MARKETING LIKE A QUANT [INBOUND 2014]
description
Transcript of MARKETING LIKE A QUANT [INBOUND 2014]
![Page 1: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/1.jpg)
#INBOUND14
Marketing Like a Quant
Hiten Shah
Crazy Egg & KISSmetrics
![Page 2: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/2.jpg)
#INBOUND14
![Page 3: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/3.jpg)
#INBOUND14
What gets measured, gets managed.
Peter Drucker
![Page 4: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/4.jpg)
#INBOUND14
What Marketing Felt Like
![Page 5: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/5.jpg)
#INBOUND14
![Page 6: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/6.jpg)
#INBOUND14
Data is Everywhere!
Each tool a marketer uses creates even more data to view, understand and analyze.
![Page 7: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/7.jpg)
#INBOUND14
The Opportunity
To make sense of all this marketing data so you can take action.
![Page 8: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/8.jpg)
#INBOUND14
1788
![Page 9: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/9.jpg)
#INBOUND14
The General Store
![Page 10: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/10.jpg)
#INBOUND14
Data about customers existed in people’s brains.
![Page 11: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/11.jpg)
#INBOUND14
1962
![Page 12: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/12.jpg)
#INBOUND14
It's not called the wheel, it's called the carousel.
![Page 13: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/13.jpg)
#INBOUND14
It let’s us travel the way a child travels…
Don Draper
![Page 14: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/14.jpg)
#INBOUND14
![Page 15: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/15.jpg)
#INBOUND14
Data about customers came from panels and focus groups.
![Page 16: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/16.jpg)
#INBOUND14
20542002
![Page 17: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/17.jpg)
#INBOUND14
Hello Mr. Yakamoto, and welcome back to the Gap.
![Page 18: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/18.jpg)
#INBOUND14
How did those tank tops work out for you?
Minority Report
![Page 19: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/19.jpg)
#INBOUND14
Data about customers is stored and acted on by machines.
![Page 20: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/20.jpg)
#INBOUND14
Today.
![Page 21: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/21.jpg)
#INBOUND14
![Page 22: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/22.jpg)
#INBOUND14
![Page 23: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/23.jpg)
#INBOUND14
![Page 24: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/24.jpg)
#INBOUND14
Amazon
![Page 25: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/25.jpg)
#INBOUND14
Audible
![Page 26: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/26.jpg)
#INBOUND14
Uber
![Page 27: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/27.jpg)
#INBOUND14
Provide customers what they want right when it’s needed.
![Page 28: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/28.jpg)
#INBOUND14
Big companies have the resources to throw money, machines and people at the opportunity…
What can you do?
![Page 29: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/29.jpg)
#INBOUND14
![Page 30: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/30.jpg)
1 Identify your marketing opportunities
2 Find the why behind your data
3 Experiment like a scientist
3 Ways To Get Insights From Your Data
![Page 31: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/31.jpg)
#INBOUND14
![Page 32: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/32.jpg)
#INBOUND14
Visits to KISSmetrics.com
![Page 33: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/33.jpg)
#INBOUND14
Signups from KISSmetrics.com
![Page 34: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/34.jpg)
#INBOUND14
Even when our traffic dipped we were able to get more signups.
How did we do it?
![Page 35: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/35.jpg)
#INBOUND14
Conversion Rate of KISSmetrics.com
![Page 36: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/36.jpg)
#INBOUND14
It’s Simple!
Buy Low.Sell High.
![Page 37: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/37.jpg)
#INBOUND14
Sources With Low Traffic And High Conversions
![Page 38: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/38.jpg)
#INBOUND14
Low Traffic, High Conversions
Figure out how to get more traffic from those sources.
![Page 39: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/39.jpg)
#INBOUND14
Sources With High Traffic And Low Conversions
![Page 40: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/40.jpg)
#INBOUND14
High Traffic, Low Conversions
Improve your conversions by A/B testing.
![Page 41: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/41.jpg)
#INBOUND14
Sources With Low Traffic And Low Conversions
![Page 42: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/42.jpg)
#INBOUND14
Low Traffic, Low Conversions
Investigate to see if it’s possible to get more traffic from those sources.
![Page 43: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/43.jpg)
#INBOUND14
Sources With High Traffic And High Conversions
![Page 44: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/44.jpg)
#INBOUND14
Sources With High Traffic And High Conversions
![Page 45: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/45.jpg)
#INBOUND14
Sources With High Traffic And High Conversions
![Page 46: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/46.jpg)
1 Identify your marketing opportunities
2 Find the why behind your data
3 Experiment like a scientist
3 Ways To Get Insights From Your Data
![Page 47: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/47.jpg)
#INBOUND14
![Page 48: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/48.jpg)
#INBOUND14
Find the problems
Why are customers not doing the things you want them to be doing?
![Page 49: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/49.jpg)
#INBOUND14
Why do people cancel?
![Page 50: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/50.jpg)
#INBOUND14
Use Qualaroo.com to ask website visitors questions
![Page 51: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/51.jpg)
#INBOUND14
Why don’t people convert on landing pages?
![Page 52: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/52.jpg)
#INBOUND14
What’s preventing people from signing up?
![Page 53: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/53.jpg)
1 Identify your marketing opportunities
2 Find the why behind your data
3 Experiment like a scientist
3 Ways To Get Insights From Your Data
![Page 54: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/54.jpg)
#INBOUND14
There’s internal debate
![Page 55: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/55.jpg)
#INBOUND14
Everyone has their opinion
![Page 56: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/56.jpg)
#INBOUND14
You just want to do the right thing
![Page 57: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/57.jpg)
#INBOUND14
Eventually somebody says…
Let’s just test it.
![Page 58: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/58.jpg)
#INBOUND14
1 Start with data
2 Make an educated guess
3 Run an experiment
4 Measure your results
5 Decide what’s next
Experiment like a scientist
![Page 59: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/59.jpg)
#INBOUND14
Find the quickest way to get data
![Page 60: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/60.jpg)
#INBOUND14
Create small experiments
![Page 61: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/61.jpg)
#INBOUND14
Test emails by sending to small groups first
![Page 62: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/62.jpg)
#INBOUND14
Find out what’s already worked for you and others
![Page 63: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/63.jpg)
#INBOUND14
Test blog post ideas using social media
![Page 64: MARKETING LIKE A QUANT [INBOUND 2014]](https://reader034.fdocuments.in/reader034/viewer/2022042816/55944c891a28ab4a6f8b45dc/html5/thumbnails/64.jpg)
#INBOUND14
Today.We can all do better
than we did yesterday.