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How to Build a Data Driven Company - Josh Braaten - SearchLove 2014

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  • 1. Josh Braaten CollegisEducation.com @JLBraaten
  • 2. • Director of Inbound Marketing, Collegis Education • Vice President of Minnesota Search Engine Marketing Association • Co-Founder of Glass en Masse
  • 3. Three times as likely to execute decisions as intended Source: Forbes,The Big Data Boom: Is Your Company Ready? October, 2013
  • 4. Impressions * Click-Through Rate = Clicks = Visits * Conversion Rate = Conversions * Average Transaction Value = Revenue – Expenses = Profit Internet Math is Business Math
  • 5. Sent Emails * Open Rate = Opens * Click-Through Rate = Clicks = Visits * Conversion Rate = Conversions * Average Transaction Value = Revenue – Expenses = Profit Internet Math is Business Math
  • 6. # of Tweets * Avg Retweet Rate = Twitter Impressions * Twitter Click-Through Rate = Clicks = Visits * Conversion Rate = Conversions * Average Transaction Value = Revenue – Expenses = Profit Internet Math is Business Math
  • 7. Impressions * Click-Through Rate = Clicks = Visits * Conversion Rate = Conversions * Average Transaction Value = Average Revenue per Quarter * Number of Quarters – Quarterly Expenses = Profit Internet Math is Business Math
  • 8. Twice as likely to use data very frequently when making decisions Source: Forbes, The Big Data Boom: Is Your Company Ready? October, 2013
  • 9. Without a System, All Issues Look the Same Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 ue 10 Issue #1 e Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 Issue #10 Issue #2 Issue #7 Issue #9 Issue Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 #8 #9 Issue #10 Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 Issue #10 Issue #2 Issue #7 Issue #9 Issue #6Issue Issue #4 Issue #1 #7 Issue #3 Issue #9 Issue #6 Issue #7 Issue #3 Issue #5 Issue #7 Iss # Issu #5 #3 Issue #7 Iss # Issue #7 Issue #2 Issue #10 Issue #4 Issue #1 Issue #4
  • 10. Issues Reported by Students Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 Issue 6 Issue 7 Issue 8 Issue 9 Issue 10 Issue 11
  • 11. Issues Reported by Students with Drops Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 Issue 6 Issue 7 Issue 8 Issue 9 Issue 10 Issue 11
  • 12. Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 Issue 6 Issue 7 Issue 8 Issue 9 Issue 10 Issue 11 Issues Reported by Students with Drops Public Enemy #1
  • 13. Issues Reported by Students with Drops Issue 4 Issue 1 Issue 2 Issue 7 Issue 3 Issue 5 Issue 8 Issue 9 Issue 10 Issue 11 Issue 6
  • 14. Source: The New York Times, What Wal-Mart Knows About Customers’s Habits November, 2004 “Start predicting what’s going to happen, instead of waiting for it to happen.” -Linda Dillman, Walmart, 2004
  • 15. Source: Forbes, How Target Figured Out a Teen Girl Was Pregnant Before Her Father Did February, 2012
  • 16. Guest ID # Credit Card Name Email 1000000001 xxxx-xxxx-xxxx-4243 Josh Braaten jlbraaten@gmail.com 1000000002 xxxx-xxxx-xxxx-3053 John Doe johndoe@gmail.com 1000000003 xxxx-xxxx-xxxx-1836 John Smith john@aol.com
  • 17. Getting Systems in Order is Both Easy and Hard Unique Customer ID
  • 18. Source: Fast Company, Jawbone Tracked Hundreds of Thousands of Up Users to Find the Most Sleep-Deprived States December, 2013
  • 19. Without It, Everything Looks Like This Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 ue 10 Issue #1 e Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 Issue #10 Issue #2 Issue #7 Issue #9 Issue Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 #8 #9 Issue #10 Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 Issue #10 Issue #2 Issue #7 Issue #9 Issue #6Issue Issue #4 Issue #1 #7 Issue #3 Issue #9 Issue #6 Issue #7 Issue #3 Issue #5 Issue #7 Iss # Issu #5 #3 Issue #7 Iss # Issue #7 Issue #2 Issue #10 Issue #4 Issue #1 Issue #4
