Data that persuades: SES SF 2012
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Data that persuades: SES SF 2012
- 1. Data that persuades How to prove your point Ian Lurie CEO, Portent San Francisco| August 13–17
- 3. portent.co/sesdata Yes, like this, no ‘m’.
- 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 @#$! would you do this? 7000 6000 5000 4000 Jun-‐12 3000 Jul-‐12 2000 Aug-‐12 1000 0 Alfalfa Timothy Chewy Pigloos Hay Treats @portentint
- 8. THIS IS NOT ANALYSIS
- 10. @#$!@!!! off, Ian @portentint
- 11. WHY SHOULD, TOO AND YOU I CARE
- 12. DATA = FOOD
- 13. Data good!!!
- 15. Whoa, hey now, let's not get personal.
- 16. INNUMERACY
- 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
- 22. HERE’S HOW YOU DO IT
- 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!
- 28. WHAT. WHY. NEXT.
- 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.
- 35. WHAT. WHY. NEXT.
- 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
- 71. USE CONTRASTING NATURAL COLORS @portentint
- 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
- 77. USE CONSISTENT PROPORTIONS @portentint
- 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
- 86. DON’T BE THESE GUYS
- 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
- 93. DON’T BE THESE GUYS
- 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
- 95. AN OBLIGATION