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BE UNDERSTOOD

Ian Lurie
@portentint
ian@portent.com

Ian Lurie
@portentint
ian@portent.com

portent.co/datapres

Yes, like this, no m.

FIRED

FIRED
LOVE YOU GUYS,
BUT WHERE ARE
THE RESULTS?

BUT WE GAVE YOU THE DATAZ!!!


DUDE. WHAT?

BUT WE GAVE YOU THE DATAZ!!!

WE GAVE YOU THE CHARTZ!!!

DATA GOOD!

MORE DATA BETTER!

DATA
NO ONE
UNDERSTANDS
IS JUST INK

HO HUM

IT JUST SITS THERE

INK GETS FIRED


nooooooooo

DATA
UNDERSTOOD
BECOMES KNOWLEDGE

DATA
UNDERSTOOD
BECOMES ACTION

A BRIEF INTERLUDE
ABOUT OUR BRAINS

FOLLOW TUFTES 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 Information,
by Edward Tufte
@portentint

FOLLOW IANS LAWS


DONT MAKE THEM READ
ESTABLISH CONTEXT
ANSWER MEH
DONT CHEAT
LEARN. EXCEL.

@portentint

RATIONALITY

EMOTION
INSTINCT

PRESENT DATA
TO EACH BRAIN

2. REACT

1. SEE

CLARITY

3. INTERPRET

PERSPECTIVE

You are here

CLARITY

PERSPECTIVE

MAKE THE DATA CLEAR


THE INSTANT I SEE IT
yo

DONT MAKE THEM READ

@portentint

6-12 MENTAL TASKS

YOU FIRED!

Romney Facebook Growth Rate


RNC

2 MENTAL TASKS

YOU ROCK!

SHOW STATS THAT MATTER

Monthly Organic visitors


1,200

1,000

Unique Visitors

800

600

400

200

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

YOU FIRED!

YOU ROCK!

ABOVE ALL ELSE, SHOW THE DATA

@portentint

$1,200.00
$1,000.00
$800.00

May-12
Jun-12

$600.00

Jul-12

$400.00
$200.00
$-
PPC

SEO

E-mail

Begging

sniff.

$1,200.00
$1,000.00
$800.00

May-12
Jun-12

$600.00

Jul-12

$400.00
$200.00
$-
PPC

SEO

E-mail

Begging

MAXIMIZE DATA-INK RATIO

3D = BLEAH
$1,200.00
$1,000.00
$800.00

May-12
Jun-12

$600.00

Jul-12

$400.00
$200.00
$-
PPC

SEO

E-mail

Begging

YOU FIRED!

2D = UNDERSTOOD
$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

USE NATURAL COLORS

Sales by channel
my eyes!!!
gaaaaah.

$1,200.00

May-12

$600.00

Jun-12
Jul-12

$-
PPC

SEO

E-mail

Begging

YOU FIRED!

From Tim Beard


http://portent.co/NHy5QD

Sales by channel
$1,200.00

May-12

$600.00

Jun-12
Jul-12

$-
PPC

SEO

E-mail

Begging

USE CONTRASTING
NATURAL COLORS

Sales by channel
$1,200.00

May-12

$600.00

Jun-12
Jul-12

$-
PPC

SEO

E-mail

Begging

REMOVE NON-DATA INK

DO I NEED THESE?
$1,200

$1,000

$800
May-12

$600

Jun-12
Jul-12

$400

$200

$-
PPC

SEO

E-mail

Begging

REMOVE REDUNDANT DATA INK

@portentint

DO I NEED ALL OF THESE?


$1,200

$1,000

$800
May-12

$600

Jun-12
Jul-12

$400

$200

$-
PPC

SEO

E-mail

Begging

$1,200

May-12

$600

Jun-12
Jul-12

$-
PPC

SEO

E-mail

Begging

REVISE & EDIT

$1,200

May-12

$600

Jun-12
Jul-12

$-
PPC

SEO

E-mail

Begging

USE WHITESPACE FOR 1 GRIDLINE


$1,200

May-12

$600

Jun-12
Jul-12

$-
PPC

SEO

E-mail

Begging

YOU ROCK!

USE SMALL MULTIPLES

Facebook growth rates: Obama vs. Romney

Facebook growth rates

Romney

Obama

Onsite SEO

Effort

Analytics

Social Media

Content

Time

IF YOU HAVE TO EXPLAIN, ITS TOO LATE


buh?

You are here

CLARITY

PERSPECTIVE

YAWN. WHAT'S MY
MOTIVATION HERE?

