Data Visualization for Marketers

33mBeginner2019-01-18

Authors

Ian Lurie

Founder and CEO of Portent, a digital marketing agency

Course details

When marketers showcase cluttered, confusing charts in their presentations, they can obscure the meaning behind the data—and worse, lose their audience's attention. In this course, learn how to showcase marketing data in engaging ways. Veteran marketer Ian Lurie steps through how to create compelling data visualizations, providing tips that can help you craft clear, concise, and action-oriented marketing presentations. As Ian goes over good and bad examples of marketing reporting, he shares best practices for reducing mental tasks for your audience by removing redundant data ink, using color effectively, and finessing the typography in your presentation. Plus, learn how to show trends over time, determine which visualization to use, create time-saving Excel templates, and more.

Learning objectives
Summarize the mantras of “removing” and “reducing.”
Identify the best font type to use on slides and charts.
Explain the undesirable effects of context manipulation.
Recall which type of chart is most effective at showing trends over time.
Recognize the best practices strategy for organizing a report.

Skills covered

Data VisualizationPersonaData ScienceBusiness Analysis and StrategyBusiness Software and Tools

Concepts

0. Introduction

01 - Marketing reporting
02 - The three rules

1. Data in Action

03 - Reducing mental tasks
04 - Removing non-data ink
05 - Removing redundant data ink
06 - Using color
07 - Typography

2. Working with the Data

08 - Creating a dashboard
09 - Showing ROAS
10 - Showing a trend over time
11 - Highlighting datapoints

3. Presenting the Data

12 - The three sins of context
13 - Which visualization to use and when
14 - Moving charts to PowerPoint
15 - Structuring reports
16 - Creating templates

Conclusion

17 - The wrap-up