1. Using data to
understand your
customer base
Luke Coleman
@ltcoleman
Saturday, February 23, 13

2. Small Data vs. Big Data
• All data is the same, cost
is the only factor
• You could lease the IBM
350 for $3,200 per
month
• First consumer 5mb
hard drive in the 1980’s
was well over $3000
Saturday, February 23, 13

3. Analytics to understand
your customer
• Analytics is the discovery and
communication of meaningful patterns in
data
• These patterns allow you to understand
your customers
• What is the most popular analytics
platform?
Saturday, February 23, 13

4. Google Analytics
• Google owns your data
• Premium costs ~150k / year
• Google deals with hosting your analytics
solution ( capacity issues )
Saturday, February 23, 13

5. Piwik
• Piwik is the major open source alternative
to Google Analytics
• You host the solution
• You own the data
• Free
• More flexibility
Saturday, February 23, 13

6. Test Flight App
• iOS SDK
• Beta testing
• Analyze usage through
checkpoints & feedback
• Crash reports
Saturday, February 23, 13

7. TestFlight LIVE
• Crash reports
• Engagement
• Usage data
• Revenue
Saturday, February 23, 13

8. TestFlight LIVE
• Crash reports
• Engagement
• Usage data
• Revenue
Saturday, February 23, 13

9. Analytics with A/B
testing
• What is A / B testing?
• Without data, how useful would A / B testing be?
• Optimizely
Saturday, February 23, 13

10. A / B testing
• What do you normally
want to test?
• The call to action’s
wording, size, color,
and placement
• Headline or product
description
• Form’s length and
types of fields
Saturday, February 23, 13

11. A / B testing
• Layout and style of website
• Product pricing and promotional offers
• Images
• Amount of text
Saturday, February 23, 13

12. A / B testing
• Smashing Mag : Ultimate Guide
• Obama campaign
• Obama digital team used ~500 a / b tests
over 20 months
• Increased donation conversions by 49% and
sign up conversions by 161%
Saturday, February 23, 13

13. Obama form test
Saturday, February 23, 13

14. Obama form test
Saturday, February 23, 13

15. Obama headline test
Saturday, February 23, 13

16. Obama headline test
Saturday, February 23, 13

17. Obama image test
Saturday, February 23, 13

18. Obama image test
Saturday, February 23, 13

19. A / B testing
• Obama digital team analyzed their data and
gained valuable insights into UX/ UI best
practices
• Many times people want to second guess
the results
• As long as your data pool is large enough,
the data does not lie
Saturday, February 23, 13

20. Q &A
Follow me! @ltcoleman
Saturday, February 23, 13