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Create a happy ending for data-driven decision-making

Having great insights doesn't always guarantee that your recommendations will be acted on. Despite your best efforts, most business decisions are not driven solely by logic or reason. How do you get the machines to do more of the insight generation so that you can work on telling a story that can inspire action.

Create a happy ending for data-driven decision-making

  1. 1. BREAK Our  Thought  Leadership  Group www.decision-­‐science.com Coming Soon! #DAWSG
  2. 2. DATA STORYTELLING: CREATE A HAPPY ENDING FOR DATA-DRIVEN DECISION-MAKING Siva Ganeshanandan Director APAC Product and Industry Strategy@ Adobe #DAWSG @SivaGatWork
  3. 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe 3 3
  4. 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe 4 4
  5. 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  6. 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. male female 12-18 18-36 36-55 55+ <$12k $12k-$25k $25k-$50k $50k-$100k northeast northwest central southwest southeast rural urban suburban manufacturing financial services automotive banking art+architecture government education #FFCC00 #f1f1f1 #eeccff #2950392 #239857 #00e0c9 F = k ( q1 q2 / r2 ) ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2 Fb = Vρg = mg v = λ f V = V0(1 + βΔ T ) 1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3 01 02 03 04 05 08 09 10 001 002 003 004 005 006 007 008 009
  7. 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. male female 12-18 18-36 36-55 55+ <$12k $12k-$25k $25k-$50k $50k-$100k northeast northwest central southwest southeast rural urban suburban manufacturing financial services automotive banking art+architecture government education #FFCC00 #f1f1f1 #eeccff #2950392 #239857 #00e0c9 F = k ( q1 q2 / r2 ) ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2 Fb = Vρg = mg v = λ f V = V0(1 + βΔ T ) 1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3 01 02 03 04 05 08 09 10 001 002 003 004 005 006 007 008 009 7 62,486 TOOL USAGE 44.098% AGENT DEFLECTION 69.78% COMPLETION RATE SELF SERVICE APP RICH CONTENT AND EXPERIENCE 89% ROI +28% VIDEO VIEWS
  8. 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MA-02 Data storytelling: Create a happy ending for data-driven decision-making Brent Dykes | Evangelist, Analytics @analyticshero
  9. 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero
  10. 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. BUDGET
  11. 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero A REALLY BIG TEAM
  12. 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero
  13. 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Online Form Clicks 64.8% Unique Visitors Hours of the Day Call Center Coverage Form CTR #AdobeSummit @analyticshero
  14. 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero
  15. 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda What is Data Storytelling?1 Narrative: Tips & Pitfalls2 Visuals: Tips & Pitfalls3 #AdobeSummit @analyticshero
  16. 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is Data Storytelling? Data Presentations? Infographics? Reports & Dashboards? Data Visualisations? It depends. #AdobeSummit @analyticshero
  17. 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Narrative Visuals 3 Keys to Data Storytelling Data #AdobeSummit @analyticshero
  18. 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Narrative Visuals 3 Keys to Data Storytelling #AdobeSummit @analyticshero
  19. 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Narrative Data 3 Keys to Data Storytelling Visuals #AdobeSummit @analyticshero
  20. 20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Narrative Data 3 Keys to Data Storytelling Engage Visuals #AdobeSummit @analyticshero
  21. 21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Narrative Visuals Engage Change 3 Keys to Data Storytelling #AdobeSummit @analyticshero
  22. 22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Five Essential Components of a Data Story MAIN POINT ž A data story must help the audience to understand a central insight or idea ž It should have an intended endpoint or destination that drives discussion and action #AdobeSummit @analyticshero
  23. 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Five Essential Components of a Data Story MAIN POINT EXPLANATORY FOCUS ž An analyst provides relevant context and useful commentary on the data points ž These details can accompany the data as annotations (text) or speaking points (audio) Descriptive Explanatory Describe To represent or give an account of in words or pictures Explain To make plain or clear; render understandable or intelligible Who? What? When? WHY? HOW? #AdobeSummit @analyticshero
