lean analytics & analytics dashboards
DESCRIPTION
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 wayTRANSCRIPT
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LEAN ANALYTICS
LEANUX FEST#LEANUXFEST – SEP 16, 2014
YVES FERKET - NASCOM
Image Source: istrategy2009.com
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I AM YVES FERKETAND I WORK AT NASCOM IN BELGIUM.HI!
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I USED TODO UX
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But switched to...
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The dark side...
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Sales
AnalyticsAnalyticsExcelExcelTimesheetscoffee
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The planet internet case
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The planet internet case
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The Planet Internet Portal CaseIn 5 figures:
• 1999• 2th biggest Belgian site• +60.000 visitors/day• +30.000 pages changed• 600 comments received
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The Planet Internet Portal CaseAbout the comments:
• 6 likes…• Friends/Family/Colleagues
• All the other mails & comments:• I can’t find my e-mail?• Where’s the SMS button?• You misplaced my favorite section?• Where is X?• I can’t find Y?• (multiply 594 times)
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so:
Lessons Learned (1999)• People don’t care about design• Don’t mess with top tasks• Measure before you change• 1999 isn’t always a party
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So I stopped designing & started measuring users
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Picture source: Daniel Dare https://www.flickr.com/photos/danieldare/6193235979/
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Analyticssome basics
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website website with analytics
<Google Analytics code inserted in HTML>
Button
Button<Javascript
code on buttons to track
events>
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Done!
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Building a Site@Nascom
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ADesign
Develop
Discover
B
GoalsUser JourneysWireframes….
Art DirectionPage ModelsCopy….
CMSHTMLCSS….
So where do we start Analytics?
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ADesign
Develop
Discover
B
GoalsUser JourneysWireframes….
Art DirectionPage ModelsCopy….
CMSHTMLCSS….
So where do we start Analytics?
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ADesign
Develop
Discover
B
GoalsUser JourneysWireframes….
Art DirectionPage ModelsCopy….
CMSHTMLCSS….
Analytics starts here
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ADesign
Develop
Discover
B
GoalsUser JourneysWireframes….
Art DirectionPage ModelsCopy….
CMSHTMLCSS….
Not here
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Just slappin’ on Google Analytics code is putting a screwdriver on
the hood of a car and expect it to fix the engine.
Image source: http://kustomculture.skynetblogs.be/archive/2007/06/27/cad-attack-1949-custom-cadillac.html
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So, start with a set of Goals & Objectives
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1. Define your goals2. Translate your Goals in “Human
questions”3. Kpi’ify your human questions4. Create your data/triggers5. Create an actionable dashboard
A project’s Goals & Objectives
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What do you expect
as an outcome?
What would be a
success factor?
Why are we doing this?
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This is something we do in every
project.
It’s clear, simple & agreed on.
Distribute 100 points to your
goals By everybody
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1. Define your goals2. Translate your Goals in “Human
questions”3. Kpi’ify your human questions4. Create your data/triggers5. Create an actionable dashboard
A project’s Goals & Objectives
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Translate Goals in Human
understood by everybody.
MarketingSales
ManagementCEO
Which human question would lead to your goal. E.g. Do people do x on our site?
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Human Questions are
a bit like a hypothesis
"We believe [TYPE OF USER] has a problem [DOING THING]. We can help them with [OUR SOLUTION]. We'll know we're right if [CHANGE IN METRIC]."
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1. Define your goals2. Translate your Goals in “Human
questions”3. Kpi’ify your human questions4. Create your data/triggers5. Create an actionable dashboard
A project’s Goals & Objectives
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You know what would be a cool new feature?
Shut up and explain why KPI
2 is down by 12%
If a big change in a KPI doesn’t
cause somebody to
pick up a phone or run to someone’s desk it’s not a
good KPI
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What figure , indicator
or ratio would give an answer to the Human Questions ?
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1. Define your goals2. Translate your Goals in “Human
questions”3. Kpi’ify your human questions4. Create your data/triggers5. Create an actionable dashboard
A project’s Goals & Objectives
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A project’s 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, ...
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A project’s data/triggersTriggers?Data triggers are events that generate data on the answer of the human questions• 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• ….
