The Race to Marketing Mastery
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Race to Marketing MasteryChris Haleua | Adobe Product Manager
1
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Background
3
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10,000 Hours to Mastery6 Years to Mastery
■40 Hours / Week■52 Weeks / Year
Deliberate Practice■Real risk■Clear goals■Immediate feedback
http://ppcchat.co/2014/03/personal-growth-pay-click
How many of your years have
just been repeating the
first 6 months?
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Only Constant is Change
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Challenges
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Best of the Best
■210 Billion digital interactions across 6k companies
■Best retailers have twice the conversion rate
■Top financial service companies have half the
bounce rate
■Media leaders have 30% more time on site
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MyAnalyticsScore.com
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
People■Motivation
■Autonomy (Time, Technique, Team, Task)■Mastery (“Goldilocks tasks”)■Purpose (Natural desire to contribute to a greater cause)■Extrinsic rewards (Bonuses, Recognition, Promotions)
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ProcessData-driven decision making while avoiding analysis paralysis
■Descriptive■Explanatory■Diagnostic■Predictive■Prescriptive
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Product
■Budget vs. Unlimited
■Time Strain vs. Large Team
■Simplicity vs. Control
■Flexibility vs. Structure
■Tradeoffs vs. Individual Terms
Choose the appropriate tool for the situation
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Change Frequency
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Manual Rules Portfolio
17
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Change Diversity
50% 25% 10% 5% 0% -5% -10% -25% -50%
Rules Manual Portfolio
18
• Manual management can be data-driven in diversity but is almost always sporadic in frequency. • Rules are lopsided in diversity because of simplistic logic but are at least consistent in frequency. • Portfolio algorithms maintain both balanced diversity and consistent frequency.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Model Accuracy
19
1 2 3 4 5 6 7 8 9 10 11 120.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
140.00%
160.00%
180.00%
old modelnew model
Portfolio
Acc
urac
y(1
00%
is id
eal)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 Segment
Metric
3x3 Att Micro Weight Pat
h
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DashboardEfficienc
yVolume
ManualManageme
nt
SyncRules &Portfolio
KeywordsNegatives
Stakeholder Reports
Pacing & Run Rate
Validation
Forecasts & Simulations
Targeting
Predictive Modeling
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Ad Testing
Budgeting
Landing Page
Optimization
Negatives Match Type
Structure
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
External
■Intellectual
Risk
■Social Risk
■Creative Risk
■Emotional
Risk
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Internal■S.M.A.R.T
goals
■Break Tasks
Down
■Quick
Feedback
■Goldilocks
Tasks
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Decisions
Logic
Emotion
Understand Statistics
Feel Stories
Remember Visuals
Trust Experiences
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Marketing MastersBuild Relationships of
Trust
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3x3 Pattern
Training Calendar
Brain GatesData Storytelling
Internal External
Above
Below
Understand Statistics
Feel Stories
Remember Visuals
Executives & Clients
Prospects &Customers
Teammates& Assistants
Ad Platforms& Engines
Trust Experiences
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Easier to understand
Trustworthy
More memorable
More persuasive
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Agenda
Why Use Stories?1How to Structure a Data Story2Effective Visualization Tips3Data Stories in Action4
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“After nourishment, shelter, and companionship, stories are the thing we need most in the world.”Philip Pullman, Author
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We’re wired for stories
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Stories Have a Unique Effect on Audiences
DATA
Shields UpWhen we read dry, factual arguments, we read with our dukes up. We are critical and skeptical…”
“
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stories Have a Unique Effect on Audiences
DATA
STORY
Shields Down…But when we are absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us defenseless.”
“
Jonathan GottschallAuthor, The Storytelling Animal
Shields Up
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DATA010110101011111011
3 Keys to Data Storytelling
NARRATIVE VISUALS
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1. Ignoring your audience’s
priorities
2. Using unfamiliar jargon
3. Providing too much detail
4. Leaving out context
5. Talking too much
5 Ways Stories are Derailed
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Different Types of Stories
Analogies & Metaphors
0101101011AnecdotesPersonal, historical,
current events, & pop culture
TalesFables,
parables, urban legends, films,
& literature
Non-fiction Fiction
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Smooth Transition
Reach Higher
Defeat the Villain
The Picnic is Over
Spilt Milk
Crack in the Foundation
Old Technology At a CrossroadWhat’s
your story
angle?
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47
Humanize your data-driven insights
Who’s your hero?Data.
Cold, distant, and impersonal.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48
Humanize your data-driven insights
Who is your story’s hero?
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49
Many heroes are hiding within your digital data.You just need to bring them to life.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How to Insert Characters in Your Data Story
Identify where your analysis intersects with people
Determine which customer traits are important to your message
Search for appropriate character imagery
Create a persona for your hero
Build the customer journey with visual elements
Qualitative dataStock photos Screenshots
54321
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Six Tips for Better Data Visualizations
Identify the right data1Choose the right visualization2
Calibrate visuals to your message3Remove unnecessary noise4Highlight what’s important5Make it easy to consume6
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Identify the Right Data
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
200,000
400,000
600,000
800,000
1,000,000
$1,200,000
0
5,000
10,000
15,000
20,000
25,000
30,000Revenue Visits
Revenue Visits
“HMMM”
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Identify the Right Data
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
200,000
400,000
600,000
800,000
1,000,000
$1,200,000
Revenue per visit (RPV)$50
$28“AHHH”
Revenue $59
$51RPV (YoY) RPV (Other BUs)
CONTEXT
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2. Choose the Right Visualization
More accurate comparisons
More genericcomparisons
2D position along common but unaligned scales
Length
Angle Volume
Shading
Direction Area Curvature
Color Hue
2D position along common, aligned scale
Graphical Perception: Theory, Experimentation, and Application to the Development of Graphical Methods (Cleveland & McGill, 1984) via The Functional Art (Alberto Cairo, 2013)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. Choose the Right Visualization
YouTube
LinkedInGoogle+
5%
29%
32%
25%
9% Facebook
YouTube
Google+ 5%
32%29%
25%9%
“OK” “BETTER”
http://bit.ly/1kNp8GxStephen Few article on pie charts
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3. Calibrate Visuals to Your Message
49%
39%
12%
61%
31%
8%
73%
23%
4%
2011 2012 2013
Tablet
Smartphone
Desktop
“WAIT A SECOND?!”
