Making data sexy: Data Visualization for Digital Marketing
-
Upload
mashmetrics -
Category
Data & Analytics
-
view
51 -
download
2
Transcript of Making data sexy: Data Visualization for Digital Marketing
- GA Implementation- Report Makeovers- Insight Reports
- Implementation and Strategy- Data Visualization Consultant- Real-time data streams
Thomas [email protected]
FACTS TO INSIGHT:MAKING DATA SEXY
100’s of BAD Questions
100s of BAD Questions
How is our website performing?
100s of BAD Questions
How is our website performing?
Is our marketing working?
100s of BAD Questions
How is our website performing?
Is our marketing working?
How many hits do we get?
100s of GOOD Questions
100s of GOOD Questions
What was our performance last month when we launched the new TV ad?
100s of GOOD QuestionsShould we spend on Conversion Optimization or Awareness Marketing?
What was our performance last month when we launched the new TV ad?
100s of BAD Answers
100s of BAD Answers1,456 Visits
100’s of BAD Answers1,456 Visits
1,456 Visits
100’s of BAD Answers
1,456 Visits
100’s of BAD Answers
Few GOOD Answers
Few GOOD Answers
Few GOOD Answers
Few GOOD Answers
00\
Icons for marketing, tech, create. NOT data• Our Jobs are multi
Icons for marketing, tech, create. NOT data• Our Jobs are multi
Icons for marketing, tech, create. NOT data• Our Jobs are multi
Icons for marketing, tech, create. NOT data• Our Jobs are multi
Icons for marketing, tech, create. NOT data• Our Jobs are multi
A weekin thelife of
ananalys
t
How can we decrease our marketing spend …
…and increase our sales?
A weekin thelife of
ananalys
t
A weekin thelife of
ananalys
t
AND
THEN
!!!
AND
THEN
!!!
AND
THEN
!!!
AND
THEN
!!!
WHAT WENT WRONG
???
1281736875617897654698450698560498286762980985845822450985645893509845098096585909103020990595959577253646750506789045678845789809821377654872664908560932949686
1281736875617897654698450698560498286762980985845822450985645893509845098096585909103020990595959577253646750506789045678845789809821377654872664908560932949686
1281736875617897654698450698560498286762980985845822450985645893509845098096585909103020990595959577253646750506789045678845789809821377654872664908560932949686
DATA VIZ MATTERS
!!!
Measure and Mix
Analyze for insights
Show and tell
How to move forward
Measure and Mix
Lead Generation
Content Website
eCommerce Website
Tools of the mixing trade
Tools of the mixing tradehttps://developers.google.com/analytics/solutions/google-analytics-spreadsheet-add-on#introduction
Tools of the mixing trade
Analyze for insights
AWARENESS
CONVERSIONLOYALTY
ENGAGEMENT
AWARENESS Introducing your brand• VOLUME• AUDIENCE • EFFICIENCTY
ENGAGEMENTEngaging your Audience• ENAGEMENT • RETENTION • PRODUCT
Purchase Point
• CONVERSIONS• DROP-OFF• AVG ORDER
SIZE CONVERSION
Retention and Referral• RETURN • REFERRALS • POSITIVE
REMARKSRETAIN
Show and tellShow and tell
Common Mistakes to Avoid
# 1 Use Ratios, not Counts
# 1 Use Ratios, not Counts150,000 Total Visits
20% Total Visits1,200 Purchases
.8% Conversion Rate
# 1 Use Ratios not Counts150,000 Total Visits
20% Total Visits1,200 Purchases
.8% Conversion Rate
$12K Cost
$10 CPL
# 1 Use Ratios not Counts
# 2 Walking Through the Report
# 2 Cramming one slide
# 3 Choosing the Right Chart
DATA VIZ MAKEOVER
TIME!!!!
Turn multiple reports…
Bing\Organic Search
Twitter\Paid Social
Facebook\Paid Social
Bing\Paid Search
Email Customers\Email
Email Engagement\Email
Google\Paid Search
Google\Organic Search
- 50,000 100,000 150,000 200,000 250,000 300,000
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
Bing\Organic Search
Twitter\Paid Social
Facebook\Paid Social
Bing\Paid Search
Email Customers\Email
Email Engagement\Email
Google\Paid Search
Google\Organic Search
0% 10% 20% 30% 40% 50% 60% 70%
% Total Visits
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Conversion Rate
$- $10.00 $20.00 $30.00 $40.00
CPLQ2 Visits / Conversion / CPLUsage of Ratios
Bing\Organic Search
Twitter\Paid Social
Facebook\Paid Social
Bing\Paid Search
Email Customers\Email
Email Engagement\Email
Google\Paid Search
Google\Organic Search
0% 10% 20% 30% 40% 50% 60% 70%
% Total Visits
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Conversion Rate
$- $10.00 $20.00 $30.00 $40.00
CPLQ2 Visits / Conversion / CPLHighlight the Insight
Bing\Organic Search
Twitter\Paid Social
Facebook\Paid Social
Bing\Paid Search
Email Customers\Email
Email Engagement\Email
Google\Paid Search
Google\Organic Search
0% 20% 40% 60% 80%
% Total Visits
0% 4% 8%12%
16%
Conversion Rate
$-
$20.00
$40.00
CPLQ2 Visits / Conversion / CPLClean up the Noise
Bing\Organic Search
Twitter\Paid Social
Facebook\Paid Social
Bing\Paid Search
Email Customers\Email
Email Engagement\Email
Google\Paid Search
Google\Organic Search
0% 20% 40% 60% 80%
% Total Visits
0% 4% 8%12%
16%
Conversion Rate
$-
$20.00
$40.00
CPL
Increasing weekly emails by 15% can increase sales by 10% with less than $1000 investment.
Title the Insight
How to move forward
How to move forward
From an insight
From a report
From an insight
• Involve the entire team
From an insight
• Involve the entire team• Solidify Roles
From an insight
• Involve the entire team• Solidify Roles• Test, Test, Test
How to move forward
But how can we send more emails without spamming?
How to move forward
We have weather data remember?
Lets send emails out to customers where it is about to rain!
The Dreaded Dashboard!
Excessive Noise
Non Comparative
Axis
Dual Axis
Overused Labels
No apparent insight
# 1 What is biz question?
What are the sales trends month over month?
Are we staying on target?
# 2 Use ratios not Counts
# 3 Simplify Charts
Consistent Axis for comparison
No need for dual date display
Data Callouts to highlight insight
Labels shown once
Attention Grabbing Title Performance
Markers
From a report
• Title with an insight
From a report
• Title with an insight• Don’t ask what metrics people need
From a report
• Title with an insight• Don’t ask what metrics people need• Show by week where available
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
Measure and Mix Analyze for insights
Show and tellHow to move forward
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
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
Show and tell
• Use ratios and not counts• Don’t walk through your work• Don’t “cram” into one slide• Leave out unnecessary noise
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
- GA Implementation- Report Makeovers- Insight Reports
- Implementation and Strategy- Data Visualization Consultant- Real-time data streams
Thomas [email protected]