SlideShare a Scribd company logo
1 of 96
Download to read offline
Data that persuades
How to prove your point
Ian	
  Lurie	
  
CEO,	
  Portent	
  




San	
  Francisco|	
  August	
  13–17	
  
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?




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, TOO
AND YOU
        I CARE
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.
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	
  
Next


Test 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 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
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 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
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 CONTRASTING
NATURAL COLORS




                  @portentint
From Tim Beard
http://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 channel

70	
  

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
                                                                                                                                                                                                         4,000

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
OR
$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
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
@PORTENTINT
IAN@PORTENT.COM

PORTENT.CO/SESDATA

More Related Content

What's hot

PLI scheme india.pptx
PLI scheme india.pptxPLI scheme india.pptx
PLI scheme india.pptxAmanTamgadge1
 
Indian Economic Growth
Indian Economic GrowthIndian Economic Growth
Indian Economic GrowthAnurag Mehra
 
United States Postal Service IT Strategy
United States Postal Service IT StrategyUnited States Postal Service IT Strategy
United States Postal Service IT StrategyBalaji Katakam
 
Service sectors ppt
Service sectors pptService sectors ppt
Service sectors pptMeraPPT. com
 
India The Next Superpower
India   The Next SuperpowerIndia   The Next Superpower
India The Next SuperpowerAnkit Saxena
 
$ 5 trillion indian economy
$ 5 trillion indian economy$ 5 trillion indian economy
$ 5 trillion indian economyCapt Ashok Menon
 
Proposal for 1 day seminar (dr. saim)1
Proposal for 1 day seminar (dr. saim)1Proposal for 1 day seminar (dr. saim)1
Proposal for 1 day seminar (dr. saim)1Dr Saim Ali soomro
 
An Analysis of "Make in India" Program of Government of India
An Analysis of "Make in India" Program of Government of IndiaAn Analysis of "Make in India" Program of Government of India
An Analysis of "Make in India" Program of Government of IndiaBurning Brain Society
 
[창업&예비창업자] 사업계획서 작성
[창업&예비창업자] 사업계획서 작성[창업&예비창업자] 사업계획서 작성
[창업&예비창업자] 사업계획서 작성더게임체인저스
 
2020 디지털 사이니지 전망과 기대
2020 디지털 사이니지 전망과 기대2020 디지털 사이니지 전망과 기대
2020 디지털 사이니지 전망과 기대M&M Networks
 
Industrial development
Industrial developmentIndustrial development
Industrial developmentvanialundina
 
Role of FDI in India
Role of FDI in India Role of FDI in India
Role of FDI in India Jayesh Sharma
 
Presentation on MAKE IN INDIA- THE FUTURE.
Presentation on         MAKE IN INDIA- THE FUTURE.Presentation on         MAKE IN INDIA- THE FUTURE.
Presentation on MAKE IN INDIA- THE FUTURE.Kumar Abhinay
 

What's hot (20)

NETFLIX - SWOT.pptx
NETFLIX - SWOT.pptxNETFLIX - SWOT.pptx
NETFLIX - SWOT.pptx
 
PLI scheme india.pptx
PLI scheme india.pptxPLI scheme india.pptx
PLI scheme india.pptx
 
Make In India
Make In IndiaMake In India
Make In India
 
Make in india
Make in indiaMake in india
Make in india
 
Indian Economic Growth
Indian Economic GrowthIndian Economic Growth
Indian Economic Growth
 
United States Postal Service IT Strategy
United States Postal Service IT StrategyUnited States Postal Service IT Strategy
United States Postal Service IT Strategy
 
Data-Driven @ Netflix
Data-Driven @ NetflixData-Driven @ Netflix
Data-Driven @ Netflix
 
Service sectors ppt
Service sectors pptService sectors ppt
Service sectors ppt
 
India The Next Superpower
India   The Next SuperpowerIndia   The Next Superpower
India The Next Superpower
 
$ 5 trillion indian economy
$ 5 trillion indian economy$ 5 trillion indian economy
$ 5 trillion indian economy
 
Proposal for 1 day seminar (dr. saim)1
Proposal for 1 day seminar (dr. saim)1Proposal for 1 day seminar (dr. saim)1
Proposal for 1 day seminar (dr. saim)1
 
