Deep Dive Analytics
Deep dive analytics provides you with the detail that business intelligence alone will not.
Our project team at Smart Statistics will work with you to scope what you want to achieve and understand your goals from within your data. We will explore and test your assumptions. Our data analysts, BI specialists and business consultants draw upon each other’s expertise to help you understand your data and create your desired deliverable, be it a one off report, a presentation for stakeholders, or to help embed the findings into your on-going business intelligence.
If your business is producing any amount of data more than 200 rows per week (and all businesses are), then you need to perform deep-dives from time to time in order to understand your company’s performance and improve. Otherwise, you’re likely missing data points that would help you achieve step-functions in growth.
The human attention span and amount of data you can process with your eyes and brain are very limited. You should therefore focus on high-level, condensed data. High-level data can tell you the full story of what’s going on and how you can improve in an easily understandable way.
We think "deep-dives" are a perfect analogy in business because:
Just like your air when you are spear-fishing, your time is limited. It’s your ultimate finite resource
You need to have a basic idea of what you’re looking for: a fish!
You have to come back to the high level eventually; lungs will only last the average person around 3 minutes
Water pressure makes life harder as you go deep, and data complexity acts in the same way. The answer? Better data normalization, formatting, grouping, and visualizing.
Example 1 — Heatmaps and better use of splash screen for web pages
After collecting behavioural data for Exceptionly’s most critical web pages, we discovered we were not effectively using the page height based on page-scroll data on Hotjar.
Action: We re-prioritised our content and moved mission-critical content to the top part of the pages. We also created two A/B experiments on the landing pages; right now we are trying content-heavy and over-simplified versions simultaneously.
Example 2 — Testimonials & Conversion
We’ve been producing testimonial content based on hypotheses, but by leveraging Google Analytics data, we were able to understand the behavioural difference of our prospects before and after engaging with our testimonial content.
Action: We built an automated dashboard to track behavioural differences and the performance of our testimonial content.
Example 3 — Channel Comparison
Smart Statistics is receiving over 25k applicants per week, so a deep dive was necessary in order to compare paid and organic channel performance with a functional domain breakdown. This deep dive revealed that organic channels are performing as well as paid channels.
Action: Conducted a deep dive into organic channels to discover the pound value received through marketing content, social media, and organic search traffic.
Example 4 — Smart Statistics Added Value in the Emerging Markets
As a big believer in remote software talent, Smart Statistics is offering massive value to professionals from emerging markets. We wanted to know exactly how much. We worked on four different models to understand the exceptionally added value in each market.
Action: Now that we know the arbitrage opportunity of our investments, we are using this data to prioritise markets and marketing investments.
Example 5 — Testing Content Pass Rates
At Smart Statistics, we are evaluating over 25K candidates on a weekly basis and our candidate testing process has 4 major parts: Basic Fit Questions, Cognitive Aptitude Test, Subject Matter Questions, and Free-Response Questions. After doing a deep dive into candidate data, we discovered some of our pipelines were eliminating good candidates and some were letting bad ones pass. Considering the huge amount of money we’re investing in lead generation every year, these mistakes have pound-value ramifications.
Action: Built a customisable report for internal Smart Statistics teams, giving access to all candidate data, showing alarming pass rates on each step of testing with the ability to perform pipeline-specific deep-dives when needed. As a result, we fixed the broken pipelines!
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"We believe that the data will set you free. At the end of the day, it's about how you turn those pieces of information into insights that will improve business."