You take all this time to create data visualizations, but the story is still not coming across. You spend hours fabricating elaborate charts and graphs, yet in presentations you’re still grilled with questions from your CMO. Sound familiar? We know the practice of data visualization can be super challenging, and we want to make it easier and more efficient for you. Join Bing’s Purna Virji and Hanapin’s Alaina Thompson as they walk you through tips to save time, improve efficiency, and create lasting and memorable data visualizations. We’re talking beautiful and clear masterpieces that your CMO will hang on the fridge (well, maybe not. But those visualizations won’t leave their minds).

1. 1
www.dublindesign.com
How to Create Memorable
Data Visualizations
HOSTED BY:

2. Presenters
Purna Virji
– Senior Manager of Global Engagement at Microsoft
– Speaker at upcoming HeroConf Philadelphia
– @PurnaVirji
Alaina Thompson
– Senior Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @AlainaPThompson

3. Who is Hanapin?
The digital marketing experts
who create unique solutions to
empower you to be the hero
at your business.
Hanapin also produces PPC Hero and Hero Conf

4. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box
to send us questions.

5. Live Poll Question #1
How long have you been in Digital Marketing?
#thinkppc
A. 0-3 years
B. 4-6 years
C. 7-10 years
D. 10+ years

6. Storytelling with Data

7. Data analysis is all about details, but that is often
where we get lost…

9. So, you build a chart…

11. But We Still Need…
Context.

12. Let’s review:
1. Know Your Audience
2. Tell a Compelling Story
3. Convert Your PPC Speak
4. Make your Visuals Pop
5. Pick Your Tools

13. Know Your Audience
Who is this data visualization
for?

14. Know Your Audience
Who is this
data
visualization
for?
Sr. Digital
Marketer? CMO?

15. Know Your Audience
Ask Yourself:
• What are their primary interests?
• What is their level of knowledge and familiarity
with the data being presented?
• What action are you trying to drive from them?

16. Know Your Audience - Example
Audience: Your client, a senior marketing manager
Interests: His/her boss expects them to deliver at least 20% lead
growth month-over-month. Needs to report on lead type
Our Story/Argument: From our optimizations and strategy since taking
over the account, Bing conversions have increased 40%
Desired Outcome: Increased trust from the client, and additional
budget to spend in Bing

17. Bing Conversions Have Increased 40%

18. Let’s elevate it

19. Leads have grown 40% with a 30% decrease in
Cost/Lead since Hanapin began optimizing

20. Tell a compelling story
Making your
best
practices
even better

21. We know the common charts…
Pie
Bar/Colum
n
LineTables Scatterplot

22. Show a
relationship?
And the traditional best practices
Pie
Bar/Colum
n
Line GraphTables Scatterplot
Compare two
or more items?
Show a
composition?
Show data
distribution?

23. Telling a story with Tables
A table allows us
to see multiple
metrics all at
once.
You can
compare and
contrast how
metrics affect
each other.
Keyword Sum of Impressions Sum of Clicks Sum of Conversions
+smith +scrubs 15937 1740 60
+smith +pants 1236 80 6
+lizard +scrubs 606 71 5
ACME +flexibles 33542 145 3
ACME 4101 5264 53 3
+ultra +scrubs 1243 78 2
+Acme +workwear 2898 26 2
+ACME +scrubs 8207 90 1
+smith +uniforms 421 46 1
+ACME +scrubs +tops 958 30 1
+hq +scrubs 307 50 1
+ACME +worker +scrubs 298 5 0

24. Not as visual
Can be overwhelming – lost in
data
But it still has some drawbacks…
Cons

25. Let’s elevate it

27. Telling a story with Bars & Columns
We’re looking to compare clicks by device type, and this chart clearly
shows the distribution of clicks along those lines
Smartphone
Computer
Tablet
Computer
30000
25000
20000
15000
10000
5000
0
Clicks by
Device
Smartphon
e
Tablet

28. Telling a story with Bars & Columns
Direct data comparison
Great for measuring
categories or groupsPros

29. Telling a story with Bars & Columns
Difficult to read accurately
Care needed in setup of chart to
ensure understandingCons

30. Let’s elevate it – 3 different ways!

31. 1. How can we not just understand
the insights but also prioritize our
actions?

32. 1. Why 100% bar charts don’t always tell the full story

33. Try using the Stacked bar chart instead

34. 2. Now, what if you want to explain
how different elements impacted
performance?

35. Meet your superhero: The waterfall chart

36. aka.ms/waterfall_charts
See how easy they are to create:

37. 3. Or, what if you wanted to
showcase performance by geo-
location?

38. Power BI data visualization

39. Power BI data visualization

40. Convert Your PPC Speak
Tell the story using the lingo
of your audience’s business
goals

41. Convert Your PPC Speak
Digital Marketing Has Lots of Technical
Terms
“Conversion
s are up!”
“Impressio
n Share is
increasing!”“CTR has
declined!”

42. Convert Your PPC Speak
TRANSLATE
!

43. Convert Your PPC Speak
Marketing Directors Want To
Know, “How are leads?”
OR
“How are sales?”
“Is our
messaging
relevant?”
“What are our
competitors
doing?”

44. Convert Your PPC Speak

45. Convert Your PPC Speak

46. Visuals that pop
Make your
pretty
charts even
prettier

47. Score brownie points via customized
colors
1. Most companies have a
brand guide that allows you
to recreate their colors
2. Once you have the numbers
you can customize how the
colour appears on your
graph
3. Et voila! Your graph should
appear in your customized
colors

48. Don’t forget titles!

49. A white border can do wonders for data bars

50. Test Black Background - Make Colors Pop!

51. More Geographic Visualization Options

52. The Most Common Data-Visualization Tools For PPC
Microsoft Power BI Google Data Studio

53. The Most Common Data-Visualization Tools For PPC
Microsoft Excel Google Sheets

54. Connect Your Data!
Microsoft Power BI Google Data Studio

55. Getting Started W/ Data Visualization Tools
1
Choose Your Data
Visualization Tool
Consider the following:
1. Who will be
using the tool?
2. Which tools work
on your
computing
system?
Connect Your Data
Microsoft Power BI
and Google Data
Studio are the most
agile in terms of
connecting data
2
Use The Free
Demos
All of the platforms
we’ve mentioned
provide training
videos for free. You
can also seek help
from 3rd parties on
blogs, LinkedIn, or
YouTube.
3
Automate Your
Data Exports
You can automate
how often the tool
pulls data from
your sources,
allowing you to build
dashboards that
update daily
4

56. To Wrap Up:
1. Know Your Audience
2. Tell a Compelling Story
3. Convert Your PPC Speak
4. Make your Visuals Pop
5. Pick Your Tools

58. Offers!
A. I’d like to receive emails keeping me updated on
Hero Conf.
A. No, thanks.

59. Live Q&A Time!

60. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Bing Ads on Twitter @Bingads
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf

61. Demo: Using
Power BI
For your performance
reports

62. Download a
keyword
performance
report from the
Bing reports
center, including
as many
segments as
you’d like.
Using
Power BI

63. Choose “Get
Data” and use
Excel as your
source. Select
the file you just
downloaded.
Using
Power BI

64. Note: You may
have to delete
the report
details (all rows
above the
header columns)
in your report.
Using
Power BI

65. You can then
start
manipulating
this data with
premade charts
that can help you
analyze and
discover account
trends.
Using
Power
BI