Data-Driven Decision Making
You wouldn't choose to cross the street without looking both ways.
You look left and then you look right, so that you have all the info you need before deciding.
This was a decision based on ALL the data we gathered.
If we didn't make decisions this way, then everyone would just be hurling themselves into oncoming traffic.
Can you imagine your morning commute then?
Making decisions for you digital marketing strategy is no different.
Now, we just have cooler toys to help us out.
Decide on What Goal You're Trying to Accomplish.
This could be anything. From deciding which banner to run on an ad, to what product to feature on your landing page.
Then, decide which metrics will help you make the best choice.
It could be Conversion Rate, ROAS (Return On Ad Spend), or Avg. Session Duration.
Make Sure Your Sample Size is Large Enough.
This is to ensure a normally distributed population.
This reduces the chances of the data being skewed, or too many outliers.
Good Data = Good Decisions
Make Sure Your Testing is Long Enough.
In order to gain the appropriate insights, the variables must be tested for a sustained amount of time.
Depending on the amount of traffic, 1-2 weeks is considered the minimum required test length.
Use Appropriate Attribution Modeling.
Decide which source gets the credit with:
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First or Last Interaction
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Linear - equal share
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Time Decay - weighted from most recent to last or vice versa
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Position Based
You'll see which sources are working and which ones aren't.
Make Sure Conclusions Are Unbiased.
Don't let any preconceived notions cloud your judgement.
Always Trust the Facts.
Hi Jeff,
I enjoyed reading your blog, it has a lot of important and useful information. I liked how your blog talks directly to the person who is reading it in a very simple way. The only thing that I would suggest is not bolding things that are not your headings because it makes it hard to read and know what is a heading and what is a normal text. But other than dat, good job at analyzing and making your blog with very good information that helps us understand the process or checklist to make data based decisions.
Hi Jeff,
I enjoyed reading your blog, in my opinion it was interesting and easy to read and understand. I liked that you used animated pictures to help the reader what you were talking about!
Jeff,
Similar to Natalia and Andrea, I really enjoyed reading this post! Visually, this blog takes the cake. The use of gifs and images in this post is great, and so is the formatting (e.g. layout, cropping, etc.). The information was insightful, clear and well delivered. Great job!