SearchLove London 2016 | Lea Pica | How to Present to Get Results

How to Present Results to

GET RESULTS// PRESENTED BY:Lea Pica, Search DiscoverySearchLove 2016

You may never approach

THE SAME WAY AGAINhow you present data

CAMPAIGN RESULTS?Can you present some

HARDWorking

Your Exciting

DATA!

RUH-ROH.

Into the dreaded…

Why do BAD THINGS ?happen to good data

Meet your audience’s

BRAINHi.

`You have only

8 SECONDS

to grab their

ATTENTION

Source: John Medina, Brain Rules.

Uh...what was that?

Repetition commits information to LONG-TERM MEMORY.



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.

PS – Gimme a count of hits anyway.

#1: Maintain ATTENTION#2: Be MEMORABLE

STAND OUTHelp your data

PRESENTATION

Be Your AUDIENCE

Use Your Tools Maximize DataWISELY ABSORPTION

Three Pillars of

Enlightenment

Handle: @LEAPICAHashtag: #SEARCHLOVE

1be your AUDIENCE

CAMPAIGN RESULTS?Can you present some

What do I really

WANT?

WHAT’S THE BIGSTORY?

STATEMENT TO insight

STATEMENT Landing Page Test Results.

OBSERVATION Landing Page B had a higher conversion rate.

INSIGHT!

Landing Page B was a significant winner, likely due to the additional explainer video.

2use your tools WISELY

DOMINATIONPresentation

Used over350 TIMESEVERY SECOND!

Source: Businessweek, 2012.

(including right now)

PEOPLE PROBLEMIt’s a

We need moreCONTROL

CONTROL #1…

Unload the BULLET POINTS

Truly Bad Slides

Bullet points expose all of your information to the

audience at once.

Why do we love ourBULLET POINTS?

Your slides are for yourAUDIENCENOT YOU.

CONTROL #2…

Harness the power ofREAL IMAGERY

John MedinaBRAIN RULES

Vision is theSTRONGESThuman sense

Source: Brain Rules, John Medina.

Imagery

RECALLincreases

EMOTIONImages stir

Tell theirSTORY

Storytelling activates the...Sensory / CerebellumMotor CortexBroca’s areaAuditory cortexOlfactory cortexWernicke’s areaVisual cortex

ConversionResults• 80%ofmobilesearchvisitorsabandoned

ourleadcaptureform.• Thisispotentiallyduetooursearchlanding

pagenotbeingresponsiveandittotallysucked.

80% of Mobile Search VisitorsABANDONED OUR LANDING PAGE!

Why?

The page wasn’t responsiveas previously thought!

80%of Mobile Search VisitorsABANDON OUR LANDING PAGE!

Your data isIMAGERY!

3maximize theirDATA ABSORPTION

VISUALIZATIONChoose the best

CHART CHOOSERJuice Analytics

Bar charts can beABUSED TOO

Let’s doDETOX!

CHART DETOX

03581114161922252730333638414447495255586063666971747779828588909396991011041071101121151181211231261291321341371401431451481511531561591621641671701731751781811841861891921951972002032062082112142162192222252272302332362382412442472492522552582602632662692712742772802822852882902932962993013043073103123153183213233263293323343373403433453483513543563593623643673703733753783813843863893923953974004034064084114144174194224254284304334364384414444474494524554584604634664694714744774804824854884914934964995025045075105125155185215235265295325345375405435455485515545565595625655675705735765785815845865895925955976006036066086116146176196226256286306336366396416446476496526556586606636666696716746776806826856886916936966997027047077107137157187217237267297327347377407437457487517547567597627657677707737767787817847877897927957978008038068088118148178198228258288308338368398418448478508528558588618638668698718748778808828858888918938968999029049079109139159189219249269299329359379409439459489519549569599629659679709739769789819849879899929959981,0001,0031,0061,0091,0111,0141,0171,0191,0221,0251,0281,0301,0331,0361,0391,0411,0441,0471,0501,0521,0551,0581,0611,0631,0661,0691,0721,0741,0771,0801,0821,0851,0881,0911,0931,0961,0991,1021,1041,1071,1101,1131,1151,1181,1211,1241,1261,1291,1321,1351,1371,1401,1431,1461,1481,1511,1541,1561,1591,1621,1651,1671,1701,1731,1761,1781,1811,1841,1871,1891,1921,1951,1981,2001,2031,2061,2091,2111,2141,2171,2201,2221,2251,2281,2301,2331,2361,2391,2411,2441,2471,2501,2521,2551,2581,2611,2631,2661,2691,2721,2741,2771,2801,2831,2851,2881,2911,2941,2961,2991,3021,3041,307

