Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
How We Used Data to Win
 the Presidential Election
            Dan Siroker

    Email me:        Follow me:
dan@optimizely...
Barack Obama
Barack Obama



David Plouffe
Barack Obama



                  David Plouffe



 Correspondence     Field         Policy       Operations
             ...
Barack Obama



                          David Plouffe



   Correspondence           Field         Policy       Operatio...
Results
Popular Vote               Electoral Vote


         Other (1%)
         1,865,617
                               McCain
 ...
McCain          Obama


            3                       100                              150

           2.4          ...
Unique Website Visitors




                          Source: Google Trends
Money Raised



                                         PRIMARY     GENERAL


                                           ...
Money Raised



  McCain
$201 million




                              Obama
                            $656 million



...
Money Raised


                      Obama (Offline)
  McCain               $156 million
$201 million




               Ob...
Lessons Learned
Lesson #1:

Define success.
Chuck Kennedy-Pool/Getty Images
Lesson #1:

Define success.
Lesson #1:

Define        success   .
Lesson #1:

Define quantifiable success metrics.
Website




Email signup




Raise money
click thru
         rate

 Website

       sign up
         rate

Email signup

        $ per
      recipient

Raise money
click thru          # of clicks
         rate      =   # of impressions


 Website

       sign up          # of signups
 ...
click thru          # of clicks
         rate      =   # of impressions


 Website

       sign up          # of signups
 ...
Lesson #1:

Define quantifiable success metrics.
Lesson #2:

Question assumptions.
Media


Button
Splash page experiment
Variations:
    Button:              Media:

     1. Sign Up           1. Get Involved Image

     ...
Button: “Sign Up”
Button: “Learn More”
Button: “Join Us Now”
Button: “Sign Up Now”
Splash page experiment
Variations:
    Button:              Media:

     1. Sign Up           1. Get Involved Image

     ...
Media: “Get Involved”
Media: “Family”
Media: “Change”
Media: “Barack’s Video”
Media: “Springfield Video”
Media: “Sam’s Video”
Splash page experiment
Variations:
    Button:              Media:

     1. Sign Up           1. Get Involved Image

     ...
Splash page experiment
Variations:
    Button:              Media:

     1. Sign Up           1. Get Involved Image

     ...
Splash page experiment
Variations:
    Button:              Media:

     1. Sign Up           1. Get Involved Image

     ...
Splash page experiment results
Splash page experiment results
Splash page experiment results
Splash page experiment results

               Email
                            Volunteers   Amount Raised
            Su...
Splash page experiment results

               Email
                            Volunteers   Amount Raised
            Su...
Splash page experiment results

               Email
                            Volunteers   Amount Raised
            Su...
Lesson #2:

Question assumptions.
Lesson #3:

Divide and conquer.
Donation button experiment

Variations
Donation button experiment results
                  Never       Signed Up,    Previously
Variations      Signed Up   Neve...
Lesson #3:

Divide and conquer.
Lesson #4:

Take advantage of circumstances.
Courtesy: Bradley Portnoy Taken: August 27th, 2008 9:42PM
Lesson #4:

Take advantage of circumstances.
Lesson #5:

Start today.
Timeline

1/17 evening: Approached by Clinton Foundation

1/18 evening: Experiment #1 (8 variations)

1/19 morning: Experi...
#1: Original Page
#2: One column with image
#3: Two columns with image
#4: “Support Haiti” button
#5 Hide “verified by” icon
#6 Increase label font size
#7 Hide title & phone number fields
#8 Pre-select $250
Results
       Variation           $ per pageview   Improvement
        Original              $51.30           0.00%
One c...
Impact

 Total improvement:


        +10.2%
 Total additional raised (1/20 - 2/23):


        $1,022,571
Demo
Lesson #5:

Start today.
Lessons Learned
1. Define quantifiable success metrics.
2. Question assumptions.
3. Divide and conquer.
4. Take advantage of...
Email me:        Follow me:
dan@optimizely.com   @dsiroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
How We Used Data to Win the Presidential Election by Dan Siroker
Upcoming SlideShare
Loading in …5
×

How We Used Data to Win the Presidential Election by Dan Siroker

6,394 views

Published on

This is the keynote presentation I gave at the Online Marketing Summit in San Diego on February 24, 2010.

