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Data that persuades
How to prove your point
Ian	
  Lurie	
  
CEO,	
  Portent	
  




                                           This is the ‘narrated’ version of
                                           my presentation from SES San
                                           Francisco, 2012. You’ll see
                                           explanations in little black boxes
                                           like this one.
San	
  Francisco|	
  August	
  13–17	
  
If you have questions after you
         read this, shoot ‘em to me on
         Twitter. I’m happy to answer.




ME: @PORTENTINT
Also, I’ve put links to books,
              examples, etc. on a bit.ly link
              bundle at this link.




portent.co/sesdata



Yes, like this, no ‘m’.
I’m not a fan of bullets. They
                give slides a bad name. So I’ve
                banned them from this
                presentation.




This presentation is
certified 100% bullet-free.
I came up with the idea for this
presentation after receiving a
graph that looked like this:




         7000	
  
         6000	
  
         5000	
  
         4000	
                                                          Jun-­‐12	
  
         3000	
                                                          Jul-­‐12	
  
         2000	
                                                          Aug-­‐12	
  
         1000	
  
              0	
  
                      Alfalfa	
   Timothy	
   Chewy	
      Pigloos	
  
                                    Hay	
     Treats	
  

                                                                                        @portentint
Why the @#$! would you do this?




             7000	
  
             6000	
  
             5000	
  
             4000	
                                               Jun-­‐12	
  
             3000	
                                               Jul-­‐12	
  
             2000	
                                               Aug-­‐12	
  
             1000	
  
                0	
  
I couldn’t figure out why people
would do this to innocent, Timothy	
   Chewy	
  
                      Alfalfa	
                     Pigloos	
  
helpless data. This graph is Hay	
     Treats	
  
awful.
                                                                                 @portentint
Why the @#$! would you do this?




7000	
  
6000	
  
5000	
  
4000	
                                                     Jun-­‐12	
  
3000	
                                                     Jul-­‐12	
  
2000	
                                                     Aug-­‐12	
  
1000	
  
     0	
                              Even worse, it was created by a
             Alfalfa	
   Timothy	
   Chewy	
   Pigloos	
  
                                      marketing ‘professional’ to give to
                           Hay	
     Treats	
  
                                      her boss (I changed the products
                                      to protect the innocent)
                                                                          @portentint
Why the @#$! would you do this?




7000	
  
6000	
  
5000	
  
4000	
                                                       Jun-­‐12	
  
3000	
                                                       Jul-­‐12	
  
2000	
                                                       Aug-­‐12	
  
1000	
  
     0	
  
             Alfalfa	
   Timothy	
   Chewy	
   Pigloos	
  
                                      Would you take this seriously? Can
                           Hay	
     Treats	
  even figure out what the story
                                      you
                                      is behind this data?
                                                                            @portentint
Why the @#$! would you do this?




7000	
  
6000	
  
5000	
  
4000	
                                                         Jun-­‐12	
  
3000	
                                                         Jul-­‐12	
  
2000	
                                                         Aug-­‐12	
  
1000	
  
     0	
  
             Alfalfa	
   Timothy	
   Chewy	
   Pigloos	
  
                           Hay	
     Treats	
  Then I found out her boss asked
                                             for it this way to show to his boss.
                                             Grrrrrrr…                   @portentint
Of course, this isn’t really our problem, right? I
mean, we’re SEOs and PPC’ers and such. Our job
isn’t data presentation – it’s giving good advice
about rankings and ads and stuff.




                 WHY SHOULD, TOO
                 AND YOU
                         I CARE
WRONG. SO WRONG. We face a
few huge problems we can only fix if
we know how to present data in a
compelling way.




                 WHY SHOULD, TOO
                 AND YOU
                         I CARE
The problem right now is that we
approach data the same way we
approach food.




                     DATA = FOOD
If a little data’s good…




                           Data good!!!
…more’s better! So we pig out. We
create these awful spreadsheets and
charts, export dozens of pages from
analytics software and let our clients
and bosses stuff themselves. But they
don’t get any useful info from it.

                   More data better!!!
Whoa, hey now,
         let's not get
           personal.




So our clients with end up
fatter than Grizzlies, but with
no idea what to do next. The
data is totally overwhelming
and actionably worthless.
We need to serve our clients
little, well-prepared servings of
super-dense, useful
information. Not 32 Big Macs.




                                    I’ll lay off the food
                                    metaphor now.
YOUR CAREER ISN’T ABOUT BEING
                  RIGHT
     Because here’s the thing: Being right
     doesn’t get you paid. It doesn’t get you
     promoted. It doesn’t get you business.

     Being right is how you make sure you
     don’t screw your clients/bosses with
     bad information.
YOUR CAREER IS ABOUT BEING
                UNDERSTOOD
If you want the fact that you’re right to
matter – if you want to really succeed
in your career as a marketer – you
need to be understood. In our
business, that comes down to data,
and good presentation of that data.
IF YOU WANT PERSUASIVE

You have to be persuasive. But
that doesn’t mean the prettiest
graph, or the loudest argument,
or the best skills as a debater.
BE THE PERSON THEY
           ACTUALLY UNDERSTAND
You want to be persuasive? Be
the one person that your client
can actually understand. That’s
how you grow your career,
and become awesome.
HERE’S HOW YOU DO IT
               3 STRATEGIC TIPS

First off, three basic rules you
have to know.
LIZARD. APE. HUMAN.
Before you prepare your report,
repeat the phrase “Lizard, Ape,
Human”. It’ll help you remember
how people consume
information, and keep your report
focused.
According to Donald Norman, we
respond to information on three
levels: Visceral (fight or flight),
Behavioral (like or hate), and
Reflective (meaning).



                       VISCERAL
                       BEHAVIORAL
                       REFLECTIVE


             From The Design of Everyday Things,
             Donald Norman
it's true. I'm a
       visceral guy.




When you drop a report on my desk (I am a boss, after all), my first
reaction is visceral. It comes from my lizard brain, and it’s a very simple
yes/no response. A ‘yes’ means I’ll look long enough to form an opinion.
A ‘no’ means I’m probably going to do everything I can to ignore the
data you so lovingly prepared for me. Choice of color, layout, report
clutter and such can affect this response.
not as smart
  as humans?
   Whatever.


Then I’ll look a little more closely. This is closer to the ape-driven part of
my brain. It’s an emotional response, but not totally driven by a look at the
data. A well-designed bit of data graphics can make a huge difference
here, because the ape-brain isn’t quite as smart as the human-brain, but it’s
very nuanced. At this point, I’m looking for something to ponder.
does this mean
                I'm an apex
             predator? Sweet!




Now, finally, I hit the reflective response. The visceral and emotional
response shape the reflective one. If my first reaction was “ew” and my
second was “I can’t believe I paid for this,” my reflective response is
going to be “Who can I hire to replace you?”

If my visceral reaction was “huh!” and my behavioral was “I had no idea!”
my reflective response will be “I need to dig deeper! Get in here!”
WHAT. WHY. WHAT NOW?

Getting the right visceral response is about information design. I’ll talk
about that in minute. Getting the right behavioral and reflective response
is about answering the right questions:

What story does the data tell?
Why did that story happen?
What should we as a company do next, based on the what and why?
WHAT: SEO & PPC are on an upswing.



                              PPC	
                 SEO	
             E-­‐mail	
           Begging	
  
   May-­‐12	
          	
  $669.00	
  	
   	
  $643.00	
  	
   	
  $1,005.00	
  	
   	
  $767.00	
  	
  
    Jun-­‐12	
         	
  $850.00	
  	
   	
  $1,500.00	
  	
   	
  $647.00	
  	
   	
  $1,074.00	
  	
  
     Jul-­‐12	
   	
  $2,500.00	
  	
   	
  $2,340.00	
  	
   	
  $619.00	
  	
   	
  $687.00	
  	
  

               Understand that data isn’t a bunch of
               numbers. It’s a story – a narrative – of
               how your marketing, product and
               company are working. It’s up to you to
               dig out that story.
New landers launched July 1.
 SEO content strategy ongoing
 as of May 1.