  24. 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Five Essential Components of a Data Story MAIN POINT EXPLANATORY FOCUS LINEAR SEQUENCE ž A data story is arranged in a linear structure where supporting points build upon each other ž The layout or presentation flow should provide a clear path for the audience to follow Story An account of a causally-related or connected series of events #AdobeSummit @analyticshero
  25. 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Five Essential Components of a Data Story MAIN POINT EXPLANATORY FOCUS LINEAR SEQUENCE NARRATIVE ELEMENTS ž A data story borrows various narrative techniques from literature and film ž Setting, characters, plot, and conflict help to engage the audience more deeply on an emotional level #AdobeSummit @analyticshero
  26. 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Five Essential Components of a Data Story MAIN POINT EXPLANATORY FOCUS LINEAR SEQUENCE NARRATIVE ELEMENTS VISUALS ž Charts, diagrams, and other imagery are used to simplify and clarify complex ideas ž Data visualisations complement the narrative and contribute to both comprehension and memorability #AdobeSummit @analyticshero
  27. 27. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Storytelling Landscape MAIN POINT EXPLANATORY FOCUS LINEAR SEQUENCE NARRATIVE ELEMENTS VISUALS Data Presentations Often Often Often OftenYes Curated Reports & Dashboards Often Often Often YesMaybe Infographics Often Maybe Maybe YesMaybe Data Visualisations Maybe Rarely No YesMaybe Automated Reports No No No OftenNo Automated Dashboards No No No YesNo #AdobeSummit @analyticshero
  28. 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Confusing the TOOL with the TASK Confusing the TOOL with the TASK PITFALL #AdobeSummit @analyticshero
  29. 29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Analytics Needs All of the Dominos to Fall #AdobeSummit @analyticshero
  30. 30. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Analytics Needs All of the Dominos to Fall #AdobeSummit @analyticshero
  31. 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda What is Data Storytelling?1 Narrative: Tips & Pitfalls2 Data Narrative Visuals Engage Change #AdobeSummit @analyticshero
  32. 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalisation is not just what you recommend Personalisation is not just what you recommend PITFALL #AdobeSummit @analyticshero
  33. 33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Six Critical Audience Questions Audience 1. Key business goals & priorities? 2. Specific needs & questions? 3. How familiar with topic? 4. How data-savvy? 5. Seniority level? 6. Delivery method? Considerations Ensure data stories are relevant Anticipate what they want to learn Less familiar—More context & conceptual Less savvy—Less detail and jargon More senior—Lead with summary Indirect method— More annotations(Direct/Indirect) #AdobeSummit @analyticshero
  34. 34. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Storytelling Arc Audience’s insights into the business are expanded Beginning Middle End Solution & Next Steps Share recommendations and discuss next steps Rising Insights Share findings that reveal deeper insights into the problem or opportunity Aha Moment Present major finding or key insight Set-up Background on current situation, character(s), and the hook Structuring Your Data within a Story + MAIN POINT VISUALS NARRATIVE ELEMENTS EXPLANATORY FOCUS LINEAR SEQUENCE #AdobeSummit @analyticshero
  35. 35. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How to Prioritise What Data to Show in Your Story Set-up Background on current situation, character(s), and the hook Rising Insights Share findings that reveal deeper insights into the problem or opportunity Aha Moment Present major finding or key insight Solution & Next Steps Share recommendations and discuss next steps ž What is the main takeaway of your analysis? ž Can the impact be monetised? ž What conclusion do you want your audience to draw from your analysis? ž What supplemental data will help with decision making? ž Are there different solution options that need to be compared? ž What will give your audience adequate background and context? ž What will grab your audience’s attention? ž What other insights contribute to the main story? ž What findings were unexpected or surprising? ž What questions can be preemptively addressed with data? ž What can be removed without hurtingthe story? 132 4 1 2 3 4 #AdobeSummit @analyticshero
  36. 36. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Prioritisation Example: Clothing Retailer Set-up Background on current situation, character(s), and the hook Rising Insights Share findings that reveal deeper insights into the problem or opportunity Aha Moment Present major finding or key insight Solution & Next Steps Share recommendations and discuss next steps ž Men’s Timberland Boots are a hot seller this month (172% increasein sales) ž Promotional efforts could drive an incremental £650K ž Email promotions and internal search results should be primaryfocus ž Homepage hero ads and cross- selling won’t be as effective ž Revenue jumped 17% year-over-year for the same time period ž Revenue from Men's category is up 56% Y-O-Y ž Revenue from Men's Footwear is driving87% of this increase 132 4 1 2 3 4 #AdobeSummit @analyticshero
