Data Driven CulturePRASAD AJINKYA

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??

ApproachGETTING THINGS DONE THROUGH PROCESS

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!)

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!

“The man who asks a question is a fool for a minute, the

man who does not ask is a fool for life.”

- Confucius

Motto Measure

Monitor

Scale

Dependencies of DataDATA DRIVE DECISION MAKING NEEDS INPUTS

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?

Can you define Goals for them?

Can you define Goals for them?

The Web Analytics process

Define Goals

Build KPIs

Collect Data

Analyze Data

Test Alternatives

Implement

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

Data can address concerns such as ...

Who is my audience? Are they a valuable customer?

Where does the data live?◦ Web logs

◦ Spreadsheets and reports

◦ Desktop databases

◦ Paid channels

◦ Online analytics products

◦ 3rd party aggregators

◦ Enterprise Systems

◦ CRM systems

Know thy Funnels

What is a Sales Funnel?

Prospect

Opportunity

Customer

a visual representation of the steps required to sell your products or services

Digital Funnels are different

Email

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

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 %

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

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

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

PPC ROICost Per Acquisition

◦ Total Cost / Total Conversions in a given time range

ROI multiplier◦ Total Revenues / Total Cost

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

Email

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

Stringing the funnels togetherLaunching multiple campaigns for moving the target audience from one stage to the other Awareness

Trial

Purchase

Repeat Purchase

Evangelist

Thank you!QUESTIONS?