Get Their Attention: How to Present Results to Get Results - 2016 MnSearch Summit
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Speaker: Lea Pica, Director of Data Visualization & Storytelling at Search Discovery | @leapica
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Get Their Attention: How to Present Results to Get Results - 2016 MnSearch Summit
- 1. How to Present Results to GET RESULTS // PRESENTED BY: Lea Pica, Search Discovery mnSearch Summit 2016
- 2. You may never approach THE SAME WAY AGAIN how you present data
- 4. HARWorking
- 6. RUH-ROH.
- 9. Why do BAD THINGS happen to good data
- 10. Meet your audience’s Hi.
- 11. ` You have only 8 SECONDS to grab their ATTENTION Source: John Medina, Brain Rules.
- 13. Repetition commits information to LONG-TERM MEMORY. Repetition commits information to LONG-TERM MEMORY. Repetition commits information to LONG-TERM MEMORY.
- 14. HEY THERE. I DON’T CARE ABOUT WHAT YOU DO ALL DAY. Show me how to move my business forward In a way I understand quickly and easily And in a way that makes me want toPS – Gimme a count of hits anyway.
- 16. STAND OUT Help your data
- 17. PRESENTATION Be Your AUDIENCE Use Your Tools Maximize DataWISELY ABSORPTION Three Pillars of Enlightenment
- 18. AnalystLibrar y
- 20. be your AUDIENCE
- 22. CAMPAIGN RESULTS? Can you present some
- 23. What do I really WANT?
- 24. Tell me where to MONEY!put my
- 25. WHOis attending
- 26. Let’s talk
- 28. What’s the big
- 29. Statement to
- 30. STATEMENT Landing Page Test Results. OBSERVATIO N Landing Page B had a higher conversion rate. INSIGHT Landing Page B was a significant winner, likely due to the additional explainer video.
- 33. Don’t let your presentation DROWN YOU OUT
- 34. Stain Video
- 38. Used over 350 TIMES EVERY SECOND! Source: Businessweek, 2012. (including right now)
- 43. PEOPLE PROBLEM It’s a We need more CONTROL
- 45. Truly Bad Slides
- 46. Bullet points expose all of your information to the audience at once.
- 51. Why do we love our BULLET POINTS?
- 53. Your slides are for your AUDIENCE NOT YOU.
- 54. Truly Bad Slides
- 57. Create IDEAS.. .
- 58. Truly Bad Slides
- 59. • Idea #1 • Idea #2 • Idea #3 IDEA #1 IDEA #2 IDEA #3
- 61. Resist the FLUFF
- 62. LOGOS. BC Company © Copyright And WATERMARKS.And other DOODADS. p. 38
- 66. of presenting professionals with any design training Source: ICIA Survey, 2005.
- 67. Drawing A Lea Pica Original HammyGavinLeaDrew
- 68. Nip the
- 69. Harness the power of REAL IMAGERY
- 71. Vision is the STRONG ESThuman sense Source: Brain Rules, John Medina.
- 74. Tell their STORY
- 75. Storytelling activates the... Sensory / Cerebellum Motor Cortex Broca’s area Auditory cortex Olfactory cortex Wernicke’s area Visual cortex
- 76. 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.
- 77. of Mobile Search VisitorsABANDONED OUR LANDING PAGE !
- 78. Why? The page wasn’t responsive as previously thought! 80% of Mobile Search VisitorsABANDON OUR LANDING PAGE!
- 79. Use the RIGHT PHOTO Use the PHOTO RIGHT
- 80. POWE R
- 81. Imagery is POWER
- 82. Imagery is POWER
- 83. Imagery is POWER
- 84. Why You Should Use Imagery in Presentations • Images are more powerful than text alone • They have the ability to stir emotion & increase recall BC Company © Copyright 2013.
- 85. Imagery is
- 92. We need to talk about...
- 93. Pie done WRON G.
