data that persuades: ses sf 2012
Post on 21-Oct-2014
5.806 views
DESCRIPTION
My presentation on data visualization best practices.TRANSCRIPT
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San Francisco| August 13–17
Data that persuades How to prove your point
Ian Lurie CEO, Portent
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ME: @PORTENTINT
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portent.co/sesdata
Yes, like this, no ‘m’.
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This presentation is certified 100% bullet-free.
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San Francisco | August 13–17, 2012 | #sessf
@portentint
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If you wouldn’t do this
@portentint
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Why the @#$! would you do this?
@portentint
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Alfalfa Timothy Hay
Chewy Treats
Pigloos
Jun-‐12
Jul-‐12
Aug-‐12
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THIS IS NOT ANALYSIS
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@portentint
@#$!@!!! off, Ian
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WHY I CARE AND YOU SHOULD, TOO
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DATA = FOOD
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Data good!!!
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More data better!!!
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Whoa, hey now, let's not get
personal.
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INNUMERACY
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INNUMERACY DATA LUNACY
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YOUR CAREER ISN’T ABOUT BEING
RIGHT
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YOUR CAREER IS ABOUT BEING
UNDERSTOOD
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IF YOU WANT TO PERSUADE PEOPLE
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BE THE PERSON THEY ACTUALLY UNDERSTAND
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HERE’S HOW YOU DO IT
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LIZARD. APE. HUMAN.
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VISCERAL BEHAVIORAL REFLECTIVE
From The Design of Everyday Things, Donald Norman
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it's true. I'm a visceral guy.
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not as smart as humans? Whatever.
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does this mean I'm an apex
predator? Sweet!
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WHAT. WHY. NEXT.
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PPC SEO E-‐mail Begging May-‐12 $669.00 $643.00 $1,005.00 $767.00 Jun-‐12 $850.00 $1,500.00 $647.00 $1,074.00 Jul-‐12 $2,500.00 $2,340.00 $619.00 $687.00
WHAT: SEO & PPC are on an upswing.
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WHAT: SEO & PPC are on an upswing. WHY: Content, landers.
New landers launched July 1.
SEO content strategy ongoing as of May 1.
PPC SEO E-‐mail Begging May-‐12 $669.00 $643.00 $1,005.00 $767.00 Jun-‐12 $850.00 $1,500.00 $647.00 $1,074.00 Jul-‐12 $2,500.00 $2,340.00 $619.00 $687.00
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WHAT: SEO & PPC are on an upswing. WHY: Content, landers.
New landers launched July 1.
SEO content strategy ongoing as of May 1.
PPC SEO E-‐mail Begging May-‐12 $669.00 $643.00 $1,005.00 $767.00 Jun-‐12 $850.00 $1,500.00 $647.00 $1,074.00 Jul-‐12 $2,500.00 $2,340.00 $619.00 $687.00
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Why?
0.40%
1.10% 0.75%
1.00% 1.00%
4.00%
5.00%
0%
1%
2%
3%
4%
5%
6%
Jan-‐12 Feb-‐12 Mar-‐12 Apr-‐12 May-‐12 Jun-‐12 Jul-‐12
PPC Conversion rate
Landers go live June 1
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$616.00
$1,067.00 $1,146.00
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
May-‐12 Jun-‐12 Jul-‐12
SEO performance
Why?
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Test more landers.
Continue SEO. There’s a lag.
Next
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WHAT. WHY. NEXT.
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ESTABLISH CONTEXT
@portentint
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
May-‐12 Jun-‐12 Jul-‐12
SEO & PPC performance
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$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
Sales by channel
May-‐12
Jun-‐12
Jul-‐12
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9 WAYS TO GIVE GREAT DATA
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DON’T MAKE THEM READ
@portentint
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PPC SEO E-‐mail Begging May-‐12 $669.00 $643.00 $1,005.00 $767.00 Jun-‐12 $850.00 $1,500.00 $647.00 $1,074.00 Jul-‐12 $2,500.00 $2,340.00 $619.00 $687.00
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
May-‐12 Jun-‐12 Jul-‐12
SEO & PPC performance
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FOLLOW TUFTE’S LAWS
@portentint
Above all else, show the data. Maximize data-ink ratio. Erase non-data ink. Erase redundant data ink. Revise and edit.
From The Visual Display of Quantitative Data, by Edward Tufte
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ABOVE ALL ELSE, SHOW THE DATA
@portentint
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
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MAXIMIZE DATA-INK RATIO
@portentint
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
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NO HAMMER PANTS!!
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
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REMOVE NON-DATA INK
@portentint
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
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REMOVE REDUNDANT DATA INK
@portentint
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$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
![Page 56: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/56.jpg)
REVISE & EDIT
@portentint
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$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
![Page 58: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/58.jpg)
$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-‐mail Begging
Sale by channel
May-‐12
Jun-‐12
Jul-‐12
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$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
Sales by channel
May-‐12
Jun-‐12
Jul-‐12
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@portentint
From The Visual Display of Quantitative Data, by Edward Tufte
FOLLOW TUFTE’S LAWS
Above all else, show the data. Maximize data-ink ratio. Erase non-data ink. Erase redundant data ink. Revise and edit.
