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Data Driven Culture презентация
Содержание
- 1. Data Driven Culture
- 2. Questions that come to mind What needs
- 3. Approach GETTING THINGS DONE THROUGH PROCESS
- 4. When in doubt, Let Data decide! Scientific
- 5. So what are Experiments? Disagreements are opportunities
- 6. “The man who asks a question is
- 7. Motto Measure Monitor Scale
- 8. Dependencies of Data DATA DRIVE DECISION MAKING NEEDS INPUTS
- 9. How do you define Goals? Why is
- 10. Can you define Goals for them?
- 11. Can you define Goals for them?
- 12. The Web Analytics process
- 13. Problems with Data Not enough of it
- 14. Data can address concerns such as ...
- 15. Where does the data live? Web logs
- 16. Know thy Funnels
- 17. What is a Sales Funnel? a visual
- 18. Digital Funnels are different
- 19. Acquistion != Activation Traffic acquisition is not
- 20. The Website funnel (Activation) Define the purpose
- 21. Search
- 22. Pay Per Click Search
- 23. PPC ROI Cost Per Acquisition Total Cost
- 24. Social
- 25. Email
- 26. Stringing the funnels together Launching multiple campaigns
- 27. Thank you! QUESTIONS?
Questions that come to mind What 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
Слайд 2Questions that come to mind
What 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??
How does this meeting serve the project’s purpose?
Who is going to do these tasks?
Me? Really??
Слайд 4When 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!)
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!)
Слайд 5So 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!
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!
Слайд 6“The man who asks a question is a fool for a
minute, the man who does not ask is a fool for life.”
- Confucius
- Confucius
Слайд 9How 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?
What is our complete sales process/funnel like? Where does the website fit in this?
What is the priority in multiple goals?
Слайд 13Problems 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
We go with the HIPPO anyway
Слайд 15Where does the data live?
Web logs
Spreadsheets and reports
Desktop databases
Paid channels
Online analytics
products
3rd party aggregators
Enterprise Systems
CRM systems
3rd party aggregators
Enterprise Systems
CRM systems
Слайд 17What is a Sales Funnel?
a visual representation of the steps required
to sell your products or services
Слайд 19Acquistion != Activation
Traffic acquisition is not conversion!
What is the average conversion
rate that you see in your campaigns
0 – 2 %
3 – 5 %
6 – 10 %
> 15 %
0 – 2 %
3 – 5 %
6 – 10 %
> 15 %
Слайд 20The 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
Is it Downloads?
Is it minutes of content consumed?
That goal of the website is activation or conversion
Слайд 23PPC ROI
Cost Per Acquisition
Total Cost / Total Conversions in a given
time range
ROI multiplier
Total Revenues / Total Cost
ROI multiplier
Total Revenues / Total Cost
Слайд 26Stringing the funnels together
Launching multiple campaigns for moving the target audience
from one stage to the other
