Small Data for Associations: Adopting Big Data Concepts
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The document discusses the concepts of big data and small data, highlighting the importance of small data for end-users by providing meaningful insights that are actionable. It emphasizes the need for organizations to focus on user needs, ensuring data collection practices are effective while maintaining privacy standards. The piece also outlines strategies for optimizing web traffic and conversion rates through effective data analysis and visualization tools.
Small Data for Associations: Adopting Big Data Concepts
- 1. #ASAE14 Small Data for Associations: Adopting Big Data Concepts August 11, 2014 9:00 am hashtag: #asae14 LC8
- 2. #ASAE14 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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- 7. #ASAE14 We thought that we had the answers It was the questions we had wrong
- 8. #ASAE14 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.
- 9. #ASAE14 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
- 10. #ASAE14 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.
- 11. #ASAE14 Small Data Deep Dive
- 12. #ASAE14 (SR) CTR = V V x CR = L (L x CL)(P – Dc) = $ L = leads P = price CL = closing rate Dc = delivery costs $ = profit! S = search volume R = rank CTR = click through V = visits CR = conversion Website ROI is complicated…
- 13. #ASAE14 Traffic x Conversion Rate = Success …so let’s make it simple
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- 15. #ASAE1415 1. TRAFFIC The total number of visitors to the website 2. CONVERSION RATE The percentage of visitors who take action – Leads, New Members – Subscribers – Donors – Event Registrants It comes down to two little numbers
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- 21. #ASAE1421 Find Your Traffic Champions
- 22. #ASAE1422 Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years) The spike …and the long tail
- 23. #ASAE14 Which posts have the most ranking potential? Low Hanging SEO Fruit
- 24. #ASAE1424 Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page two!
- 25. #ASAE1425 Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page two!
- 26. #ASAE14 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
- 27. #ASAE14 If GE only knew…
- 28. #ASAE14 A Very Poor Job of Indicating Relevance…
- 29. #ASAE14 • 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)
- 30. #ASAE14 GE has an opportunity…
- 31. #ASAE14 • 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!
- 32. #ASAE1432 Source: Periodic Table of Content The Periodic Table of Content
- 35. #ASAE14 Before… After… Conversion Optimization for Subscribers
- 36. #ASAE1436 1900% Increase in Subscribers
- 37. #ASAE1437 • Prominent • Promise • Proof Why did it work?
- 38. #ASAE14 X Tons of Form Fields X Asks for Personal Info X No Proof, No Promise Worst Signup Form Ever…
- 39. #ASAE14 Which are the most compelling posts on your blog? Find Your Conversion Champions
- 40. #ASAE1440 Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/ Subscribers Per Blog Post
- 41. #ASAE1441 Pageviews per Blog Post
- 42. #ASAE14 …also known as conversion rate! Subscribers per Pageview Per Blog Post
- 43. #ASAE1443 Let’s watch that in slow mo…
- 44. #ASAE14 • 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…
- 45. #ASAE14 Lewis Carroll Alice in Wonderland “If you don’t know where you are going, any road will get you there.”
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- 49. #ASAE14 Why do visitors take action?
- 50. #ASAE1450 Testimonials & Social Proof
- 51. #ASAE1451 Never Make a Testimonials Page
- 52. #ASAE14 When you say it, it’s marketing. When they say it, it’s social proof. Testimonials = Social Proof
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- 55. #ASAE1455 EXAMPLE: How to Market an Event
- 56. #ASAE1456 EXAMPLE: How to Market an Event
- 57. #ASAE1457 EXAMPLE: How to Market an Event
- 58. #ASAE1458 EXAMPLE: How to Market an Event
- 59. #ASAE1459 Where there’s traffic, there’s hope!
- 61. #ASAE14 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
- 62. #ASAE14 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
- 63. #ASAE14 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
- 64. #ASAE14 Examples
- 67. #ASAE14 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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- 70. #ASAE14 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 Address Data Quality Issues
- 71. #ASAE14 Contact us Andy Crestodina Principal, Strategic Director Orbit Media andy@orbitmedia.com 773.353.8301 Jeanne Sheehy VP and CMO Bostrom jsheehy@bostrom.com 312.596.5224