Published in: Technology, News & Politics

How We Used Data to Win the Presidential Election by Dan Siroker

  1. 1. How We Used Data to Win the Presidential Election Dan Siroker Email me: Follow me: dan@optimizely.com @dsiroker
  2. 2. Barack Obama
  3. 3. Barack Obama David Plouffe
  4. 4. Barack Obama David Plouffe Correspondence Field Policy Operations ... Communications New Media Paid Media Finance
  5. 5. Barack Obama David Plouffe Correspondence Field Policy Operations ... Communications New Media Paid Media Finance Marketing Email Blog Analytics Design Video Organizing
  6. 6. Results
  7. 7. Popular Vote Electoral Vote Other (1%) 1,865,617 McCain 173 McCain (46%) Obama (53%) 59,934,814 69,456,897 Obama 365 Source: Federal Election Commission
  8. 8. McCain Obama 3 100 150 2.4 80 120 1.8 60 90 Millions 1.2 40 60 0.6 20 30 0 0 0 Facebook Friends YouTube Video Views Unique Website Visitors Source: Facebook,YouTube, and Google Trends
  9. 9. Unique Website Visitors Source: Google Trends
  10. 10. Money Raised PRIMARY GENERAL OBAMA JANUARY JANUARY JANUARY ‘07 ‘08 CLINTON McCAIN ‘09 A EL N N EC O TI U N O C N EM D AY EN T Source: Stephen Geer
  11. 11. Money Raised McCain $201 million Obama $656 million Note: Does not include federal funds Source: Federal Election Commission
  12. 12. Money Raised Obama (Offline) McCain $156 million $201 million Obama (Online) $500 million Note: Does not include federal funds Source: Washington Post and Federal Election Commission
  13. 13. Lessons Learned
  14. 14. Lesson #1: Define success.
  15. 15. Chuck Kennedy-Pool/Getty Images
  16. 16. Lesson #1: Define success.
  17. 17. Lesson #1: Define success .
  18. 18. Lesson #1: Define quantifiable success metrics.
  19. 19. Website Email signup Raise money
  20. 20. click thru rate Website sign up rate Email signup $ per recipient Raise money
  21. 21. click thru # of clicks rate = # of impressions Website sign up # of signups rate = # of pageviews Email signup $ per $ amount raised recipient = # of recipients Raise money
  22. 22. click thru # of clicks rate = # of impressions Website sign up # of signups rate = # of pageviews Email signup $ per $ amount raised recipient = # of recipients Raise money
  23. 23. Lesson #1: Define quantifiable success metrics.
  24. 24. Lesson #2: Question assumptions.
  25. 25. Media Button
  26. 26. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  27. 27. Button: “Sign Up”
  28. 28. Button: “Learn More”
  29. 29. Button: “Join Us Now”
  30. 30. Button: “Sign Up Now”
  31. 31. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  32. 32. Media: “Get Involved”
  33. 33. Media: “Family”
  34. 34. Media: “Change”
  35. 35. Media: “Barack’s Video”
  36. 36. Media: “Springfield Video”
  37. 37. Media: “Sam’s Video”
  38. 38. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  39. 39. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  40. 40. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  41. 41. Splash page experiment results
  42. 42. Splash page experiment results
  43. 43. Splash page experiment results
  44. 44. Splash page experiment results Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000
  45. 45. Splash page experiment results Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000
  46. 46. Splash page experiment results Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000
  47. 47. Lesson #2: Question assumptions.
  48. 48. Lesson #3: Divide and conquer.
  49. 49. Donation button experiment Variations
  50. 50. Donation button experiment results Never Signed Up, Previously Variations Signed Up Never Donated Donated 0.0% 0.0% 0.0% +2.3% +27.8% +16.3% -27.8% N/A N/A +15.2% -24.6% +11.9% +8.5% +2.9% +18.4%
  51. 51. Lesson #3: Divide and conquer.
  52. 52. Lesson #4: Take advantage of circumstances.
  53. 53. Courtesy: Bradley Portnoy Taken: August 27th, 2008 9:42PM
  54. 54. Lesson #4: Take advantage of circumstances.
  55. 55. Lesson #5: Start today.
  56. 56. Timeline 1/17 evening: Approached by Clinton Foundation 1/18 evening: Experiment #1 (8 variations) 1/19 morning: Experiment #2 (8 variations) 1/19 evening: Experiment #3 (7 variations) 1/20 morning: Experiment #4 (2 variations)
  57. 57. #1: Original Page
  58. 58. #2: One column with image
  59. 59. #3: Two columns with image
  60. 60. #4: “Support Haiti” button
  61. 61. #5 Hide “verified by” icon
  62. 62. #6 Increase label font size
  63. 63. #7 Hide title & phone number fields
  64. 64. #8 Pre-select $250
  65. 65. Results Variation $ per pageview Improvement Original $51.30 0.00% One column with image $50.63 -1.31% Two columns with image $55.42 +8.03% “Support Haiti” button $59.38 +15.75% Hide “verified by” icon $48.50 -5.44% Increase label font size $52.50 +2.35% Hide title & phone fields $56.92 +10.97% Pre-select $250 N/A N/A
  66. 66. Impact Total improvement: +10.2% Total additional raised (1/20 - 2/23): $1,022,571
  67. 67. Demo
  68. 68. Lesson #5: Start today.
  69. 69. Lessons Learned 1. Define quantifiable success metrics. 2. Question assumptions. 3. Divide and conquer. 4. Take advantage of circumstances. 5. Start today.
  70. 70. Email me: Follow me: dan@optimizely.com @dsiroker

×