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By Jeff Sauer
Founder of Knowledge Land
Storytelling with
Data and Reports
Telling a story from
our data
Let’s go back to
school
@jeffalytics
Remember the scientific method?
@jeffalytics
Ask a Question
The Scientific Method
Do Background Research
Construct a Hypothesis
TestYour Hypothesis By Doin...
@jeffalytics
Two problems with
online programs
@jeffalytics
Drawing Conclusions
Analysis is a problem
@jeffalytics
Confirming Hypothesis
Validating the hypothesis is a problem
@jeffalytics
In Other Words…
@jeffalytics
If we don’t reflect
and share, how do
we learn?
@jeffalytics
What Happened?
Analytics Tools Are Great for Telling Us
@jeffalytics
What Happened?
Analytics Tools Are Great for Telling Us
By How Much?
@jeffalytics
An explanation of why it
happened
Our brains must come up with
@jeffalytics
The story of what we
learned
Our brains must come up with
@jeffalytics
A plan for how we can
get more of it
Our brains must come up with
Telling a Story
with Our Data
@jeffalytics
Our responsibility as marketers
3 Main Points for Today
Why we need stories
Presenting your results
@jeffalytics
Download 7 Keys to Strategic
Analytics & Other Materials:
bit.ly/AnalyticsMunich
Before I forget…
Our Responsibility as
Marketers
To expand the collective knowledge of our organization
@jeffalytics
What is data,
anyway?
@jeffalytics
Data = facts
Image courtesy of: http://socialsciences.cornell.edu/wp-content/uploads/2015/02/Data.jpg
@jeffalytics
Big Data = More facts!
Image courtesy of: http://www.bigdata-careers.com/wp-content/uploads/2014/05/big-data....
@jeffalytics
I used to stare at this until my eyes bled
@jeffalytics
This was revolutionary for the industry
Image courtesy of: http://blog.measureful.com/google-analytics/
@jeffalytics
Aesthetics continue to be more pleasing
@jeffalytics
But…
In many ways we are stuck in the past
@jeffalytics
Some things have barely changed
How different?
@jeffalytics
Same data,
prettier package
@jeffalytics
We still need
translation
@jeffalytics
@jeffalytics
Data Information Knowledge Wisdom
What we need to make decisions
@jeffalytics
Data = facts
Image courtesy of: http://socialsciences.cornell.edu/wp-content/uploads/2015/02/Data.jpg
@jeffalytics
Data is Cheap Free
The problem with big data
Data is Everywhere
Data is Dumb
@jeffalytics
Data Information Knowledge Wisdom
What we need to make decisions
@jeffalytics
Information = Data
with context or
structure
@jeffalytics
Creating a narrative from data
Take the Quiz at New York Times: http://nyti.ms/1HVgnCx
@jeffalytics
I Scored 50%
@jeffalytics
This is an automated report and it’s FREE
Image Courtesy of Quill Engage
@jeffalytics
Computer turns data into information
Visit Quill Engage at http://bit.ly/SMXQuill
@jeffalytics
Can a computer
replace your work?
Then we need to do more!
@jeffalytics
Data Information Knowledge Wisdom
What we need to make decisions
@jeffalytics
Knowledge =
Understanding of
the Information
@jeffalytics
Knowledge must
be earned
@jeffalytics
Computers can’t
automate
knowledge
@jeffalytics
We need to help
accelerate
knowledge
@jeffalytics
Provide a universal picture
Knowledge Accelerators
Present the answer first
Have supporting detail ready Make ...
@jeffalytics
Share knowledge with your organization
@jeffalytics
Data Information Knowledge Wisdom
What we need to make decisions
@jeffalytics
Wisdom = Thinking
and acting on
knowledge
@jeffalytics
Your turn, Einstein
@jeffalytics
How we make decisions, another picture
Data vs. Information vs. Knowledge: http://www.infogineering.net/data-...
@jeffalytics
Our responsibility as marketers:
To give our organization the
information and knowledge
needed to make decisi...
Why we need
stories
@jeffalytics
A Case Study
The Periodic Table of Google Analytics
@jeffalytics
Teaching Google
Analytics
@jeffalytics
There is a lot to
learn
Which leads to…
@jeffalytics
@jeffalytics
@jeffalytics
There has to be
a better way!
@jeffalytics
The Task:
Simplify the
complex picture
@jeffalytics
My Attempt to Simplify the Complex
@jeffalytics
Then provide the detail as needed
@jeffalytics
Grab attention
This visual achieved several objectives
Prove expertise
Known structure Understands audience
@jeffalytics