  37. 37. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero
  38. 38. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. No Heroes in Your Data Story No Heroes in Your Data Story PITFALL So am I chopped liver? #AdobeSummit @analyticshero
  39. 39. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How to Insert Characters in Your Data Story Identify where your analysis intersects with people Determine which customer traits are important to your message Search for appropriate character imagery Create a persona for your hero Build the customer journey with visual elements Qualitative dataStock photos Screenshots 54321 #AdobeSummit @analyticshero
  40. 40. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda What is Data Storytelling?1 Narrative: Tips & Pitfalls2 Visuals: Tips & Pitfalls3 Data Narrative Visuals Engage Change #AdobeSummit @analyticshero
  41. 41. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. WARNING!WARNING! Overload your audience with data Overload your audience with data PITFALL #AdobeSummit @analyticshero
  42. 42. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Sensory Memory Working Memory Long-Term Memory WARNING!WARNING! #AdobeSummit @analyticshero
  43. 43. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Intrinsic Load Inherent difficulty of the topic to learn Extraneous Load Non-relevant elements shared Germane Load Work spent on building schemas Cognitive Load Theory Cognitive Load Theory Sensory Memory Working Memory Long-Term Memory #AdobeSummit @analyticshero
  44. 44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 2 3 4 INTRINSIC How to fold a paper plane How to pilot an airliner EXTRANEOUS GERMANE MAXIMISEMANAGE MINIMISE
  45. 45. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Six Tips for Better Data Storytelling Use content staging to reveal insights1 Choose the right visualisation2 Ditch the defaults3 Remove competing noise to create a stronger signal4 Draw the audience into your analysis5 Make your data relatable6 MANAGE MINIMISE MAXIMISE INTRINSIC EXTRANEOUS GERMANE #AdobeSummit @analyticshero
  46. 46. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Use Content Staging to Reveal Insights Sales Lead Rate Form Complete Rate 0 1 2 3 4 5 6 7 8 9% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Form Start Rate Feb 19-21: A new spring promotion led to a high level of unqualified leads. It was stopped after 2 days. #AdobeSummit @analyticshero
  47. 47. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Steps for Content Staging Your Charts 1. Select entire chart 2. Create a copy 3. Select “Paste Special” as Picture (Windows Metafile) 4. Ungroup chart 5. Click “Yes” to convert to Microsoft Drawing object 6. Add animations to parts of the chart MANAGE #AdobeSummit @analyticshero
  48. 48. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Steps for Content Staging Your Charts 1. Select entire chart 2. Create a copy 3. Select “Paste Special” as Picture (Windows Metafile) 4. Ungroup chart 5. Click “Yes” to convert to Microsoft Drawing object 6. Add animations to parts of the chart Donut & Pie Line Bar & Column Scatterplot Bitmap MANAGE #AdobeSummit @analyticshero
  49. 49. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Choose the Right Visualisation More accurate comparisons More generic comparisons 2D position along common but unaligned scales Length Angle Volume Shading Direction Area Curvature Color Hue 2D position along common, aligned scale Graphical Perception: Theory, Experimentation, and Application to the Development of Graphical Methods (Cleveland & McGill, 1984) via The Functional Art (Alberto Cairo, 2013) MINIMISE #AdobeSummit @analyticshero
  50. 50. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Choose the Right Visualisation Facebook Twitter YouTube LinkedIn Google+ 5% 29% 32% 25% 9% Facebook Twitter YouTube LinkedIn Google+ 5% 32% 29% 25% 9% “OK” “BETTER” http://bit.ly/1kNp8GxStephen Few article on pie charts MINIMISE #AdobeSummit @analyticshero
  51. 51. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE #AdobeSummit @analyticshero
  52. 52. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Remove unnecessary legend ž Click on legend and delete Details #AdobeSummit @analyticshero
  53. 53. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Fix horizontal date axis ž Right-click on horizontal axis > Format Axis ž Click on Number tab ž In Format Code, type “mmmmm” and click Add Details #AdobeSummit @analyticshero
  54. 54. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Fix the vertical revenue axis ž Right-click on vertical axis > Format Axis ž Click on Number tab ž In Format Code, type “[=600000]$#,##0;#,##0” and click Add ž Note: Change 600000 to match your max value Details #AdobeSummit @analyticshero