PUT IT IN PERSPECTIVE

ESTABLISH CONTEXT

CONTEXT MATTERS

CONTEXT MATTERS

Romney Facebook Growth Rate

Romney Facebook Growth Rate

Pre-convention Avg

Romney Facebook Growth Rate


RNC

Pre-convention Avg

ANSWER MEH

FACEBOOK AD SPEND

TIME

FACEBOOK IS DUMB.
STOP BUYING ADS.
MEH

REVENUE

TIME

OH.

TIME

FACEBOOK AD SPEND

Facebook growth rates

Romney

Obama

Facebook growth rates


Convention
Pre-convention avg

Romney

Obama

DONT CHEAT

Sales by channel
PPC

SEO

$1,350.00
$1,150.00
$950.00
$750.00

$1,350.00
$1,150.00
$950.00
$750.00
May-12

Jun-12

Jul-12

May-12

E-mail
$1,350.00

$1,150.00

$1,150.00

$950.00

$950.00

$750.00
Jun-12

Jul-12

Begging

$1,350.00

May-12

Jun-12

Jul-12

$750.00
May-12

Jun-12

Jul-12

Sales by channel
PPC

SEO
$1,350.00

$1,200.00
$1,000.00

$1,150.00

$800.00
$600.00

$950.00

$400.00
$200.00
$-

$750.00
May-12

Jun-12

Jul-12

May-12

E-mail

Jun-12

Jul-12

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

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

E-mail

Jun-12

Jul-12

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

AVOID THE CLUSTERING ILLUSION

YEAH BABY! WHO


DA FROG?!!!

THE TEXAS SHARPSHOOTER

uh. heh heh. cough.

THE TEXAS SHARPSHOOTER

ORGANIC SEARCH TRAFFIC


visits

IT MUST BE YOUR SITE! EVERYTHINGS FINE!


WERE BUILDING LOTS OF LINKS!

ORGANIC SEARCH TRAFFIC


conversions

OH.

ENABLE DRILL-DOWN

You are here

CLARITY

PERSPECTIVE

LEARN EXCEL

REALLY LEARN EXCEL

LEARN ROLLING AVERAGES

THE ROLLING AVERAGE


Avg. Page Load Time (sec)
160
140
120
100
80
60
40
20
0

THE ROLLING AVERAGE

THE ROLLING AVERAGE


Avg. Page Load Time (sec, 14-day rolling)
25

20

15

10

THE ROLLING AVERAGE


Avg. Page Load Time (sec, 24-day rolling)
25

20

15

10

THE ROLLING AVERAGE


Goal Conversion Rate
4.50%
4.00%
3.50%
3.00%
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%

THE ROLLING AVERAGE


Goal Conversion Rate (rolling)
0.012

0.01

0.008

0.006

0.004

0.002

WATCH FOR OUTLIERS

Goal Conversion Rate (rolling)


0.012

0.01

0.008

0.006

0.004

0.002

TRIMMEAN()

Goal Conversion Rate, Rolling Average adjusted


0.012

0.01

0.008

0.006

0.004

0.002

Goal Conversion Rate, Rolling Average adjusted


0.012

0.01

0.008

0.006

0.004

0.002

LEARN SCATTERPLOTS

PPC Rev
$20,000.00
$18,000.00
$16,000.00
Revenue (USD)

$14,000.00
$12,000.00

R = 0.81774

$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$-

1,000

2,000

3,000
4,000
5,000
Visits from Social Media

6,000

7,000

8,000

BUT BE CAREFUL

CORRELATION CAUSATION

PPC Rev
$20,000.00
$18,000.00
$16,000.00
Revenue (USD)

$14,000.00
$12,000.00

R = 0.81774

$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$-

1,000

2,000

3,000
4,000
5,000
Visits from Social Media

6,000

7,000

8,000

PPC Rev
$20,000.00
$18,000.00
$16,000.00
Revenue (USD)

$14,000.00
$12,000.00

R = 0.81774

$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$-

1,000

2,000

3,000
4,000
5,000
Visits from Social Media

6,000

7,000

8,000

READING LEVEL
OMG REWRITE
EVERYTHING!!!

MISTAKE! OMG!
STOP
EVERYTHING!!!

(A BRIEF TOOLS INTERLUDE)

WHAT DOES IT ALL


MEANNN?!

CLARITY

PERSPECTIVE

LEARN

TUFTES LAWS

CONSTANTLY REFINE YOUR


REPORTS & DASHBOARDS

YOUR CAREER IS

NOT JUST
ABOUT BEING

RIGHT

YOUR CAREER IS ABOUT BEING

UNDERSTOOD

COMMENCE HECKLING
@PORTENTINT
IAN@PORTENT.COM
PORTENT.CO/datapres