Data In Action

Leveraging the data in product and acquisition decisions

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Understanding the customer

Alice: “This is impossible.”

Hatter: “Only if you believe it is.”

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Impossible thing #1

There is a potion that can make you smaller

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Clone yourself to death

Sure, cloning sells orders

• But:

• Ever decreasing respondent pool

• Cumulative cost per order

• Use the data wisely:

• Touching a former ten months in

a row…

• If your last stop indicates a move,

are you treating the address like

a former or never?

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Impossible thing #2

And a cake that can make you grow

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Data driven segments: Focused, defined mathematically

Statistical techniques to find patterns • Careful use of Indexing of interests

– Understand the market: What defines the community

• CHAID Modeling

– Finding similarities

– Finding opportunities

• 2-Step Cluster Modeling

– Prioritization

– Resources

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Impossible thing #3

Animals that can talk

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Know your customers

Use collected data to understand wants, needs, and consumption

As good as you think you are today, it

isn’t enough for tomorrow

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Impossible thing #4

Cats can disappear

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Data has to be actionable

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Data has to be meaningful

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Impossible thing #5

There is a place called Wonderland

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Actionable data – not numbers but words!

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Actionable data: Product enhancements

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Actionable Data: Adjust the user experience

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Actionable Data: Refined targets

• Ability to attract

• Ability to retain

• Value to company

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Impossible thing #6

I can slay the Jabberwocky

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Data to drive the future

• Not everyone wants what you are selling.

• Some will never even try what you are selling. Ever.

• Some buy you only because you are the least worst choice.

• Some sneak a peak, but won’t buy.

• Some buy you but choose to remain invisible

• (Cash payers: Single copy, web anonymous)

• Some buy the “other guy” and only them

• (Coke vs. Pepsi drinkers)

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Listen to the data

For some people, nothing you can do will…..

…convince them to read your product.

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And in the end…

• Listen to the data

• Gut and intuition aren’t good enough

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Believe in your data

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Now, go slay the Jabberwocky