1.
Next Speaker:
LEA
PICA (USA)
More impact with
your insights
Next Speaker:

2.
A Prescription for Healthy, Actionable Data Storytelling
THE PICA PROTOCOL™
// PRESENTED BY:
Lea Pica, LeaPica.com
CONVERSION HOTEL 2018
#CH2018

3.
question: what makes a
GREAT STORY?

4.
compelling
plot
intriguing
characters
impossible
challenges
exciting
climax
satisfying
resolution
question: what makes a
GREAT STORY?surprising
turn of
events

5.
7
CL Marketing
YTD Customer Engagement Score* (Target)
85% (65%)
*Unique interactions from outbound campaign, web form,
event or webinar
Marketing Created Opptys(Target)
ACC 40
Web Lead 7
Consero 9
Total MQO 56 (50)
Total SQO* 17 (24)
*Non Cohorted
Early Stage Late Stage Closed Won
Marketing Influence Pipeline
Marketing Influenced MAPP ROI
Early Stage
Late
Stage Closed
2017 7.22 0.19 1.10
Marketing Influenced Total ROI
Early Stage
Late
Stage Closed
2017 4.66 0.12 0.71
NOT A STORY

6.
8
POS - TM Existing
0K
75K
150K
225K
300K
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sept-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17
Apr-17
May-17
Jun-17
Jul-17
Aug-17
Sept-17
Oct-17
Nov-17
Dec-17
POS - TM New
0K
25K
50K
75K
100K
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sept-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17
Apr-17
May-17
Jun-17
Jul-17
Aug-17
Sept-17
Oct-17
Nov-17
Dec-17
SL
ML
Pub Sec
TM Sales & Marketing
October Goal October Goal
INQ 54 115 11 6
SQL 19 34 4 2
Deal 5 8 2 1
October Goal October Goal
INQ to SQL 41.3% 37.5% 36.4% 37.50%
SQL to Deal 21.7% 23.54% 50.0% 23.54%
NB AOV 2,442$ 3,777$ 25,406$ 16,565$
Pipeline 82 50 82 50
NB Sales Metric
Small Law Mid Law (YTD)
Marketing Metrics
Mid LawSmall Law
October Goal
POS 164,324.88$ 136,674.00$
QC 111 108
EB Dial to Deal 5.6% 4.40%
QC to Deal 55.9% 55.56%
EB Deals 62 73
EB AOV 2,650.40$ 1,838.84$
EB Sales Metrics
October Comments
New:
• Didn’t see the expected reaction to pricing campaign.
• Extended hosting to drive leads to NB, .05% increase in click rate, +3 direct INQ
• Launched nurturing campaign to 2017 non-converted INQ.
• ML continues to over perform, Dominic and Biebs working together to drive NB
Existing: High QC and AOV drove POS success. Hosting- 30 leads sent to Uptime
Renewals: Matching all renewals to CIC and NARS reps to incorporate into motion and drive connect rate
228% Tiered Reinstatements
16% Training Utilization (>15%)
58% Partner Engagement (>38%)
TM Special Programs
Hosting Motion:
October = 30 MQL, 0 Sales | CR Estimate = 6 sales, 14K POS not to impact business until 3/2018
Sales Cycle = 100+ days | Rev impact 30-60 days after close
NOT A STORY

7.
CAMPAIGN RESULTS?
"can you present some
”

8.
RUH-ROH.

9.
?Why do BAD THINGS
happen to good data

10.
Viz!
Data
Data
Story-
telling!

11.
I have to do
WHAT NOW?

12.
Courtesy of Tim

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

15.
Source: LegoPicture.com
CHALLENGES /
OBSTACLES
YOUR
STAKEHOLDERS

16.
make your stakeholders the
HERO OF YOUR DATA STORY

17.
BE THEIR YODA.
Source: DK.com
LET YOUR
INSIGHTS GUIDE
THEM TO

18.
THE PICA PROTOCOL™
my prescription:

19.
Credit: Flickr / David Kingham
define: pi·ka1
ˈpīkə;/
a small, cold-climate rodent
with short limbs and
spherical body that
sometimes eats dead birds

20.
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

21.
THIS SESSION IS FOR YOU
if you collect,
analyze, and
present data..
if you receive,
consume, make
decisions with
data..