Side Benefit?
Tons of visitors, links and shares!
Share count from Share Tally: http://sharetally.co/
@jeffalytics
Are your reports
overwhelming?
@jeffalytics
Or just putting
people to sleep?
@jeffalytics
From data to wisdom
A practical path that we can all take
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Path to wisdom: What h...
@jeffalytics
Our website saw a massive increase in sales over the
past week
What happened?
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
By how much?
Path to w...
@jeffalytics
We had an increase of 1,000 sales over previous week,
for a 20% increase in sales volume. This resulted in
$1...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
By how much?
Is this e...
@jeffalytics
We did not expect this to happen. Our new product
line went viral on Reddit and drew in new visitors. A
small...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
An influential Reddit user found the new product line
through our public preview website and shared with the
s...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
Share the Reddit post with our social channels in order
to increase awareness.
Embrace the visitors upon site...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
Most sharing on Reddit is naturally occurring and
difficult to replicate. While we can’t expect the same
succe...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
We made $50,000 in profit last week because our
customers are interested in our new product line.
We may not b...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
We can generate profit from our users if we create
great products.
We need to consider a program for reaching ...
@jeffalytics
What happened?
By how much?
Is this expected?
Why did it happen?
How do we react?
Is this repeatable?
What is...
@jeffalytics
What happened?
By how much?
Is this expected?
Why did it happen?
How do we react?
Is this repeatable?
What is...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Start the cycle again,...
@jeffalytics
Ways to tell stories
@jeffalytics
Words
@jeffalytics
Charts
Image from: http://danmeth.com/post/77471620/my-trilogy-meter-1-in-a-series-of-pop-cultural
@jeffalytics
Infographics
View this infographic here: http://bit.ly/rapperlyrics
@jeffalytics
Data Visualization & Videos
View this visualization here: http://bit.ly/twitterwakeup
@jeffalytics
Stories are essential for
knowledge transfer
@jeffalytics
Beware:There isn’t
always a story to tell
PresentingYour
Results
@jeffalytics
Board Room?
Is what I am saying board room worthy?
@jeffalytics
I presented in front of a room like this
@jeffalytics
Executive Presentation
Executive PresentationTemplate from Knowledge.Land
@jeffalytics
What are the objectives of
your company?
Things to consider in your presentation
People want to hear the
bene...
@jeffalytics
Find strength in successful outcomes
Full article can be found here: bit.ly/data-driven-performance
@jeffalytics
Calculate the return on your efforts
Return on Analytics worksheet courtesy of: http://bit.ly/ROAnalytics
@jeffalytics
Presenting
@jeffalytics
What you say is important
Addition by subtraction
What you don’t say is even more important
@jeffalytics
Use visuals
More presentation tips
Don’t show your work
Find your champion
Assume others will receive the
rep...
@jeffalytics
Your ideal story has
something for
everyone
@jeffalytics
Solutions
Not problems
@jeffalytics
Pulling it together and presenting results
Image Courtesy of Knowledge Land
@jeffalytics
1) Provide an agenda
@jeffalytics
2) Executive Summary
@jeffalytics
3) Key performance indicators
@jeffalytics
4) Overall summary
@jeffalytics
5) Observations and Implications
Get this report template for free at: bit.ly/reportingtemplate
@jeffalytics
6) Supporting Evidence
@jeffalytics
7) Appendix
Get this report template for free at: bit.ly/reportingtemplate
@jeffalytics
Do More
By doing less
@jeffalytics
Focus on the recipient, get great results
@jeffalytics
Get an Audience
Grow your ideas
@jeffalytics
Our responsibility as marketers
3 Main Points
Why we need stories
Presenting your results
@jeffalytics
Thank You!
jeff@knowledge.land
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How to Tell a Story With Your Google Analytics Data

