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I. Data-Driven Thinking

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Data-based decision-making requires you to alter your mindset.

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Don’t collect data that isn’t actionable: only gather insights that could change the

way you do something.

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Where can you gather customer insights?

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Where can customer insights be applied?

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II. Data Collection in Action

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Keyword Research

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How?Google Analytics

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How?Google Analytics

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How?AdWords Keyword Tool

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How?AdWords Keyword Tool

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So what?

• Marketing– SEO/SEM– Content– Email Marketing

• Sales– Insight into how customers are thinking

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On-Site Behavior

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How?Google In-Page Analytics

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How?Google In-Page Analytics

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How?Google Analytics: Visitors Flow

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How?On-site search

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So what?

• Marketing– Highlight most engaging content– Insight into typical customer journey

• Product– Organize website so sought-after content is easy

to find– Navigation

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A/B Tests and Experimentation

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How?

Advertising: Optimization-focused A/B test

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How?

Advertising: Insight-focused A/B tests

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How?Email: From insight to optimization

Free report: changing mobile

behavior

1 in 5 emails will be opened on mobile

1 in 5 emails will be opened on mobile

5 key CRM questions

vs.

vs.

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How?Landing Pages

Suggested Tools: Optimizely, Visual Website Optimizer

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So what?

• Immediate payoff: Increase conversion rates• Marketing / Sales– Value propositions

• Marketing– Collateral– Web copy– Future ad campaigns

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Closed-Loop Marketing

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How?Closed-loop marketing systems

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How?• Marketing Automation– Which content leads to conversions?

• DIY– UTM codes– Pass campaign data into CRM– Consult your developer team

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So what?

• Marketing– Channel performance– Learn about audiences– What type of content converts?

• Sales– How have prospects interacted with your brand?

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Customer Feedback

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How?Web surveys

Suggested Tools: Qualaroo (formerly KISSInsights), Survey.io

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How?Web surveys

Suggested Tools: Qualaroo (formerly KISSInsights), Survey.io

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How?

• Direct Feedback– Systematize feedback

• FAQs– Building a process

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So what?

• Marketing– Value propositions– FAQs

• Sales– Setting expectations

• Product– Solving pain points

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III. Systems and Best Practices

• Choose your metrics wisely: if you can’t act on something don’t measure it

• Determine reporting frequency• Who owns which data sources?• Don’t let data live in silos• Data-based decision-making requires an

organizational commitment

Web: www.retargeter.com

Phone: (415) 738-0573

Twitter: http://bit.ly/AdxV9U

LinkedIn: http://linkd.in/yqVIyq

Facebook: http://on.fb.me/xvUGCL

Google+: http://bit.ly/yYUxh0

Contact Us

Hafez Adel, Sr Director of Marketinghafez@retargeter.com

Caroline Watts, Marketing Managercaroline@retargeter.com

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