Data Wonderment helps businesses make better decisions through data analysis. They assess a business's existing data and identify any gaps to help the business meet its goals. Data Wonderment provides consulting, market research, media planning and analysis services. They create easy to understand dashboards and visualizations to monitor campaign performance.

2. About Data Wonderment
Data Wonderment helps small- to mid-size businesses make better decisions and be more successful by
navigating the Big Data landscape.
The result of a media nerd and research guru who share a passion for all things data, Data Wonderment makes
data and analysis approachable (especially for those who “don’t do numbers”).
First, we take a moment to understand your business goals and objectives and assess what data you already
have – information about your customers, sales, website, marketing, time management, and so on. If we
identify any gaps, we help you obtain the missing pieces. Finally, we show you what you’re doing right and
identify opportunities for improvement to ultimately help you meet your goals and objectives.
How We Can Help:
Small & Medium Size Companies
Consulting on current data collection, proper data storage and
recommendations for taking your data to the next level.
Market Research, Media Planning & Buying
With more than three decades of experience in these fields, our
team takes a data driven approach to information collection and
reaching your audience at the right place and time.
Analysis & Presentations
Did you run a marketing campaign and aren't sure how to merge
all of the channels and see if it was truly successful? We can help
with that. We'll walk you through it so you present it like you
made it.
Peace of Mind & Rockstar Status
• On average, we complete projects 30% faster than the client...
which is equivalent to saving money!
• We provide you with quality work so that all you have to do is
send it on to your client/superiors.
• Let us help either with set up and/or post-analysis of your
campaign and you’ll gain peace of mind that everything is
being tracked and measured properly. Gain visual insights not
only for marketing, but operations as well.
Grow Your Business
• We can help you find new customers and/or more customers.
• We can help you understand your current customers.
• We can help you prove to potential customers how good you
are from measuring results you’ve had for past customers.

3. Meet the Data Wonderment Partners
Jennifer Stolzenbach
Data Scientist by Day
During the past decade, Jennifer has cultivated a
unique set of skills that position her to translate
data into business insight in an understandable,
approachable, and scientific way. As a data
scientist, she incorporates all the skills in her
toolbox of programming, project management,
market research, and strategic business analysis to
turn data into information. In the analytics industry,
it is rare to find these talents contained in one
person, which makes her a unicorn.
Research Guru by Night
She’s conducted primary and secondary research
for hospitality, entertainment, automobile, travel,
and membership organizations including survey
research and market analysis of population and
demographics. Known for asking business leaders
what problems and challenges keep them up at
night, and she finds ways to help them understand
their data and guides them to making the strategic
business decisions that help them regain clarity.
Patti Brownsord
Visualizations & Analytics Storyteller
Patti is honing her skills as a Data Artist and
eventual Data Scientist. She has been telling
stories with data her entire career, first with
advertising campaign reports to, most recently,
Quarterly Business Reviews for recruitment
advertisers on their overall hire data. Making
the data come alive in the simplest images and
having her client wide-eyed with wonder at the
insights gleaned, is her favorite business
pastime.
And a Really Big Media Nerd
Patti spent more than a decade honing her
Media Negotiation skills, both as a Media
Planner and as a Digital Billboard Manager (the
sales side of media). She's practical, analytical,
and is passionate about numbers, from the
initial proper set up of a campaign to the final
analysis and building Lessons Learned for next
time. Some would say that because Patti
understands Media and Analysis, she's a unicorn.

4. Telling stories about your data in bite-sized, shareable infographics.
High-level data, or niche information, work well:

5. Telling stories about your data in PowerPoint.
There are times when telling a story visually requires building
something new:

6. Client/Member Base Analysis to See Differences in Activity Level

7. Repeat Customers vs. New Customers
Repeat
Customers
account for 2.4%
of monthly
transactions
Client/Member Base Analysis to See Differences in Activity Level

8. Combining First & Third Party Data Sets For More Robust Analysis
Hiring Women in Tech

9. Composition Analysis to Understand How Components Relate
Program Sales Method
• Program sales are primarily
advance sales and group sales.
• How are advance sales handled?
• Online sales are low.
• Free events have no online ticket.
• Recommendation: Add online
sales of general admission
tickets (KPI).

