Data that persuadesHow to prove your pointIan	  Lurie	  CEO,	  Portent	  San	  Francisco|	  August	  13–17	  
ME: @PORTENTINT
portent.co/sesdataYes, like this, no ‘m’.
This presentation iscertified 100% bullet-free.
San Francisco | August 13–17, 2012 | #sessf                               @portentint
If you wouldn’t do this                          @portentint
Why the @#$! would you do this?7000	  6000	  5000	  4000	                                                          Jun-­‐1...
THIS IS NOT ANALYSIS
@#$!@!!! off, Ian                    @portentint
WHY SHOULD, TOOAND YOU        I CARE
DATA = FOOD
Data good!!!
More data better!!!
Whoa, hey now,lets not get  personal.
INNUMERACY
INNUMERACYDATA LUNACY
YOUR CAREER ISN’T ABOUT BEING          RIGHT
YOUR CAREER IS ABOUT BEING    UNDERSTOOD
IF YOU WANT TO PERSUADE PEOPLE
BE THE PERSON THEYACTUALLY UNDERSTAND
HERE’S HOW YOU DO IT
LIZARD. APE. HUMAN.
VISCERAL       BEHAVIORAL       REFLECTIVEFrom The Design of Everyday Things,Donald Norman
its true. Im a visceral guy.
not as smart as humans?  Whatever.
does this mean   Im an apexpredator? Sweet!
WHAT. WHY. NEXT.
PPC	                 SEO	             E-­‐mail	           Begging	     May-­‐12	          	  $669.00	  	   	  $643.00	  	 ...
PPC	                 SEO	             E-­‐mail	           Begging	     May-­‐12	          	  $669.00	  	   	  $643.00	  	 ...
PPC	                 SEO	             E-­‐mail	           Begging	     May-­‐12	          	  $669.00	  	   	  $643.00	  	 ...
Why?                                         PPC	  Conversion	  rate	  6%	                                         Landers...
Why?                                                             SEO	  performance	  	  $1,400.00	  	  	  $1,200.00	  	   ...
NextTest more landers.Continue SEO. There’s a lag.
WHAT. WHY. NEXT.
ESTABLISH CONTEXT                    @portentint
SEO	  &	  PPC	  performance	  	  $1,400.00	  	  	  $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	     	  $600.00	  	  ...
Sales	  by	  channel	  	  $1,200.00	  	                                                                                   ...
9 WAYS TO GIVE GREAT DATA
DON’T MAKE THEM READ                       @portentint
PPC	                 SEO	             E-­‐mail	           Begging	  May-­‐12	          	  $669.00	  	   	  $643.00	  	   	...
SEO	  &	  PPC	  performance	  	  $1,400.00	  	  	  $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	     	  $600.00	  	  ...
FOLLOW TUFTE’S LAWSAbove all else, show the data.Maximize data-ink ratio.Erase non-data ink.Erase redundant data ink.Revis...
ABOVE ALL ELSE, SHOW THE DATA                          @portentint
 $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	                                                                       ...
 $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	                                                                       ...
MAXIMIZE DATA-INK RATIO                          @portentint
 $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	                                                                       ...
NO HAMMER PANTS!!
 $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	                                                                       ...
REMOVE NON-DATA INK                      @portentint
 $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	                                                                       ...
 $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	                                                                       ...
REMOVE REDUNDANT DATA INK                       @portentint
