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Using data to                               understand your                                customer base                  ...
Small Data vs. Big Data                     •      All data is the same, cost                            is the only facto...
Analytics to understand                      your customer                     • Analytics is the discovery and           ...
Google Analytics                     • Google owns your data                     • Premium costs ~150k / year             ...
Piwik                     • Piwik is the major open source alternative                            to Google Analytics     ...
Test Flight App                     •      iOS SDK                     •      Beta testing                     •      Anal...
TestFlight LIVE                     •      Crash reports                     •      Engagement                     •      ...
TestFlight LIVE                     •      Crash reports                     •      Engagement                     •      ...
Analytics with A/B                                 testing           • What is A / B testing?           • Without data, ho...
A / B testing                     •      What do you normally                            want to test?                    ...
A / B testing                     • Layout and style of website                     • Product pricing and promotional offe...
A / B testing                     • Smashing Mag : Ultimate Guide                     • Obama campaign                    ...
Obama form testSaturday, February 23, 13
Obama form testSaturday, February 23, 13
Obama headline testSaturday, February 23, 13
Obama headline testSaturday, February 23, 13
Obama image testSaturday, February 23, 13
Obama image testSaturday, February 23, 13
A / B testing                     • Obama digital team analyzed their data and                            gained valuable ...
Q &A                            Follow me! @ltcolemanSaturday, February 23, 13
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Barcamp conway 2013

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Transcript of "Barcamp conway 2013"

  1. 1. Using data to understand your customer base Luke Coleman @ltcolemanSaturday, February 23, 13
  2. 2. Small Data vs. Big Data • All data is the same, cost is the only factor • You could lease the IBM 350 for $3,200 per month • First consumer 5mb hard drive in the 1980’s was well over $3000Saturday, February 23, 13
  3. 3. Analytics to understand your customer • Analytics is the discovery and communication of meaningful patterns in data • These patterns allow you to understand your customers • What is the most popular analytics platform?Saturday, February 23, 13
  4. 4. Google Analytics • Google owns your data • Premium costs ~150k / year • Google deals with hosting your analytics solution ( capacity issues )Saturday, February 23, 13
  5. 5. Piwik • Piwik is the major open source alternative to Google Analytics • You host the solution • You own the data • Free • More flexibilitySaturday, February 23, 13
  6. 6. Test Flight App • iOS SDK • Beta testing • Analyze usage through checkpoints & feedback • Crash reportsSaturday, February 23, 13
  7. 7. TestFlight LIVE • Crash reports • Engagement • Usage data • RevenueSaturday, February 23, 13
  8. 8. TestFlight LIVE • Crash reports • Engagement • Usage data • RevenueSaturday, February 23, 13
  9. 9. Analytics with A/B testing • What is A / B testing? • Without data, how useful would A / B testing be? • OptimizelySaturday, February 23, 13
  10. 10. A / B testing • What do you normally want to test? • The call to action’s wording, size, color, and placement • Headline or product description • Form’s length and types of fieldsSaturday, February 23, 13
  11. 11. A / B testing • Layout and style of website • Product pricing and promotional offers • Images • Amount of textSaturday, February 23, 13
  12. 12. A / B testing • Smashing Mag : Ultimate Guide • Obama campaign • Obama digital team used ~500 a / b tests over 20 months • Increased donation conversions by 49% and sign up conversions by 161%Saturday, February 23, 13
  13. 13. Obama form testSaturday, February 23, 13
  14. 14. Obama form testSaturday, February 23, 13
  15. 15. Obama headline testSaturday, February 23, 13
  16. 16. Obama headline testSaturday, February 23, 13
  17. 17. Obama image testSaturday, February 23, 13
  18. 18. Obama image testSaturday, February 23, 13
  19. 19. A / B testing • Obama digital team analyzed their data and gained valuable insights into UX/ UI best practices • Many times people want to second guess the results • As long as your data pool is large enough, the data does not lieSaturday, February 23, 13
  20. 20. Q &A Follow me! @ltcolemanSaturday, February 23, 13
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