Archive | WAW Recaps

August 2018 Recap – Storytelling With Ruth Milligan

“They want the Teddy Bear, not the stuffing”.

So what does that mean exactly?? No, it’s not a German translation of an old Steiff company slogan — it’s about putting your audience first and thinking about how to be an effective communicator. It doesn’t have to be a TED talk viewed by millions; any time we speak to a group it’s a chance to hone our communication skills and craft a story that puts our message clearly in minds of our audience.

Our guide and personal Obi-Wan for this excellent session was Ruth Milligan, founder of Articulation executive communication coaching and organizer of TEDxColumbus.

Ruth knows a thing or two about how to communicate with an audience and shared a lot of wisdom with a packed house at Rev1.

They want the Teddy Bear, not the stuffing.

They want the Teddy Bear, not the stuffing.Your audiences want to touch, feel and see your message, they don’t want a cascade of stuffing, thread and other parts that may show your expertise but confuse their understanding. Ruth Milligan‘s presentation will also unpack specific storytelling strategies every data scientist and analyst needs to embrace as it relates to distilling data into information that resonates. She will discuss the critical tenets of content framing for building short talks to lay audiences.Ruth Milligan is an executive communication coach and trainer. She works primarily with leaders delivering consequential communications and trains in content framing, storytelling, public speaking and executive presence. She is also one of the longest running TEDx organizers in the world with Nancy Kramer, having organized and curated TEDxColumbus since 2009. Along with her team at Articulation, her current practice, they have coached over 400 TEDx and TED-style talks. They are known for their work in science, research and data fields, helping researchers, scientists and analysts making their insights accessible to lay audiences. She provided coaching to our speakers for Women in Analytics 2018 and has become a trusted partner to data insight teams at MetLife, Nationwide and Ford as well as coaching a variety of speakers at UnitedHealthCare, EcoLab, Express, Nationwide Children’s Hospital and many groups inside The Ohio State University and Wexner Medical Center.All of our Columbus WAWs are free of charge thanks to the generosity of our sponsors:- Clarivoy- TeamBuilder Search_ Wittenberg University | School of Graduate & Professional Studies M.S. in Analytics- Search DiscoveryA/V support, including a Facebook Livestream of the event, provided by Mixt Media

Posted by Columbus Web Analytics Wednesdays on Wednesday, August 15, 2018

Ruth’s slides are available below (most of the videos she showed are included as links in the slides):


The big takeaways:

  • Make sure your presentation has a clear “Why?”
  • Boil down your presentation to one idea (if you truly have multiple ideas, you have multiple presentations)
  • Limit yourself to three supporting points
  • Kill the bullet points!

The talks that Ruth mentioned were:

Casey Brown – know your worth
Chip Kidd – designing books
Eli Pariser – beware filter bubbles
Sam King – infectious diseases
Yiem Sunbhanich – data is the new seat belt

Articulation’s YouTube channel (including the short videos from the talk).

Join us next month on September 12th when Katie Sasso from the Columbus Collaboratory will talk about experimental design and machine learning.

Also don’t forget about the Market Research Exchange’s Fall Conference downtown at the Columbus library on September 21st!

June 2018 Recap – Mastering Google PLAs with Samuel Johnson

At June’s meetup Samuel Johnson from Adept Marketing got deep into Google Product Listing Ads. He showed us that despite what it might look like at first, there really are a lot of ways to optimize PLAs. And considering the growing domination of PLAs in search results (76% of US retail search ad spend, and over 85% of clicks according to Adthena), if you are selling stuff online you should start learning more about PLAs! Certainly your competitors are.

Samuel showed the group a couple of interesting case studies including lots of great tactical details. This being cbuswaw, when the implementation details come out so do the questions — and I believe we may have set a record in terms of total questions asked during a talk. Samuel was there with the answers — as well as an additional magic trick of turning the content of his slides to snow with the wave of his hand:

 

Minor technical glitches aside I think everyone learned a lot about PLAs including some really interesting optimization details you won’t come across every day!

We are taking July off but will be back in August with Ruth Milligan.

May 2018 Recap – The Future of Analytics

It’s undeniable that the world of analytics is rapidly evolving, so our May event dove into what that really means. Third time #cbuswaw speaker Mike Amer gazed into his crystal ball and shared his thoughts on the subject:

The topic was actually prompted by a discussion he had with Dave Culbertson at a WAW earlier this year, when Dave asked, “Should I be worried that AI is going to take my job?” Mike’s conclusion, “Dave, you’re probably old enough that you’re okay, but there are plenty of younger folk who need to assess what their job is, because AI will be eliminating a lot of tasks (the drudgery ones, mostly) that we do today.”

