Turning Your PPC Data Into Compelling Stories

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This presentation focuses on how the use of data visualizations will help you tell a comprehensible story to your client and help them act upon that information. Topics covered include theoretical frameworks on how the human mind digests data, determining the best structure to tell a story, and how to select the best graphical representation for the corresponding data.

Turning your PPC data into compelling stories
Jeroen Maljers | @jeroenmaljers

Why storytelling
The goal of storytelling
● Show your work
● Interaction
● Improvement
● Teamwork

To Whom
● Clients
● Managers
● Coworkers

General content of a report
● KPIs
● Graphs
● Tables
● Text
● Legend
● Header/footers
● Front page
● Follow up

A REPORT IS USELESS
WHEN IT IS NOT READ
OR DISCUSSED

The human brain is brilliant
It can connect the dots

Gestalt theory
Main concepts
● Emergence
● Reification
● Multi stability
● Invariance

Color Theory
Main concepts
● Think HSL instead of RGB
● Hue
● Saturation
● Lightness

Stroop effect
Main concepts
● Make it easy to read.
● Don’t do counterintuitive things in
your story.

Fast thinking/ slow thinking
Main concepts
● 2 systems
● Anchoring
● Availability
● Substitution
● Optimism
● Framing
● Sunk cost

Freytag” stories follow a pattern:” Dramatic Arc“
Exposition
Rising action
Climax
Falling action
Dénouement

Textual introduction
KPIs
Main analyses:
your real story
Supporting
Summary
and actions

4 elements of data story telling
Emotion
Facts
Interaction
Story

Facts Focus on 3 to 5 metrics.
The rest is evidence/
supportive.

Story Use the ARC.
Keep it simple.
Keep it short.

Emotion Make it fun to
read or not,
but throw in some  
emotion.

Interaction A story is useless
without a way to
interact.

Practical tips
Tooling.Go Deep High Volume Keep it simple
Tableau Swydo Swydo
Google Data studio Tapclicks Reportgarden
Qlick, PowerBI Dashboarding tools Agency analytics

Practical tips
KPIs/graphs.Targets
Visuals
Dimension
Metrics
Filters
Break down dimension

Practical tips
Text Length
Formal/informal
Sub header
Bold/italic/underline

Practical tips
Images Ads/creative
Screenshots
Funnels

Practical tips
Format. PDF
Static online report
Dynamic online report
Self updating dashboard

Practical tips
Disorders Color blindness
Dyslexia
Dyscalculia
Presbyopia

Practical tips
Follow up. Call
Mail
Chat
Visit

Research Swydo clients
Widgets per reports
Pages per report
Read?
Interaction

Research Swydo clients
Teams using KPIs: 99%
Teams using targets: 30%
Teams using comparison: 90%
Teams using text widgets: 95%
Total reports in time frame: 257041
Average KPIs per report: 9.95
Average text widgets per report: 6.45
Average widgets per report (non-kpi): 14.19
Reports sent with one mail 123.052 and via a
schedule 1.901.878
14.876 dashboards, 201.259 online reports and
1.156.638 PDF reports in another time frame

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Turning Your PPC Data Into Compelling Stories

1. Turning your PPC data into compelling stories Jeroen Maljers | @jeroenmaljers

2. Why storytelling The goal of storytelling ● Show your work ● Interaction ● Improvement ● Teamwork

3. Storytelling is as old as mankind

4. Who ● Agencies ● Departments ● Partners

5. To Whom ● Clients ● Managers ● Coworkers

6. General content of a report ● KPIs ● Graphs ● Tables ● Text ● Legend ● Header/footers ● Front page ● Follow up

7. A REPORT IS USELESS WHEN IT IS NOT READ OR DISCUSSED

8. First: back to school/ some theory

9. The human brain is brilliant It can connect the dots

10. Gestalt theory Main concepts ● Emergence ● Reification ● Multi stability ● Invariance

11. Gestalt theory: Emergence

12. Gestalt theory: Reification

13. Gestalt theory: Multi stability

14. Gestalt theory: Invariance

15. Color Theory Main concepts ● Think HSL instead of RGB ● Hue ● Saturation ● Lightness

16. Stroop effect Main concepts ● Make it easy to read. ● Don’t do counterintuitive things in your story.

17. Fast thinking/ slow thinking Main concepts ● 2 systems ● Anchoring ● Availability ● Substitution ● Optimism ● Framing ● Sunk cost

18. Freytag” stories follow a pattern:” Dramatic Arc“ Exposition Rising action Climax Falling action Dénouement

19. School is out: now more practical

20. Textual introduction KPIs Main analyses: your real story Supporting Summary and actions

21. 4 elements of data story telling Emotion Facts Interaction Story

22. Facts Focus on 3 to 5 metrics. The rest is evidence/ supportive.

23. Story Use the ARC. Keep it simple. Keep it short.

24. Emotion Make it fun to read or not, but throw in some   emotion.

25. Interaction A story is useless without a way to interact.

26. Practical tips Tooling.Go Deep High Volume Keep it simple Tableau Swydo Swydo Google Data studio Tapclicks Reportgarden Qlick, PowerBI Dashboarding tools Agency analytics

27. Practical tips KPIs/graphs.Targets Visuals Dimension Metrics Filters Break down dimension

28. Practical tips Text Length Formal/informal Sub header Bold/italic/underline

29. Practical tips Images Ads/creative Screenshots Funnels

30. Practical tips Format. PDF Static online report Dynamic online report Self updating dashboard

31. Practical tips Disorders Color blindness Dyslexia Dyscalculia Presbyopia

32. Practical tips Follow up. Call Mail Chat Visit

33. Research Swydo clients Widgets per reports Pages per report Read? Interaction

34. Research Swydo clients Teams using KPIs: 99% Teams using targets: 30% Teams using comparison: 90% Teams using text widgets: 95% Total reports in time frame: 257041 Average KPIs per report: 9.95 Average text widgets per report: 6.45 Average widgets per report (non-kpi): 14.19 Reports sent with one mail 123.052 and via a schedule 1.901.878 14.876 dashboards, 201.259 online reports and 1.156.638 PDF reports in another time frame

35. Dénouement thank you. @jeroenmaljers

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