TOOLS FOR MARKETING David Goldstein President Mekko Graphics

TOOLS FOR MARKETING David Goldstein President, Mekko Graphics david@mekkographics. com

Introduction • Mekko Graphics is used by marketing managers at consumer goods and B 2 B companies • • • Mekko Graphics supports chart types and features that are valuable for marketing analyses and not found in Power. Point or Excel: • • • 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 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 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 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 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 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 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 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 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!