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3. Calibrate Visuals to Your Message
2011 2012 20130
1020304050607080%
2011 2012 20130
1020304050%
Desktop Smartphone
2011 2012 201302468
14%
1012
Tablet
“THERE WE GO”
33% 70% 200%
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4. Remove Unnecessary Noise
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 280
50
100
150
200
250
300
350
Article AArticle BArticle CArticle DArticle EArticle FArticle GArticle HArticle IArticle J
February 2014
Page Views No more than 4 lines or use panel chart
“HUH?!”
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4. Remove Unnecessary Noise
February 2014
Views
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 280
50
100
150
200
250
300
350
Article AArticle BArticle CArticle D
“OK. I SEE IT”
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4. Remove Unnecessary Noise
Article DArticle C
Article E Article F Article G
0
50
100
150
0
50
100
150
1 8 15 22 1 8 15 22 1 8 15 22
Article B
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8%7%6%6%6%6%
Product EProduct FProduct GProduct HProduct IProduct J
4. Remove Unnecessary Noise
30%
13%9%9%
8%
7%
6%6%
6%6%
19,631UnitsSold
30%
13%9%9%
39%19,631
UnitsSold
Product B
Product A
Product CProduct D
OtherProducts
Product AProduct BProduct CProduct DProduct EProduct FProduct GProduct HProduct IProduct J
No more than 5 slices in a pie chart
“PHEW”
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5. Highlight What’s Important
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627280
50
100
150
200
250
300
350
February 2014
Views “GOT IT”30%
13%9%9%
39% 19,631UnitsSold
13%
Product A
Product C
OtherProducts
Product B
Product D
Color change signifies a change in information
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6. Make It Easy to Consume
Oct Nov Dec Jan Feb Mar0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Campaign A Campaign B Campaign C
Whenever possible use direct labels
Campaign A
Campaign C
Campaign B
Targetingissue fixed
Free shipping incentive ends
Orders
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6. Make It Easy to Consume
USCanada
ChinaJapan
GermanyUK
IndiaFrance
SwedenBrazil
AustraliaSpain
MexicoS. Korea
Italy
5.25.04.64.23.93.73.53.22.92.42.11.31.21.11.0
US Users Spend More Time in App Use descriptive titles with chartsAvg. Time Spent (min)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Never force your audience to memorize, organize, or calculate
numbers in their heads
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How Much Effort Should You Invest in Data Storytelling?
LowValue
HighValue
Expected / Simple
Disruptive / Complex
Insight Type
Business Impact
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How can you become a better data storyteller?
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data Storyteller ResourcesBooks Links
Made to Stick (Chip & Dan Heath)Resonate (Nancy Duarte)WSJ Guide to Information Graphics (Dona Wong)The Functional Art (Alberto Cairo)Show Me the Numbers (Stephen Few)Presentation Zen Design (Garr Reynolds)Brain Rules (John Medina)The Back of the Napkin (Dan Roam)
VideosTelling Compelling Stories with Numbers: Data Visualization and Communication (Stephen Few)http://1.usa.gov/1oWgmVL
The Joy of Statistics (BBC – Hans Rosling)http://www.youtube.com/watch?v=CiCQepmcuj8
Persuasion and the Power of Story (Jennifer Aaker)http://www.youtube.com/watch?v=AL-PAzrpqUQ
Storytelling in the Boardroom 6-part series on Office.microsoft.com (http://bit.ly/1pttMXM)
Juice Analytics’ Data storytelling: Ultimate collection of resources (http://bit.ly/19H0Bcj)
Pixar’s 22 Rules to Phenomenal Storytelling (http://slidesha.re/1ggKiYV)
Powerpointninja.com Visual.ly Flowingdata.com
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Other Suggested Reading■Web Analytics: "Web Analytics 2.0" by Avinash Kaushik and "Web Analytics Action
Hero" by Brent Dykes
■Search Marketing: "Advanced Google AdWords" by Brad Geddes and "The Long Tail"
by Chris Anderson
■Advertising: "Permission Marketing" and "Meatball Sundae" by Seth Godin
■Career Path: "Peter Principle" by Peter Hull and "Linchpin" by Seth Godin
■Productivity: "Getting Things Done" by David Allen and "Eat that Frog" by Brian Tracy
■Entrepreneurship: "4 Hour Workweek" by Timothy Ferris and "Rework" by Jason
Fried and "Lean Startup"
■ Innovation: "Innovators Dilemma" and "Innovators Solution" by Clayton Christensen
■Statistics: "The Cartoon Guide to Statistics" by Larry Gonick and "The Nature of
Statistics" by W. Allen Wallis
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SummaryContinue to Reinvent Yourself
■10,000 Hours of Deliberate Practice■People, Process, Product
Take the capability self-assessments:■Analytics: MyAnalyticsScore.com■Advertising: AdobeMarketingPro.com
Practice data storytelling in crucial moments■Logic: Understand stats & remember visuals■Emotion: Feel stories & trust experiences
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Chris [email protected]: @chrishaleua