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The Secret Blueprint for Building a Modern Data-Informed Culture
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About the talk
00:01 Introduction
01:50 Age of tracking and data
04:20 Data is biased
05:34 Being data-informed
10:27 Better experience of your brand
11:28 Lemonade case study
15:00 Hinge case study
20:47 How can you be more data-informed?
About speaker
Dan McGaw is an award-winning entrepreneur and speaker. He is also the Founder and CEO of Effin Amazing, an analytics and growth consultancy that helps product and marketing teams get data driven and optimize their businesses. Coined as one of the original growth hackers, he has led teams at Kissmetrics.com and CodeSchool.com. In 2015, Dan was selected to be a United States Ambassador of Entrepreneurship, where he had the privilege to advise universities, governments and private corporations on how to build entrepreneur ecosystems.
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My name is Dan McGaw I'm the CEO the Founder of Effin Amazing and UTM.io So Effin Amazing is an analytics and marketing technology consulting company. We help companies like Eventbrite Maserati Forks Over Knives figure out their tech stack and then how to better track their customers and use customer data. On the flip side of that I'm also in a SaaS company called UTM.io Who here knows what UTM is? For all the people that have their hands down right now. I hope to God you're not in marketing cuz if
you're in marketing and you don't know what UTM is I'm really scared cuz it's the most important tracking thing. You can do either way. What we're going to talk about today is how are you going to build a data-informed culture know this is really important because I think a lot of people are getting stuff wrong all of us may remember at one point going through a Sears catalog or a Service Merchandise catalog, which did you guys have either those brands in Canada? Right and you would flip through all of those pages and you would look and purchase and buy products are those days of
untrackable data are absolutely right. We no longer a flipping through the Sears catalog without having tracking everything is changed. We know how many products you've you before you purchase weed how long you look at that product before you purchased it. We even know what part of the That product or product actually got you to purchase and on top of that. I can marry that data along with other Behavior data your other purchasing habits, even at other vendors, you guys know what Target is right, you know, they sell your purchase happens to people like me so that way I know how to
better Target you when you're on Amazon, right? So definitely we marry that with other stuff we know your demographic day that we know all of that stuff. How did we get here though? We went from magazines to now actually being able to track everything. Well, I don't know about you but I don't remember the 1900 very well cuz I wasn't alive however, it was a lot different if you were Henry Ford and you wanted to get data on your customers. It
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