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My presentation on data visualization best practices.
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San Francisco| August 13–17
Data that persuades How to prove your point
Ian Lurie CEO, Portent
ME: @PORTENTINT
portent.co/sesdata
Yes, like this, no ‘m’.
This presentation is certified 100% bullet-free.
San Francisco | August 13–17, 2012 | #sessf
@portentint
If you wouldn’t do this
@portentint
Why the @#$! would you do this?
@portentint
0
1000
2000
3000
4000
5000
6000
7000
Alfalfa Timothy Hay
Chewy Treats
Pigloos
Jun-‐12
Jul-‐12
Aug-‐12
THIS IS NOT ANALYSIS
@portentint
@#$!@!!! off, Ian
WHY I CARE AND YOU SHOULD, TOO
DATA = FOOD
Data good!!!
More data better!!!
Whoa, hey now, let's not get
personal.
INNUMERACY
INNUMERACY DATA LUNACY
YOUR CAREER ISN’T ABOUT BEING
RIGHT
YOUR CAREER IS ABOUT BEING
UNDERSTOOD
IF YOU WANT TO PERSUADE PEOPLE
BE THE PERSON THEY ACTUALLY UNDERSTAND
HERE’S HOW YOU DO IT
LIZARD. APE. HUMAN.
VISCERAL BEHAVIORAL REFLECTIVE
From The Design of Everyday Things, Donald Norman
it's true. I'm a visceral guy.
not as smart as humans? Whatever.
does this mean I'm an apex
predator? Sweet!
WHAT. WHY. NEXT.
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
WHAT: SEO & PPC are on an upswing.
WHAT: SEO & PPC are on an upswing. WHY: Content, landers.
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
WHAT: SEO & PPC are on an upswing. WHY: Content, landers.
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
Why?
0.40%
1.10% 0.75%
1.00% 1.00%
4.00%
5.00%
0%
1%
2%
3%
4%
5%
6%
Jan-‐12 Feb-‐12 Mar-‐12 Apr-‐12 May-‐12 Jun-‐12 Jul-‐12
PPC Conversion rate
Landers go live June 1
$616.00
$1,067.00 $1,146.00
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
May-‐12 Jun-‐12 Jul-‐12
SEO performance
Why?
Test more landers.
Continue SEO. There’s a lag.
Next
WHAT. WHY. NEXT.
ESTABLISH CONTEXT
@portentint
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
May-‐12 Jun-‐12 Jul-‐12
SEO & PPC performance
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
Sales by channel
May-‐12
Jun-‐12
Jul-‐12
9 WAYS TO GIVE GREAT DATA
DON’T MAKE THEM READ
@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
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
May-‐12 Jun-‐12 Jul-‐12
SEO & PPC performance
FOLLOW TUFTE’S LAWS
@portentint
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
ABOVE ALL ELSE, SHOW THE DATA
@portentint
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
MAXIMIZE DATA-INK RATIO
@portentint
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
NO HAMMER PANTS!!
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
REMOVE NON-DATA INK
@portentint
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
REMOVE REDUNDANT DATA INK
@portentint
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
REVISE & EDIT
@portentint
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
Sale by channel
May-‐12
Jun-‐12
Jul-‐12
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
Sales by channel
May-‐12
Jun-‐12
Jul-‐12
@portentint
From The Visual Display of Quantitative Data, by Edward Tufte
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.
