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The Science of Analytics
How to measure ROI.




        Dan Zarrella
        Social Media Scientist
The Science of Analytics
Unicorns and
Rainbows
The Science of Analytics
The Science of Analytics
The Science of Analytics
The Science of Analytics
decisions?
The Science of Analytics
Takeaway:
Learn to measure the
ROI of everything.
The Science of Analytics
What do I want to
improve?
The Science of Analytics
Takeaway:
Identify what leads to
dollars and cents.
KPI
The Science of Analytics
The Science of Analytics
The Science of Analytics
Takeaway:
Track everything
(including social).
Proxy Metrics
Engagement
The Science of Analytics
The Science of Analytics
Takeaway:
After ROI, measure
engagement.
The Science of Analytics
What does my
market want?
The Science of Analytics
Focus Groups
Surveys
Takeaway:
Ask your audience
what they want.
The Science of Analytics
The Science of Analytics
Takeaway:
Identify information
voids.
The Science of Analytics
What will I test?
vs
The Science of Analytics
The Science of Analytics
The Science of Analytics
The Science of Analytics
Takeaway:
Test form field
quantities.
The Science of Analytics
The Science of Analytics
The Science of Analytics
Takeaway:
Offer content, not
pitches.
Get Started Now
Takeaway:
Make CTAs clickable.
Color
49
The Science of Analytics
The Science of Analytics
The Science of Analytics
Takeaway:
Experiment with
punchy colors.
Bad
Good
Takeaway:
Experiment with hero
images.
The Science of Analytics
Which variation
was best?
The Science of Analytics
The Science of Analytics
The Science of Analytics
Takeaway:
Always be testing.
The Science of Analytics
Dan Zarrella
@DanZarrella

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