MARKETING LIKE A QUANT [INBOUND 2014]
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The document discusses the evolution of marketing data collection, transitioning from traditional methods to machine-driven insights. It suggests a systematic approach for marketers to identify opportunities, understand data, and experiment for better conversions. Key strategies include testing, measuring results, and adapting based on insights from both high and low traffic sources.
MARKETING LIKE A QUANT [INBOUND 2014]
- 1. #INBOUND14 Marketing Like a Quant Hiten Shah Crazy Egg & KISSmetrics
- 2. #INBOUND14
- 3. #INBOUND14 What gets measured, gets managed. Peter Drucker
- 4. #INBOUND14 What Marketing Felt Like
- 5. #INBOUND14
- 6. #INBOUND14 Data is Everywhere! Each tool a marketer uses creates even more data to view, understand and analyze.
- 7. #INBOUND14 The Opportunity To make sense of all this marketing data so you can take action.
- 9. #INBOUND14 The General Store
- 10. #INBOUND14 Data about customers existed in people’s brains.
- 11. #INBOUND14 1962
- 12. #INBOUND14 It's not called the wheel, it's called the carousel.
- 13. #INBOUND14 It let’s us travel the way a child travels… Don Draper
- 14. #INBOUND14
- 15. #INBOUND14 Data about customers came from panels and focus groups.
- 17. #INBOUND14 Hello Mr. Yakamoto, and welcome back to the Gap.
- 18. #INBOUND14 How did those tank tops work out for you? Minority Report
- 19. #INBOUND14 Data about customers is stored and acted on by machines.
- 21. #INBOUND14
- 22. #INBOUND14
- 23. #INBOUND14
- 26. #INBOUND14 Uber
- 27. #INBOUND14 Provide customers what they want right when it’s needed.
- 28. #INBOUND14 Big companies have the resources to throw money, machines and people at the opportunity… What can you do?
- 29. #INBOUND14
- 30. 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
- 31. #INBOUND14
- 32. #INBOUND14 Visits to KISSmetrics.com
- 33. #INBOUND14 Signups from KISSmetrics.com
- 34. #INBOUND14 Even when our traffic dipped we were able to get more signups. How did we do it?
- 35. #INBOUND14 Conversion Rate of KISSmetrics.com
- 36. #INBOUND14 It’s Simple! Buy Low. Sell High.
- 37. #INBOUND14 Sources With Low Traffic And High Conversions
- 38. #INBOUND14 Low Traffic, High Conversions Figure out how to get more traffic from those sources.
- 39. #INBOUND14 Sources With High Traffic And Low Conversions
- 40. #INBOUND14 High Traffic, Low Conversions Improve your conversions by A/B testing.
- 41. #INBOUND14 Sources With Low Traffic And Low Conversions
- 42. #INBOUND14 Low Traffic, Low Conversions Investigate to see if it’s possible to get more traffic from those sources.
- 43. #INBOUND14 Sources With High Traffic And High Conversions
- 44. #INBOUND14 Sources With High Traffic And High Conversions
- 45. #INBOUND14 Sources With High Traffic And High Conversions
- 46. 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
- 47. #INBOUND14
- 48. #INBOUND14 Find the problems Why are customers not doing the things you want them to be doing?
- 49. #INBOUND14 Why do people cancel?
- 50. #INBOUND14 Use Qualaroo.comto ask website visitors questions
- 51. #INBOUND14 Why don’t people convert on landing pages?
- 52. #INBOUND14 What’s preventing people from signing up?
- 53. 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
- 54. #INBOUND14 There’s internal debate
- 55. #INBOUND14 Everyone has their opinion
- 56. #INBOUND14 You just want to do the right thing
- 57. #INBOUND14 Eventually somebody says… Let’s just test it.
- 58. #INBOUND14 1 Start with data 2 Make an educated guess 3 Run an experiment 4 Measure your results 5 Decide what’s next Experiment likea scientist
- 59. #INBOUND14 Find the quickest way to get data
- 60. #INBOUND14 Create small experiments
- 61. #INBOUND14 Test emails by sending to small groups first
- 62. #INBOUND14 Find out what’s already worked for you and others
- 63. #INBOUND14 Test blog post ideas using social media
- 64. #INBOUND14 Today. We can all do better than we did yesterday.
- 65. #INBOUND14 Hiten Shah hnshah@gmail.com How can I help you?