 $1,200.00	  	                                                                                          May-­‐12	     	  $...
REVISE & EDIT                @portentint
 $1,200.00	  	                                                                                          May-­‐12	     	  $...
Sale	  by	  channel	  	  $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	                                               ...
Sales	  by	  channel	  	  $1,200.00	  	                                                                                   ...
FOLLOW TUFTE’S LAWSAbove all else, show the data.Maximize data-ink ratio.Erase non-data ink.Erase redundant data ink.Revis...
USE SMALL MULTIPLES                      @portentint
Sales	  by	  month	  	  $1,200.00	  	  	  $1,000.00	  	     	  $800.00	  	                                                ...
Sales by channel                                                        PPC	                                              ...
Sales by channel                                          PPC	                                                            ...
Sales by channel                                          PPC	                                                            ...
Sales by channel                                          PPC	                                                            ...
BSG despair-o-meter                                        Season	  1	                                             Season	...
USE NATURAL COLORS                     @portentint
Sales by channel	  $1,200.00	  	                                                                                          ...
Sales by channel	  $1,200.00	  	                                                                                          ...
USE CONTRASTINGNATURAL COLORS                  @portentint
From Tim Beardhttp://portent.co/NHy5QD
Sales by channel	  $1,200.00	  	                                                                                          ...
SAY NO TO PIE CHARTS                       @portentint
Orders by channel
Orders by channel70	  60	  50	  40	  30	  20	  10	    0	            SEO	       PPC	     E-­‐mail	     Display	     Direct	  
USE CONSISTENT PROPORTIONS                 @portentint
Sales by channel                                            PPC	                                                          ...
Sales by channel                                          PPC	                                                            ...
BSG despair-o-meter                                        Season	  1	                                             Season	...
GO 45 DEGREES                @portentint
Sales	  	  $450,000	  	  	  $400,000	  	  	  $350,000	  	  	  $300,000	  	  	  $250,000	  	  	  $200,000	  	  	  $150,000	...
SHOW TRENDS              @portentint
Sales	  	  $450,000	  	  	  $400,000	  	  	  $350,000	  	  	  $300,000	  	  	  $250,000	  	  	  $200,000	  	  	  $150,000	...
Sales	  	  $450,000	  	  	  $400,000	  	  	  $350,000	  	  	  $300,000	  	  	  $250,000	  	  	  $200,000	  	  	  $150,000	...
DON’T BE THESE GUYS
Total Clicks Compared to Total Monthly Spending            $7,000.00                                                      ...
OR
$2,000                   $4,000                            $6,000                                     $8,000     $-       ...
DON’T BE THESE GUYS
Monthly	  PPC	  visitors	                           1,200	                           1,000	                             80...
AN OBLIGATION
@PORTENTINTIAN@PORTENT.COMPORTENT.CO/SESDATA
Data that persuades: SES SF 2012
Data that persuades: SES SF 2012
Data that persuades: SES SF 2012
Data that persuades: SES SF 2012
Upcoming SlideShare
Loading in...5
×

