Data Driven Decision Making by Oren Barzilai

Get the full value from your shared content

Data Driven Decision Making

“Data Driven Decision Making VS Gut Filling Is like Science VS Science Fiction”

Data Driven Story #1 How data led us to build Start A Fire

We have analyzed content traffic sources and noticed some interesting data

Before social After social

Social Media became the most significant traffic source for content

HubSpot Missed Opportunity

HubSpot shares 3rd party content with its 700K followers, generates a lot of traffic, but aren’t getting any value.

When someone re-shares HubSpot, don’t even get credit.

Capturing The Value

Using Start A Fire, HubSpot can extract the full from any content.

Within the content, Start A Fire adds a branded badge with content and offers recommendations.

Data Driven Story #2 How We Lowered our PPC CAC By 80%

Main metrics to track: • CPC: ~$2.5

• Conversion rate: ~15%

• Activation rate: ~35%

• Retention: ~60%

The only metric we cared about: • Active User Acquisition Cost: ~High

PPC Campaign

We need to lower the cost. What should we optimize? A/B Test?

Looked deep into data. Some of the users who became active had common properties.

Decided to target those users and create a dedicated funnel specifically for them.

Great success: Activation Rate & Retention increased to +90% Active User Acquisition Cost: decreased by 80%

Data Driven Story #3 Don’t trust your gut! A/B test

White? Similar to an Ad? Blue? Similar to Start A Fire?

Start A Fire Mobile Badge

White version generated 3X more clicks. Always A/B Test.

All Voted for Blue Version

Thank You

Oren Barzilai startafire.com

[email protected]