10. Location Analysis to Understand/Identify Markets
Client base is
focused in
downtown
with some
pockets in
Sanford,
Waterford
Lakes,
Lockhart, and
West Maitland
Client Location Map

11. Geographic Distribution: Retail Hires
Location Analysis to Understand/Identify Markets

12. Bilingual Distribution: Customer Service Hires
Location Analysis to Compare Characteristics

13. Location Analysis to Compare Characteristics

14. Start To End Duration Analysis To Diagnose Differences in Segments

15. Advertising Campaign Dashboard Set Up Procedures
All paid digital advertising (and trackable added
value components) are measured against the
following parameters:
Did it reach the audience it was contracted to?
How did the recipients of the advertising behave? Did
they click? Did they visit the website later?
Are there differences between the audiences who clicked
versus those who visited the site later?
What actions did they take when they were on the
website? Did they sign up for an enewsletter? Did they
download something?
Did they share the information they received via our
advertising? How many people did they influence?
Weekly, monthly, quarterly, and end of campaign
reviews are available. Live dashboards can be made
available (additional set up costs required).

16. Monitor Performance with Easy to Understand Dashboards
“This is so cool! I want one!” -Director of Digital Marketing at a Restaurant Group in Central Florida
“Looks good, should be a great way to generate client interest and business… I like it as a road map.” -Owner of a Media
Planning Firm in South Florida
“Campaign dashboard is straightforward, easy to navigate and understand. Looks great Patti!” –Media Supervisor at a Media
Planning/Buying firm in Orlando
“I found it very intuitive and enjoyed the ease around functionality.” -Media Planner at a Media Planning/Buying firm in
Austin
The first thing one sees in the dashboard is the homepage, which can be customized with
different logos, buttons, colors, and content. The content is completely based on the campaign
parameters, but we usually like to keep the buckets of Action Media and Awareness Media,
since they are used different to influence the performance of the campaign.
This dashboard acts as a flow chart that provides so much
more information than an excel spreadsheet. Hovering over
the cells can show you customized bits of information, like
market GRPs and aggregate impressions. The deepness of
the cell’s color is related to the amount of spend, and so this
dashboard offers a high-level view of spend against
performance. In this instance, it’s cost, but it can also be
conversions, website visits, or whatever the goal is.
To see this dashboard in action, visit:
http://bit.ly/DWdatavizzes

17. Monitor Performance with Easy to Understand Dashboards
This dashboard is pretty straightforward for
analyzing website/vendor performance because
Action Media is a much easier medium to measure.
Most of the time, conversions can be tied directly to
the medium, so we are able to showcase attributes
of each site, along with performance, in the same
view, just by flipping the metrics filter.
Measuring Awareness Media performance is a
little more tricky, but not impossible! Before
the campaign launches, we’re able to run
different analyses on past performance and
how past campaigns and seasonality have
affected conversions. With that knowledge, as
well as knowing the performance of the Action
Media, we make mutually agreed upon
assumptions of how much independent
influence each Awareness Medium is having
on conversions.
To see this dashboard in action, visit:
http://bit.ly/DWdatavizzes

18. Measuring Performance Against Target Segments

19. Conversions Against Media Activity Analysis to See Advertising Impact

20. Quadrant Analysis to Identify Leaders vs Laggards
• Top Left Quadrant – Star Performers
• High amount of hires and low
CPH
• Indeed for Technology and Legal
were highest ranked
• Bottom Left Quadrant – Steady
Performers
• Low amounts of hires, but also
low CPH
• Careerbuilder and Glassdoor for
Legal were ranked the highest
(highest hires and low CPH),
Indeed for Customer Service
came in next
• Bottom Right Quadrant – Low
Performers
• Low amount of hires and a really
high CPH
• Google for Customer Service and
Building Ops ranked the lowest
(but it did really well for Legal
and Technology)
Hires from Media Plans

21. Media Department Capabilities
Data Wonderment’s Media Division consists of
media professionals who have collectively more
than three decades of media planning and buying
experience, plus access to many resources and
partners who enable them with research and
targeting capabilities.
Most of this time was spent on media placements for
Hospitality & Tourism, including Convention & Visitor
Bureaus, theme parks and hotels. Additional
experience includes Retail, Telecommunications,
Restaurants, Recruitment and Financial.
They pride themselves on their ability to find and
usefully utilize media research and allowing that to
guide their media strategy. It has also helped them
develop with relevant and focused Big Ideas.

