The document provides guidance on creating clear and effective data visualizations for presentations. It outlines the basic anatomy of a good chart, including a message title to interpret the data, an exhibit title describing the subject and unit of measure, legends to explain any shadings, footnotes for single elements, and sources. Examples are given of consumer survey results presented in a bar chart, with tips on using quotes to bring the data to life for the audience. The overall message is that clearly communicating findings through slides is as important as the analysis itself for business partners.

1. Use this to
Welcome to DDU 3 replace
slides 2 & 3
Data Driven University’s objective is to empower LI
leaders to effectively:
•
1 Prioritize product efforts
•
2 Communicate effectively
•
3 Crack business problems
Accelerate the career trajectory of our top performers
Transformation 1

2. Use this to
replace slides
Executive summary 38 & 39
 Extensive customer research has validated a key opportunity for
LinkedIn to sell products to sales people
– Sales users massively over-index in usage of our site, particularly search and
profile views
– Sales users also over-index in current propensity to buy a premium subscription
– Consistent survey feedback that sales people want more LinkedIn premium
solutions
 Objective of today’s meeting is to get input from product executive
on the direction of LinkedIn monetization products for sales.
– What features should we build to support sales prospecting activity?
– What tools can we build to enhance sales intelligence use case of LinkedIn?
– How (if at all) should LinkedIn integrate with other sales work flow tools?
 Prioritized set of features we propose to build are:
1. Org map view of profiles
2. Integration with SFDC
3. Lead list builder
Transformation 2

3. Use this to
#2 -- Logic tree example 2 Define Structure Prioritize
replace slides
74,81
How to improve InMail response rate?
Make it easy for recipient Make InMail content more Target InMails to users
to respond compelling most likely to respond
Take friction out of reply Help senders to compose more Show sender profiles of people
process e.g. Remailer compelling messages most likely to respond
Increase visibility of Add content to InMails that Indicate to sender users that
notifications of InMail make them more compelling are not likely to respond
Transformation 3

4. Finding data & sharing data insightsUse the
following
slides for the
section on
telling story
with data
 Finding the right data
 Telling a story with data
Transformation 4

5. Avg hires impacted % by products used
Hires Impacted % by Products Used
Hires Impacted in March 2012
Excludes recruiter/staffing firms, new clients, and clients with college jobs. Recruiter Impact excluded.
Transformation 5
5

6. For Hiring Solutions clients, the LinkedIn
Solution nearly doubles impact to hiring
% of client hires impacted
by LinkedIn Solution
35% 1.8x impact than
30% seats/slots alone
30%
25%
20% 22%
15% 17%
10%
5%
0%
Seats and Slots only Seats and Slots Seats and Slots The
+ Career Page + Career Page and LinkedIn
Work With Us Solution
Hires Impacted in March 2012
*** for clients with over 100 hires/year
Transformation 6

7. Target Market Selection
Today’s focus: effective data-driven communications
What we will cover:
▪ Anatomy of a good chart
▪ Steps for determining what
to put on the page
▪ A chance to critique yourself
and your friends 
▪ Quick individual exercises
▪ Checklist of “tips and tricks”
“What do you mean, what does it mean?”
Transformation

8. Target Market Selection
Isn’t this just “advanced common sense”?
Yes, but…
▪ Powerpoint is one of the primary tools we use to communicate our findings
with our business partners
▪ Slides are one of our most visible outputs throughout the company and
tend to be what we “leave behind” as the answer (especially with execs)
▪ Clearly communicating the answer is as important as getting to the answer
in the first place
▪ Does this sound familiar?: “This is great analysis…now, what does it
tell me?”
▪ It does not take more time to create a clear and concise slide
▪ And, [ahem] not all of our slides are clear 
Transformation

9. Target Market Selection
The basic anatomy of a clear chart
Message title:
States your
interpretation of the
presented data Research indicates [Company X]’s brand is strong
(ideally), or at least Legend (when
Today’s focus
states the topic of necessary):
the data presented Consumer survey results
Describes the
Percent Consumer quotes
meaning of shading
Company X's brand is one I only purchase this brand, I
80
Exhibit title: that I trust don’t trust any other to fulfill my
Describes the needs
Company X's brand is one
70
subject of the chart that I think is fun
(including unit of I bring this brand out whenever
Company X's brand is one that I want to have a good time with
measure) 65
I associate with cool people1 my friends
Company X's brand is one that
50
anyone would buy All of the really hip people at
school use this brand, I feel hip
Company X's brand is one that when I use it, too
Footnote (when I have not heard of
15
appropriate):
Linked to single
chart element 1 This question was not asked at all groups
(note: best for Source: Brand survey conducted by Acme Research, November 2011 5
printed
presentations) Source (when necessary):
Gives credibility to
data, allows others to find
original reference if
necessary
Transformation

