DATA

MARKETINGdrivenErin Robbins | GinzaMetrics

@texasgirlerin | erin@ginzametrics.com

GETTING THE MOST OUT OF YOUR DATA

WHAT ARE WE TALKING ABOUT & WHY? DATA VISUALIZATION ‣ What is it

‣ Common mistakes

‣ Choosing the right visual

‣ Making the right visual look less crappy

MAKING SENSE OF YOUR MARKETING ‣ Defining market, message, method, medium

‣ Using them to gain strategic insights

ON THE AGENDA

Data visualization

is a general term that

describes any effort to

help people understand the significance of data

by placing it in a visual context.

We need to make sense of a

lot of data.

The trouble is, there are varying types,

tons of sources,

and

channels that don’t share.

Excellence in statistical graphics consists of

complex ideas communicated with

clarity, precision, and efficiency.

“

“- Edward Tufte,

The Visual Display of Quantitative Information

SIMPLY PUT, YOUR

data IS ONLY AS USEFUL AS ITS ABILITY TO

find OR

tell A

story

Our brains gather information

through visual cues,

programmed to look for

variations,

patterns, and to recognize

differentiators

in our environment

COLOR SIZE

ORIENTATIONSHAPE

Patterns, trends and correlations that might go undetected in text-based data can be exposed and

recognized easier with data visualization..

Trends Correlations Outliers

COMMON

IN DATA VISUALIZATIONmistakes

‣ How much do they already know about the subject?

‣ How much information do they need to know to make a

decision?

‣ What level of detail is necessary?

‣ Are you using icons and symbols that everyone understands?

Did you know that 5% of the population is colorblind? (1 in 12 men and 1 in 200 women.)

http://colorlab.wickline.org/colorblind/colorlab/

Not taking the audience into account

Not understanding how much your audience knows about the subject?

What you’re talking about

How much your audience knows about it

Understanding how much information they need to make a decision?

Information you’re giving

them

What they need to make a decision

What they need to make a decision

Information you’re giving them

What they thought they’d be

getting

What you gave them

Disproportionate axis scaling

YES NO WTF

Messing with axis scaling can distort the meaning of the data

These are all representative of the same data set

Inconsistent placement of labels, legends & scales

Lable

Labe

lTitle

Label

Labe

l

Title

Label

Label

Title

It’s not cute to move things around from visual to visual - just distracts the reader.

Isolating data

Good to remember when building your own visuals as well as when viewing other people’s.

What it looks like happened What actually happened

CHOOSING THE

VISUALcorrect

Title

99%

1%

Should use a pie chartShould not use pie chart Title

40%

60%

Use a pie chart anywayChoose wisely

Or, as I like to call it:

STOP USING PIE CHARTS FOR EVERYTHING

Looking at your data in a variety of ways can tell different stories.

Comparisons Chronology Hierarchy

ProcessGeography0

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Source: http://img.labnol.org/di/data-chart-type.png

WHAT ARE YOU TRYING TO SHOW?

Comparison Relationship

Distribution

Composition

COMPARISON

DISTRIBUTION

DISTRIBUTION

RELATIONSHIP

Bar charts

Vertical Horizontal

Stacked 100% Stacked

Best for chronological. Always order left to right.

For comparisons that don’t rely on timelines or longer labels.

Use when comparing multiple parts to a whole where total count matters.

For use when the percentage distribution of each category is the primary concern.

Pie charts

7%8%

10%

11%

29%

35%

7%8%

10%

11%

29%

35%

Standard

Best for chronological. Always order left to right.

Donut

Typically used when displaying a graphic element in the center.

The problem with pie charts

Research suggests that people don’t perceive pie slices accurately unless in standard and / or symetrical ammounts such as 25%,

50%, 75%, etc.

This means additional “slices” of data may be misunderstood by users or harder to understand.

50%

25%

25%

Line and area charts

50

100

150

200

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Area

Stacked Area 100% Stacked Area

Best to illustrate part to whole data over a time period

Distribution of each data category as a whole is more important than total

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Line

Best for use with continuous data over time. Shows trends, acceleration, and volatility

When you want to compare quantitative data over time

Other charts

0

5

10

15

20

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5

10

15

20

0 3 6 9 12Bubble

Good for nominal comparisons and ranking. Also works well in geographical applications.

Scatter Plot

Good for large sets of data with two variables. Works well with data over time.

Heat Map

Best for understanding intensity. Works well for geographic data.

Bars per capita

Bars per capita

Heatmaps for Search

Sometimes people tell me heat maps aren’t applicable to search… They’re wrong.

Paying attention to usage of specific keywords across various geographies can give you a leg up over the competition.

