Using data to understand your customer base

Luke Coleman @ltcoleman

Saturday, February 23, 13

Small Data vs. Big Data

• All data is the same, cost is the only factor

• You could lease the IBM 350 for $3,200 per month

• First consumer 5mb hard drive in the 1980’s was well over $3000

Saturday, February 23, 13

Analytics to understand your customer

• Analytics is the discovery and communication of meaningful patterns in data

• These patterns allow you to understand your customers

• What is the most popular analytics platform?

Saturday, February 23, 13

Google Analytics

• Google owns your data

• Premium costs ~150k / year

• Google deals with hosting your analytics solution ( capacity issues )

Saturday, February 23, 13

Piwik

• Piwik is the major open source alternative to Google Analytics

• You host the solution

• You own the data

• Free

• More flexibility

Saturday, February 23, 13

Test Flight App

• iOS SDK

• Beta testing

• Analyze usage through checkpoints & feedback

• Crash reports

Saturday, February 23, 13

TestFlight LIVE

• Crash reports

• Engagement

• Usage data

• Revenue

Saturday, February 23, 13

TestFlight LIVE

• Crash reports

• Engagement

• Usage data

• Revenue

Saturday, February 23, 13

Analytics with A/B testing

• What is A / B testing?

• Without data, how useful would A / B testing be?

• Optimizely

Saturday, February 23, 13

A / B testing• What do you normally

want to test?

• The call to action’s wording, size, color, and placement

• Headline or product description

• Form’s length and types of fields

Saturday, February 23, 13

A / B testing

• Layout and style of website

• Product pricing and promotional offers

• Images

• Amount of text

Saturday, February 23, 13

A / B testing

• Smashing Mag : Ultimate Guide

• Obama campaign

• Obama digital team used ~500 a / b tests over 20 months

• Increased donation conversions by 49% and sign up conversions by 161%

Saturday, February 23, 13

Obama form test

Saturday, February 23, 13

Obama form test

Saturday, February 23, 13

Obama headline test

Saturday, February 23, 13

Obama headline test

Saturday, February 23, 13

Obama image test

Saturday, February 23, 13

Obama image test

Saturday, February 23, 13

A / B testing

• Obama digital team analyzed their data and gained valuable insights into UX/ UI best practices

• Many times people want to second guess the results

• As long as your data pool is large enough, the data does not lie

Saturday, February 23, 13

Q & A

Follow me! @ltcoleman

Saturday, February 23, 13