- 94. PIE CHARTS ? This is your brain on
- 95. Bar charts can be ABUSED TOO
- 96. Let’s do
- 98. CHART DETOX 1,305 937 648 180 67 Cell Phones Computers TV & Home Theater Car Electronics Wearable Tech Killing 3-D Reduce visual nois e Data labelling Uniform coloring Conversions by Campaign
- 99. CHART DETOX Strategic coloring 1,305 937 648 180 67 Cell Phones Computers TV & Home Theater Car Electronics Wearable Tech Conversions by Campaign
- 100. Don’t let EXCEL DECIDE what matters to YOUR AUDIENCE
- 101. # OF CONVERSIONS BY CAMPAIGN. Zzzz.. Source:Analytics Inc, 2015. 1,305 937 648 180 67 Cell Phones Computers TV & Home Theater Car Electronics Wearable Tech
- 102. 1,305 937 648 180 67 Cell Phones Computers TV & Home Theater Car Electronics Wearable Tech CELL PHONES GENERATED THE MOST SALES VOLUME...Q1 2016 Search Campaign # of Conversions Source:Analytics Inc, 2015. McKinsey Titl e
- 103. 1.7% 4.5% 8.4% 0.5% 2.9% 1,305 937 648 180 67 Cell Phones Computers TV & Home Theater Car Electronics Wearable Tech ...BUT OUR OPPORTUNITY LIES WITH TV/HOME THEATER.Q1 2016 Campaign Channel # Conversions vs. Conversion Rate Source: Google Adwords, 2015. # of Conversions Conversion Rate
- 104. Dona M. Wong WSJ Guide to INFORMATION GRAPHICS
- 105. AWESOME VIZ READING LIST
- 106. Be Your AUDIENCE Use Your Tools Maximize DataWISELY ABSORPTION Three Pillars
- 107. Be Your AUDIENCE Use Your Tools Maximize DataWISELY ABSORPTION
- 108. Be Your AUDIENCE Use Your Tools Maximize DataWISELY ABSORPTION
- 109. Be Your AUDIENCE Use Your Tools Maximize DataWISELY ABSORPTION
- 110. Side effects may include...
- 111. Awesome Presentation BONUS TIPS! 1. Make changes...slowly
- 112. Try not to get...
- 113. Awesome Presentation BONUS TIPS! 1. Make changes...slowly 2. Test & refine your presentation approach
- 115. Awesome Presentation BONUS TIPS! 1. Make changes...slowly 2. Test & refine your presentation approach 3. Watch a TED Talk
- 117. Awesome Presentation BONUS TIPS! 1. Make changes...slowly 2. Test & refine your presentation approach 3. Watch a TED Talk 4. Stop & ask yourself…
- 119. Awesome Presentation BONUS TIPS! 1. Make changes...slowly 2. Test & refine your presentation approach 3. Watch a TED Talk 4. Stop & ask yourself…would I like this crap?
- 120. Awesome Presentation BONUS TIPS! 1. Make changes...slowly 2. Test & refine your presentation approach 3. Watch a TED Talk 4. Stop & ask yourself…would I like this crap?
- 122. hat challenges do you face?
- 123. .com
- 124. Facts do not CEASE TO EXIST because they are ~ Aldous Huxley @LeaPica
- 126. Photo Credits http://ipkitten.blogspot.com/20 10/05/letter-from-amerikat-i- trade-secrets.html http://www.flickr.com/photos /maricelius/6979944472/ http://gourmettraveller88.com/2 010/03/26/heavenly-banoffee- pie/ http://thepatronsaintofpie.co m/2010/12/14/flaky-pie- crust-thatll-never-let-you- down/ http://www.guidinginstincts.com/2012/06/medi tation-reduces-heart-disease-in.html iStockPhoto.com ID 18477139 iStockPhoto.com ID 6769769 iStockPhoto.com ID 6769769 http://girlsfirstcar.files.wordpress.com/ 2009/09/texting-and-driving1.jpg http://heidicohen.com/wp- content/uploads/how-to-lose- audience.jpg http://www.clivir.com/lesson s/show/heartburn-vs-heart- attack-symptoms.html http://4.bp.blogspot.com/-3SWjR- MDc3o/USDprlKKSgI/AAAAAAAAD Lo/2GeHrz_bRCI/s1600/black- hole.jpg Source: Alfred Eisenstaedt http://0.tqn.com/d/presentationsoft/1/0/4/U/-/- /powerpoint-splash-screens.png http://class7technology.wikispaces.com/No tes+From+Class+7 http://farm7.staticflickr.com/6003/ 6000468077_e8c6a24b4a_z.jpg http://2.bp.blogspot.com/- zeh8fVN_BY8/TpRhADOrMBI/AAAAAAAAAb4/D gSN_4kXu1I/s1600/smile_alone.jpg https://www.flickr.com/photos/imaginecup/7534287902/in/photolist-9ERw2M-cwP8T-9Fndzs- 