Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Barcamp conway 2013
1. Using data to
understand your
customer base
Luke Coleman
@ltcoleman
Saturday, February 23, 13
2. Small Data vs. Big Data
• All data is the same, cost
is the only factor
• You could lease the IBM
350 for $3,200 per
month
• First consumer 5mb
hard drive in the 1980’s
was well over $3000
Saturday, February 23, 13
3. Analytics to understand
your customer
• Analytics is the discovery and
communication of meaningful patterns in
data
• These patterns allow you to understand
your customers
• What is the most popular analytics
platform?
Saturday, February 23, 13
4. Google Analytics
• Google owns your data
• Premium costs ~150k / year
• Google deals with hosting your analytics
solution ( capacity issues )
Saturday, February 23, 13
5. Piwik
• Piwik is the major open source alternative
to Google Analytics
• You host the solution
• You own the data
• Free
• More flexibility
Saturday, February 23, 13
6. Test Flight App
• iOS SDK
• Beta testing
• Analyze usage through
checkpoints & feedback
• Crash reports
Saturday, February 23, 13
7. TestFlight LIVE
• Crash reports
• Engagement
• Usage data
• Revenue
Saturday, February 23, 13
8. TestFlight LIVE
• Crash reports
• Engagement
• Usage data
• Revenue
Saturday, February 23, 13
9. Analytics with A/B
testing
• What is A / B testing?
• Without data, how useful would A / B testing be?
• Optimizely
Saturday, February 23, 13
10. A / B testing
• What do you normally
want to test?
• The call to action’s
wording, size, color,
and placement
• Headline or product
description
• Form’s length and
types of fields
Saturday, February 23, 13
11. A / B testing
• Layout and style of website
• Product pricing and promotional offers
• Images
• Amount of text
Saturday, February 23, 13
12. A / B testing
• Smashing Mag : Ultimate Guide
• Obama campaign
• Obama digital team used ~500 a / b tests
over 20 months
• Increased donation conversions by 49% and
sign up conversions by 161%
Saturday, February 23, 13
19. A / B testing
• Obama digital team analyzed their data and
gained valuable insights into UX/ UI best
practices
• Many times people want to second guess
the results
• As long as your data pool is large enough,
the data does not lie
Saturday, February 23, 13
20. Q &A
Follow me! @ltcoleman
Saturday, February 23, 13