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The Race to Marketing Mastery

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Recent Books like “Outliers” and “Talent is Overrated” have described a 10,000 hour path of deliberate practice before mastery can be achieved in any field. We will spend one of those hours expanding on the 3x3 framework from last year’s Hero Conference to show how it is actually a pattern of patterns. Through the lens of the 3x3 we will segment performance for the most important object types and prioritize opportunities for various optimization techniques beyond bidding. Together we can refine of our advertising and data storytelling skills faster than our competitors and win the race to marketing mastery.

Publié dans : Marketing, Technologie, Business
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The Race to Marketing Mastery

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Race to Marketing Mastery Chris Haleua | Adobe Product Manager 1
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Background 3
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10,000 Hours to Mastery 6 Years to Mastery ■40 Hours / Week ■52 Weeks / Year Deliberate Practice ■Real risk ■Clear goals ■Immediate feedback http://ppcchat.co/2014/03/personal-growth-pay-click How many of your years have just been repeating the first 6 months?
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Only Constant is Change
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Challenges
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Best of the Best ■210 Billion digital interactions across 6k companies ■Best retailers have twice the conversion rate ■Top financial service companies have half the bounce rate ■Media leaders have 30% more time on site
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MyAnalyticsScore.com
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. People ■ Motivation ■ Autonomy (Time, Technique, Team, Task) ■ Mastery (“Goldilocks tasks”) ■ Purpose (Natural desire to contribute to a greater cause) ■ Extrinsic rewards (Bonuses, Recognition, Promotions)
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Process Data-driven decision making while avoiding analysis paralysis ■Descriptive ■Explanatory ■Diagnostic ■Predictive ■Prescriptive
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Product ■ Budget vs. Unlimited ■ Time Strain vs. Large Team ■ Simplicity vs. Control ■ Flexibility vs. Structure ■ Tradeoffs vs. Individual Terms Choose the appropriate tool for the situation
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Change Frequency Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Manual Rules Portfolio 17
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Change Diversity 50% 25% 10% 5% 0% -5% -10% -25% -50% Rules Manual Portfolio 18 • Manual management can be data-driven in diversity but is almost always sporadic in frequency. • Rules are lopsided in diversity because of simplistic logic but are at least consistent in frequency. • Portfolio algorithms maintain both balanced diversity and consistent frequency.
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Model Accuracy 19 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00% 140.00% 160.00% 180.00% 1 2 3 4 5 6 7 8 9 10 11 12 Accuracy (100%isideal) Portfolio old model new model
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 Segmen t Metric 3x3 Att Micro Weight Pat h
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dashboard Efficiency Volume Manual Management Sync Rules & Portfolio KeywordsNegatives Stakeholder Reports Pacing & Run Rate Validation Forecasts & Simulations Targeting Predictive Modeling
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Ad Testing Budgeting Landing Page Optimization Negatives Match Type Structure
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  29. 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. External ■Intellectual Risk ■Social Risk ■Creative Risk ■Emotional Risk
  30. 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Internal ■S.M.A.R.T goals ■Break Tasks Down ■Quick Feedback ■Goldilocks Tasks
  31. 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Decisions Logic Emotion Understand Statistics Feel Stories Remember Visuals Trust Experiences
  33. 33. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing Masters Build Relationships of Trust
  34. 34. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3x3 PatternTraining Calendar Brain GatesData Storytelling Internal External Above Below Understand Statistics Feel Stories Remember Visuals Executives & Clients Prospects & Customers Teammates & Assistants Ad Platforms & Engines Trust Experiences
  35. 35. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 Easier to understand Trustworthy More memorable More persuasive
  36. 36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda Why Use Stories?1 How to Structure a Data Story2 Effective Visualization Tips3 Data Stories in Action4
  37. 37. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37 “After nourishment, shelter, and companionship, stories are the thing we need most in the world.” Philip Pullman, Author
  38. 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. We’re wired for stories
  39. 39. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stories Have a Unique Effect on Audiences DATA Shields Up When we read dry, factual arguments, w e read with our dukes up. We are critical and skeptical…” “
  40. 40. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stories Have a Unique Effect on Audiences DATA STOR Y Shields Down…But when we are absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us defenseless.” “ Jonathan Gottschall Author, The Storytelling Animal Shields Up
  41. 41. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  42. 42. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  43. 43. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DATA 010110 101011 111011 3 Keys to Data Storytelling NARRATIVE VISUALS
  44. 44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Ignoring your audience’s priorities 2. Using unfamiliar jargon 3. Providing too much detail 4. Leaving out context 5. Talking too much 5 Ways Stories are Derailed
  45. 45. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Different Types of Stories Analogies & Metaphors 0101101011Anecdotes Personal, historic al, current events, & pop culture Tales Fables, parables, urban legends, films, & literature Non-fiction Fiction
  46. 46. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smooth Transition Reach Higher Defeat the Villain The Picnic is Over Spilt Milk Crack in the Foundation At a Crossroad What’s your story angle?