                           PPC	
                 SEO	
             E-­‐mail	
           Begging	
  
May-­‐12	
          	
  $669.00	
  	
   	
  $643.00	
  	
   	
  $1,005.00	
  	
   	
  $767.00	
  	
  
 Jun-­‐12	
         	
  $850.00	
  	
   	
  $1,500.00	
  	
   	
  $647.00	
  	
   	
  $1,074.00	
  	
  
  Jul-­‐12	
   	
  $2,500.00	
  	
   	
  $2,340.00	
  	
   	
  $619.00	
  	
   	
  $687.00	
  	
  

            It’s not enough to just say “SEO and PPC are
            doing well!”

            You need to explain why. Otherwise, you’re no
            better than a Google Analytics report, and I
            don’t need to pay you.
Why?

                                         PPC	
  Conversion	
  rate	
  
6%	
  
                                       Landers go live June 1                                       5.00%	
  
5%	
  
         What explains the change? Look                                              4.00%	
  
4%	
     at the data. Think this through,
         thoroughly, before you even try
3%	
     to create a report or
         presentation. Do the research.
2%	
  
                        1.10%	
                        1.00%	
         1.00%	
  
1%	
                                    0.75%	
  
         0.40%	
  
0%	
  
         Jan-­‐12	
     Feb-­‐12	
      Mar-­‐12	
     Apr-­‐12	
     May-­‐12	
     Jun-­‐12	
     Jul-­‐12	
  
Next


Test more landers.

Continue SEO. There’s a lag.


      Then, be ready with next steps.
      These examples are over-
      simplified, obviously. But you get
      the idea. Because any boss/client
      will ask what to do next.
WHAT. WHY. NEXT.


Don’t forget: Answer these three
questions. Yes, this is a repeat
slide. It’s that important.
ESTABLISH CONTEXT

 The last strategic tip: Don’t
 present data in a vacuum.




                                 @portentint
SEO	
  &	
  PPC	
  performance	
  
	
  $1,400.00	
  	
  

	
  $1,200.00	
  	
  

	
  $1,000.00	
  	
  

   	
  $800.00	
  	
  
                                                                While this chart tells me SEO
   	
  $600.00	
  	
  
                                                                and PPC are improving, it doesn’t
   	
  $400.00	
  	
                                            tell me how they’re doing
                                                                compared to my other channels.
   	
  $200.00	
  	
                                            I read it and say ‘so what’?
            	
  $-­‐	
  	
  	
  	
  
                                       May-­‐12	
               Jun-­‐12	
        Jul-­‐12	
  
Sales	
  by	
  channel	
  
	
  $1,200.00	
  	
  
                                                              Ah HAH. Now I see the whole
                                                              equation. SEO’s out-performing
                                                              all other channels. This is data in
                                                              context. It helps me make a
                                                              smart decision.


                                                                                               May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                               Jun-­‐12	
  
                                                                                               Jul-­‐12	
  




            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
      SEO	
           E-­‐mail	
     Begging	
  
Lizard. Ape. Human.
What. Why. What next.
   Provide context.

  Three big strategic tips that’ll
  add depth to your reports.

  But you still have to get past that
  first, visceral assessment. And,
  you have to provide clarity when
  the reader looks more closely.
13 WAYS TO GIVE GREAT DATA


     Time to get tactical. Here are a
     bunch of little tips that’ll help
     make your reports more
     consumable.
1 DON’T MAKE THEM READ

   Pretend your brain is a computer.
   Every individual ‘chunk’ of
   information you have to process
   is a task. More tasks = more
   work. More work = grumpy boss.




                                       @portentint
PPC	
                 SEO	
             E-­‐mail	
           Begging	
  
May-­‐12	
          	
  $669.00	
  	
   	
  $643.00	
  	
   	
  $1,005.00	
  	
   	
  $767.00	
  	
  
 Jun-­‐12	
         	
  $850.00	
  	
   	
  $1,500.00	
  	
   	
  $647.00	
  	
   	
  $1,074.00	
  	
  
  Jul-­‐12	
   	
  $2,500.00	
  	
   	
  $2,340.00	
  	
   	
  $619.00	
  	
   	
  $687.00	
  	
  


                       Tabular data like this forces me
                       to perform at least 12, and as
                       many as 19, individual tasks, just
                       to get the story that PPC and
                       SEO are moving up.
A simple line chart requires at most 2 tasks. Phew. Much
     better. The moral? Don’t make me read. Reading was the last
     thing we learned to do. We’ve been looking for patterns,
     though, for hundreds of thousands of years. Our brains are
     better at it, and we can take in a pattern shown in an image in
     a few seconds.

     Visceral, ftw!

                                            SEO	
  &	
  PPC	
  performance	
  
	
  $1,400.00	
  	
  

	
  $1,200.00	
  	
  

	
  $1,000.00	
  	
  

   	
  $800.00	
  	
  

   	
  $600.00	
  	
  

   	
  $400.00	
  	
  

   	
  $200.00	
  	
  

            	
  $-­‐	
  	
  	
  	
  
                                       May-­‐12	
               Jun-­‐12	
       Jul-­‐12	
  
FOLLOW TUFTE’S LAWS

Above all else, show the data.
Maximize data-ink ratio.
Erase non-data ink.
Erase redundant data ink.
Revise and edit.

From The Visual Display of Quantitative Data,
by Edward Tufte
                   Next, a bunch of fantastic tips to
                   follow, from the top data
                   visualization guru on the planet,
                   Edward Tufte. Read his books! @portentint
2 ABOVE ALL ELSE, SHOW THE DATA
        His best, first rule: Show the
        damned data!!!!




                                         @portentint
Remember, my brain has to
                                           perform tasks. Every additional
                                           bit of junk on the page interferes
                                           with my ability to ‘see’ the data.




	
  $1,200.00	
  	
  

	
  $1,000.00	
  	
  

   	
  $800.00	
  	
  
                                                                                         May-­‐12	
  
   	
  $600.00	
  	
                                                                     Jun-­‐12	
  
                                                                                         Jul-­‐12	
  
   	
  $400.00	
  	
  

   	
  $200.00	
  	
  

            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
      SEO	
     E-­‐mail	
     Begging	
  
By simply deleting the weird
                                            vegetable icons, you’ll get one
                                            step closer to just showing the
                                            data. Nice.



	
  $1,200.00	
  	
  

	
  $1,000.00	
  	
  

   	
  $800.00	
  	
  
                                                                                         May-­‐12	
  
   	
  $600.00	
  	
                                                                     Jun-­‐12	
  
                                                                                         Jul-­‐12	
  
   	
  $400.00	
  	
  

   	
  $200.00	
  	
  

            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
      SEO	
     E-­‐mail	
     Begging	
  
One way to show the data first
     is to maximize the ratio of data
     to ink.




3 MAXIMIZE DATA-INK RATIO




                                        @portentint
All the ink used to show the 3D
                                             effects are a total waste. They in
                                             no way help me understand this
                                             data. In fact, they may get in the
                                             way, since the blue ‘May’ bars
                                             are partly hidden.


	
  $1,200.00	
  	
  

	
  $1,000.00	
  	
  

   	
  $800.00	
  	
  
                                                                                          May-­‐12	
  
   	
  $600.00	
  	
                                                                      Jun-­‐12	
  
                                                                                          Jul-­‐12	
  
   	
  $400.00	
  	
  

   	
  $200.00	
  	
  

            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
       SEO	
     E-­‐mail	
     Begging	
  
See how much better that is?
                                                 I’m using fewer pixels for
                                                 decoration, and more for data.


