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Measure. Improve. Repeat. How to use data to continuously improve what you sell


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Presented by Edward Upton, this talk covers analytics techniques and preparation for businesses of various sizes.

Edward's background is working as a product manager and analytics consultant, helping companies such as, Tutorfair and TheTalentManager implement data-driven strategies and instilling product-improvement culture at other start-ups.

LittleData is a consultancy firm providing expert analytics advice and custom web analytics setup, along with free reports that turn Google Analytics data into summarised and actionable newsfeeds.

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Measure. Improve. Repeat. How to use data to continuously improve what you sell

  1. 1. Measure ImproveRepeat How to use data to continuously improve what you sell Edward Upton, Founder of @LittleDataUK
  2. 2. Why measure? • Every business wants to improve their sales and profitability • How do data-driven companies do this, and do it at pace? • How can you use similar techniques in your company?
  3. 3. Douglas Bowman, ex-head of Visual Design, Google (2009) “A team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better... I can’t operate in an environment like that.”
  4. 4. Data makes big profits for Google “We saw which shades of blue people liked the most, demonstrated by how much they clicked on them. Given the scale of our business, was that we made an extra $200m a year in ad revenue.” Dan Cobley, Google UK (2014)
  5. 5. A/B testing
  6. 6. A/B testing A B
  7. 7. Decide what to measure Ben Yoskovitz, author of Lean Analytics “The One Metric That Matters is about finding the right thing to track at the right time, based on the type of business you're in”
  8. 8. Which metric for you?
  9. 9. Allows everyone to focus Simplifies the tracking setup Reduces the chance of silly calculation errors Prevents arguments about whether an AB test really worked Picking just ONE METRIC
  10. 10. Dave Brailsford, Head of British Cycling “Excellence is the aggregation of marginal gains”
  11. 11. Repeat, repeat • Question: Would you prefer to increase your sales by 3% a week or triple (3x) them next year? Hint: 52 weeks in a year x 3% = 156% increase = 2.5x
  12. 12. 3% a week = 4.6x over the year The miracle of compounding means tiny impacts made every week stack up to huge achievement Quicker is better
  13. 13. • Looking for small gains? You’ll need large numbers to work with • Before you start a test, plan how much data will be needed to prove the point • E.g – Assume 2% of web visits into customer enquiries. – You want to obverse an absolute difference of +/- 0.2% – At 1000 visits that would mean a baseline of 20 enquiries and 22 for the improved. That extra 2 conversions could just be fluke – 5000 visits would be the minimum for a sample – 100 enquiries baseline and 110 for improved Small samples = dodgy statistics
  14. 14. What to use to measure
  15. 15. How to run A/B tests
  16. 16. • So you’ve set up your Google Analytics, and are running continuous AB tests • How do you track progress? a) Take a glance at the chart when you have time b) Copy metrics into a weekly spreadsheet for comparison c) Set up an automated export into Google Docs d) Use a clever algorithm to spot the trends How do you keep track?
  17. 17. • Our algorithms look for changes so you don’t wade through hundreds of reports • Soon to launch a tool to track AB tests more easily • Need a Google Analytics account with more than 1,000 visits a month LittleData saves you time
  18. 18. Try LittleData
  19. 19. Get in touch Edward Upton CEO, LittleData @eupton @littledatauk