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
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 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?
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