	
  $1,200.00	
  	
  


	
  $1,000.00	
  	
  


   	
  $800.00	
  	
  

                                                                                                 May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                                 Jun-­‐12	
  
                                                                                                 Jul-­‐12	
  
   	
  $400.00	
  	
  


   	
  $200.00	
  	
  


            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
             SEO	
      E-­‐mail	
     Begging	
  
Take another step by removing
   more non-data ink.




4 REMOVE NON-DATA INK




                                   @portentint
For example, the gridlines in this graph aren’t
                                       really helping. I can tell you that, as your boss,
                                       I’m not going to trace across them.
                                       Remember the story – you’re trying to show a
                                       trend, and relative performance. The grid isn’t
	
  $1,200.00	
  	
  
                                       helping with that.


	
  $1,000.00	
  	
  


   	
  $800.00	
  	
  

                                                                                                 May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                                 Jun-­‐12	
  
                                                                                                 Jul-­‐12	
  
   	
  $400.00	
  	
  


   	
  $200.00	
  	
  


            	
  $-­‐	
  	
  	
  	
  
                                          PPC	
        SEO	
        E-­‐mail	
     Begging	
  
Bye-bye, grid. Nice knowing you.




	
  $1,200.00	
  	
  


	
  $1,000.00	
  	
  


   	
  $800.00	
  	
  

                                                                                             May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                             Jun-­‐12	
  
                                                                                             Jul-­‐12	
  
   	
  $400.00	
  	
  


   	
  $200.00	
  	
  


            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
         SEO	
      E-­‐mail	
     Begging	
  
5 REMOVE REDUNDANT DATA INK
     Remove data ink (pixels, if you’re
     an onscreen person) that repeats
     the message, too. In this example:
     I don’t need to show the Y-axis
     values in $200 increments. Again,
     this is about trending. The small
     increments introduce a lot of
     redundant ink.


                                          @portentint
This tells the data’s story just as
                                             well, but my visceral reaction is a
                                             lot better now. My fevered little
                                             brain doesn’t have to perform as
                                             many tasks.
	
  $1,200.00	
  	
  




                                                                                                 May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                                 Jun-­‐12	
  
                                                                                                 Jul-­‐12	
  




            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
           SEO	
       E-­‐mail	
      Begging	
  
As a reminder, there is
                                           where we started.




	
  $1,200.00	
  	
  

	
  $1,000.00	
  	
  

   	
  $800.00	
  	
  
                                                                                         May-­‐12	
  
   	
  $600.00	
  	
                                                                     Jun-­‐12	
  
                                                                                         Jul-­‐12	
  
   	
  $400.00	
  	
  

   	
  $200.00	
  	
  

            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
      SEO	
     E-­‐mail	
     Begging	
  
This is the end result.
                                             Much better, yes?




	
  $1,200.00	
  	
  




                                                                                                    May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                                    Jun-­‐12	
  
                                                                                                    Jul-­‐12	
  




            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
           SEO	
           E-­‐mail	
     Begging	
  
Most important: Don’t treat your reports
and data graphics as fragile models. You
can tear them apart, revise them and
generally tweak them to make ‘em more
readable. Revise and edit!




       6 REVISE & EDIT




                                           @portentint
For example, I decided the grid was helpful after
                                       all, because it made it easier for folks to compare
                                       bars on the far-right of the chart. I didn’t want to
                                       add ink, so I added a white line across at the
                                       $600 increment. Revise and edit.
	
  $1,200.00	
  	
  




                                                                                              May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                              Jun-­‐12	
  
                                                                                              Jul-­‐12	
  




            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
         SEO	
       E-­‐mail	
     Begging	
  
FOLLOW TUFTE’S LAWS

Above all else, show the data.
Maximize data-ink ratio.
Erase non-data ink.
Erase redundant data ink.
Revise and edit.

From The Visual Display of Quantitative Data,
by Edward Tufte
         There’s no way I can do Tufte justice in a few
         slides. Read his stuff. Follow his 5 laws. Join the
         data nerds. It’s nice here. They have cookies.*
                                                     @portentint
*Not crappy cookies, like chocolate chip cookies
that turn out to be oatmeal raisin (shudder) or
those nasty, chocolate-free sugar cookies. We’re
talking cookies with honkin’ huge chocolate
chunks in them so large they make your cheeks
hurt. Data nerd-dom is a nice place.




                                                   @portentint
7 USE SMALL MULTIPLES

Small multiples help you break up complex
datasets and compare them. Tufte and a bunch
of other writers talk about them. I’m not sure who
came up with the idea. It wasn’t me, though.




                                                     @portentint
Sales	
  by	
  month	
  
	
  $1,200.00	
  	
  


	
  $1,000.00	
  	
  


   	
  $800.00	
  	
  
                                                                                                PPC	
  
   	
  $600.00	
  	
                                                                            SEO	
  
                                                                                                E-­‐mail	
  
   	
  $400.00	
  	
                      Take this example. It’s a little
                                                                                                Begging	
  
                                          confusing. Which line is which? I have
                                          to do a lot of work to interpret it.
   	
  $200.00	
  	
  


            	
  $-­‐	
  	
  	
  	
  
                                       May-­‐12	
           Jun-­‐12	
           Jul-­‐12	
  
Sales by channel
                                                        PPC	
                                                                                     SEO	
  
	
  $1,400.00	
  	
                                                                         	
  $1,400.00	
  	
  
	
  $1,200.00	
  	
                                                                         	
  $1,200.00	
  	
  
	
  $1,000.00	
  	
                                                                         	
  $1,000.00	
  	
  
   	
  $800.00	
  	
                                                                           	
  $800.00	
  	
  
   	
  $600.00	
  	
                                                                           	
  $600.00	
  	
  
   	
  $400.00	
  	
                                                                           	
  $400.00	
  	
  
   	
  $200.00	
  	
                                                                           	
  $200.00	
  	
  
            	
  $-­‐	
  	
  	
  	
                                                                      	
  $-­‐	
  	
  	
  	
  
                                       May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                                            May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  



                                                      E-­‐mail	
                                                                              Begging	
  
	
  $1,400.00	
  	
                                                                         	
  $1,400.00	
  	
  
	
  $1,200.00	
  	
                                                                         	
  $1,200.00	
  	
  
	
  $1,000.00	
  	
                                                                         	
  $1,000.00	
  	
  
   	
  $800.00	
  	
                                                                           	
  $800.00	
  	
  
   	
  $600.00	
  	
                                                                           	
  $600.00	
  	
  
   	
  $400.00	
  	
                                                                           	
  $400.00	
  	
  
   	
  $200.00	
  	
                                                                           	
  $200.00	
  	
  
            	
  $-­‐	
  	
  	
  	
                                                                      	
  $-­‐	
  	
  	
  	
  
                                       May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                                            May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  
                                                       Small multiples means breaking those
                                                       4 series into a grid of matching
                                                       graphs. Much easier to compare.
Sales by channel
                                          PPC	
                                                                       SEO	
  
	
  $1,050.00	
  	
                                                           	
  $1,250.00	
  	
  
	
  $1,000.00	
  	
                                                           	
  $1,150.00	
  	
  
   	
  $950.00	
  	
  
                                                                              	
  $1,050.00	
  	
  
   	
  $900.00	
  	
  
                                                                                 	
  $950.00	
  	
  
   	
  $850.00	
  	
  
   	
  $800.00	
  	
                                                             	
  $850.00	
  	
  

   	
  $750.00	
  	
                                                             	
  $750.00	
  	
  
                         May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                              May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  



                                        E-­‐mail	
                                                                Begging	
  
	
  $1,140.00	
  	
                                                           	
  $1,160.00	
  	
  

	
  $1,120.00	
  	
  
                                                                              	
  $1,150.00	
  	
  
	
  $1,100.00	
  	
  
                                                                              	
  $1,140.00	
  	
  
	
  $1,080.00	
  	
  
                                                                              	
