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Conversion Hotel 2018 Keynote: Lea Pica

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More impact with your insights

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Conversion Hotel 2018 Keynote: Lea Pica

  1. 1. Next Speaker: LEA PICA (USA) More impact with your insights Next Speaker:
  2. 2. A Prescription for Healthy, Actionable Data Storytelling THE PICA PROTOCOL™ // PRESENTED BY: Lea Pica, LeaPica.com CONVERSION HOTEL 2018 #CH2018
  3. 3. question: what makes a GREAT STORY?
  4. 4. compelling plot intriguing characters impossible challenges exciting climax satisfying resolution question: what makes a GREAT STORY?surprising turn of events
  5. 5. 7 CL Marketing YTD Customer Engagement Score* (Target) 85% (65%) *Unique interactions from outbound campaign, web form, event or webinar Marketing Created Opptys(Target) ACC 40 Web Lead 7 Consero 9 Total MQO 56 (50) Total SQO* 17 (24) *Non Cohorted Early Stage Late Stage Closed Won Marketing Influence Pipeline Marketing Influenced MAPP ROI Early Stage Late Stage Closed 2017 7.22 0.19 1.10 Marketing Influenced Total ROI Early Stage Late Stage Closed 2017 4.66 0.12 0.71 NOT A STORY
  6. 6. 8 POS - TM Existing 0K 75K 150K 225K 300K Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sept-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sept-17 Oct-17 Nov-17 Dec-17 POS - TM New 0K 25K 50K 75K 100K Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sept-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sept-17 Oct-17 Nov-17 Dec-17 SL ML Pub Sec TM Sales & Marketing October Goal October Goal INQ 54 115 11 6 SQL 19 34 4 2 Deal 5 8 2 1 October Goal October Goal INQ to SQL 41.3% 37.5% 36.4% 37.50% SQL to Deal 21.7% 23.54% 50.0% 23.54% NB AOV 2,442$ 3,777$ 25,406$ 16,565$ Pipeline 82 50 82 50 NB Sales Metric Small Law Mid Law (YTD) Marketing Metrics Mid LawSmall Law October Goal POS 164,324.88$ 136,674.00$ QC 111 108 EB Dial to Deal 5.6% 4.40% QC to Deal 55.9% 55.56% EB Deals 62 73 EB AOV 2,650.40$ 1,838.84$ EB Sales Metrics October Comments New: • Didn’t see the expected reaction to pricing campaign. • Extended hosting to drive leads to NB, .05% increase in click rate, +3 direct INQ • Launched nurturing campaign to 2017 non-converted INQ. • ML continues to over perform, Dominic and Biebs working together to drive NB Existing: High QC and AOV drove POS success. Hosting- 30 leads sent to Uptime Renewals: Matching all renewals to CIC and NARS reps to incorporate into motion and drive connect rate 228% Tiered Reinstatements 16% Training Utilization (>15%) 58% Partner Engagement (>38%) TM Special Programs Hosting Motion: October = 30 MQL, 0 Sales | CR Estimate = 6 sales, 14K POS not to impact business until 3/2018 Sales Cycle = 100+ days | Rev impact 30-60 days after close NOT A STORY
  7. 7. CAMPAIGN RESULTS? "can you present some ”
  8. 8. RUH-ROH.
  9. 9. ?Why do BAD THINGS happen to good data
  10. 10. Viz! Data Data Story- telling!
  11. 11. I have to do WHAT NOW?
  12. 12. Courtesy of Tim
  13. 13. HEY THERE! 
 I DON’T CARE ABOUT WHAT YOU DO ALL DAY. show me how to move my business forward in a way I understand quickly and easily and in a way that makes me want to act.
  14. 14. a well-told data story... INSPIRES action INFORMS business decisions SPARKS new ideas ANSWERS their burning questions
  15. 15. Source: LegoPicture.com CHALLENGES / OBSTACLES YOUR STAKEHOLDERS
  16. 16. make your stakeholders the HERO OF YOUR DATA STORY
  17. 17. BE THEIR YODA. Source: DK.com LET YOUR INSIGHTS GUIDE THEM TO
  18. 18. THE PICA PROTOCOL™ my prescription:
  19. 19. Credit: Flickr / David Kingham define: pi·ka1 ˈpīkə;/ a small, cold-climate rodent with short limbs and spherical body that sometimes eats dead birds
  20. 20. Credit: Psychology Today. define: pi·ca1 ˈpīkə/ an appetite for substances that are largely non-nutritive, such as soil, paint, clay, metal, chalk, glass, or sand
  21. 21. THIS SESSION IS FOR YOU if you collect, analyze, and present data.. if you receive, consume, make decisions with data..
