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By Jeff Sauer
Founder of Knowledge Land
Storytelling with
Data and Reports
Telling a story from
our data
Let’s go back to
school
@jeffalytics
Remember the scientific method?
@jeffalytics
Ask a Question
The Scientific Method
Do Background Research
Construct a Hypothesis
TestYour Hypothesis By Doin...
@jeffalytics
Two problems with
online programs
@jeffalytics
Drawing Conclusions
Analysis is a problem
@jeffalytics
Confirming Hypothesis
Validating the hypothesis is a problem
@jeffalytics
In Other Words…
@jeffalytics
If we don’t reflect
and share, how do
we learn?
@jeffalytics
What Happened?
Analytics Tools Are Great for Telling Us
@jeffalytics
What Happened?
Analytics Tools Are Great for Telling Us
By How Much?
@jeffalytics
An explanation of why it
happened
Our brains must come up with
@jeffalytics
The story of what we
learned
Our brains must come up with
@jeffalytics
A plan for how we can
get more of it
Our brains must come up with
Telling a Story
with Our Data
@jeffalytics
Our responsibility as marketers
3 Main Points for Today
Why we need stories
Presenting your results
@jeffalytics
Download 7 Keys to Strategic
Analytics & Other Materials:
bit.ly/AnalyticsMunich
Before I forget…
Our Responsibility as
Marketers
To expand the collective knowledge of our organization
@jeffalytics
What is data,
anyway?
@jeffalytics
Data = facts
Image courtesy of: http://socialsciences.cornell.edu/wp-content/uploads/2015/02/Data.jpg
@jeffalytics
Big Data = More facts!
Image courtesy of: http://www.bigdata-careers.com/wp-content/uploads/2014/05/big-data....
@jeffalytics
I used to stare at this until my eyes bled
@jeffalytics
This was revolutionary for the industry
Image courtesy of: http://blog.measureful.com/google-analytics/
@jeffalytics
Aesthetics continue to be more pleasing
@jeffalytics
But…
In many ways we are stuck in the past
@jeffalytics
Some things have barely changed
How different?
@jeffalytics
Same data,
prettier package
@jeffalytics
We still need
translation
@jeffalytics
@jeffalytics
Data Information Knowledge Wisdom
What we need to make decisions
@jeffalytics
Data = facts
Image courtesy of: http://socialsciences.cornell.edu/wp-content/uploads/2015/02/Data.jpg
@jeffalytics
Data is Cheap Free
The problem with big data
Data is Everywhere
Data is Dumb
@jeffalytics
Data Information Knowledge Wisdom
What we need to make decisions
@jeffalytics
Information = Data
with context or
structure
@jeffalytics
Creating a narrative from data
Take the Quiz at New York Times: http://nyti.ms/1HVgnCx
@jeffalytics
I Scored 50%
@jeffalytics
This is an automated report and it’s FREE
Image Courtesy of Quill Engage
@jeffalytics
Computer turns data into information
Visit Quill Engage at http://bit.ly/SMXQuill
@jeffalytics
Can a computer
replace your work?
Then we need to do more!
@jeffalytics
Data Information Knowledge Wisdom
What we need to make decisions
@jeffalytics
Knowledge =
Understanding of
the Information
@jeffalytics
Knowledge must
be earned
@jeffalytics
Computers can’t
automate
knowledge
@jeffalytics
We need to help
accelerate
knowledge
@jeffalytics
Provide a universal picture
Knowledge Accelerators
Present the answer first
Have supporting detail ready Make ...
@jeffalytics
Share knowledge with your organization
@jeffalytics
Data Information Knowledge Wisdom
What we need to make decisions
@jeffalytics
Wisdom = Thinking
and acting on
knowledge
@jeffalytics
Your turn, Einstein
@jeffalytics
How we make decisions, another picture
Data vs. Information vs. Knowledge: http://www.infogineering.net/data-...
@jeffalytics
Our responsibility as marketers:
To give our organization the
information and knowledge
needed to make decisi...
Why we need
stories
@jeffalytics
A Case Study
The Periodic Table of Google Analytics
@jeffalytics
Teaching Google
Analytics
@jeffalytics
There is a lot to
learn
Which leads to…
@jeffalytics
@jeffalytics
@jeffalytics
There has to be
a better way!
