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Barcamp conway 2013

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  • 1. Using data to understand your customer base Luke Coleman @ltcolemanSaturday, February 23, 13
  • 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. 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. Google Analytics • Google owns your data • Premium costs ~150k / year • Google deals with hosting your analytics solution ( capacity issues )Saturday, February 23, 13
  • 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. Test Flight App • iOS SDK • Beta testing • Analyze usage through checkpoints & feedback • Crash reportsSaturday, February 23, 13
  • 7. TestFlight LIVE • Crash reports • Engagement • Usage data • RevenueSaturday, February 23, 13
  • 8. TestFlight LIVE • Crash reports • Engagement • Usage data • RevenueSaturday, February 23, 13
  • 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. 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. A / B testing • Layout and style of website • Product pricing and promotional offers • Images • Amount of textSaturday, February 23, 13
  • 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. Obama form testSaturday, February 23, 13
  • 14. Obama form testSaturday, February 23, 13
  • 15. Obama headline testSaturday, February 23, 13
  • 16. Obama headline testSaturday, February 23, 13
  • 17. Obama image testSaturday, February 23, 13
  • 18. Obama image testSaturday, February 23, 13
  • 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. Q &A Follow me! @ltcolemanSaturday, February 23, 13

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