An Analysis of "Make in India" Program of Government of India
An Analysis of "Make in India" Program of Government of IndiaAn Analysis of "Make in India" Program of Government of India
An Analysis of "Make in India" Program of Government of India
 
[창업&예비창업자] 사업계획서 작성
[창업&예비창업자] 사업계획서 작성[창업&예비창업자] 사업계획서 작성
[창업&예비창업자] 사업계획서 작성
 
2020 디지털 사이니지 전망과 기대
2020 디지털 사이니지 전망과 기대2020 디지털 사이니지 전망과 기대
2020 디지털 사이니지 전망과 기대
 
Industrial development
Industrial developmentIndustrial development
Industrial development
 
Role of FDI in India
Role of FDI in India Role of FDI in India
Role of FDI in India
 
TMDb movie dataset by kaggle
TMDb movie dataset by kaggleTMDb movie dataset by kaggle
TMDb movie dataset by kaggle
 
Business Plan
Business Plan Business Plan
Business Plan
 
Netflix marketing strategy
Netflix marketing strategyNetflix marketing strategy
Netflix marketing strategy
 
Presentation on MAKE IN INDIA- THE FUTURE.
Presentation on         MAKE IN INDIA- THE FUTURE.Presentation on         MAKE IN INDIA- THE FUTURE.
Presentation on MAKE IN INDIA- THE FUTURE.
 

Similar to Data that persuades: SES SF 2012

Data visualization: Be understood
Data visualization: Be understoodData visualization: Be understood
Data visualization: Be understoodIan Lurie
 
Data that persuades: Annotated - from SES SF 2012
Data that persuades: Annotated - from SES SF 2012Data that persuades: Annotated - from SES SF 2012
Data that persuades: Annotated - from SES SF 2012Ian Lurie
 
Data That Persuades - How to prove your point
Data That Persuades - How to prove your pointData That Persuades - How to prove your point
Data That Persuades - How to prove your pointGlass & Gold, Inc
 
Culture Code: Creating a Company You Love
Culture Code: Creating a Company You LoveCulture Code: Creating a Company You Love
Culture Code: Creating a Company You LoveDharmesh Shah
 
Social Media Marketing Budget Template
Social Media Marketing Budget TemplateSocial Media Marketing Budget Template
Social Media Marketing Budget TemplateDemand Metric
 
Final businessplan
Final businessplanFinal businessplan
Final businessplanshaytoohot
 
Baking Mad SEO: Best UK SEO Campaign 2012
Baking Mad SEO: Best UK SEO Campaign 2012Baking Mad SEO: Best UK SEO Campaign 2012
Baking Mad SEO: Best UK SEO Campaign 2012Richard Kirk
 

Similar to Data that persuades: SES SF 2012 (11)

Data visualization: Be understood
Data visualization: Be understoodData visualization: Be understood
Data visualization: Be understood
 
Data that persuades: Annotated - from SES SF 2012
Data that persuades: Annotated - from SES SF 2012Data that persuades: Annotated - from SES SF 2012
Data that persuades: Annotated - from SES SF 2012
 
Data That Persuades - How to prove your point
Data That Persuades - How to prove your pointData That Persuades - How to prove your point
Data That Persuades - How to prove your point
 
Budget Report
Budget ReportBudget Report
Budget Report
 
Culture Code: Creating a Company You Love
Culture Code: Creating a Company You LoveCulture Code: Creating a Company You Love
Culture Code: Creating a Company You Love
 
G.U.C Marketing Plan
G.U.C Marketing PlanG.U.C Marketing Plan
G.U.C Marketing Plan
 
Discover and apply your passion
Discover and apply your passionDiscover and apply your passion
Discover and apply your passion
 
Social Media Marketing Budget Template
Social Media Marketing Budget TemplateSocial Media Marketing Budget Template
Social Media Marketing Budget Template
 
Final businessplan
Final businessplanFinal businessplan
Final businessplan
 
Advice for graduating students
Advice for graduating studentsAdvice for graduating students
Advice for graduating students
 
