small data for associations: adopting big data concepts

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Small Data for Associations: Adopting Big Data Concepts

August 11, 20149:00 amhashtag: #asae14 LC8

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Data Defined• Big Data is data too large and complex for

conventional tools to capture, store, manage, and analyze– Volume, variety and velocity (Gartner, 2001)

• Small data connects people with timely, meaningful insights (derived from big data and/or “local” sources), organized and packaged – often visually – to be accessible, understandable, and actionable for everyday tasks. (Digital Clarity Group)

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Big Data Infographic

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We thought that we had the answers It was the questions we had wrong

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It’s About the End-User• The last mile of big data is where the value

is created, opinions are formed, insights are shared, and action are made. By non-data scientists. Everyday.

• “Value” needs to be the last V, joining Volume, Velocity and Variety.

• Small data is about the end-user, what they need, and how they can take action.

• Focus on the user first, and a lot of technology decisions become clearer.

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Where to Start: Smart Data• Experimental & Survey Research Data – most

trusted• Communities or Advisory Panels

– Systems that allow frequent surveying or collection of opinions from a small group

• Social media data– Early warning sign, competitive initiative– A lot of noise in the data; be suspicious

• Establish standards, monitor data health, fix what’s broken and as it comes in, grow your data wisely

• Privacy– More data isn’t better and as we collect more and more we

run the risk of invading privacy issues

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Small Data Analysis

• Start with what you have – the small data– Inventory and analyze current data– Ensure collection is getting accurate, up to

date information and past data is cleansed

• Work with other departments to know what you’re looking for– Meeting/event data, member

services/support, website analytics, social networks, etc.

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Small Data Deep Dive

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(SR) CTR = VV x CR = L

(L x CL)(P – Dc) = $L = leadsP = priceCL = closing rateDc = delivery costs$ = profit!

S = search volumeR = rankCTR = click through

V = visitsCR = conversion

Website ROI is complicated…

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Traffic x Conversion Rate = Success

…so let’s make it simple

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1. TRAFFICThe total number of visitors to the website

2. CONVERSION RATEThe percentage of visitors who take action– Leads, New Members– Subscribers– Donors– Event Registrants

It comes down to two little numbers

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The Funnel

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The Funnel+ Marketing

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TOPOF THE FUNNEL

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Top Content Report

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Find Your Traffic Champions

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Initial spike from email marketing and social promotion(one week)

20 to 40 visits per dayfrom organic search(months or years)

The spike …and the long tail

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Which posts have the most

ranking potential?

Low Hanging SEO Fruit

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Queries Report with Advanced Filter for “Average Position” set to Greater than 10

Posts that rank high on page two!

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Queries Report with Advanced Filter for “Average Position” set to Greater than 10

Posts that rank high on page two!

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1. View: Search Engine Optimization > Queries

2. Set Advanced Filter: “Average Position” greater than 10

3. Sort by “Average Position”

4. Confirm the rank and the post by searching for the phrase

How to find posts with traffic potential

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If GE only knew…

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A Very Poor Job of Indicating Relevance…

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• Once in the beginning of the Title <title> • Once in the Header <H1>• 4 – 6 times in the Body text

How to Indicate Relevance (on-page SEO)

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GE has an opportunity…

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• Improve the quality with more detail and length• Link to the page from other related pages• Target a different (longer, less competitive) phrase• Create more content on related topics, link.• Create content in another format…

Still not ranking higher?

Link, Link! Nudge, Nudge!

#ASAE1432Source: Periodic Table of Content

The Periodic Table of Content

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MIDDLEOF THE FUNNEL

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Campaign Report

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Before…

After…

Conversion Optimization for Subscribers

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1900% Increase in Subscribers

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• Prominent• Promise• Proof

Why did it work?

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X Tons of Form Fields

X Asks for Personal Info

X No Proof, No Promise

Worst Signup Form Ever…

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Which are the most compelling posts on your blog?

Find Your Conversion Champions

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Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/

Subscribers Per Blog Post

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Pageviews per Blog Post

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…also known as conversion rate!

Subscribers per Pageview Per Blog Post

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Let’s watch that in slow mo…

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• Put it into heavy rotation on the social networks

• Add it to your home page slideshow• Add a link in your email signature• Run an ad using PPC, Facebook, etc.• Write and pitch a guest post linking back

to the page• Link to the post from other high traffic

pages

Now drive some traffic to it…

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Lewis CarrollAlice in Wonderland

“If you don’t know where you are going,any road will get you there.”

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BOTTOMOF THE FUNNEL

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Conversion Report

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Why do visitors take action?

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Testimonials & Social Proof

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Never Make a Testimonials Page

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When you say it, it’s marketing.

When they say it, it’s social proof.

Testimonials = Social Proof

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Combine Your Champions!

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EXAMPLE: How to Market an Event

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EXAMPLE: How to Market an Event

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EXAMPLE: How to Market an Event

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EXAMPLE: How to Market an Event

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Where there’s traffic, there’s hope!

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Data Drives Decisions

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Intuition vs. Data-Driven

• Rely on experience to define business goals, create hypotheses and identify problems and solutions– Use analytics to test and refine

assumptions and create a feedback loop with members

– Staff is always an excellent source of information

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Data Visualization• Multiple existing data sources like Google

Analytics, account records/AMS, CRM, social networks into a more accessible “data-blending” approach into a visual, more coherent workspace or dashboard

• Select data on value not availability• Move data out of IT• Commit

Note: empower the association staff user with information they need – not all information

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Emerging Tools• IBM and SAP – platforms for aggregating and

analyzing large amounts of data from multiple sources using in-memory computing technologies.

• Member journey mapping• Hadoop, Mongo, Cassandra, NoSQL – analyzing

large amounts of unstructured data• AMS Member Engagement Tools• Data-visualization tools/marketing automation

software– Tableau, QlikView, LogiAnalytics, HubSpot, Marketo

• Single customer view

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Examples

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Interactive

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Help Desk

Parature

Publishing

LWW

LMSWBT

Express Evaluations

Websites

SharepointNetinsight

eCommerce

BroadcastEmail

Unica eMessage

MediaGTMeetin

gOn

Demand

Society for Critical Care Medicine

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4 Must Haves (in priority order)1. Central (Integrated/Accessible)

Data

2. Culture that embraces data-based decisions

3. Talent to analyze and understand

4. Capacity to flexibly respond to insights

Society for Critical Care Medicine

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Resources• Harvard Business Review March 2013• Forrester Research• Gartner Research• Economist Intelligence Report: Fostering a Data-Driven

Culture• “Getting to the Good Stuff”: Evidence-Based Decision

Making for Associations (Houstle and Engle)• The Big Data Insight Group• McKinsey & Co.: Customer Journey Mapping• The Content Marketing Institute• BrandSavant.com • SAS: Four Steps to Analytic Success• The Real Cost of Bad Data – Six Simple Steps to Addres

s Data Quality Issues

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Contact usAndy Crestodina

Principal, Strategic Director

Orbit Media

andy@orbitmedia.com

773.353.8301

Jeanne Sheehy

VP and CMO

Bostrom

jsheehy@bostrom.com

312.596.5224