Data Analytics leads to Insights, Recommendations and Action. In this case study. Examine how audience behavior insights drive decisions on growth initiatives.

1. 1
B
Big
Data Voodoo
Daddy
(or mama)
1# BDVD
Agenda / Menu
# FutureM
So , ya wanna BE A
An Excerpt from www.futurem.org Oct 2012

2. Ed Alexaner
@fanfoundry
Ed Alexander, Chief Digital Consultant, Fan Foundry
2
# BDVD
# BDVD
Agenda / Menu
# FutureM

3. Vague:
How should I
improve my
marketing
spend?
Specific:
How can I
identify
underserved
customers?
Hypothesis:
What business
beliefs will we
test, and how?
Specific:
Only collect
the data you
need
Choices:
The right
methodologies
and techniques
How do your
findings answer
the business
question?
Business
Question
Analysis
Plan
Data
Collection
Insights
Recommend
Solutions
3# BDVD
A Test Methodology: B.A.D.I.R. *
# FutureM
* credit: www.aryng.com

4. Case Study #1:
Vague:
How should I
improve my
marketing
spend?
Specific:
How can I
identify
underserved
customers?
Business
Question
Analysis
Plan
Data
Collection
Insights
Recommend
Solutions
4# BDVD # FutureM
Hypothesis:
What business
beliefs will we
test, and how?
Specific:
Only collect
the data you
need
Choices:
The right
methodologies
and techniques
How do your
findings answer
the business
question?

5. Vague:
How should I
improve my
ticket sales?
Specific:
How can I
identify
productive
ticket sales
initiatives?
Case Study #1:
Business
Question
Analysis
Plan
Data
Collection
Insights
Recommend
Solutions
5# BDVD # FutureM
Hypothesis:
What business
beliefs will we
test, and how?
Specific:
Only collect
the data you
need
Choices:
The right
methodologies
and techniques
How do your
findings answer
the business
question?

6. Vague:
How should I
improve my
ticket sales?
Specific:
How can I
identify
productive
ticket sales
initiatives?
Case Study #1:
Hypotheses:
1. Will an early bird discount sell tickets?
2. Will a promo code help sell tickets?
3. Will a promo code stimulate referrals who buy?
4. Will people still buy at full price?
Let’s analyze current data
Business
Question
Analysis
Plan
Data
Collection
Insights
Recommend
Solutions
6# BDVD # FutureM
Hypothesis:
What business
beliefs will we
test, and how?
Specific:
Only collect
the data you
need
Choices:
The right
methodologies
and techniques
How do your
findings answer
the business
question?

7. Vague:
How should I
improve my
event
attendance?
Specific:
How can I
identify
productive
ticket sales
initiatives?
Case Study #1:
QTY PCT
231 28%
149 19%
262 32%
168 21%
810
Hypotheses:
1. Will an early bird discount sell tickets? . . . . . . . . .
2. Will a promo code help sell tickets? . . . . . . . . . . .
3. Will a promo code stimulate referrals who buy?
4. Will people still buy at full price?. . . . . . . . . . . . . .
Business
Question
Analysis
Plan
Data
Collection
Insights
Recommend
Solutions
7# BDVD # FutureM
Hypothesis:
What business
beliefs will we
test, and how?
Specific:
Only collect
the data you
need
Choices:
The right
methodologies
and techniques
How do your
findings answer
the business
question?

8. 8
Case Study #1:
Data
Collection
Insights
8# BDVD # FutureM
QTY PCT
231 28%
149 19%
262 32%
168 21%
810

9. Case Study #1:
Data
Collection
Insights
9# BDVD # FutureM
QTY PCT
231 28%
149 19%
262 32%
168 21%
810

10. 10
Case Study #1:
Data
Collection
Insights
10# BDVD
Community
# FutureM
QTY PCT
231 28%
149 19%
262 32%
168 21%
810

11. 11
Business
Question
Analysis
Plan
Data
Collection
Insights
Recommend
Solutions
Case Study #1:
How do your
findings answer
the business
question?
Vague:
How should I
improve my
ticket sales?
Specific:
How can I
identify
productive
ticket sales
initiatives?
QTY PCT
231 28%
149 19%
262 32%
168 21%
810
11# BDVD
Community
# FutureM

12. 1212
Business
Question
Analysis
Plan
Data
Collection
Insights
Recommend
Solutions
Case Study #1:
Next up:
Multichannel
attribution
Behavioral
Scoring
Social Sharing
impact
Geo/Pop/Wealth
12# BDVD # FutureM
QTY PCT
231 28%
149 19%
262 32%
168 21%
810
Hypotheses:
1. Will an early bird discount sell tickets? . . . . . . . . .
2. Will a promo code help sell tickets? . . . . . . . . . . .
3. Will a promo code stimulate referrals who buy?
4. Will people still buy at full price?. . . . . . . . . . . . . .
Hypotheses:
1. Which sources are most productive?
2. Which sources are most cost effective?
3. Which sources are the best audience match?

13. 131313
Business
Question
Analysis
Plan
Data
Collection
Insights
Recommend
Solutions
Case Study #1:
Next up:
Multichannel
attribution
Behavioral
Scoring
Social Sharing
impact
Geo/Pop/Wealth
13# BDVD # FutureM

14. 14141414
Case Study #1:
Next up:
Multichannel
attribution
Behavioral
Scoring
Social Sharing
impact
Geo/Pop/Wealth
14# BDVD # FutureM
Business
Question

15. 15
Resources
Analysis and Data Visualization Tools
15# BDVD # FutureM

16. .com
Thank you!
16
+1 (781) 492-7638 USA East
@fanfoundry