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Get the full value from your shared content
Data Driven Decision Making
“Data Driven Decision Making VS Gut Filling
Is like Science VS Science Fiction”
Data Driven Story #1
How data led us to build Start A Fire
We have analyzed content traffic sources and noticed
some interesting data
Before social
 After social
Social Media became the most significant
traffic source for content
HubSpot Missed Opportunity
HubSpot shares 3rd party content with its 700K
followers, generates a lot of traffic, but aren’t...
Capturing The Value
Using Start A Fire, HubSpot can extract
the full from any content.
Within the content, Start A Fire ad...
Data Driven Story #2
How We Lowered our PPC CAC By 80%
Main metrics to track:
• CPC: ~$2.5
• Conversion rate: ~15%
• Activation rate: ~35%
• Retention: ~60%
The only metric we c...
We need to lower the cost. 
What should we optimize? A/B Test?
Looked deep into data.
Some of the users who became active had common properties.
Decided to target those users and create...
Data Driven Story #3
Don’t trust your gut! A/B test
White? Similar to an Ad?
 Blue? Similar to Start A Fire?
Start A Fire Mobile Badge
White version generated 3X more clicks.
Always A/B Test.
All Voted for Blue Version
Thank You
Oren Barzilai
startafire.com
oren@startafire.com
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Data Driven Decision Making by Oren Barzilai

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Oren Barzilai, CEO of Start A Fire, shows how marketers must rely on data to drive their decision making - not on gut feelings.

Publicada em: Marketing
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Data Driven Decision Making by Oren Barzilai

  1. 1. Get the full value from your shared content Data Driven Decision Making
  2. 2. “Data Driven Decision Making VS Gut Filling Is like Science VS Science Fiction”
  3. 3. Data Driven Story #1 How data led us to build Start A Fire
  4. 4. We have analyzed content traffic sources and noticed some interesting data
  5. 5. Before social After social Social Media became the most significant traffic source for content
  6. 6. HubSpot Missed Opportunity HubSpot shares 3rd party content with its 700K followers, generates a lot of traffic, but aren’t getting any value. When someone re-shares HubSpot, don’t even get credit.
  7. 7. Capturing The Value Using Start A Fire, HubSpot can extract the full from any content. Within the content, Start A Fire adds a branded badge with content and offers recommendations.
  8. 8. Data Driven Story #2 How We Lowered our PPC CAC By 80%
  9. 9. Main metrics to track: • CPC: ~$2.5 • Conversion rate: ~15% • Activation rate: ~35% • Retention: ~60% The only metric we cared about: • Active User Acquisition Cost: ~High PPC Campaign
  10. 10. We need to lower the cost. What should we optimize? A/B Test?
  11. 11. Looked deep into data. Some of the users who became active had common properties. Decided to target those users and create a dedicated funnel specifically for them. Great success: Activation Rate & Retention increased to +90% Active User Acquisition Cost: decreased by 80%
  12. 12. Data Driven Story #3 Don’t trust your gut! A/B test
  13. 13. White? Similar to an Ad? Blue? Similar to Start A Fire? Start A Fire Mobile Badge
  14. 14. White version generated 3X more clicks. Always A/B Test. All Voted for Blue Version
  15. 15. Thank You Oren Barzilai startafire.com oren@startafire.com

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