The Science of AnalyticsHow 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