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Ian Lurie
@portentint
ian@portent.com
Ian Lurie
@portentint
ian@portent.com
portent.co/datapres
FIRED
FIRED
LOVE YOU GUYS,
BUT WHERE ARE
THE RESULTS?
DATA GOOD!
DATA
NO ONE
UNDERSTANDS
IS JUST INK
HO HUM
DATA
UNDERSTOOD
BECOMES KNOWLEDGE
DATA
UNDERSTOOD
BECOMES ACTION
A BRIEF INTERLUDE
ABOUT OUR BRAINS
@portentint
RATIONALITY
EMOTION
INSTINCT
PRESENT DATA
TO EACH BRAIN
2. REACT
1. SEE
CLARITY
3. INTERPRET
PERSPECTIVE
CLARITY
PERSPECTIVE
@portentint
YOU FIRED!
2 MENTAL TASKS
YOU ROCK!
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!
@portentint
$1,200.00
$1,000.00
$800.00
May-12
Jun-12
$600.00
Jul-12
$400.00
$200.00
$-
PPC
SEO
Begging
sniff.
$1,200.00
$1,000.00
$800.00
May-12
Jun-12
$600.00
Jul-12
$400.00
$200.00
$-
PPC
SEO
Begging
3D = BLEAH
$1,200.00
$1,000.00
$800.00
May-12
Jun-12
$600.00
Jul-12
$400.00
$200.00
$-
PPC
SEO
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
Begging
Sales by channel
my eyes!!!
gaaaaah.
$1,200.00
May-12
$600.00
Jun-12
Jul-12
$-
PPC
SEO
Begging
YOU FIRED!
Sales by channel
$1,200.00
May-12
$600.00
Jun-12
Jul-12
$-
PPC
SEO
Begging
USE CONTRASTING
NATURAL COLORS
Sales by channel
$1,200.00
May-12
$600.00
Jun-12
Jul-12
$-
PPC
SEO
Begging
DO I NEED THESE?
$1,200
$1,000
$800
May-12
$600
Jun-12
Jul-12
$400
$200
$-
PPC
SEO
Begging
@portentint
$1,000
$800
May-12
$600
Jun-12
Jul-12
$400
$200
$-
PPC
SEO
Begging
$1,200
May-12
$600
Jun-12
Jul-12
$-
PPC
SEO
Begging
$1,200
May-12
$600
Jun-12
Jul-12
$-
PPC
SEO
Begging
May-12
$600
Jun-12
Jul-12
$-
PPC
SEO
Begging
YOU ROCK!
Romney
Obama
Onsite SEO
Effort
Analytics
Social Media
Content
Time
CLARITY
PERSPECTIVE
YAWN. WHAT'S MY
MOTIVATION HERE?
PUT IT IN PERSPECTIVE
ESTABLISH CONTEXT
CONTEXT MATTERS
CONTEXT MATTERS
Pre-convention Avg
Pre-convention Avg
ANSWER MEH
FACEBOOK AD SPEND
TIME
FACEBOOK IS DUMB.
STOP BUYING ADS.
MEH
REVENUE
TIME
OH.
TIME
FACEBOOK AD SPEND
Romney
Obama
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
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
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
OH.
ENABLE DRILL-DOWN
CLARITY
PERSPECTIVE
LEARN EXCEL
20
15
10
20
15
10
0.01
0.008
0.006
0.004
0.002
0.01
0.008
0.006
0.004
0.002
TRIMMEAN()
0.01
0.008
0.006
0.004
0.002
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!!!
CLARITY
PERSPECTIVE
LEARN
TUFTES LAWS
YOUR CAREER IS
NOT JUST
ABOUT BEING
RIGHT
UNDERSTOOD
COMMENCE HECKLING
@PORTENTINT
IAN@PORTENT.COM
PORTENT.CO/datapres