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An Analytics Solution for
Rachelle Jackson • Will Reese
2
Coca-Cola has thousands of websites across it various brands and business units. The company is in need of an analytics solution that can advise editorial and content decisions for its websites through effective data management and visualization. It must be easy to use, responsive, and implementable with as few resources as possible.
Problem |
3Process | 3
Discover IterateTest
4
vv
Comparative Analysis |
vv
Business Intelligence
Off-the-Shelf
Web Analytics
5User Interviews |
ACTIONABLE
DECISION
ENGAGEMENT
CONSISTENT
contextdrive understand
communicationsocial
benchmark
education
scalable
standardizealerts
heat map content
analytics
url
returning visitors
traffic
twittervideo
journey
events
referral
bouncerate
kpi
goals
unique visitors
sessionsaverage time on page
segmentscontextunderstand
alerts twitter
journey
kpi
average time on page
contextaverage time on page
context segments
understandsegments
understand
6
“We don’t need more data. We need actionability.”
The Problem |
Data Action
7The Problem |
“We are overwhelmed by information, not because there is too much, but because we don’t know how to tame it.”
- Stephen Few, Data Visualization Expert
8
9
10Use Cases |
Tactical Strategic
Insight
Action
Impact
Analyst DirectorManager
Data
Decisions
Frustrations Needs
• Information from too many sources
• Not knowing the meaning of terms
• Limited access to insights and reports
• Top line actionable insights from analysts
• Headline-driven reporting with visuals
• Reports delivered directly to inbox
Opportunities
Sharon C.Brand Director
Sharon leads brand development and oversees all aspects of branding and marketing. She engages in strategic planning and communicates objectives and performance benchmarks for her team. She would like to have actionable insights at her fingertips in order to make informed decisions to drive business growth.
• High-level reports available on demand
• Quick access to dashboards
• Insights and visuals that drive action
Personas | 11
“It’s really helpful when I can get top line results with headlines that are easy to read and messages that stand out.”
12Personas |
Teresa F.Marketing Manager
Teresa manages the activation of social media, sales, and marketing initiatives for her team. She supervises the analytics process and communicates insights to upper management. She would like to streamline the process to make it faster and easier to capitalize on insights drawn from the various analytic tools her team users.
“It would be awesome to spend less time analyzing the data and actually free up resources to act on the insights.”
Frustrations Needs
• Too many tools and agencies
• Disconnected data • Dependency on Excel • Unable to export
reports
• Data access in one source
• Generate reports in various formats
• Insights for meeting business goals
Opportunities
• Quick access to multiple data sources
• Interactive report generation
• High-level insight with ability to drill down
13Personas |
Kelly O.Content Strategist
Kelly monitors the web content for Coca-Cola’s Journey site. She is tasked with analyzing and communicating how the KPI’s for the site are performing. She would like a tool that allows her to easily monitor metrics and effectively communicate insights to her colleagues and managers.
Frustrations Needs• Lack of transparency• Waiting on reports • No standardization for
key metrics • Communicating
metrics to others
• Open access to metrics and data
• Ability to quickly see important metrics
• Clear way to communicate metrics
Opportunities
• On demand reporting • Annotations to add
context • Ability to communicate
via alerts, sharing, and reporting
“If I had a way to quickly view the metrics, that would make it a lot easier for me to answer questions.”
14User Story |
The Work Day
10:0
0 A
M
12:0
0 P
M
2:0
0 P
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4:0
0 P
M
8:0
0 A
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6:0
0 P
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Kelly O.Content Strategist
Tweet Make a list of tweets with urls and timelines
Tweets sent through out the day6
SEO Edit paid campaign and monitor performance
Requests for information on social media stats
Check In Check email and alerts
Newsletter Send out newsletter to different groups
Plan + Review Plan and review events, social, and content
2
15
“I would just keep it open throughout the day.”
“It would be useful to have this in a meeting.”
User Story |
16
DIS
CO
VERY INTERESTEN
GAGEMENTREW
ARD
Learns about new web analytics
interface
Excited + Skeptical
• Receives training in KOLytics
• Learns about goals and benchmarks for team
• Wants to know how other teams are using analytics
Gets actionable insights for better
decision making• Sets alerts and
reminders to check analytics
• Makes annotations for meaningful numbers
• Sends out reports to colleagues
• Hopes that unified analytics reporting will break down barriers
• Wonders if unified web analytics will lead to better communication and understanding
Relieved + Confident
Uses dashboard daily to monitor web analytics
Eager + Hopeful
Sets up dashboard to track web analytics
Happy + Empowered
Journey Map |
• Higher team morale and validation
• Better understanding of analytics company wide
• Able to meet goals and achieve continued success
17
Integrated Approach Access to multiple
databases in one source
Visual Data Exploration Various metric options
Role-based Reporting User-level access
Scalable User -> Team -> Enterprise
ResponsiveInteractive communication with notifications and alerts
Customizable Personalized dashboards
for specific user needs
Solution |
18Card Sorting |
19Sketching |
20Sketching |
21Iterations |
22
First Iteration • Change 'weeks' to corresponding months
on time range categories • Change gear icon on metric to vertical
dots • Add move icon • Change to opt-in (instead of opt-out) and
move to the dashboard settings• Move visibility, share, reminders, edit name
to dashboard settings (gear icon) • Use checkboxes instead of radio buttons
on report selections • Move custom dashboard option to first in
list (add plus icon)• Use 'Create' on dash and accordion • Add plus sign on create icon box • Add 'Type' to 'Assign a Metric’
Second Iteration • Add pencil to report preview • Change home to ‘Select Your Dashboard’ • Add job titles to employee dashboards in
gallery
Iterations |
23
First Iteration • Change 'Send' to 'Save' when adding
an annotation • Change bottom bar (to match
convention of global navigation) • Move message and annotate icons
off of global navigation• Add time period for metric • Add Log Out • Add Opening ‘home’ panel of all
metrics
Second Iteration • Change ‘+’ icon to ‘…’ icon on iPhone
Iterations |
Sketch 9:41 AM 100%
Annotation SaveCancel
The Bounce Rate decreased. Looks like the new landing page is working.
