More Related Content Similar to Data that persuades: SES SF 2012 Similar to Data that persuades: SES SF 2012 (11) Data that persuades: SES SF 20127. 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
24. VISCERAL
BEHAVIORAL
REFLECTIVE
From The Design of Everyday Things,
Donald Norman
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
WHAT: SEO & PPC are on an upswing.
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. 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.
32. 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
33. 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
37. 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
38. Sales
by
channel
$1,200.00
May-‐12
$600.00
Jun-‐12
Jul-‐12
$-‐
PPC
SEO
E-‐mail
Begging
41. 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
42. 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
43. 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.
From The Visual Display of Quantitative Data,
by Edward Tufte
@portentint
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. $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. $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. $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. $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. $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
55. $1,200.00
May-‐12
$600.00
Jun-‐12
Jul-‐12
$-‐
PPC
SEO
E-‐mail
Begging
57. $1,200.00
May-‐12
$600.00
Jun-‐12
Jul-‐12
$-‐
PPC
SEO
E-‐mail
Begging
58. 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
59. Sales
by
channel
$1,200.00
May-‐12
$600.00
Jun-‐12
Jul-‐12
$-‐
PPC
SEO
E-‐mail
Begging
60. 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.
From The Visual Display of Quantitative Data,
by Edward Tufte
@portentint
62. 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
63. 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
64. 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
65. 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
66. 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
67. 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
69. Sales by channel
$1,200.00
May-‐12
$600.00
Jun-‐12
Jul-‐12
$-‐
PPC
SEO
E-‐mail
Begging
70. Sales by channel
$1,200.00
May-‐12
$600.00
Jun-‐12
Jul-‐12
$-‐
PPC
SEO
E-‐mail
Begging
73. Sales by channel
$1,200.00
May-‐12
$600.00
Jun-‐12
Jul-‐12
$-‐
PPC
SEO
E-‐mail
Begging
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. 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
80. 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
82. 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. 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. 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
90. Total Clicks Compared to Total Monthly Spending
$7,000.00 6,000
$6,000.00 5,000
$5,000.00
4,000
Spending
$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
92. $2,000
$4,000
$6,000
$8,000
$-
0
5
10
15
20
Dec-10 Dec-10
Feb-11 Feb-11
Apr-11 Apr-11
Jun-11 Jun-11
Aug-11 Aug-11
Oct-11 Oct-11
Spend
Conversions
94. 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