Using Data to Create a Killer Business Story For Your C-Suite
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Transcript of Using Data to Create a Killer Business Story For Your C-Suite
#thinkppc&HOSTED BY:
Using Data to Create a
Killer Business Story for Your C-Suite
#thinkppc
Presenters• Frederick Vallaeys
– Founder of Optmyzr
– PPC Hero Blogger
– @siliconvallaeys
• Jeff Baum– Director of Services at Hanapin Marketing
– PPC Hero Blogger
– @jeffbaum71
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
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Our Clients
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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How To Frustrate Your Stakeholders
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How To Frustrate Your Stakeholders
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Why Is This Frustrating?
● No context.
● Not actionable.
● No institutional knowledge gained.
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Creating a Compelling Business Story
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Why Tell a Business Story?
● Keeps people engaged
● Provides context
● Reduces complexity
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What’s More Compelling?
“Last month your account had 1,000 clicks and 10 conversions”
Or “Last month we learned that only 30% of conversions came from desktop and 70% came through mobile, this signals a distinct market shift towards mobile and we’ll need to adjust our strategy to capitalize on this”.
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Tactics For Telling a Compelling Story
● C-Suite
● Managers/Directors
● Specialists
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Tactics For Telling a Compelling Story
● Emotional Connection
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Tactics For Telling a Compelling Story
● Does stakeholder have confidence in you?
● Does stakeholder feel you understand their needs?
● Does stakeholder believe you have the right solution to their problem?
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Tactics For Telling a Compelling Story
● Most important takeaway (A-ha moment) first
● How/why it happened
● Key learning
● Next steps
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Telling A Compelling Business Story- Case Study
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Telling A Compelling Business Story- Case Study
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Telling A Compelling Business Story-Case Study
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Telling A Compelling Business Story-Case Study
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Telling A Compelling Business Story-Case Study
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Telling A Compelling Business StoryBreakdown Performance By Type
● Brand vs. non brand
● Device
● Time of day
● Attribution
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Visualize Device Level Performance
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The Paradox of Reporting
1% of reports that are sent are opened
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The Paradox of ReportingWhen a client is unhappy with performance, they think they’ve become a PPC Hero overnight
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MCC Data
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MCC Story
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Performance DataShow same data in different visualizations
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Performance Story
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Performance Story
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Geo DataHeatmaps
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The Geo Story: Cost
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Geo Story: Expensive CPA
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Search Queries
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Query Word Cloud
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Scripts Automate Data Fetch
AW Scripts are pieces of JavaScript code that can automate
tasks in AdWords on a predefined schedule.
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Anyone Can Use Scripts
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Fetch Reports AutomaticallyThere are 44 different reports available from the Ads API
Save reports to your computer automatically
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Automatic Visualizations• Performance by
keyword match type
• Performance by length of the query
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Populate Dashboard Data• Push data into dashboard widgets, e.g. Cyfe.com
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Aggregate Data Get all anomaly alerts in one place
VS
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Automate InsightsPrediction API can find correlations automatically
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Automating Reports1. Schedule a report with Optmyzr2. Schedule a visualization with AdWords Reports
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Google Analytics
Dashboards in Google Analytics can be scheduled
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Telling A Compelling Business Story
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Telling A Compelling Business StoryMaking Key Learning’s Effective
● Can they be translated to into action?
● Do they inform strategic or tactical decision making?
● Is the organization smarter?
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Telling A Compelling Business Story- Explaining Next Steps
● Derive next steps directly from segmented performance and key learning’s.
● Provide expected outcomes.
● Provide preliminary timelines for completion.
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Offers!
A. Get a free trial of OptmyzrB. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)C. BothD. No Thanks!
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc• Contact us Directly:
» Hanapin Feedback: [email protected]
Optmyzr Feedback: [email protected]