USE SMALL MULTIPLES
@portentint
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
May-‐12 Jun-‐12 Jul-‐12
Sales by month
PPC
SEO
E-‐mail
Begging
$-‐ $200.00 $400.00 $600.00 $800.00
$1,000.00 $1,200.00 $1,400.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$-‐ $200.00 $400.00 $600.00 $800.00
$1,000.00 $1,200.00 $1,400.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$-‐ $200.00 $400.00 $600.00 $800.00
$1,000.00 $1,200.00 $1,400.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$-‐ $200.00 $400.00 $600.00 $800.00
$1,000.00 $1,200.00 $1,400.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
$750.00
$800.00
$850.00
$900.00
$950.00
$1,000.00
$1,050.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$1,040.00
$1,060.00
$1,080.00
$1,100.00
$1,120.00
$1,140.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$1,120.00
$1,130.00
$1,140.00
$1,150.00
$1,160.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
BSG despair-o-meter E
pis
od
e q
uali
ty 9 9 9
1-‐5 6-‐10 11-‐15 16-‐20
Season 1
9 8 9 9
1-‐5 6-‐10 11-‐15 16-‐20
Season 2
10 9 9 7
1-‐5 6-‐10 11-‐15 16-‐20
Season 3
7 6 4 2
1-‐5 6-‐10 11-‐15 16-‐20
Season 4
USE NATURAL COLORS
@portentint
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
USE CONTRASTING NATURAL COLORS
@portentint
http://portent.co/NHy5QD
From Tim Beard
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
SAY NO TO PIE CHARTS
@portentint
Orders by channel
Orders by channel
0
10
20
30
40
50
60
70
SEO PPC E-‐mail Display Direct
USE CONSISTENT PROPORTIONS
@portentint
$750.00 $950.00
$1,150.00 $1,350.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00 $950.00
$1,150.00 $1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
BSG despair-o-meter E
pis
od
e q
uali
ty 9 9 9
1-‐5 6-‐10 11-‐15 16-‐20
Season 1
9 8 9 9
1-‐5 6-‐10 11-‐15 16-‐20
Season 2
10 9 9 7
1-‐5 6-‐10 11-‐15 16-‐20
Season 3
7 6 4 2
1-‐5 6-‐10 11-‐15 16-‐20
Season 4
GO 45 DEGREES
@portentint
$-‐
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
Jan-‐11 Feb-‐11 Mar-‐11 Apr-‐11 May-‐11 Jun-‐11 Jul-‐11 Aug-‐11 Sep-‐11
Sales
SHOW TRENDS
@portentint
$-‐
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
Jan-‐11 Feb-‐11 Mar-‐11 Apr-‐11 May-‐11 Jun-‐11 Jul-‐11 Aug-‐11 Sep-‐11
Sales
$-‐
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
Jan-‐11 Feb-‐11 Mar-‐11 Apr-‐11 May-‐11 Jun-‐11 Jul-‐11 Aug-‐11 Sep-‐11
Sales
DON’T BE THESE GUYS
0
1,000
2,000
3,000
4,000
5,000
6,000
$-
$1,000.00
$2,000.00
$3,000.00
$4,000.00
$5,000.00
$6,000.00
$7,000.00
Dec
-10
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep
-11
Oct
-11
Nov
-11
Clic
ks
Spen
ding
Total Clicks Compared to Total Monthly Spending
Historical Average Clicks
0 2 4 6 8 10 12 14 16 18
$-
$1,000.00
$2,000.00
$3,000.00
$4,000.00
$5,000.00
$6,000.00
$7,000.00
Dec
-10
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep
-11
Oct
-11
Nov
-11
Con
vers
ions
Spen
ding
Conversions Compared to Total Monthly Spending
Spending Conversions
OR
0
5
10
15
20
Dec
-10
Feb-
11
Apr
-11
Jun-
11
Aug
-11
Oct
-11
Conversions
$-
$2,000
$4,000
$6,000
$8,000
Dec
-10
Feb-
11
Apr
-11
Jun-
11
Aug
-11
Oct
-11
Spend
DON’T BE THESE GUYS
Jan Feb March April May June July Aug Sep Oct Nov Dec 2008 319 405 667 926 1,121 913 817 520 433 331 267 204
2009 239 780 992 1,073 889 862 722 567 199 133 86
2010 253 397 618 741 573 456 463 402 370 333 192 153
2011 217 322 511 640 931 793 603 526 390 357 250 262
2012 339 405 581
0
200
400
600
800
1,000
1,200
Uniqu
e Visitors
Monthly PPC visitors
AN OBLIGATION
@PORTENTINT IAN@PORTENT.COM
PORTENT.CO/SESDATA
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