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April 8, 2019 - Melody Jennings Bowers

If you have your own business and you’ve been learning best practices on how to market yourself, chances are you’ve heard the term “marketing funnel” quite a bit. But what exactly is it?

When done correctly, a marketing funnel will take your potential customer from first discovering you (via YouTube, your blog, your social media efforts, etc.) all the way to buying your products or services on a regular basis. It helps them go from being aware of your business to being repeat customers.

IN SHORT, A MARKETING FUNNEL IS A BASIC REQUIREMENT OF A SUCCESSFUL ONLINE BUSINESS.

IN THIS BLOG, WE WILL DISCUSS:

 Who will be going through your funnel stages
 What those stages are
 The four basic steps of a marketing funnel
 How to collect, track, and measure data through each stage
 How to set everything up

SO, WHAT EXACTLY IS A MARKETING FUNNEL?

A marketing funnel is a series of steps that a customer needs to go through in order to reach your conversion goal. A conversion is a particular action you want visitors to make on your website. That could mean they make a purchase, add an item to their shopping cart, sign up for a newsletter, fill out a form, etc. Basically, any measurable action that moves potential customers closer to feeling comfortable enough to buy what you’re selling.

FUNNEL STAGES

f you were to Google “marketing funnel”, you would find a mixed bag of resources and a variety of marketing funnels that serve different purposes within industries.

We’ve narrowed this post down to focus on a basic funnel that a small business looking to generate more leads and customers would benefit from taking the time to implement.

It’s important to be aware that there are a few hoops that an anonymous user has to jump through before they are interested enough in your brand to become a customer. The marketing funnel stages are not random. They are based on tried-and-true customer behavior patterns that have kept business school professors busy researching for decades. The thinking goes like this:

1. Awareness attracts VISITORS who actually visit your website, click around, engage with your content, and maybe check out your products.
2. VISITORS who show enough interest become LEADS by signing up for your newsletter, downloading your free content, or submitting a question through a contact form. Now you have permission to communicate directly with them.
3. Desire is the motivation for LEADS to become a PROSPECT. A prospect will do everything except hit the “submit” button to place their order. For example, they’ll put items in their checkout cart but not complete the order. They’ll request a discount code, but not use it right away. They want to buy your stuff so badly they can taste it, but they aren’t quite ready (or able) to commit yet.
4. Once a PROSPECT is ready to take action, they then become your CUSTOMER. You’ve passed all their tests, and they are convinced that what you’re selling will solve a problem they have.

Just be sure that all that hoop-jumping is worth it! This means you need to be providing a product or service that actually does live up to or exceed their expectations—because once somebody makes it through all those stages, you have more than a customer. You have converted an anonymous user into a believer!

THE FOUR BASIC STEPS OF A MARKETING FUNNEL

Now that we know who will be going through our funnel stages, let’s talk about the four basic steps that make up a marketing funnel: Awareness, Interest, Desire, and Action.

This step is the very top of the funnel. You’ll reach the most amount of people during this stage, which is why some companies refer to this as your “wide net”. The goal for this step is to turn people into website visitors. You can do this through social media activity, press coverage, local events, word of mouth, third-party partnerships, influencers, etc. During this step, you should be measuring the following:

 Website traffic sources (where are these visitors coming from?)
 The most-visited website pages
 Social media clicks (what posts receive the most engagement?)
 Blog post engagement (are people reading the full blog?)
 Which site links are users clicking on the most?
 What devices are people using to visit your site?
 Where do these visitors live?