  55. 55. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Remove unnecessary zeroes ž Right-click on vertical axis > Format Axis ž On Axis Options tab, change Display Units setting from “None” to “Thousands” ž Click on Number tab ž In Format Code, type “[=600]$#,##0;#,##0” and click Add ž Note: Change 600 to match your max value Details #AdobeSummit @analyticshero
  56. 56. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Remove unnecessary spacing ž Right-click on horizontal axis > Format Axis ž On Axis Options tab, change Position Axis setting from “Between tick marks” to “On tick marks” Details #AdobeSummit @analyticshero
  57. 57. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Remove vertical axis and tick marks Details ž Right-click on vertical axis > Format Axis ž On Axis Options tab, change Major Tick Mark Type setting from “Outside” to “None” ž On Line Color tab, change setting from “Automatic” to “No line” #AdobeSummit @analyticshero
  58. 58. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Lighten gridlines ž Right click on gridlines > Format Gridlines ž In Line Color tab, change setting from “Automatic” to “Solid line” ž Select light gray color Details #AdobeSummit @analyticshero
  59. 59. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Change to corporate fonts ž Select different areas and change font from Calibri to corporate font(s) ž Lighten font color of “Thousands” and remove bold ž Center “Thousands” on vertical axis Details #AdobeSummit @analyticshero
  60. 60. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Add a more meaningful title ž Click on title and add new title Details #AdobeSummit @analyticshero
  61. 61. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Change line format and color ž Right-click on line > Format Data Series ž On Line Color tab, change “Automatic” to “Solid line” and select desired color ž On Marker Options tab, change Marker Type from “None” to “Built-in” ž Select Circle type and size 6 ž On Marker Fill tab, change “Automatic” to “Solid Fill” (white) ž On Marker Line Color tab, change “Automatic” to “Solid line” and select same color as line Details #AdobeSummit @analyticshero
  62. 62. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Add direct label for key data point ž Right-click on line > Format Data Series ž On Marker Fill tab, change color from white to line color ž On Marker Line Color tab, change color from line color to white ž Select specific point (click twice) and right-click > Format Data Point ž Change marker fill to black ž Increase size from 6 to 7 ž Add text box to label point ž Change title (if necessary) Details #AdobeSummit @analyticshero
  63. 63. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Voila! ž Select chart ž Design tab in Excel > Save as Template ž Give it a descriptive name for future reference Details #AdobeSummit @analyticshero
  64. 64. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Ditch the Defaults MINIMISE Before After #AdobeSummit @analyticshero
  65. 65. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Remove Competing Noise to Create a Stronger Signal MINIMISE Signal Noise #AdobeSummit @analyticshero
  66. 66. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5.9 3.1 4.8 2.6 70% 76% 0% 20% 40% 60% 80% 0 2 4 6 Average Time on Site (minutes) Average PVs per Visit Site Bounce Rate 2013 2014 2014 2013 2013 2014 UK SITE’S ENGAGEMENT PERFORMANCE MARKEDLY DOWN VS. 2013 4.8 2.6 4.9 3.4 4.1 2.9 76% 45% 60% 0% 20% 40% 60% 80% 0 1 2 3 4 5 Average Time on Site (minutes) Average PVs per Visit Site Bounce Rate UK UK UK DE DE DE NE NE NE OTHER REGIONAL SITES HAVE OUTPERFORMED UK SITE Significant room for improvement “UGGGH” In general, one data visualisation per slide 4. Remove Competing Noise to Create a Stronger Signal #AdobeSummit @analyticshero
  67. 67. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5.9 3.1 4.8 2.6 70% 76% 0% 20% 40% 60% 80% 0 2 4 6 Average Time on Site (minutes) Average PVs per Visit Site Bounce Rate 2013 2014 2014 2013 2013 2014 UK SITE’S ENGAGEMENT PERFORMANCE MARKEDLY DOWN VS. 2013 #AdobeSummit @analyticshero
  68. 68. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4.8 2.6 4.9 3.4 4.1 2.9 76% 45% 60% 0% 20% 40% 60% 80% 0 1 2 3 4 5 Average Time on Site (minutes) Average PVs per Visit Site Bounce Rate UK UK UK DE DE DE NE NE NE OTHER REGIONAL SITES HAVE OUTPERFORMED UK SITE Significant room for improvement #AdobeSummit @analyticshero
  69. 69. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Draw the Audience into Your Analysis MAXIMISE Challenger ž Infographic-style page ž Two steps to conversion: click CTA, fill out modal form, and submit Control ž Existing landing experience ž One step to conversion Which version won? WINNER Form Conversion 168% #AdobeSummit @analyticshero
