conversion conference uk (london) 28 october 2015

Advanced Analytics Across Multiple Platforms for CRO

Martijn Scheijbeler / Director of Marketing / [email protected] / @MartijnSch

To what extend can you use personal data for CRO?

And why the hell is that advanced?

• Leads Marketing at The Next Web: ±15 (60+)

• Into (web/data) analytics for 6 years

• Believes in: Scaling through coding and automating

Who is this guy?

Conversion Conference 2015 - @MartijnSch

8 Million Monthly Unique Users 20.000+ attendees at The Next Web Conferences


• Setting up a testing + data culture from scratch

• Scaled from: 1 test a month > 10 a week

• Increase relevance: the ability to get data on a user level

What qualifies me to speak here?


• What kind of data sources do you have?

• How do you use them currently?

• How do you want to use them?

• When does become creepy?

• Summary: How do YOU use the data to your advantage?

What do I like to talk about…



“You Do The Things You Always Did But The Result Is Somehow Different”


“Obama's Political Moneyball Could Be The Shape Of Campaigns To Come”

“How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did”


How does this help you?

It’s pretty close to where you (should) end up with CRO

• MailChimp/CampaignMonitor

• Google Analytics

• CrazyEgg/Hotjar/Clicktale

• Google Adwords

• Optimizely/VWO, etc?

What does your stack look like?


• Google Analytics (Premium)

• SocialHoney

• MailChimp

• A/B Testing (GTM)

• Heatmap tracking

Our stack, but why?


What they have in common?


They all provide us with a User ID.

• Google Analytics: “Yesterday was our best day ever”

• MailChimp: “15 people unsubscribed”

• A/B Testing: “Green button colours work better”

• Heat map tracking: “People read in an F”

How do you use it?


• Google Analytics: “Returning iPhone users from India

showed an increase in engagement of 15%”

• MailChimp: “Our newest segment really took off”

• A/B Testing: “What’s that new segment about?”

• Heatmap tracking: “Can you send me the heat map of

50.000 pages segmented by 15 variables?”

How you should use it?


• WhatsApp?

• “USA Today’s sports site FTW found the same thing, with

WhatsApp getting 18 percent of share-button taps”

• What if we would only target these users?

• First test results :(

How does it help The Next Web?


• “Always be testing”

• Re-test your original ideas, that worked out for us

What was next?


• Create more narrowly defined segments.

• Keep significance in mind, audience size of xx.xxx

• Test on these users, what is difference in behaviour?

What are our next steps?


• It’s easy, use your web analytics data

• You already have access, start drilling down segments

• If you’ve done this already? Add more arguments

How you can do that?


• The User ID is your best friend.

• Do you really know your audience?

• What if you would be able to micro target users?

How do you get there?


A personalised experience?

How do/can YOU segment your users?

You know this data, right?

What could possibly go wrong?

Heatmap Tracking?

• Pixel location

• Finger print: browser, device size, browser size

• Page + Template

• A/B Test ID!

We started saving all data points


What can you do?

• Regions

• Devices

• Traffic sources

• Next: combine them

Start with 1 argument


Isn’t that creepy?

HELL YEAH!

• Make personalization to obvious

• Get yourself in trouble ;-)

Don’t make the mistake to…


• Save the data in the same location

• Make the data more easily accessible to the team

• Easier visualise the data to come up with new ideas

What’s our next step?


• Take it easy… do you know what to do?

• First: become friends with your data!

• Second: become friends with your developers.

• Third: map out your strategy, do you have the resources?

• Worst case? Read back the slides!

What’s your next step?


• The User ID is still your best friend.

• Get to you know your audience, really well!

• Save the data anonymous but be able to merge the data.

• Data ware house? Whatever! Just use the data.

• Don’t be afraid to have this in-house.

How you really get there? Takeaways!



Martijn Scheijbeler Director of Marketing at The Next Web

Email: [email protected]: @MartijnSch

Have fun! Thank you!Slides: http://tnw.to/conversionconference

mailto:[email protected]

http://tnw.to/measurefest