Download to read offline
Uploaded byMashMetrics
Making data sexy: Data Visualization for Digital Marketing
The document discusses the importance of data visualization and effective reporting in marketing analysis, emphasizing the need for metrics that provide actionable insights. It outlines common mistakes in reporting, the significance of using ratios instead of counts, and strategies for enhancing engagement and conversion rates. Additionally, the document highlights the role of teamwork, testing, and data-driven decisions in improving marketing effectiveness and overall performance.
More Related Content
Similar to Making data sexy: Data Visualization for Digital Marketing
Making data sexy: Data Visualization for Digital Marketing
- 1. - GA Implementation -Report Makeovers - Insight Reports - Implementation and Strategy - Data Visualization Consultant - Real-time data streams Thomas Bosilevac thomas@mashmetrics.com www.mashmetrics.com
- 2. FACTS TO INSIGHT: MAKINGDATA SEXY
- 5. How is ourwebsite performing?
- 6. How is ourwebsite performing? Is our marketing working?
- 7. How is ourwebsite performing? Is our marketing working? How many hits do we get?
- 9. What was ourperformance last month when we launched the new TV ad?
- 10. Should we spendon Conversion Optimization or Awareness Marketing? What was our performance last month when we launched the new TV ad?
- 12.
- 13.
- 14.
- 15.
- 17.
- 18.
- 19.
- 20.
- 21.
- 22. Icons for marketing,tech, create. NOT data • Our Jobs are multi
- 23. Icons for marketing,tech, create. NOT data • Our Jobs are multi
- 24. Icons for marketing,tech, create. NOT data • Our Jobs are multi
- 25. Icons for marketing,tech, create. NOT data • Our Jobs are multi
- 26. Icons for marketing,tech, create. NOT data • Our Jobs are multi
- 27. A week in the life ofan analyst How can we decrease our marketing spend … …and increase our sales?
- 28. A week in the life ofan analyst
- 29. A week in the life ofan analyst
- 34.
- 35.
- 36.
- 37.
- 38.
- 39.
- 40.
- 41. How to moveforward
- 42.
- 43.
- 44.
- 45.
- 46. Tools of themixing trade
- 47. Tools of themixing trade https://developers.google.com/analytics/solutions/google- analytics-spreadsheet-add-on#introduction
- 48. Tools of themixing trade
- 49.
- 53.
- 54. AWARENESS Introducing your brand •VOLUME • AUDIENCE • EFFICIENCTY
- 55. ENGAGEMENTEngaging your Audience • ENAGEMENT •RETENTION • PRODUCT
- 56. Purchase Point • CONVERSIONS •DROP-OFF • AVG ORDER SIZE CONVERSION
- 57. Retention and Referral • RETURN •REFERRALS • POSITIVE REMARKS RETAIN
- 58. Show and tellShowand tell
- 59. Common Mistakes toAvoid
- 60. # 1 Use Ratios, notCounts
- 61. # 1 Use Ratios,not Counts 150,000 Total Visits 20% Total Visits 1,200 Purchases .8% Conversion Rate
- 62. # 1 Use Ratiosnot Counts 150,000 Total Visits 20% Total Visits 1,200 Purchases .8% Conversion Rate $12K Cost $10 CPL
- 64. # 1 Use Ratiosnot Counts
- 65. # 2 Walking Throughthe Report
- 66.
- 67. # 3 Choosing theRight Chart
- 69.
- 70.
- 71. - 50,000 100,000150,000 200,000 250,000 300,000 BingOrganic Search TwitterPaid Social FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search Sessions - 2,000 4,000 6,000 8,000 10,000 12,000 Sales $- $10,000.00 $20,000.00 $30,000.00 $40,000.00 Cost Q2 Visits / Sales / Cost Single Slide of Insight
- 72. 0% 10% 20%30% 40% 50% 60% 70% BingOrganic Search TwitterPaid Social FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search % Total Visits 0% 5% 10% 15% 20% Conversion Rate $- $10.00 $20.00 $30.00 $40.00 CPLQ2 Visits / Conversion / CPL Usage of Ratios
- 73. 0% 10% 20%30% 40% 50% 60% 70% BingOrganic Search TwitterPaid Social FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search % Total Visits 0% 5% 10% 15% 20% Conversion Rate $- $10.00 $20.00 $30.00 $40.00 CPLQ2 Visits / Conversion / CPL Highlight the Insight
- 74. 0% 80% BingOrganic Search TwitterPaidSocial FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search % Total Visits 0% 10% 20% Conversion Rate $- $40.00 CPLQ2 Visits / Conversion / CPL Clean up the Noise
- 75. 0% 80% BingOrganic Search TwitterPaidSocial FacebookPaid Social BingPaid Search Email CustomersEmail Email EngagementEmail GooglePaid Search GoogleOrganic Search % Total Visits 0% 10% 20% Conversion Rate $- $40.00 CPL Increasing weekly emails by 15% can increase sales by 10% with less than $1000 investment. Title the Insight
- 77. How to moveforward
- 78. How to moveforward From an insight From a report
- 79. From an insight • Involvethe entire team
- 80. From an insight • Involvethe entire team • Solidify Roles
- 81. From an insight • Involvethe entire team • Solidify Roles • Test, Test, Test
- 82. How to moveforward But how can we send more emails without spamming?
- 83. How to moveforward We have weather data remember? Lets send emails out to customers where it is about to rain!
- 84.
- 86.
- 87.
- 88.
- 89.
- 90.
- 91. # 1 What isbiz question? What are the sales trends month over month? Are we staying on target?
- 92. # 2 Use ratiosnot Counts
- 93.
- 94. Consistent Axis for comparison Noneed for dual date display
- 95. Data Callouts to highlightinsight Labels shown once
- 96.
- 99. From a report • Titlewith an insight
- 100. From a report • Titlewith an insight • Don’t ask what metrics people need
- 101. From a report • Titlewith an insight • Don’t ask what metrics people need • Show by week where available
- 102. From a report • Titlewith an insight • Don’t ask what metrics people need • Show by week where available • Forget “Everyone” every once in awhile
- 103. Measure and Mix Analyzefor insights Show and tellHow to move forward
- 104. Measure and Mix •Use all the data surrounding the business • Find areas to join web customers with offline customers • Utilize GA Custom Dimensions and Measures • Take advantage of tools to extract, transform, and present
- 105. Analyze for insights •Pay attention to the intention of your marketing • Don’t concentrate on pure sales funnel • Split metrics in to four key areas
- 106. Show and tell •Use ratios and not counts • Don’t walk through your work • Don’t “cram” into one slide • Leave out unnecessary noise
- 107. How to moveforward • Title with an insight • Don’t ask what metrics people need • Show by week where available • Forget “Everyone” every once in awhile
- 108. - GA Implementation -Report Makeovers - Insight Reports - Implementation and Strategy - Data Visualization Consultant - Real-time data streams Thomas Bosilevac thomas@mashmetrics.com www.mashmetrics.com
Editor's Notes
- #23 Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?
- #24 Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?
- #25 Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?
- #26 Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?
- #27 Our jobs are now multi-disciplined between marketing, technology, creative…Data is the last thing we are thinking about. WE are marketers not statisticians, creatives not quants. Audience vote at this point. Primary Marketing, Tech, Creative, have no clue all the above?