  $1,130.00	
  	
  
	
  $1,060.00	
  	
  

	
  $1,040.00	
  	
                                                           	
  $1,120.00	
  	
  
                         May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                              May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  
                                         You can compress the y-axes if you
                                         want to, to emphasize change…
Sales by channel
                                          PPC	
                                                                       SEO	
  
	
  $1,350.00	
  	
                                                           	
  $1,350.00	
  	
  
	
  $1,250.00	
  	
                                                           	
  $1,250.00	
  	
  
	
  $1,150.00	
  	
                                                           	
  $1,150.00	
  	
  
	
  $1,050.00	
  	
                                                           	
  $1,050.00	
  	
  
   	
  $950.00	
  	
                                                             	
  $950.00	
  	
  
   	
  $850.00	
  	
                                                             	
  $850.00	
  	
  
   	
  $750.00	
  	
                                                             	
  $750.00	
  	
  
                         May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                              May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  



                                        E-­‐mail	
                                                                Begging	
  
	
  $1,350.00	
  	
                                                           	
  $1,350.00	
  	
  
	
  $1,250.00	
  	
                                                           	
  $1,250.00	
  	
  
	
  $1,150.00	
  	
                                                           	
  $1,150.00	
  	
  
	
  $1,050.00	
  	
                                                           	
  $1,050.00	
  	
  
   	
  $950.00	
  	
                                                             	
  $950.00	
  	
  
   	
  $850.00	
  	
                                                             	
  $850.00	
  	
  
   	
  $750.00	
  	
                                                             	
  $750.00	
  	
  
                         May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                              May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  
Sales by channel
                                          PPC	
                                                                       SEO	
  
	
  $1,350.00	
  	
                                                           	
  $1,350.00	
  	
  


	
  $1,150.00	
  	
                                                           	
  $1,150.00	
  	
  


   	
  $950.00	
  	
                                                             	
  $950.00	
  	
  


   	
  $750.00	
  	
                                                             	
  $750.00	
  	
  
                         May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                              May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  



                                        E-­‐mail	
                                                                Begging	
  
	
  $1,350.00	
  	
                                                           	
  $1,350.00	
  	
  


	
  $1,150.00	
  	
                                                           	
  $1,150.00	
  	
  


   	
  $950.00	
  	
                                                             	
  $950.00	
  	
  


   	
  $750.00	
  	
                                    But I recommend using the same range on every
                                                                           	
  $750.00	
  	
  
                         May-­‐12	
             Jun-­‐12	
  
                                                        graph. Here, I have each chart Jun-­‐12	
  
                                                              Jul-­‐12	
                       May-­‐12	
  
                                                                                                            starting Jul-­‐12	
  $750,
                                                                                                                      at
                                                        instead of 0, because it makes the changes more
                                                        obvious. But it’s still apples-to-apples.
BSG despair-o-meter
                                          Season	
  1	
                                             Season	
  2	
  


                     9	
          9	
                9	
                       9	
                             9	
           9	
  
                                                                                            8	
  
  Episode quality




                    1-­‐5	
     6-­‐10	
          11-­‐15	
     16-­‐20	
     1-­‐5	
     6-­‐10	
          11-­‐15	
     16-­‐20	
  

                                          Season	
  3	
                                             Season	
  4	
  

                    10	
  
                                  9	
                9	
  
                                                                   7	
         7	
  
                                                                                            6	
  
                                                                                                               4	
           2	
  
                    1-­‐5	
     6-­‐10	
          11-­‐15	
     16-­‐20	
     1-­‐5	
     6-­‐10	
          11-­‐15	
     16-­‐20	
  


A personal favorite: My Battlestar Galactica Despair-O-Meter compares
episode quality season by season. Small multiples fight the Cylon menace.
8 USE NATURAL COLORS


Anything you can do to tap our instinctive ability to respond
to stimuli makes data more digestible. That includes using
natural colors, instead of…




                                                        @portentint
…eye-gougingly bad colors.




                                                 Sales by channel
	
  $1,200.00	
  	
  




                                                                                             May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                             Jun-­‐12	
  
                                                                                             Jul-­‐12	
  




            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
         SEO	
      E-­‐mail	
     Begging	
  
Ah. Much better, yes?




	
  $1,200.00	
  	
  
                                                 Sales by channel




                                                                                               May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                               Jun-­‐12	
  
                                                                                               Jul-­‐12	
  




            	
  $-­‐	
  	
  	
  	
  
                                       PPC	
          SEO	
       E-­‐mail	
     Begging	
  
9 USE CONTRASTING
   NATURAL COLORS
Yes, but still a little hard to read,
because all the blues ran together. So,
try to use contrasting natural colors.




                                          @portentint
From Tim Beard
 http://portent.co/NHy5QD




Tim Beard has this great palette you can
use. It’s a whole set of natural colors.
This isn’t perfect, but it’s a lot easier to
                                       look at, and it’s easy to distinguish one
                                       series from another.

                                                  Sales by channel
	
  $1,200.00	
  	
  




                                                                                                May-­‐12	
  
   	
  $600.00	
  	
  
                                                                                                Jun-­‐12	
  
                                                                                                Jul-­‐12	
  




            	
  $-­‐	
  	
  	
  	
  
                                        PPC	
         SEO	
        E-­‐mail	
     Begging	
  
Pie charts suck. Seriously. I’ve never seen
a pie chart that couldn’t be improved by
using another type of chart.




10 SAY NO TO PIE CHARTS




                                              @portentint
How exactly am I supposed to
see the difference between,      Orders by channel
say, 4% and 8%? Do they
really look like they’re
separated by a factor of 2?
No. Pie charts tend to conceal
distinctions.
Orders by channel

70	
                                 Turn the same thing into a bar
                                     chart, and suddenly it’s a lot
60	
                                 easier to see the entire range
                                     of results.
50	
  

40	
  

30	
  

20	
  

10	
  

  0	
  
          SEO	
       PPC	
     E-­‐mail	
     Display	
     Direct	
  
11 USE CONSISTENT PROPORTIONS

     If you’re using small multiples, or
     even presenting several pages of
     charts, use the same proportions
     on all of them.




                                           @portentint
Sales by channel
                                            PPC	
                                                                         SEO	
  
	
  $1,350.00	
  	
                                                             	
  $1,350.00	
  	
  
	
  $1,150.00	
  	
                                                             	
  $1,150.00	
  	
  
     	
  $950.00	
  	
                                                               	
  $950.00	
  	
  
     	
  $750.00	
  	
                                                               	
  $750.00	
  	
  
                           May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                                May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  




                                          E-­‐mail	
                                                                  Begging	
  
	
  $1,350.00	
  	
                                                             	
  $1,350.00	
  	
  



	
  $1,150.00	
  	
                                                             	
  $1,150.00	
  	
  



   	
  $950.00	
  	
  
                                        Here, using different proportions
                                                                  	
  $950.00	
  	
  

                                        makes it look like the change over
   	
  $750.00	
  	
                    time for PPC and SEO$750.00	
  	
  
                                                                  	
   is about
                           May-­‐12	
  
                                        the same as Jul-­‐12	
  
                                            Jun-­‐12	
  
                                                         e-mail and begging. I        May-­‐12	
                               Jun-­‐12	
     Jul-­‐12	
  

                                        won’t look at the numbers, first. I’ll
                                        look at the lines. Be sure they tell
                                        an accurate story.
Sales by channel
                                          PPC	
                                                                       SEO	
  
	
  $1,350.00	
  	
                                                           	
  $1,350.00	
  	
  


	
  $1,150.00	
  	
                                                           	
  $1,150.00	
  	
  


   	
  $950.00	
  	
                                                             	
  $950.00	
  	
  


   	
  $750.00	
  	
                                                             	
  $750.00	
  	
  
                         May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                              May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  



                                        E-­‐mail	
                                                                Begging	
  
	
  $1,350.00	
  	
                                                           	
  $1,350.00	
  	
  


	
  $1,150.00	
  	
                                                           	
  $1,150.00	
  	
  


   	
  $950.00	
  	
                                                             	
  $950.00	
  	
  


   	
  $750.00	
  	
                                                             	
  $750.00	
  	
  
                         May-­‐12	
             Jun-­‐12	
     Jul-­‐12	
                              May-­‐12	
          Jun-­‐12	
     Jul-­‐12	
  



                                                     See the difference?
12 GO 45 DEGREES

Stephen Few talks about
trending data in his book, Now
You See It. A lot of people ask
him what the best size/shape is
for a line graph.