10. Target Market Selection
Three simple steps to follow
1 Decide on the key message you are making
a.k.a. the “so what” of the analysis
2 Pick the data and chart that best makes the point
What key elements are you trying to compare?
3 Then, fire up Powerpoint and make the slide
Note: the last step, not the first
Transformation

11. A simplified example: what is the “so what”?
Sales by Product, $000
Product
A B C Total Answer #1:
Jan 88 26 7 121 Sales have risen steadily
Feb 94 30 8 132 since January
Mar 103 36 8 147
Apr 113 39 7 159
May 122 40 13 175 Answer #2:
YTD, Product A has
YTD 520 171 43 734 accounted for more than
70% of total sales
Answer #3: Once you’ve decided on the key
Product C sales nearly message, then select the critical data and
doubled from April to May the right graphic that best makes the point
Transformation

12. #1 TABLET GROW
THESIS: Steep growth, potential laptop substitute
NOW Weekly iPad Visits to linkedin.com
iPhone
− v 1.0 :: Late February 1,000,000 weekly!
800,000
NEXT 600,000
− Android support 400,000
− Project Engage (deferred features) 200,000
− Advertising Test 0
1 2 3 4 5 6 7 8 9 1011
growth
250+% in 2011
Transformation

13. Group emails dominate messages sent to engaged users
Breakdown of email received per month by engagement category
Percent (during June 2011)
Average #
received 5 9 15 29 49 94 162
100% All Others
5% 5% 6% 6% 6% 5%
8%
90% 7% 5%
5% Follow-Up Invitation Acceptance
13% 8% 5% to User
10% 8%
80% 6% Action
6% 11%
6% 7% 13% Invitation Reminder
9% 9%
70%
LinkedIn
24% 7% LI Today
60% 10% Initiated
35% 6% Consumer Marketing
50%
52% 12%
40% NUS Digest
68% 71%
30% 60%
User
12% M2M Messages
50% Initiated
20%
34% Invitations
12%
10% 20% Groups
Groups - Other
6%
0%
Groups Digest
Transformation
Note: based on email sent June 2011, does not include new or “burstly” users
13

14. In general, subscribers who contacted customer service
have higher NPS…due to excellent interactions
Customer Service
Poor (0-2) Excellent (8-10)
NPS=29
Overall satisfaction with the
11% 48%
customer service
21%
Speed of response / resolution 14% 49%
79% Representative's knowledge of
8% 54%
LinkedIn products and services
NPS=13
Ability to resolve your issue to
13% 53%
Yes No your satisfaction
Have you ever contacted your customer service representative about LinkedIn Premium?
14
Base: Chart 1 All n=506

15. Telling a story with data
What is the So What?
What problem am I trying to solve?
How do I communicate my story?
What backup evidence do I need?
How can I make sure my
audience follows my story?
15

16. Goal of this session: Let your insights
speak for themselves
Always use action titles to tell your story
Take the guess work out:
Frame the data right so it speaks for itself
The 10 second rule
Simplify, simplify: 1-2 messages per slide
Can you look at a data slide for 10
What’s the so what?see what it’s tellingin mind
seconds and Keep your audience you?
16

17. Question: how would you show the impact of
installing LinkedIn’s mobile app in terms of PVs?
Review the data in the next 2 pages
Then, write one page with your conclusions
Transformation

18. Data (1/2)
On average, a unique (including non-users of mobile) does 66.5 pageviews in 30 days
Product Analytics team has demonstrated that the Avg Excess1 seasonal pageviews
after download of the mobile app = 101.9
Avg Excess seasonal pageviews before download = 87.6
On average, a mobile user does 76.0 mobile pageviews in the first 30 days
T-test and Wilcoxon tests show this is statistically significant, implying that on average,
starting to use mobile generates ~0.5 desktop views per day
Also, analysis clearly shows that the mobile user group is more engaged than the
overall user base
Transformation “above the average PVs of all users”
1: Excess means

19. Data (2/2)
Unique Avg invites Avg invites
Members sent 30 Days sent 30 Days
Before First After First
Use of Mobile Use of Mobile
Sent invites in
7.46MM 11.13 20.41
both periods
Number of
viral PVs
driven by
each invite
2.3
Transformation

20. Example of a compelling chart
2
Transformation
0

21. Mobile users drive ~4X PVs than average users
Pageviews (desktop and mobile) per member per month
 Members who
Average pageviews of all users 67
download the
mobile app
2.3x already heavy
Average pageviews of mobile site users – with
155
users, before download 2.3x the PVs of
an average user
4x
Average pageviews after  Viral effects
245
downloading the mobile app include the
additional PVs
caused by
incremental
...including viral effects 266 invites done by
mobile users
Transformation

