Better Business by Using Data - Tomi Mester presents @Swedish Growth Hackers Meetup

Better online business by using data

Tomi Mester data analyst @iZettle

twitter: @data36_com

“Your technician's job is to find glitches, so he sees glitches.

Your job is to find the enemy, so you see the enemy.

Locals believe in spirits, so they see spirits.

Everyone is biased in one way or another. So, my answer to you right now is that we lack data to support any theory.”


0

275000

550000

825000

1100000

W1 W2 W3 W4 W5 W6 W7 W8 W9

#registrations

“Your SEO guy’s job is to get more organic traffic, so he thinks it’s the better ranking.

The product team’s job is to do better product, so they think it’s the new feature. Market researchers are looking for changes

on the market, so they see seasonality.

Everyone is biased in one way or another. So, my answer to you right now is that we

lack data to support any theory.”


1. The research methods

2. The framework

3. Case study

One chart is no chart.


One research is no research.



0

275000

550000

825000

1100000

W1 W2 W3 W4 W5 W6 W7 W8 W9

#registrations

quantitative methods


qualitative methods

•A/B testing •funnel analysis •cohort analysis •segmenting •click maps •etc…

•UX testing •user interviews •5 second testing •surveys •first click tests •etc…

Qualitative Research

Quantitative Research

Brainstorming session

Qualitative Tests

Qualitative Testing

A/B Testing

Implementing


1. Qualitative Research


Usability Testing


User Interviews


photos by Zsofia Hamori

Surveys


Exit-Intent Surveys





2. Data Analysis


Heatmapping

Funnel Analysis


Segmentation


Cohort Analysis






3. Brainstorming





Qualitative Tests

Qualitative Testing


4. Qualitative Testing


Five Second Testing


Usability Testing





Qualitative Tests

Qualitative Testing

A/B Testing


5. A/B Testing


source: VWO




Qualitative Tests

Qualitative Testing

A/B Testing

Implementing





Qualitative Tests

Qualitative Testing

A/B Testing

Implementing


Case Studyorganising a conference in a data-driven way


Data ConferenceTarget: 100 attendees

1. What topic? 2. Which channel? 3. What key messages? 4. What design?





Qualitative Tests

Qualitative Testing

A/B Testing

Implementing




“User Interviews”


SurveysWhat data topics are you interested in?

Data Collection & Cleaning the Data

How to analyze the data?

How to communicate the data?

How to use data tools - Smart tools

How to use data tools - Data languages

How to use data tools - big data stuff

0 22.5 45 67.5 90twitter: @data36_com




Analytics (interest)


Analytics (engagement)






BData2 Conf Business + Data

20 mins end-to-end case studies





Qualitative Tests

Qualitative Testing


Business + Data Conference Business + Data Conference

Business + Data ConferenceBusiness + Data Conference

B-DATA2 KONFERENCIA

Five Second Testing




Qualitative Tests

Qualitative Testing

A/B Testing


A) Prezi, Emarsys, Ustream, Telenor and more…

B) Data-driven businesses. Real life case studies…

C) Business + Data Conference — how to use data…

D) Big Data, Data Science, Data-driven methods…

Headline A/B Testing





Qualitative Tests

Qualitative Testing

A/B Testing

Implementing





Qualitative Tests

Qualitative Testing

A/B Testing

Implementing


One research is no research.


data36.com/newsletter

Tomi Mester data analyst @iZettle


izettle.com/jobs

http://data36.com/newsletter

http://izettle.com/jobs

Better Business by Using Data - Tomi Mester presents @Swedish Growth Hackers Meetup

Data & Analytics