Upload
jeanne-sheehy
View
509
Download
0
Tags:
Embed Size (px)
DESCRIPTION
If you've ever ordered anything from Amazon, you know how big data works. These huge consumer sites know what we like, what other people like us would buy, how we can tell friends what we bought, and how we can share our feelings about the company we purchased from, and more. Take the magic of big data and turn it into a powerful tool for prospects and members. Take a behind-the-scenes look at how big data works, get introduced to "small data" for associations, and give your website visitors a personalized and powerful experience with your digital presence.
Citation preview
#ASAE14
Small Data for Associations: Adopting Big Data Concepts
August 11, 20149:00 amhashtag: #asae14 LC8
#ASAE14
Data Defined• Big Data is data too large and complex for
conventional tools to capture, store, manage, and analyze– Volume, variety and velocity (Gartner, 2001)
• Small data connects people with timely, meaningful insights (derived from big data and/or “local” sources), organized and packaged – often visually – to be accessible, understandable, and actionable for everyday tasks. (Digital Clarity Group)
#ASAE14
Big Data Infographic
#ASAE14
#ASAE14
#ASAE14
#ASAE14
We thought that we had the answers It was the questions we had wrong
#ASAE14
It’s About the End-User• The last mile of big data is where the value
is created, opinions are formed, insights are shared, and action are made. By non-data scientists. Everyday.
• “Value” needs to be the last V, joining Volume, Velocity and Variety.
• Small data is about the end-user, what they need, and how they can take action.
• Focus on the user first, and a lot of technology decisions become clearer.
#ASAE14
Where to Start: Smart Data• Experimental & Survey Research Data – most
trusted• Communities or Advisory Panels
– Systems that allow frequent surveying or collection of opinions from a small group
• Social media data– Early warning sign, competitive initiative– A lot of noise in the data; be suspicious
• Establish standards, monitor data health, fix what’s broken and as it comes in, grow your data wisely
• Privacy– More data isn’t better and as we collect more and more we
run the risk of invading privacy issues
#ASAE14
Small Data Analysis
• Start with what you have – the small data– Inventory and analyze current data– Ensure collection is getting accurate, up to
date information and past data is cleansed
• Work with other departments to know what you’re looking for– Meeting/event data, member
services/support, website analytics, social networks, etc.
#ASAE14
Small Data Deep Dive
#ASAE14
(SR) CTR = VV x CR = L
(L x CL)(P – Dc) = $L = leadsP = priceCL = closing rateDc = delivery costs$ = profit!
S = search volumeR = rankCTR = click through
V = visitsCR = conversion
Website ROI is complicated…
#ASAE14
Traffic x Conversion Rate = Success
…so let’s make it simple
#ASAE14
#ASAE1415
1. TRAFFICThe total number of visitors to the website
2. CONVERSION RATEThe percentage of visitors who take action– Leads, New Members– Subscribers– Donors– Event Registrants
It comes down to two little numbers
#ASAE14
The Funnel
#ASAE14
The Funnel+ Marketing
#ASAE14
TOPOF THE FUNNEL
#ASAE14
#ASAE1420
Top Content Report
#ASAE1421
Find Your Traffic Champions
#ASAE1422
Initial spike from email marketing and social promotion(one week)
20 to 40 visits per dayfrom organic search(months or years)
The spike …and the long tail
#ASAE14
Which posts have the most
ranking potential?
Low Hanging SEO Fruit
#ASAE1424
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two!
#ASAE1425
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two!
#ASAE14
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position” greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching for the phrase
How to find posts with traffic potential
#ASAE14
If GE only knew…
#ASAE14
A Very Poor Job of Indicating Relevance…
#ASAE14
• Once in the beginning of the Title <title> • Once in the Header <H1>• 4 – 6 times in the Body text
How to Indicate Relevance (on-page SEO)
#ASAE14
GE has an opportunity…
#ASAE14
• Improve the quality with more detail and length• Link to the page from other related pages• Target a different (longer, less competitive) phrase• Create more content on related topics, link.• Create content in another format…
Still not ranking higher?
Link, Link! Nudge, Nudge!
#ASAE1432Source: Periodic Table of Content
The Periodic Table of Content
#ASAE14
MIDDLEOF THE FUNNEL
#ASAE1434
Campaign Report
#ASAE14
Before…
After…
Conversion Optimization for Subscribers
#ASAE1436
1900% Increase in Subscribers
#ASAE1437
• Prominent• Promise• Proof
Why did it work?