Baking Mad SEO: Best UK SEO Campaign 2012
Baking Mad SEO: Best UK SEO Campaign 2012Baking Mad SEO: Best UK SEO Campaign 2012
Baking Mad SEO: Best UK SEO Campaign 2012
 

More from Ian Lurie

Data Visualization For Marketers
Data Visualization For MarketersData Visualization For Marketers
Data Visualization For MarketersIan Lurie
 
Starting, Running, And Selling An Agency: Life Among The Monsters
Starting, Running, And Selling An Agency: Life Among The MonstersStarting, Running, And Selling An Agency: Life Among The Monsters
Starting, Running, And Selling An Agency: Life Among The MonstersIan Lurie
 
Core Web Vitals and SEO: Don't Panic. Improve.
Core Web Vitals and SEO: Don't Panic. Improve.Core Web Vitals and SEO: Don't Panic. Improve.
Core Web Vitals and SEO: Don't Panic. Improve.Ian Lurie
 
Big Content, Small Teams: Content Creation For The Real World
Big Content, Small Teams: Content Creation For The Real WorldBig Content, Small Teams: Content Creation For The Real World
Big Content, Small Teams: Content Creation For The Real WorldIan Lurie
 
Teaching SEO To Internal Teams: Don't Be Ridiculous
Teaching SEO To Internal Teams: Don't Be RidiculousTeaching SEO To Internal Teams: Don't Be Ridiculous
Teaching SEO To Internal Teams: Don't Be RidiculousIan Lurie
 
E-A-T: Myths, Truths, And Implications for SEO
E-A-T: Myths, Truths, And Implications for SEOE-A-T: Myths, Truths, And Implications for SEO
E-A-T: Myths, Truths, And Implications for SEOIan Lurie
 
SEO Copywriting: The Blank Sheet Of Paper Test
SEO Copywriting: The Blank Sheet Of Paper TestSEO Copywriting: The Blank Sheet Of Paper Test
SEO Copywriting: The Blank Sheet Of Paper TestIan Lurie
 
Your Content Doesn't Matter Without Technology
Your Content Doesn't Matter Without TechnologyYour Content Doesn't Matter Without Technology
Your Content Doesn't Matter Without TechnologyIan Lurie
 
The Dungeons & Dragons Guide to Marketing
The Dungeons & Dragons Guide to MarketingThe Dungeons & Dragons Guide to Marketing
The Dungeons & Dragons Guide to MarketingIan Lurie
 
Advanced SEO: No More Bullshit
Advanced SEO: No More BullshitAdvanced SEO: No More Bullshit
Advanced SEO: No More BullshitIan Lurie
 
Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done
Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit DoneBullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done
Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit DoneIan Lurie
 
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and LanguageAdvanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and LanguageIan Lurie
 
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned MoneyA Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned MoneyIan Lurie
 
5 Lessons For Entrepreneurs: 2018 Edition
5 Lessons For Entrepreneurs: 2018 Edition5 Lessons For Entrepreneurs: 2018 Edition
5 Lessons For Entrepreneurs: 2018 EditionIan Lurie
 
Advanced Content Workflow Using GitHub and Markdown
Advanced Content Workflow Using GitHub and MarkdownAdvanced Content Workflow Using GitHub and Markdown
Advanced Content Workflow Using GitHub and MarkdownIan Lurie
 
Tip Per Minute: A Hyper-Active SEO Brain Dump
Tip Per Minute: A Hyper-Active SEO Brain DumpTip Per Minute: A Hyper-Active SEO Brain Dump
Tip Per Minute: A Hyper-Active SEO Brain DumpIan Lurie
 
Intelligent CX: 25 Years of Marketing, And Where to Go Next
Intelligent CX: 25 Years of Marketing, And Where to Go NextIntelligent CX: 25 Years of Marketing, And Where to Go Next
Intelligent CX: 25 Years of Marketing, And Where to Go NextIan Lurie
 
Burying Hate Sites in the SERPs
Burying Hate Sites in the SERPsBurying Hate Sites in the SERPs
Burying Hate Sites in the SERPsIan Lurie
 
Marketing Worldbuilding: Collaborative Storytelling for Digital
Marketing Worldbuilding: Collaborative Storytelling for DigitalMarketing Worldbuilding: Collaborative Storytelling for Digital
Marketing Worldbuilding: Collaborative Storytelling for DigitalIan Lurie
 
