Imagine being an analyst for a digital marketing company

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Imagine being an analyst for a digital marketing company. A new feature (Feature Z) rolled out in 2015 that allows clients to create better ads, and the upcharge for the feature generates added revenue for your firm. The challenge - Feature Z takes time to learn - making it hard to get most clients to buy in. Some improvement appears to exist over time, both in utilization and revenue, but the firm hopes to do more. The head of client support asks is new clients specifically are adopting at the same rate as others. No one had looked at the data from that perspective before, so you and a colleague decide to look for the answer. Your colleague jumps on creating a heat map based on the data provided above. Spend some time looking at the graphic and data in detail. Step 1) Instead of looking first for what is wrong - try to reflect on what your colleague got right. What do you like about the graphic? Write that out in a sentence or two. Step 2) Time for the list of things that are less than ideal in the graphic? Make a list. Step 3) How would you show the data? Download the raw data and share a "starter" view of the graphic you choose as your base. Step 4) Where is the tension in this scenario, and what action do you want your audience (sales/customer service/management) to take to resolve that tension, based on the data? Write that out in a sentence or two. Step 5) You've been asked to provide a single slide for the next sales meeting that tells the whole story. Create that slide, including footnotes of any assumptions you must make for the purposes of this exercise. Be sure to make the action clear to the audience. In the end - embed a copy of the slide in the Word document you submit. “Age of Advertiser” is how long the advertiser has used Feature Z, They make more money once they become comfortable using it – so, not making money early and making more later “The challenge - Feature Z takes time to learn - making it hard to get most clients to buy in. Some improvement appears to exist over time, both in utilization and revenue, but the firm hopes to do more.” “…to do more” means finding sweet spot on when salespeople can tell potential users to expect increases, or help people understand the feature faster – so whether NEW clients adopt the feature faster matters. HINT - Not a heat map.