22. Primary takeaway
Mobile users drive ~4X PVs than average users
Chart description and units
Pageviews (desktop and mobile) per member per month
2-3 explanation points or
No abbreviations if not Rounded numbers secondary takeaways
absolutely necessary
 Members who
Average pageviews of all users 67
download the
mobile app
2.3x
already heavy
Average pageviews of mobile site users – with
155
users, before download 2.3x the
4x engagement of
an average user
Average pageviews after
245
downloading the mobile app  Small viral effect
(21 pageviews)
caused by
incremental
...including viral effects 266 invites done by
mobile users
Note: T-test and Wilcoxon tests show values are statistically significant
Notes and sources
Transformation Analytics
Source: LI Product

23. Mobile users drive ~4X PVs than average users
Pageviews (desktop and mobile) per member, 30 days before and after downloading app
+72%
21  Members who
App download the
download mobile app already
76 heavy site users –
2.3x with 2.3x the PVs
of an average user
14
 Downloading the
app increases PVs
88 by 110, 14 of which
are incremental
web PVs
Avg. desktop Avg. desktop Incremental Mobile PV Viral PVs Total
PVs of avg. PVs, before desktop PVs driven by
users get app after get app incremental
invites
Note: T-test and Wilcoxon tests show values are statistically significant
Transformation Analytics
Source: LI Product

24. Good slide;
however, comple
Mobile users view 3.6% more pages per month on the xdesktop
content to
convey
Long Term Impact of mobile use on www page views (6-9 months after installation
of the mobile app, iPhone users only)
Modest impact of
Change in visit
iPhone mobile use on
frequency on Change in Change in PV/
page visits
www PV/visit on www month on www
Percent Percent Percent
Current hypothesis is
that unlike
6.8 Facebook, LinkedIn’s
3.6 mobile users are among
our most engaged users
and are not yet prone to
substituting
-3.1
1: Analysis covers iPhone app users only. Partial seasonal adjustment because of limited data available. Analysis tracks
Transformation the app between Sept and Nov 2011 in the 6-9 months since mobile adoption on www usage (February
users who installed
2012 through May 2012)

25. Better slide: clear
1 statement of
Q: Do members who use mobile use the www site less?
A: Not yet. Mobile users actually “visit less but do more”. We shouldquestion we are
however
answering and
continue to monitor impact. depiction of what
happens
When members use the iPhone app or touch, they …but they view 6.8% more pages on
visit the www site 3.1% less frequently… that visit
Y PVs / visit
X days
6.8% more PVs / visit
X days + 3.1%
Net impact: 3.6% more PVs
1: Analysis covers iPhone app users only. Partial seasonal adjustment because of limited data available. Analysis tracks
Transformation the app between Sept and Nov 2011 in the 6-9 months since mobile adoption on www usage (February
users who installed
2012 through May 2012)

26. Question: how would you show the willingness of people to
share their personal information with their coworkers and the
broader company?
What is the key insight?
Review the data in the next page
Then, write one chart with your conclusions
Transformation

