Presenting actionable marketing data and insights can be challenging without the right preparation. In this presentation, you will learn powerful strategies for transforming your marketing presentations, dashboards and data from Death by PowerPoint into a compelling conversation with simplicity and focus. This presentation was given by Scott Mowery at the SME-U Workshop for the Sales & Marketing Executives of Cleveland on Jan. 12, 2016.

1. SME-U Workshop:
Communicating Effectively With Data
Scott Mowery
Director, Digital Marketing
Cleveland Clinic
@scottmowery

3. CAN YOU RUN SOME NUMBERS?CAN YOU RUN SOME NUMBERS?
THAT WOULD BE GREATTHAT WOULD BE GREAT

5. What Drives
Your Business?

6. Know Your
Audience

7. Is Your Presentation
a Report or a Story?

8. “Make it simple, but significant.”
-- Don Draper

9. Simplify Your Message
• The appendix is your friend
• Don’t drag people through the data
• Avoid buzzwords & acronyms
• Boil information down to key insights

10. “I would have
written a short
letter, but I didn’t
have the time.”
-- Mark Twain

11. Probe for Questions

12. Data Visualization
Do’s and Don’ts

13. Poor
Data-Ink
Ratio

14. Most Popular Superheroes
425
350
245
100
50
0
50
100
150
200
250
300
350
400
450
500
Batman Spider-Man Superman Hulk Hawkeye
Source: ComicGeeks.com

15. Most Popular Superheroes
0
100
200
300
400
500
Batman Spider-Man Superman Hulk Hawkeye
Source: ComicGeeks.com

18. Improving the Data-Ink Ratio
• Eliminate all
unnecessary
non-data pixels
Reduce Non-Data Pixels
• De-emphasize and
regularize the remaining
non-data pixels
• Eliminate all
unnecessary
data pixels
Enhance the Data Pixels
• Highlight the most
important remaining
data pixels

19. Smooth Out
the Trendlines

20. 2015 Organic Search Visits
0
20,000
40,000
60,000
80,000
100,000
120,000

21. 2015 Weekly SEO Visits
0
100,000
200,000
300,000
400,000
500,000
600,000

22. 2015 SEO Visits
0.0
0.5
1.0
1.5
2.0
2.5
J F M A M J J A S O N D
Millions

23. Skip the 3-D

24. Sales by Department (Millions)
Q1
Q2
Q3
Q4
0
1
2
3
4
5
Apparel
Toys
Electronics
Sporting
Goods
Q1 Q2 Q3 Q4

25. Sales by Department (Millions)
0
1
2
3
4
5
6
Q1 Q2 Q3 Q4
Apparel Toys Electronics Sporting Goods

26. Sales by Department (Millions)
4.3
2.4 2.0
3.2
2.5
4.4
2.0
2.5
3.5
1.8
3.0
3.1
4.5
2.8 5.0
4.2
0
4
8
12
16
Q1 Q2 Q3 Q4
Apparel Toys Electronics Sporting Goods
14.8
11.4 12.0
13.0

27. December Traffic Share
Google
Bing
Yahoo
Facebook
About.com
Outbrain
Email
Pinterest
39%
35%

28. December Traffic Share
(Millions of Visits)
0
10
20
30
40
50

29. Pie Charts are Evil

30. 2015 Marketing Budget
50%
20%
11%
10%
3%
2%2%1%1%0% Lead Gen Digital
Local Advertising
National MD Pubs
Market Expansion Support
Consumer Digital & Social
Consumer Events & Outreach
MD Events & Outreach
Physician Digital & Social
Consumer DM & Reconnect
Collateral, freelance, etc.
Paid Search

31. 2016 Advertising Budget
32%
20%15%
10%
6%
5%
3%
3%
2% 2% 1% 1%
Paid Search
Display
SEO
Email
Social Media
Webcasts
TV Ads
Newpaper
Video Ads
Billboards
Direct Mail
Podcasts

32. 2016 Advertising Budget
32%
20%15%
10%
6%
5%
12%
Paid Search
Display
SEO
Email
Social Media
Webcasts
Other

33. 2016 Republican Race
Back
Trump
49%
Back
Carson
33%
Back
Kasich
22%
Back
Christie
17%
Back Paul
21%

34. 2016 Republican Race
17%
21%
22%
33%
49%
Christie
Paul
Kasich
Carson
Trump
0% 20% 40% 60%

