Lean Analytics & Analytics Dashboards

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    22-Nov-2014

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Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way

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  • 1. LEAN ANALYTICSLEANUX FEST#LEANUXFEST SEP 16, 2014YVES FERKET - NASCOMImage Source: istrategy2009.com

2. I AM YVES FERKETHI! AND I WORK AT NASCOMIN BELGIUM. 3. I USED TODO UX 4. But switched to... 5. The dark side... 6. SalesAnalyticsAnalyticsExcelExcelTimesheetscoffee 7. The planet internet case 8. The planet internet case 9. InT 5 fihgurees: Planet Internet Portal Case 1999 2th biggest Belgian site +60.000 visitors/day +30.000 pages changed 600 comments received 10. AbTout thhe ceomm ePnts:lanet Internet Portal Case 6 likes Friends/Family/Colleagues All the other mails & comments: I cant find my e-mail? Wheres the SMS button? You misplaced my favorite section? Where is X? I cant find Y? (multiply 594 times) 11. so:Lessons Learned (1999) People dont care about design Dont mess with top tasks Measure before you change 1999 isnt always a party 12. So I stopped designing & started measuring users 13. Picture source: Daniel Dare https://www.flickr.com/photos/danieldare/6193235979/ 14. Analyticssome basics 15. ButtonButtonwebsite website with analytics 16. Done! 17. Building a Site@Nascom 18. ASo where do we start Analytics?Design DevelopDiscoverBGoalsUser JourneysWireframes.Art DirectionPage ModelsCopy.CMSHTMLCSS. 19. ASo where do we start Analytics?Design DevelopDiscoverBGoalsUser JourneysWireframes.Art DirectionPage ModelsCopy.CMSHTMLCSS. 20. AAnalytics starts hereDesign DevelopDiscoverBGoalsUser JourneysWireframes.Art DirectionPage ModelsCopy.CMSHTMLCSS. 21. ADesign DevelopDiscoverBGoalsUser JourneysWireframes.Art DirectionPage ModelsCopy.CMSHTMLCSS.Not here 22. Image source: http://kustomculture.skynetblogs.be/archive/2007/06/27/cad-attack-1949-custom-cadillac.htmlJust slappin on Google Analytics codeis putting a screwdriver on the hood ofa car and expect it to fix the engine. 23. So, start with a set of Goals& Objectives 24. A projects Goals & Objectives1. Define your goals2. Translate your Goals in Human questions3. Kpiify your human questions4. Create your data/triggers5. Create an actionable dashboard 25. What do youexpect as anoutcome?What wouldbe a successfactor?Why are wedoing this? 26. This is somethingwe do in everyproject.Its clear, simple &agreed on.Distribute 100points to your goalsBy everybody 27. A projects Goals & Objectives1. Define your goals2. Translate your Goals in Human questions3. Kpiify your human questions4. Create your data/triggers5. Create an actionable dashboard 28. Translate Goalsin Humanunderstood byeverybody.MarketingSalesManagementCEOWhich human question wouldlead to your goal.E.g. Do people do x on our site? 29. HumanQuestions are abit like ahypothesis"We believe [TYPE OF USER] has aproblem [DOING THING]. We can helpthem with [OUR SOLUTION]. We'll knowwe're right if [CHANGE IN METRIC]." 30. A projects Goals & Objectives1. Define your goals2. Translate your Goals in Human questions3. Kpiify your human questions4. Create your data/triggers5. Create an actionable dashboard 31. You know whatwould be a coolnew feature?Shut up andexplain why KPI 2is down by 12% If a big changein a KPI doesntcausesomebody topick up a phoneor run tosomeones deskits not a goodKPI 32. Whatfigure , indicator orratio would givean answer to theHuman Questions? 33. A projects Goals & Objectives1. Define your goals2. Translate your Goals in Human questions3. Kpiify your human questions4. Create your data/triggers5. Create an actionable dashboard 34. A projects data/triggersWhere is your data coming from? online metrics? exports from tools? External partners (travel, ticket sales offices,...) ...In what format is it available document format: excel, MySQL, CSV, PDF, timing: live, hourly, daily, weekly, monthly, random, ... 