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Don’t just collect data
for data’s sake
#DMWF
REPORTING SQUIRRELS ANALYSIS NINJAS
Data Application
Apply data as an input
into your work
40%40%10%10%
Source
“The most important thing is not the analytics tools and techniques that people
learn, but that they internalize that unle...
CHANGE A
METRIC
1
CHANGE A
PRODUCT
2
CHANGE A
BEHAVIOR
3
E-mail: Increased subscription
rate by 250% in 2 months,
focusing on key markets in Brazil
and Central Europe
CHANGE A MET...
CHANGE A PRODUCT
New commercial opportunity within existing product
Analyzing
data
Return visits
on weekends
Weekend
Editi...
Source
CHANGE A BEHAVIOR
Increase content engagement
CHANGE A METRIC
Use feedback to change product focus
MICHAEL
HANSEN
JENNIFER
HANSEN
CHANGE A PRODUCT
Use feedback to change product focus
DAY 0 DAYS 1-14 DAY 30
Connect a
source
Build a
report
Build a
dashboard
Blend
sources
98% 87% 95% 100%
91% 67% 81% 37%
87% 71% 81% 36%
Yes
No
No...
CHANGE A BEHAVIOR
Encourage “healthy” product behavior
Enable feature
View pre-built reports
Create custom reports
Create ...
WHAT?
Define “what” questions you seek the answers for
HOW MUCH?
Set KPIs and what’s bad / average / good performance
HOW ...
“Measure what is important;
don’t make important what
you can measure.”
Robert McNamara
QUESTIONS?
COME BY OUR STAND
Don't just collect data for data's sake
Don't just collect data for data's sake
Don't just collect data for data's sake
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Don't just collect data for data's sake

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Presentation at DMWF London 2016 with The Economist Group about using data to drive change in a metric, product, and behavior

Published in: Marketing
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Don't just collect data for data's sake

  1. 1. Don’t just collect data for data’s sake #DMWF
  2. 2. REPORTING SQUIRRELS ANALYSIS NINJAS Data Application Apply data as an input into your work 40%40%10%10% Source
  3. 3. “The most important thing is not the analytics tools and techniques that people learn, but that they internalize that unless an analysis has an impact (that is, something changes due to the analysis – whether it be a product, a metric, a process, or a decision) it’s a waste of time. You’ve got to get people to act on the analysis, and make data part of their standard operations.” Ken Rudin Former Head of Analytics @ Facebook Current Head of Growth and Analytics for Search @ Google
  4. 4. CHANGE A METRIC 1 CHANGE A PRODUCT 2 CHANGE A BEHAVIOR 3
  5. 5. E-mail: Increased subscription rate by 250% in 2 months, focusing on key markets in Brazil and Central Europe CHANGE A METRIC Increase subscription rate Lead gen: Identified trends in content consumption and interest in target audience
  6. 6. CHANGE A PRODUCT New commercial opportunity within existing product Analyzing data Return visits on weekends Weekend Edition A new morning briefing from the editors of The Economist Brand new content delivered 6 days a week
  7. 7. Source CHANGE A BEHAVIOR Increase content engagement
  8. 8. CHANGE A METRIC Use feedback to change product focus MICHAEL HANSEN JENNIFER HANSEN
  9. 9. CHANGE A PRODUCT Use feedback to change product focus DAY 0 DAYS 1-14 DAY 30
  10. 10. Connect a source Build a report Build a dashboard Blend sources 98% 87% 95% 100% 91% 67% 81% 37% 87% 71% 81% 36% Yes No Not sure CHANGE A PRODUCT Use feedback to change product focus UX product design research More support resources on how to blend sources
  11. 11. CHANGE A BEHAVIOR Encourage “healthy” product behavior Enable feature View pre-built reports Create custom reports Create dashboard View weekly 6% 10% 4% Marketing-powered product adoption Email messaging based on individual user’s product usage 17%
  12. 12. WHAT? Define “what” questions you seek the answers for HOW MUCH? Set KPIs and what’s bad / average / good performance HOW TO? Design your experiment with your end report in mind REALLY? Report on your KPIs but look holistically 4 STEPS FOR ANALYSIS NINJA-STYLE EXPERIMENTS
  13. 13. “Measure what is important; don’t make important what you can measure.” Robert McNamara
  14. 14. QUESTIONS? COME BY OUR STAND

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