4xKW11-5TB5QS-778Cp-cwPga-ctMciy-6hvK8R-gBRNiN-86HFc6-gjPhx-9nu8md-8Uy8E1- 4ps6xv-mdKHUB-5TB893-ctMcoo-7ymPfX-cwPcX-fMmz6-7BAmRY-cwPfi-cwPbi-86HFaa-ctMcCj- 7RQGgB-aU8wmi-5TB8gQ-7ymQdt-7RQG8D-5DgdHK-mdKJvg-4Tw5iF-83vC49-mdJVnv- 7RTWDu-hviCUZ-cR4fg5-5AUcGP-ctMcxd-29WZe-7aL8qt-9NjRgf-9NjTyj-9Nh6Qp-fxRY3o- fxS9H1-fxBRuB-97KsqX https://www.flickr.com/photos/i5design/4886682532/in/photolist-6mjLRT-ijukes-4SDvP-5p71c- hzSGna-524C9m-maHAAc-JTerB-8rPwt7-5wEQpL-3BYUuN-kX97d-4rD7Am-4qcx58-aqmPq- 4ptCoT-6f9K9W-2PM9c-9PnUBE-i1Qmpw-kd5Ai-aE3jX-4pcA58-3BUxAD-4cvonQ-3bq9rX- 3JSDuN-Pew-ojVq7i-8Tn4en-6f9FEW-F8siA-5wdMB5-aPZsVp-cv6JPW-3BYU4L-ZnFR4-xGgET- nKGr7o-8CzTbm-76tw4-7hE76P-grzaj1-feUnYz-3BUyjn-o2VgUz-5j5qeT-6tERHa-6dgbjz-238Z7 http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uac t=8&docid=hF1FU5i_2j2CjM&tbnid=2ys81O6KYjlqTM:&ved=0CAcQjRw&url=http%3A %2F%2Fcommons.wikimedia.org%2Fwiki%2FFile%3ABonnie_Bassler_TED_talk_in_ 2009.jpg&ei=6GAsVIXZHbHesATfrIKQBQ&bvm=bv.76477589,d.aWw&psig=AFQjCN G5jo2llYpg_EMUMgCl_sdK-_ZM1A&ust=1412280915542270 https://www.flickr.com/photos/aigle_dore/7912377858/in/photolist-d4c1gU-jFEkA-5ET75Z-bYbxFj- 2yrYH-E4PyJ-5BUwZw-8R7frE-6DkUiH-pmzppF-6TYNf1-aFnMjp-paXK54-6Dr5Rb-8naNA-4eCfzf- 7wD5Nx-3eAc3u-dLAaox-a987sg-qpshhA-CKsDJ-3y8tGE-5jKEfG-cbHeQj-iUvnaU-chyZJs- dLo8ZJ-fPYA9C-c7z8J9-4SATgA-2PUKij-cGj5JY-h39SUT-864noJ-dL7cBs-9EVhyB-43ZzqU- aht7Wt-opC5Uc-96nY4V-4jPPx8-cyF33w-beiC44-4v3o9V-3YZ6n-zcwt1 http://heidicohen.com/wp- content/uploads/how-to-lose- audience.jpg http://farm7.staticflickr.com/6003/ 6000468077_e8c6a24b4a_z.jpg https://www.dollarphotoclub.com/stock- photo/Scared%20nerd%20hiding%20behind%20 a%20desk/34503861 http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uac t=8&docid=hF1FU5i_2j2CjM&tbnid=2ys81O6KYjlqTM:&ved=0CAcQjRw&url=http%3A %2F%2Fcommons.wikimedia.org%2Fwiki%2FFile%3ABonnie_Bassler_TED_talk_in_ 2009.jpg&ei=6GAsVIXZHbHesATfrIKQBQ&bvm=bv.76477589,d.aWw&psig=AFQjCN G5jo2llYpg_EMUMgCl_sdK-_ZM1A&ust=1412280915542270
Editor's Notes
- I find that a tremendous amount of good data and insightful analysis goes into the void. I hope to help you change that today.
- That’s a pretty tall order for us data junkies that just want to create Google Analytics segments and pivot paid search data all day. But, there’s no question that data visualization is one of the most important aspects of our jobs, and we need to get back to the basics. I want to briefly touch the impact that poorly presented data can have:
- I want to talk about takeaways for a second. I hear this term a lot. The way that makes me feel is…eh. It’s like a sign I have in my backyard, where nothing really important happened on that spot in 1782.
- So, we’re going to refocus our terminology to insights.
- and in your insights, you find your big story. it's always about the story you're trying to tell.
- I’m on the edge of my seat with this on.e
- The other issue is showing them all at once is like trench coat flashing. Let's turn this into more of a striptease. One that is safe for work.
- https://www.dollarphotoclub.com/stock-photo/Isolated%20image%20with%20human%20hand%20shows%20gestures/83334841
- Despicable me unicorn
- Bookshelf image
- Better photo
- Shorten link Tw handle
- projector
- Remove the 3d. Sort the pieces
- This may be one of the most important lessons of the two days, so definitely pay attention. We're going to use one of the examples I was given. Again, no hard feelings. And remove the extra work that the noise is causing here.
- Remove the 3d. Sort the pieces
- Remove the 3d. Sort the pieces
- Remove the 3d. Sort the pieces
- Remove the 3d. Sort the pieces
- Remove the 3d. Sort the pieces
- Remove the 3d. Sort the pieces