Barcamp conway 2013

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  • 1. Using data to understand yourcustomer baseLuke Coleman@ltcolemanSaturday, February 23, 13

2. Small Data vs. Big Data All data is the same, costis the only factor You could lease the IBM350 for $3,200 permonth First consumer 5mbhard drive in the 1980swas well over $3000Saturday, February 23, 13 3. Analytics to understandyour customer Analytics is the discovery andcommunication of meaningful patterns indata These patterns allow you to understandyour customers What is the most popular analyticsplatform?Saturday, February 23, 13 4. Google Analytics Google owns your data Premium costs ~150k / year Google deals with hosting your analyticssolution ( capacity issues )Saturday, February 23, 13 5. Piwik Piwik is the major open source alternativeto Google Analytics You host the solution You own the data Free More exibilitySaturday, February 23, 13 6. Test Flight App iOS SDK Beta testing Analyze usage throughcheckpoints & feedback Crash reportsSaturday, February 23, 13 7. TestFlight LIVE Crash reports Engagement Usage data RevenueSaturday, February 23, 13 8. TestFlight LIVE Crash reports Engagement Usage data RevenueSaturday, February 23, 13 9. Analytics with A/B testing What is A / B testing? Without data, how useful would A / B testing be? OptimizelySaturday, February 23, 13 10. A / B testing What do you normallywant to test? The call to actionswording, size, color,and placement Headline or productdescription Forms length andtypes of eldsSaturday, February 23, 13 11. A / B testing Layout and style of website Product pricing and promotional offers Images Amount of textSaturday, February 23, 13 12. A / B testing Smashing Mag : Ultimate Guide Obama campaign Obama digital team used ~500 a / b testsover 20 months Increased donation conversions by 49% andsign up conversions by 161%Saturday, February 23, 13 13. Obama form testSaturday, February 23, 13 14. Obama form testSaturday, February 23, 13 15. Obama headline testSaturday, February 23, 13 16. Obama headline testSaturday, February 23, 13 17. Obama image testSaturday, February 23, 13 18. Obama image testSaturday, February 23, 13 19. A / B testing Obama digital team analyzed their data andgained valuable insights into UX/ UI bestpractices Many times people want to second guessthe results As long as your data pool is large enough,the data does not lieSaturday, February 23, 13 20. Q &AFollow me! @ltcolemanSaturday, February 23, 13