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Published on

If you are sending reports without adding insight, you are part of the problem. Ain't nobody got time for that crap. It's time that you start to increase the collective knowledge of your organization. It's time that you start telling a story with the data that you collect.

How do we get there? First, we need to start by understanding the data we collect. But quickly, it is time to turn that data into information. Creating information from data is actually pretty easy. Even a computer can do it with great accuracy.

Quickly after you create information, it needs to be turned into a narrative that others can understand. It needs to be turned into a story!

This presentation shows how to take data and information and turn it into knowledge that can be understood throughout your entire organization. This is how we form institutional knowledge, and how we make ourselves better as marketers.

This presentation was delivered at SMX Munich 2015. Here is the original session description:


Had enough of Copy & Paste? Internal Storytelling with Data and Reports

Your reports don’t need to be boring or mind-numbing. If you succeed in the qualitative display of quantitative information, your reports will get the attention they deserve. In this session, we show you how to visualize your data and consistently communicate your value. This is how information becomes knowledge.

Published in: Data & Analytics, Marketing
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How to Tell a Story With Your Google Analytics Data

  1. By Jeff Sauer Founder of Knowledge Land Storytelling with Data and Reports
  2. Telling a story from our data
  3. Let’s go back to school
  4. @jeffalytics Remember the scientific method?
  5. @jeffalytics Ask a Question The Scientific Method Do Background Research Construct a Hypothesis TestYour Hypothesis By Doing an Experiment AnalyzeYour Data and Draw a Conclusion ReportYour Results (WasYour Hypothesis Correct?)
  6. @jeffalytics Two problems with online programs
  7. @jeffalytics Drawing Conclusions Analysis is a problem
  8. @jeffalytics Confirming Hypothesis Validating the hypothesis is a problem
  9. @jeffalytics In Other Words…
  10. @jeffalytics If we don’t reflect and share, how do we learn?
  11. @jeffalytics What Happened? Analytics Tools Are Great for Telling Us
  12. @jeffalytics What Happened? Analytics Tools Are Great for Telling Us By How Much?
  13. @jeffalytics An explanation of why it happened Our brains must come up with
  14. @jeffalytics The story of what we learned Our brains must come up with
  15. @jeffalytics A plan for how we can get more of it Our brains must come up with
  16. Telling a Story with Our Data
  17. @jeffalytics Our responsibility as marketers 3 Main Points for Today Why we need stories Presenting your results
  18. @jeffalytics Download 7 Keys to Strategic Analytics & Other Materials: bit.ly/AnalyticsMunich Before I forget…
  19. Our Responsibility as Marketers To expand the collective knowledge of our organization
  20. @jeffalytics What is data, anyway?
  21. @jeffalytics Data = facts Image courtesy of: http://socialsciences.cornell.edu/wp-content/uploads/2015/02/Data.jpg
  22. @jeffalytics Big Data = More facts! Image courtesy of: http://www.bigdata-careers.com/wp-content/uploads/2014/05/big-data.jpg
  23. @jeffalytics I used to stare at this until my eyes bled
  24. @jeffalytics This was revolutionary for the industry Image courtesy of: http://blog.measureful.com/google-analytics/
  25. @jeffalytics Aesthetics continue to be more pleasing
  26. @jeffalytics But… In many ways we are stuck in the past
  27. @jeffalytics Some things have barely changed How different?
  28. @jeffalytics Same data, prettier package
  29. @jeffalytics We still need translation
  30. @jeffalytics
  31. @jeffalytics Data Information Knowledge Wisdom What we need to make decisions
  32. @jeffalytics Data = facts Image courtesy of: http://socialsciences.cornell.edu/wp-content/uploads/2015/02/Data.jpg
  33. @jeffalytics Data is Cheap Free The problem with big data Data is Everywhere Data is Dumb
  34. @jeffalytics Data Information Knowledge Wisdom What we need to make decisions
