creating an authentic customer connection: data-driven strategic storytelling

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Data-Driven Storytelling

@AdamSingerAnalytics Advocate @GoogleAnalytics

Data-Driven Storytelling

@AdamSingerAnalytics Advocate @GoogleAnalytics

@AdamSinger / @GoogleAnalytics Google Confidential & Proprietary

AgendaWho is @AdamSinger / why are you listening to me?

● Analytics Advocate, Google● Blogger, TheFutureBuzz.com, Analytics Columnist, ClickZ● Previous role: Digital Director, LEWIS PR

Quick Agenda

● Flood of data● Data viz best

practices● How Google can

Your ancestor was a lizard ( your brain still is).

This is your brain on data

@AdamSinger / @GoogleAnalytics

“Facts Tell Stories Sell”

source: via Reddit: http://goo.gl/dzYArG

Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics

Storytelling w/ data is how you stand out on the web

OKCupid used data to share dating trends: viral growth, media attn, millions of users, industry disruption >> $50m acquisition by Match

Use your data to power the news

Waze data is used by TV U.S. news stations across the US. Powerful, free marketing for their app.

Before we talk more about visualization, let’s talk analysis.

Analysis

1. Filtering

2. Sorting

3. Grouping

Filtering

Sorting

Grouping

How to tell your story with data in 6 steps:

1. Define Audience

2. Create Hypotheses

3. Sketch

4. Get data

5. Explore data

6. Tell the Story

source: via informationisbeautiful.net

Visualizations tell the story ...

via flowingdata.org

Google Customer Journey Tool (open sourcing GA data)

Try the tool at: https://goo.gl/irdya8

Shifting Incomes for American Jobs

Via: https://goo.gl/Ky8eTr

Bloomberg shares what’s really warming the Earth

via: http://www.bloomberg.com/graphics/2015-whats-warming-the-world/

via: http://goo.gl/shaRLK

Our industry is not always great at visualizations...

But wait, someone took another stab at it.

OMG - so much better!?

A 243% boomer?

At least this one has pretty colors

Some are just misleading

...or correlating random things

Design, icons & data are cool - but it’s overwhelming!

Some are just hopeless...

Bad visualizations happen internally too!

From my friend Ian Lurie’s presentation here: http://goo.gl/LahP2v

What’s the real problem here?

1. Creators know too much

2. It’s a “last mile effort”

3. Some are checking a box

4. Trying to spin numbers

5. And yeah, some people just don’t care

Why not turn busy things like this ...

Into something clear & concise like this:(via http://flowingdata.com “visualize this” challenge”)

Or break out the data separately like this...

Actionable takeaways

1. Keep charts & graphs simple

2. Tell user what to take away

3. Call out % change

4. Don’t spin data, ever!

5. Report as part of process

6. Right data, right stakeholder

7. Be creative, have fun

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How we can help you

Take your GA data to go via API

Use apps to beautiful your data via “easy button”

https://create.visual.ly/graphic/google-analytics

Connectors let you easily put data into viz apps

Google Data Studio

CONNECT VISUALIZE SHARE

Data Studio 360 workflow

Create reports and dashboards- Flexible reporting- Answer questions- Monitor the business

Manage your data- Access- Transform- Govern

Data Sources Tool Reports Tool

Data Studio 360 Integrations

Check out Google Data Studio at DataStudio.Google.com

We’ve done the work for you in the Solutions Gallery

http://datastudiogallery.appspot.com/

Google Trends: Visually see global interest / trends

Start experimenting with trends at:Google.com/Trends

Thank You! ….Additional Resources:

Blogs● Official GA blog: analytics.blogspot.com

Dashboards / custom reports / advanced segments● google.com/analytics/gallery/

Take our MOOC! (free, on-demand)● analyticsacademy.withgoogle.com

Ask me questions anytime:● @AdamSinger on Twitter