Data that persuades: SES SF 2012

San Francisco| August 13–17

Data that persuades How to prove your point

Ian Lurie CEO, Portent

ME: @PORTENTINT

portent.co/sesdata

Yes, like this, no ‘m’.

This presentation is certified 100% bullet-free.

San Francisco | August 13–17, 2012 | #sessf

@portentint

If you wouldn’t do this

@portentint

Why the @#$! would you do this?

@portentint

0

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7000

Alfalfa Timothy Hay

Chewy Treats

Pigloos

Jun-‐12

Jul-‐12

Aug-‐12

THIS IS NOT ANALYSIS

@portentint

@#$!@!!! off, Ian

WHY I CARE AND YOU SHOULD, TOO

DATA = FOOD

Data good!!!

More data better!!!

Whoa, hey now, let's not get

personal.

INNUMERACY

INNUMERACY DATA LUNACY

YOUR CAREER ISN’T ABOUT BEING

RIGHT

YOUR CAREER IS ABOUT BEING

UNDERSTOOD

IF YOU WANT TO PERSUADE PEOPLE

BE THE PERSON THEY ACTUALLY UNDERSTAND

HERE’S HOW YOU DO IT

LIZARD. APE. HUMAN.

VISCERAL BEHAVIORAL REFLECTIVE

From The Design of Everyday Things, Donald Norman

it's true. I'm a visceral guy.

not as smart as humans? Whatever.

does this mean I'm an apex

predator? Sweet!

WHAT. WHY. NEXT.

PPC SEO E-‐mail Begging May-‐12 $669.00 $643.00 $1,005.00 $767.00 Jun-‐12 $850.00 $1,500.00 $647.00 $1,074.00 Jul-‐12 $2,500.00 $2,340.00 $619.00 $687.00

WHAT: SEO & PPC are on an upswing.

WHAT: SEO & PPC are on an upswing. WHY: Content, landers.

New landers launched July 1.

SEO content strategy ongoing as of May 1.


WHAT: SEO & PPC are on an upswing. WHY: Content, landers.

New landers launched July 1.

SEO content strategy ongoing as of May 1.


Why?

0.40%

1.10% 0.75%

1.00% 1.00%

4.00%

5.00%

0%

1%

2%

3%

4%

5%

6%

Jan-‐12 Feb-‐12 Mar-‐12 Apr-‐12 May-‐12 Jun-‐12 Jul-‐12

PPC Conversion rate

Landers go live June 1

$616.00

$1,067.00 $1,146.00

$-‐

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00

$1,400.00

May-‐12 Jun-‐12 Jul-‐12

SEO performance

Why?

Test more landers.

Continue SEO. There’s a lag.

Next

WHAT. WHY. NEXT.

ESTABLISH CONTEXT

@portentint

$-‐

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$600.00

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$1,000.00

$1,200.00

$1,400.00

May-‐12 Jun-‐12 Jul-‐12

SEO & PPC performance

$-‐

$600.00

$1,200.00

PPC SEO E-‐mail Begging

Sales by channel

May-‐12

Jun-‐12

Jul-‐12

9 WAYS TO GIVE GREAT DATA

DON’T MAKE THEM READ

@portentint


$-‐

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$600.00

$800.00

$1,000.00

$1,200.00

$1,400.00

May-‐12 Jun-‐12 Jul-‐12

SEO & PPC performance

FOLLOW TUFTE’S LAWS

@portentint

Above all else, show the data. Maximize data-ink ratio. Erase non-data ink. Erase redundant data ink. Revise and edit.

From The Visual Display of Quantitative Data, by Edward Tufte

ABOVE ALL ELSE, SHOW THE DATA

@portentint

$-‐

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$1,000.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

$-‐

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

MAXIMIZE DATA-INK RATIO

@portentint

$-‐

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

NO HAMMER PANTS!!

$-‐

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

REMOVE NON-DATA INK

@portentint

$-‐

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$600.00

$800.00

$1,000.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

$-‐

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

REMOVE REDUNDANT DATA INK

@portentint

$-‐

$600.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

REVISE & EDIT

@portentint

$-‐

$600.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

$-‐

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00


Sale by channel

May-‐12

Jun-‐12

Jul-‐12

$-‐

$600.00

$1,200.00


Sales by channel

May-‐12

Jun-‐12

Jul-‐12

@portentint

From The Visual Display of Quantitative Data, by Edward Tufte

FOLLOW TUFTE’S LAWS

Above all else, show the data. Maximize data-ink ratio. Erase non-data ink. Erase redundant data ink. Revise and edit.

