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Sorry, but marketing is your job too


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Keynote on why statisticians should also be online marketers.

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Published in: Marketing
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Sorry, but marketing is your job too

  1. 1. Sorry but marketing is your job too
  2. 2. Hello. My name is Christine Cawthorne.
  3. 3. You publish statistics. (I think.)
  4. 4. Amazing
  5. 5. Incredible
  6. 6. Insightful statistics.
  7. 7. But that doesn’t mean your work here is done.
  8. 8. Oh no.
  9. 9. Let me show you around a little.
  10. 10. 40% of the world’s population is online.
  11. 11. There are at least 4.5 billion web pages.
  12. 12. 65% of clicks go on the top 3 results
  13. 13. “The best place to hide a dead body is the second page of google search results.”
  14. 14. People don’t stay on the page long
  15. 15. Users read in an ‘F’ shape
  16. 16. There are more mobile users than desktop
  17. 17. Your job now means you have to market your content to the world.
  18. 18. Why?
  19. 19. Because of the filter bubble.
  20. 20. Because people are lazy.
  21. 21. Because reading online is actually really hard.
  22. 22. Because statistics tell us stories, if we let them.
  23. 23. Because you want to be in on the conversation.
  24. 24. “Currently, it is unclear how you arrived at the upper and lower ranges for the combined estimate of mortality (44,750- 52,500). Adding this information would aid understanding and interpretation of the figures.”
  25. 25. “But this is what we would like to see, isn't it? The publicly-funded data is down here. And we would like flowers to grow out on the net. And one of the crucial points is to make them searchable." Hans Rosling, 2006
  26. 26. Five things you can do.
  27. 27. 1.Write meaningful titles.
  28. 28. 2. Use plain language.
  29. 29. 2. Use plain language.
  30. 30. 3. Focus on making it findable.
  31. 31. 4. Collect feedback.
  32. 32. 5. Learn about user behaviour.
  33. 33. You are in control of whether or not people will find, understand and use your statistics.
  34. 34. Thank you. Connect with me: LinkedIn: Christine Cawthorne Twitter: @crocstar