5 Inside Secrets of Data-Driven U.S Companies

Presented by: Robert J. Moore

CEO, RJMetrics October 15, 2014 | SÃO PAULO

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About me & RJMetrics

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What you’re going to learn today

$50 to $1M+ in six months

$100M to $300M+ in one year

8,443% 3-year growth

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There is virtually no penalty for storing data. What are the consequences?

Data storage costs have plummeted

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Abundance of data across many sources

The number of SaaS marketing and business optimization solutions is larger than ever.

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Creation of data silos

Secret #1: Break down the silos

4x increase in revenue from email over one quarter.

+

Silos Combined:

Quantified impact of e-mail campaigns on CLV

Followed the ROI and increased holiday sales by 165%

1.  Try new marketing channel

2.  Measure ROI

3.  Adjust & focus efforts on best channel

4.  Iterate daily

+

Silos Combined:

Measured ROI of marketing channels

using CLV

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Secret #2: Data in non-technical workflows

Deliver consumable data to the front lines

Social media team exceeded New Buyer goal by 77%

-  Victor Hanna, Betty Mills CEO

Top consumers of data: ●  Not engineers ●  Not analysts ●  Not data

scientists Social media and marketing teams could iterate without data lags or technical intervention

Doubled ROI on affiliate

marketing program

+

Silos Combined:

Trimmed low-value affiliates, doubled-down

on high-performers

Remove the IT bottleneck in getting reports to users.

“One of the most important things for us is to be able to build up and tear down

reports as things change -- because they change literally week to week and day to

day.” -  Josh Levy, CEO at BeenVerified

Up-front investment in doing this right reduces long-term burden on technical and data teams. Data Science teams are most valuable for exploratory strategic analyses-- they are a bottleneck when serving tactical needs.

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Analysis Paralysis

Secret #3: Find the “golden motion”

Replicate the driving behavior

Know the outcome you want to improve

Identify influencing behaviors

We wanted to boost free trial conversion.

So much data to choose from: ●  Logins ●  Number of accounts created ●  Data sources connected ●  Charts created ●  Number of support tickets ●  Dashboards shared ●  and dozens more...

The Golden Motion: Editing a Chart

This action consistently increased conversion likelihood

Baseline

30%

One golden motion

behavior

60%

Two golden motion

behaviors

77%

Without combining data sources and empowering non-technical team members, this discovery would not have been possible.

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Data’s Cost: Local Maximums

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Local Maximums are Ugly

Blindly Following Data is Scary

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Secret #4: Adopt a “T” shaped data strategy

Broad, simple, quantitative

Event Logs

A/B Tests

Web Analytics Databases

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Secret #4: Adopt a “T” shaped data strategy

Broad, simple, quantitative

Narrow, unstructured, qualitative

Event Logs

A/B Tests

Web Analytics Databases

Customer Interviews

Market Intelligence

Vision

Values

Marketers as growth hackers & scientists

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Data and technology opening up new avenues of growth beyond traditional marketing.

Data + marketing technology

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Secret #5: Don’t Just Hack Marketing

Q&A

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