  47. 47. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47 Humanize your data- driven insights Who’s your hero?Data. Cold, distant, and impersonal.
  48. 48. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48 Humanize your data- driven insights Who is your story’s hero?
  49. 49. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49 Many heroes are hiding within your digital data. You just need to bring them to life.
  50. 50. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How to Insert Characters in Your Data Story Identify where your analysis intersects with people Determine which customer traits are important to your message Search for appropriate character imagery Create a persona for your hero Build the customer journey with visual elements Qualitative dataStock photos Screenshots 54321
  51. 51. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Six Tips for Better Data Visualizations Identify the right data1 Choose the right visualization2 Calibrate visuals to your message3 Remove unnecessary noise4 Highlight what’s important5 Make it easy to consume6
  52. 52. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Identify the Right Data 0 5,000 10,000 15,000 20,000 25,000 30,000 0 200,000 400,000 600,000 800,000 1,000,000 $1,200,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Revenue Visits Revenue Visits “HMMM”
  53. 53. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Identify the Right Data 0 200,000 400,000 600,000 800,000 1,000,000 $1,200,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Revenue per visit (RPV) $50 $28 “AHHH” Revenue $59 $51 RPV (YoY) RPV (Other BUs) CONTEXT
  54. 54. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Choose the Right Visualization More accurate comparisons More generic comparisons 2D position along common but unaligned scales Length Angle Volume Shading Direction Area Curvature Color Hue 2D position along common, aligned scale Graphical Perception: Theory, Experimentation, and Application to the Development of Graphical Methods (Cleveland & McGill, 1984) via The Functional Art (Alberto Cairo, 2013)
  55. 55. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Choose the Right Visualization Facebook Twitter YouTube LinkedIn Google+ 5% 29% 32% 25% 9% Facebook Twitter YouTube LinkedIn Google+ 5% 32% 29% 25% 9% “OK” “BETTER” http://bit.ly/1kNp8GxStephen Few article on pie charts
  56. 56. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Calibrate Visuals to Your Message 49% 39% 12% 61% 31% 8% 73% 23% 4% 2011 2012 2013 Tablet Smartphone Desktop “WAIT A SECOND?!”
  57. 57. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Calibrate Visuals to Your Message 2011 2012 2013 0 10 20 30 40 50 60 70 80% 2011 2012 2013 0 10 20 30 40 50% Desktop Smartphone 2011 2012 2013 0 2 4 6 8 14% 10 12 Tablet “THERE WE GO” 33% 70% 200%
  58. 58. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Remove Unnecessary Noise 0 50 100 150 200 250 300 350 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Article A Article B Article C Article D Article E Article F Article G Article H Article I Article J February 2014 Page Views No more than 4 lines or use panel chart “HUH?!”
