Data that persuades: SES SF 2012
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Data that persuades: SES SF 2012

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Data that persuades: SES SF 2012 Data that persuades: SES SF 2012 Presentation Transcript

  • 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 @#$! would you do this?7000  6000  5000  4000   Jun-­‐12  3000   Jul-­‐12  2000   Aug-­‐12  1000   0   Alfalfa   Timothy   Chewy   Pigloos   Hay   Treats   @portentint
  • THIS IS NOT ANALYSIS
  • @#$!@!!! 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      $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.
  • 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.
  • 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.
  • 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  
  • 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  
  • 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      $400.00      $200.00      $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12  
  • Sales  by  channel    $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 9 WAYS TO GIVE GREAT DATA
  • DON’T MAKE THEM READ @portentint
  • 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    
  • 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  
  • 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
  • ABOVE ALL ELSE, SHOW THE DATA @portentint
  •  $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  
  •  $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  
  • MAXIMIZE DATA-INK RATIO @portentint
  •  $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  
  • NO HAMMER PANTS!!
  •  $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  
  • REMOVE NON-DATA INK @portentint
  •  $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  
  •  $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  
  • REMOVE REDUNDANT DATA INK @portentint
  •  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • REVISE & EDIT @portentint
  •  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 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  
  • Sales  by  channel    $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 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
  • USE SMALL MULTIPLES @portentint
  • 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  
  • 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  
  • 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  
  • 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  
  • 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  
  • 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  
  • USE NATURAL COLORS @portentint
  • Sales by channel  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • Sales by channel  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • USE CONTRASTINGNATURAL COLORS @portentint
  • From Tim Beardhttp://portent.co/NHy5QD
  • Sales by channel  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 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   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  
  • 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  
  • 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  
  • GO 45 DEGREES @portentint
  • 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  
  • SHOW TRENDS @portentint
  • 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  
  • 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  
  • DON’T BE THESE GUYS
  • 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
  • OR
  • $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
  • DON’T BE THESE GUYS
  • 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  
  • AN OBLIGATION
  • @PORTENTINTIAN@PORTENT.COMPORTENT.CO/SESDATA