Intro to Data Analytics

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GOOD EVENING

I AM LEXI SYDOWI am in charge of data & insights at . But more importantly I am a data enthusiast, startup fanatic, artist, dancer and traveler.

In God we trust. All others must bring data. - Robert Hayden

There are no facts, only interpretations. - Nietzsche

WHAT DO YOU KNOW ABOUT DATA?

2,500,000,000,000,000,0002.5 Quintillion Bytes of Data are created each day

WOAH.

LET’S THINK OF IT IN TERMS OF

33,333 times

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MASSIVE.

90%Data created in the last 2 years

40,000Googles every second

204 MILLION Emails are sent every hour

That’s why analytics are so important

But don’t worry, we’re looking at the micro level.

LET ME TELL YOU A STORYJourney to loving data

WHERE DID THIS ALL START?

The homeland

The Residence

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A NATURAL NEED

FROM GUESS WORK TO DEFENSIBLE FINDINGS

100% ALL NATURAL

WHAT IS DATA ANALYTICS?Let’s start with some examples

Data Analytics is taking collections of information, deriving insights and provoking action.

THIS ACTION CAN BE:

● Change in marketing channel● Prioritisation of product changes● Documentation for client services● Business model pivot

Female, 22 Carpenter3 hours on email

Male, 65GrandpaFacebook user

Male, 43Teacher1 hour Twitter

INFORMATION

HIGHEST CONVERSION RATES

MOST CUSTOMERSINSIGHTS

ACTION m

EXAMPLES OF DATA

Data on your daily habits to assess for improvements and adjust actions next day

LET’S LOOK AT DATA IN THIS ROOM

Name Gender Personal Contact?

Personal Email? Date Created Time Created

Name Email Time Created

HOW WOULD I ANALYSE THIS?

58% Female I know ⅓ 50% Personal

Emails

BUT WHAT DOES THIS MEAN?

WHAT ACTION WOULD I TAKE?

1) Change Ad Imagery to cater to women or to attract more men

2) Content - business & personal examples

3) Leverage Personal Networks

4) Leverage EDM’s from partners

CAN YOU THINK OF ANY OTHERS?

58% Female I know ⅓ 50% Personal

Emails

YOU ARE A DETECTIVE

THE PILLARS OF DATA ANALYTICS:

INFORMATION INSIGHTS ACTION

THE END GOAL IS ACTION

HOW DO I USE DATA?And other questions you should ask yourself

WE RECOMMEND A SIMPLE PROCESS

1) Ask a question 2) Define & Find

4) Tell a Story

3) Identify & Measure

ASK A QUESTION

Are my Facebook ads bringing in quality traffic to my website?

“ ”

DEFINE & FIND

DEFINE: What indicates success?

FIND: A variable representing that success.

DEFINE & FIND

DEFINE SUCCESS: People clicking the ads and going to our website

FIND THE METRIC: Website Click-Through-Rate

DEFINE & FIND

IDENTIFY A TOOL & MEASURE

IMAGE OF FACEBOOK ADS MANAGER

TELL A STORY

We had a low wCTR, meaning we had few people viewing. Something was off with our ads. We need to adjust the copy, the imagery or the action we’re directing.

“

”

ACTION

CHANGE AD IMAGERY

RESULTS

wCTR: 0.79% 0.65%CPwC: $1.09 $1.45

YOUR TURN : SELECT A BUSINESS QUESTION

1) Ask a question 2) Define & Find

4) Tell a Story

3) Identify & Measure

CARDINAL RULE: Don’t manipulate data to what you want to see. Let it tell YOU the story.

Coffee drinkers like the house blend best according to a survey of Uni students at Cafe Lexi in the CBD.

PURCHASES BY COFFEE PATRONS AT CAFE LEXI

BUT WAIT

A few things are happening here:

1) Uni students… a) CAFFEINEb) Not seasoned coffee drinkers

2) What does Purchase indicate?a) Preference OR b) Budget

3) Marketinga) In store display b) Promotions

HOW DO I KEEP FROM BIASES?

1) Write out multiple stories or questions

2) Write out all variables that could affect what you’re measuring

3) Tell a story & work with people

HOW DO I GET STARTED USING DATA IN MY COMPANY?Let’s put it into practice

MAKE A PLAN OF QUESTIONS

- What marketing channel is the best for me?

- Why is my website getting signups? why not? What can i do to change that?

- Which financial model is my best choice?

- Which product is resonating best with my audience?

SUCH AS:

SELECT A PLATFORM

- Click Through Rate- Cost Per Click- Total Reach- Test Image- Test Copy- Test Target Market

- Open Rate- Click Through Rate- Test Subject Lines- Test Timing- Test Content

- Traffic to website- Signups- Timespend- Prioritize budget on

channels

- Customer sentiment- Customer preferences- Demographic

information- Daily tracking - Creating new metrics

WHAT SHOULD I KEEP IN MIND?

CASE STUDY

TESTING

Ad 01 Ad 02

TESTING ● Multiple ads in 1 ad set

● Test only 1 variable from your control

● Same budget

● Same testing time-frame (1 week)

TRACKING

ASSESSING QUALITY

Ad 01wCTR: 0.93%CR: 6.35%

Ad 02wCTR: 0.76%CR: 15.94%

QUESTIONING WHYWhy did Ad 1 have a higher click through rate but a lower conversion rate? - e.g. more people clicked the ad but fewer entered

the website from that ad

PRESENTING DATA: LESS IS MORE

Ad 01wCTR: 0.93%Conversion Rate: 6.35%

Ad 02wCTR: 0.76%Conversion Rate: 15.94%

INSTEAD:

KEY TAKEAWAYS◇ Data is a story

◇ Start with a question

◇ Main goal from data insights is ACTION

◇ Presenting data to a boss? a client? your mom?

Less is more

ANY QUESTIONS?You can find me at@[email protected]/in/lexisydow

You can find Collective Campus [email protected]

CREDITS

Special thanks to all the people who made and released these awesome resources for free:◇ Presentation template by SlidesCarnival◇ Icons by flaticon

THANKS FROM COLLECTIVE CAMPUS

◇ To say thanks for coming, we’re giving you $50 off a workshop at Collective Campus.

◇ Simply check out next time you’re booking a

workshop with coupon code I2DA50.