Using Competitive Analysis to Benchmark Your Marketing Efforts Ariel Rosenstein - Similar Web

Mr Jerbi’s Background:       Come to web analytics from academia Industry and Management - Scheduling and QA.       Recalls that before it was bought by Google Urchin cost $30,000

The talk Discusses tools to help integrate  analytics into organizational culture.

Motivating Question:

What’s a better goal for your company: Doubling client acquisition Doubling client conversion

Design to optimize What’s a data driven organization? Every improvement starts with measurement? Segment and personalize Every improvement starts with measurement. Measurement frequently utilize

split testing (also called A/B testing and Multi variants)

voice of the customer (also called panel data) The two most common objections to becoming data driven are:

Enterprise Data bureaucracy is slow to respond - ITcycles are far in exces of  business unit attention span in web marketing contexts) Small to medium businesses look for immediate payoffs - most lean orgs do not see longer term ROI of being DD Top lessons for DD: Everyone has access to the data Well defined KPIs Every change that launches has usage reports The experiment a lot - more ideas see the light of day. They are curious and good storytellers

Lesson learned in customer retention: e-commerce and retail clients focus on optimizing checkout pages.  A quick check reveals that most issues are concentrated further up the marketing funnel.

Reverse engineering your customer Segments Behavioral Voice of customer Yad2 uses Stickers for off-line How does reduce sign-up steps Impact customer quality.

Look at your data everyday - most of the insights that need immediate action. Give more ppl access to data Data stories How to prioritize? (Before shatests)

Uplift. How many users. How easy to test. Recommended Resources: Click tel AnalyticsBytes.com Six digress of separation pod-cast Avinash Kaushik - www.kaushik.net/avinash/ DJ patil data scientist at linked in and now first chief data scientist of us government.

Citation

BibTeX citation:

@online{bochman2015,
  author = {Bochman, Oren},
  title = {Using {Competitive} {Analysis} to {Benchmark} {Your}
    {Marketing} {Efforts} {Ariel} {Rosenstein} - {Similar} {Web}},
  date = {2015-04-20},
  url = {https://orenbochman.github.io/posts/2015/2015-04-20-all-things-data/2015-04-20-organizational-culture-of-analytics.html},
  langid = {en}
}

For attribution, please cite this work as:

Bochman, Oren. 2015. “Using Competitive Analysis to Benchmark Your Marketing Efforts Ariel Rosenstein - Similar Web.” April 20, 2015. https://orenbochman.github.io/posts/2015/2015-04-20-all-things-data/2015-04-20-organizational-culture-of-analytics.html.