Metrics and measurements to include in slides - Google Analytics Tutorial

- [Instructor] For marketing presentations, data is almost always the foundation. As a marketer, you do a lot of preparation with the metrics before adding them to that deliverable. You have to collect, analyze, interpret and start all over sort of in a cycle. The analysis is the key part and it takes several data platforms, whether it's web analytics, CRM, social data, programmatic ads, so all of the above. You may even have a dashboard already created that shows data from those sources together. But that dashboard is for analysis and not necessarily meant to be a presentation asset. It still takes time to draw insights and conclusions based on it. With a purpose and limitation on time and content of a presentation, you'll have to take everything you have and trim it down. So three things to consider when choosing data are material, message and meaning. Here are the materials or your data. It's the information that led you to what you're communicating. This is so hard, especially, because even the most granular information, is interesting and may contribute to marketing efforts whether it be about user behavior, clicks, creative or something interesting that stands out. The selection of metrics ties back to the theme of your presentation. If it's about discovery, results, call to action or requests. Let's say we're in mid campaign or a quick sprint that needs a call to action presentation, to alter a prospecting campaign. A metric may look great to add like an increase in tablet engagement of pages per website visit but as it needed to make a decision, possibly not because even though it's insightful, site engagement doesn't have to do with our goal of new audience reach right now. Another example could be finding a technical performance insight that page speed for a device is lower and it's affecting conversions. That's especially valuable, but depending on the cadence of site development changes, can your client or your organization really optimize and test the site for browsers or devices before the next launch? If not, it's not actionable with this call to action. So, it belongs somewhere else, outside of our presentation. With message, this is taking advantage of the slide format with copy and delivery. I love thinking about this because it sharing why we chose to show what we did and getting to literally voice or write in our own voice. Beyond choosing material, choosing the message means showcasing the data as customized as you'd like. It's creating a billboard. It's adding content to that numeric information. So as data is being chosen, if you can't imagine what commentary would be said with it, it might not be worth adding it to your presentation. The third one, meaning. It's about making sure that the material and message are interpreted correctly. With data as the material, message as the actionable metric, meaning is including what you expect the intended outcome to be in terms of data. If action is taken, in addition of expected return in data is helpful, even though this data technically doesn't exist and is based off of what has been collected so far. With a focus on material, message and meaning, choosing which metrics and data points to build around will be easier and make a strong foundation for the presentation.