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