                                  @portentint
Sales	
  
	
  $450,000	
  	
  
	
  $400,000	
  	
  
	
  $350,000	
  	
  
	
  $300,000	
  	
  
	
  $250,000	
  	
  
	
  $200,000	
  	
  
	
  $150,000	
  	
  
	
  $100,000	
  	
  
                                                                 His answer: Don’t worry about
  	
  $50,000	
  	
  
                                                                 the size. Instead, set the
             	
  $-­‐	
  	
                                      proportions so the average slope
                                Jan-­‐11	
   Feb-­‐11	
   Mar-­‐11	
   45 degrees. That tends to be Aug-­‐11	
   Sep-­‐11	
  
                                                                 is Apr-­‐11	
   May-­‐11	
   Jun-­‐11	
   Jul-­‐11	
  
                                                                 easiest to read.
13 SHOW TRENDS

Remember, above all, show the
data! That includes trends.




                                @portentint
Sales	
  
	
  $450,000	
  	
  
	
  $400,000	
  	
  
	
  $350,000	
  	
  
	
  $300,000	
  	
  
	
  $250,000	
  	
  
	
  $200,000	
  	
  
	
  $150,000	
  	
  
                                                      It’s not easy to see this is an
	
  $100,000	
  	
                                    upward trend.
  	
  $50,000	
  	
  
             	
  $-­‐	
  	
  
                                Jan-­‐11	
   Feb-­‐11	
   Mar-­‐11	
   Apr-­‐11	
   May-­‐11	
   Jun-­‐11	
     Jul-­‐11	
   Aug-­‐11	
   Sep-­‐11	
  
Sales	
  
	
  $450,000	
  	
  
	
  $400,000	
  	
  
	
  $350,000	
  	
  
	
  $300,000	
  	
  
	
  $250,000	
  	
  
	
  $200,000	
  	
  
	
  $150,000	
  	
  
                                                      Add a trendline. Now I can see
	
  $100,000	
  	
                                    the trend in a second.
  	
  $50,000	
  	
  
             	
  $-­‐	
  	
  
                                Jan-­‐11	
   Feb-­‐11	
   Mar-­‐11	
   Apr-­‐11	
   May-­‐11	
   Jun-­‐11	
     Jul-­‐11	
   Aug-­‐11	
   Sep-­‐11	
  
DON’T BE THESE GUYS



  There are the tactics. Now, a
  couple of examples of what can
  happen when you ignore the
  tactics and the strategy of great
  data visualization, and just crank
  out one crappy report after
  another.
No clear story. No what, when,
what’s next. Huge amounts of
non-data ink and just visual trash.
This is actually so bad that it
looks equally informative
backwards…
And even upside-down. If your
report looks just as useful(less)
upside-down, start again.
Total Clicks Compared to Total Monthly Spending
            $7,000.00                                                                                                                                                                                  6,000

            $6,000.00                                                                                                                                                                                  5,000
            $5,000.00
                                                                                                                                                                                                       4,000

Spending
            $4,000.00




                                                                                                                                                                                                               Clicks
                                                                                                                                                                                                       3,000
            $3,000.00
                                                                                                                                                                                                       2,000
            $2,000.00

            $1,000.00                                                                                                                                                                                  1,000
                                                                                                                     If I just pull out two graphs, I
                  $-                                                                                                                      0
                        Dec-10
                                                                                                                     think there’s a story. The story of
                                   Jan-11



                                                 Feb-11



                                                             Mar-11



                                                                             Apr-11



                                                                                          May-11



                                                                                                       Jun-11



                                                                                                                     Jul-11



                                                                                                                                   Aug-11



                                                                                                                                                 Sep-11



                                                                                                                                                                   Oct-11



                                                                                                                                                                                     Nov-11
                                                                                                                     a very bored analyst, playing
                                                                              Historical Average
                                                                                                                     with shading filters in Excel.
                                                                                                                          Clicks




                                               Conversions Compared to Total Monthly Spending
            $7,000.00                                                                                                                                                                                    18

            $6,000.00                                                                                                                                                                                    16
                                                                                                                                                                                                         14
            $5,000.00
                                                                                                                                                                                                         12




                                                                                                                                                                                                               Conversions
 Spending




            $4,000.00                                                                                                                                                                                    10
            $3,000.00                                                                                                                                                                                    8
                                                                                                                                                                                                         6
            $2,000.00
                                                                                                                                                                                                         4
            $1,000.00                                                                                                                                                                                    2
                  $-                                                                                                                                                                                     0
                          Dec-10



                                      Jan-11



                                                    Feb-11



                                                                 Mar-11



                                                                                 Apr-11



                                                                                              May-11



                                                                                                            Jun-11



                                                                                                                          Jul-11



                                                                                                                                        Aug-11



                                                                                                                                                          Sep-11



                                                                                                                                                                            Oct-11



                                                                                                                                                                                              Nov-11
                                                                          Spending                              Conversions
OR
20                                            Conversions

                 15

                 10

                  5

                  0
Take 2 minutes to remove non-
                      Dec-10

                               Feb-11

                                        Apr-11

                                                 Jun-11

                                                          Aug-11

                                                                   Oct-11
data ink, apply small multiples
and such, and suddenly there’s a
bit more information.
             $8,000
                                                                    Spend

             $6,000

             $4,000

             $2,000

                 $-
                      Dec-10

                               Feb-11

                                        Apr-11

                                                 Jun-11

                                                          Aug-11

                                                                   Oct-11
20                                            Conversions

                  15

                  10

                   5

                   0
                       Dec-10

                                Feb-11

                                         Apr-11

                                                  Jun-11

                                                           Aug-11

                                                                    Oct-11
The data isn’t bad. The
presentation was awful.

              $8,000
                                                                     Spend

              $6,000

              $4,000

              $2,000

                  $-
                       Dec-10

                                Feb-11

                                         Apr-11

                                                  Jun-11

                                                           Aug-11

                                                                    Oct-11
DON’T BE THESE GUYS

 Sometimes, though, the data is
 bad, too. Take this last example.
Monthly	
  PPC	
  visitors	
  
                         1,200	
  




                         1,000	
  




                           800	
  
Unique	
  Visitors	
  




                           600	
  




                           400	
  




                           200	
                         This report is supposed to show my
                                                         PPC campaign performance. But it
                               0	
  
                                                         only shows me clicks!!! I don’t care
                                       Jan	
     Feb	
  
                                                         about clicks!!! IMay	
  
                                                            March	
   April	
  
                                                                                  wantJune	
   know what
                                                                                           to July	
      Aug	
            Sep	
     Oct	
     Nov	
     Dec	
  
                            2008	
     319	
     405	
       667	
    926	
     1,121	
   913	
   817	
   520	
            433	
     331	
     267	
     204	
  
                            2009	
     239	
             those clicks cost and earn. This 722	
   a
                                                             780	
    992	
     1,073	
   889	
   862	
    is              567	
     199	
     133	
      86	
  
                            2010	
     253	
     397	
   100% useless crap graphic.
                                                             618	
    741	
      573	
    456	
   463	
   402	
            370	
     333	
     192	
     153	
  
                            2011	
     217	
     322	
     511	
     640	
         931	
     793	
     603	
     526	
     390	
     357	
     250	
     262	
  
                            2012	
     339	
     405	
     581	
  
AN OBLIGATION

I hope you find this helpful. My point,
again: Your job is as much explainer as
expert. Learn to find and tell the story
in the data, and learn to do it well. It’ll
put you head-and-shoulders above
your competition.
AN OBLIGATION

And, to me, there’s an ethical
obligation for us as experts. It’s our job
to provide good, actionable advice.
Not ‘good’ and ‘actionable’ from our
own perspective, but from our clients’.
AN OBLIGATION

The businesses of the people you
work for depend on that. Take it
seriously.

