Are your executives and clients falling asleep during your data presentations? Chances are, your slides and charts are obscuring your valuable insights. Lea will take you through her 3 Presentation Pillars framework for breaking the most common data presentation habits that are holding you and your insights back. With her signature blend of neuroscience-based visualization principles, practical hands-on design techniques, and entertaining “tough love”, Lea will equip you with a fresh new toolbox that will get you and your data stories noticed, remembered, and acted upon. After this session, you’ll be able to: • Recognize and break your most common unproductive presentation patterns • Understand what your audience is asking for but doesn’t know how to say it • Leverage empathy to evoke emotion and motivate them to act • Design and emphasize data in charts in a clear and compelling way

1. KEYNOTE
Lea Pica
FOUNDER
STORY-DRIVEN DATA BY LEA PICA
3 Keys to Avoid Data
Presentation Zombification and
Inspire Action with Your Insights
PHILADELPHIA, PA ~ MAY 2 - 3, 2022
DIGIMARCONMIDATLANTIC.COM | #DigiMarConMidAtlantic

2. CAMPAIGN RESULTS?
can you present some

3. Happily crunching
numbers all day…

4. your exciting

5. RUH-ROH.

6. into the dreaded...

7. PRESENTATION
ZOMBIFICATION

8. this global issue is
EXPENSIVE!
Over $541,000,000,000
is wasted annually during ineffective
business meetings in the US + UK.
Source: Doodle.com, 2019 State of Meetings Report.

9. DATA STORYTELLING SKILLS
of new hires + promotions would require
Source: Forrester Predictions 2019: Business Insights.

10. INSANITY
the definition of
is doing the same thing over
and over again and expecting
DIFFERENT
RESULTS
~ not Albert Einstein

11. why do BAD THINGS
happen to good data

12. meet your audience’s
BRAIN
hi.

13. #1: maintain their ATTENTION
#2: be MEMORABLE

14. Courtesy of Tim Wilson

15. be your
AUDIENCE
use your tools maximize data
WISELY ABSORPTION
three pillars of
enlightenment
PRESENTATION

16. handle: @LeaPica
hashtag: #DigiMarConMidAtlantic

17. be your AUDIENCE

19. CAMPAIGN RESULTS?
can you present some

20. NEED?
what do I really

21. MIND?
what’s top of my

22. UP AT NIGHT?
what’s keeping me

23. SUCCESSFUL?
what would make me

24. BETTER?
what would make our customers’ lives

26. THE THROUGHLINE
the connecting theme that ties
together each narrative element.
your presentation summarized in a single sentence.

27. THE THROUGHLINE:
a strong cord or rope onto which you will attach all the
elements that are part of the idea you’re building.

28. FORMULA FOR A COMPELLING THROUGHLINE
What you’re presenting about
+
Hint at what you found (the conflict)
+
Hint at your (re)solution

29. EXAMPLES OF THROUGHLINES
Our Q3 A/B testing netted a 16% gain in conversion rate, and could continue to
grow another 10% in Q4 with new our test recommendations.
Our search marketing program efficiency declined during May; we’ve found
three reasons for why this may have happened and what to do about it.
We’ll show you how the capabilities of our new email marketing platform could
dramatically increase our engagement rates.

30. use your tools WISELY

32. Don’t let your
presentation
DROWN YOU OUT

37. PEOPLE
PROBLEM
it’s a
we need more
CONTROL

38. are killing your
BULLET POINTS
presentations

39. Truly Bad Slides

40. bullet points expose all of
your information to the
audience at once.

41. why do we love our
BULLET POINTS?

43. your slides are for your
AUDIENCE
NOT YOU.

44. Truly Bad Slides

45. nancy duarte
SLIDE:OLOGY

46. CREATE IDEAS...
...not slides.

47. create
IDEAS...

48. Truly Bad Slides

49. • Idea #1
• Idea #2
• Idea #3
IDEA #1
IDEA #2
IDEA #3

50. my solution:
THE STORY
POINT METHOD
LeaPica.com/BETTERBULLETS

52. simplicity + intention

53. resist the
FLUFF

54. LOGOS.
BC Company © Copyright 2013.
and WATERMARKS.
and other DOODADS.
p. 38

57. garr reynolds
PRESENTATION ZEN

59. of presenting professionals get
formal design training
Source: ICIA Survey, 2005.

60. Drawing
A Lea Pica Original
Hammy
Gavin
Lea

61. harness the power of
REAL IMAGERY

62. John Medina
BRAIN RULES

63. vision is the human being’s
STRONGEST SENSE
Source: "Brain Rules”, John Medina.

