The importance of taking action and what happens if you're not.

1. @valentinradu
JUST
OBSERVING
DATA IS LIKE
WASTING YOUR
LIFE IN FRONT OF A

2. @valentinradu
43% of the people died
prematurely from stress

3. @valentinradu
Not from stress, but from the belief that stress
is bad for them.
Source: Kelley, Litzelman, Witz research 2012, University of Wisconsin School of
Medicine and Public Health

4. @valentinradu
1. What happens without reliable data
2. Why the world needs data, anyway?
3. Data insights + actions = love
(2 case studies)
4. Q & A

5. @valentinradu
1. What happens without reliable
data?

6. @valentinradu
What was the price of
a tulip bulb in 1637?

7. @valentinradu
At one point in 1637, 12 acres (5 ha) of land
were offered for a Semper Augustus tulip bulb

8. @valentinradu
"Tulip price index1" by JayHenry - Own work from data of Thompson. Licensed
under CC BY-SA 3.0 via Wikimedia Commons

9. @valentinradu
Other F***-up’s because of twisted data:
> eBays’ stock price went from 107 to 7 dollars
in the dot com bubble (it got back to 400 after
10 years)
> In Romania, the price of an apartment went
up by 1000% between 2002 and 2007

10. @valentinradu
2. Why the world needs data, anyway?

11. @valentinradu
“The essential difference between emotion and reason
is that emotion leads to action, while reason leads to
conclusions.”
Donald B. Calne

12. @valentinradu
Data
Conclusions
Desires
Actions
Profit

13. @valentinradu

14. @valentinradu
Pain
Desire
Emotions Action

15. @valentinradu

16. @valentinradu
Emotion means
e-motion?

17. @valentinradu
How to convince the decision makers to act
on data?
1. Make them aware about the potential
2. Make them feel their pain
3. Make them desire
4. Repeat
* they are human beings, as well

18. @valentinradu

19. @valentinradu
3. Data insights + actions = love

20. @valentinradu
Anomalies

21. @valentinradu
Patterns

22. @valentinradu
Patterns

23. @valentinradu
Case Study #1 - fashion webstore
1. Dived into Google analytics
2. Discovered that:
- 72% of the non-bounce visitors left without using the search, nor the size filters
- the conversion rate for visitors which used the search/filters was 8 times bigger
3. Made the hypothesis that the visitors are more likely to buy if they are finding
exactly what they needed
4. Built a segment with these visitors
5. Made a creative for those

24. @valentinradu
Case Study
This pop-up, which asked visitors for their dress size, acted as a filter pushing visitors toward more personalized
results.

25. @valentinradu
The result:
+ 48% revenue
for that product category

26. @valentinradu
Case Study #2
1. Deep-diving into Google analytics
2. Saw a huge drop-rate on the last part of the form
3. Made an on-exit intent survey to find out the real needs of the visitors
which got further into the conversion funnel
4. Made the hypothesis that the visitors are more likely to complete a lead
form if they are disclosing the need they want to cover with a loan
5. Triggered an on-exit intent survey to find out their needs and then asked
for their contact

27. @valentinradu
Case Study #2

28. @valentinradu
The result:
+ 25% qualified leads
for the same ammount of traffic

29. @valentinradu
Data is useful only if you use it.

30. @valentinradu
Questions?

31. @valentinradu
Want more action?
Use SPWK2015 code on www.marketizator.com
(you’ll get a free lifetime account.
If you live 100 years, that will worth $118 800 ;)

32. @valentinradu
Thank you!
@valentinradu
valentin@marketizator.com