Once you’ve built awareness with your visitors, the next step in the funnel is to generate interest. An easy way to gauge interest is with your email list. You can create email campaigns to get people closer to conversion, or you can produce an email newsletter with different types of content and ways for your leads to interact with your brand. The interest your visitors are showing is measured by the following:

 Email open rates or click-through rates (are your leads opening and reading the emails you’re sending them?)
 Social media click-through rates
 Product views
 Completed contact or intake forms on your website

As you work your would-be customers through the funnel and closer to conversion, you will be able to see how much desire they have to be converted into paying customers. During this stage, your leads turn into prospects. You will know they are prospects by tracking:

 If they have added items to their checkout cart
 Whether or not they used the promo or discount code when adding items to their checkout cart
 If they have responded to emails in your email series
 If they have shared their contact info with you at a live event

Yay, you have a customer! Your visitor turns into a lead, then a prospect, and now you have a paying customer and new data you can use to create new funnels to increase your profit (or your email list, or your wholesale client list).

CONVERSIONS

Let’s talk more about conversions. Conversions will look a little different for every company, and even every stage of your company. If you’re just starting out and your main goal is to generate interest, your conversion would probably be to grow your email list. Or if you have a new product coming out and you want to generate traffic and sales for that specific product, your conversion would be the sale of that specific product.

It seems kind of obvious that your conversion goal should be sales, but don’t forget about email signups. Your email list is the most valuable data you can get. Why? Because you have full control over this channel, and you can measure the outcomes of what happens with your email subscribers clearly.

WHY DO YOU NEED A MARKETING FUNNEL?

Because every online business needs an automated, measurable system that will guide potential customers from the process of learning about your brand all the way to making a purchase.

People probably are not going to just randomly stumble across your website and immediately make a purchase. That would be great, but it’s not likely. Instead, they need a bit of nurturing, educating, and convincing before they get to that point.

Think of these funnels as a “get to know you” process that explains to people the different reasons why they should make the leap and become a paying customer.

The most effective way to communicate directly with people who are interested in your brand is via email campaigns. Once you get people to opt in to your email list, you can deliver content directly to their inboxes and track how they respond to that hand-picked content. Trust us, it’s much easier to adjust your content once you can see what your prospects are most interested in and engaged with.

NEED HELP GETTING STARTED WITH A DATA COLLECTION PLAN?

INTRO TO DATA COLLECTION IS A COURSE DESIGNED JUST FOR YOU!

If the thought of collecting, tracking, measuring data from a sales funnel makes you nervous, fear not. We have created a quick list of some basic things you can start thinking about before you dive into learning how to set up your data collection dashboard.

HOW TO COLLECT, TRACK, AND MEASURE DATA DURING EACH STAGE

Use a tool like bit.ly and add some unique, trackable links to your blogs, email campaigns, and social media. Even if you’ve never looked at Google Analytics before, you can get your feet wet by seeing how many people clicked on these links, and which channel they were on when they clicked.

Your email platform will have some sort of reporting that will be super user-friendly and will give you great insight into how your prospects are interacting with your content.

In a basic MailChimp report (even with a free account), you can see what kind of “open rate” a specific email had, how many people opened it, and—even more interesting—what time they opened it. It’s important to take a peek at which links they clicked on, too.

If you have intake forms (contact forms, newsletter signups, wholesale applications, etc.) as part of your marketing funnel, you should have a notification set up to get an email anytime someone fills out the form. This is data, and all data is golden! Just from those few interaction points, you can get a good feel for how your community of potential customers is interacting (or not) with the content you have created.

The data starts to get a little more tangible at this stage, which means it’s easier to track and measure. A few examples of tangible info you should pay attention to at this stage are:

 The “abandoned cart” percentage rate. If users are adding items to their checkout cart but not completing the purchase, you should make sure everything is functioning properly, then test out the process to see if you can make it any smoother. The abandoned cart rate is a statistic that can be found in your e-commerce platform.

 When a wholesale contact asks you to send them some sample products. This is a huge indication that they have a desire to purchase your product. Make sure you have a system to log interactions so that you can copy the things that worked next time.

 A contact collection system for when you are hosting a booth at events. If you’re going to be at a trade show or pop-up, it’s very important to have a signup sheet that will help you follow up and nurture those interested parties.

All of these are actions are measurable! They can provide valuable insights as to what your potential customers like and don’t like. Collect and leverage these free clues to validate whether or not you’re on the right track.