Lean Content: Marketing Profs B2B
Lean Content: Marketing Profs B2BLean Content: Marketing Profs B2B
Lean Content: Marketing Profs B2BIan Lurie
 

More from Ian Lurie (20)

Data Visualization For Marketers
Data Visualization For MarketersData Visualization For Marketers
Data Visualization For Marketers
 
Starting, Running, And Selling An Agency: Life Among The Monsters
Starting, Running, And Selling An Agency: Life Among The MonstersStarting, Running, And Selling An Agency: Life Among The Monsters
Starting, Running, And Selling An Agency: Life Among The Monsters
 
Core Web Vitals and SEO: Don't Panic. Improve.
Core Web Vitals and SEO: Don't Panic. Improve.Core Web Vitals and SEO: Don't Panic. Improve.
Core Web Vitals and SEO: Don't Panic. Improve.
 
Big Content, Small Teams: Content Creation For The Real World
Big Content, Small Teams: Content Creation For The Real WorldBig Content, Small Teams: Content Creation For The Real World
Big Content, Small Teams: Content Creation For The Real World
 
Teaching SEO To Internal Teams: Don't Be Ridiculous
Teaching SEO To Internal Teams: Don't Be RidiculousTeaching SEO To Internal Teams: Don't Be Ridiculous
Teaching SEO To Internal Teams: Don't Be Ridiculous
 
E-A-T: Myths, Truths, And Implications for SEO
E-A-T: Myths, Truths, And Implications for SEOE-A-T: Myths, Truths, And Implications for SEO
E-A-T: Myths, Truths, And Implications for SEO
 
SEO Copywriting: The Blank Sheet Of Paper Test
SEO Copywriting: The Blank Sheet Of Paper TestSEO Copywriting: The Blank Sheet Of Paper Test
SEO Copywriting: The Blank Sheet Of Paper Test
 
Your Content Doesn't Matter Without Technology
Your Content Doesn't Matter Without TechnologyYour Content Doesn't Matter Without Technology
Your Content Doesn't Matter Without Technology
 
The Dungeons & Dragons Guide to Marketing
The Dungeons & Dragons Guide to MarketingThe Dungeons & Dragons Guide to Marketing
The Dungeons & Dragons Guide to Marketing
 
Advanced SEO: No More Bullshit
Advanced SEO: No More BullshitAdvanced SEO: No More Bullshit
Advanced SEO: No More Bullshit
 
Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done
Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit DoneBullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done
Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done
 
Advanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and LanguageAdvanced SEO: Logs, Load, and Language
Advanced SEO: Logs, Load, and Language
 
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned MoneyA Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
 
5 Lessons For Entrepreneurs: 2018 Edition
5 Lessons For Entrepreneurs: 2018 Edition5 Lessons For Entrepreneurs: 2018 Edition
5 Lessons For Entrepreneurs: 2018 Edition
 
Advanced Content Workflow Using GitHub and Markdown
Advanced Content Workflow Using GitHub and MarkdownAdvanced Content Workflow Using GitHub and Markdown
Advanced Content Workflow Using GitHub and Markdown
 
Tip Per Minute: A Hyper-Active SEO Brain Dump
Tip Per Minute: A Hyper-Active SEO Brain DumpTip Per Minute: A Hyper-Active SEO Brain Dump
Tip Per Minute: A Hyper-Active SEO Brain Dump
 
Intelligent CX: 25 Years of Marketing, And Where to Go Next
Intelligent CX: 25 Years of Marketing, And Where to Go NextIntelligent CX: 25 Years of Marketing, And Where to Go Next
Intelligent CX: 25 Years of Marketing, And Where to Go Next
 
Burying Hate Sites in the SERPs
Burying Hate Sites in the SERPsBurying Hate Sites in the SERPs
Burying Hate Sites in the SERPs
 
Marketing Worldbuilding: Collaborative Storytelling for Digital
Marketing Worldbuilding: Collaborative Storytelling for DigitalMarketing Worldbuilding: Collaborative Storytelling for Digital
Marketing Worldbuilding: Collaborative Storytelling for Digital
 
