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Iron Mountain: Fueling Big Testing with Big Data - SiriusDecisions 2013


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Let’s face it: marketing is in a big data bubble. Everyone is talking about data: big data, data analytics, and big data analytics. At the root of all this data mania in marketing is the very real revolution that’s shaping more data-driven organizations. Big data is finally opening the door to the executive suite for a more hybrid creative-analytical method.

The key question data raises is how do we use it to not only know more about our customers, but to directly grow our business in significant ways? Iron Mountain has the answer: broadly embrace testing and controlled experimentation as the new “operating system” of marketing. The answer to big data’s potential is big testing.

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Iron Mountain: Fueling Big Testing with Big Data - SiriusDecisions 2013

  1. 1. Place image here Fueling Big Testing with Big Data Presented by Tom Berger, Director of Digital Marketing SiriusDecisions 2013
  2. 2. 2 The real revolution: from big data to big testing, big experience
  3. 3. 3 Big data Collect and organize data and wield tools to extract information and insight from it. This is the part that big data has to offer. But some of the most valuable output from such data analytics will be mere hypotheses — interesting correlations of factors and behaviors in ever-more-finely- sliced customer segments that may have meaningful impact. But these are only seeds of ideas, possibilities
  4. 4. 4 Attract Engage Convert Conversion Optimization Objective: Perpetually optimize webpages to engage users and produce the highest volume of quality leads at the lowest cost. Optimization data helps us gain an understanding of what attracts, engages and converts visitors to sales and sales. Optimization happens here. Optimization starts here. Optimization happens here.
  5. 5. 5 Big testing Take those hypotheses and be able to quickly and effectively test them to prove cause-and-effect: that those factors can indeed be leveraged to influence customer behavior. Empowering many people throughout your organization to run these tests — and to fearlessly test big ideas — is a large-scale transformation to organizational behavior and culture that we can call big testing.
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  8. 8. 8 ion software& services PPC Landing Pages DemandBase: Targeting, Personalization, Data Append Optimizely: optimization without IT bottlenecks The Optimization Technology “Trifecta”
  9. 9. 9 Big experience Apply your targeted data and proven tests towards delivering better customer experiences — through the web, mobile devices, call centers, in- store and in-person interactions, etc. It’s not just making the same experience better for everyone. It’s delivering more specialized experiences to many different customer segments. This mission is big experience.
  10. 10. 10 There are three ways in which big testing earns its “big” label:
  11. 11. 11 So much to optimize! Where do we begin?
  12. 12. 12 Dial Movers  Contact Forms  Chat  PPC & Campaign Landing Pages  High Traffic Pages (Tier 1 Pages, Home Page)  SEO Entry pages Influencers  Knowledge Center  Mobile website  CTAs – Design  Primary & Secondary Navigation  Footer Design STEP 1: Define Optimization Targets 1 2
  13. 13. 13 Macro Conversions:  Contact Sales  Click to Chat  Call  Register for a KC download  Convert on a campaign landing page Micro:  Click a link  Click a CTA  Social Shares  View additional content  Perform a search STEP 2: Define Conversions 1 2 CONVERT ENGAGE
  14. 14. 14 Discover  Evaluate current messages, offers, campaigns and designs Plan  Determine execution strategy and goals  Document roadmap (Key milestones dependencies, dates) Execute  Design using 25 point R.E.A.D.Y optimization framework  Code & Deploy Analyze  Evaluate traffic and source performance  Determine areas of opportunity Repeat STEP 3: Create a Playbook for Each Discover Plan ExecuteAnalyze Repeat
  15. 15. 15 Optimization Strategy Matrix
  16. 16. 16 BIG IDEAS
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  20. 20. 20 BIG TEAM
  21. 21. 21 First Annual Optimization Challenge
  22. 22. 22 Challenge Each team will design a variation of a homepage banner and it’s associated landing page. The 3 variations and the control will go head to head. At the end of test, the variation with the highest conversion rate will be declared the winner. The winning team will be awarded an obnoxious trophy to proudly display until they are dethroned. Optimization Challenge
  23. 23. 23 Teams 1. Shared Services/Axis41 2. The Web Team (minus Tom and Eric) 3. ION Interactive (Eric will deploy and test all variations) Optimization Challenge
  24. 24. 24 Optimization Challenge
  25. 25. 25 Optimization Challenge Challenge Announced: Today Designs/Code Due: May 15th Test Start Date: May 20th Test End Date: When statistical confidence is reached.
  26. 26. 26 BIG DEAL
  27. 27. 27 Q1 Optimization Summary • # of Optimization Tests Performed 23 • Increase in engagement 82% • Total number of participants 179k • Increase in form conversion rate 40% • Sales Form • +25% increase in traffic • 23% conversion rate • 219% YoY increase
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  29. 29. 29 Convert: Yellowpages Landing Page Redesign Conversion Rate: 1.9% Conversion Rate: 6.74% +255% Bounce Rate: 70%Bounce Rate: 97% -28%
  30. 30. 30 12 Fields Conversion Rate: 25% In Q1 of 2013, the contact sales web form generated 5546 MQLs. A 219% increase over Q1 2012! Now 162.42%
  31. 31. 31 Engage: Videos – Embedded vs Popup VS 16.8% of visitors watched the video 48.9% of visitors watched the video +191.1%
  32. 32. 32 Engage: Articles, Related Links +16.9%
  33. 33. 33 Thank You. Questions?