Data that persuades: SES SF 2012

7,227

Published on

My presentation on data visualization best practices.

Published in: Business, Technology

Data that persuades: SES SF 2012

  1. 1. Data that persuadesHow to prove your pointIan  Lurie  CEO,  Portent  San  Francisco|  August  13–17  
  2. 2. ME: @PORTENTINT
  3. 3. portent.co/sesdataYes, like this, no ‘m’.
  4. 4. This presentation iscertified 100% bullet-free.
  5. 5. San Francisco | August 13–17, 2012 | #sessf @portentint
  6. 6. If you wouldn’t do this @portentint
  7. 7. Why the @#$! would you do this?7000  6000  5000  4000   Jun-­‐12  3000   Jul-­‐12  2000   Aug-­‐12  1000   0   Alfalfa   Timothy   Chewy   Pigloos   Hay   Treats   @portentint
  8. 8. THIS IS NOT ANALYSIS
  9. 9. @#$!@!!! off, Ian @portentint
  10. 10. WHY SHOULD, TOOAND YOU I CARE
  11. 11. DATA = FOOD
  12. 12. Data good!!!
  13. 13. More data better!!!
  14. 14. Whoa, hey now,lets not get personal.
  15. 15. INNUMERACY
  16. 16. INNUMERACYDATA LUNACY
  17. 17. YOUR CAREER ISN’T ABOUT BEING RIGHT
  18. 18. YOUR CAREER IS ABOUT BEING UNDERSTOOD
  19. 19. IF YOU WANT TO PERSUADE PEOPLE
  20. 20. BE THE PERSON THEYACTUALLY UNDERSTAND
  21. 21. HERE’S HOW YOU DO IT
  22. 22. LIZARD. APE. HUMAN.
  23. 23. VISCERAL BEHAVIORAL REFLECTIVEFrom The Design of Everyday Things,Donald Norman
  24. 24. its true. Im a visceral guy.
  25. 25. not as smart as humans? Whatever.
  26. 26. does this mean Im an apexpredator? Sweet!
  27. 27. WHAT. WHY. NEXT.
  28. 28. 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.
  29. 29. 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     New landers launched July 1. SEO content strategy ongoing as of May 1.WHAT: SEO & PPC are on an upswing. WHY: Content, landers.
  30. 30. 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     New landers launched July 1. SEO content strategy ongoing as of May 1.WHAT: SEO & PPC are on an upswing. WHY: Content, landers.
  31. 31. Why? PPC  Conversion  rate  6%   Landers go live June 1 5.00%  5%   4.00%  4%  3%  2%   1.10%   1.00%   1.00%  1%   0.75%   0.40%  0%   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  32. 32. Why? SEO  performance    $1,400.00      $1,200.00      $1,146.00      $1,067.00      $1,000.00      $800.00      $616.00      $600.00      $400.00      $200.00      $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12  
  33. 33. NextTest more landers.Continue SEO. There’s a lag.
  34. 34. WHAT. WHY. NEXT.
  35. 35. ESTABLISH CONTEXT @portentint
  36. 36. SEO  &  PPC  performance    $1,400.00      $1,200.00      $1,000.00      $800.00      $600.00      $400.00      $200.00      $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12  
  37. 37. Sales  by  channel    $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  38. 38. 9 WAYS TO GIVE GREAT DATA
  39. 39. DON’T MAKE THEM READ @portentint
  40. 40. 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    
  41. 41. SEO  &  PPC  performance    $1,400.00      $1,200.00      $1,000.00      $800.00      $600.00      $400.00      $200.00      $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12  
  42. 42. FOLLOW TUFTE’S LAWSAbove 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 @portentint
  43. 43. ABOVE ALL ELSE, SHOW THE DATA @portentint
  44. 44.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  45. 45.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  46. 46. MAXIMIZE DATA-INK RATIO @portentint
  47. 47.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  48. 48. NO HAMMER PANTS!!
  49. 49.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  50. 50. REMOVE NON-DATA INK @portentint
  51. 51.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  52. 52.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  53. 53. REMOVE REDUNDANT DATA INK @portentint
  54. 54.  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  55. 55. REVISE & EDIT @portentint
  56. 56.  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  57. 57. Sale  by  channel    $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  58. 58. Sales  by  channel    $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  59. 59. FOLLOW TUFTE’S LAWSAbove 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 @portentint
  60. 60. USE SMALL MULTIPLES @portentint
  61. 61. Sales  by  month    $1,200.00      $1,000.00      $800.00     PPC    $600.00     SEO   E-­‐mail    $400.00     Begging    $200.00      $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12  