PaidSearch

OrganicSearch

SocialMedia

Display

648

1,305

937

67

180

Conversions

CHART DETOX

1,305937

648180

67

Cell …Comput…

TV & …Car …

Wearab…

Killing 3-DReduce visual noiseData labellingUniform coloring

Conversions by Campaign

CHART DETOX

Strategic coloring 1,305937

648180

67

Cell …Comput…

TV & …Car …

Wearab…

Conversions by Campaign

# OF CONVERSIONS BY CAMPAIGN.Zzzz..

Source: Analytics Inc, 2015.

1,305937

648180

67

Cell PhonesComputersTV & Home …

Car ElectronicsWearable Tech

1,305937

648180

67

Cell PhonesComputersTV & Home …

Car ElectronicsWearable Tech

CELL PHONES GENERATED THE MOST SALES VOLUME...Q1 2016 Search Campaign # of Conversions

Source: Analytics Inc, 2015.

McKinsey Title

1.7%

4.5%

8.4%

0.5%

2.9%

1,305

937

648

180

67

Cell Phones

Computers

TV & Home Theater

Car Electronics

Wearable Tech

...BUT OUR OPPORTUNITY LIES WITH TV/HOME THEATER.Q1 2016 Campaign Channel # Conversions vs. Conversion Rate

Source: Google Adwords, 2015.

# of Conversions Conversion Rate

Dona M. WongWSJ Guide toINFORMATIONGRAPHICS

PrimpYour Slide

presents...

Chart & Slide Makeovers!

P.I.C.A.The Methodology:

Credit: Flickr / David Kingham

define: pi·ka1ˈpīkə;/

a small, cold-climate rodent with short limbs and spherical body and sometimes eats dead birds

Credit: Psychology Today.

define: pi·ca1ˈpīkə/an appetite for substances that are largely non-nutritive, such as soil, paper, clay, metal, chalk, glass, or sand

EXTREME VIZ MAKEOVERThe P.I.C.A. Methodology for Actionable Data Visualizations

EXAMPLE #1Dual-Axis Stacked Bar Chart

with Survey Data

~ @DonalPhipps

This submission is an early attempt to classify visitor behaviour.

We want to help marketing stakeholders understand the needs of customers visiting the site, so they can improve the quality & relevance of the online information.

Please don't shoot me for the pie chart, I have subsequently learned the error of my ways.”

What needs are we failing to meet?

View source data 501 respondents from Jun-Jul 2015

Takeaways:

à Here we had confidential actions for the business to take based on this graph.

VOC Survey –Desired Tasks

100% stacked bar chart

Dual axis line chart - responses



Takeaways:


Key problem areas not obvious

Dual axis line not labelled

Heavy cognitive load

urposeP

EXIST?Why do I

Q: What tasks had the highest percentage of unsuccessful visits?

VISUALIZATIONChoose the best

DOES NOT KNOWwhat your best chart choice is

Your visualization tool

Juice AnalyticsCHART CHOOSER

Dona M. Wong

Chart

Selector

Dona M. WongChartSelector

LeaPica.com/ChartChooser

We need to talk about...

PIE CHARTS

Pie doneWRONG.

PIE CHARTS ??