  22. 22. handle: @LEAPICA hashtag: #CH2018 LET’S TALK TWITTER
  23. 23. urposeP
  24. 24. urposePevery great data story begins with a CLEAR QUESTION
  25. 25. NEEDwhat are you meeting?
  26. 26. SOLVING? what problem are you
  27. 27. INFORMING? what decision are you
  28. 28. BETTER? how are you making my stakeholders’ lives
  29. 29. VISUALIZATION choose the most appropriate
  30. 30. in the question look for the...
  31. 31. Q: We want to know how our marketing channels are performing. Looking at how well they convert might be a good place to start. Hmm...what campaign channels have the highest conversions? keyword keyword
  32. 32. A: a comparison of campaign marketing channels by conversion volume = horizontal categorical bar chart
  33. 33. Conversions Email rganic Search Paid Search Social Media Display 0 350 700 1,050 1,400 Email Organic Search Paid Search Social Media Display Conversions by Marketing Channel conversion volume comparison of channels
  34. 34. Conversions Paid Search rganic Search Email Display Social Media 0 350 700 1,050 1,400 Paid Search Organic Search Email Display Social Media Conversions by Marketing Channel
  35. 35. your visualization tool 
 DOES NOT KNOW
 what your best chart choice is
  36. 36. EFFECTIVE DATA VISUALIZATION stephanie evergreen
  37. 37. nsight I
  38. 38. define: in·sight
 ˈinˌsīt/ the capacity to gain an accurate and deep intuitive understanding of a person or thing. @LeaPica
  39. 39. A SIMPLE INSIGHT JOURNEY 1. what happened? did what happen surprise you? 2. why do we think it happened? 3. what should we do about it? 4. who should do it, and by when? 5. what is the possible cost of not taking action?
  40. 40. anatomy of a healthy DATA VISUALIZATION
  41. 41. Subtitle: 8% TITLE: 12% VISUALIZATION FIELD: 75% Source: 5%
  42. 42. Subtitle: 8% TITLE: 12% VISUALIZATION FIELD: 75% Source: 5%
  43. 43. Conversions Paid Search Organic Search Email Display Social Media 0 350 700 1,050 1,400 Paid Search Organic Search Email Display Social Media Conversions by Marketing Channel
  44. 44. Conversions Paid Search Organic Search Email Display Social Media 0 350 700 1,050 1,400 Paid Search Organic Search Email Display Paid & organic search generate the highest volume of conversions Conversions by Marketing Channel McKinsey title
  45. 45. ontext C
  46. 46. do I have all the information 
 at my disposal to tell a 
 COMPLETE PICTURE? @LeaPica
  47. 47. am I showing all of the information needed to make a sound and
 INFORMED DECISION? @LeaPica
  48. 48. USEFUL CONTEXT TOOLS 1. performance targets / benchmarks 2. prior time period comparison 3. segmentation 4. additional measures
  49. 49. Q: how does conversion volume affect our story?
  50. 50. A: add a second measure with a side-by-side chart
  51. 51. Paid search generates the highest volume of conversions Conversions by Marketing Channel Conversions Paid Search Organic Search Email Display Social Media 0 350 700 1,050 1,400 Paid Search Organic Search Email Display Social Media
  52. 52. Conversion Rate 0% 10% 20% 30% 40% Conversions Paid Search Organic Search Email Display Social Media 0 350 700 1,050 1,400 Paid Search Organic Search Email Display Social Media Conversions by Marketing Channel high volume, lower efficiency Paid search generates the highest volume of conversions…
  53. 53. Conversion Rate 0% 10% 20% 30% 40% Conversions Paid Search Organic Search Email Display Social Media 0 350 700 1,050 1,400 Paid Search Organic Search Email Display Social Media Conversions by Marketing Channel …but email is our most efficiently converting channel.
  54. 54. VIZ VIOLATIONS: DUAL-AXIS CHARTS 0 350 700 1,050 1,400 0% 10% 20% 30% 40% 67 180 648 937 1,305
  55. 55. 0 350 700 1,050 1,400 0% 10% 20% 30% 40% 67 180 648 937 1,305 VIZ VIOLATIONS: DUAL-AXIS CHARTS On this date,nothing happened
  56. 56. DUAL AXES, DUELING TRUTHS Tyler Vigen,
  57. 57. SPURIOUS CORRELATIONS
  58. 58. Q: does performance vary by region? does looking at mobile platform shed more light? what tests were associated with each channel?
