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Data Driven Marketing
The document discusses the importance of data visualization in marketing, emphasizing how visuals can effectively communicate complex data while avoiding common pitfalls. It covers different chart types and methods of presenting data, advising on best practices for clear and meaningful visuals. Additionally, it highlights the significance of understanding the audience's knowledge and needs, as well as the integration of message, medium, and method to enhance marketing strategies.
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Data Driven Marketing
- 1. DATA MARKETING driven Erin Robbins |GinzaMetrics @texasgirlerin | erin@ginzametrics.com GETTING THE MOST OUT OF YOUR DATA
- 2. WHAT ARE WETALKING ABOUT & WHY? DATA VISUALIZATION ‣ What is it ‣ Common mistakes ‣ Choosing the right visual ‣ Making the right visual look less crappy MAKING SENSE OF YOUR MARKETING ‣ Defining market, message, method, medium ‣ Using them to gain strategic insights ON THE AGENDA
- 3. Data visualization is ageneral term that describes any effort to help people understand the significance of data by placing it in a visual context.
- 4. We need tomake sense of a lot of data. The trouble is, there are varying types, tons of sources, and channels that don’t share.
- 5. Excellence in statistical graphicsconsists of complex ideas communicated with clarity, precision, and efficiency. “ “- Edward Tufte, The Visual Display of Quantitative Information
- 6. SIMPLY PUT, YOUR data ISONLY AS USEFUL AS ITS ABILITY TO find OR tell A story
- 7. Our brains gather information throughvisual cues, programmed to look for variations, patterns, and to recognize differentiators in our environment COLOR SIZE ORIENTATIONSHAPE
- 8. Patterns, trends andcorrelations that might go undetected in text-based data can be exposed and recognized easier with data visualization.. Trends Correlations Outliers
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- 10. ‣ How muchdo they already know about the subject? ‣ How much information do they need to know to make a decision? ‣ What level of detail is necessary? ‣ Are you using icons and symbols that everyone understands? Did you know that 5% of the population is colorblind? (1 in 12 men and 1 in 200 women.) http://colorlab.wickline.org/colorblind/colorlab/ Not taking the audience into account
- 11. Not understanding howmuch your audience knows about the subject? What you’re talking about How much your audience knows about it
- 12. Understanding how muchinformation they need to make a decision? Information you’re giving them What they need to make a decision What they need to make a decision Information you’re giving them What they thought they’d be getting What you gave them
- 13. Disproportionate axis scaling YESNO WTF Messing with axis scaling can distort the meaning of the data These are all representative of the same data set
- 14. Inconsistent placement oflabels, legends & scales Lable Label Title Label Label Title Label Label Title It’s not cute to move things around from visual to visual - just distracts the reader.
- 15. Isolating data Good toremember when building your own visuals as well as when viewing other people’s. What it looks like happened What actually happened
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- 17. Title 99% 1% Should use apie chart Should not use pie chart Title 40% 60% Use a pie chart anyway Choose wisely Or, as I like to call it: STOP USING PIE CHARTS FOR EVERYTHING
- 18. Looking at yourdata in a variety of ways can tell different stories. Comparisons Chronology Hierarchy ProcessGeography 0 5 10 15 20 0 3 6 9 12Distribution
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- 20. WHAT ARE YOUTRYING TO SHOW? Comparison Relationship Distribution Composition
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- 25. Bar charts Vertical Horizontal Stacked100% Stacked Best for chronological. Always order left to right. For comparisons that don’t rely on timelines or longer labels. Use when comparing multiple parts to a whole where total count matters. For use when the percentage distribution of each category is the primary concern.
- 26. Pie charts 7% 8% 10% 11% 29% 35% 7% 8% 10% 11% 29% 35% Standard Best forchronological. Always order left to right. Donut Typically used when displaying a graphic element in the center.