This one’s easy! Have your prospects done the thing you’ve been guiding them to do? Have they been willing to part with their hard-earned money because they believe that your brand offers a trustworthy solution that will help them solve their problem?

Even without Google Analytics, you can get an idea of where your funnel is and isn’t working. If people are “stuck” in the lead stage and are taking forever to become a prospect, then you can start adjusting your offers. It could honestly be as simple as changing some of your wording or the image you’re using on a landing page.

But how cool is it to have a way to identify what needs to be fixed, and to be able to pinpoint exactly where you might be able to try new strategies to increase engagement?

Once you get one funnel flowing, then you can start using more funnels to create other unique customer journeys. You might have a few marketing funnels working at the same time because you may have different target customers. You aren’t limited to using your funnel strictly for signing up and/or purchasing. You can put funnels all over your website to see how visitors move through a specific website flow.

Marketing funnels have helped us narrow down and prioritize how much money and time we spend each month on our marketing efforts. You won’t be able to do it all at once, but sometimes as a “solopreneur”, or small business owner, you have so many things going at once that you won’t be sure what needs your attention most at any given moment. But once you establish a marketing funnel and stick with it for a few months, you’ll be able to tell what’s working and what isn’t within the boundaries of that funnel—which is such a relief if you’ve been trying to implement and refine everything, everywhere at all times.

So now that you’re sold on the whole marketing funnel idea, are you wondering how you set up the damn thing? We’re not going to leave you hanging! You can follow the eight easy steps listed in the infographic below to set up and track your very own marketing funnel.

Marketing funnels have helped us narrow down and prioritize how much money and time we spend each month on our marketing efforts. You won’t be able to do it all at once, but sometimes as a “solopreneur”, or small business owner, you have so many things going at once that you won’t be sure what needs your attention most at any given moment. But once you establish a marketing funnel and stick with it for a few months, you’ll be able to tell what’s working and what isn’t within the boundaries of that funnel—which is such a relief if you’ve been trying to implement and refine everything, everywhere at all times.

So now that you’re sold on the whole marketing funnel idea, are you wondering how you set up the damn thing? We’re not going to leave you hanging! You can follow the eight easy steps listed in the infographic below to set up and track your very own marketing funnel.

TO DOWNLOAD A PDF VERSION OF THE INFOGRAPHIC BELOW

Sign up below to receive the Customer Persona Worksheet for FREE!

SUMMARY

As you can see, having a marketing funnel is a critical element to any online business. It may seem daunting at first, but once you begin to see what’s working and what needs tweaking, it’s pretty exciting. Why? Because you’ll be seeing your business take shape right in front of your eyes. Having a measurable way to know what makes people want to buy what you’re selling is nothing short of thrilling after all your hard work.

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March 5, 2019 - Melody Jennings Bowers

MEET GILLIAN STOLLWERK-GARRETT

We met Gillian Stollwerk-Garrett during our crowdfunding campaign on iFundWomen. She had launched her campaign a few months before us and quickly became our go-to resource for all things crowdfunding, as well as, one of our biggest cheerleaders. Her authenticity and “don’t wait until things are perfect, just go for it” attitude have encouraged us more than she knows. We’ve kept in touch virtually and when she was in Nashville several months later, we met her for lunch and found her to be even more smart, supportive and gorgeous in real life!

In a few short years, Gilly has taken her homemade beauty product business, Gilly’s Organics, from just an idea to a successful online brand, and she’s seen her products go up on shelves in multiple Whole Foods stores around the Northeast. Plus, she’s done it all while raising her three young children (though she does credit yoga and an amazing therapist for helping her stay sane!).

We were excited to catch up with her on all things life and business. She was, once again, very generous with her time and willingness to share her insights with us. Now, we’re excited to share them with you so you can apply them to your own business!