@jeffalytics
The Task:
Simplify the
complex picture
@jeffalytics
My Attempt to Simplify the Complex
@jeffalytics
Then provide the detail as needed
@jeffalytics
Grab attention
This visual achieved several objectives
Prove expertise
Known structure Understands audience
@jeffalytics
Side Benefit?
Tons of visitors, links and shares!
Share count from Share Tally: http://sharetally.co/
@jeffalytics
Are your reports
overwhelming?
@jeffalytics
Or just putting
people to sleep?
@jeffalytics
From data to wisdom
A practical path that we can all take
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Path to wisdom: What h...
@jeffalytics
Our website saw a massive increase in sales over the
past week
What happened?
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
By how much?
Path to w...
@jeffalytics
We had an increase of 1,000 sales over previous week,
for a 20% increase in sales volume. This resulted in
$1...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
By how much?
Is this e...
@jeffalytics
We did not expect this to happen. Our new product
line went viral on Reddit and drew in new visitors. A
small...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
An influential Reddit user found the new product line
through our public preview website and shared with the
s...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
Share the Reddit post with our social channels in order
to increase awareness.
Embrace the visitors upon site...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
Most sharing on Reddit is naturally occurring and
difficult to replicate. While we can’t expect the same
succe...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
We made $50,000 in profit last week because our
customers are interested in our new product line.
We may not b...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Is this behavior norma...
@jeffalytics
We can generate profit from our users if we create
great products.
We need to consider a program for reaching ...
@jeffalytics
What happened?
By how much?
Is this expected?
Why did it happen?
How do we react?
Is this repeatable?
What is...
@jeffalytics
What happened?
By how much?
Is this expected?
Why did it happen?
How do we react?
Is this repeatable?
What is...
@jeffalytics
In our own words, what happened on our
website during this time period?
What happened?
Start the cycle again,...
@jeffalytics
Ways to tell stories
@jeffalytics
Words
@jeffalytics
Charts
Image from: http://danmeth.com/post/77471620/my-trilogy-meter-1-in-a-series-of-pop-cultural
@jeffalytics
Infographics
View this infographic here: http://bit.ly/rapperlyrics
@jeffalytics
Data Visualization & Videos
View this visualization here: http://bit.ly/twitterwakeup
@jeffalytics
Stories are essential for
knowledge transfer
@jeffalytics
Beware:There isn’t
always a story to tell
PresentingYour
Results
@jeffalytics
Board Room?
Is what I am saying board room worthy?
@jeffalytics
I presented in front of a room like this
@jeffalytics
Executive Presentation
Executive PresentationTemplate from Knowledge.Land
@jeffalytics
What are the objectives of
your company?
Things to consider in your presentation
People want to hear the
bene...
@jeffalytics
Find strength in successful outcomes
Full article can be found here: bit.ly/data-driven-performance
@jeffalytics
Calculate the return on your efforts
Return on Analytics worksheet courtesy of: http://bit.ly/ROAnalytics
@jeffalytics
Presenting
@jeffalytics
What you say is important
Addition by subtraction
What you don’t say is even more important
@jeffalytics
Use visuals
More presentation tips
Don’t show your work
Find your champion
Assume others will receive the
rep...
@jeffalytics
Your ideal story has
something for
everyone
@jeffalytics
Solutions
Not problems
@jeffalytics
Pulling it together and presenting results
Image Courtesy of Knowledge Land
@jeffalytics
1) Provide an agenda
@jeffalytics
2) Executive Summary
@jeffalytics
3) Key performance indicators
@jeffalytics
4) Overall summary
@jeffalytics
5) Observations and Implications
Get this report template for free at: bit.ly/reportingtemplate
@jeffalytics
6) Supporting Evidence
@jeffalytics
7) Appendix
Get this report template for free at: bit.ly/reportingtemplate
@jeffalytics
Do More
By doing less
@jeffalytics
Focus on the recipient, get great results
@jeffalytics
Get an Audience
Grow your ideas
@jeffalytics
Our responsibility as marketers
3 Main Points
Why we need stories
Presenting your results
@jeffalytics
Thank You!
jeff@knowledge.land
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