USE SMALL MULTIPLES

@portentint

$-‐

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00

May-‐12 Jun-‐12 Jul-‐12

Sales by month

PPC

SEO

E-‐mail

Begging

$-‐ $200.00 $400.00 $600.00 $800.00

$1,000.00 $1,200.00 $1,400.00

May-‐12 Jun-‐12 Jul-‐12

PPC

$-‐ $200.00 $400.00 $600.00 $800.00

$1,000.00 $1,200.00 $1,400.00

May-‐12 Jun-‐12 Jul-‐12

SEO

$-‐ $200.00 $400.00 $600.00 $800.00

$1,000.00 $1,200.00 $1,400.00

May-‐12 Jun-‐12 Jul-‐12

E-‐mail

$-‐ $200.00 $400.00 $600.00 $800.00

$1,000.00 $1,200.00 $1,400.00

May-‐12 Jun-‐12 Jul-‐12

Begging

Sales by channel

$750.00

$800.00

$850.00

$900.00

$950.00

$1,000.00

$1,050.00

May-‐12 Jun-‐12 Jul-‐12

PPC

$750.00

$850.00

$950.00

$1,050.00

$1,150.00

$1,250.00

May-‐12 Jun-‐12 Jul-‐12

SEO

$1,040.00

$1,060.00

$1,080.00

$1,100.00

$1,120.00

$1,140.00

May-‐12 Jun-‐12 Jul-‐12

E-‐mail

$1,120.00

$1,130.00

$1,140.00

$1,150.00

$1,160.00

May-‐12 Jun-‐12 Jul-‐12

Begging

Sales by channel

$750.00

$850.00

$950.00

$1,050.00

$1,150.00

$1,250.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

PPC

$750.00

$850.00

$950.00

$1,050.00

$1,150.00

$1,250.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

SEO

$750.00

$850.00

$950.00

$1,050.00

$1,150.00

$1,250.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

E-‐mail

$750.00

$850.00

$950.00

$1,050.00

$1,150.00

$1,250.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

Begging

Sales by channel

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

PPC

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

SEO

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

E-‐mail

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

Begging

Sales by channel

BSG despair-o-meter E

pis

od

e q

uali

ty 9 9 9

1-‐5 6-‐10 11-‐15 16-‐20

Season 1

9 8 9 9

1-‐5 6-‐10 11-‐15 16-‐20

Season 2

10 9 9 7

1-‐5 6-‐10 11-‐15 16-‐20

Season 3

7 6 4 2

1-‐5 6-‐10 11-‐15 16-‐20

Season 4

USE NATURAL COLORS

@portentint

$-‐

$600.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

Sales by channel

$-‐

$600.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

Sales by channel

USE CONTRASTING NATURAL COLORS

@portentint

http://portent.co/NHy5QD

From Tim Beard

$-‐

$600.00

$1,200.00


May-‐12

Jun-‐12

Jul-‐12

Sales by channel

SAY NO TO PIE CHARTS

@portentint

Orders by channel

Orders by channel

0

10

20

30

40

50

60

70

SEO PPC E-‐mail Display Direct

USE CONSISTENT PROPORTIONS

@portentint

$750.00 $950.00

$1,150.00 $1,350.00

May-‐12 Jun-‐12 Jul-‐12

PPC

$750.00 $950.00

$1,150.00 $1,350.00

May-‐12 Jun-‐12 Jul-‐12

SEO

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

E-‐mail

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

Begging

Sales by channel

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

PPC

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

SEO

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

E-‐mail

$750.00

$950.00

$1,150.00

$1,350.00

May-‐12 Jun-‐12 Jul-‐12

Begging

Sales by channel

BSG despair-o-meter E

pis

od

e q

uali

ty 9 9 9

1-‐5 6-‐10 11-‐15 16-‐20

Season 1

9 8 9 9

1-‐5 6-‐10 11-‐15 16-‐20

Season 2

10 9 9 7

1-‐5 6-‐10 11-‐15 16-‐20

Season 3

7 6 4 2

1-‐5 6-‐10 11-‐15 16-‐20

Season 4

GO 45 DEGREES

@portentint

$-‐

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000

Jan-‐11 Feb-‐11 Mar-‐11 Apr-‐11 May-‐11 Jun-‐11 Jul-‐11 Aug-‐11 Sep-‐11

Sales

SHOW TRENDS

@portentint

$-‐

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000


Sales

$-‐

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000


Sales

DON’T BE THESE GUYS

0

1,000

2,000

3,000

4,000

5,000

6,000

$-

$1,000.00

$2,000.00

$3,000.00

$4,000.00

$5,000.00

$6,000.00

$7,000.00

Dec

-10

Jan-

11

Feb-

11

Mar

-11

Apr

-11

May

-11

Jun-

11

Jul-1

1

Aug

-11

Sep

-11

Oct

-11

Nov

-11

Clic

ks

Spen

ding

Total Clicks Compared to Total Monthly Spending

Historical Average Clicks

0 2 4 6 8 10 12 14 16 18

$-

$1,000.00

$2,000.00

$3,000.00

$4,000.00

$5,000.00

$6,000.00

$7,000.00

Dec

-10

Jan-

11

Feb-

11

Mar

-11

Apr

-11

May

-11

Jun-

11

Jul-1

1

Aug

-11

Sep

-11

Oct

-11

Nov

-11

Con

vers

ions

Spen

ding

Conversions Compared to Total Monthly Spending

Spending Conversions

OR

0

5

10

15

20

Dec

-10

Feb-

11

Apr

-11

Jun-

11

Aug

-11

Oct

-11

Conversions

$-

$2,000

$4,000

$6,000

$8,000

Dec

-10

Feb-

11

Apr

-11

Jun-

11

Aug

-11

Oct

-11

Spend

DON’T BE THESE GUYS

Jan Feb March April May June July Aug Sep Oct Nov Dec 2008 319 405 667 926 1,121 913 817 520 433 331 267 204

2009 239 780 992 1,073 889 862 722 567 199 133 86

2010 253 397 618 741 573 456 463 402 370 333 192 153

2011 217 322 511 640 931 793 603 526 390 357 250 262

2012 339 405 581

0

200

400

600

800

1,000

1,200

Uniqu

e Visitors

Monthly PPC visitors

AN OBLIGATION

@PORTENTINT [email protected]

PORTENT.CO/SESDATA

Business

Data that persuades: SES SF 2012