  35. @jeffalytics Information = Data with context or structure
  36. @jeffalytics Creating a narrative from data Take the Quiz at New York Times: http://nyti.ms/1HVgnCx
  37. @jeffalytics I Scored 50%
  38. @jeffalytics This is an automated report and it’s FREE Image Courtesy of Quill Engage
  39. @jeffalytics Computer turns data into information Visit Quill Engage at http://bit.ly/SMXQuill
  40. @jeffalytics Can a computer replace your work? Then we need to do more!
  41. @jeffalytics Data Information Knowledge Wisdom What we need to make decisions
  42. @jeffalytics Knowledge = Understanding of the Information
  43. @jeffalytics Knowledge must be earned
  44. @jeffalytics Computers can’t automate knowledge
  45. @jeffalytics We need to help accelerate knowledge
  46. @jeffalytics Provide a universal picture Knowledge Accelerators Present the answer first Have supporting detail ready Make everyone better
  47. @jeffalytics Share knowledge with your organization
  48. @jeffalytics Data Information Knowledge Wisdom What we need to make decisions
  49. @jeffalytics Wisdom = Thinking and acting on knowledge
  50. @jeffalytics Your turn, Einstein
  51. @jeffalytics How we make decisions, another picture Data vs. Information vs. Knowledge: http://www.infogineering.net/data-information-knowledge.htm
  52. @jeffalytics Our responsibility as marketers: To give our organization the information and knowledge needed to make decisions
  53. Why we need stories
  54. @jeffalytics A Case Study The Periodic Table of Google Analytics
  55. @jeffalytics Teaching Google Analytics
  56. @jeffalytics There is a lot to learn Which leads to…
  57. @jeffalytics
  58. @jeffalytics
  59. @jeffalytics There has to be a better way!
  60. @jeffalytics The Task: Simplify the complex picture
  61. @jeffalytics My Attempt to Simplify the Complex
  62. @jeffalytics Then provide the detail as needed
  63. @jeffalytics Grab attention This visual achieved several objectives Prove expertise Known structure Understands audience
  64. @jeffalytics Side Benefit? Tons of visitors, links and shares! Share count from Share Tally: http://sharetally.co/
  65. @jeffalytics Are your reports overwhelming?
  66. @jeffalytics Or just putting people to sleep?
  67. @jeffalytics From data to wisdom A practical path that we can all take
  68. @jeffalytics In our own words, what happened on our website during this time period? What happened? Path to wisdom: What happened?
  69. @jeffalytics Our website saw a massive increase in sales over the past week What happened?
  70. @jeffalytics In our own words, what happened on our website during this time period? What happened? By how much? Path to wisdom: How many times?
  71. @jeffalytics We had an increase of 1,000 sales over previous week, for a 20% increase in sales volume. This resulted in $100,000 in incremental revenue at a 50% profit margin. By how much?
  72. @jeffalytics In our own words, what happened on our website during this time period? What happened? By how much? Is this expected? Path to wisdom: Did we expect this?
  73. @jeffalytics We did not expect this to happen. Our new product line went viral on Reddit and drew in new visitors. A small percentage of the new visitors purchased. Did we expect this?
  74. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? Path to wisdom: Understand why?
  75. @jeffalytics An influential Reddit user found the new product line through our public preview website and shared with the system. Because of their influence, we saw an increase in visitors. No reason for concern. Why did this happen?
  76. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? How do we react? Path to wisdom: Understand why?
  77. @jeffalytics Share the Reddit post with our social channels in order to increase awareness. Embrace the visitors upon site entry with welcome message. How do we react?
  78. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? How do we react? Are there any necessary reactions Is this repeatable? Path to analytics zen: How do we react?
  79. @jeffalytics Most sharing on Reddit is naturally occurring and difficult to replicate. While we can’t expect the same success, we can use Reddit’s native advertising system to promote future products. At this strong ROI, reinvestment is a great idea. Is this repeatable?