Q: YOU HAVE SUCH AN INTERESTING STORY. COULD YOU TELL US A BIT ABOUT HOW GILLY’S ORGANICS CAME TO BE AND WHAT YOUR GROWTH HAS LOOKED LIKE OVER THE PAST COUPLE OF YEARS?

A: After working for a few years freelance writing for Estée Lauder, I was getting tired of writing “fresh, crisp, summery” for their fragrances … plus I had started to live a more natural, organic life. After meeting my husband in an organic cafe, we began eating and shopping much cleaner. Also, the VP feeding me consulting work got let go. I had two (of three) babies at the time, and we were living in NJ. My husband asked me what I wanted to do, and I just answered, ‘I’m gonna make a product!’ And then … I did! I made a sugar scrub called “Hey Sugar, Lookin’ Good!” and that’s how it all began.

Q: YOU DEFINITELY HAVE A BRAND BUILT AROUND YOURSELF. WHAT HAS THAT EXPERIENCE BEEN LIKE?

A: At first, I didn’t like it. When I made the name, I didn’t envision it in the future and having to promote myself and my name all the time. It took getting used to, but I do embrace it now that we ALL buy products and services because of the owner (or salesperson or face of the brand) and if we relate to them! I know I do. Once I embraced this, I put my genuine self out there and decided to remember that you cannot market to everyone! Not everyone wants what I’m selling, and that’s cool! There are billions of people out there and plenty who want what I’m making. Plus, when you market to everyone, you market to no one (I learned that one from Marie Forleo’s B-School)!

Sometimes people water down their message. They make it generic to appeal to everyone and play it safe. Be it their packaging or their social media, every brand has a voice. Once I figured out that that voice was my own voice, I decided not to apologize for it, and whoever it resonated with became my customers because the product inside does have a broad range of appeal. The product inside is good for all ages and all skin types, so it’s really more about the brand message. I suppose I’m still figuring it out, but it has gotten much clearer over the years. This has made it easier for me to promote Gilly’s Organics.

Q: WHAT KIND OF CONTENT AND MARKETING STRATEGIES HAVE WORKED BEST FOR YOU?

A: Good one. It’s a daily decision-making process. All caregivers have this. “What is the most important element of my day today?” I will ask it and then schedule it. Some days it’s science fairs and Halloween parties, other days it’s trade shows, panel talks and admin work. Every day I will work, but as I get older and wiser and do NOT want to burn out, I will often be very realistic with people about deadlines — like with this lovely article. I knew my time and when I could deliver. I try not to apologize for my life choices. Working out is usually a must. It’s my anti-anxiety drug because entrepreneur life can be stressful!

Q: TELL US ABOUT YOUR BLOOMING RELATIONSHIP WITH DATA AND WHY IT’S FEELING MORE IMPORTANT TO YOU. WHAT STEPS ARE YOU TAKING TO COUPLE YOUR STRONG INTUITION WITH A MORE SYSTEMATIC APPROACH TO PAYING ATTENTION TO WHAT’S WORKING?

A: It’s definitely a work in progress, but I am starting to track SEO and see who clicked and who bought which products and getting to know who my primary customers are.

Q: WHERE DO YOU SEE YOURSELF AND GILLY’S ORGANICS IN THE NEXT YEAR?

A: New, clean, upgraded packaging; more stores and boutiques; and a team!

Q: WHAT ARE A FEW PIECES OF ADVICE YOU WOULD GIVE A WOMAN WHO IS JUST STARTING OUT GROWING THEIR BUSINESS?

A: Start NOW. The kinks will iron out. You don’t want to wait. There are resources everywhere! Use them to:

  Raise money on crowdfunding sites like iFundWomen.com

  Attend networking events

  Join online groups and chats to learn more about your customers

  You can teach yourself so much these days online!

  You can keep your day job and start your dreams on the side!

  Also, ask for help! We can’t do it all alone.

Do you know how many friends have offered me help and I haven’t taken it? Don’t do it all alone. Get an intern. Find a mentor in your field. Or even not in your field. I have a few, and they have been so instrumental in my growth, mostly because of the confidence I have gained and seeing that it can be done.

