Some of the best data analysts are marketing professionals.
Marketing teams track and pay attention to a huge amount of performance data including customer engagement, lead capture, audience interactions, events and website data. Each of these areas has several key performance indicators (KPI) including bounce rate, cost per lead, marketing qualified leads and blog views.
Marketing teams build spreadsheets and dashboards and share them with executives and other department leads to provide weekly performance data. To communicate this data in the most effective way, marketing teams often focus on the numbers.
Unfortunately, numbers only tell half the story — literally. Many executives worry that they’re being snowballed when confusing data is thrown at them. We all know this results in meetings and more meetings. To effectively communicate its message, you will need to make data consumption easy and simple. Here are some easy tips to communicate analytics results.
User Friendly Data
Many marketing teams make the mistake of overloading their audiences with numbers. While numbers and statistics are an important part of your analytics, they won’t bear any meaning if you don’t translate that meaning to your audience.
Executives and other departments won’t have a clear understanding of these numbers. Your job is to explain what these numbers mean and why they should care about them.
First step is to provide a simple and easy access to summary data. This is the “I GET IT” moment. This is crucial to get the user’s attention and have him spend more time.
Organize your data into categories to help you show — and tell — the significance of the numbers.
Create a Narrative
What? So what? Now What?
Everybody loves the story — especially your company’s executives. People need an empathetic reason to invest in something. According to the MIT Sloan Review, “the empathic use of data enables companies to be, in effect, left-brained and right-brained simultaneously. The data provides the bridge that allows the rational (left side) to communicate with the emotional (right side).”
Numbers without narration is a like a good story without a plot. The example below starts to give you the big picture and leads the user to important KPIs – conversion and views.
Keep It Simple
Another big mistake many marketing teams make is overloading audiences with too much data. Marketing teams live and breathe their data. Others? Not so much.
e.g User want to look at page views by site, event, contact, and opportunity. We can keep it simple with one view and have the user interact with the visualization.
In 2012, the Harvard Business Review performed a study on the correlation between simplicity and customer interaction. They found “the single biggest driver of stickiness, by far, was ‘decision simplicity’ — the ease with which consumers can gather trustworthy information is key. Simple but not Simpler is the mantra.
Make Relevant Connections
Data doesn’t mean much without its interpretation and identying correlation and patterns. For example, interconnect how website performance is related to audience interaction and customer renewal. Executives love the correlation between activities and actions that lead to results.
Example below correlates deal size, win rate by count and amount to see if there is a pattern.
Let’s face it: Everyone is super productive when they can make informed decisions.