  62. 62. Sales by channel PPC   SEO    $1,400.00      $1,400.00      $1,200.00      $1,200.00      $1,000.00      $1,000.00      $800.00      $800.00      $600.00      $600.00      $400.00      $400.00      $200.00      $200.00      $-­‐          $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,400.00      $1,400.00      $1,200.00      $1,200.00      $1,000.00      $1,000.00      $800.00      $800.00      $600.00      $600.00      $400.00      $400.00      $200.00      $200.00      $-­‐          $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  63. 63. Sales by channel PPC   SEO    $1,050.00      $1,250.00      $1,000.00      $1,150.00      $950.00      $1,050.00      $900.00      $950.00      $850.00      $800.00      $850.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,140.00      $1,160.00      $1,120.00      $1,150.00      $1,100.00      $1,140.00      $1,080.00      $1,130.00      $1,060.00      $1,040.00      $1,120.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  64. 64. Sales by channel PPC   SEO    $1,350.00      $1,350.00      $1,250.00      $1,250.00      $1,150.00      $1,150.00      $1,050.00      $1,050.00      $950.00      $950.00      $850.00      $850.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,350.00      $1,350.00      $1,250.00      $1,250.00      $1,150.00      $1,150.00      $1,050.00      $1,050.00      $950.00      $950.00      $850.00      $850.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  65. 65. Sales by channel PPC   SEO    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  66. 66. BSG despair-o-meter Season  1   Season  2   9   9   9   9   9   9   8  Episode quality 1-­‐5   6-­‐10   11-­‐15   16-­‐20   1-­‐5   6-­‐10   11-­‐15   16-­‐20   Season  3   Season  4   10   9   9   7   7   6   4   2   1-­‐5   6-­‐10   11-­‐15   16-­‐20   1-­‐5   6-­‐10   11-­‐15   16-­‐20  
  67. 67. USE NATURAL COLORS @portentint
  68. 68. Sales by channel  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  69. 69. Sales by channel  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  70. 70. USE CONTRASTINGNATURAL COLORS @portentint
  71. 71. From Tim Beardhttp://portent.co/NHy5QD
  72. 72. Sales by channel  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  73. 73. SAY NO TO PIE CHARTS @portentint
  74. 74. Orders by channel
  75. 75. Orders by channel70  60  50  40  30  20  10   0   SEO   PPC   E-­‐mail   Display   Direct  
  76. 76. USE CONSISTENT PROPORTIONS @portentint
  77. 77. Sales by channel PPC   SEO    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  78. 78. Sales by channel PPC   SEO    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  79. 79. BSG despair-o-meter Season  1   Season  2   9   9   9   9   9   9   8  Episode quality 1-­‐5   6-­‐10   11-­‐15   16-­‐20   1-­‐5   6-­‐10   11-­‐15   16-­‐20   Season  3   Season  4   10   9   9   7   7   6   4   2   1-­‐5   6-­‐10   11-­‐15   16-­‐20   1-­‐5   6-­‐10   11-­‐15   16-­‐20  
  80. 80. GO 45 DEGREES @portentint
  81. 81. Sales    $450,000      $400,000      $350,000      $300,000      $250,000      $200,000      $150,000      $100,000      $50,000      $-­‐     Jan-­‐11   Feb-­‐11   Mar-­‐11   Apr-­‐11   May-­‐11   Jun-­‐11   Jul-­‐11   Aug-­‐11   Sep-­‐11  
  82. 82. SHOW TRENDS @portentint
  83. 83. Sales    $450,000      $400,000      $350,000      $300,000      $250,000      $200,000      $150,000      $100,000      $50,000      $-­‐     Jan-­‐11   Feb-­‐11   Mar-­‐11   Apr-­‐11   May-­‐11   Jun-­‐11   Jul-­‐11   Aug-­‐11   Sep-­‐11  
  84. 84. Sales    $450,000      $400,000      $350,000      $300,000      $250,000      $200,000      $150,000      $100,000      $50,000      $-­‐     Jan-­‐11   Feb-­‐11   Mar-­‐11   Apr-­‐11   May-­‐11   Jun-­‐11   Jul-­‐11   Aug-­‐11   Sep-­‐11  
  85. 85. DON’T BE THESE GUYS
  86. 86. Total Clicks Compared to Total Monthly Spending $7,000.00 6,000 $6,000.00 5,000 $5,000.00 4,000Spending $4,000.00 Clicks 3,000 $3,000.00 2,000 $2,000.00 $1,000.00 1,000 $- 0 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Historical Average Clicks Conversions Compared to Total Monthly Spending $7,000.00 18 $6,000.00 16 14 $5,000.00 12 Conversions Spending $4,000.00 10 $3,000.00 8 6 $2,000.00 4 $1,000.00 2 $- 0 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Spending Conversions
  87. 87. OR
  88. 88. $2,000 $4,000 $6,000 $8,000 $- 0 5 10 15 20Dec-10 Dec-10Feb-11 Feb-11Apr-11 Apr-11Jun-11 Jun-11Aug-11 Aug-11Oct-11 Oct-11 Spend Conversions
  89. 89. DON’T BE THESE GUYS
  90. 90. Monthly  PPC  visitors   1,200   1,000   800  Unique  Visitors   600   400   200   0   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  
  91. 91. AN OBLIGATION
  92. 92. @PORTENTINTIAN@PORTENT.COMPORTENT.CO/SESDATA
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×