Data Driven Marketing
- 1. Data-Driven Marketing Startup Marketing Bootcamp Cambridge, MA - October 2010 by David Cancel - @dcancel
- 2. “In God we trust; all others must bring data.” - W. Edwards Deming
- 4. Who am I Companies Advisor Investor
- 6. The Problem: 98% of the people who visit your site, leave never to return.
- 7. 2% “The average conversion rate in the United States of America whether you're selling elephants or iPods.” Avinash Kaushik - Analytics Evangelist, Google
- 8. The Solution: Our software helps you find, engage and convert more of your website visitors into customers.
- 10. Online Marketing is shifting.
- 11. Online Marketing Paradigm Shift Outbound • “Visitors” not People • Display & Search Advertising • What’s a Conversion? • Website • Get more Pageviews 1st Generation
- 12. Online Marketing Paradigm Shift Outbound Inbound • “Visitors” not People • “Leads” not People • Display & Search Advertising • Content Generation • What’s a Conversion? • SEO Black Magic Hacks • Website • Convert via Brute Force • Get more Pageviews • Acquisition not Conversion • Website + Social Media • Get more Leads 1st Generation 2nd Generation
- 13. Online Marketing Paradigm Shift Outbound Inbound Lifecycle • “Visitors” not People • “Leads” not People • People & Customers • Display & Search Advertising • Content Generation • The Message is the Product • What’s a Conversion? • SEO Black Magic Hacks • Service not Marketing • Website • Convert via Brute Force • Referrals not Affiliates • Get more Pageviews • Acquisition not Conversion • Conversion not Acquisition • Website + Social Media • Your Brand is Everywhere • Get more Leads • Get more Customers 1st Generation 2nd Generation 3rd Generation
- 14. by Joshua Porter Outbound Inbound Lifecycle Marketing Marketing Marketing Internet Marketing 3.0 Different Goal
- 15. Customer Analytics Relevant Customer Marketing Service Components of Lifecycle Marketing
- 17. Optimize your startup for learning by creating a data-driven marketing framework.
- 18. Analytics & A/B Testing are also not the answer.
- 19. Use quantitative & qualitative data to test YOUR assumptions.
- 20. A/B Testing. Multivariate Testing. Huh?
- 21. Multivariate Testing is Useless.
- 22. You are way too small to matter.
- 23. The point of testing is to prove or disprove assumptions quickly.
- 24. Multivariate testing leads to a non-gratifying experience because it takes too long.
- 25. The vast majority of sites should only use A/B testing. This means you.
- 26. Shameless Plug: Learn by example ABTests.com
- 27. Always Be Testing Just Don’t be Stupid.
- 28. The Local Maxima Problem A Better Design Your Design Optimized at Local Maxima Current by Joshua Porter
- 29. Optimize your startup for learning not data.
- 30. The 3 Steps to Data-Driven Startup Enlightenment
- 31. Data-Driven Startup Checklist ★ Operating Dashboard ★ Conversion Funnel Analysis ★ Cohort Analysis
- 32. Skip the fancy shit and use Google Spreadsheet. Ghettofabulous.
- 33. Step 1: The Operating Dashboard.
- 34. A single place for your entire team to see where you suck the most.
- 35. Fictional Company-wide dashboard Everyone! Including interns.
- 36. Every initiative has to map to positive changes in these numbers.
- 37. Kill all features that don’t improve your operating metrics.
- 38. Only move to the second step after you’ve mastered the Operating Dashboard.
- 39. Step 2: Conversion Funnels
- 40. Metrics are fun, but Funnels kick ass.
- 41. Fancy Forget pretty visualizations
- 42. Pretty Wasted time
- 43. Keep it raw & ugly Do this tomorrow morning.
- 44. Monitor your funnel weekly to see how changes are impacting your business.
- 45. If you aren’t doing this you are implementing lots of useless features.
- 46. Features that will waste your precious time.
- 47. Step 3: Cohort Analysis
- 48. This is the “shot caller” of all analyses. Respect.
- 49. Cohort Analysis by Fred Wilson (post)
- 50. Without a cohort analysis you are flying blind.
- 51. Is your churn going up or down?
- 52. You don’t have a clue until you’ve done a cohort analysis.
- 53. Cohort analytics is in closed beta. Apply at Performable.com.
- 54. Focus on your customers. Not data.
- 55. Only one thing matters.
- 56. Does anyone care about your product?
- 57. Remember that your goal is simple!
- 58. Happy Customers
- 59. Thank You! David Cancel Twitter: performable http://www.performable.com