data-driven decision-making by: aaron maass

Data-Driven Decision-MakingMay 7, 2014

2 ©MaassMedia, 2014

MaassMedia is a boutique digital analytics firm that helps companies collect and use datato acquire and retain more customers.

We work with large enterprises and mid-market clients to design, develop and implementcustom improvements to their analytics capabilities that quickly deliver measurablebenefits to their bottom-line.

• Founded: 2008• Location: Philadelphia• Specialties: Custom implementation, reporting, analysis, testing, optimization & training• Clients: Comcast, ESPN, Lenovo, Coldwell Banker, NASDAQ, Thomson Reuters,

Publishers Clearing House, Waterford Crystal, Verisign, Gore-Tex

MaassMedia Background


“Big Data” Popularity At Record HighsSource: Google Trends

Source: Google Keyword Planner


But Adoption Is Low. Why?


“People blame the data when they should beasking better questions.” – Nate Silver

How are users engaging withmy site?

How can I make my marketingcampaigns more effective &accountable?

Am I creatingeffective content?

Where and why are visitorsabandoning my shopping cart?

How do I improve siteinteraction?

So what?


How?


Three Pillars Of Data-Driven Decision-Making

People Process Technology

+ +


Hire the Right People

??

=vs.


Put In Place A Process

OrientOrient

Decide(Hypothesis)

Decide(Hypothesis)Act (Test)Act (Test)

ObserveObserve

OODA LoopThe Elephant and the Blind Men


Use the Right Technology

OODA

But…Keep It Simple


Real-World Examples

Example #1 – DuPont


QuestionAre the most clicked

thumbnail images abovethe page fold?

Example #1 (continued)


OrientationClicks on color images

were predictive indicatorsof sales demand!

ActionIncorporate info into

manufacturing forecastmodel to manage

inventory.

Example #2 – Eastman Chemical


QuestionWhat are visitors

searching for on thewebsite and why?



ObservationSearches on keyword

“cost” returned no infoon pricing!

DecisionRedesign search resultsto provide more detail.

Example #3 – Comcast


QuestionWhy are 6.8% of clicksfrom homepage on the

company logo?



ObservationPeople click on keywords in

the tagline, which were part ofthe same image!

ActionBreak logo into links that drive

prospects to contentcorresponding to the word.

Example #4 – Lenovo


Workstations hadgreatest averagepageviews andlowest average

satisfaction

IdeaCentres hadthe lowest average

pageviews andhighest average

satisfaction

Workstations hadgreatest averagepageviews andlowest average

satisfaction

IdeaCentres hadthe lowest average

pageviews andhighest average

satisfaction

Avg PageviewsAvg PageviewsAvg SatisfactionAvg Satisfaction

QuestionAre high pageviewscorrelated to low

satisfaction? If so, why?



The IdeaCentre mainpage has a standoutShop Now button,

product blurbs, anda comparison matrix

The IdeaCentre mainpage has a standoutShop Now button,

product blurbs, anda comparison matrix



TheWorkstations

main page hasnone of thesethree design

features

TheWorkstations

main page hasnone of thesethree design

features

DecisionTest redesigns of

Workstation page withcomparison matrix,

product info and calls-to-action

Example #5 (Partner KnowClick)


Account Creation

Checkout >

Client’sConversion

Funnel

Cart

Checkout >

Appointment

Checkout >

~75%abandon

~56%abandon

~20%abandon

• Cart viewers didn’t intend tocheckout

• Price was too high

• Asking for too much personalinfo

• Password req. too complex

• Appointment time unavailableClientQuestions/

Assumptions• 73% had planned to

checkout, but...• Not enough information

provided to convince themto checkout.• Is an appt. time avail?• Is it really in stock?

• Visitors not ready to createan account until theyknow:• Is an appt. time avail?• Is the product really in stock?

• Most abandoners wantedan appointment today (notenabled on site).

• Most other visitors lovedthis page!

Orient (Analyze)



Cart Account Creation Appointment

Checkout > Checkout >

ORIGINALCHECKOUTPROCESS

Checkout >

(moved)(moved)Cart Account CreationAppointment

(changed)(changed)

SeeAppointment

Times > Continue >Continue >

IMPROVEDCHECKOUT

(per KnowClickRec’s)

(moved)(moved)

RESULTSConversion Rate went from 0.6% to 2.2%.

Online Revenue Increased by: ~$29 Million/Year

ROI: >400 to 1 (Revenue via cost)

0.6%

2.2%

Prior toChanges

After Changes

Online ConversionRate

Data-Driven Decision-Making Summary


People Process Technology

OrientOrient

DecideDecideActAct

ObserveObserve

+ +??

Thank You!


Aaron H. MaassMaassMedia, LLC

p: (215) 545-1515 | c: (617) 803-4120 | f: (215) [email protected] | www.maassmedia.com

LinkedIn: http://www.linkedin.com/in/maassmediaTwitter: @maassmetrics

data-driven decision-making by: aaron maass

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