35. A projects data/triggersTriggers?Data triggers are events that generate data on the answer of the humanquestions a click on a website a money transfer in a sale a scan of a bracelet a click on a like button a click on a buy button result of a survey . 36. A projects Goals & Objectives1. Define your goals2. Translate your Goals in Human questions3. Kpiify your human questions4. Create your data/triggers5. Create an actionable dashboard 37. THE DEFINITION:AN INFORMATION RADIATOR IS A DISPLAYPOSTED IN A PLACE WHERE PEOPLE CAN SEE ITAS THEY WORK OR WALK BY. IT SHOWS READERSINFORMATION THEY CARE ABOUT WITHOUTHAVING TO ASK ANYONE A QUESTION. THIS MEANSMORE COMMUNICATION WITH FEWERINTERRUPTIONS. 38. Dashboards 39. Image source: http://www.hotbutterstudio.com/ 40. Sales inexcelGoogleReportsFacebook Your dataInsightsWebAnalyticsInsightsLinkedInStatsYouTubeStatsPinterestStatsTwitterStatsGoogle+StatsA calendar inGoogle DocsA surveyresult in adropbox 41. Dashboard basics2 3Create (or connect to)a data source(s) withthe data you needchoose a graphicstyle that suits yourdataenrich data withindicators and info totell a storyCreate queries onyour data to fill yourgraph13 42. Dashboard basics1. Is it quantifiable?Your metric should be measurable.2. Is it visible, understandable and clearly communicated?Your metric should serve as a reference point in conversations.3. Is it comparative?You should be able to compare the metric to benchmarks or other points in time.4. Is it a rate or ratio?Showing a rate of change is more illustrative than an absolute number.5. Does it change your behavior?If the metric you choose doesnt enact change, you need a different one(Is it attributed to revenue/cost? )Attributing your efforts to value for the business.Its not a dashboard basic but will get you the budget to create one + will get CEO attention ;)Adapted Sources of : Kissmetrics, Ben Yoskovitz and Alistair Croll, Author of Lean Analytics 43. Dashboard example:human question: do they read our new contentPeople who spend+180 secs grow from12%... to 22% by changingcontent in 6 weeks1. Is it quantifiable?Your metric should be measurable. We created extra time on pagesegments In low (-30secs), medium (-180secs) and High (+180 secs) 44. Dashboard example:human question: hows Facebook doing1: these Facebook Posts4: also in %change2: created thiseffect 3: which is compared to the sameprevious period with indicators5: and in inhuman terms 6: and explained.2: Is it visible and clearly communicated?Your metric should serve as a reference point in conversations. 45. Dashboard example:human question: hows Facebook growth doing3: Is it comparative?You should be able to compare the metric to benchmarks or other points intime. 46. Dashboard example:human question: what social channeldrives conversion?4: Is it a rate or ratio?Showing a rate of change is more illustrative than an absolute number. 47. Dashboard example:human question: which channels works best?Which affiliatepartner or channelgenerated mostconversion andshould we investin?5: Does it change your behavior?If the metric you choose doesnt enact change, you need adifferent one 48. Dashboard example:human question: are we on campaign budgetDaily budget automaticallyupdated through APIBudget goal from Campaign budgetGoogle Doc(Is it attributed to revenue/cost? )Attributing your efforts to value or cost for the business.We do get calls if we are in the red here ;) 49. Understand the CustomerExperience so that you caninfluence the optimalcustomer behavior that willlead to win-win outcomesThe Holy AnalyticsTrinity OutcomeOrders/Leads/RevenueHow, WhyConversion RatesProblem resolutionBehaviorClickstreamClick Density AnalysisSegmentationKey Metrics,Search IntentExperienceResearchCustomer