- 27. The problem withpie charts Research suggests that people don’t perceive pie slices accurately unless in standard and / or symetrical ammounts such as 25%, 50%, 75%, etc. This means additional “slices” of data may be misunderstood by users or harder to understand. 50% 25% 25%
- 28. Line and areacharts 50 100 150 200 April May June July 0 50 100 150 200 April May June July 0 25 50 75 100 April May June July Area Stacked Area 100% Stacked Area Best to illustrate part to whole data over a time period Distribution of each data category as a whole is more important than total 0 25 50 75 100 April May June July Line Best for use with continuous data over time. Shows trends, acceleration, and volatility When you want to compare quantitative data over time
- 29. Other charts 0 5 10 15 20 0 36 9 12 0 5 10 15 20 0 3 6 9 12 Bubble Good for nominal comparisons and ranking. Also works well in geographical applications. Scatter Plot Good for large sets of data with two variables. Works well with data over time. Heat Map Best for understanding intensity. Works well for geographic data.
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- 33. Heatmaps for Search Sometimespeople tell me heat maps aren’t applicable to search… They’re wrong. Paying attention to usage of specific keywords across various geographies can give you a leg up over the competition. Things to consider include: ‣ Search volume comparison ‣ Competition score ‣ Rank ‣ Competitor rank
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- 35. Order data correctly BourbonGin Scotch Whiskey General popularity of drinks Gin Bourbon Whiskey Scotch How often I drink them 9pm8pm 10pm7pm Timeline of what I was drinking Gin Bourbon Whiskey Scotch Alphabetically By value Sequentially
- 36. Pie chart ordering 7% 8% 10% 11% 29% 35% 7% 8% 10% 11% 29% 35% Slicesgo in order of largest to smallest Biggest slice starts in the 12 o’clock position Limit total amount of slices to under 10 whenever possible
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- 39. Color use ‣ Usecolor sparingly ‣ Choose complementary colors ‣ Use no more than five colors in a visual ‣ Choose colors than match the subject matter and tone of the visual
- 40. Fontchoice Be consistent MATCH THETONE OF THE CONTENT make it readable for the audience Use text sparingly not just constantly to say anything that you think might fit on the page no matter how much it might just clutter up the page and take up tons of room - because really, people like to have white space around visuals to keep their attention focused on the point of the page. Okay, that about does it. Papyrus is never necessary, neither is comic sans.
- 41. CALLOUTS Use highlights and other jazz-handstypes of font tricks as little as possible. Basically never.
- 42. 3D charts arerarely necessary. Don’t do it. Ditto for most animations.
- 43. FINDING A IN YOURDATA story
- 44. The greatest valueof a picture is when it forces us to notice what we never expected to see. “ “- John Tukey
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- 46. INSIGHTSDATA ACTION using togather & turn them into MEDIUMMESSAGE METHOD thethe the is a process to view your information more effectively
- 47. This is yourspecific value proposition, campaign message, tagline, feature, benefit, etc. MESSAGE{ } the New Feature Product Release Got Milk Nachos > Pizza Back to School Sale
- 48. The Medium isthe type of content. A medium is characterized by how it is consumed - not by what channel it is shared on. (Don’t worry we’ll get to that.) MEDIUM{ } the Video Blog Preso/ Slides Webinar Podcast Ebook White Paper Case Study Ad Landing Page
- 49. This is theway the content is distributed - including specific channels. (Toldya we’d get there.) Each medium can have multiple methods. METHOD{ } the Instagram Vine YouTube Pinterest Facebook Slideshare LinkedIn AdWords OutbrainTwitter
- 50. Sell $100K inJoeBob’s Widgetizers in October Message 1: JoeBob’s Widgetizer is the best possible widgetizer Message 2: Enjoy 50% off JoeBob’s Widgetizer at PubCon Message 3: Widgetizers are way better than Widgetozers CAMPAIGN MESSAGES
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- 56. The 4th M: MARKET You can overlay your message, medium, and method data geographically to understand how different cities and regions respond to various messages, campaigns, or marketing channels.
- 57. Using Medium, Method, Message,& Market allows you to gather & share insights that maximize what works without dismissing channels, messaging, or distribution based on inaccurate data views.
- 58. And you canuse all of the fun chart knowledge you just got to share insights in your organization. 0 5 10 15 20 0 3 6 9 12 0 5 10 15 20 0 3 6 9 12 0 25 50 75 100 April May June July 0 25 50 75 100
- 59. Thank you Erin Robbins| GinzaMetrics @texasgirlerin | erin@ginzametrics.com Deck will be available on Slideshare at slideshare.net/ginzametrics