Digital Insights

Do you make decisions based purely on data ? Or do you make decisions based upon factors such as customers and external factors ?So how's the situation like in Facebook ? Does analytics play a critical role in informing design decisions ? Or ?

In the following video, Adam Mosseri,from Facebook talks about three primary ways Facebook uses quantitative data:
• Optimizing small but important interactions
• Finding pain points in existing work flows
• Setting high level success metrics for large projects

And how Facebook improve their ability to quantify some of the less tangible data points, like brand perception and long term network value.

Adam Mosseri: Overreacting to data can lead to micro optimization

Are you making changes to your website and communication channels (banners, paid search, print, tradition media etc ) without testing its impact on your business ? Or you making gut feel decisions ?

In the following podcast, Karl Blanks from Conversion Rate Experts share some great tips on why we need to be testing regularly and what we can learn from eyetracking and KISSinsights surveys to better improve our overall bottom line.

Points to ponder

• Are you making changes to your website and communication channels without testing its impact on your business ? Or you making gut feel decision ? Does it actually grow the business or shrink the business ?
• What actually makes a difference - based on your hypothesis ?
• Why are your customers dropping off in the key sections of your website ? Are that killing your conversion ? Yes ? No ? And Why ?
• Do you know what's actually going on your website - in contrast to what's happening on your website (via web analytics) ? And how do you actually learn about what's actually going on - what's being read / ignore ?
• Other than quantitative data insight, do you also tapped into the qualitative insights from your visitors / customers directly ?
• And how are you actually applying the insights across your business units ?

Social Media

Testing and Measurement

Avinash stress the importance of ensuring high velocity testing and measurement approach is incorporated into your overall marketing strategy

What CMOs should focus on

Avinash discuss what CMOs (Chief Marketing Officers) should focus on and avoid when building a holistic marketing strategy and reframe from falling back as the highest paid person's opinion approach 

Evaluating new forms of media

Avinash stress the importance of empowering individuals within the organization to start small and test new forms of media where customers might be presence

Future of media

Avinash discuss the importance of investing appropriately offline and online where the customers might be and not shouting at them

Tapping on the right data

Avinash discuss on what data - marketers should be looking at namely: Quantative clickstream data, Qualitative voice of customers and competitive intelligence

3 most prevalent myths about web analytics

Avinash talks about the three most prevalent myths about web analytics namely: 1. 100% clean data; 2. real time data; 3. looking at metrics similar to traditional media

Actionable Decisions

Avinash discuss about driving actionable decisions through "Our ability to be proven wrong fast !"

Marketers' Tolerance For Risk

Avinash talks about marketers' tolerance for risk and how to convince your managment to start small and prove the return of testing

Points to ponder

1. What are your marketing challenges for 2010 and beyond ? Why ?
2. How are you going to overcome the challenge ? Why and Why not ?
   

Points to ponder

Identify

• Have you isolate / identify what are the key issues on your website and quantify the issues ?

Learn

• Have you diagnose why the issue/s is present ?

Testing and Implementation

• What is your purpose approach / methodology for testing ?
• Who are the targeted segment for testing ? Why ?
• What is/are your hypthosis for the test ?

Measure and Analyze

• What is the outcome for the test conducted ?
• What is the business outcome for the test conducted ?
  

Brian Massey, shares some of the best techniques utilized by sophisticated landing page optimizers or also known as the spammers, forum trolls and comment leeches at its worst, covered over at Uber Advanced PPC Panel in PubCon South 2010 Dallas.

Points to ponder

• What are the learnings you could apply immediately onto your website ? Why ? And Why not ?