The document emphasizes the importance of data in conversion rate optimization and analytics, urging businesses to track their metrics carefully. It highlights the need to define business goals and understand visitor attraction costs and effective marketing channels, warning against relying on vanity metrics. The speaker encourages segmentation of data for meaningful insights and offers resources for further learning.

1. WHAT YOU SHOULD DO BEFORE
BECOMING DATA DRIVEN

2. Conversion Rate Optimisation / Analytics / UX
LEANCONF
Tweet me on @Digital_tonic

3. DATA IS IMPORTANT!
TRACK EVERYTHING

8. We got a 400% lift in customer signups

9. Define Your Business
What are your Business Goals?

11. How do you attract visitors?

12. How much are you spending to
attract those visitors?

13. Which Marketing Channels are most
effective in converting visitors to
customers?

14. DATA WITHOUT ANY CONTEXT

15. “If You Torture Data Long Enough, It Will Confess”
- Ronald Coase

16. VANITY METRICS

17. We Got 12,000 Visitors Last Month!
Only 150 Signed up

18. We got a 400% lift in customer signups
Is that from 100 customers or 10,000 customers?

19. Aggregate Data won’t get you anywhere.
SEGMENT!

21. YOUR METRICS DASHBOARD
K.I.S.S
Keep It Simple Stupid

23. Want The Slide Deck & Videos From This Talk?
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Questions / Feedback / Get In Touch
manuel@digital-tonic.co.uk
@digital_tonic