Don’t not take the chance because it’s hard and you might fail. Lots of businesses fail. What it’s really all about — and I still need to remind myself this too — is the journey. Make sure you are passionate about your endeavor because money can’t be the only reason to work hard! I have frequently worked side jobs to support my dream because I’m willing to do whatever it takes to succeed.

The trick is to view everything as an opportunity to learn and grow while having fun.

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February 6, 2019 - Melody Jennings Bowers

Advice From a Female Business Owner Trying to Make it All Work

I have to be honest. I’m writing this blog as an accountability exercise to make sure I’m practicing what I preach. As a project manager, it’s my job to be on top of things, but life gets messy, and some days months it’s hard to stay focused.

Over the years I have found a few tricks and apps that make the hard days a little bit easier and keep me focused on my work even when my personal life feels chaotic. The easiest way to give you a rundown of how I stay focused would be to take you through one of my typical workdays.

Here we go…

While I’m adjusting my eyes, I open up my email to see what is waiting for me when I get around to opening my computer. I don’t reply to any emails this early, but this check-in allows me space to mentally prepare for the priority tasks that are waiting for me. Then I open up our Preview App to see what’s in the queue for our social postings that day. I can think through any stories that might make sense. If I’m really feeling jazzy, I’ll set an alarm for myself to post because who can remember things like that when you are trying to focus on everything else? OK, out of bed… time to make coffee, lunches, breakfast and wake up the littles.

Like clockwork, at 8:02 am, I get my motivational text from ShineText. After dropping Maisie off at school, I sit in my car, let that motivation soak in and allow myself a moment of joy. Now it’s off to the gym. My YMCA app has a scheduling feature that allows me to choose what group exercise class I’m in the mood for that day… Spin or Sculpt? And let’s be honest, some days I look at the schedule and still decide to drive home.

By this time, I’m either home from the gym, or my house is clean enough that I can actually sit down and focus on pressing projects. Right around this time, I get a push notification from Slack asking me if I’m ready to submit my daily Standup. Melody and I use Jell to keep each other in check and also allow for both of us to see what each other’s tasks are looking like for that day. It’s essentially a daily checklist of what has been done, what we are doing and what challenges are keeping us from getting those things done.

Once I know what I need to have done, I take a minute (or 5) and do a quick meditation in the 10% Happier app. Set my intentions. Clear out the distractions. Now I’m ready to work.

Because I only have 4 ½ hours for any client-facing work, I have to use my time wisely. What can wait until bedtime? What needs my attention during office hours?

After burning through four hours of client check-ins, completing proposals, answering customer questions, hosting strategy meetings with clients, and completing website review calls with the team- it’s time to recenter in my daughter’s car-rider pick up line with My Gratitude Journal. This app allows me to take advantage of some quiet time so I can prepare for whatever 1st grade emotions are about to come barreling into my car.

I should say, some days I use this time to grocery shop on my Kroger Pickup app. Ladies, if you aren’t using this app, you are doing life wrong!

So, after Elsie gets home, I enter into full mom mode until about 8:00 pm. I try to push all things work-related out so my energy can be spent on managing emotions, sibling battles, cooking dinner, bribing them to eat said dinner, working through homework and reading, then it’s bedtime.

I find a trashy TV show, open my computer and finish out whatever is pressing on my list. I clear out my inbox, add any items to tomorrow’s Jell list, and spend my evenings focused on our brand’s task list. Whether it’s our website redesign, social media publishing schedule, blog and newsletter content, or working on marketing funnels for our online courses, doing this work at night gives me focused and undistracted time to wrap up what needs to be finished.

Since our team works virtually, we use several apps throughout the day that allows me the freedom to jump in and out of work mode and still know where projects and tasks stand. I know I mentioned Slack, but we also rely heavily on Google Drive and Teamwork to keep up with everything.