SatisfactionA/B TestingUser TestsVoice of customerSource: avinash kaushik 50. Understand the CustomerExperience so that you caninfluence the optimalcustomer behavior that willlead to win-win outcomesThe Holy AnalyticsTrinity OutcomeOrders/Leads/RevenueHow, WhyConversion RatesProblem resolutionBehaviorClickstreamClick Density AnalysisSegmentationKey Metrics,Search IntentExperienceResearchCustomer SatisfactionA/B TestingUser TestsVoice of customerAnalyticsUserresearch &tests,surveysBusinessdataSource: avinash kaushik 51. Understand the CustomerExperience so that you caninfluence the optimalcustomer behavior that willlead to win-win outcomesThe Holy AnalyticsTrinity OutcomeOrders/Leads/RevenueHow, WhyConversion RatesProblem resolutionBehaviorClickstreamClick Density AnalysisSegmentationKey Metrics,Search IntentExperienceResearchCustomer SatisfactionA/B TestingUser TestsVoice of customerAnalyticsUserresearch &tests,surveysBusinessdataDASHBOARDSource: avinash kaushik 52. Thats a lot of Analyticswheres the lean part? 53. AAnalytics starts hereDesign DevelopDiscoverBGoalsUser JourneysWireframes.Art DirectionPage ModelsCopy.CMSHTMLCSS.I re-use thewireframes of theUX-people andannotate themhow the frontendpeople shouldplace the triggers(because somecompanies needa metrics report ) 54. Dashboards This expensive looking dashboard costabout 20$/user/month To create: is more work up front but a lot less work then a monthlyreport Plays really well with . 55. Dashboard data sources 56. Dashboard data sources 57. Rememberthese?"We believe [TYPE OF USER] has aproblem [DOING THING]. We can helpthem with [OUR SOLUTION]. We'll knowwe're right if [CHANGE IN METRIC]." 58. "We believe [Ann] has a problem[using our product selector]. We canhelp them with [starting from moods vsproducts]. We'll know we're right if[she spends more time in thecollection pages]."Can we test Ann? 36 years old Living in a city Married ? 59. Facebook AdHomepageV1HomepageV21000 Clicks1000 ClicksGoogleAnalyticsResultvalidation 60. Facebook Ad 61. HomepageV1 62. HomepageV2 63. Ann who spend +180secs can grow from12%... to 27% by a newhomepage in 4 weeksNot real data from this customer, for explanatory purpose onlyGoogleAnalytics 64. Test your results in http://isvalid.org/Resultvalidation 65. Create a PLANNINGWe dont use expensive planning tools,but Google sheets To make a planning for eachchannel, we can show in thedashboard To pick up the changes, posts,events, e-mail lists we createdand pushed out in the dashboard and correlate with visitor data 66. Create a PLANNING Pick up events from the GoogleSheets Calendarand correlatewith visitor data 67. Consumer Satisfaction We dont use expensive customersatisfaction tools We use Google Customer Surveys or a simple Google Form thatsends data to a Google sheet Which we pick up in our Dashboards 68. We dont build Sites@Nascom 69. We do service design@Nascom 70. We need a siteAs seen by developers:The customer needs to go from A to B.Lets build him a car 71. We need a siteAs seen by an agency:The customer needs to go from A to B.Lets build him a fancy good looking car 72. We need a siteAs seen by an Nascom:The customer needs to go from A to B.Lets see what his clients need. And give them a map. Learnthem to drive. Provide a dashboardAnd improve so we can get to point C 73. So where do we start Analytics?Start hereDo not stop here.Keep measuring/improving 74. Measure to improve Slide1. Is it comparative?You should be able to compare themetric to benchmarks or other points intime.Source: Shana Rusonis, Content Marketeer, KissMetrics 75. We pick one KPIand improve onthat.Go on to the next.Source: avinash kaushik 76. TWITTER ME:@NODESKTOPHEROLINKEDIN:WWW.LINKEDIN.COM/IN/YVESFERKET 77. Questions?NASCOMINFO@NASCOM.BE@NASCOM ON TWITTER

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