marketing like a quant [inbound 2014]

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Marketing Like a Quant

Hiten Shah

Crazy Egg & KISSmetrics

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What gets measured, gets managed.

Peter Drucker

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What Marketing Felt Like

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Data is Everywhere!

Each tool a marketer uses creates even more data to view, understand and analyze.

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The Opportunity

To make sense of all this marketing data so you can take action.

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1788

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The General Store

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Data about customers existed in people’s brains.

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1962

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It's not called the wheel, it's called the carousel.

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It let’s us travel the way a child travels…

Don Draper

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Data about customers came from panels and focus groups.

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20542002

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Hello Mr. Yakamoto, and welcome back to the Gap.

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How did those tank tops work out for you?

Minority Report

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Data about customers is stored and acted on by machines.

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Today.

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Amazon

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Audible

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Uber

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Provide customers what they want right when it’s needed.

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Big companies have the resources to throw money, machines and people at the opportunity…

What can you do?

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1 Identify your marketing opportunities

2 Find the why behind your data

3 Experiment like a scientist

3 Ways To Get Insights From Your Data

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Visits to KISSmetrics.com

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Signups from KISSmetrics.com

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Even when our traffic dipped we were able to get more signups.

How did we do it?

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Conversion Rate of KISSmetrics.com

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It’s Simple!

Buy Low.Sell High.

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Sources With Low Traffic And High Conversions

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Low Traffic, High Conversions

Figure out how to get more traffic from those sources.

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Sources With High Traffic And Low Conversions

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High Traffic, Low Conversions

Improve your conversions by A/B testing.

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Sources With Low Traffic And Low Conversions

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Low Traffic, Low Conversions

Investigate to see if it’s possible to get more traffic from those sources.

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Sources With High Traffic And High Conversions

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Sources With High Traffic And High Conversions

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Sources With High Traffic And High Conversions

1 Identify your marketing opportunities

2 Find the why behind your data

3 Experiment like a scientist

3 Ways To Get Insights From Your Data

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Find the problems

Why are customers not doing the things you want them to be doing?

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Why do people cancel?

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Use Qualaroo.com to ask website visitors questions

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Why don’t people convert on landing pages?

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What’s preventing people from signing up?

1 Identify your marketing opportunities

2 Find the why behind your data

3 Experiment like a scientist

3 Ways To Get Insights From Your Data

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There’s internal debate

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Everyone has their opinion

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You just want to do the right thing

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Eventually somebody says…

Let’s just test it.

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1 Start with data

2 Make an educated guess

3 Run an experiment

4 Measure your results

5 Decide what’s next

Experiment like a scientist

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Find the quickest way to get data

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Create small experiments

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Test emails by sending to small groups first

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Find out what’s already worked for you and others

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Test blog post ideas using social media

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Today.We can all do better

than we did yesterday.

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Hiten Shahhnshah@gmail.comHow can I help you?