Generate interest and action with analytics presentations - Google Analytics Tutorial

- [Instructor] Every marketing campaign is different and crafted to have specific goals of its own. So not all presentations about that marketing data should be prepared or deliver the same. And this is especially true for analytics presentations. It's a big topic right now in marketing and for a good reason. Marketing data presentations require extra care and strategy beyond presentation basics, to plan the story, to connect with your audience, and to achieve your goal in one session or deliverable. All with the result to gain engagement and clear next steps with the data. Marketing analytics is at a mature stage right now, platforms abilities are constantly expanding and making more marketing data collection possible and accessible. But the more platforms and data that you have as a marketer, even if you have full access to all marketing data, or it's kept in a neat and tidy data warehouse, it's getting more and more important to have data communication skills with all the tools that are available to you. So it's more than being a data driven marketer who can achieve things like analyzing performance and using data to optimize conversions. And it's also not just about data visualization and reporting results, all of which are extremely important. Data informed presentations are in an interesting middle ground there of visualization, reporting, and storytelling. And data presentations can apply to a large portion of fields and industries. For example, it's one of the top initiatives for journalists right now who are different types of storytellers. And like a journalist as a marketer you need to use data to explain, inform, call to action or uncover insights. The ability to present data and information in an understandable, succinct, and engaging way is incredibly valuable to you. As a data point, 70% of the American workforce say that these types of skills are essential. This metric was from Forbes, but there are other surveys that even get into the mid 90s percent range. When creating marketing data deliverables, there are situations where a presentation will either revolve completely around data, or when data is a key part to support what you're presenting and really no matter what your marketing presentation is about, even if the main focus is not analytics or campaign results, adding interesting and relevant information and data points, can make a presentation more engaging and memorable. But it does create a challenge. For presentations, you need to communicate ideas or actions verbally with accompanying text or images that people can recognize or relate to. With the addition of data, it's the switch in mindset for the whole process that can cause something of a creator's block or writer's block. The challenge is presenting a lot of rich information in a short amount of time, or a compact deliverable as well as presenting calculations data points and conclusions, in an easy to read format, no matter how familiar the audiences with the data. Something to think about is that numbers and data can also have some baggage. It might sound simplistic, but discussing calculations or numeric information, can sometimes cause subconscious stress for some people, right at the start. Not everyone is going to be 100% comfortable or 100% certain of the same calculations and metrics as you are. So not only are we focusing on the data, we're focusing on the clarity and approachability of it from a slide standpoint. To build on that it may require more visuals and more content to consume and comprehend all in a short amount of time. To get going with inspiration, it's useful to first know where you're headed. Here's some examples of types of presentations that require data, communication and design. This could be getting buy-in on digital marketing strategy or budget, driving interest in insight with market research or industry research, or sharing successes and opportunities from your marketing results and analysis. Recognizing challenges and risks like this, will make planning easier and the presentation building more efficient.