22.
handle: @LEAPICA
hashtag: #CH2018
LET’S TALK TWITTER

23.
urposeP

24.
urposePevery great data story begins with
a
CLEAR QUESTION

25.
NEEDwhat
are you
meeting?

26.
SOLVING?
what problem
are you

27.
INFORMING?
what decision are you

28.
BETTER?
how are you
making my
stakeholders’ lives

29.
VISUALIZATION
choose the most appropriate

30.
in the question
look for the...

31.
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

32.
A:
a comparison of campaign marketing
channels by conversion volume
= horizontal categorical bar chart

33.
Conversions
Email
rganic Search
Paid Search
Social Media
Display
0 350 700 1,050 1,400
Email Organic Search
Paid Search Social Media
Display
Conversions by Marketing Channel
conversion
volume
comparison of
channels

34.
Conversions
Paid Search
rganic Search
Email
Display
Social Media
0 350 700 1,050 1,400
Paid Search Organic Search
Email Display
Social Media
Conversions by Marketing Channel

35.
your visualization tool
DOES NOT KNOW
what your best chart choice is

36.
EFFECTIVE DATA
VISUALIZATION
stephanie evergreen

37.
nsight
I

38.
define: in·sight
ˈinˌsīt/
the capacity to gain an accurate and
deep intuitive understanding of a person
or thing.
@LeaPica

39.
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?

40.
anatomy of a healthy
DATA VISUALIZATION

41.
Subtitle: 8%
TITLE: 12%
VISUALIZATION FIELD: 75%
Source: 5%

42.
Subtitle: 8%
TITLE: 12%
VISUALIZATION FIELD: 75%
Source: 5%

43.
Conversions
Paid Search
Organic Search
Email
Display
Social Media
0 350 700 1,050 1,400
Paid Search Organic Search
Email Display
Social Media
Conversions by Marketing Channel

44.
Conversions
Paid Search
Organic Search
Email
Display
Social Media
0 350 700 1,050 1,400
Paid Search Organic Search
Email Display
Paid & organic search generate the highest volume of conversions
Conversions by Marketing Channel
McKinsey title

45.
ontext
C

46.
do I have all the information
at my disposal to tell a
COMPLETE PICTURE?
@LeaPica

47.
am I showing all of the information
needed to make a sound and
INFORMED DECISION? @LeaPica

48.
USEFUL CONTEXT TOOLS
1. performance targets / benchmarks
2. prior time period comparison
3. segmentation
4. additional measures

49.
Q:
how does conversion volume
affect our story?

50.
A:
add a second measure
with a side-by-side chart

51.
Paid search generates the highest volume of conversions
Conversions by Marketing Channel
Conversions
Paid Search
Organic Search
Email
Display
Social Media
0 350 700 1,050 1,400
Paid Search Organic Search Email
Display Social Media

52.
Conversion Rate
0% 10% 20% 30% 40%
Conversions
Paid Search
Organic Search
Email
Display
Social Media
0 350 700 1,050 1,400
Paid Search Organic Search Email
Display Social Media
Conversions by Marketing Channel
high volume,
lower efficiency
Paid search generates the highest volume of conversions…

53.
Conversion Rate
0% 10% 20% 30% 40%
Conversions
Paid Search
Organic Search
Email
Display
Social Media
0 350 700 1,050 1,400
Paid Search Organic Search Email
Display Social Media
Conversions by Marketing Channel
…but email is our most efficiently converting channel.

54.
VIZ VIOLATIONS: DUAL-AXIS CHARTS
0
350
700
1,050
1,400
0%
10%
20%
30%
40%
67
180
648
937
1,305

55.
0
350
700
1,050
1,400
0%
10%
20%
30%
40%
67
180
648
937
1,305
VIZ VIOLATIONS: DUAL-AXIS CHARTS
On this date,nothing happened

56.
DUAL AXES, DUELING TRUTHS
Tyler Vigen,

57.
SPURIOUS CORRELATIONS

58.
Q:
does performance vary by region?
does looking at mobile platform shed more
light?
what tests were associated with each channel?

