data driven culture for leaner, meaner online marketing
TRANSCRIPT
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Data Driven CulturePRASAD AJINKYA
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Questions that come to mindWhat needs to be done?
◦ What is the purpose of this meeting?
◦ How does this meeting serve the project’s purpose?
Who is going to do these tasks?◦ Me? Really??
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ApproachGETTING THINGS DONE THROUGH PROCESS
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When in doubt, Let Data decide!Scientific method
◦ Defined process, with defined outcomes
◦ The goal is to improve on the last goal◦ E.g move from 5 leads per day to 10 leads per day
Use data from the current stage◦ Framing hypothesis
◦ Conduct experiments for each hypothesis
Document your learnings◦ Share with all stakeholders (including Devs and Investors!)
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So what are Experiments?Disagreements are opportunities to test
◦ Agree to Disagree or Agree to Test
It’s OK to not know the answer now◦ Test it and get the answer later
Assumptions are okay◦ As long as they are tested
◦ … and corrected!
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“The man who asks a question is a fool for a minute, the
man who does not ask is a fool for life.”
- Confucius
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Motto Measure
Monitor
Scale
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Dependencies of DataDATA DRIVE DECISION MAKING NEEDS INPUTS
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How do you define Goals?◦ Why is this website made?
◦ What do we want our customers to do?
◦ What is our complete sales process/funnel like? Where does the website fit in this?
◦ What is the priority in multiple goals?
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Can you define Goals for them?
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Can you define Goals for them?
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The Web Analytics process
Define Goals
Build KPIs
Collect Data
Analyze Data
Test Alternatives
Implement
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Problems with Data◦ Not enough of it
◦ Too much of it
◦ Don’t trust it
◦ Don’t know what to do with it
◦ We go with the HIPPO anyway
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Data can address concerns such as ...
Who is my audience? Are they a valuable customer?
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Where does the data live?◦ Web logs
◦ Spreadsheets and reports
◦ Desktop databases
◦ Paid channels
◦ Online analytics products
◦ 3rd party aggregators
◦ Enterprise Systems
◦ CRM systems
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Know thy Funnels
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What is a Sales Funnel?
Prospect
Opportunity
Customer
a visual representation of the steps required to sell your products or services
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Digital Funnels are different
Paid Search
Display Ad Natural Search
Mobile
Searched for iPad on Google
Purchased out-of-stock Samsung Tab after scanning QR code in-store
Responded to newsletter link
Returned via a display ad click; picked a product recommendation on site
Came to the site via Natural Search, entered discount code and purchased
Research online and pick up or purchase offline
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Acquistion != ActivationTraffic acquisition is not conversion!
What is the average conversion rate that you see in your campaigns◦ 0 – 2 %
◦ 3 – 5 %
◦ 6 – 10 %
◦ > 15 %
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The Website funnel (Activation)Define the purpose of a website
◦ Is it Leads?
◦ Is it Revenues?
◦ Is it Downloads?
◦ Is it minutes of content consumed?
That goal of the website is activation or conversion
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Search
Searches
• No. of times the phrase was searched in a month
• Fetch from Adwords
Impressions
• No. of times your site was shown in the SERPs
• Fetch from GWMT
• Impression Share as a performance metric
Clicks
• No. of times visitors click and visit your site
• Fetch from GWMT or GA
• Click Through Rate as a performance metric
Conversions
• No. of times the purpose of the site was met
• Fetch from GA
• Landing Page Conversion Rate as a performance metric
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Pay Per Click Search
Searches
• No. of times the phrase was searched in a month
• Fetch from Adwords
Impressions
• No. of times your site was shown in the SERPs
• Fetch from GWMT
• Impression Share as a performance metric
Clicks
• No. of times visitors click and visit your site
• Fetch from GWMT or GA
• Click Through Rate as a performance metric
Conversions
• No. of times the purpose of the site was met
• Fetch from GA
• Landing Page Conversion Rate as a performance metric
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PPC ROICost Per Acquisition
◦ Total Cost / Total Conversions in a given time range
ROI multiplier◦ Total Revenues / Total Cost
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Social
Impressions
• No. of times your updates were shown in social streams
• Fetch from Social Channel’s analytics
Clicks
• No. of times visitors click and visit your site
• Fetch from Social Channel’s analytics or GA
• Click Through Rate as a performance metric
Conversions
• No. of times the purpose of the site was met
• Fetch from GA
• Landing Page Conversion Rate as a performance metric
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Email Sends
• No. of emails you sent
Email Opens
• No. of times TG opens your email
• Fetch from Email Sending software
• Open Rate as a performance metric
Email Clicks
• No. of times TG clicks links in your emails
• Fetch from Email Sending software or GA
• Click Rate as a performance metric
Conversions
• No. of times the purpose of the site was met
• Fetch from GA
• Landing Page Conversion Rate as a performance metric
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Stringing the funnels togetherLaunching multiple campaigns for moving the target audience from one stage to the other Awareness
Trial
Purchase
Repeat Purchase
Evangelist
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Thank you!QUESTIONS?