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Data in 30 minutes
What I will try to say, is that...
• data is people • data is for everyone (including you) • data can be magical • data can be a distraction • data can make us better • data can help us win
Data and I
Data can keep us honest
Honestly
just faster
Data is old news
and people are only human
Data = People
People are only human
Data1.Collecting 2.Reporting 3.Analysis 4.Making things better
Some pots of data
• Web Analytics • Testing and Optimisation • Email • Social • CRM (Supporter Database) • Other databases
magic
%
A !!B
£3.40 increase average one-off gift !£68,000 increase to our annual income !could restore... 1,360 hectares of grassland where tigers live and hunt their prey !
£2 million / year new direct debit
sign-ups
£4 million / year new direct debit sign-ups
ROI
You have £1,000 marketing budget
Options Cost per signature
Facebook ? ?
Twitter ? ?
Search Ads ? ?
You have £1,000 marketing budget
Options Cost per signature
Facebook £0.81 1,234
Twitter £1.03 970
Search Ads £0.34 2,941
distraction
!
!Vanity Metrics
!•Potential Reach •Visits •Pageviews •Followers •Likes •Downloads
KPI vs FYI
ABSOLUTE vs RELATIVE
STATISTICAL SIGNIFICANCE VS
SIGNIFICANT SIGNIFICANCE
A good place to start1. Sign up for Google Analytics 2. Setup tracking on a web page 3. https://analyticsacademy.withgoogle.com 4. Setup some tracking goals 5. Make a change to the webpage and measure
the impact on your goals
You can do data
Don’t be afraid
You might like
Utterly Comprehensive
Quick Read Action-focused
Adam Lofting
@adamlofting adamlofting.com
Did I manage to say that… ?
• data is people • data is for everyone (including you)
• data can be magical • data can be a distraction • data can make us better • data can help us win
Image credits• http://www.flickr.com/photos/106173533@N02/10409915363/ • http://www.flickr.com/photos/griangrafanna/218593298/ • http://en.wikipedia.org/wiki/File:St_Thomas_Hospital_1931_appeal.jpg • http://en.wikipedia.org/wiki/File:Illustration_at_page_201_in_Europa%27s_Fairy_Book.png • http://www.flickr.com/photos/andrewparnell/315009749/ • http://acheronnights.deviantart.com/art/Glitter3-409601019 • http://www.flickr.com/photos/salemmapubliclibrary/7831493766/ • http://commons.wikimedia.org/wiki/File:Warning!!!...Tiger_in_training...O)).jpg • http://www.flickr.com/photos/futurilla/5405202945/sizes/l/