22. Case Study: Expertise with Negotiating 360⁰ Programs with Media Vendors
Client: St. Augustine, Ponte Vedra & the Beaches Visitors and Convention Bureau
Background: After having helped win the client for the ad agency, the leads for each department when on a Fam Trip in order to learn all about the destination in order
to create the best advertising campaign.
Once we got back, we were so excited to share what we experienced that we caught ourselves in the communal spaces of the office re-telling all of the stories we
heard while we were there.
This inspired the creative team to come up with The Red Couch Chronicles campaign. It always focused on a big red couch with different people on it telling the stories
they heard. For the commercials, the stories were all cut up into funny segments with the difference people telling pieces of different stories.
Media Strategy:
After the initial discovery stage of understanding the consumer profiles of St. Augustine, we identified that we wanted to specifically reach people in Jacksonville,
Orlando, and Tampa who had the proclivity to attend festivals. We deduced that if they were attending festivals in their hometown, they were more likely to visit a
destination that was highly walkable and had different inside and outside activities for them to enjoy.
We narrowed it down further to identify the two segments of consumers who would enjoy festivals and St. Augustine – Double-Income-No-Kids and Multi-generational
families. We then identified the particular festivals where we could focus on each target and other festivals where we could maximize exposure with both.
We brainstormed with all of the Radio Clusters (Clear Channel, Cox and CBS) during the RFP process to have them come up with comprehensive packages that would
include radio, online, and access to these festivals with assistance at each of them. Cox Radio came up with the best solution. In all three markets they were strong
partners with the cities and held summer festivals in each location. Cox Radio Orlando also had various festivals per radio station. At each of the festivals, we had the
Red Couch and two actors in period clothing (sometimes they were Conquistadors, other times it was Henry Flagler and his wife Mary, or Pirates, like in picture above)
for people to take pictures with.
We also partnered with Radio Disney Orlando to execute a similar strategy and participate in their festivals.
Results
This was before the increase advertising usage on Facebook for companies and so we printed out the images instead of housing them in a Gallery for people to find
and tag themselves. We reached tens of thousands of festival goers who were receptive to our message. The VCB continued the campaign into the Fall and Spring of
the following year.

23. Case Study: Building 360 Degree Profiles
A Convention & Visitors Bureau (CVB) in the Florida Panhandle received an influx of government cash after the oil spill and hurricanes. The cash was for
advertising that the beaches were still beautiful and open for business. The CVB had already saturated the markets of Atlanta, Birmingham, and Nashville
with their regular advertising budget, so we advised them to use the new dollars to reach into new markets.
But which ones? And who exactly should we target? The CVB had a general idea of the demographics based on observations from watching visitors,
where the visitor guides were requested from, and from hotels confirming where their guests were from, but they didn’t have anything definitive
We processed the addresses of people requesting visitor guides through Nielsen PRIZM (now, Claritas PRIZM NE) segment technology that identifies what
lifestyle and lifestage groups of people are in based on their address. They can get as granular as identifying the segment of the individual person, to
identifying the highest likelihood of segment a zip code + 4 belongs to.
With this information, we identified that most of the people interested in and who visit the destination belonged to the Middle America Group, and were
primarily the segments of Shotguns & Pickup Trucks, Blue Highways, and Red, White, & Blues.
These segments were mapped to the middle of the US (heuristically knowing that people west of the Rockies didn’t come to the Panhandle nor did
people east of the Blue Ridge Parkway). The highest concentrations of these three segment types lived in Indianapolis, Cincinnati, and St. Louis.
Now that we knew who to target and where, we figured out how. Using other third-party research partners we performed media consumption analysis in
order to determine the proper media mixes to those markets. Then we did deeper dives to research which media outlets (i.e. which social media, cable
stations, websites and magazines) were the most consumed. We also used the cable, websites and magazine data to identify potential partners for
collaborative opportunities outside of the usual media buy (for PR, sponsorships, promotions, etc.). The creative team also used the demographics and
psychographic research to help drive the marketing message.
The overall marketing campaign was a success. With the concerted effort of advertising, public relations, and promotions in those new markets, we were
able to gain market share from the other destinations who were vying for those people. It was a banner year for the CVB and they continued to advertise
in those markets, and have considered them primary feeder markets ever since.
Based on the current data collected from the website, we’ll be able to dig in for more information on zip-level targeting against those Profiles and how
they are already using the website and what categories interest them most. We can use this information to build probabilistic advertising campaigns with
behavioral targeting and lookalike modeling.

24. Basic Website Analysis For Trend Spotting
Example Website Analytics
 Website Visits
 Total Webpages Viewed Across
All Visits
 Monthly Average Webpage
Views/Visit
 Monthly Average Website Visit
Duration
 Desktop vs. Mobile vs. Tablet
Performance

25. SWOT Scrum Methodology
Utilizing the SWOT tactic for understanding
the current marketing landscape:
In order to support the strategy of Collective
Impact, we will hold various “SWOT Scrums” with
key stakeholders in order to make sure that all
parties have contributed to the overview.
We use the word “Scrum” tactically to represent
the methodology by which we have short burst
meetings with the stakeholders, combine all ideas,
revisit to gain final buy-in and make adjustments.
Long gone are the days of having a 3 hours’ session
where everyone talks over everyone as someone
tries to write down every word! We meet with
each group on their own so they can make sure
they feel they have contributed their fair share.

26. Library of Product Overviews/Competitive Analysis for Data Tools/Software
Example: