Josh Braaten
CollegisEducation.com
@JLBraaten
• Director of Inbound Marketing, Collegis Education
• Vice President of Minnesota Search Engine Marketing Association
• Co-Founder of Glass en Masse
Three times as likely to execute decisions as intended
Source: Forbes,The Big Data Boom: Is Your Company Ready? October, 2013
Impressions * Click-Through Rate = Clicks =
Visits * Conversion Rate = Conversions *
Average Transaction Value = Revenue –Expenses = Profit
Internet Math is Business Math
Sent Emails * Open Rate = Opens *
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Visits * Conversion Rate = Conversions *
Average Transaction Value = Revenue –Expenses = Profit
Internet Math is Business Math
# of Tweets * Avg Retweet Rate =
Twitter Impressions * Twitter Click-Through Rate = Clicks =
Visits * Conversion Rate = Conversions *
Average Transaction Value = Revenue –Expenses = Profit
Internet Math is Business Math
Impressions * Click-Through Rate = Clicks =
Visits * Conversion Rate = Conversions *
Average Transaction Value = Average Revenue per Quarter *
Number of Quarters – Quarterly Expenses = Profit
Internet Math is Business Math
Twice as likely to use data very frequently when making decisions
Source: Forbes, The Big Data Boom: Is Your Company Ready? October, 2013
Without a System, All Issues Look the Same
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Issues Reported by Students
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Issues Reported by Students with Drops
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Issues Reported by Students with Drops
Public Enemy #1
Issues Reported by Students with Drops
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Source: The New York Times, What Wal-Mart Knows About Customers’s Habits November, 2004
“Start predicting what’s going to happen, instead of waiting for it to happen.”
-Linda Dillman, Walmart, 2004
Source: Forbes, How Target Figured Out a Teen Girl Was Pregnant Before Her Father Did February, 2012
Guest ID # Credit Card Name Email
1000000001 xxxx-xxxx-xxxx-4243 Josh Braaten [email protected]
1000000002 xxxx-xxxx-xxxx-3053 John Doe [email protected]
1000000003 xxxx-xxxx-xxxx-1836 John Smith [email protected]
Getting Systems in Order is Both Easy and Hard
Unique Customer ID
Source: Fast Company, Jawbone Tracked Hundreds of Thousands of Up Users to Find the Most Sleep-Deprived States December, 2013
Without It, Everything Looks Like This
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Issues Reported by Students
Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 Issue 6 Issue 7 Issue 8 Issue 9 Issue 10 Issue 11
Issues Reported by Students with Drops
Issue 4 Issue 1 Issue 2 Issue 7 Issue 3 Issue 5 Issue 8 Issue 9 Issue 10 Issue 11 Issue 6
Issues Reported by Students with Drops
Issue 4 Issue 1 Issue 2 Issue 7 Issue 3 Issue 5 Issue 8 Issue 9 Issue 10 Issue 11 Issue 6
Public Enemy #1
Source: Wired, Mark Zuckerberg’s Letter to Investors: “The Hacker Way” February, 2012
“The Hacker Way is an approach to building
that involves continuous improvement and
iteration. Hackers believe that something can
always be better, and that nothing is ever
complete. They just have to go fix it — often
in the face of people who say it’s impossible
or are content with the status quo.”
- Mark Zuckerberg, Facebook, 2012
An Analytics Swiss Army Knife Provides Insights
Segment Traffic CR(%) Goal Completions
Products 80,000 4% 3,200
Locations 50,000 6% 3,000
Home 225,000 1% 2,250
New Customers 10,000 10% 1,000
Service 15,000 5% 750
An Analytics Swiss Army Knife Provides Insights
An Analytics Swiss Army Knife Provides Insights
An Analytics Swiss Army Knife Provides Insights
An Analytics Swiss Army Knife Provides Insights
An Analytics Swiss Army Knife Provides Insights
An Analytics Swiss Army Knife Provides Insights
An Analytics Swiss Army Knife Provides Insights
An Analytics Swiss Army Knife Provides Insights
An Analytics Swiss Army Knife Provides Insights
Five times as likely to make decisions much faster than their market peers
Source: Forbes, The Big Data Boom: Is Your Company Ready? October, 2013
Controlled Testing Verifies Hypotheses and Understanding
Issues Reported by Students with Drops
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Public Enemy #1
Q1 Q2 Q3 Q4
No Social Media 72% 70% 73% 72%
Facebook Users +26% +27% +15% +14%
Community Users +24% +21% +5% +14%
Source: Harvard Business Review, When to Act on Correlation, and When Not To March, 2014
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Original V1: Blue V2: Olive
Satisfied Neutral Dissatisfied
Qualaroo NPS Ratings by Background Color
Source: Forbes, The Big Data Boom: Is Your Company Ready? October, 2013
Twice as likely to be in the top quartile of financial performance within their industries
When More Companies Can See Where Issues Affect Revenue
Impressions * Click-Through Rate = Clicks =
Visits * Conversion Rate = Conversions *
Average Transaction Value = Average Revenue per Quarter * Number of Quarters – Quarterly Expenses = Profit
Where Issues Seem Less Like This
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Issues Reported by Students with Drops
And Tested With This
To Produce Wins Like This
v
To Produce Wins Like this