Making Data Informed Decisions - Alyson Murphy
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![Page 1: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/1.jpg)
Making Data Informed Decisions
Alyson Murphy
@Moz @AlysonMurphy
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At Moz we create inbound marketing software
@AlysonMurphy#DEast13
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All of your data in one place
@AlysonMurphy#DEast13
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In sexy reports
@AlysonMurphy#DEast13
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To help you do better marketing
@AlysonMurphy#DEast13
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Let’s talk about data
@AlysonMurphy#DEast13
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You have data
@AlysonMurphy#DEast13
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A lot of data
@AlysonMurphy#DEast13
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But where to start
@AlysonMurphy#DEast13
Let’s just start digging!
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You look at stuff
@AlysonMurphy#DEast13
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And more stuff
@AlysonMurphy#DEast13
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And get lost
@AlysonMurphy#DEast13
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And more lost
@AlysonMurphy#DEast13
![Page 14: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/14.jpg)
Then the question…
@AlysonMurphy#DEast13
What should I look at?
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Data-driven doesn’t mean data should drive
@AlysonMurphy#DEast13
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Have a Strategy
@AlysonMurphy#DEast13
Not a Data StrategyA Company Strategy… that data helps inform
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Make Data-Informed Decisions
@AlysonMurphy#DEast13
1.Strategize2.Generate Ideas3.Prioritize4.Research5.Deploy6.Evangelize & Iterate
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1. Strategize
@AlysonMurphy#DEast13
Value to customers
Goal
KPIs
Dashboard
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2. Generate Your Ideas
@AlysonMurphy#DEast13
The Team
Dev
Design Data
Marketing
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2. Generate Your Ideas
@AlysonMurphy#DEast13
The Team
Dev
Design Data
Marketing
![Page 21: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/21.jpg)
Let’s be ThinkGeek
@AlysonMurphy#DEast13
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1. Strategize
@AlysonMurphy#DEast13
Value to customers
Goal
KPIs
Dashboard
Purchases
Personalize
Make Geeks Geekier
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Project #1
@AlysonMurphy#DEast13
Improve featured products
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Project #2
@AlysonMurphy#DEast13
Persist preferences in the sort order
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Project #3
@AlysonMurphy#DEast13
Personalize emails
![Page 26: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/26.jpg)
2.5 Take a look at your projects
@AlysonMurphy#DEast13
Improve the featured products
Persist preferences in the sort order
Personalize emails
![Page 27: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/27.jpg)
Then the question…
@AlysonMurphy#DEast13
How do I know which projects will create the biggest impact?
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3. Prioritize Your Ideas
@AlysonMurphy#DEast13
ProjectRevenue Difference
Amount of Work
Prioritization Score
Improve Featured Products $5,500 $1400 $4,100
Persist Preferences in Sorting $4,000 $1400 $2,600
Personalize Emails $3,500 $2000 $1,500
Sort By THIS
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3. Prioritize Your Ideas
@AlysonMurphy#DEast13
ProjectRevenue Difference
Amount of Work
Prioritization Score
Improve Featured Products $5,500 $1400 $4,100
Persist Preferences in Sorting $4,000 $1400 $2,600
Personalize Emails $3,500 $2000 $1,500
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4. Research Your Idea
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
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4. Research – Design
@AlysonMurphy#DEast13
Data
Research
Design
Data
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4. Research – Design
@AlysonMurphy#DEast13
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4. Research – Data 1
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
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4. Research – Data 1
@AlysonMurphy#DEast13
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4. Research – User Testing
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
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4. Research – User Testing
@AlysonMurphy#DEast13
None of these products interest me.
- Jane Why are these products featured?
- Roberto
I didn’t even see the featured products.
- Martin
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4. Research – Data 2
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
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4. Research – Data 2
@AlysonMurphy#DEast13
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4. Research – Design 2
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
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4. Research – Design 2
@AlysonMurphy#DEast13
![Page 41: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/41.jpg)
4. Research – Dev
@AlysonMurphy#DEast13
Data
Research
Design Dev
Data
![Page 42: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/42.jpg)
5. Deploy Your Ideas
@AlysonMurphy#DEast13
AB Test
Analyze & Recommend
Make the decision
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5. Deployment – AB Testing
@AlysonMurphy#DEast13
AB Test
Analyze & Recommend
Make the decision
![Page 44: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/44.jpg)
If it’s worth working on,It’s worth testing
@AlysonMurphy#DEast13
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5. Deployment – AB Testing
@AlysonMurphy#DEast13
Test Cell Population Successes Success Rate
Control 10,000 502 5.02%
Variation 10,000 711 7.11%
Statistically significant difference!
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5. Deployment – Recommendation
@AlysonMurphy#DEast13
AB Test
Analyze & Recommend
Make the decision
![Page 47: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/47.jpg)
5. Deployment – Recommendation
@AlysonMurphy#DEast13
GO WITH THIS ONE!
![Page 48: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/48.jpg)
5. Deployment – Decision
@AlysonMurphy#DEast13
AB Test
Analyze & Recommend
Make the decision
![Page 49: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/49.jpg)
5. Deployment – Decision
@AlysonMurphy#DEast13
![Page 50: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/50.jpg)
6. Celebrate and Evangelize
@AlysonMurphy#DEast13
![Page 51: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/51.jpg)
Recap
@AlysonMurphy#DEast13
Data is in every step of the decision
![Page 52: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/52.jpg)
Recap
@AlysonMurphy#DEast13
Data is in every step of the decisionData helps many teams
![Page 53: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/53.jpg)
Recap
@AlysonMurphy#DEast13
Data is in every step of the decisionData helps many teamsData helps inform the decision
![Page 54: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/54.jpg)
Recap
@AlysonMurphy#DEast13
Data is in every step of the decisionData helps many teamsData helps inform the decisionData does not make the decision
![Page 55: Making Data Informed Decisions - Alyson Murphy](https://reader035.fdocuments.net/reader035/viewer/2022070302/546d8f68af7959641d8b4e5c/html5/thumbnails/55.jpg)
Thanks for Watching!@AlysonMurphy