The document discusses Janet Miller's presentation on making data compelling through visualizations. Some key points: - Janet Miller is the president and CEO of Marketing Mojo, a digital marketing firm specializing in SEO, PPC, and social media advertising. - The presentation covered different types of visualizations that can be used to showcase data trends effectively, including lines and trendlines, pie charts, columns and bars, scatter plots, and funnels. - Examples were shown of how each visualization type can help tell a story and make patterns in the data more obvious and understandable compared to just presenting the raw numbers.

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Making Data
Compelling
through
Visualizations

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• President
and
CEO
of
Marketing
Mojo
• Digital
marketing
firm
specializing
in
SEO,
PPC,
social
media
advertising
• Founded
in
2005
• 15+
years
of
SEO
and
PPC
experience
• Google
Analytics
certified
• Teach
classes
on
Udemy
for
Google
Analytics
• Just
wrote
my
first
book
on
Google
Analytics
–
available
on
Amazon!
• Columnist
for
Search
Engine
Land’s
All
Things
SEO
column
About Me

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848,246

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"Use a picture.
It's worth a thousand words."
Tess Flanders, 1911

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Can it be said with a chart/graphic
instead of a word?

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Lines and Trendlines

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Multiple Lines and Trendlines
0
50
100
150
200
250
300
December
Sessions
November
Sessions
October
Sessions
Referral
Sessions
LinkedIn
simplybusiness.co.uk
t.co
searchengineland.com
facebook.com
images.google.fr
images.google.de
info.thirddoormedia.com
m.facebook.com

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Multiple Lines and Trendlines
0
1000
2000
3000
4000
5000
6000
Organic
Sessions
2015
Bing
Sessions
Google
Sessions
Linear
(Bing
Sessions)
Linear
(Google
Sessions)

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Lines and Trendlines
0
1
2
3
4
5
6
7
8
9
10
January
February
March
April
May
June
July
August
September
October
November
December
Ranking

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Lines and Trendlines
0
1
2
3
4
5
6
7
8
9
10
January
February
March
April
May
June
July
August
September
October
November
December
Ranking

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Pie Charts

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Pie Charts
AdWords
Impression
Share
-­‐
Lost
Opportunity
Lost
-­‐
Budget
Impression
Share
Lost
-­‐
Rank

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Doughnuts

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Columns and Bars

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Columns and Bars

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Stacked Column and Stacked Bar
0
5
10
15
20
25
30
35
40
May
June
July
August
Conversions
Google
Bing

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Scatter
0
5
10
15
20
25
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
CTR
Relative
to
Organic
Position

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Bubble

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Bubble

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Venn Diagrams
Frosty
the
Snowman
Santa
Claus
Characters
in
Winter

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Venn Diagram

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Speedometer

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Funnel Charts
2635
347
96
Conversions
by
Funnel
Stage
ToF
MoF
BoF

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Beyond Excel…

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Intensity Maps

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Great for Dashboards

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http://www.slideshare.net/SearchMarketingExpo/
advanced-­‐seo-­‐visualization-­‐forcedirected-­‐
diagrams-­‐for-­‐teaching-­‐analysis-­‐by-­‐ian-­‐lurie
Day
2,
SMX
East
2015
presentations

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SEE YOU AT THE NEXT #SMX!
Thank you!