  59. 59. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  60. 60. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  61. 61. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8% 7% 6% 6% 6% 6% Product E Product F Product G Product H Product I Product J 4. Remove Unnecessary Noise 30% 13% 9%9% 8% 7% 6% 6% 6% 6% 19,631 Units Sold 30% 13% 9%9% 39% 19,631 Units Sold Product B Product A Product CProduct D Other Products Product A Product B Product C Product D Product E Product F Product G Product H Product I Product J No more than 5 slices in a pie chart “PHEW”
  62. 62. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Highlight What’s Important 0 50 100 150 200 250 300 350 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 February 2014 Views “GOT IT” 30% 13% 9%9% 39% 19,631 Units Sold 13% Product A Product C Other Products Product B Product D Color change signifies a change in information
  63. 63. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6. Make It Easy to Consume 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Oct Nov Dec Jan Feb Mar Campaign A Campaign B Campaign C Whenever possible use direct labels Campaign A Campaign C Campaign B Targetingi ssue fixed Free shipping incentive ends Orders
  64. 64. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6. Make It Easy to Consume US Canada China Japan Germany UK India France Sweden Brazil Australia Spain Mexico S. Korea Italy 5.2 5.0 4.6 4.2 3.9 3.7 3.5 3.2 2.9 2.4 2.1 1.3 1.2 1.1 1.0 US Users Spend More Time in App Use descriptive titles with chartsAvg. Time Spent (min)
  65. 65. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Never force your audience to memorize, organize, or calculate numbers in their heads
  66. 66. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How Much Effort Should You Invest in Data Storytelling? Low Value High Value Expected / Simple Disruptive / Complex Insight Type Business Impact
  67. 67. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How can you become a better data storyteller?
  68. 68. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Storyteller Resources Books Links Made to Stick (Chip & Dan Heath) Resonate (Nancy Duarte) WSJ Guide to Information Graphics (Dona Wong) The Functional Art (Alberto Cairo) Show Me the Numbers (Stephen Few) Presentation Zen Design (Garr Reynolds) Brain Rules (John Medina) The Back of the Napkin (Dan Roam) Videos Telling Compelling Stories with Numbers: Data Visualization and Communication (Stephen Few) http://1.usa.gov/1oWgmVL The Joy of Statistics (BBC – Hans Rosling) http://www.youtube.com/watch?v=CiCQepmcuj8 Persuasion and the Power of Story (Jennifer Aaker) http://www.youtube.com/watch?v=AL-PAzrpqUQ  Storytelling in the Boardroom 6-part series on Office.microsoft.com (http://bit.ly/1pttMXM)  Juice Analytics’ Data storytelling: Ultimate collection of resources (http://bit.ly/19H0Bcj)  Pixar’s 22 Rules to Phenomenal Storytelling (http://slidesha.re/1ggKiYV)  Powerpointninja.com  Visual.ly  Flowingdata.com
  69. 69. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Other Suggested Reading ■ Web Analytics: "Web Analytics 2.0" by Avinash Kaushik and "Web Analytics Action Hero" by Brent Dykes ■ Search Marketing: "Advanced Google AdWords" by Brad Geddes and "The Long Tail" by Chris Anderson ■ Advertising: "Permission Marketing" and "Meatball Sundae" by Seth Godin ■ Career Path: "Peter Principle" by Peter Hull and "Linchpin" by Seth Godin ■ Productivity: "Getting Things Done" by David Allen and "Eat that Frog" by Brian Tracy ■ Entrepreneurship: "4 Hour Workweek" by Timothy Ferris and "Rework" by Jason Fried and "Lean Startup"
  70. 70. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Summary Continue to Reinvent Yourself ■10,000 Hours of Deliberate Practice ■People, Process, Product Take the capability self-assessments: ■Analytics: MyAnalyticsScore.com ■Advertising: AdobeMarketingPro.com Practice data storytelling in crucial moments ■Logic: Understand stats & remember visuals ■Emotion: Feel stories & trust experiences
  71. 71. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Chris Haleua chaleua@adobe.com Twitter: @chrishaleua

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