Even though my days aren’t very exciting, my lists are long, and raising kids is hard work, our clients need to feel like they have all of my attention and focus. Using all of these little tricks throughout my day is crucial if I am going to get it all done.

JUGGLING SQUIRRELS DOES REQUIRE GREAT SKILL AND PATIENCE

 CHALLENGE NO. 1: MANAGING ALL OF THE HOUSEHOLD AND WORK RESPONSIBILITIES

I read a meme the other day that described adulthood like that feeling as a kid when you fell on the trampoline but everyone keeps jumping so you can’t get up. That’s what my life feels like constantly! On top of work obligations, I have a 1st grader in Girl Scouts AND ballet. I am the room parent for both of my kids’ classrooms (don’t ask me why — and I don’t recommend this!). I became a business owner so I could be a part of my girls’ activities, but man is it a juggling act! On the good weeks when I have a solid handle on things, I use my time after school to work on anything involving their activities or household responsibilities. I’m not talking cleaning — that’s an impossible feat for my family. I’m talking more about signing permission slips, paying bills, scheduling doctors appointments, etc. This way, I don’t have to think about it during my designated work time, and offices are still open to actually get things done.

 CHALLENGE NO. 2: STAYING FOCUSED ON YOUR OWN BRAND WHEN EVERYONE ELSE NEEDS YOUR ATTENTION

Not sure if you have noticed yet, but we have been “building” our courses for over two years now. We are just now getting around to updating our website, and we still to this day don’t have business cards for Her Data Method. My advice, which I wish I would listen to more often, would be to schedule time each day to close everything client-related (including your email) and only focus on your company’s growth. Hopefully, you will always have client work and customers to take up your time, but what happens when you hit a slow season and suddenly need to find more clients? Melody and I use a calendar/planner called the Passion Planner that has a lot of space for setting goals and holding yourself accountable to those goals. If there is a project you want to finish, a partnership you are working to form or an event you are preparing for, set aside time every day to focus on JUST those goals. It might take you longer to get there, but the more time you make for those projects and tasks, the more likely you are to stick with them and get them done.

 CHALLENGE NO. 3: MAKING TIME FOR OUR “PASSION PROJECT” THAT WE WANT TO TURN INTO A FULL-TIME CARE

I think the same method above holds true for this situation too. It might not be during work hours, but I would say the most important time spent is on vetting your idea. Is this a company worth building? Is there a need for the solution I’ll be solving? Is there a large enough customer base with this specific need? If you can’t answer those three questions, you aren’t ready to fully commit to this. You can find lots of exercises online that follow the LEAN business model, OR… you can take our course! In Intro to Data Collection, you will take your idea through a fundamental process (which we did too late so now you don’t have to make the mistakes we did!) and really establish the baseline for either building or growing your company. You’ll define your value proposition, your mission statement and identify who the customers are that you are trying to reach.

ONE MORE THING …

On the days where you feel like you are drowning and you just can’t seem to get yourself above water, we give you Newman. Melody’s daughter, Mary, has a new roommate at college who came with a support cat. Newman is now supporting all of us through all the photos Mary shares of his cuteness and joy.

I encourage you to find a place of solace, whether that’s means listening to Happiness Frequency Video on YouTube to boost your seratonin levels, a funny podcast or finding your own support animal. Find something to retreat to, allow time to regain your focus, then go get back to being the badass we know you are!

LINKS TO THE APPS WE LOVE AND USE THE MOST

WORK + PRODUCTIVITY

PREVIEW APP
JELL
APP
SLACK
GOOGLE
DRIVE
TEAMWORK
PASSION PLANNER

WORK + PRODUCTIVITY

MY
GRATITUDE
JOURNAL
SHINE
TEXT
APP
MY FLO
TRACKER
APP
10%
HAPPIER
APP
MY
YMCA
APP
KROGER
PICKUP
SERVICE

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Filed Under: Online Tools Tagged With: apps, organization, webtools, women in business

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