q w e r t y u i o p
a s d f g h j k l
z x c v b n m
123 space return
Bounce RateLast Week
55%
Journey Website
Social SharingLast 24 Hours
Journey Website
Facebook32,99
6StumbleUpon
9,047
LinkedIn5,322
Twitter5,318
Pinterest1,064
Phil,
Check out the amount of social sharing for today! That story is kiling it! Thanks,Kelly Sent from my iPhone
Sketch 9:41 AM 100%
Message SendCancel
Cc/Bcc, From: [email protected]
Subject: 2/12 Social Sharing from Journey
Facebook 23%32,99
StumbleUpon 34%9,047
LinkedIn5,322
Twitter 17%5,318
Pinterest1,064
StumbleUpon
StumbleUpon
StumbleUpon
FacebookFacebook
StumbleUpon
StumbleUponStumbleUpon
StumbleUponStumbleUponStumbleUpon32,9932,99
6
23%
34%
23%
34%
23%
34%
23%
34%Q W E R T Y U I O P
LinkedInLinkedIn9,047
LinkedIn5,322
9,047
LinkedIn5,322
9,0479,047
15%15%A S D F G H J K LTwitter
Twitter5,318
Twitter5,318
17%
10%
17%
10%Z X C V B N M
1,0641,0641,0641,0641,064
123 space return
Sketch 9:41 AM 100%
55%
5/10
Journey Engagement
Bounce RateLast Week
Journey Website
Sketch 9:41 AM 100%
3 28m s
Avg. Time on Page
24%
Bounce Rate
55%
Top Page Views
PAGE TITLES VIEWS
How to Order a Coke Bottle With Your Name on It
894
NEI Distribution
< 250 > 1000AVERAGE 678
28
45
78
25
40
Tier 1 Tier 2 Tier 3 Tier 4 Tier 5
Referral Traffic
SEO Social
0%
25%
50%
75%
100%
Social SharingFacebook 23%
StumbleUpon 34%
LinkedIn 15%
Twitter 17%
Pinterest 10%
Journey Engagement
24User Testing |
“It’s nice to see other people’s dashboards and see what they are doing.”
“Being able to send it out is a nice feature.”
“That’s useful…filtering the dashboard.”
“Reporting is good. A lot of tools don’t give that option.”
“This is not a one off. People will come here hundreds of times.”
25
Desktop Prototype | 26
Device Type
39%
Journey Engagement
Visitors
60%
40%
3 28m s
Avg. Time on Page
24%
Bounce Rate
55%
Top Page Views
PAGE TITLES VIEWS
How to Order a Coke Bottle With Your Name on It
894
NEI Distribution
< 250 > 1000AVERAGE 678
28
45
78
25
40
Tier 1 Tier 2 Tier 3 Tier 4 Tier 5
Country/Territory
874,239
Visits
65 KGOAL
48 586
Referral Traffic
SEO Social
0%
25%
50%
75%
100%
Social SharingFacebook 23%
StumbleUpon 34%
LinkedIn 15%
Twitter 17%
Pinterest 10%
27Mobile Prototype |
Sketch 9:41 AM 100%
3,872
40%
48K586
12:00
Analytics
Journey Engagement
NEI Distribution
< 250 > 1000AVERAGE 678
28
45
78
25
40
Tier 1 Tier 2 Tier 3 Tier 4 Tier 5
Top Page Views
PAGE TITLES VIEWS
How to Order a Coke Bottle With Your Name on It
894
Referral Traffic
SEO Social
0%
25%
50%
75%
100%
Social SharingFacebook 23%
StumbleUpon 34%
LinkedIn 15%
Twitter 17%
Pinterest 10%
3 28m s
Avg. Time on Page
24%
Bounce Rate
55%
28
• Expand platform to include integrations from other company-wide team functions! Freestyle Discovery Analytics, Sales
Data, Operations and Supply Chain, etc.
• Report comparison to other teams
• Real-time Tracking
• User Flow Tracking
• Messaging
Future Considerations
Future Considerations |
“Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.”
- Stephen Few, Data Visualization Expert