The Science of Analytics
Transcript of The Science of Analytics
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The Science of AnalyticsHow to measure ROI.
Dan Zarrella
Social Media Scientist
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Unicorns and
Rainbows
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decisions?
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Takeaway:Learn to measure the
ROI of everything.
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What do I want to
improve?
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Takeaway:Identify what leads to
dollars and cents.
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KPI
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Takeaway:Track everything
(including social).
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Proxy Metrics
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Engagement
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Takeaway:After ROI, measure
engagement.
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What does my
market want?
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Focus Groups
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Surveys
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Takeaway:Ask your audience
what they want.
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Takeaway:Identify information
voids.
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What will I test?
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vs
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Takeaway:Test form field
quantities.
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Takeaway:Offer content, not
pitches.
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Get Started Now
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Takeaway:Make CTAs clickable.
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Color
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49
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Takeaway:Experiment with
punchy colors.
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Bad
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Good
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Takeaway:Experiment with hero
images.
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Which variation
was best?
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Takeaway:Always be testing.
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Dan Zarrella
@DanZarrella