#INBOUND14

Marketing Like a Quant

Hiten Shah

Crazy Egg & KISSmetrics

#INBOUND14

#INBOUND14

What gets measured, gets managed.

Peter Drucker

#INBOUND14

What Marketing Felt Like

#INBOUND14

#INBOUND14

Data is Everywhere!

Each tool a marketer uses creates even more data to view, understand and analyze.

#INBOUND14

The Opportunity

To make sense of all this marketing data so you can take action.

#INBOUND14

1788

#INBOUND14

The General Store

#INBOUND14

Data about customers existed in people’s brains.

#INBOUND14

1962

#INBOUND14

It's not called the wheel, it's called the carousel.

#INBOUND14

It let’s us travel the way a child travels…

Don Draper

#INBOUND14

#INBOUND14

Data about customers came from panels and focus groups.

#INBOUND14

20542002

#INBOUND14

Hello Mr. Yakamoto, and welcome back to the Gap.

#INBOUND14

How did those tank tops work out for you?

Minority Report

#INBOUND14

Data about customers is stored and acted on by machines.

#INBOUND14

Today.

#INBOUND14

#INBOUND14

#INBOUND14

#INBOUND14

Amazon

#INBOUND14

Audible

#INBOUND14

Uber

#INBOUND14

Provide customers what they want right when it’s needed.

#INBOUND14

Big companies have the resources to throw money, machines and people at the opportunity…

What can you do?

#INBOUND14

1 Identify your marketing opportunities

2 Find the why behind your data

3 Experiment like a scientist

3 Ways To Get Insights From Your Data

#INBOUND14

#INBOUND14

Visits to KISSmetrics.com

#INBOUND14

Signups from KISSmetrics.com

#INBOUND14

Even when our traffic dipped we were able to get more signups.

How did we do it?

#INBOUND14

Conversion Rate of KISSmetrics.com

#INBOUND14

It’s Simple!

Buy Low.Sell High.

#INBOUND14

Sources With Low Traffic And High Conversions

#INBOUND14

Low Traffic, High Conversions

Figure out how to get more traffic from those sources.

#INBOUND14

Sources With High Traffic And Low Conversions

#INBOUND14

High Traffic, Low Conversions

Improve your conversions by A/B testing.

#INBOUND14

Sources With Low Traffic And Low Conversions

#INBOUND14

Low Traffic, Low Conversions

Investigate to see if it’s possible to get more traffic from those sources.

#INBOUND14

Sources With High Traffic And High Conversions

#INBOUND14

Sources With High Traffic And High Conversions

#INBOUND14

Sources With High Traffic And High Conversions

1 Identify your marketing opportunities

2 Find the why behind your data

3 Experiment like a scientist

3 Ways To Get Insights From Your Data

#INBOUND14

#INBOUND14

Find the problems

Why are customers not doing the things you want them to be doing?

#INBOUND14

Why do people cancel?

#INBOUND14

Use Qualaroo.com to ask website visitors questions

#INBOUND14

Why don’t people convert on landing pages?

#INBOUND14

What’s preventing people from signing up?

1 Identify your marketing opportunities

2 Find the why behind your data

3 Experiment like a scientist

3 Ways To Get Insights From Your Data

#INBOUND14

There’s internal debate

#INBOUND14

Everyone has their opinion

#INBOUND14

You just want to do the right thing

#INBOUND14

Eventually somebody says…

Let’s just test it.

#INBOUND14

1 Start with data

2 Make an educated guess

3 Run an experiment

4 Measure your results

5 Decide what’s next

Experiment like a scientist

#INBOUND14

Find the quickest way to get data

#INBOUND14

Create small experiments

#INBOUND14

Test emails by sending to small groups first

#INBOUND14

Find out what’s already worked for you and others

#INBOUND14

Test blog post ideas using social media

#INBOUND14

Today.We can all do better

than we did yesterday.

#INBOUND14

Hiten Shahhnshah@gmail.comHow can I help you?