The Race to Marketing Mastery

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Race to Marketing MasteryChris Haleua | Adobe Product Manager

1


Background

3


10,000 Hours to Mastery6 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?


The Only Constant is Change


Challenges


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


MyAnalyticsScore.com


People■Motivation

■Autonomy (Time, Technique, Team, Task)■Mastery (“Goldilocks tasks”)■Purpose (Natural desire to contribute to a greater cause)■Extrinsic rewards (Bonuses, Recognition, Promotions)


ProcessData-driven decision making while avoiding analysis paralysis

■Descriptive■Explanatory■Diagnostic■Predictive■Prescriptive


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


Change Frequency

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Manual Rules Portfolio

17


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.


Model Accuracy

19

1 2 3 4 5 6 7 8 9 10 11 120.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

140.00%

160.00%

180.00%

old modelnew model

Portfolio

Acc

urac

y(1

00%

is id

eal)

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 Segment

Metric

3x3 Att Micro Weight Pat

h


DashboardEfficienc

yVolume

ManualManageme

nt

SyncRules &Portfolio

KeywordsNegatives

Stakeholder Reports

Pacing & Run Rate

Validation

Forecasts & Simulations

Targeting

Predictive Modeling


Ad Testing

Budgeting

Landing Page

Optimization

Negatives Match Type

Structure


External

■Intellectual

Risk

■Social Risk

■Creative Risk

■Emotional

Risk


Internal■S.M.A.R.T

goals

■Break Tasks

Down

■Quick

Feedback

■Goldilocks

Tasks


Decisions

Logic

Emotion

Understand Statistics

Feel Stories

Remember Visuals

Trust Experiences


Marketing MastersBuild Relationships of

Trust


3x3 Pattern

Training 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35

Easier to understand

Trustworthy

More memorable

More persuasive


Agenda

Why Use Stories?1How to Structure a Data Story2Effective Visualization Tips3Data Stories in Action4


“After nourishment, shelter, and companionship, stories are the thing we need most in the world.”Philip Pullman, Author


We’re wired for stories


Stories Have a Unique Effect on Audiences

DATA

Shields UpWhen we read dry, factual arguments, we read with our dukes up. We are critical and skeptical…”

“


Stories Have a Unique Effect on Audiences

DATA

STORY

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 GottschallAuthor, The Storytelling Animal

Shields Up


DATA010110101011111011

3 Keys to Data Storytelling

NARRATIVE VISUALS


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


Different Types of Stories

Analogies & Metaphors

0101101011AnecdotesPersonal, historical,

current events, & pop culture

TalesFables,

parables, urban legends, films,

& literature

Non-fiction Fiction


Smooth Transition

Reach Higher

Defeat the Villain

The Picnic is Over

Spilt Milk

Crack in the Foundation

Old Technology At a CrossroadWhat’s

your story

angle?


Humanize your data-driven insights

Who’s your hero?Data.

Cold, distant, and impersonal.


Humanize your data-driven insights

Who is your story’s hero?


Many heroes are hiding within your digital data.You just need to bring them to life.


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


Six Tips for Better Data Visualizations

Identify the right data1Choose the right visualization2

Calibrate visuals to your message3Remove unnecessary noise4Highlight what’s important5Make it easy to consume6


1. Identify the Right Data

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

200,000

400,000

600,000

800,000

1,000,000

$1,200,000

0

5,000

10,000

15,000

20,000

25,000

30,000Revenue Visits

Revenue Visits

“HMMM”


1. Identify the Right Data

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

200,000

400,000

600,000

800,000

1,000,000

$1,200,000

Revenue per visit (RPV)$50

$28“AHHH”

Revenue $59

$51RPV (YoY) RPV (Other BUs)

CONTEXT


2. Choose the Right Visualization

More accurate comparisons

More genericcomparisons

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)


2. Choose the Right Visualization

Facebook

Twitter

YouTube

LinkedInGoogle+

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


3. Calibrate Visuals to Your Message

49%

39%

12%

61%

31%

8%

73%

23%

4%

2011 2012 2013

Tablet

Smartphone

Desktop

“WAIT A SECOND?!”


3. Calibrate Visuals to Your Message

2011 2012 20130

1020304050607080%

2011 2012 20130

1020304050%

Desktop Smartphone

2011 2012 201302468

14%

1012

Tablet

“THERE WE GO”

33% 70% 200%


4. Remove Unnecessary Noise

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 27 280

50

100

150

200

250

300

350

Article AArticle BArticle CArticle DArticle EArticle FArticle GArticle HArticle IArticle J

February 2014

Page Views No more than 4 lines or use panel chart

“HUH?!”



February 2014

Views

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 27 280

50

100

150

200

250

300

350

Article AArticle BArticle CArticle D

“OK. I SEE IT”



Article DArticle C

Article E Article F Article G

0

50

100

150

0

50

100

150

1 8 15 22 1 8 15 22 1 8 15 22

Article B


8%7%6%6%6%6%

Product EProduct FProduct GProduct HProduct IProduct J


30%

13%9%9%

8%

7%

6%6%

6%6%

19,631UnitsSold

30%

13%9%9%

39%19,631

UnitsSold

Product B

Product A

Product CProduct D

OtherProducts

Product AProduct BProduct CProduct DProduct EProduct FProduct GProduct HProduct IProduct J

No more than 5 slices in a pie chart

“PHEW”


5. Highlight What’s Important

1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627280

50

100

150

200

250

300

350

February 2014

Views “GOT IT”30%

13%9%9%

39% 19,631UnitsSold

13%

Product A

Product C

OtherProducts

Product B

Product D

Color change signifies a change in information


6. Make It Easy to Consume

Oct Nov Dec Jan Feb Mar0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Campaign A Campaign B Campaign C

Whenever possible use direct labels

Campaign A

Campaign C

Campaign B

Targetingissue fixed

Free shipping incentive ends

Orders


6. Make It Easy to Consume

USCanada

ChinaJapan

GermanyUK

IndiaFrance

SwedenBrazil

AustraliaSpain

MexicoS. Korea

Italy

5.25.04.64.23.93.73.53.22.92.42.11.31.21.11.0

US Users Spend More Time in App Use descriptive titles with chartsAvg. Time Spent (min)


Never force your audience to memorize, organize, or calculate

numbers in their heads


How Much Effort Should You Invest in Data Storytelling?

LowValue

HighValue

Expected / Simple

Disruptive / Complex

Insight Type

Business Impact


How can you become a better data storyteller?


Data Storyteller ResourcesBooks 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)

VideosTelling 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


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"

■ Innovation: "Innovators Dilemma" and "Innovators Solution" by Clayton Christensen

■Statistics: "The Cartoon Guide to Statistics" by Larry Gonick and "The Nature of

Statistics" by W. Allen Wallis


SummaryContinue 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


Chris [email protected]: @chrishaleua

The Race to Marketing Mastery

Marketing

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