Lean Content: Marketing Profs B2B
Lean Content: Marketing Profs B2BLean Content: Marketing Profs B2B
Lean Content: Marketing Profs B2B
 

Recently uploaded

FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756dollysharma2066
 
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Roland Driesen
 
M.C Lodges -- Guest House in Jhang.
M.C Lodges --  Guest House in Jhang.M.C Lodges --  Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.Aaiza Hassan
 
7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...Paul Menig
 
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116  - With room ServiceCall Girls in Gomti Nagar - 7388211116  - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Servicediscovermytutordmt
 
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...Any kyc Account
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsMichael W. Hawkins
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis:  Simple Linear Regression Multiple Linear RegressionRegression analysis:  Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRavindra Nath Shukla
 
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfGrateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfPaul Menig
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...amitlee9823
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageMatteo Carbone
 
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...lizamodels9
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...Aggregage
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayNZSG
 
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Delhi Call girls
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdfRenandantas16
 
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Roland Driesen
 
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...amitlee9823
 

Recently uploaded (20)

FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
 
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...
 
M.C Lodges -- Guest House in Jhang.
M.C Lodges --  Guest House in Jhang.M.C Lodges --  Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.
 
7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...
 
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116  - With room ServiceCall Girls in Gomti Nagar - 7388211116  - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
 
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael Hawkins
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis:  Simple Linear Regression Multiple Linear RegressionRegression analysis:  Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
 
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfGrateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdf
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
 
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
 
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pillsMifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
 
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
 
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...
 
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
 

Data that persuades: SES SF 2012

  • 1. Data that persuades How to prove your point Ian  Lurie   CEO,  Portent   San  Francisco|  August  13–17  
  • 4. This presentation is certified 100% bullet-free.
  • 5. San Francisco | August 13–17, 2012 | #sessf @portentint
  • 6. If you wouldn’t do this @portentint
  • 7. Why the @#$! would you do this? 7000   6000   5000   4000   Jun-­‐12   3000   Jul-­‐12   2000   Aug-­‐12   1000   0   Alfalfa   Timothy   Chewy   Pigloos   Hay   Treats   @portentint
  • 8. THIS IS NOT ANALYSIS
  • 9.
  • 10. @#$!@!!! off, Ian @portentint
  • 11. WHY SHOULD, TOO AND YOU I CARE
  • 15. Whoa, hey now, let's not get personal.
  • 18. YOUR CAREER ISN’T ABOUT BEING RIGHT
  • 19. YOUR CAREER IS ABOUT BEING UNDERSTOOD
  • 20. IF YOU WANT TO PERSUADE PEOPLE
  • 21. BE THE PERSON THEY ACTUALLY UNDERSTAND
  • 24. VISCERAL BEHAVIORAL REFLECTIVE From The Design of Everyday Things, Donald Norman
  • 25. it's true. I'm a visceral guy.
  • 26. not as smart as humans? Whatever.
  • 27. does this mean I'm an apex predator? Sweet!
  • 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  
  • 34. Next Test more landers. Continue SEO. There’s a lag.
  • 36. ESTABLISH CONTEXT @portentint
  • 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  
  • 39. 9 WAYS TO GIVE GREAT DATA
  • 40. DON’T MAKE THEM READ @portentint
  • 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
  • 44. ABOVE ALL ELSE, SHOW THE DATA @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  
  • 47. MAXIMIZE DATA-INK RATIO @portentint
  • 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  
  • 51. REMOVE NON-DATA INK @portentint
  • 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  
  • 54. REMOVE REDUNDANT DATA INK @portentint
  • 55.  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 56. REVISE & EDIT @portentint
  • 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
  • 61. USE SMALL MULTIPLES @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  
  • 68. USE NATURAL COLORS @portentint
  • 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  
  • 74. SAY NO TO PIE CHARTS @portentint
  • 76. Orders by channel 70   60   50   40   30   20   10   0   SEO   PPC   E-­‐mail   Display   Direct  
  • 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  
  • 81. GO 45 DEGREES @portentint
  • 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  
  • 83. SHOW TRENDS @portentint
  • 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  
  • 87.
  • 88.
  • 89.
  • 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
  • 91. OR
  • 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