Pubcon 2015 Data-Driven Marketing Presentation

1. http://bit.ly/1JVjzgb
No Need To Take Notes! Download All Slides:

2. Foundational Data
@BritneyMuller #Pubcon
=
UX Best Practice + TM Intent

3. @BritneyMuller #Pubcon

4. @BritneyMuller #Pubcon
WHERE TO START?

5. @BritneyMuller #Pubcon
What Are People Asking
Before They Need You?
#1

6. @BritneyMuller #Pubcon

7. @BritneyMuller #Pubcon

8. @BritneyMuller #Pubcon

9. @BritneyMuller #Pubcon

10. @BritneyMuller #Pubcon

12. @BritneyMuller #Pubcon

13. @BritneyMuller #Pubcon

14. @BritneyMuller #Pubcon

15. @BritneyMuller #Pubcon

16. @BritneyMuller #Pubcon

18. MAKE
SOMETHING
10X!!!

19. @BritneyMuller #Pubcon
Solving Your User Intent
#2

20. Personas Have Different
Needs That You Need To Solve
For!
@BritneyMuller #Pubcon

21. Results Rob

22. Nervous Nancy

23. Customer Intent Hack?
b(adding|does|do|who|what|where|when|why|how|will|can|?|am|is|are|was|were|be|being|been|versus|vs|vs.|best)b
RegEx GOLD
@BritneyMuller #Pubcon

24. b(adding|does|do|who|what|where|when|why|how|will|can|?|am|is|are|was|were|be|being|been|versus|vs|vs.|best)b
RegEx GOLD
@BritneyMuller #Pubcon

25. Get Emails Like This:
“Can you breastfeed after getting breast implants?”

26. Answer People’s Questions
Fast!
@BritneyMuller #Pubcon
Meta Description Fast!!! <--Dare you!

27. Why is this stuff so
critical?
@BritneyMuller #Pubcon

28. @BritneyMuller #Pubcon
SPEED!
#3

29. Average online attention span
is 6 seconds...
@BritneyMuller #Pubcon

30. A 1 Second Delay Can Result
In 7% Reduction In CRs.
AND Decrease Customer
Satisfaction By 16%!?!
gomez.com
@BritneyMuller #Pubcon

31. A Half-Second Delay Can
Result In 20% Reduction
In CRs.
@tim_ash
@BritneyMuller #Pubcon

32. Google Instant Pages
@BritneyMuller #Pubcon

33. 47% of consumers expect a web
page to load in 2 seconds or
less

34. You Can Do That Too!!!
@BritneyMuller #Pubcon

35. Pre-Render / Pre-Fetch
@BritneyMuller #Pubcon

36. @BritneyMuller #Pubcon

37. Pre-resolve DNS hostnames for links later in the
page:
<link rel=”dns-prefetch” href=”hostname-to-resolve.com”>
Initiate early fetch for current navigation links
(Chrome):
<link rel=”subresource” href=”/javascript/myapp.js”>
Prerender page in background for future
navigation (CTA!):
<link rel=”prerender” href=”//example.com/call-to-action.com”>
Google Resource: http://bit.ly/1RpHZVd@BritneyMuller #Pubcon

38. @BritneyMuller #Pubcon
Foundational UX
#4

39. @BritneyMuller #Pubcon

40. Gregory Ciotti @- Kiss Metrics:
https://blog.kissmetrics.com/eye-tracking-studies/
@BritneyMuller #Pubcon

41. Foundational Data:
CRO Best Practices
Gregory Ciotti @- Kiss Metrics:
https://blog.kissmetrics.com/eye-tracking-studies/

42. @BritneyMuller #Pubcon
Video Can’t Be
Ignored!
#5
YOUTUBE IS THE SECOND LARGEST SEARCH ENGINE!!!

43. 74% of all internet traffic
in 2017 will be video
2014 Cisco Forecast : http://www.reelseo.com/2018-internet-traffic-video/#ixzz3neudSNFm@BritneyMuller #Pubcon

44. 2014 Cisco Forecast : http://www.reelseo.com/2018-internet-traffic-video/#ixzz3neudSNFm
84% of all internet traffic
in 2018 will be video
@BritneyMuller #Pubcon

46. Video Size Matters!
@BritneyMuller #Pubcon

47. 540px X 400px
@BritneyMuller #Pubcon

48. Increase Play Rate By 19%
With A Color Change!
@BritneyMuller #Pubcon Wistia.com

49. Increase Play Rate By 19%
With A Color Change!
@BritneyMuller #Pubcon Wistia.com

50. Customizing your video
thumbnail can increase
play rate by 35%!
@BritneyMuller #Pubcon Wistia.com

51. @BritneyMuller #Pubcon
LET DATA WORK
FOR YOU!
#6

52. SCRAPING = POWER!!!
@BritneyMuller #Pubcon
YOUR IDEAS MATTER!
Data scraping: The technique in which a
computer program extracts data from human-
readable output coming from another program.

53. @BritneyMuller #Pubcon

54. SCRAPING = POWER!!!
=average(importxml(B4,"//div[@class='searchresults']|//td[@class='searchresultsdetailscellprice']"))

56. SCRAPING = POWER!!!

57. SCRAPING = POWER!!!
● Ruby
● Nokogiri
● Sinatra
+Heroku
OR
@BritneyMuller #Pubcon

58. DON’T KNOW CODE?
@BritneyMuller #Pubcon

59. RESEARCH & A/B TESTING TOOLS:
@BritneyMuller #Pubcon

60. The Best UX...
Is Invisible
@BritneyMuller #Pubcon

61. DYNAMIC TARGETING
Is The Future
@BritneyMuller #Pubcon

62. THANK YOU!
@BritneyMuller #Pubcon
Let foundational data be your
compass and stay curious!
-Brit

63. BONUS LUCKY ORANGE STORY?
@BritneyMuller #Pubcon