Agile AnalyticsTe Secret to Test, Improve, Fail & Succeed Quickly
By Zach Williams
Aunt Jemima innovated their product line because
of Marketing Data.
Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
Peter Drucker
Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”
Peter Drucker Father of Business Management
Marketing Data Innovation
BETTER DATALEADS TO
BETTER RESULTS
Innovation Drivers2014
CIO CMO
Gartner CEO 2012 & 2014 Survey
Innovation Drivers
CEO
2012 2014
CIO CMO
Gartner CEO 2012 & 2014 Survey
BETTER DATALEADS TO
BETTER RESULTS
AGILE ANALYTICSLEADS TO
BETTER RESULTS
Rapid Testing Rapid Analysis
Rapid Improvement
Wat is Agile Analytics?
Greater Understanding of Your Audience
Benefits of Agile Analytics
1
Focus on Target Audience
Web Design / Marketing
&
Productivity
Twitter Ad Copy
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity
Twitter Ads
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity
Week 1 Results
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity
Week 2
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity
Week 2 Results Web Design
Simplify Email
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity
Week 2 Results Productivity
Stop Wasting Time
13%Beat Sales Projection by
Sales Results
18%Beat Sales Projection by
WEEK ONE WEEK TWO
Takeaways
Focus on Simplifying Email & Not Wasting Time
Takeaways
Focus on Simplifying Email & Not Wasting Time
Customize platform based on demographic group
Let the data you uncover direct your next improvement.
Quick Tip
Greater Understanding of Your Audience
Benefits of Agile Analytics
1
Get Results More Quickly
2
14.7%Page Views
29.6%Bounce Rate
2.7%Entrances
8.83%Time on Page
8.8%Increase in Leads
Iterate every 2-4 weeks
Quick Tip
Changes should be very specific
Quick Tip
Greater Understanding of Your Audience
Benefits of Agile Analytics
1
Get Results More Quickly
2
Reduce Risk3
How to start using Agile Analytics within
your organization
So Wat?
Focus on a Single Business Problem
How to start using Agile Analytics
Develop Small Hypothesis & TestIterate on Findings3
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