it: Looking at the heatmap data in Hotjar, we could see that most visitors to the homepage clicked on "Where to Buy", a small link in the top left corner. Surprisingly, the most important button on the page, "Design & Price", got ver was not aligned with what users actually wanted and needed. This example summarizes the data and inference in a logical order and sets us up in the next section to discuss what we recommended to the client. Short side note: It's a pet peeve to me when people look at the data and say people are confused" like it's a cold, hard fact. There is a big difference between observation and inference. The best you can do is analyze the data, come up with a hypothesis, and test to see if your recommendations work. Grumble. 3. Cut employee email list the jargon. Focus on peopleDigital marketing is about connecting people with solutions that matter to them. Remember this when telling your story. The benefit of positioning the story from one person's point of view is that you're more likely to resonate with a variety of audiences. Think about it: there are myriad specialties in digital marketing. So even if your audience is in the field, some may specialize in paid media, and therefore not understand hyper-specific analytics terms (or vice versa). Filling a case study with jargon can alienate more people than you think. That said, most people have had the experience of visiting a website and taking action. Tell the story through the lens of its impact on people (you or your client's audience) and you'll cast a wider net. Examples: