Download - Barcamp conway 2013
Using data to understand your customer base
Luke Coleman @ltcoleman
Saturday, February 23, 13
Small Data vs. Big Data
• All data is the same, cost is the only factor
• You could lease the IBM 350 for $3,200 per month
• First consumer 5mb hard drive in the 1980’s was well over $3000
Saturday, February 23, 13
Analytics to understand your customer
• Analytics is the discovery and communication of meaningful patterns in data
• These patterns allow you to understand your customers
• What is the most popular analytics platform?
Saturday, February 23, 13
Google Analytics
• Google owns your data
• Premium costs ~150k / year
• Google deals with hosting your analytics solution ( capacity issues )
Saturday, February 23, 13
Piwik
• Piwik is the major open source alternative to Google Analytics
• You host the solution
• You own the data
• Free
• More flexibility
Saturday, February 23, 13
Test Flight App
• iOS SDK
• Beta testing
• Analyze usage through checkpoints & feedback
• Crash reports
Saturday, February 23, 13
TestFlight LIVE
• Crash reports
• Engagement
• Usage data
• Revenue
Saturday, February 23, 13
TestFlight LIVE
• Crash reports
• Engagement
• Usage data
• Revenue
Saturday, February 23, 13
Analytics with A/B testing
• What is A / B testing?
• Without data, how useful would A / B testing be?
• Optimizely
Saturday, February 23, 13
A / B testing• What do you normally
want to test?
• The call to action’s wording, size, color, and placement
• Headline or product description
• Form’s length and types of fields
Saturday, February 23, 13
A / B testing
• Layout and style of website
• Product pricing and promotional offers
• Images
• Amount of text
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A / B testing
• Smashing Mag : Ultimate Guide
• Obama campaign
• Obama digital team used ~500 a / b tests over 20 months
• Increased donation conversions by 49% and sign up conversions by 161%
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Obama form test
Saturday, February 23, 13
Obama form test
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Obama headline test
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Obama headline test
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Obama image test
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Obama image test
Saturday, February 23, 13
A / B testing
• Obama digital team analyzed their data and gained valuable insights into UX/ UI best practices
• Many times people want to second guess the results
• As long as your data pool is large enough, the data does not lie
Saturday, February 23, 13
Q & A
Follow me! @ltcoleman
Saturday, February 23, 13