Plus: Cookies. We have them.

Data nerds, unite.
@PORTENTINT
IAN@PORTENT.COM

PORTENT.CO/SESDATA



Note: Excel was only tool used to
create the charts & graphs in this
presentation. You don’t need fancy
stuff.

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Data that persuades: Annotated - from SES SF 2012

  • 1. Data that persuades How to prove your point Ian  Lurie   CEO,  Portent   This is the ‘narrated’ version of my presentation from SES San Francisco, 2012. You’ll see explanations in little black boxes like this one. San  Francisco|  August  13–17  
  • 2. If you have questions after you read this, shoot ‘em to me on Twitter. I’m happy to answer. ME: @PORTENTINT
  • 3. Also, I’ve put links to books, examples, etc. on a bit.ly link bundle at this link. portent.co/sesdata Yes, like this, no ‘m’.
  • 4. I’m not a fan of bullets. They give slides a bad name. So I’ve banned them from this presentation. This presentation is certified 100% bullet-free.
  • 5. I came up with the idea for this presentation after receiving a graph that looked like this: 7000   6000   5000   4000   Jun-­‐12   3000   Jul-­‐12   2000   Aug-­‐12   1000   0   Alfalfa   Timothy   Chewy   Pigloos   Hay   Treats   @portentint
  • 6. Why the @#$! would you do this? 7000   6000   5000   4000   Jun-­‐12   3000   Jul-­‐12   2000   Aug-­‐12   1000   0   I couldn’t figure out why people would do this to innocent, Timothy   Chewy   Alfalfa   Pigloos   helpless data. This graph is Hay   Treats   awful. @portentint
  • 7. Why the @#$! would you do this? 7000   6000   5000   4000   Jun-­‐12   3000   Jul-­‐12   2000   Aug-­‐12   1000   0   Even worse, it was created by a Alfalfa   Timothy   Chewy   Pigloos   marketing ‘professional’ to give to Hay   Treats   her boss (I changed the products to protect the innocent) @portentint
  • 8. Why the @#$! would you do this? 7000   6000   5000   4000   Jun-­‐12   3000   Jul-­‐12   2000   Aug-­‐12   1000   0   Alfalfa   Timothy   Chewy   Pigloos   Would you take this seriously? Can Hay   Treats  even figure out what the story you is behind this data? @portentint
  • 9. Why the @#$! would you do this? 7000   6000   5000   4000   Jun-­‐12   3000   Jul-­‐12   2000   Aug-­‐12   1000   0   Alfalfa   Timothy   Chewy   Pigloos   Hay   Treats  Then I found out her boss asked for it this way to show to his boss. Grrrrrrr… @portentint
  • 10. Of course, this isn’t really our problem, right? I mean, we’re SEOs and PPC’ers and such. Our job isn’t data presentation – it’s giving good advice about rankings and ads and stuff. WHY SHOULD, TOO AND YOU I CARE
  • 11. WRONG. SO WRONG. We face a few huge problems we can only fix if we know how to present data in a compelling way. WHY SHOULD, TOO AND YOU I CARE
  • 12. The problem right now is that we approach data the same way we approach food. DATA = FOOD
  • 13. If a little data’s good… Data good!!!
  • 14. …more’s better! So we pig out. We create these awful spreadsheets and charts, export dozens of pages from analytics software and let our clients and bosses stuff themselves. But they don’t get any useful info from it. More data better!!!
  • 15. Whoa, hey now, let's not get personal. So our clients with end up fatter than Grizzlies, but with no idea what to do next. The data is totally overwhelming and actionably worthless.
  • 16. We need to serve our clients little, well-prepared servings of super-dense, useful information. Not 32 Big Macs. I’ll lay off the food metaphor now.
  • 17. YOUR CAREER ISN’T ABOUT BEING RIGHT Because here’s the thing: Being right doesn’t get you paid. It doesn’t get you promoted. It doesn’t get you business. Being right is how you make sure you don’t screw your clients/bosses with bad information.
  • 18. YOUR CAREER IS ABOUT BEING UNDERSTOOD If you want the fact that you’re right to matter – if you want to really succeed in your career as a marketer – you need to be understood. In our business, that comes down to data, and good presentation of that data.
  • 19. IF YOU WANT PERSUASIVE You have to be persuasive. But that doesn’t mean the prettiest graph, or the loudest argument, or the best skills as a debater.
  • 20. BE THE PERSON THEY ACTUALLY UNDERSTAND You want to be persuasive? Be the one person that your client can actually understand. That’s how you grow your career, and become awesome.
  • 21. HERE’S HOW YOU DO IT 3 STRATEGIC TIPS First off, three basic rules you have to know.
  • 22. LIZARD. APE. HUMAN. Before you prepare your report, repeat the phrase “Lizard, Ape, Human”. It’ll help you remember how people consume information, and keep your report focused.
  • 23. According to Donald Norman, we respond to information on three levels: Visceral (fight or flight), Behavioral (like or hate), and Reflective (meaning). VISCERAL BEHAVIORAL REFLECTIVE From The Design of Everyday Things, Donald Norman
  • 24. it's true. I'm a visceral guy. When you drop a report on my desk (I am a boss, after all), my first reaction is visceral. It comes from my lizard brain, and it’s a very simple yes/no response. A ‘yes’ means I’ll look long enough to form an opinion. A ‘no’ means I’m probably going to do everything I can to ignore the data you so lovingly prepared for me. Choice of color, layout, report clutter and such can affect this response.
  • 25. not as smart as humans? Whatever. Then I’ll look a little more closely. This is closer to the ape-driven part of my brain. It’s an emotional response, but not totally driven by a look at the data. A well-designed bit of data graphics can make a huge difference here, because the ape-brain isn’t quite as smart as the human-brain, but it’s very nuanced. At this point, I’m looking for something to ponder.
  • 26. does this mean I'm an apex predator? Sweet! Now, finally, I hit the reflective response. The visceral and emotional response shape the reflective one. If my first reaction was “ew” and my second was “I can’t believe I paid for this,” my reflective response is going to be “Who can I hire to replace you?” If my visceral reaction was “huh!” and my behavioral was “I had no idea!” my reflective response will be “I need to dig deeper! Get in here!”
  • 27. WHAT. WHY. WHAT NOW? Getting the right visceral response is about information design. I’ll talk about that in minute. Getting the right behavioral and reflective response is about answering the right questions: What story does the data tell? Why did that story happen? What should we as a company do next, based on the what and why?
  • 28. WHAT: SEO & PPC are on an upswing. PPC   SEO   E-­‐mail   Begging   May-­‐12    $669.00      $643.00      $1,005.00      $767.00     Jun-­‐12    $850.00      $1,500.00      $647.00      $1,074.00     Jul-­‐12    $2,500.00      $2,340.00      $619.00      $687.00     Understand that data isn’t a bunch of numbers. It’s a story – a narrative – of how your marketing, product and company are working. It’s up to you to dig out that story.
  • 29. New landers launched July 1. SEO content strategy ongoing as of May 1. PPC   SEO   E-­‐mail   Begging   May-­‐12    $669.00      $643.00      $1,005.00      $767.00     Jun-­‐12    $850.00      $1,500.00      $647.00      $1,074.00     Jul-­‐12    $2,500.00      $2,340.00      $619.00      $687.00     It’s not enough to just say “SEO and PPC are doing well!” You need to explain why. Otherwise, you’re no better than a Google Analytics report, and I don’t need to pay you.
  • 30. Why? PPC  Conversion  rate   6%   Landers go live June 1 5.00%   5%   What explains the change? Look 4.00%   4%   at the data. Think this through, thoroughly, before you even try 3%   to create a report or presentation. Do the research. 2%   1.10%   1.00%   1.00%   1%   0.75%   0.40%   0%   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  • 31. Next Test more landers. Continue SEO. There’s a lag. Then, be ready with next steps. These examples are over- simplified, obviously. But you get the idea. Because any boss/client will ask what to do next.
