We've talked a lot about how to measure the outcome of your marketing efforts and how to evaluate whether your campaigns were effective. You can set up reports, use dashboards, conduct experiments, and perform analysis. But there will come a point where you have to summarize your findings and insights and communicate it to other members in your team, or maybe to a client. In this video, we'll focus on how you can best approach this. Imagine you've set up your campaigns, you've run your metrics, and you have your findings and now you've been asked by your manager to present your results to senior leadership. What do you show them? Create a presentation that's going to tell the story of your campaign from start to finish, not just the results, because they would be meaningless outside of the context of the campaign. You wouldn't talk about how you made $10,000 from the campaign without talking about what actions you took to get there, what customer behavior resulted in the $10,000 and whether $10,000 in sales was a good result? Your presentation also isn't going to be a passive look at slides and slides of data. You want to tell the narrative of what you did and show a through line from goals, to campaign, to results, to implications for the future. In addition to narrating what actions you took and what the data said, your job is also to draw conclusions from the data. Explain how you got those conclusions, and show how those conclusions will affect decisions going forward. Ten slides of data to senior leadership won't be helpful, but 10 slides telling them how your actions affected their bottom line and increased sales will. Think of your presentation as following a story, or as loosely following the scientific method, where you come up with a question or a goal around a set of actions, you execute the actions, gather data and metrics around the actions, and then create new questions and goals. In our story, you start with a Smart Goal. You create a Campaign, you evaluate results of the campaign, and you formulate Insights. These insights can be the inspiration for a new campaign to achieve a new goal. First, you always want to start with the goals you determined for the campaign, as this will set up the premise of the story moving forward. Where you're looking to increase brand awareness, or gain 25 percent more sales during the quarter, or see if you can get 5,000 new unique visitors to your website during a specific month; starting with your goals and why you set them, will give you a baseline to build from as you tell your campaigns story. Next, explain how those goals turned into campaign objectives, which will move the story forward towards what actions you took in your campaigns. If you were looking to increase brand awareness, you made a plan for an awareness campaign. If you wanted to gain 25 percent more in sales, you made a plan for a conversion campaign. If you want to get more visitors to decide, you made a plan for a consideration campaign. By explaining this, it shows how you turned your goals into actionable items. Additionally, now would be the time to speak about the KPIs you are going to track in order to measure the success of your campaign. For brand awareness, you'll track ad recall lift. For sales, you'll track specific conversion events. For more visitors, you'll track link clicks, landing page views, or reach. This shows that you were thinking about your results even before you set up your campaign and knew which metrics you would eventually track to assess your results. Now is the time to talk about the specifics of your campaigns. Your audience probably won't need to get in the weeds about bidding processes, the various ad placement options, or all the different settings you tweaked in ads manager. But there are a few things you definitely want to include. Show the creative you used: it helps people a lot if they can visualize what you are referring to and everyone likes to see the final ads you showed. An overview of the characteristics of the audience you delivered it to, on which platforms it ran, how long it lasted and finally, how much you spent on it. This will help your audience understand the actions you took according to your goals and objectives without losing them in the details. Now, you'll present your results. It's always useful to go over where you gathered your data from. Ads Manager, Google Analytics, etc. So your audience knows that you covered your bases in terms of gathering data to analyze. Also, if you ran any experiments like A/B or hold out tests for instance, or extra analysis like an attribution study, you would want to let them know that too. You wont present every data point you have, but you'll focus on the ones that really matter. These are the metrics you should include if you have them. First, your KPIs, basically the metrics that represent your results. Your costs, it's important that you let people know what you spend, your return on ads spent or ROAS and maybe if you have it also ROI and finally, any effectiveness data. If you conducted a holdout or brand survey test or used media mix modeling or attribution discuss those results as well. Next, it's important to tell the story your data tells you. To do that, I suggest you ask yourself the following questions and answer them in your presentation. First, did I reach my goal? Did I do so for a reasonable cost? The answer may be yes or no, and that's okay. Next, ask yourself whether there's any particular audience or any part of your campaign that seems to stand out in terms of results. Maybe you did not reach your overall goal, but you reached it among a certain group, maybe a certain ad worked better with some people than with others. Next, evaluate what you learned and how that insight will influence your next steps. Let's look at a few examples. Imagine you find that you didn't meet your brand awareness goal, you can show how while your awareness campaign had a large reach, recall was low in general, but when you break down your results a bit more, you find that for one particular demographic, recall was a lot higher. Now you can find out why the brand resonated with them and not with others and whether that segment could be your new target audience. The money you spent on a brand awareness campaign might not have given you the results you wanted, but might have given you insights that will produce much more sales later on if you target those customers correctly. In another example, you may find that you hit your website traffic goal, but in a Facebook attribution study, you found that some of your organic Facebook posts had a substantial effect on the results and were responsible for a lot of the traffic. Explain how in the future you will make organic posts on your Facebook page a larger effort and how he may try to increase the following for the page, now that you've seen how much of an effect posts can have. Or in yet another example, you hit your goal of 25 percent increase in sales, when you dig into the data, you can see that the increase was not due to new customers you targeted in one ad set, rather, it was related to existing customers you retargeted with a different kind of messaging. In fact you realized that your company had had a cart abandonment issue and it looks like you are able to solve that and use that to your advantage to increase sales. In the future, you'll make retargeting a core part of your campaign strategy. As you can see from these examples, when you tell your data story or convey your insights, it's important that you look beyond the average data points and try to assess different segments or breakdowns of your data. That will help to reveal the full story and develop real insights that can help you in the future. To do that, these three steps will help. First, evaluate whether you reached your goal, then break down the results by audience characteristics or segments, and then apply the insights you find to steps you can take in the future. Be sure to present your data in clear, engaging visual ways that communicate your results. We'll go over some best practices for data visualization in the next lesson. Finally, expand on your future planning, unless you had a highly successful campaign, you won't run the same campaigns exactly as you did before. Show your setup new goals and objectives based on what you've learned or if you have similar goals, state how you do things differently in the future to increase results and reduce costs based on what you know now. Including all of these elements into your presentation will allow you to give a comprehensive overview of your goals, objectives, plans for measurement, actions taken, what you found in the data, and what the next steps forward are. Following this framework will also ensure that you're telling an easy to follow, complete story of your campaign to your audience.
