data to help us win - campaign bootcamp talk

Data in 30 minutes

What I will try to say, is that...

• data is people • data is for everyone (including you) • data can be magical • data can be a distraction • data can make us better • data can help us win

Data and I

Data can keep us honest

Honestly

just faster

Data is old news

and people are only human

Data = People

People are only human

Data1.Collecting 2.Reporting 3.Analysis 4.Making things better

Some pots of data

• Web Analytics • Testing and Optimisation • Email • Social • CRM (Supporter Database) • Other databases

magic

%

A !!B

£3.40 increase average one-off gift !£68,000 increase to our annual income !could restore... 1,360 hectares of grassland where tigers live and hunt their prey !

£2 million / year new direct debit

sign-ups

£4 million / year new direct debit sign-ups

ROI

You have £1,000 marketing budget

Options Cost per signature

Facebook ? ?

Twitter ? ?

Search Ads ? ?

You have £1,000 marketing budget

Options Cost per signature

Facebook £0.81 1,234

Twitter £1.03 970

Search Ads £0.34 2,941

distraction

!

!Vanity Metrics

!•Potential Reach •Visits •Pageviews •Followers •Likes •Downloads

KPI vs FYI

ABSOLUTE vs RELATIVE

STATISTICAL SIGNIFICANCE VS

SIGNIFICANT SIGNIFICANCE

A good place to start1. Sign up for Google Analytics 2. Setup tracking on a web page 3. https://analyticsacademy.withgoogle.com 4. Setup some tracking goals 5. Make a change to the webpage and measure

the impact on your goals

You can do data

Don’t be afraid

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Utterly Comprehensive

Quick Read Action-focused

Adam Lofting

@adamlofting adamlofting.com

Did I manage to say that… ?

• data is people • data is for everyone (including you)

• data can be magical • data can be a distraction • data can make us better • data can help us win

Image credits• http://www.flickr.com/photos/106173533@N02/10409915363/ • http://www.flickr.com/photos/griangrafanna/218593298/ • http://en.wikipedia.org/wiki/File:St_Thomas_Hospital_1931_appeal.jpg • http://en.wikipedia.org/wiki/File:Illustration_at_page_201_in_Europa%27s_Fairy_Book.png • http://www.flickr.com/photos/andrewparnell/315009749/ • http://acheronnights.deviantart.com/art/Glitter3-409601019 • http://www.flickr.com/photos/salemmapubliclibrary/7831493766/ • http://commons.wikimedia.org/wiki/File:Warning!!!...Tiger_in_training...O)).jpg • http://www.flickr.com/photos/futurilla/5405202945/sizes/l/