How to structure your marketing & analytics data presentations for a big analysis

You've analyzed a ton of data. You have massive charts and some key insights and recommendations. Now what? How do you structure all of this information into a story for your stakeholders. I'm a huge fan of building your presentation around a framework. Why? It helps to align your insights to the business giving your work significant focus and making it more likely people will listen to what you have to say.

This is especially important for large analysis, where you may have insights that span the entire customer journey or significant parts of it. So what do you do next?

Step 1: Decide on a framework. There are several frameworks you can use:

See think do care

AARRR (pirate metrics)

Acquisition, Behavior, Outcomes

Step 2: Decide on what metrics to focus on. In other words, which metrics are tied to the business outcomes? You should focus on these.

Step 3: What insights can you gleam from the data? In other words, the problem you are solving for. What’s important? What were the targets and did you reach them or fall short?

Step 4: Forecast what would happen if the stakeholders followed your recommendations. How many more customers convert? What is your projected revenue? In other words, what is the impact to the bottom-line. This isn't easy and don't be afraid to ask others for help.

Step 5: Then build your presentation. Focus on what insights you have gained and build up to the projections you have made.

Here is a simple outline using the Acquisition > Behavior > Outcomes framework:

Now it’s up to you how to visualize and display your presentation. Sometimes this is more of an art, then science but pay particular attention to important visualization principles. Good luck!