Get the full value from your shared content
Data Driven Decision Making
“Data Driven Decision Making VS Gut Filling
Is like Science VS Science Fiction”
Data Driven Story #1
How data led us to build Start A Fire
We have analyzed content traﬀic sources and noticed
some interesting data
Social Media became the most significant
traﬀic source for content
HubSpot Missed Opportunity
HubSpot shares 3rd party content with its 700K
followers, generates a lot of traﬀic, but aren’t
getting any value.
When someone re-shares HubSpot,
don’t even get credit.
Capturing The Value
Using Start A Fire, HubSpot can extract
the full from any content.
Within the content, Start A Fire adds
a branded badge with content
and oﬀers recommendations.
Data Driven Story #2
How We Lowered our PPC CAC By 80%
Main metrics to track:
• CPC: ~$2.5
• Conversion rate: ~15%
• Activation rate: ~35%
• Retention: ~60%
The only metric we cared about:
• Active User Acquisition Cost: ~High
We need to lower the cost.
What should we optimize? A/B Test?
Looked deep into data.
Some of the users who became active had common properties.
Decided to target those users and create a dedicated
funnel specifically for them.
Activation Rate & Retention increased to +90%
Active User Acquisition Cost: decreased by 80%
Data Driven Story #3
Don’t trust your gut! A/B test
White? Similar to an Ad?
Blue? Similar to Start A Fire?
Start A Fire Mobile Badge
White version generated 3X more clicks.
Always A/B Test.
All Voted for Blue Version