Ultimately, we need to be very cognizant that any analytics-related technology or capability can be plotted somewhere on the Gartner Hype Cycle:

It can be tricky, in the moment, to figure out exactly where a particular technology falls. But, they all follow this pattern — ramping up to grossly inflated expectations before cratering into the trough of disillusionment.

What’s not really new is “the math.” Humankind figured out calculus 300 years ago (although whether Gottfried Liebniz or Sir Isaac Newton should get credit for that can be debated):

In short:

  • The volume of data being generated doubles every year
  • The tools are getting better and better at managing that data
  • Natural language processing is coming on strong, BUT
  • We’re a lonnnng way from Skynet, and we’re a lonnnng way from AI being effective at storytelling
  • While AI will be taking on drudgery/tedious tasks sooner rather than later, there is still plenty of work to be done in analytics that requires human thought

As always, it was an engaged crowd, including an unintentional display of rabbit ears:

And, as always, there was good food and drink:

April 2018 Recap – Winning Holidays in Paid Search with Rob Barto

It was Christmas in April at CBUSWAW! Not because it has been snowing again, but because Rob Barto from Search Discovery came down from the far north (Cleveland) with the gift of paid search knowledge for any big event on your business’ calendar. But really, it can also stop snowing now.

Speaking of calendars, before Tim introduced his fellow Discoverer Rob he ran down our local upcoming analytics events:

First Rob ran down some quick hits on overall strategy like: plan ahead as far as you reasonably can, but be prepared to pivot quickly once your campaigns actually get going (so is he Santa Claus or Clausewitz? I’m getting my metaphors mixed up). Then Rob ran through a set of 3 detailed case studies showing some pretty incredible holiday results in both paid search and SEO.

Rob pointed out that while indeed some of these results were pretty eye-popping (1,000% lift anyone?!?!) good results are not usually the result of a single magic marketing bullet, but a full-court press across all possible angles of paid search and SEO. Want to do great on Black Friday? Well, you better start thinking about how you might approach that this Friday, and start thinking about all the different things that might help you do so, like maybe:

  • Offline conversion tracking
  • AdWords dynamic search ads
  • Timers in ads showing how long until an event happens or how long an event has left
  • More logical and actionable account structures
  • Smarter retargeting (like not showing ads to someone who has already purchased, or bidding more on existing customers, etc.)

Getting fantastic results like the ones Rob showed might require getting all of those items right and then some, or it might be something totally different for you! It’s a question of taking best advantage of the tactics that might fit your campaign and product best and then testing those ideas and working with the client.

To complete the holiday theme Tim then proceeded to hand out gifts for good questions from the audience, though let’s face it, they all were pretty good questions!

March 2018 Recap – Facebook Offline Measurement with Monish Datta

To celebrate 10 years of Columbus Web Analytics Wednesdays we realized there could be no better speaker than CBUSWAW legend Monish Datta. Sure, Monish might now be the Monetization Product Marketing Team Manager at Facebook, but we knew him way back when — and he hasn’t forgotten his Ohio roots. Managing to escape from New York just ahead of yet another late season snowstorm on the east coast, Monish stopped by to drop a whole bunch of knowledge about how Facebook is dealing with offline measurements such as store visits and offline conversions.

Despite our feelings that online commerce is taking over everything, online retail only accounts currently for about 10% of all transactions! This is why understanding what happens in “the real world” and bringing that gap between offline and online activity is so important. This is tricky stuff — not because there is any one piece of the technology puzzle that is so complex, but because there so many different data sources, touch points, and privacy concerns.

An engaged crowd asked some tough questions about how this type of measurement works and Monish was ready with answers. As a group many of us had experience working with Facebook Ads of multiple types, but very few had ventured into this area of offline activity. Despite threats to pivot to talking about himself — there were many answers to be had, and only a couple of “we can’t disclose that”s.

Ultimately, Monish described this sort of real-world activity as an “offline pixel” where, with the right data integrations, we can start to think about offline activity in some of the same ways we think about online activities — as those two different arenas continue to overlap more and more.

We hope to see everyone next time at Rev1 in April when Rob Barto from Search Discovery will talk about holiday paid search planning! It’ll be Christmas in April, with hopefully some less Christmas-like temperatures.

