Data Analyst Ben Magnuson explains how to begin implementing an analytics strategy by connecting his personal life to real life business examples, proving how analytics can give unexpected insights that turn into million-dollar ideas.

1. Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Subtitle Goes Here
Designing the Next Release
Measuring & Experimenting with Data

2. Experience Lab 2017 | 11.08 – 11.10 2017
Ben Magnuson
@1n_Ben

3. Experience Lab 2017 | 11.08 – 11.10 2017
71%
Projects where no marketing analytics are
used prior to a decision being made (B2B)
Source: CMOsurvey.org

4. Experience Lab 2017 | 11.08 – 11.10 2017
And That Number Hasn’t Really Been Changing
Feb 2014
20%
40%
60%
80%
% of Projects using Marketing Analytics before a decision is made
Feb 2015 Feb 2016 Feb 2017
32.5
% 29%
35.3
% 31.6%
Source: CMOsurvey.org
Lower than
2014!

5. Experience Lab 2017 | 11.08 – 11.10 2017
D
How Can We Break This Cycle?

6. Experience Lab 2017 | 11.08 – 11.10 2017
B2B Marketers Are Utilizing Leading Strategies
80%
Site or Search Retargeting
Compared to 81% of B2C
72%
Customer Identity Management
Compared to 77% of B2C
80%
Surveys and Customer Insights
Compared to 81% of B2C
60%
SEM/SEO Tools
Compared to 62% of B2C
Source: Gartner

7. Experience Lab 2017 | 11.08 – 11.10 2017
Reasons Given as to Why Analytics Is Not Used
! Lack of People (28%)
! Lack of Process/Tools (32%)
! Does not arrive when needed (7.5%)
In other words: separate.
And separate always seems like a lot of work.

8. Experience Lab 2017 | 11.08 – 11.10 2017
1. Marketers Can Do This!
Marketers now:
! Run multiple technical
platforms, including CMS,
Email, CRMs and Marketing
Automation tools (and more)
! Target content across an
increasing number of
channels
! BUT…can’t use analytics?

9. Experience Lab 2017 | 11.08 – 11.10 2017
2. Nobody (Nobody) Has The Perfect Analytics
! Your questions will drive
what meaning you get from
analytics.
! There is no magical
technical solution that
solves bullet #1.

10. Experience Lab 2017 | 11.08 – 11.10 2017
3. Embrace The Chaos
! Let’s look at an example from
one of our unlimited spending
corporate giants.

11. Experience Lab 2017 | 11.08 – 11.10 2017
Big Gains from Unpredictable, Marginal Changes
! In 2012, an employee had an idea to improve
how ad headlines displayed in Bing.
! Being a giant, well-funded website, this was
one of hundreds of ideas, and it was left alone.
! The employee found a way to cheaply run an
A/B test with it.
! It increased revenue by 12%, making it the best
revenue generating idea in Bing history.
Source: Harvard Business
Review

12. Experience Lab 2017 | 11.08 – 11.10 2017
Bing Now Runs 10k Experiments Annually
Takeaways:
! Microsoft had incredible data
and research power to create
Bing.com.
! Being nice to Bing, it was 95%
right pre-launch.
! But that 5% has great potential;
but unlocking it is unclear and
where analytics are crucial to
achieve.

13. Experience Lab 2017 | 11.08 – 11.10 2017
D
Storytime

14. Experience Lab 2017 | 11.08 – 11.10 2017
2 Semi-Mobile Infants, Same Problem
Scenario: 10-month-old is beginning
to move.
Friend hires professional baby-
proofer to give a quote to baby-
proof their house for them.
How much could that be?

15. Experience Lab 2017 | 11.08 – 11.10 2017
$10,000
No. No. No. No. No. No. No. No. No. No.

16. Experience Lab 2017 | 11.08 – 11.10 2017
Known Problems
What gets me to that 95%?
! Outlets
! Secure dressers
! Secure TV
! Stairs

17. Experience Lab 2017 | 11.08 – 11.10 2017
Known Problems
What gets me to that 95%?
! Outlets
! Secure dressers
! Secure TV
! Stairs
The 5%?
! Bottom row of bookshelf

18. Experience Lab 2017 | 11.08 – 11.10 2017
D
Measurement Planning

19. Experience Lab 2017 | 11.08 – 11.10 2017
Measurement Planning
Measurement planning identifies questions that cannot be
answered prior to launching a project, and establishes the
measurement foundation to answer them.

