intro to data analytics
Post on 08-Aug-2015
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Raise your hand at any point
Tweet us your questions: #IntroToData
@peaziesocial@collcampus
GOOD EVENING
I AM LEXI SYDOWI am in charge of data & insights at . But more importantly I am a data enthusiast, startup fanatic, artist, dancer and traveler.
In God we trust. All others must bring data. - Robert Hayden
There are no facts, only interpretations. - Nietzsche
WHAT DO YOU KNOW ABOUT DATA?
90%Data created in the last 2 years
40,000Googles every second
204 MILLION Emails are sent every hour
That’s why analytics are so important
THIS ACTION CAN BE:
● Change in marketing channel● Prioritisation of product changes● Documentation for client services● Business model pivot
Female, 22 Carpenter3 hours on email
Male, 65GrandpaFacebook user
Male, 43Teacher1 hour Twitter
INFORMATION
LET’S LOOK AT DATA IN THIS ROOM
Name Gender Personal Contact?
Personal Email? Date Created Time Created
Name Email Time Created
WHAT ACTION WOULD I TAKE?
1) Change Ad Imagery to cater to women or to attract more men
2) Content - business & personal examples
3) Leverage Personal Networks
4) Leverage EDM’s from partners
WE RECOMMEND A SIMPLE PROCESS
1) Ask a question 2) Define & Find
4) Tell a Story
3) Identify & Measure
DEFINE & FIND
DEFINE SUCCESS: People clicking the ads and going to our website
FIND THE METRIC: Website Click-Through-Rate
TELL A STORY
We had a low wCTR, meaning we had few people viewing. Something was off with our ads. We need to adjust the copy, the imagery or the action we’re directing.
“
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YOUR TURN : SELECT A BUSINESS QUESTION
1) Ask a question 2) Define & Find
4) Tell a Story
3) Identify & Measure
Coffee drinkers like the house blend best according to a survey of Uni students at Cafe Lexi in the CBD.
BUT WAIT
A few things are happening here:
1) Uni students… a) CAFFEINEb) Not seasoned coffee drinkers
2) What does Purchase indicate?a) Preference OR b) Budget
3) Marketinga) In store display b) Promotions
HOW DO I KEEP FROM BIASES?
1) Write out multiple stories or questions
2) Write out all variables that could affect what you’re measuring
3) Tell a story & work with people
- What marketing channel is the best for me?
- Why is my website getting signups? why not? What can i do to change that?
- Which financial model is my best choice?
- Which product is resonating best with my audience?
SUCH AS:
- Customer sentiment- Customer preferences- Demographic
information- Daily tracking - Creating new metrics
TESTING ● Multiple ads in 1 ad set
● Test only 1 variable from your control
● Same budget
● Same testing time-frame (1 week)
QUESTIONING WHYWhy did Ad 1 have a higher click through rate but a lower conversion rate? - e.g. more people clicked the ad but fewer entered
the website from that ad
KEY TAKEAWAYS◇ Data is a story
◇ Start with a question
◇ Main goal from data insights is ACTION
◇ Presenting data to a boss? a client? your mom?
Less is more
ANY QUESTIONS?You can find me at@lexisydowlexisydow@gmail.comlinkedin.com/in/lexisydow
You can find Collective Campus at@collcampuscollectivecampus.com.au
CREDITS
Special thanks to all the people who made and released these awesome resources for free:◇ Presentation template by SlidesCarnival◇ Icons by flaticon
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