The Science of Analytics

How to measure ROI.

Dan Zarrella
Social Media Scientist
Unicorns and
Rainbows
decisions?
Takeaway:
Learn to measure the
ROI of everything.
What do I want to
improve?
Takeaway:
Identify what leads to
dollars and cents.
KPI
Takeaway:
Track everything
(including social).
Proxy Metrics
Engagement
Takeaway:
After ROI, measure
engagement.
What does my
market want?
Focus Groups
Surveys
Takeaway:
Ask your audience
what they want.
Takeaway:
Identify information
voids.
What will I test?
vs
Takeaway:
Test form field
quantities.
Takeaway:
Offer content, not
pitches.
Get Started Now
Takeaway:
Make CTAs clickable.
Color
49
Takeaway:
Experiment with
punchy colors.
Bad
Good
Takeaway:
Experiment with hero
images.
Which variation
was best?
Takeaway:
Always be testing.
Dan Zarrella
@DanZarrella