
- Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?
- Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?
- Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?
- Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?
- Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?