20. Experience Lab 2017 | 11.08 – 11.10 2017
Tech/BuildDesignStrategyDiscovery
Process Of A Project

21. Experience Lab 2017 | 11.08 – 11.10 2017
Tech/BuildDesignStrategyDiscovery
Each Step Can Influence What You Want Measured
Measurement Planning

22. Experience Lab 2017 | 11.08 – 11.10 2017
Measurement Planning May Not Be So Formal!
! What do you want to know from your data?
" New ways of displaying content
" Controversial new features
" Interactive elements
" Step into the shoes of your users and
experience it yourself.
! Define what “performing well” means
" “I just want to know if people are
clicking on it.”
" “It should get people to sign up.”
! Keep it in your own language.
Write them down!

23. Experience Lab 2017 | 11.08 – 11.10 2017
Start Small, Start Obvious
! Great candidates:
" Newsletter sign-ups
" Contact Us
" Share tools
" Calls-to-action
If any of the above are meaningful, make sure you can measure them.

24. Experience Lab 2017 | 11.08 – 11.10 2017
NewsCred Case Study
! NewsCred marketing focuses
heavily on an inbound strategy.
! It keeps its clients engaged with a
newsletter sign-up button.
! Knowing users weren’t scrolling
to the bottom of the page, and
would leave if immediately
bombarded, they added a pop-up
sign-up form when at 50% of the
article.

25. Experience Lab 2017 | 11.08 – 11.10 2017
Cool, Right?
It’s easier than ever to set up yourself.
Recipe:
! Scroll depth – Google Tag Manager
! Button click – Google Tag Manager
! Pop-up sign-up – Hubspot
And maybe only just a little, teeny bit of developer time needed …

26. Experience Lab 2017 | 11.08 – 11.10 2017
Let’s Get In The
Weeds

27. Experience Lab 2017 | 11.08 – 11.10 2017
Google Tag Manager
! Allows you to easily send additional
info into analytics (not just Google’s!)
! Can tag many user interactions, such
as scroll depth
! May require the initial code deployed
on the digital property (developer)
! But tags can be created and
deployed by a non-developer.

28. Experience Lab 2017 | 11.08 – 11.10 2017
Set-up: 2 Elements to Every Tag
! Tag
" Defines where to save it
" Add labels to data
! Trigger
" Define when the event gets
recorded

29. Experience Lab 2017 | 11.08 – 11.10 2017
Tricks to Solving Triggers
Right-Click -> Inspect Element is your friend.
Resources:
! Setting up GA with Tag Manager – bit.ly/2qainGM
! Simo Ahava’s blog – simoahava.com

30. Experience Lab 2017 | 11.08 – 11.10 2017
There Are Recipes For Everything …
Even scroll tracking!
3 steps from Lunametrics: bit.ly/2wQJtni
! Download file
! Import into Google Tag Manager
! Publish
Ugly code that you don’t
even need to understand.

31. Experience Lab 2017 | 11.08 – 11.10 2017

32. Experience Lab 2017 | 11.08 – 11.10 2017

33. Experience Lab 2017 | 11.08 – 11.10 2017
Now You Can:
! Set up tags on Google Tag Manager
! Track how far users scroll
! Report on how far users are scrolling

34. Experience Lab 2017 | 11.08 – 11.10 2017
Bonus – Adding a Pop-Up Subscribe Button
Pop-up subscribes can also be free, and free
of developers.
HubSpot: bit.ly/2tImfOJ
Steps:
! Add HubSpot code to your website
(which you can do without a developer
with GTM).
! Enable HubSpot add-on “Add Lead Flow.”
! Set trigger at optimal percentage.

35. Experience Lab 2017 | 11.08 – 11.10 2017
Resources
! Setting up GA with Tag Manager – bit.ly/2qainGM
! Simo Ahava’s blog – simoahava.com
! Scroll-tracking recipe - bit.ly/2wQJtni
! HubSpot pop-up subscribe - bit.ly/2tImfOJ

36. Experience Lab 2017 | 11.08 – 11.10 2017
Takeaways: We Measured, But Now What?
! Use your initial questions as guides; answer them before moving on.
! Be curious and build up.
! Start small with Calls-to-Action; they offer many ways to tweak and find
those marginal gains.
! Push yourself to learn what you don’t know.
! Be prepared to see inconclusive results. It will happen, and it’s okay.

37. Experience Lab 2017 | 11.08 – 11.10 2017
D
THANK YOU

38. Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Subtitle Goes Here
Designing the Next Release
Measuring & Experimenting with Data