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Google Confidential and Proprietary Google Confidential and Proprietary Data-Driven Storytelling @AdamSinger Analytics Advocate @GoogleAnalytics

Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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Page 1: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Data-Driven Storytelling

@AdamSingerAnalytics Advocate @GoogleAnalytics

Page 2: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Data-Driven Storytelling

@AdamSingerAnalytics Advocate @GoogleAnalytics

Page 3: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

@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

Page 4: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Quick Agenda

● Flood of data● Data viz best

practices● How Google can

help

Page 5: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 6: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

This is your brain on data

@AdamSinger / @GoogleAnalytics

Page 7: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

“Facts Tell Stories Sell”

@AdamSinger / @GoogleAnalytics

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

Page 8: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 9: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Use your data to power the news

@AdamSinger / @GoogleAnalytics

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

Page 10: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 11: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Analysis

1. Filtering

2. Sorting

3. Grouping

Page 12: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Filtering

Page 13: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Sorting

Page 14: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Sorting

Page 15: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Sorting

Page 16: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Sorting

Page 17: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Grouping

Page 18: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 19: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 20: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

source: via informationisbeautiful.net

Page 21: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Visualizations tell the story ...

@AdamSinger / @GoogleAnalytics

Page 22: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

via flowingdata.org

Page 23: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 24: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 25: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 26: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 27: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Google Customer Journey Tool (open sourcing GA data)

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

Page 28: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Shifting Incomes for American Jobs

Via: https://goo.gl/Ky8eTr

Page 29: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Bloomberg shares what’s really warming the Earth

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

Page 30: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

via: http://goo.gl/shaRLK

Page 31: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Our industry is not always great at visualizations...

@AdamSinger / @GoogleAnalytics

Page 32: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

But wait, someone took another stab at it.

OMG - so much better!?

@AdamSinger / @GoogleAnalytics

Page 33: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

A 243% boomer?

@AdamSinger / @GoogleAnalytics

Page 34: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

At least this one has pretty colors

Page 35: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Some are just misleading

Page 36: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

...or correlating random things

Page 37: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 38: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Some are just hopeless...

Page 39: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Bad visualizations happen internally too!

@AdamSinger / @GoogleAnalytics

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

Page 40: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 41: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

What’s the real problem here?

@AdamSinger / @GoogleAnalytics

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

Page 42: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Why not turn busy things like this ...

Page 43: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

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

Page 44: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Or break out the data separately like this...

Page 45: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Actionable takeaways

@AdamSinger / @GoogleAnalytics

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

Page 46: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

How we can help you

Page 47: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

Take your GA data to go via API

Page 48: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

Use apps to beautiful your data via “easy button”

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

Page 49: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

Connectors let you easily put data into viz apps

Page 50: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 51: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 52: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Data Studio 360 Integrations

Page 53: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Check out Google Data Studio at DataStudio.Google.com

Page 54: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 55: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

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

http://datastudiogallery.appspot.com/

Page 56: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Google Trends: Visually see global interest / trends

Start experimenting with trends at:Google.com/Trends

Page 57: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 58: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

@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

Page 59: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Quick Agenda

● Flood of data● Data viz best

practices● How Google can

help

Page 60: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 61: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

This is your brain on data

@AdamSinger / @GoogleAnalytics

Page 62: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

“Facts Tell Stories Sell”

@AdamSinger / @GoogleAnalytics

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

Page 63: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 64: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Use your data to power the news

@AdamSinger / @GoogleAnalytics

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

Page 65: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 66: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Analysis

1. Filtering

2. Sorting

3. Grouping

Page 67: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Filtering

Page 68: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Sorting

Page 69: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Sorting

Page 70: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Sorting

Page 71: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Sorting

Page 72: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Grouping

Page 73: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 74: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 75: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

source: via informationisbeautiful.net

Page 76: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Visualizations tell the story ...

@AdamSinger / @GoogleAnalytics

Page 77: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

via flowingdata.org

Page 78: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 79: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 80: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Page 81: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 82: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Google Customer Journey Tool (open sourcing GA data)

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

Page 83: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Shifting Incomes for American Jobs

Via: https://goo.gl/Ky8eTr

Page 84: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Bloomberg shares what’s really warming the Earth

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

Page 85: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

via: http://goo.gl/shaRLK

Page 86: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Our industry is not always great at visualizations...

@AdamSinger / @GoogleAnalytics

Page 87: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

But wait, someone took another stab at it.

OMG - so much better!?

@AdamSinger / @GoogleAnalytics

Page 88: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

A 243% boomer?

@AdamSinger / @GoogleAnalytics

Page 89: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

At least this one has pretty colors

Page 90: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Some are just misleading

Page 91: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

...or correlating random things

Page 92: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 93: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Some are just hopeless...

Page 94: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Bad visualizations happen internally too!

@AdamSinger / @GoogleAnalytics

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

Page 95: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 96: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

What’s the real problem here?

@AdamSinger / @GoogleAnalytics

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

Page 97: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Why not turn busy things like this ...

Page 98: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

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

Page 99: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Or break out the data separately like this...

Page 100: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Actionable takeaways

@AdamSinger / @GoogleAnalytics

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

Page 101: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

How we can help you

Page 102: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

Take your GA data to go via API

Page 103: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

Use apps to beautiful your data via “easy button”

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

Page 104: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

Connectors let you easily put data into viz apps

Page 105: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 106: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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

Page 107: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Data Studio 360 Integrations

Page 108: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Check out Google Data Studio at DataStudio.Google.com

Page 109: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

Page 110: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source

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

http://datastudiogallery.appspot.com/

Page 111: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

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

Google Trends: Visually see global interest / trends

Start experimenting with trends at:Google.com/Trends

Page 112: Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling

Google Confidential and Proprietary Google Confidential and Proprietary

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