This is your brain on

A: 100% Stacked Bar Chart

nsightI

Avinash Kaushik,

http://marketingsales.tyden.cz/rubriky/lide/ondrej-slama-jaky-byl-letosni-marketing-festival-v-brne_323057.html

~ AVINASH KAUSHIK

Analysts need to be able to distinguish betweendata and insights.”

define: in·sightˈinˌsīt/

the capacity to gain an accurate and deep intuitive understanding of a person or thing.

@LeaPica



Takeaways:



Remove dual axis

DUAL AXIS CHARTS

DUAL AXIS CHARTS

On this date, nothing happened

DUAL AXES, DUELING TRUTHS

Tyler Vigen,

SPURIOUS CORRELATIONS


0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

General Interest: Education

Product Information: Problem-Solving

Product Information: Manual

Product Information: Compatability/Cross-…

Product Information: Support

Product Information: Buy-To-Specification

Product Information: Quote

Product Information: Certificates

Product Information: Specifications

Account Information: Invoice

Account Information: Order Status Account information

Account Information Tasks Both Resulted in NO SUCCESSFUL VISITS

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%











Account Information: Order Status

% of Unsuccessful Visits Per User Task

McKinsey Title

ontextC

Q: How does response volume impact our decision?

A:Side-by-side bar chart

Account Information Tasks Both Resulted in NO SUCCESSFUL VISITS

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%




Product Information: …


Product Information: Buy-To-…






% of Unsuccessful Visits Per User Task + Total Visits

0 5 10 15 20 25 30

% Unsuccessful Visits Total Responses

Product Specs Are Our Highest-Priority Area of Improvement

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%












% of Unsuccessful Visits Per User Task + Total Visits

0 5 10 15 20 25 30

% Unsuccessful Visits Total VisitsAdjust headline

estheticsA


0%

10

%

20

%

30

%

40

%

50

%

60

%

70

%

80

%

90

%

10

0%












% of Unsuccessful Visits Per Visit Type + Total Visits

0 5 10 15 20 25 30


define: cognitive load

“the total amount of mental effort being used in the working memory”

The higher the load, the harder the work

Let’s doDETOX!


0%

10

%

20

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30

%

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%

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0 5 10 15 20 25 30


Decrease bar gap width to 50%


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Remove gridlines















Remove axis lines


54%

60%

67%

70%

70%

71%

75%

81%

83%

100%

100%













24

10

6

10

10

17

8

16

24

12

2


Add data labels


54%

60%

67%

70%

70%

71%

75%

81%

83%

100%

100%













2410

61010

178

1624

122


Recolor to gray shades

PRODUCT SPECS Are Our Highest-Priority Area of Improvement

54%

60%

67%

70%

70%

71%

75%

81%

83%

100%

100%













2410

61010

178

1624

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Use highlight color to emphasize

Don’t letEXCEL DECIDEwhat matters to

YOUR AUDIENCE



Takeaways:


Before...

PRODUCT SPECS Are Our Highest-Priority Area of Improvement

54%

60%

67%

70%

70%

71%

75%

81%

83%

100%

100%













2410

61010

178

1624

122


AFTER!

uper secret chartshhhhhh!S

TOP SECRET CHART #1: SLOPE GRAPH

82%

62%64%54%

47%

31%33%39%

Pre-Launch Post-Launch

Homepage

About Us

Products

Contact Us

Great for:

Pre/post performance analysis

Comparing similar categories

Responses to survey data

TOP SECRET CHART #2: DOT PLOT

Great for:

Pre/post performance analysis

Comparing similar categories

Category ranking change

46%

24%

38%

92%

85%

59%

42% 50%

Cole Nussbaumer KnaflicSTORYTELLING WITH DATA

AWESOME VIZ READING LIST

RECAPBe Your

AUDIENCEUse Your Tools Maximize Data

WISELY ABSORPTION

Three Pillars

Be Your AUDIENCE


Be Your AUDIENCE


Be Your AUDIENCE


What challenges do you face?

.com

Facts do notCEASE TO EXIST

IGNOREDbecause they are

~ Aldous Huxley

@LeaPica

VIZ RESPONSIBLY, my friends.

Marketing

SearchLove London 2016 | Lea Pica | How to Present to Get Results