Things to consider include: ‣ Search volume comparison ‣ Competition score ‣ Rank ‣ Competitor rank

MAKING VISUALS

LESScrappy

Order data correctly

Bourbon Gin Scotch Whiskey

General popularity of drinks

Gin Bourbon Whiskey Scotch

How often I drink them

9pm8pm 10pm7pm

Timeline of what I was drinking

Gin

Bourbon

Whiskey

Scotch

Alphabetically By value Sequentially

Pie chart ordering

7%8%

10%

11%

29%

35%

7%8%

10%

11%

29%

35%

Slices go in order of largest to smallest

Biggest slice starts in the 12 o’clock position

Limit total amount of slices to under 10 whenever possible

Use consistent iconography, symbols, & fonts

Color use

‣ Use color sparingly

‣ Choose complementary colors

‣ Use no more than five colors in a visual

‣ Choose colors than match the subject matter and tone of the visual

Font choice

Be consistent MATCH THE TONE OF THE CONTENT

make it readable for the audience

Use text sparingly not just constantly to say anything that you think might fit on the

page no matter how much it might just clutter up the page and take up tons of

room - because really, people like to have white space around visuals to keep their

attention focused on the point of the page. Okay, that about does it.

Papyrus is never necessary, neither is comic sans.

CALLOUTS

Use

highlights

and other jazz-hands types of font tricks as little as possible.

Basically never.

3D charts are rarely necessary.

Don’t do it. Ditto for most animations.

FINDING A

IN YOUR DATAstory

The greatest value of a picture is when it forces us to

notice what we never expected to see.

“

“- John Tukey

MEDIUMMESSAGE METHODthethe the

INSIGHTSDATA ACTIONusing to gather & turn them into

MEDIUMMESSAGE METHODthethe the

is a process to view your information more effectively

This is your specific value proposition, campaign message, tagline, feature, benefit, etc.

MESSAGE{ }the

NewFeature

Product Release

Got Milk

Nachos >

Pizza

Back to School

Sale

The Medium is the type of content. A medium is characterized by how it is consumed - not by what channel

it is shared on. (Don’t worry we’ll get to that.)

MEDIUM{ }the

Video Blog Preso/ Slides Webinar Podcast

Ebook White Paper

Case Study AdLanding

Page

This is the way the content is distributed - including specific channels. (Toldya we’d get there.) Each medium can have

multiple methods.

METHOD{ }the

Instagram Vine YouTube Pinterest Facebook

Slideshare LinkedIn AdWords OutbrainTwitter

Sell $100K in JoeBob’s Widgetizers in October

Message 1: JoeBob’s Widgetizer is the best possible widgetizer

Message 2: Enjoy 50% off JoeBob’s Widgetizer at PubCon

Message 3: Widgetizers are way better than Widgetozers

CAMPAIGN MESSAGES

MES

SAG

E 1

JoeB

ob’s

Wid

getiz

er is

the

best

pos

sible

wid

getiz

erVIDEO

ADS

YOUTUBE

FACEBOOK

WEBSITE

ADWORDS

OUTBRAIN

FACEBOOK

SEARCH

FACEBOOK

LINKEDIN

BLOG POST

MES

SAG

E 1

JoeB

ob’s

Wid

getiz

er is

the

best

pos

sible

wid

getiz

erVIDEO

ADS

YOUTUBE

FACEBOOK

WEBSITE

ADWORDS

OUTBRAIN

FACEBOOK

SEARCH

FACEBOOK

LINKEDIN

BLOG POST

MESSAGE MEDIUM METHOD

MES

SAG

E 1

JoeB

ob’s

Wid

getiz

er is

the

best

pos

sible

wid

getiz

erVIDEO

ADS

YOUTUBE

FACEBOOK

WEBSITE

ADWORDS

OUTBRAIN

FACEBOOK

SEARCH

FACEBOOK

LINKEDIN

BLOG POST

MESSAGE MEDIUM METHOD

MES

SAG

E 1

MES

SAG

E 2

MES

SAG

E 3

VIDEO

ADS

BLOG

IMAGE

EBOOK

BLOG

VIDEO

CASE STUDY

ADS

YOUTUBEWEBSITE

ADWORDSFACEBOOK

SEARCHTWITTER

SEARCHTWITTER

LINKEDINEMAIL

PINTERESTFACEBOOK

YOUTUBEWEBSITE

EMAILWEBSITE

ADWORDSFACEBOOKTH

E M

ARK

ETIN

G M

IX

MES

SAG

E 1

MES

SAG

E 2

MES

SAG

E 3

VIDEO

ADS

BLOG

IMAGE

EBOOK

BLOG

VIDEO

CASE STUDY

ADS

YOUTUBEWEBSITE

ADWORDSFACEBOOK

SEARCHTWITTER

SEARCHTWITTER

LINKEDINEMAIL

PINTERESTFACEBOOK

YOUTUBEWEBSITE

EMAILWEBSITE

ADWORDSFACEBOOKTH

E M

ARK

ETIN

G M

IX

The 4th M : MARKET

You can overlay your message, medium, and method

data geographically to understand how different cities

and regions respond to various messages, campaigns,

or marketing channels.

Using Medium, Method, Message, & Market

allows you to gather & share insights that maximize what works without

dismissing channels, messaging, or distribution based on inaccurate data views.

And you can use all of the fun chart knowledge

you just got to share insights

in your organization.

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Thank youErin Robbins | GinzaMetrics

@texasgirlerin | erin@ginzametrics.com

Deck will be available on Slideshare at slideshare.net/ginzametrics