data-driven decision-making by: aaron maass
TRANSCRIPT
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Data-Driven Decision-MakingMay 7, 2014
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2 ©MaassMedia, 2014
MaassMedia is a boutique digital analytics firm that helps companies collect and use datato acquire and retain more customers.
We work with large enterprises and mid-market clients to design, develop and implementcustom improvements to their analytics capabilities that quickly deliver measurablebenefits to their bottom-line.
• Founded: 2008• Location: Philadelphia• Specialties: Custom implementation, reporting, analysis, testing, optimization & training• Clients: Comcast, ESPN, Lenovo, Coldwell Banker, NASDAQ, Thomson Reuters,
Publishers Clearing House, Waterford Crystal, Verisign, Gore-Tex
MaassMedia Background
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3 ©MaassMedia, 2014
“Big Data” Popularity At Record HighsSource: Google Trends
Source: Google Keyword Planner
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But Adoption Is Low. Why?
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“People blame the data when they should beasking better questions.” – Nate Silver
How are users engaging withmy site?
How can I make my marketingcampaigns more effective &accountable?
Am I creatingeffective content?
Where and why are visitorsabandoning my shopping cart?
How do I improve siteinteraction?
So what?
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How?
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Three Pillars Of Data-Driven Decision-Making
People Process Technology
+ +
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Hire the Right People
??
=vs.
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Put In Place A Process
OrientOrient
Decide(Hypothesis)
Decide(Hypothesis)Act (Test)Act (Test)
ObserveObserve
OODA LoopThe Elephant and the Blind Men
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Use the Right Technology
OODA
But…Keep It Simple
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Real-World Examples
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Example #1 – DuPont
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QuestionAre the most clicked
thumbnail images abovethe page fold?
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Example #1 (continued)
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OrientationClicks on color images
were predictive indicatorsof sales demand!
ActionIncorporate info into
manufacturing forecastmodel to manage
inventory.
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Example #2 – Eastman Chemical
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QuestionWhat are visitors
searching for on thewebsite and why?
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Example #2 (continued)
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ObservationSearches on keyword
“cost” returned no infoon pricing!
DecisionRedesign search resultsto provide more detail.
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Example #3 – Comcast
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QuestionWhy are 6.8% of clicksfrom homepage on the
company logo?
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Example #3 (continued)
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ObservationPeople click on keywords in
the tagline, which were part ofthe same image!
ActionBreak logo into links that drive
prospects to contentcorresponding to the word.
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Example #4 – Lenovo
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Workstations hadgreatest averagepageviews andlowest average
satisfaction
IdeaCentres hadthe lowest average
pageviews andhighest average
satisfaction
Workstations hadgreatest averagepageviews andlowest average
satisfaction
IdeaCentres hadthe lowest average
pageviews andhighest average
satisfaction
Avg PageviewsAvg PageviewsAvg SatisfactionAvg Satisfaction
QuestionAre high pageviewscorrelated to low
satisfaction? If so, why?
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Example #4 (continued)
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The IdeaCentre mainpage has a standoutShop Now button,
product blurbs, anda comparison matrix
The IdeaCentre mainpage has a standoutShop Now button,
product blurbs, anda comparison matrix
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Example #4 (continued)
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TheWorkstations
main page hasnone of thesethree design
features
TheWorkstations
main page hasnone of thesethree design
features
DecisionTest redesigns of
Workstation page withcomparison matrix,
product info and calls-to-action
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Example #5 (Partner KnowClick)
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Account Creation
Checkout >
Client’sConversion
Funnel
Cart
Checkout >
Appointment
Checkout >
~75%abandon
~56%abandon
~20%abandon
• Cart viewers didn’t intend tocheckout
• Price was too high
• Asking for too much personalinfo
• Password req. too complex
• Appointment time unavailableClientQuestions/
Assumptions• 73% had planned to
checkout, but...• Not enough information
provided to convince themto checkout.• Is an appt. time avail?• Is it really in stock?
• Visitors not ready to createan account until theyknow:• Is an appt. time avail?• Is the product really in stock?
• Most abandoners wantedan appointment today (notenabled on site).
• Most other visitors lovedthis page!
Orient (Analyze)
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Example #5 (continued)
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Cart Account Creation Appointment
Checkout > Checkout >
ORIGINALCHECKOUTPROCESS
Checkout >
(moved)(moved)Cart Account CreationAppointment
(changed)(changed)
SeeAppointment
Times > Continue >Continue >
IMPROVEDCHECKOUT
(per KnowClickRec’s)
(moved)(moved)
RESULTSConversion Rate went from 0.6% to 2.2%.
Online Revenue Increased by: ~$29 Million/Year
ROI: >400 to 1 (Revenue via cost)
0.6%
2.2%
Prior toChanges
After Changes
Online ConversionRate
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Data-Driven Decision-Making Summary
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People Process Technology
OrientOrient
DecideDecideActAct
ObserveObserve
+ +??
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Thank You!
24 ©MaassMedia, 2014
Aaron H. MaassMaassMedia, LLC
p: (215) 545-1515 | c: (617) 803-4120 | f: (215) [email protected] | www.maassmedia.com
LinkedIn: http://www.linkedin.com/in/maassmediaTwitter: @maassmetrics