  • 32. WHAT. WHY. NEXT. Don’t forget: Answer these three questions. Yes, this is a repeat slide. It’s that important.
  • 33. ESTABLISH CONTEXT The last strategic tip: Don’t present data in a vacuum. @portentint
  • 34. SEO  &  PPC  performance    $1,400.00      $1,200.00      $1,000.00      $800.00     While this chart tells me SEO  $600.00     and PPC are improving, it doesn’t  $400.00     tell me how they’re doing compared to my other channels.  $200.00     I read it and say ‘so what’?  $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12  
  • 35. Sales  by  channel    $1,200.00     Ah HAH. Now I see the whole equation. SEO’s out-performing all other channels. This is data in context. It helps me make a smart decision. May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 36. Lizard. Ape. Human. What. Why. What next. Provide context. Three big strategic tips that’ll add depth to your reports. But you still have to get past that first, visceral assessment. And, you have to provide clarity when the reader looks more closely.
  • 37. 13 WAYS TO GIVE GREAT DATA Time to get tactical. Here are a bunch of little tips that’ll help make your reports more consumable.
  • 38. 1 DON’T MAKE THEM READ Pretend your brain is a computer. Every individual ‘chunk’ of information you have to process is a task. More tasks = more work. More work = grumpy boss. @portentint
  • 39. PPC   SEO   E-­‐mail   Begging   May-­‐12    $669.00      $643.00      $1,005.00      $767.00     Jun-­‐12    $850.00      $1,500.00      $647.00      $1,074.00     Jul-­‐12    $2,500.00      $2,340.00      $619.00      $687.00     Tabular data like this forces me to perform at least 12, and as many as 19, individual tasks, just to get the story that PPC and SEO are moving up.
  • 40. A simple line chart requires at most 2 tasks. Phew. Much better. The moral? Don’t make me read. Reading was the last thing we learned to do. We’ve been looking for patterns, though, for hundreds of thousands of years. Our brains are better at it, and we can take in a pattern shown in an image in a few seconds. Visceral, ftw! SEO  &  PPC  performance    $1,400.00      $1,200.00      $1,000.00      $800.00      $600.00      $400.00      $200.00      $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12  
  • 41. FOLLOW TUFTE’S LAWS Above all else, show the data. Maximize data-ink ratio. Erase non-data ink. Erase redundant data ink. Revise and edit. From The Visual Display of Quantitative Data, by Edward Tufte Next, a bunch of fantastic tips to follow, from the top data visualization guru on the planet, Edward Tufte. Read his books! @portentint
  • 42. 2 ABOVE ALL ELSE, SHOW THE DATA His best, first rule: Show the damned data!!!! @portentint
  • 43. Remember, my brain has to perform tasks. Every additional bit of junk on the page interferes with my ability to ‘see’ the data.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 44. By simply deleting the weird vegetable icons, you’ll get one step closer to just showing the data. Nice.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 45. One way to show the data first is to maximize the ratio of data to ink. 3 MAXIMIZE DATA-INK RATIO @portentint
  • 46. All the ink used to show the 3D effects are a total waste. They in no way help me understand this data. In fact, they may get in the way, since the blue ‘May’ bars are partly hidden.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 47. See how much better that is? I’m using fewer pixels for decoration, and more for data.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 48. Take another step by removing more non-data ink. 4 REMOVE NON-DATA INK @portentint
  • 49. For example, the gridlines in this graph aren’t really helping. I can tell you that, as your boss, I’m not going to trace across them. Remember the story – you’re trying to show a trend, and relative performance. The grid isn’t  $1,200.00     helping with that.  $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 50. Bye-bye, grid. Nice knowing you.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 51. 5 REMOVE REDUNDANT DATA INK Remove data ink (pixels, if you’re an onscreen person) that repeats the message, too. In this example: I don’t need to show the Y-axis values in $200 increments. Again, this is about trending. The small increments introduce a lot of redundant ink. @portentint
  • 52. This tells the data’s story just as well, but my visceral reaction is a lot better now. My fevered little brain doesn’t have to perform as many tasks.  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 53. As a reminder, there is where we started.  $1,200.00      $1,000.00      $800.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $400.00      $200.00      $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 54. This is the end result. Much better, yes?  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 55. Most important: Don’t treat your reports and data graphics as fragile models. You can tear them apart, revise them and generally tweak them to make ‘em more readable. Revise and edit! 6 REVISE & EDIT @portentint
  • 56. For example, I decided the grid was helpful after all, because it made it easier for folks to compare bars on the far-right of the chart. I didn’t want to add ink, so I added a white line across at the $600 increment. Revise and edit.  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 57. FOLLOW TUFTE’S LAWS Above all else, show the data. Maximize data-ink ratio. Erase non-data ink. Erase redundant data ink. Revise and edit. From The Visual Display of Quantitative Data, by Edward Tufte There’s no way I can do Tufte justice in a few slides. Read his stuff. Follow his 5 laws. Join the data nerds. It’s nice here. They have cookies.* @portentint
  • 58. *Not crappy cookies, like chocolate chip cookies that turn out to be oatmeal raisin (shudder) or those nasty, chocolate-free sugar cookies. We’re talking cookies with honkin’ huge chocolate chunks in them so large they make your cheeks hurt. Data nerd-dom is a nice place. @portentint
  • 59. 7 USE SMALL MULTIPLES Small multiples help you break up complex datasets and compare them. Tufte and a bunch of other writers talk about them. I’m not sure who came up with the idea. It wasn’t me, though. @portentint
  • 60. Sales  by  month    $1,200.00      $1,000.00      $800.00     PPC    $600.00     SEO   E-­‐mail    $400.00     Take this example. It’s a little Begging   confusing. Which line is which? I have to do a lot of work to interpret it.  $200.00      $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12  
  • 61. Sales by channel PPC   SEO    $1,400.00      $1,400.00      $1,200.00      $1,200.00      $1,000.00      $1,000.00      $800.00      $800.00      $600.00      $600.00      $400.00      $400.00      $200.00      $200.00      $-­‐          $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,400.00      $1,400.00      $1,200.00      $1,200.00      $1,000.00      $1,000.00      $800.00      $800.00      $600.00      $600.00      $400.00      $400.00      $200.00      $200.00      $-­‐          $-­‐         May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Small multiples means breaking those 4 series into a grid of matching graphs. Much easier to compare.
  • 62. Sales by channel PPC   SEO    $1,050.00      $1,250.00      $1,000.00      $1,150.00      $950.00      $1,050.00      $900.00      $950.00      $850.00      $800.00      $850.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,140.00      $1,160.00      $1,120.00      $1,150.00      $1,100.00      $1,140.00      $1,080.00      $1,130.00      $1,060.00      $1,040.00      $1,120.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   You can compress the y-axes if you want to, to emphasize change…