59.
esthetics
A

60.
DATA VIZ AESTHETICS IS ALL ABOUT…
SIMPLICITY + INTENTIONALITY
CUTTING THE CLUTTER

61.
Document Delivery – Reservation Documents Step 3: Saving Reservations from OMT
You can select to open a document by clicking the mail icon in the ‘Open’ column. The document will pop-up in Word format. Please note that there is no offer included
on this Reservation Confirmation – this is because the confirmation was triggered in the OMT instead of being sent directly to the guest.
To save this file as a PDF, please go to File -> Save As -> Save As Type ->
and select PDF from the drop down menu
Reservation Confirmation triggered into
OMT without offer
Reservation Confirmation email triggered to
guest with offer
NOT
INTENTIONAL

62.
define: cognitive load
“the total amount of mental effort
being used in the working memory”
The higher the load, the harder the work

63.
let’s do a
DETOX!

64.
BEFORE DETOX...
Conversion Rate
0% 10% 20% 30% 40%
Conversions
Paid Search
Organic Search
Email
Display
Social Media
0 350 700 1,050 1,400
Paid Search Organic Search Email
Display Social Media

65.
Conversion Rate
1.0%
0.5%
32.0%
15.0%
7.0%
Conversions
Paid Search
Organic Search
Email
Display
Social Media 67
180
648
937
1,305
AFTER DETOX!
✓ Remove background, border,
legend, gridlines, axes
✓ Increased bar width
✓ Direct data labeling
✓ Font choice

66.
INTENTIONAL VIZ: COLOR

67.
NOT
INTENTIONAL

68.
Conversion Rate
1.0%
0.5%
32.0%
15.0%
7.0%
Conversions
Paid Search
Organic Search
Email
Display
Social Media 67
180
648
937
1,305
RANDOM COLOR...

69.
Conversion Rate
1.0%
0.5%
32.0%
15.0%
7.0%
Conversions
Paid Search
Organic Search
Email
Display
Social Media 67
180
648
937
1,305
CONSISTENT COLOR...
reduce color to
emotionally
neutral grays

70.
Conversion Rate
1.0%
0.5%
32.0%
15.0%
7.0%
Conversions
Paid Search
Organic Search
Email
Display
Social Media 67
180
648
937
1,305
STRATEGIC COLOR!
use standout color like
blue to emphasize
YOUR data story

71.
Conversion Rate
1.0%
0.5%
32.0%
15.0%
7.0%
Conversions
Paid Search
Organic Search
Email
Display
Social Media 67
180
648
937
1,305
…but EMAIL is our most efficiently converting channel at 32%
Conversions by Marketing Channel
match corresponding
title and label text

72.
don’t let your data viz tool
DECIDE WHAT MATTERS
to
yourDECISION-MAKERS
@LeaPica

73.
ll together now...
A

74.
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?

75.
Conversions
Paid Search
Organic Search
Email
Display
Social Media 67
180
648
937
1,305
PAID SEARCH generates the majority of conversion volume (42%)…
Conversions by Marketing Channel , Q1’17 – Q2’18
Source: Analytics.com, 2018.

76.
Conversion Rate
1.0%
0.5%
32.0%
15.0%
7.0%
Conversions
Paid Search
Organic Search
Email
Display
Social Media 67
180
648
937
1,305
…but EMAIL is our most efficiently converting channel at 32%.
Conversions + Conversion Rate by Marketing Channel , Q1’17 – Q2’18
Source: Analytics.com, 2018.

77.
urposePWhat are our theories on
WHY THIS HAPPENED?

78.
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%

79.
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

80.
RECAP
P
PICA Protocol
I C A

81.
scott berinato
GOOD CHARTS
The HBR Guide to Making
Smarter, More Persuasive Data
Visualizations

82.
TO CONNECT WITH ME ON SOCIAL MEDIA, HEAD TO:
@LEAPICA
LEA PICA
GRIND TO GURU

83.
VIZ RESPONSIBLY, my friends.