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

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

  1. 1. Josh Braaten CollegisEducation.com @JLBraaten
  2. 2. • Director of Inbound Marketing, Collegis Education • Vice President of Minnesota Search Engine Marketing Association • Co-Founder of Glass en Masse
  3. 3. Three times as likely to execute decisions as intended Source: Forbes,The Big Data Boom: Is Your Company Ready? October, 2013
  4. 4. Impressions * Click-Through Rate = Clicks = Visits * Conversion Rate = Conversions * Average Transaction Value = Revenue – Expenses = Profit Internet Math is Business Math
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Source: Forbes, How Target Figured Out a Teen Girl Was Pregnant Before Her Father Did February, 2012
  16. 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. 17. Getting Systems in Order is Both Easy and Hard Unique Customer ID
  18. 18. Source: Fast Company, Jawbone Tracked Hundreds of Thousands of Up Users to Find the Most Sleep-Deprived States December, 2013
  19. 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. 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. 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. 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. 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. 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. 25. An Analytics Swiss Army Knife Provides Insights
  26. 26. An Analytics Swiss Army Knife Provides Insights
  27. 27. An Analytics Swiss Army Knife Provides Insights
  28. 28. An Analytics Swiss Army Knife Provides Insights
  29. 29. An Analytics Swiss Army Knife Provides Insights
  30. 30. An Analytics Swiss Army Knife Provides Insights
  31. 31. An Analytics Swiss Army Knife Provides Insights
  32. 32. An Analytics Swiss Army Knife Provides Insights
  33. 33. An Analytics Swiss Army Knife Provides Insights
  34. 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. 35. Controlled Testing Verifies Hypotheses and Understanding
  36. 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. 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. 38. Source: Harvard Business Review, When to Act on Correlation, and When Not To March, 2014
  39. 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. 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. 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. 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. 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. 44. And Tested With This
  45. 45. To Produce Wins Like This
  46. 46. v To Produce Wins Like this

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