35. Using the Wrong
Chart Type

37. 0
5,000
10,000
15,000
20,000
25,000
Avg. # of
Sessions
Symptom
Searches
Symptoms
Viewed
Added
Policies
Accounts
Created
No Messages Engagement Messaging
Benefits of Engagement Messaging
Sessions

38. http://bit.ly/chooseachart

39. http://bit.ly/chooseaslide

40. Failure to Annotate

41. 0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Daily Sessions – Last 30 Days
Sent End of Year
Savings Email
(4.4K Sessions)

42. Put Data in Context

43. Never Show a Metric By Itself
Q4 Web Traffic Summary

44. Context = Clarity
Q4 vs. Q3 Web Traffic Summary

45. Avoid Top 10 Lists
Top Guides - December
Guide Downloads
Atrial Fibrillation 450
Knee Pain 350
Pericarditis 300
Arthritis 220
Epilepsy 135
Prostate Cancer 114
Hernia 101
Hip Pain 98
Thyroid 56
Breast Cancer 35

46. Focus on What’s Changed
Guide Downloads With
Most Improvement MOM
Guide Downloads Δ%
Atrial Fibrillation 450 185%
Hip Pain 98 121%
Epilepsy 135 14%
Arthritis 220 11%
Prostate Cancer 114 10%
Thyroid 56 8%
Knee Pain 300 5%
Pericarditis 350 4%
Hernia 101 1%
Breast Cancer 35 -47%

47. Compare
Apples to Apples

48. Top Online Traffic Sources
0
20
40
60
80
100
Search
Engines
Banner Ads Mobile Users Facebook
Thousands

49. Don’t Create an
Eye Chart

50. 2014 Results
Marketing
Objective
Strategies Tactics Goals Results
Support and sustain
position as leading
national digestive
program
• Maintain consistent and meaningful
contact with national
gastroenterologists
• Focus on impactful mediums such as
electronic and print
• Leverage enterprise web and social
media platforms
• Consult QD
• Digest This
• eDigest
• Twitter
• Physician fact
reel
• CQD 100,000
• 2,000 emails
(25%)
• 10 MD’s active
on Twitter
• CQD: 89,000
• 1,987 emails
(thru Sept)
• 13 MD’s on
Twitter
Drive patient volume
• Target online treatment seekers
• Data mine for potential colonoscopy
and mammography patients
• PPC
• Web chats
• Risk
assessment
• Colonoscopy/
Breast DM
• PPC: 115 new
nat pts. & 310
new local pts.
• DM: 1,800
reactivated pts
• PPC: 159 nat
pts & 254
local pts (thru
Aug)
• DM TBD (Nov
first mailing)
Protect and defend
local market position
• Consolidate advertising messages to
stand out in the market
• Leverage attention around national
Breast and Colon Awareness months
• Provide regional physicians as experts
• Web optimization
• DDI TV, cancer
TV
• Advertising
• Social
• Video assets
• Collateral
• Awareness
month
engagement
• 1,412 colon
risk assmts;
105 pts in
2015 (thru June)
Support priority
programs
• Focus on key growth areas: Bariatrics,
Hernia Center, Transplant
• Bariatrics
Digital
Advertising
• Hernia DM
• 300 Hernia
referrals
• 3.5% seminar
registration
conversion
• TBD (Nov
mailing)

51. CAN YOU RUN SOME NUMBERS?SAY “THIS MAY BE HARD TO READ”
ONE MORE TIME – I DARE YOU!

52. Understand
Statistical
Significance

53. 90,000
91,000
92,000
93,000
94,000
95,000
96,000
97,000
98,000
Jan Feb Mar Apr May Jun Jul
My Pac-Man High Score

54. 0
20,000
40,000
60,000
80,000
100,000
120,000
Jan Feb Mar Apr May Jun Jul
Same Scores, Full Axis

55. 10 Data Visualization Tips
• Watch the Data-Ink Ratio
• Smooth the Trendlines
• Skip the 3-D
• Pie Charts are Evil
• Choose the Right Chart
• Annotate the Insights
• Put Data in Context
• Compare Apples to Apples
• Don’t Create Eye Charts
• Understand Statistical Significance

56. Checklist for Reporting Data
• Are things laid out logically?
• Can you see multiple strands to the
story and pick out relevant strands?
• Is there extraneous data to be removed?
• Is the main point being made clearly?

57. Download This Presentation:
bit.ly/smemowery160112
mowerys@ccf.org
@scottmowery
https://www.linkedin.com/in/scottmowery
Leave Me Feedback:
bit.ly/smemoweryfeedback