13. HEY THERE!
I DON’T CARE ABOUT WHAT YOU DO ALL DAY.
show me how to move my business
forward
in a way I understand quickly and easily
and in a way that makes me want to act.
14. a well-told data story...
INSPIRES
action
INFORMS
business
decisions
SPARKS
new ideas
ANSWERS
their burning
questions
20. Credit: Flickr / David Kingham
define: pi·ka1
ˈpīkə;/
a small, cold-climate rodent
with short limbs and
spherical body that
sometimes eats dead birds
21. Credit: Psychology Today.
define: pi·ca1
ˈpīkə/
an appetite for substances that
are largely non-nutritive, such
as soil, paint, clay, metal, chalk,
glass, or sand
22. THIS SESSION IS FOR YOU
if you collect,
analyze, and
present data..
if you receive,
consume, make
decisions with
data..
32. Q:
We want to know how our marketing
channels are performing.
Looking at how well they convert
might be a good place to start.
Hmm...what campaign channels have
the highest conversions?
keyword
keyword
33. A:
a comparison of campaign marketing
channels by conversion volume
= horizontal categorical bar chart
40. A SIMPLE INSIGHT JOURNEY
1. what happened? did what happen surprise you?
2. why do we think it happened?
3. what should we do about it?
4. who should do it, and by when?
5. what is the possible cost of not taking action?
76. DATA STORY POINT SCRIPT:
1. what happened?
2. why do we think it happened?
3. what should we do about it?
4. who should do it, and by when?
5. what is the possible cost of not taking action?
80. WE HAVE TWO THEORIES:
1. Email Click-to-Open Rate
(57%) is well above
target, but Open Rate
(3%) is falling below
target.
2. Paid search conversion
rate declined by 12% in
Q3.
Open RateClick-to-Open Rate
57%
3%
81. THE SOLUTION? WE RECOMMEND...
If we do nothing, we could be leaving
an additional 5% conversion volume
on the table.
1. Review least efficient areas of paid search campaign to
identify areas of improvement – Business Intelligence, 3
weeks
2. Further analyze email campaigns for the last 6 months to
identify most effective creative – Marketing, 2 weeks
3. Evaluate current email platform for testing capabilities –
CMO, 6 Months