64. RECALL
powerful & relevant
imagery increases

65. images stir
EMOTION

66. tell the customer’s
STORY

67. Storytelling activates the...
Sensory / Cerebellum
Motor Cortex
Broca’s area
Auditory cortex
Olfactory cortex
Wernicke’s area
Visual cortex

68. Conversion Results
• 80% of mobile search visitors abandoned our
lead capture form.
• This is potentially due to our search landing
page not being responsive and it totally
sucked.

69. Game of Thrones
Executive Summary
• This is a TV show about dragons.
• There is this throne made of dead people’s swords.
• Every character you like will most likely die by the end.

70. of mobile search visitors
ABANDONED OUR LANDING PAGE!

71. your data is
IMAGERY

72. maximize their
DATA ABSORPTION

74. VISUALIZATION
choose the most appropriate

75. let’s do a

76. # of Sales by Marketing Channel
0
3
5
8
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973
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981
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1,000
1,003
1,006
1,009
1,011
1,014
1,017
1,019
1,022
1,025
1,028
1,030
1,033
1,036
1,039
1,041
1,044
1,047
1,050
1,052
1,055
1,058
1,061
1,063
1,066
1,069
1,072
1,074
1,077
1,080
1,082
1,085
1,088
1,091
1,093
1,096
1,099
1,102
1,104
1,107
1,110
1,113
1,115
1,118
1,121
1,124
1,126
1,129
1,132
1,135
1,137
1,140
1,143
1,146
1,148
1,151
1,154
1,156
1,159
1,162
1,165
1,167
1,170
1,173
1,176
1,178
1,181
1,184
1,187
1,189
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1,200
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1,209
1,211
1,214
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1,228
1,230
1,233
1,236
1,239
1,241
1,244
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1,250
1,252
1,255
1,258
1,261
1,263
1,266
1,269
1,272
1,274
1,277
1,280
1,283
1,285
1,288
1,291
1,294
1,296
1,299
1,302
1,304
1,307
Paid Search
Organic Search
Social Media
Display
648
1,305
937
67
180
Conversions

77. 1,305
937
648
180
67
Paid Search
Organic Search
Email
Display
Social Media
✓ Eliminate 3-D
✓ Remove background
✓ border, gridlines, axes
✓ Refine font choice / size
✓ Direct data labeling
✓ Uniform neutral coloring
# of Sales
AFTER detox!

78. Emphasize your STORY!
strategic coloring 1,305
937
648
180
67
Paid Search
Organic Search
Email
Display
Social Media
# of Sales

79. # of Sales by Channel.
Zzzz..
Source: Analytics Inc, 2022.
1,305
937
648
180
67
Paid Search
Organic Search
Email
Display
Social Media

80. Paid Search generates the highest volume of sales (42%)
Campaign Channel # of Sales
Source: Analytics Inc, 2022.
1,305
937
648
180
67
Paid Search
Organic Search
Email
Display
Social Media
McKinsey Title

81. Paid Search generates the highest volume of sales (42%)…
Source: Analytics Inc, 2022.
1,305
937
648
180
67
Paid Search
Organic Search
Email
Display
Social Media
build anticipation...
Campaign Channel # of Sales

82. ...but our efficiency opportunity lies with EMAIL (32%).
Campaign Channel # of Sales vs. Conversion Rate
Source: Analytics Inc, 2022.
7.4%
15.7%
32.2%
0.5%
1.7%
1,305
937
648
180
67
Paid Search
Organic Search
Email
Display
Social Media
# of Sales Conversion Rate
2nd series as side-by-
side bar chart

83. Be Your
AUDIENCE
Use Your Tools Maximize Data
WISELY ABSORPTION
three pillars

84. Be Your
AUDIENCE
Use Your Tools Maximize Data
WISELY ABSORPTION

85. Be Your
AUDIENCE
Use Your Tools Maximize Data
WISELY ABSORPTION

86. Be Your
AUDIENCE
Use Your Tools Maximize Data
WISELY ABSORPTION

87. Request your FREE copy of
the session handout at:
Or scan:

88. LET’S CONNECT!
2 ways to keep in touch:
1. Come find me after this session!
2. Send a LinkedIn connection invite
(with a note!)

89. Facts do not
CEASE TO EXIST
because they are
~ Aldous Huxley
@LeaPica

90. VIZ RESPONSIBLY,
my friends.
Get your free session handout at:
LeaPica.com/DMCHandout