making data informed decisions - alyson murphy
DESCRIPTION
At a time when people throw around the term "data-driven" frequently, people often get lost in how to use data wisely. This presentations covers the structure for how to make a data informed decision.TRANSCRIPT
Making Data Informed Decisions
Alyson Murphy
@Moz @AlysonMurphy
At Moz we create inbound marketing software
@AlysonMurphy#DEast13
All of your data in one place
@AlysonMurphy#DEast13
In sexy reports
@AlysonMurphy#DEast13
To help you do better marketing
@AlysonMurphy#DEast13
Let’s talk about data
@AlysonMurphy#DEast13
You have data
@AlysonMurphy#DEast13
A lot of data
@AlysonMurphy#DEast13
But where to start
@AlysonMurphy#DEast13
Let’s just start digging!
You look at stuff
@AlysonMurphy#DEast13
And more stuff
@AlysonMurphy#DEast13
And get lost
@AlysonMurphy#DEast13
And more lost
@AlysonMurphy#DEast13
Then the question…
@AlysonMurphy#DEast13
What should I look at?
Data-driven doesn’t mean data should drive
@AlysonMurphy#DEast13
Have a Strategy
@AlysonMurphy#DEast13
Not a Data StrategyA Company Strategy… that data helps inform
Make Data-Informed Decisions
@AlysonMurphy#DEast13
1.Strategize2.Generate Ideas3.Prioritize4.Research5.Deploy6.Evangelize & Iterate
1. Strategize
@AlysonMurphy#DEast13
Value to customers
Goal
KPIs
Dashboard
2. Generate Your Ideas
@AlysonMurphy#DEast13
The Team
Dev
Design Data
Marketing
2. Generate Your Ideas
@AlysonMurphy#DEast13
The Team
Dev
Design Data
Marketing
Let’s be ThinkGeek
@AlysonMurphy#DEast13
1. Strategize
@AlysonMurphy#DEast13
Value to customers
Goal
KPIs
Dashboard
Purchases
Personalize
Make Geeks Geekier
Project #1
@AlysonMurphy#DEast13
Improve featured products
Project #2
@AlysonMurphy#DEast13
Persist preferences in the sort order
Project #3
@AlysonMurphy#DEast13
Personalize emails
2.5 Take a look at your projects
@AlysonMurphy#DEast13
Improve the featured products
Persist preferences in the sort order
Personalize emails
Then the question…
@AlysonMurphy#DEast13
How do I know which projects will create the biggest impact?
3. Prioritize Your Ideas
@AlysonMurphy#DEast13
ProjectRevenue Difference
Amount of Work
Prioritization Score
Improve Featured Products $5,500 $1400 $4,100
Persist Preferences in Sorting $4,000 $1400 $2,600
Personalize Emails $3,500 $2000 $1,500
Sort By THIS
3. Prioritize Your Ideas
@AlysonMurphy#DEast13
ProjectRevenue Difference
Amount of Work
Prioritization Score
Improve Featured Products $5,500 $1400 $4,100
Persist Preferences in Sorting $4,000 $1400 $2,600
Personalize Emails $3,500 $2000 $1,500
4. Research Your Idea
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
4. Research – Design
@AlysonMurphy#DEast13
Data
Research
Design
Data
4. Research – Design
@AlysonMurphy#DEast13
4. Research – Data 1
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
4. Research – Data 1
@AlysonMurphy#DEast13
4. Research – User Testing
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
4. Research – User Testing
@AlysonMurphy#DEast13
None of these products interest me.
- Jane Why are these products featured?
- Roberto
I didn’t even see the featured products.
- Martin
4. Research – Data 2
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
4. Research – Data 2
@AlysonMurphy#DEast13
4. Research – Design 2
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
4. Research – Design 2
@AlysonMurphy#DEast13
4. Research – Dev
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
5. Deploy Your Ideas
@AlysonMurphy#DEast13
AB Test
Analyze & Recommend
Make the decision
5. Deployment – AB Testing
@AlysonMurphy#DEast13
AB Test
Analyze & Recommend
Make the decision
If it’s worth working on,It’s worth testing
@AlysonMurphy#DEast13
5. Deployment – AB Testing
@AlysonMurphy#DEast13
Test Cell Population Successes Success Rate
Control 10,000 502 5.02%
Variation 10,000 711 7.11%
Statistically significant difference!
5. Deployment – Recommendation
@AlysonMurphy#DEast13
AB Test
Analyze & Recommend
Make the decision
5. Deployment – Recommendation
@AlysonMurphy#DEast13
GO WITH THIS ONE!
5. Deployment – Decision
@AlysonMurphy#DEast13
AB Test
Analyze & Recommend
Make the decision
5. Deployment – Decision
@AlysonMurphy#DEast13
6. Celebrate and Evangelize
@AlysonMurphy#DEast13
Recap
@AlysonMurphy#DEast13
Data is in every step of the decision
Recap
@AlysonMurphy#DEast13
Data is in every step of the decisionData helps many teams
Recap
@AlysonMurphy#DEast13
Data is in every step of the decisionData helps many teamsData helps inform the decision
Recap
@AlysonMurphy#DEast13
Data is in every step of the decisionData helps many teamsData helps inform the decisionData does not make the decision
Thanks for Watching!@AlysonMurphy