  • 20. Issues Reported by Students Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 Issue 6 Issue 7 Issue 8 Issue 9 Issue 10 Issue 11
  • 21. Issues Reported by Students with Drops Issue 4 Issue 1 Issue 2 Issue 7 Issue 3 Issue 5 Issue 8 Issue 9 Issue 10 Issue 11 Issue 6
  • 22. Issues Reported by Students with Drops Issue 4 Issue 1 Issue 2 Issue 7 Issue 3 Issue 5 Issue 8 Issue 9 Issue 10 Issue 11 Issue 6 Public Enemy #1
  • 23. Source: Wired, Mark Zuckerberg’s Letter to Investors: “The Hacker Way” February, 2012 “The Hacker Way is an approach to building that involves continuous improvement and iteration. Hackers believe that something can always be better, and that nothing is ever complete. They just have to go fix it — often in the face of people who say it’s impossible or are content with the status quo.” - Mark Zuckerberg, Facebook, 2012
  • 24. An Analytics Swiss Army Knife Provides Insights Segment Traffic CR(%) Goal Completions Products 80,000 4% 3,200 Locations 50,000 6% 3,000 Home 225,000 1% 2,250 New Customers 10,000 10% 1,000 Service 15,000 5% 750
  • 25. An Analytics Swiss Army Knife Provides Insights
  • 26. An Analytics Swiss Army Knife Provides Insights
  • 27. An Analytics Swiss Army Knife Provides Insights
  • 28. An Analytics Swiss Army Knife Provides Insights
  • 29. An Analytics Swiss Army Knife Provides Insights
  • 30. An Analytics Swiss Army Knife Provides Insights
  • 31. An Analytics Swiss Army Knife Provides Insights
  • 32. An Analytics Swiss Army Knife Provides Insights
  • 33. An Analytics Swiss Army Knife Provides Insights
  • 34. Five times as likely to make decisions much faster than their market peers Source: Forbes, The Big Data Boom: Is Your Company Ready? October, 2013
  • 35. Controlled Testing Verifies Hypotheses and Understanding
  • 36. Issues Reported by Students with Drops Issue 4 Issue 1 Issue 2 Issue 7 Issue 3 Issue 5 Issue 8 Issue 9 Issue 10 Issue 11 Issue 6 Public Enemy #1
  • 37. Q1 Q2 Q3 Q4 No Social Media 72% 70% 73% 72% Facebook Users +26% +27% +15% +14% Community Users +24% +21% +5% +14%
  • 38. Source: Harvard Business Review, When to Act on Correlation, and When Not To March, 2014
  • 39. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Original V1: Blue V2: Olive Satisfied Neutral Dissatisfied Qualaroo NPS Ratings by Background Color
  • 40. Source: Forbes, The Big Data Boom: Is Your Company Ready? October, 2013 Twice as likely to be in the top quartile of financial performance within their industries
  • 41. When More Companies Can See Where Issues Affect Revenue Impressions * Click-Through Rate = Clicks = Visits * Conversion Rate = Conversions * Average Transaction Value = Average Revenue per Quarter * Number of Quarters – Quarterly Expenses = Profit
  • 42. Where Issues Seem Less Like This Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 ue 10 Issue #1 e Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 Issue #10 Issue #2 Issue #7 Issue #9 Issue Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 #8 #9 Issue #10 Issue #1 Issue #3 Issue #2 Issue #7 Issue #5 Issue #6 Issue #4 Issue #8 Issue #9 Issue #10 Issue #2 Issue #7 Issue #9 Issue #6Issue Issue #4 Issue #1 #7 Issue #3 Issue #9 Issue #6 Issue #7 Issue #3 Issue #5 Issue #7 Iss # Issu #5 #3 Issue #7 Iss # Issue #7 Issue #2 Issue #10 Issue #4 Issue #1 Issue #4
  • 43. Issue 4 Issue 1 Issue 2 Issue 7 Issue 3 Issue 5 Issue 8 Issue 9 Issue 10 Issue 11 Issue 6 Issues Reported by Students with Drops
  • 44. And Tested With This
  • 45. To Produce Wins Like This
  • 46. v To Produce Wins Like this