#ASAE14
X Tons of Form Fields
X Asks for Personal Info
X No Proof, No Promise
Worst Signup Form Ever…
#ASAE14
Which are the most compelling posts on your blog?
Find Your Conversion Champions
#ASAE1440
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers Per Blog Post
#ASAE1441
Pageviews per Blog Post
#ASAE14
…also known as conversion rate!
Subscribers per Pageview Per Blog Post
#ASAE1443
Let’s watch that in slow mo…
#ASAE14
• Put it into heavy rotation on the social networks
• Add it to your home page slideshow• Add a link in your email signature• Run an ad using PPC, Facebook, etc.• Write and pitch a guest post linking back
to the page• Link to the post from other high traffic
pages
Now drive some traffic to it…
#ASAE14
Lewis CarrollAlice in Wonderland
“If you don’t know where you are going,any road will get you there.”
#ASAE14
BOTTOMOF THE FUNNEL
#ASAE14
#ASAE1448
Conversion Report
#ASAE14
Why do visitors take action?
#ASAE1450
Testimonials & Social Proof
#ASAE1451
Never Make a Testimonials Page
#ASAE14
When you say it, it’s marketing.
When they say it, it’s social proof.
Testimonials = Social Proof
#ASAE14
Combine Your Champions!
#ASAE14
#ASAE1455
EXAMPLE: How to Market an Event
#ASAE1456
EXAMPLE: How to Market an Event
#ASAE1457
EXAMPLE: How to Market an Event
#ASAE1458
EXAMPLE: How to Market an Event
#ASAE1459
Where there’s traffic, there’s hope!
#ASAE14
Data Drives Decisions
#ASAE14
Intuition vs. Data-Driven
• Rely on experience to define business goals, create hypotheses and identify problems and solutions– Use analytics to test and refine
assumptions and create a feedback loop with members
– Staff is always an excellent source of information
#ASAE14
Data Visualization• Multiple existing data sources like Google
Analytics, account records/AMS, CRM, social networks into a more accessible “data-blending” approach into a visual, more coherent workspace or dashboard
• Select data on value not availability• Move data out of IT• Commit
Note: empower the association staff user with information they need – not all information
#ASAE14
Emerging Tools• IBM and SAP – platforms for aggregating and
analyzing large amounts of data from multiple sources using in-memory computing technologies.
• Member journey mapping• Hadoop, Mongo, Cassandra, NoSQL – analyzing
large amounts of unstructured data• AMS Member Engagement Tools• Data-visualization tools/marketing automation
software– Tableau, QlikView, LogiAnalytics, HubSpot, Marketo
• Single customer view
#ASAE14
Examples
#ASAE14
Uni
ca
Dah
sboa
rds
Enga
gemen
t
CME&
MOC
Faculty-COIManagemen
tAttendee
Interactive
iMISAccountin
gPN3-Solomon
Help Desk
Parature
Publishing
LWW
LMSWBT
Express Evaluations
Websites
SharepointNetinsight
eCommerce
BroadcastEmail
Unica eMessage
MediaGTMeetin
gOn
Demand
Society for Critical Care Medicine
#ASAE14
4 Must Haves (in priority order)1. Central (Integrated/Accessible)
Data
2. Culture that embraces data-based decisions
3. Talent to analyze and understand
4. Capacity to flexibly respond to insights
Society for Critical Care Medicine
#ASAE14
#ASAE14
#ASAE14
Resources• Harvard Business Review March 2013• Forrester Research• Gartner Research• Economist Intelligence Report: Fostering a Data-Driven
Culture• “Getting to the Good Stuff”: Evidence-Based Decision
Making for Associations (Houstle and Engle)• The Big Data Insight Group• McKinsey & Co.: Customer Journey Mapping• The Content Marketing Institute• BrandSavant.com • SAS: Four Steps to Analytic Success• The Real Cost of Bad Data – Six Simple Steps to Addres
s Data Quality Issues
#ASAE14
Contact usAndy Crestodina
Principal, Strategic Director
Orbit Media
773.353.8301
Jeanne Sheehy
VP and CMO
Bostrom
312.596.5224