1.
Do what you love,
Measure what you do.
4 steps to building a successful, data-driven
online brand.

2.
Hello!
Katie Iles and Monica Pereira
Katie co-founded Nine Lines, a strategic marketing agency
specializing in online retail. Monica directs Nine Lines
accounts and strategic marketing.
We’ve had the pleasure to work with 40 brands over the last
4 years from FILA, Marc Ecko and John Varvatos to emerging
brands like Jack Erwin and Bib + Tuck.
Recently, we launched Tycoon, an easy-to-understand
analytics app for ecommerce teams. Download it today for
Beta pricing and a 30 day free trial!
Katie and Monica are faculty members at General Assembly
where Nine Lines leads the global Digital Marketing
program. Education is incredibly important to us.
Tycoon – www.tycoonhq.com
Nine Lines – www.ninelin.es

3.
Is this really how you shop?

4.
Customer Decision Journey
by Harvard Business Review
Consider Evaluate
Buy
Enjoy
Advocate
Bond
Loyalty Loop

5.
The
Marketing
Map
aka how the channels fit together

6.
Prospect Quality
Does this person resemble
your target customer?

7.
Conversion
Probability
Is this person ready to buy?

8.
Conversion Probability
Prospect Quality
Brand Awareness
Point of Sale
Beware:
Unreliable
Avoid Like
The Plague

9.
Social Media
Email
Brand
Search
Conversion Probability
Prospect Quality
Display
Retargeting
Affiliate Marketing
Generic
Search

10.
4-steps to being data-driven
1. Determine KPIs
2. Establish normalcy
3. Suspect exceptions
4. Compare + contrast

11.
4-steps to being data-driven
1. Determine KPIs
Visits * Conversion Rate * Avg Order Value = Revenue

12.
Scale metric
Answers:
“How many?”,“How much?”
Examples:
Visits, Revenue

13.
Efficiency metric
Answers:
“What percentage?”, “How
productive?
Examples:
Conversion rate, Open rate,
Clickthrough rate, ROI

14.
What’s a KPI?
Key Performance Indicators are the most important
metrics for measuring your business.
Don't be afraid to look beyond commonly cited KPIs to
find the most important metrics for your business.

15.
4-steps to being data-driven
2. Establish normalcy
Know your typical daily, weekly and monthly numbers.

16.
Historical comparisons
Triangulate performance with 2 of these 3 comparisons.
% vs.
Sequential
% vs. Last Year% vs. Average
Same time just before.
Today vs. Yesterday
This month vs. Last month
This week vs. 4-week average
Same time last year.
Today vs. This date last year
March ‘14 vs. March ‘13
Average performance.
Today vs. Daily Average
This month vs. Monthly avg.

17.
4-steps to being data-driven
3. Suspect exceptions
If something deviates outside your normal range - above
or below - investigate it thoroughly.
You may discover a problem that needs fixing, or uncover
a new opportunity.

18.
4-steps to being data-driven
4. Compare + contrast
Why does search traffic see better conversion rates than
Facebook visitors? (hint: remember the marketing map!)
What products are outperforming the norm?

19.
Link tracking
Ask your customers where they came from.
SOURCE
Facebook
MEDIUM
Ad
CAMPAIGN
New Jeans

20.
Link tracking
Ask your customers where they came from.
Time For New Glasses?!
warbyparker.com!
Our new Linwood !
glasses are flying!
off our digital shelves!!
Check them out here! !

21.
Link tracking
Ask your customers where they came from.
http://www.warbyparker.com/men/optical/
linwood-revolver-black-m
vs
http://www.warbyparker.com/men/optical/
linwood-revolver-black-m?
utm_source=tellapart&utm_medium=retargeting
&utm_campaign=product_feed_retargetting

22.
Link tracking
Ask your customers where they came from.
SOURCE
Facebook
MEDIUM
Ad
CAMPAIGN
New Jeans
Tag sources based on the specific traffic source.

23.
Link tracking
Ask your customers where they came from.
SOURCE
Facebook
MEDIUM
Ad
CAMPAIGN
New Jeans
Tag mediums based on the broader category (e.g. email).

24.
Link tracking
Ask your customers where they came from.
SOURCE
Facebook
MEDIUM
Ad
CAMPAIGN
New Jeans
Tag campaigns based on the insights you’re trying to draw.

25.
Link tracking is
tedious critical.
100% worth it!

26.
Google URL Builder
Your website URL
3 UTM elements:
- Campaign Source
- Campaign Medium
- Campaign Name

27.
One last thought…

28.
MARKETING
ENTANGLEMENT

29.
Quantum entanglement
Two separate particles are not
independent – even when
separated across space and
time.

30.
Marketing entanglement
Two separate interactions are
not independent – even when
separated across space and
time.

31.
Marketing entanglement
Your customer doesn’t
experience ‘channels’.

32.
A holistic customer
experience
Deserves a holistic
marketing (and
measurement!)strategy

33.
Customer Decision Journey
by Harvard Business Review The
Last
Click
Consider Evaluate
Buy
Enjoy
Advocate
Bond
Loyalty Loop

34.
Customer Decision Journey
by Harvard Business Review
Consider Evaluate
Viewthrough
Conversions
Buy
Enjoy
Advocate
Bond
Loyalty Loop

35.
Press
Retargeting
Email
Search
Buy Now

36.
Press
Retargeting
Email
Search
Buy Now
Viewthrough Conversions
Clickthrough Conversions

37.
Data is a proxy for people.

38.
Analytics won’t tell
you everything.
Don’t try to explain customer behavior without
understanding what they’re going through.
When was the last time you purchased something from
your website?
Have you tried it from your phone or tablet recently?

39.
Recommended reading
Web Analytics 2.0
By Avinash Kaushik
“Don’t Make Me Think”
By Steve Krug
“Information Dashboard Design”
By Stephen Few

40.
Get in touch!
Katie Iles
katie@tycoonhq.com
Monica Pereira
monica@tycoonhq.com
Tycoon
Website - www.tycoonhq.com
Twitter - @tycoonhq
Instagram - @tycoonapp
App Store – “Tycoon Analytics”
Nine Lines
Website – www.ninelin.es
Twitter - @nine_lines