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USE SMALL MULTIPLES
@portentint
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$-‐
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
May-‐12 Jun-‐12 Jul-‐12
Sales by month
PPC
SEO
E-‐mail
Begging
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$-‐ $200.00 $400.00 $600.00 $800.00
$1,000.00 $1,200.00 $1,400.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$-‐ $200.00 $400.00 $600.00 $800.00
$1,000.00 $1,200.00 $1,400.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$-‐ $200.00 $400.00 $600.00 $800.00
$1,000.00 $1,200.00 $1,400.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$-‐ $200.00 $400.00 $600.00 $800.00
$1,000.00 $1,200.00 $1,400.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
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$750.00
$800.00
$850.00
$900.00
$950.00
$1,000.00
$1,050.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$1,040.00
$1,060.00
$1,080.00
$1,100.00
$1,120.00
$1,140.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$1,120.00
$1,130.00
$1,140.00
$1,150.00
$1,160.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
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$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$850.00
$950.00
$1,050.00
$1,150.00
$1,250.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
![Page 66: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/66.jpg)
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
![Page 67: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/67.jpg)
BSG despair-o-meter E
pis
od
e q
uali
ty 9 9 9
1-‐5 6-‐10 11-‐15 16-‐20
Season 1
9 8 9 9
1-‐5 6-‐10 11-‐15 16-‐20
Season 2
10 9 9 7
1-‐5 6-‐10 11-‐15 16-‐20
Season 3
7 6 4 2
1-‐5 6-‐10 11-‐15 16-‐20
Season 4
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USE NATURAL COLORS
@portentint
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$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
![Page 70: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/70.jpg)
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
![Page 71: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/71.jpg)
USE CONTRASTING NATURAL COLORS
@portentint
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http://portent.co/NHy5QD
From Tim Beard
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$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
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SAY NO TO PIE CHARTS
@portentint
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Orders by channel
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Orders by channel
0
10
20
30
40
50
60
70
SEO PPC E-‐mail Display Direct
![Page 77: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/77.jpg)
USE CONSISTENT PROPORTIONS
@portentint
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$750.00 $950.00
$1,150.00 $1,350.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00 $950.00
$1,150.00 $1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
![Page 79: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/79.jpg)
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
![Page 80: Data that persuades: SES SF 2012](https://reader033.vdocuments.mx/reader033/viewer/2022060106/5446b28cb1af9fd33a8b469e/html5/thumbnails/80.jpg)
BSG despair-o-meter E
pis
od
e q
uali
ty 9 9 9
1-‐5 6-‐10 11-‐15 16-‐20
Season 1
9 8 9 9
1-‐5 6-‐10 11-‐15 16-‐20
Season 2
10 9 9 7
1-‐5 6-‐10 11-‐15 16-‐20
Season 3
7 6 4 2
1-‐5 6-‐10 11-‐15 16-‐20
Season 4
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GO 45 DEGREES
@portentint
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$-‐
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
Jan-‐11 Feb-‐11 Mar-‐11 Apr-‐11 May-‐11 Jun-‐11 Jul-‐11 Aug-‐11 Sep-‐11
Sales
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SHOW TRENDS
@portentint
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$-‐
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
Jan-‐11 Feb-‐11 Mar-‐11 Apr-‐11 May-‐11 Jun-‐11 Jul-‐11 Aug-‐11 Sep-‐11
Sales
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$-‐
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
Jan-‐11 Feb-‐11 Mar-‐11 Apr-‐11 May-‐11 Jun-‐11 Jul-‐11 Aug-‐11 Sep-‐11
Sales
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DON’T BE THESE GUYS
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0
1,000
2,000
3,000
4,000
5,000
6,000
$-
$1,000.00
$2,000.00
$3,000.00
$4,000.00
$5,000.00
$6,000.00
$7,000.00
Dec
-10
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep
-11
Oct
-11
Nov
-11
Clic
ks
Spen
ding
Total Clicks Compared to Total Monthly Spending
Historical Average Clicks
0 2 4 6 8 10 12 14 16 18
$-
$1,000.00
$2,000.00
$3,000.00
$4,000.00
$5,000.00
$6,000.00
$7,000.00
Dec
-10
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep
-11
Oct
-11
Nov
-11
Con
vers
ions
Spen
ding
Conversions Compared to Total Monthly Spending
Spending Conversions
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OR
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0
5
10
15
20
Dec
-10
Feb-
11
Apr
-11
Jun-
11
Aug
-11
Oct
-11
Conversions
$-
$2,000
$4,000
$6,000
$8,000
Dec
-10
Feb-
11
Apr
-11
Jun-
11
Aug
-11
Oct
-11
Spend
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DON’T BE THESE GUYS
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Jan Feb March April May June July Aug Sep Oct Nov Dec 2008 319 405 667 926 1,121 913 817 520 433 331 267 204
2009 239 780 992 1,073 889 862 722 567 199 133 86
2010 253 397 618 741 573 456 463 402 370 333 192 153
2011 217 322 511 640 931 793 603 526 390 357 250 262
2012 339 405 581
0
200
400
600
800
1,000
1,200
Uniqu
e Visitors
Monthly PPC visitors
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AN OBLIGATION