  80. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? What is the story? How do we react? Are there any necessary reactions Is this repeatable? Path to wisdom: What story to tell?
  81. @jeffalytics We made $50,000 in profit last week because our customers are interested in our new product line. We may not be able to repeat this every week, but this represents a new sales opportunity to embrace. What is the story?
  82. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? What is the story? How do we react? Are there any necessary reactions Is this repeatable? Understanding what was learned is a key to future improvements What did we learn? Path to wisdom: Formalize learning!
  83. @jeffalytics We can generate profit from our users if we create great products. We need to consider a program for reaching these customers early in product development process. What did we learn?
  84. @jeffalytics What happened? By how much? Is this expected? Why did it happen? How do we react? Is this repeatable? What is the story? What did we learn? Deliver this knowledge in a formal report
  85. @jeffalytics What happened? By how much? Is this expected? Why did it happen? How do we react? Is this repeatable? What is the story? What did we learn? Or at the very least leave an Annotation
  86. @jeffalytics In our own words, what happened on our website during this time period? What happened? Start the cycle again, wiser
  87. @jeffalytics Ways to tell stories
  88. @jeffalytics Words
  89. @jeffalytics Charts Image from: http://danmeth.com/post/77471620/my-trilogy-meter-1-in-a-series-of-pop-cultural
  90. @jeffalytics Infographics View this infographic here: http://bit.ly/rapperlyrics
  91. @jeffalytics Data Visualization & Videos View this visualization here: http://bit.ly/twitterwakeup
  92. @jeffalytics Stories are essential for knowledge transfer
  93. @jeffalytics Beware:There isn’t always a story to tell
  94. PresentingYour Results
  95. @jeffalytics Board Room? Is what I am saying board room worthy?
  96. @jeffalytics I presented in front of a room like this
  97. @jeffalytics Executive Presentation Executive PresentationTemplate from Knowledge.Land
  98. @jeffalytics What are the objectives of your company? Things to consider in your presentation People want to hear the benefits they will receive Use terms everyone can understand (no acronyms!) Point out facts and share case studies to help your cause Predict the value you will bring to the table The CFO will want numbers to support your arguments
  99. @jeffalytics Find strength in successful outcomes Full article can be found here: bit.ly/data-driven-performance
  100. @jeffalytics Calculate the return on your efforts Return on Analytics worksheet courtesy of: http://bit.ly/ROAnalytics
  101. @jeffalytics Presenting
  102. @jeffalytics What you say is important Addition by subtraction What you don’t say is even more important
  103. @jeffalytics Use visuals More presentation tips Don’t show your work Find your champion Assume others will receive the report offline Remove ambiguity Smart people act dumb
  104. @jeffalytics Your ideal story has something for everyone
  105. @jeffalytics Solutions Not problems
  106. @jeffalytics Pulling it together and presenting results Image Courtesy of Knowledge Land
  107. @jeffalytics 1) Provide an agenda
  108. @jeffalytics 2) Executive Summary
  109. @jeffalytics 3) Key performance indicators
  110. @jeffalytics 4) Overall summary
  111. @jeffalytics 5) Observations and Implications Get this report template for free at: bit.ly/reportingtemplate
  112. @jeffalytics 6) Supporting Evidence
  113. @jeffalytics 7) Appendix Get this report template for free at: bit.ly/reportingtemplate
  114. @jeffalytics Do More By doing less
  115. @jeffalytics Focus on the recipient, get great results
  116. @jeffalytics Get an Audience Grow your ideas
  117. @jeffalytics Our responsibility as marketers 3 Main Points Why we need stories Presenting your results
  118. @jeffalytics Thank You! jeff@knowledge.land

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