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Google Website Optimizer in Obama Landing Pages

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How Analytics Team of Obama used GWO (Google Website Optimizer) to achieve results in the presidential election.
By Dan Siroker (CarrotSticks)

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Google Website Optimizer in Obama Landing Pages

  1. 1. How We Used Data to Win the Presidential Election Dan Siroker dan@siroker.com
  2. 2. Barack Obama David Plouffe Correspondence Field Policy Operations ... Communications New Media Paid Media Finance Marketing Email Blog Analytics Design Video Organizing
  3. 3. Results
  4. 4. 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
  5. 5. 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
  6. 6. Unique Website Visitors Source: Google Trends
  7. 7. 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
  8. 8. Money Raised McCain $201 million Obama $656 million Note: Does not include federal funds Source: Federal Election Commission
  9. 9. 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
  10. 10. Lessons Learned
  11. 11. Lesson #1: Define success.
  12. 12. Chuck Kennedy-Pool/Getty Images
  13. 13. Lesson #1: Define success.
  14. 14. Lesson #1: Define success .
  15. 15. Lesson #1: Define quantifiable success metrics.
  16. 16. Website Email signup Raise money
  17. 17. cost per sign up $ per click rate recipient Website Email signup Raise money
  18. 18. cost per sign up $ per click rate recipient Website Email signup Raise money
  19. 19. Lesson #1: Define quantifiable success metrics.
  20. 20. Lesson #2: Question assumptions.
  21. 21. Media Button
  22. 22. 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
  23. 23. Button: “Sign Up”
  24. 24. Button: “Learn More”
  25. 25. Button: “Join Us Now”
  26. 26. Button: “Sign Up Now”
  27. 27. 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
  28. 28. Media: “Get Involved”
  29. 29. Media: “Family”
  30. 30. Media: “Change”
  31. 31. Media: “Barack’s Video”
  32. 32. Media: “Springfield Video”
  33. 33. Media: “Sam’s Video”
  34. 34. 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
  35. 35. Splash page experiment results
  36. 36. Splash page experiment results
  37. 37. Lesson #2: Question assumptions.
  38. 38. Lesson #3: Divide and conquer.
  39. 39. 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%
  40. 40. Lesson #3: Divide and conquer.
  41. 41. Lesson #4: Don’t re-invent the wheel.
  42. 42. TextMate OpenReports DbVisualizer
  43. 43. Lesson #4: Don’t re-invent the wheel.
  44. 44. Lesson #5: Take advantage of circumstances.
  45. 45. Courtesy: Bradley Portnoy Taken: August 27th, 2008 9:42PM
  46. 46. Lesson #5: Take advantage of circumstances.
  47. 47. Lessons Learned 1. Define quantifiable success metrics. 2. Question assumptions. 3. Divide and conquer. 4. Don’t re-invent the wheel. 5. Take advantage of circumstances.
  48. 48. Case Study
  49. 49. Case Study Lesson #1: Define quantifiable success metrics.
  50. 50. Website Playing user Paying user
  51. 51. Website Playing user Paying user
  52. 52. cost per cost per revenue per click playing user playing user Website Playing user Paying user
  53. 53. cost per cost per revenue per click playing user playing user Website Playing user Paying user 9/16: $0.33 $1.15 $0.11 $19 pay-to-play 9/22: $0.17 $0.41 $0.10 $4 pay-to-play freemium 9/28: $0.17 $0.43 $0.19 subscription
  54. 54. Case Study Lesson #1: Define quantifiable success metrics.
  55. 55. Case Study Lesson #2: Question assumptions.
  56. 56. Case Study Lesson #2: Question assumptions.
  57. 57. Case Study Lesson #3: Divide and conquer.
  58. 58. Case Study Lesson #3: Divide and conquer.
  59. 59. Case Study Lesson #4: Don’t re-invent the wheel.
  60. 60. Case Study Lesson #4: Don’t re-invent the wheel.
  61. 61. Case Study Lesson #5: Take advantage of circumstances.
  62. 62. Case Study Lesson #5: Take advantage of circumstances.
  63. 63. Lessons Learned 1. Define quantifiable success metrics. 2. Question assumptions. 3. Divide and conquer. 4. Don’t re-invent the wheel. 5. Take advantage of circumstances.
  64. 64. Dan Siroker dan@siroker.com
  65. 65. The Future 1. Huge data challenges. 2. More effective user segmentation. 3. Democratization of tools & strategies.

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