Advanced Marketing Analysis with Mekko.Graphics - Data-Driven Insights
"Discover how Mekko.Graphics empowers marketing managers with unique charting capabilities for in-depth data analysis, highlighting year-over-year changes, overall growth trends, and computing growth by product lines. Drive informed decisions and insights in your marketing strategies."
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Presentation Transcript
TOOLS FOR MARKETING David Goldstein President, Mekko Graphics david@mekkographics.com
Introduction Mekko Graphics is used by marketing managers at consumer goods and B2B companies Category managers use it to develop data-driven insights to share with retail customers Marketing staff use it to explore market opportunities and report to senior management Mekko Graphics supports chart types and features that are valuable for marketing analyses and not found in PowerPoint or Excel: Marimekko chart Bar Mekko chart Cascade, waterfall or bridge chart Data rows, data columns and CAGR columns that align with the chart Axis breaks, growth lines and comparison lines Mekko Graphics has over 15 years experience satisfying the charting needs of: Strategy consultants Private equity firms Strategy and marketing professionals at Fortune 500 companies 2
Showing Year Over Year Changes 200 10 160 20 150 30 100 100 50 0 Last Year's Revenue Incremental Advertising Incremental Promotions Line Extensions This Year's Revenue A cascade (aka bridge or waterfall) chart captures factors that caused changes from one period to the next. Changes can be positive or negative. The changes can also be represented as stacked bars to divide them by customer segment or product line. 3
Highlighting Overall Growth 150 CAGR +47% CAGR +47% 130 110 50 100 60 60 50 20 80 50 40 Vertical1 Vertical2 0 Year1 Year2 Year3 Adding a growth line to a stacked bar chart highlights the percentage change over time. Mekko Graphics can calculate an absolute, percentage or CAGR (computed annual growth rate) change. 4
Computing Growth by Product, Channel or Vertical CAGR Year1-Year3 145 150 15 14% 125 15 50 36% 100 60 70 10 50 20 80 26% 50 40 0 Year1 Year2 Year3 Adding a CAGR column allows you to show growth by product line, channel, or industry vertical. The column is automatically aligned with the appropriate data series. Mekko Graphics includes a formula for CAGR calculation. 5
Focus on Year Over Year Changes +16% +16% +79% +79% 145 150 15 125 15 50 100 60 70 10 50 20 80 50 40 0 Year1 Year2 Year3 Bar comparison lines focus attention on changes between any two time periods. They can be shown as an absolute vale or a percentage. 6
Add Related Data to the Chart 145 150 15 125 15 50 100 60 70 10 50 20 80 50 40 0 Year1 Year2 Year3 Overall Market Share 22% 24% 25% Add a data row to show a measure that relates to your chart, but doesn t fit in your chart. The row will automatically align with your bars. 7
Manage Outlier Data 10 1,060 1,060 20 1,050 1,040 30 1,030 1,020 1,010 1,000 1,000 0 Last Year's Revenue Incremental Advertising Incremental Promotions Line Extensions This Year's Revenue An axis break helps you focus on the data most relevant to your analysis. In this example, the revenue changes are highlighted by reducing the size of the overall revenue bars. 8
Map Your Market $627M $531M $365M $284M Total = $1,960M 100% Others $28M Others $43M Others $24M Co2 $30M Co7 $35M Co8 $41M Co6 $51M Co4 $33M Others $103M Co9 $56M 80 Co3 $35M Co8 $58M Co3 $50M Co2 $36M Co4 $67M 60 Co6 $39M My Company $37M Co6 $63M Co10 $76M Co8 $41M Co5 $69M Co4 $43M 40 Co7 $45M Co5 $92M Co10 $73M Co6 $49M Co5 $50M 20 My Company $184M My Company $142M My Company $62M Co8 $52M 0 Region1 Region2 Region3 Region4 Map a market along by region and competitor or along any two dimensions with a Marimekko chart. The bar (column) widths are proportional to the region size and the segment areas are proportional to the sales by competitor and region. Find the biggest competitors in each region and identify white space opportunities. 9
Learn More To learn more about creating persuasive charts, download the free Mastering Chart Selection Guide, which includes a 30-day trial of the Mekko Graphics software. Questions or Comments? Join us on Facebook or Twitter and say hello!