 

February 2018 Recap – Segmentation with CBUSWAW

For February we did something a little different. No speakers, but instead a bit of group introspection… in the form of Dave Culbertson asking questions and the audience going into different corners of the room depending on their answers. No dunce hats, not even for those who are clearly using the wrong type of phone while eating the wrong type of candy. It was a fun time, we swear!

But first, a quick run-down of upcoming analytics events:

We’ve done this kind of segmentation report before, back in May of 2014, so we decided to ask the same questions again and see how things have changed. Turns out it’s a pretty hard thing to keep asking the exact same questions the same way each time (props to Gallup, asking the same questions in the same way for over 80 years), but we did our best.

Some interesting findings:

  • Analysts continue to come from a pretty mixed background! “None of the above” remained our top first career job (chart #1 below).
  • We were split 50%/50% on iPhone vs. Android, whereas last time we were significantly more iPhone, 65%/33% (#4).
  • LinkedIn is where it’s at for professional social networking, at 92%! (#6).
  • For tools – our percentage of Google Analytics users was down, but “Other” was way up. This “Other” includes people who considered analysis tools like Tableau or R to be their primary rather than a traditional web analytics data platform like GA (#8).
  • A “What’s the deal with Nutella…?” bit is part of Dave’s standup routine he’s currently workshopping (#18).
  • Email reigns supreme for our desert island marketing channel (#17). Not sure how we’ll be receiving that email on that desert island, but we’re working on it (literal mail chimps?).
  • The distribution of our birthdays (#15) show either analysts tend to be Geminis at very high rates — or possibly one needs to be careful about drawing too many conclusions from small sample sizes.

So without further ado, let the data puking commence!

2018 vs 2014 CBUSWAW Audience Segmentation

 

See everyone next time, when Facebook’s Monish Datta returns to town to talk about how Facebook is exploring offline signals that consumers generate.

January 2018 Recap – Truth in Attribution with Clarivoy

We welcomed in the new year at Web Analytics Wednesday with a further exploration of one of the toughest topics around, attribution. In spite of the cold temperatures, the crowd gave Chris Kerr and Rick Otten from Clarivoy a warm welcome — and were rewarded with a wide array of information both about attribution in general and the challenges of marketing in the automobile space.

Chris picked up from where Jason Packer left off at our November event with a further discussion of the need to move past single-point attribution models to multi-touch. Chris also discussed the some of the details of the user journey in the car purchase process and stepped through some real-world examples with data.

Knowing the effectiveness of your different marketing channels is always a good idea — and car dealerships show some great examples of why this is so important. Many dealerships spend significant amounts in a wide variety of different channels to reach a buyer for a “high consideration” product that is bought offline — so these issues that we all face can be magnified in challenging ways.

Rick then took to the stage to present his 3 “W”s to WAW:

  1. Who is using the site?
  2. Where did they come from?
  3. What are they doing on the site?

Knock-knock jokes aside, Rick hit us with a lot of specifics of how tracking can work from the legit and well-established (you know, cookies) — to the scarily sketchy (hidden auto-completes, etc.).  Then took us through some analyst catnip with a few interesting data visualizations, including a crowd favorite dandelion chart crated by Gephi.

Truth in Attribution: Building the Bridge Between Hype and Reality

Truth in Attribution: Building the Bridge Between Hype and RealityIt’s a new year, but we’ll be looking at the oldest and toughest of questions in marketing: which ads work and which don’t? We all want solutions, not speculation, but how do we get there to find some truth amongst all the hype?Clarivoy is the auto industry’s most trusted source of truth for marketing campaign optimization (and stalwart CBUSWAW sponsor).Join VP of Engineering Rick Otten and VP of Sales Chris Kerr to hear about how Clarivoy blends offline and online automotive consumer activity into actionable reports for their clients. They will discuss some of the TV and sales data models they have developed as well as some of the challenges faced in collecting and processing large volumes of data every month.All of our Columbus WAWs are free of charge thanks to the generosity of our sponsors:TeamBuilder Search | Wittenberg University | ClarivoyA/V support, including a Facebook Livestream of the event, provided by Mixt Media (mixtmedia.co)

Posted by Columbus Web Analytics Wednesdays on Monday, January 22, 2018

Video courtesy of Mixt Media.

We also welcomed two new sponsors for 2018. Continuing sponsors Clarivoy and TeamBuilder Search were joined by the Wittenberg University M.S. in Analytics Program and Search Discovery.

