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Effective Data Storytelling: The Key to Search Reporting By Michael Barthalow

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Must-Have Reports For Search Advertisers. PRESENTATION: Effective Data Storytelling: The Key to Search Reporting - Given by Michael Barthalow, @michaelb3600 - LunaMetrics, Senior Account Manager. #SMX #13B

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Effective Data Storytelling: The Key to Search Reporting By Michael Barthalow

  1. 1. #SMX #13B @michaelb3600 The Key to Search Reporting Effective Data Storytelling
  2. 2. #SMX #13B @michaelb3600 The Key to Search Reporting Effective Data Storytelling
  3. 3. #SMX #13B @michaelb3600 Michael Bartholow Search Manager @michaelb3600
  4. 4. #SMX #13B @michaelb3600 Loves Nintendo Studied Film Theory
  5. 5. #SMX #13B @michaelb3600 Why do we do reporting?
  6. 6. #SMX #13B @michaelb3600 Inform client or internal team Justify our jobs / Demonstrate results
  7. 7. #SMX #13B @michaelb3600 What do YOU want from a report?
  8. 8. #SMX #13B @michaelb3600 What’s your ask? Engagement New tool Integration Budget New client project
  9. 9. #SMX #13B @michaelb3600 How can we get it?
  10. 10. #SMX #13B @michaelb3600 Story
  11. 11. #SMX #13B @michaelb3600 Multiple brain centers activated Changes our brain & blood. Sometimes for days! Stories
  12. 12. #SMX #13B @michaelb3600 Dr. Brene Brown –Univ. of Houston Stories are just data with soul
  13. 13. #SMX #13B @michaelb3600
  14. 14. #SMX #13B @michaelb3600
  15. 15. #SMX #13B @michaelb3600 data with soul” Dr Brene Brown - University of Houston Storytelling Tips
  16. 16. #SMX #13B @michaelb3600 Andrew Stanton -Pixar Don’t give them 4, give them 2 + 2.
  17. 17. #SMX #13B @michaelb3600 Data storytelling ≠ Charts Problem – Tension - Resolution Data Storytelling Tips
  18. 18. #SMX #13B @michaelb3600 “Most important thing to keep in mind when doing a data story is your audience and the delivery medium” Daniel Waisberg Analytics Advocate Google
  19. 19. #SMX #13B @michaelb3600 Executive Dash Revenue & Sales Monthly Presentation Director Dash Spend & Conversions Daily Dashboard Analysts Dash Clicks & Engagement Daily Dashboard SEO/IT Dash Load time & 404s Daily dashboard
  20. 20. #SMX #13B @michaelb3600 data with soul” Dr Brene Brown - University of Houston Tools
  21. 21. #SMX #13B @michaelb3600
  22. 22. #SMX #13B @michaelb3600
  23. 23. #SMX #13B @michaelb3600
  24. 24. #SMX #13B @michaelb3600
  25. 25. #SMX #13B @michaelb3600 Free (Really!) Google Drive-style Sharing Google Sheets MySQL Google Analytics Google AdWords More!
  26. 26. #SMX #13B @michaelb3600
  27. 27. #SMX #13B @michaelb3600
  28. 28. #SMX #13B @michaelb3600
  29. 29. #SMX #13B @michaelb3600 Export data to Google Sheets Calculate & pair in Data Studio
  30. 30. #SMX #13B @michaelb3600 Video report. Tour your dashboard. Tell story about what happened, what happens next. Google Drive / Email.
  31. 31. #SMX #13B @michaelb3600 Key Point: Don’t forget the story in data storytelling
  32. 32. #SMX #13B @michaelb3600 Example Video Report Tool Links Data Studio Cheat Sheet SuperMetrics Discount Code lunametrics.com/smx-michael Michael Bartholow
  33. 33. #SMX #13B @michaelb3600 LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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