27. [Q9] What types of information would you be willing to share with your coworkers?
For "Skills" Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employees
Total 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%
I would not want to share this 92 4% 10 4% 11 4% 16 5% 14 4% 9 3% 10 3% 6 3% 11 3%
I would share only with people in my team/department 18% C
461 44 16% c 29 11% 67 21% bCI 73 20% Ci 59 21% Ci 79 22% bCI 42 18% C 53 15%
I would share this with my entire company 2003 78% d 228 81% D 230 85% ADEFG 236 74% 280 76% 217 76% 278 76% 188 80% 294 82% DefG
For "Interests / groups and associations IRep a part of / volunteer causes" employees
am 1-10 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employees
Total 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%
I would not want to share this 448 18% 41 15% 43 16% 60 19% 72 20% b 56 20% 62 17% 38 16% 63 18%
I would share only with people in my team/department 32% B
819 72 26% 83 31% 104 33% b 112 31% 94 33% b 119 32% b 84 36% B 131 37% aBe
I would share this with my entire company 1289 50% 169 60% ADEFGHI 144 53% i 155 49% 183 50% 135 47% 186 51% 114 48% 164 46%
For "My social media updates, tweets & blogs"
Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employees
Total 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%
I would not want to share this 1403 55% B 116 41% 143 53% B 179 56% B 199 54% B 160 56% B 222 60% ABce 148 63% ABCE 203 57% B
I would share only with people in my team/department 24%
618 67 24% 61 23% 77 24% 91 25% 79 28% 86 23% 52 22% 86 24%
I would share this with my entire company 535 21% fGH 99 35% ACDEFGHI 66 24% FGH 63 20% 77 21% gh 46 16% 59 16% 36 15% 69 19%
For "My Instant Messaging availability (e.g., "busy")"
Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employees
Total 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%
I would not want to share this 878 34% I 113 40% aeGhI 97 36% I 124 39% GI 123 34% I 104 36% I 116 32% i 78 33% I 91 25%
I would share only with people in my team/department 28% B
725 63 22% 70 26% 99 31% B 104 28% b 81 28% b 118 32% Bc 70 30% b 99 28%
I would share this with my entire company 953 37% D 106 38% d 103 38% D 96 30% 140 38% D 100 35% 133 36% d 88 37% d 168 47% ABCDEFGH
For "My professional connections (e.g., from a site like LinkedIn or Xing)" employees
Rep 1-10 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employees
Total 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%
I would not want to share this 545 21% Bc 46 16% 44 16% 68 21% 95 26% ABCf 58 20% 79 22% bc 57 24% BC 87 24% BC
I would share only with people in my team/department 33%
853 83 29% 93 34% 108 34% 115 31% 114 40% ABEGi 116 32% 81 34% 118 33%
I would share this with my entire company 1158 45% f 153 54% ADEFgHI 133 49% Fh 143 45% 157 43% 113 40% 172 47% f 98 42% 153 43%
For "My personal connections (e.g., fromRep like Facebook)"
a site 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employees
Total 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%
I would not want to share this 1872 73% 195 69% 189 70% 229 72% 266 72% 215 75% b 280 76% Bc 187 79% ABCDe 268 75%
I would share only with people in my team/department 16%
418 48 17% 39 14% 59 18% h 62 17% 51 18% 58 16% 31 13% 51 14%
I would share this with my entire company 266 10% F 39 14% aFGH 42 16% ADeFGHi 31 10% 39 11% f 19 7% 29 8% 18 8% 39 11% f
For "Professional opportunities I am interested in (e.g., new ventures)"1-10 employees
Rep 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employees
Total 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%
I would not want to share this 1139 45% B 98 35% 119 44% B 159 50% aBi 163 44% B 137 48% B 182 50% aBi 113 48% B 155 43% B
I would share only with people in my team/department 26% b
661 58 21% 71 26% 76 24% 99 27% b 90 32% ABDHi 99 27% b 56 24% 91 25%
I would share this with my entire company 756 30% FG 126 45% ACDEFGHI 80 30% Fg 84 26% f 105 29% F 58 20% 86 23% 67 28% F 112 31% FG
Transformation

28. Example of a compelling chart
2
Transformation
8

29. ~80% of respondents would share professional connections with
their company, only 26% would share their personal connections
With entire company
Only with people inside my team
Not share
What types of information would you be willing to share with your coworkers?
Percent of respondents N = 2556
Skills 78% 18% 4%
Interests / groups and associations I am a part of 50% 32% 18%
My professional connections (e.g., from a LinkedIn) 45% 33% 22%
My Instant Messaging availability (e.g., "busy") 37% 28% 35%
Professional opportunities I am interested in 30% 25% 45%
My social media updates, tweets & blogs 21% 24% 55%
My personal connections (e.g., from a site like Facebook) 10% 16% 73%
Transformation Linkedin Research Network; Survey Dec 2011
Source:

30. Lead should state the governing message of the page
Charts should have titles explaining the information
and labels explaining the units1
Ease
▪ Select a
clear, intuitive
Best?
▪ Always have a
graphic
key takeaway
Impact
▪ Make sure the
Huge
growth! 10.0 takeaway
▪ Be careful with scale actually
9.9 follows from
the information
2010 2011 on the chart
▪ Organize text – TEXT
▪ TextTextTextTextTextT
bucket where extTextTextTextTextTe
xtTextTextTextTextText
possible TextTextTextTextText
1 Include any footnotes required to properly interpret the chart
Source: Data charts should always cite the source of the information (where appropriate)
Transformation

31. Final thoughts: a checklist of things to remember
 Keep messages simple. Ideally one message per page. Try aiming for
Less is more at least 14+ font size to force yourself to use fewer words.
 Only show the data necessary to make your point, no matter how
“interesting” the other analysis may be.
 Avoid false precision. Is the market estimate really $12.24B, or is it
$12B?
 Avoid qualifiers. “It appears if…”, “Maybe…”, “It may be…” Just say it.
 Whitespace is your friend. Charts need some breathing room…think
Google+ homepage, not ours (or at least not yet). 
 Note sources on slides, especially for 3rd party information. Sufficient
Traceability for someone to track it down (i.e., source, name of report, and date).
 Footnote non-common acronyms. Your slide should not be a pop quiz
on what VOTPAV, WWU, and BIJJLI stand for.
 Be wary of consulting styles that don’t “feel” like LinkedIn. CYA
Ex-consultants:
stickers, “Team Analysis” source, moons, complicated trackers, etc.
take note!
Transformation

32. Transformation