  59. 59. esthetics A
  60. 60. DATA VIZ AESTHETICS IS ALL ABOUT… SIMPLICITY + INTENTIONALITY CUTTING THE CLUTTER
  61. 61. Document Delivery – Reservation Documents Step 3: Saving Reservations from OMT You can select to open a document by clicking the mail icon in the ‘Open’ column. The document will pop-up in Word format. Please note that there is no offer included on this Reservation Confirmation – this is because the confirmation was triggered in the OMT instead of being sent directly to the guest. To save this file as a PDF, please go to File -> Save As -> Save As Type -> and select PDF from the drop down menu Reservation Confirmation triggered into OMT without offer Reservation Confirmation email triggered to guest with offer NOT INTENTIONAL
  62. 62. define: cognitive load “the total amount of mental effort being used in the working memory” The higher the load, the harder the work
  63. 63. let’s do a DETOX!
  64. 64. BEFORE DETOX... Conversion Rate 0% 10% 20% 30% 40% Conversions Paid Search Organic Search Email Display Social Media 0 350 700 1,050 1,400 Paid Search Organic Search Email Display Social Media
  65. 65. Conversion Rate 1.0% 0.5% 32.0% 15.0% 7.0% Conversions Paid Search Organic Search Email Display Social Media 67 180 648 937 1,305 AFTER DETOX! ✓ Remove background, border, legend, gridlines, axes ✓ Increased bar width ✓ Direct data labeling ✓ Font choice
  66. 66. INTENTIONAL VIZ: COLOR
  67. 67. NOT INTENTIONAL
  68. 68. Conversion Rate 1.0% 0.5% 32.0% 15.0% 7.0% Conversions Paid Search Organic Search Email Display Social Media 67 180 648 937 1,305 RANDOM COLOR...
  69. 69. Conversion Rate 1.0% 0.5% 32.0% 15.0% 7.0% Conversions Paid Search Organic Search Email Display Social Media 67 180 648 937 1,305 CONSISTENT COLOR... reduce color to emotionally neutral grays
  70. 70. Conversion Rate 1.0% 0.5% 32.0% 15.0% 7.0% Conversions Paid Search Organic Search Email Display Social Media 67 180 648 937 1,305 STRATEGIC COLOR! use standout color like blue to emphasize YOUR data story
  71. 71. Conversion Rate 1.0% 0.5% 32.0% 15.0% 7.0% Conversions Paid Search Organic Search Email Display Social Media 67 180 648 937 1,305 …but EMAIL is our most efficiently converting channel at 32% Conversions by Marketing Channel match corresponding title and label text
  72. 72. don’t let your data viz tool DECIDE WHAT MATTERS to yourDECISION-MAKERS @LeaPica
  73. 73. ll together now... A
  74. 74. DATA STORY POINT SCRIPT: 1. what happened? 2. why do we think it happened? 3. what should we do about it? 4. who should do it, and by when? 5. what is the possible cost of not taking action?
  75. 75. Conversions Paid Search Organic Search Email Display Social Media 67 180 648 937 1,305 PAID SEARCH generates the majority of conversion volume (42%)… Conversions by Marketing Channel , Q1’17 – Q2’18 Source: Analytics.com, 2018.
  76. 76. Conversion Rate 1.0% 0.5% 32.0% 15.0% 7.0% Conversions Paid Search Organic Search Email Display Social Media 67 180 648 937 1,305 …but EMAIL is our most efficiently converting channel at 32%. Conversions + Conversion Rate by Marketing Channel , Q1’17 – Q2’18 Source: Analytics.com, 2018.
  77. 77. urposePWhat are our theories on WHY THIS HAPPENED?
  78. 78. WE HAVE TWO THEORIES: 1. Email Click-to-Open Rate (57%) is well above target, but Open Rate (3%) is falling below target. 2. Paid search conversion rate declined by 12% in Q3. Open RateClick-to-Open Rate 57% 3%
  79. 79. THE SOLUTION? WE RECOMMEND... If we do nothing, we could be leaving an additional 5% conversion volume on the table. 1. Review least efficient areas of paid search campaign to identify areas of improvement – Business Intelligence, 3 weeks 2. Further analyze email campaigns for the last 6 months to identify most effective creative – Marketing, 2 weeks 3. Evaluate current email platform for testing capabilities – CMO, 6 Months
  80. 80. RECAP P PICA Protocol I C A
  81. 81. scott berinato GOOD CHARTS The HBR Guide to Making Smarter, More Persuasive Data Visualizations
  82. 82. TO CONNECT WITH ME ON SOCIAL MEDIA, HEAD TO: @LEAPICA LEA PICA GRIND TO GURU
  83. 83. VIZ RESPONSIBLY, my friends.

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