Making Data Informed Decisions

Alyson Murphy

@Moz @AlysonMurphy

At Moz we create inbound marketing software

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All of your data in one place

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In sexy reports

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To help you do better marketing

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Let’s talk about data

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You have data

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A lot of data

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But where to start

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Let’s just start digging!

You look at stuff

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And more stuff

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And get lost

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And more lost

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Then the question…

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What should I look at?

Data-driven doesn’t mean data should drive

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Have a Strategy

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Not a Data StrategyA Company Strategy… that data helps inform

Make Data-Informed Decisions

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1.Strategize2.Generate Ideas3.Prioritize4.Research5.Deploy6.Evangelize & Iterate

1. Strategize

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Value to customers

Goal

KPIs

Dashboard

2. Generate Your Ideas

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The Team

Dev

Design Data

Marketing

2. Generate Your Ideas

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The Team

Dev

Design Data

Marketing

Let’s be ThinkGeek

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1. Strategize

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Value to customers

Goal

KPIs

Dashboard

Purchases

Personalize

Make Geeks Geekier

Project #1

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Improve featured products

Project #2

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Persist preferences in the sort order

Project #3

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Personalize emails

2.5 Take a look at your projects

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Improve the featured products

Persist preferences in the sort order

Personalize emails

Then the question…

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How do I know which projects will create the biggest impact?

3. Prioritize Your Ideas

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ProjectRevenue Difference

Amount of Work

Prioritization Score

Improve Featured Products $5,500 $1400 $4,100

Persist Preferences in Sorting $4,000 $1400 $2,600

Personalize Emails $3,500 $2000 $1,500

Sort By THIS

3. Prioritize Your Ideas

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ProjectRevenue Difference

Amount of Work

Prioritization Score

Improve Featured Products $5,500 $1400 $4,100

Persist Preferences in Sorting $4,000 $1400 $2,600

Personalize Emails $3,500 $2000 $1,500

4. Research Your Idea

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Data

Research

Design Dev

Data

4. Research – Design

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Data

Research

Design

Data

4. Research – Design

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4. Research – Data 1

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Data

Research

Design Dev

Data

4. Research – Data 1

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4. Research – User Testing

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Data

Research

Design Dev

Data

4. Research – User Testing

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None of these products interest me.

- Jane Why are these products featured?

- Roberto

I didn’t even see the featured products.

- Martin

4. Research – Data 2

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Data

Research

Design Dev

Data

4. Research – Data 2

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4. Research – Design 2

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Data

Research

Design Dev

Data

4. Research – Design 2

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4. Research – Dev

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Data

Research

Design Dev

Data

5. Deploy Your Ideas

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AB Test

Analyze & Recommend

Make the decision

5. Deployment – AB Testing

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AB Test

Analyze & Recommend

Make the decision

If it’s worth working on,It’s worth testing

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5. Deployment – AB Testing

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Test Cell Population Successes Success Rate

Control 10,000 502 5.02%

Variation 10,000 711 7.11%

Statistically significant difference!

5. Deployment – Recommendation

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AB Test

Analyze & Recommend

Make the decision

5. Deployment – Recommendation

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GO WITH THIS ONE!

5. Deployment – Decision

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AB Test

Analyze & Recommend

Make the decision

5. Deployment – Decision

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6. Celebrate and Evangelize

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Recap

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Data is in every step of the decision

Recap

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Data is in every step of the decisionData helps many teams

Recap

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Data is in every step of the decisionData helps many teamsData helps inform the decision

Recap

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Data is in every step of the decisionData helps many teamsData helps inform the decisionData does not make the decision

Thanks for Watching!@AlysonMurphy