Please join us next month when we will do some segmentation experiments on the group itself!

 

November 2017 Recap – Attribution 101 with Jason Packer

Our November event was part 1 of a loose 2-part series (with part 2 coming in January, because not even attribution will get in the way of our annual holiday event in December!). For our November event, Jason Packer of Quantable walked through the basics of marketing channel attribution.

“Basics” undersells the content a bit. Among other aspects of the subject that Jason covered:

  • How “attribution” questions often really turn out to be (cross-device / cross-session) user identification questions
  • How even imperfect efforts at attribution (which all attribution will be) is still better than no attribution
  • That “last click” is attribution… but it’s the form of attribution that is perhaps the closest to no attribution and the farthest from perfect attribution
  • The two fundamental approaches to attribution: heuristic (the “pick your weighting” approach offered in the free version of Google Analytics) and data-driven, or algorithmic (if you’re working with Shapley values or Markov chains, then you’re in the data-drive world of attribution)
  • That not all heuristic approaches are created equally, including an explanation as to why some make more intuitive sense than others

 

See the full slide deck below:


 

Or, check out a video of Jason’s presentation courtesy of Mixt Media:

Attribution 101

Attribution 101Attribution. It’s been a hot topic for couple years now, and we all have heard that we should be doing it… but what exactly is it? And if last-click is so terrible, then why are so many of us are still using it? Before making any decisions about how to implement attribution analysis we need to understand what the basics are and what our options are.Join Jason Packer of Quantable Analytics (and 3rd place in the semi-annual cbuswaw organizer Connect Four tournament) as he takes us through topics like:– When do I need multi-touch attribution?– How do I get at the data in Google Analytics?– What’s the difference between data-driven and rules-based models?All of our Columbus WAWs are free of charge thanks to the generosity of our sponsors:TeamBuilder SearchAdeptClarivoyA/V support, including a Facebook livestream of the event, provided by Mixt Media.

Posted by Columbus Web Analytics Wednesdays on Wednesday, November 15, 2017

 

Some links for further reading:

October 2017 – Brand Measurement with Brian Aubert

For October, we had Brian Aubert from Ohio State University Marketing talk about brand measurement on a shoestring. “On a shoestring? We are talking about the Ohio State University, right?” you might ask, but as we learned back at our August event from Brian’s compatriot Elaine, OSU is a big complicated place with a lot of different units to serve and a lot of different messages to get a across with limited marketing resources.

It’s OK to be a Hufflepuff

We know that brands are incredibly valuable, and OSU is no exception to that — so how do you measure brand health?? It would be nice to have a single number with a red or green change arrow, but as Brian’s journey has informed us it’s a long road to that kind of simple-seeming metric. Perhaps if you are like Brian’s previous employer Chase with giant piles of cash and backrooms filled with statistics PhDs it can be a little easier, but it’s a challenge for anyone.

Brian laid out some of the components of OSU’s brand measurement strategy including:

  • Comparing OSU to benchmarks: both highly comparative (let’s beat Michigan in Twitter shares too!) and aspirational… but maybe not too aspirational.
  • Getting visibility into social activity by segment. OSU is a brand with a very disparate set of “products”. Teasing out individual units from athletics and big news events is a tricky task requiring a lot of hard work.
  • Moving into more survey-based research.

 

 

OSU has upgraded “the 3 Rs” to 4: Reputation, Recognition, Relevance, Resonance.

OSU’s brand health measurement is still in its nascent stages, so at the end of the talk we then had an extended Q&A session when alums and non-alums alike got to pepper Brian with good questions about how OSU got where they are with brand measurement and where they are going.

Brand Measurement on a Shoestring

Brand Measurement on a ShoestringHave you heard of The Ohio State University? Of course you have! But which marketing investments move the needle on brand recognition? How does Ohio State recognize (and quantify) that movement?So many digital analysts focus on sales, leads, conversions…but why not brand health?It’s another Web Analytics Tuesday at Rev1!Join Ohio State’s Brian Aubert, Senior AVP of Strategic Capabilities in University Marketing, as he describes his personal journey from driving direct response to embracing brand health measurement. See what he’s learned along the way and how you can start developing measurement frameworks (and a little digital analytics elbow grease) to understand the brand impact of your marketing efforts.

Posted by Columbus Web Analytics Wednesdays on Friday, October 20, 2017

Thanks to Darin at Mixt Media for the livestream video!

 

 

Join us again in November when Jason Packer will give us an intro class on attribution!