  70. 70. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Draw the Audience into Your Analysis 14.3% 12.6% 9.7% 9.1% 8.6% 7.8% 6.8% 6.4% 4.9% 4.5% Site Section Page Views National 1,652,256 World 1,456,370 Sports 1,125,366 Politics 1,057,848 Business 990,677 Opinion 902,933 Technology 789,050 % Total January 2014 How does this compare to January 2015? Page Views % Change 1,999,230 21.0% 1,558,316 7.0% 1,485,483 32.0% 941,143 -11.0% 1,121,319 13.2% 575,747 -36.2% 764,838 -3.1% 825,636 10.8% 987,654 73.4% 890,838 71.3% January 2015 MAXIMISE #AdobeSummit @analyticshero
  71. 71. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Draw the Audience into Your Analysis MAXIMISE National Site Sections by % of Total PVs World Sports Business Travel Politics Health Entertainment Technology Opinion 14.3% 14.7% 12.6% 11.4% 9.7% 10.9% 9.1% 6.9% 8.6% 8.2% 7.8% 4.2% 6.8% 5.6% 6.4% 6.1% 4.9% 7.3% 4.5% 6.5% January 2014 January 2015 #AdobeSummit @analyticshero
  72. 72. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Draw the Audience into Your Analysis MAXIMISE National Site Sections by % of Total PVs World Sports Business Travel Politics Health Entertainment Technology Opinion 14.3% 14.7% 12.6% 11.4% 9.7% 10.9% 9.1% 6.9% 8.6% 8.2% 7.8% 4.2% 6.8% 5.6% 6.4% 6.1% 4.9% 7.3% 4.5% 6.5% January 2014 January 2015 73%h 71%h Lifestyle audience is growing organically in popularity #AdobeSummit @analyticshero
  73. 73. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6. Make Your Data Relatable MAXIMISE #AdobeSummit @analyticshero
  74. 74. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Examples for Making Your Data Relatable MAXIMISE Search keywords Conv. Rate Monthly Cost acme 0% 1,750 corporation 0% 1,525 company 0% 1,400 organization 0% 1,250 industry 0% 900 association 0% 745 leader 0% 650 marketing 0% 615 firm 0% 590 brand 0% 575 £10,000 x12 = £120,000 Annually £60K £60K #AdobeSummit @analyticshero
  75. 75. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Examples for Making Your Data Relatable MAXIMISE Orders Product Views 0 100 200 300 400 500 600 0 100 200 300 400 500 600 700 800 900 1000 BIO FIT Mens SS Jersey BIO FIT Mens Bib Shorts Century Ladies SS Jersey #AdobeSummit @analyticshero
  76. 76. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Transitioning from Analysing to Storytelling Data Explorer #AdobeSummit @analyticshero
  77. 77. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Transitioning from Analysing to Storytelling Data Explorer Data Storyteller #AdobeSummit @analyticshero
  78. 78. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 78 Analytics Maturity-Predictive Marketing Workflow What do you want to improve Anomaly Detection TRIGGER QUESTION TRIGGER QUESTION DATA EXPLORATION DATA EXPLORATION AUDIENCE DISCOVERY AUDIENCE DISCOVERY CUSTOMER SCORING CUSTOMER SCORING EXECUTIONEXECUTION Description Feature Uncover relevant, differentiated, valuable audiences Clustering Predict who is most likely to respond Propensity Scoring Take action on your audiences Execution Discover hidden relationships Correlations
  79. 79. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero
  80. 80. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  81. 81. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero
  82. 82. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero
  83. 83. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Storyteller Resources Books Links Videos Telling Compelling Stories with Numbers: Data Visualization and Communication (Stephen Few) http://1.usa.gov/1oWgmVL The Joy of Statistics (BBC – Hans Rosling) http://www.youtube.com/watch?v=CiCQepmcuj8 Persuasion and the Power of Story (Jennifer Aaker) http://www.youtube.com/watch?v=AL-PAzrpqUQ ž Storytelling with Data (http://bit.ly/1xaDVx0) ž Data Stories: How to combine the power of storytelling with effective data visualization (http://bit.ly/1C1RNzx) ž Storytelling in the Boardroom 6-part series on Office.microsoft.com (http://bit.ly/1pttMXM) ž Web Analytics Kick Start Guide: http://bit.ly/KickStartGuide (free download) ž Powerpointninja.com ž Visual.ly ž Flowingdata.com #AdobeSummit @analyticshero
  84. 84. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 84 DAWS15
  85. 85. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SOLUTIONS CORE SERVICES Adobe Marketing Cloud PLATFORM ANALYTICSEXPERIENCE MANAGER CAMPAIGNMEDIA OPTIMIZER SOCIAL TARGET ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE PROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION Data & Content PRIMETIME AUDIENCE MANAGER #AdobeSummit @twitterhandle
  86. 86. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q&AQ&A
  87. 87. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @analyticshero
  88. 88. @AMaturity
  89. 89. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. THE END! Our Thought Leadership Group www.decision-science.com Coming Soon! #DAWSG

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