  • 63. Sales by channel PPC   SEO    $1,350.00      $1,350.00      $1,250.00      $1,250.00      $1,150.00      $1,150.00      $1,050.00      $1,050.00      $950.00      $950.00      $850.00      $850.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,350.00      $1,350.00      $1,250.00      $1,250.00      $1,150.00      $1,150.00      $1,050.00      $1,050.00      $950.00      $950.00      $850.00      $850.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12  
  • 64. Sales by channel PPC   SEO    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00     But I recommend using the same range on every  $750.00     May-­‐12   Jun-­‐12   graph. Here, I have each chart Jun-­‐12   Jul-­‐12   May-­‐12   starting Jul-­‐12  $750, at instead of 0, because it makes the changes more obvious. But it’s still apples-to-apples.
  • 65. BSG despair-o-meter Season  1   Season  2   9   9   9   9   9   9   8   Episode quality 1-­‐5   6-­‐10   11-­‐15   16-­‐20   1-­‐5   6-­‐10   11-­‐15   16-­‐20   Season  3   Season  4   10   9   9   7   7   6   4   2   1-­‐5   6-­‐10   11-­‐15   16-­‐20   1-­‐5   6-­‐10   11-­‐15   16-­‐20   A personal favorite: My Battlestar Galactica Despair-O-Meter compares episode quality season by season. Small multiples fight the Cylon menace.
  • 66. 8 USE NATURAL COLORS Anything you can do to tap our instinctive ability to respond to stimuli makes data more digestible. That includes using natural colors, instead of… @portentint
  • 67. …eye-gougingly bad colors. Sales by channel  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 68. Ah. Much better, yes?  $1,200.00     Sales by channel May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 69. 9 USE CONTRASTING NATURAL COLORS Yes, but still a little hard to read, because all the blues ran together. So, try to use contrasting natural colors. @portentint
  • 70. From Tim Beard http://portent.co/NHy5QD Tim Beard has this great palette you can use. It’s a whole set of natural colors.
  • 71. This isn’t perfect, but it’s a lot easier to look at, and it’s easy to distinguish one series from another. Sales by channel  $1,200.00     May-­‐12    $600.00     Jun-­‐12   Jul-­‐12    $-­‐         PPC   SEO   E-­‐mail   Begging  
  • 72. Pie charts suck. Seriously. I’ve never seen a pie chart that couldn’t be improved by using another type of chart. 10 SAY NO TO PIE CHARTS @portentint
  • 73. How exactly am I supposed to see the difference between, Orders by channel say, 4% and 8%? Do they really look like they’re separated by a factor of 2? No. Pie charts tend to conceal distinctions.
  • 74. Orders by channel 70   Turn the same thing into a bar chart, and suddenly it’s a lot 60   easier to see the entire range of results. 50   40   30   20   10   0   SEO   PPC   E-­‐mail   Display   Direct  
  • 75. 11 USE CONSISTENT PROPORTIONS If you’re using small multiples, or even presenting several pages of charts, use the same proportions on all of them. @portentint
  • 76. Sales by channel PPC   SEO    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00     Here, using different proportions  $950.00     makes it look like the change over  $750.00     time for PPC and SEO$750.00       is about May-­‐12   the same as Jul-­‐12   Jun-­‐12   e-mail and begging. I May-­‐12   Jun-­‐12   Jul-­‐12   won’t look at the numbers, first. I’ll look at the lines. Be sure they tell an accurate story.
  • 77. Sales by channel PPC   SEO    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail   Begging    $1,350.00      $1,350.00      $1,150.00      $1,150.00      $950.00      $950.00      $750.00      $750.00     May-­‐12   Jun-­‐12   Jul-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   See the difference?
  • 78. 12 GO 45 DEGREES Stephen Few talks about trending data in his book, Now You See It. A lot of people ask him what the best size/shape is for a line graph. @portentint
  • 79. Sales    $450,000      $400,000      $350,000      $300,000      $250,000      $200,000      $150,000      $100,000     His answer: Don’t worry about  $50,000     the size. Instead, set the  $-­‐     proportions so the average slope Jan-­‐11   Feb-­‐11   Mar-­‐11   45 degrees. That tends to be Aug-­‐11   Sep-­‐11   is Apr-­‐11   May-­‐11   Jun-­‐11   Jul-­‐11   easiest to read.
  • 80. 13 SHOW TRENDS Remember, above all, show the data! That includes trends. @portentint
  • 81. Sales    $450,000      $400,000      $350,000      $300,000      $250,000      $200,000      $150,000     It’s not easy to see this is an  $100,000     upward trend.  $50,000      $-­‐     Jan-­‐11   Feb-­‐11   Mar-­‐11   Apr-­‐11   May-­‐11   Jun-­‐11   Jul-­‐11   Aug-­‐11   Sep-­‐11  
  • 82. Sales    $450,000      $400,000      $350,000      $300,000      $250,000      $200,000      $150,000     Add a trendline. Now I can see  $100,000     the trend in a second.  $50,000      $-­‐     Jan-­‐11   Feb-­‐11   Mar-­‐11   Apr-­‐11   May-­‐11   Jun-­‐11   Jul-­‐11   Aug-­‐11   Sep-­‐11  
  • 83. DON’T BE THESE GUYS There are the tactics. Now, a couple of examples of what can happen when you ignore the tactics and the strategy of great data visualization, and just crank out one crappy report after another.
  • 84. No clear story. No what, when, what’s next. Huge amounts of non-data ink and just visual trash.
  • 85. This is actually so bad that it looks equally informative backwards…
  • 86. And even upside-down. If your report looks just as useful(less) upside-down, start again.
  • 87. Total Clicks Compared to Total Monthly Spending $7,000.00 6,000 $6,000.00 5,000 $5,000.00 4,000 Spending $4,000.00 Clicks 3,000 $3,000.00 2,000 $2,000.00 $1,000.00 1,000 If I just pull out two graphs, I $- 0 Dec-10 think there’s a story. The story of Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 a very bored analyst, playing Historical Average with shading filters in Excel. Clicks Conversions Compared to Total Monthly Spending $7,000.00 18 $6,000.00 16 14 $5,000.00 12 Conversions Spending $4,000.00 10 $3,000.00 8 6 $2,000.00 4 $1,000.00 2 $- 0 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Spending Conversions
  • 88. OR
  • 89. 20 Conversions 15 10 5 0 Take 2 minutes to remove non- Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 data ink, apply small multiples and such, and suddenly there’s a bit more information. $8,000 Spend $6,000 $4,000 $2,000 $- Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11
  • 90. 20 Conversions 15 10 5 0 Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 The data isn’t bad. The presentation was awful. $8,000 Spend $6,000 $4,000 $2,000 $- Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11
  • 91. DON’T BE THESE GUYS Sometimes, though, the data is bad, too. Take this last example.
  • 92. Monthly  PPC  visitors   1,200   1,000   800   Unique  Visitors   600   400   200   This report is supposed to show my PPC campaign performance. But it 0   only shows me clicks!!! I don’t care Jan   Feb   about clicks!!! IMay   March   April   wantJune   know what to July   Aug   Sep   Oct   Nov   Dec   2008   319   405   667   926   1,121   913   817   520   433   331   267   204   2009   239   those clicks cost and earn. This 722   a 780   992   1,073   889   862   is 567   199   133   86   2010   253   397   100% useless crap graphic. 618   741   573   456   463   402   370   333   192   153   2011   217   322   511   640   931   793   603   526   390   357   250   262   2012   339   405   581  
  • 93. AN OBLIGATION I hope you find this helpful. My point, again: Your job is as much explainer as expert. Learn to find and tell the story in the data, and learn to do it well. It’ll put you head-and-shoulders above your competition.
  • 94. AN OBLIGATION And, to me, there’s an ethical obligation for us as experts. It’s our job to provide good, actionable advice. Not ‘good’ and ‘actionable’ from our own perspective, but from our clients’.
  • 95. AN OBLIGATION The businesses of the people you work for depend on that. Take it seriously. Plus: Cookies. We have them. Data nerds, unite.
  • 96. @PORTENTINT IAN@PORTENT.COM PORTENT.CO/SESDATA Note: Excel was only tool used to create the charts & graphs in this presentation. You don’t need fancy stuff.