The document discusses agile analytics and its benefits for businesses. Agile analytics involves rapidly testing hypotheses, analyzing results, and making improvements to gain a better understanding of customers, get results more quickly, and reduce risks. It recommends businesses focus on a single problem, develop small testable hypotheses, iterate testing every 2-4 weeks with specific changes, and use findings to direct the next round of improvements. Practicing agile analytics allows organizations to test, improve, fail, and succeed quickly.

1. Agile Analytics
Te Secret to Test, Improve, Fail & Succeed Quickly
By Zach Williams

4. Aunt Jemima innovated
their product line because
of Marketing Data.

5. Because the purpose of business is to create a
customer, the business enterprise has two–
and only two–basic functions: marketing
and innovation. Marketing and innovation
produce results; all the rest are costs.
Marketing is the distinguishing, unique
function of the business.”
Peter Drucker

6. Because the purpose of business is to
create a customer, the business
enterprise has two–and only two–
basic functions: marketing and
innovation. Marketing and innovation
produce results; all the rest are costs.”
Peter Drucker
Father of Business Management

7. Marketing Data Innovation

8. BETTER DATA
LEADS TO
BETTER RESULTS

9. Innovation Drivers
2014
CIO
CMO
Gartner CEO 2012 & 2014 Survey

10. Innovation Drivers
2012 2014
CEO
CIO
CMO
Gartner CEO 2012 & 2014 Survey

11. BETTER DATA
LEADS TO
BETTER RESULTS

12. AGILE ANALYTICS
LEADS TO
BETTER RESULTS

13. Wat is Agile Analytics?
Rapid Testing
Rapid Analysis
Rapid Improvement

14. Benefits of Agile Analytics
Greater Understanding
of Your Audience
1

17. Focus on Target Audience
Web Design / Marketing
&
Productivity

18. Twitter Ad Copy
Simplify Email
Stop Wasting Time
Improve Productivity

19. Twitter Ads
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity

20. Week 1 Results
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity

21. Week 2
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity

22. Week 2 Results
Web Design
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity

23. Week 2 Results
Productivity
Simplify Email
Stop Wasting Time
Improve Productivity
Simplify Email
Stop Wasting Time
Improve Productivity

24. Sales Results
WEEK ONE WEEK TWO
Beat Sales Projection by
13%
Beat Sales Projection by
18%

25. Takeaways
Focus on Simplifying Email & Not Wasting Time

26. Takeaways
Focus on Simplifying Email & Not Wasting Time
Customize platform based on demographic group

27. Quick Tip
Let the data you
uncover direct your
next improvement.

28. Benefits of Agile Analytics
Greater Understanding
of Your Audience
1
Get Results More
Quickly
2

32. Page Views
14.7%
Bounce Rate
29.6%
Entrances
2.7%
Time on Page
8.83%

35. Increase in Leads
8.8%

36. Quick Tip
Iterate every 2-4 weeks

37. Quick Tip
Changes should be
very specific

38. Benefits of Agile Analytics
Greater Understanding
of Your Audience
1
Get Results More
Quickly
2
3 Reduce Risk

40. So Wat?
How to start using
Agile Analytics within
your organization

41. How to start using Agile Analytics
Focus on a Single
Business Problem
Develop Small
Hypothesis & Test
1
2
3 Iterate on Findings

42. Questions?
zach@venveo.com
@zcwilliams
www.venveo.com