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1. Define your goals2. Translate your Goals in “Human
questions”3. Kpi’ify your human questions4. Create your data/triggers5. Create an actionable dashboard
A project’s Goals & Objectives
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THE DEFINITION:“AN INFORMATION RADIATOR IS A DISPLAY
POSTED IN A PLACE WHERE PEOPLE CAN SEE IT AS THEY WORK OR WALK BY. IT SHOWS READERS
INFORMATION THEY CARE ABOUT WITHOUT HAVING TO ASK ANYONE A QUESTION. THIS
MEANS MORE COMMUNICATION WITH FEWER INTERRUPTIONS.
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Dashboards
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Image source: http://www.hotbutterstudio.com/
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Google Reports
Web Analytics Insights
Your dataFacebook Insights
LinkedIn Stats Twitter
Stats
PinterestStats
YouTubeStats
Google+Stats
A calendar in Google Docs
Sales in excel
A survey result in a dropbox
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32Dashboard basics
Create (or connect to)a data source(s) with the data you need
choose a graphic style that suits your data
enrich data with indicators and info to tell a story
Create “queries” on your data to fill your graph
1
3
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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 doesn’t enact change, you need a different one
(Is it attributed to revenue/cost? )Attributing your efforts to value for the business.It’s 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
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People who spend +180 secs grow from 12%...
… to 22% by changing content in 6 weeks
Dashboard example: human question: do they read our new content
1. Is it quantifiable? Your metric should be measurable. We created extra “time on page” segments In low (-30secs), medium (-180secs) and High (+180 secs)
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Dashboard example: human question: how’s Facebook doing
1: these Facebook Posts
2: created this effect 3: which is compared to the
same previous period with indicators
4: also in %change… 5: …and in in
human terms 6: and explained.
2: Is it visible and clearly communicated?Your metric should serve as a reference point in conversations.
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Dashboard example: human question: how’s Facebook growth doing
3: Is it comparative?You should be able to compare the metric to benchmarks or other points in time.
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Dashboard example: human question: what social channel drives conversion?
4: Is it a rate or ratio?Showing a rate of change is more illustrative than an absolute number.
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Dashboard example: human question: which channels works best?
5: Does it change your behavior?If the metric you choose doesn’t enact change, you need a different one
Which affiliate partner or channel generated most conversion and should we invest in?
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Daily budget automatically updated through API
Budget goal from Campaign budget Google Doc
Dashboard example: human question: are we on campaign budget
(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 ;)
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“Understand the Customer Experience so that you can influence the optimal customer behavior that will lead to win-win outcomes”
The Holy Analytics Trinity Outcome
Orders/Leads/Revenue
How, WhyConversion RatesProblem resolution
BehaviorClickstreamClick Density
AnalysisSegmentationKey Metrics, Search Intent
ExperienceResearchCustomer
SatisfactionA/B TestingUser Tests
Voice of customerSource: avinash kaushik
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“Understand the Customer Experience so that you can influence the optimal customer behavior that will lead to win-win outcomes”
The Holy Analytics Trinity Outcome
Orders/Leads/Revenue
How, WhyConversion RatesProblem resolution
BehaviorClickstreamClick Density
AnalysisSegmentationKey Metrics, Search Intent
ExperienceResearchCustomer
SatisfactionA/B TestingUser Tests
Voice of customer
AnalyticsUser research & tests, surveys
Business data
Source: avinash kaushik
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“Understand the Customer Experience so that you can influence the optimal customer behavior that will lead to win-win outcomes”
The Holy Analytics Trinity Outcome
Orders/Leads/Revenue
How, WhyConversion RatesProblem resolution
BehaviorClickstreamClick Density
AnalysisSegmentationKey Metrics, Search Intent
ExperienceResearchCustomer
SatisfactionA/B TestingUser Tests
Voice of customer
AnalyticsUser research & tests, surveys
Business data
DASHBOARD
Source: avinash kaushik
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That’s a lot of Analytics where’s the “lean” part?
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ADesign
Develop
Discover
B
GoalsUser JourneysWireframes….
Art DirectionPage ModelsCopy….
CMSHTMLCSS….
Analytics starts here
I re-use the wireframes of the UX-people and annotate them how the
frontend people should place the triggers
(because some companies
need a metrics report )
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Dashboards• This expensive looking dashboard cost
about 20$/user/month • To create:
• is more work up front• …but a lot less work then a
monthly report• Plays really well with
• ….
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Dashboard data sources
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Dashboard data sources
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Remember these?
"We believe [TYPE OF USER] has a problem [DOING THING]. We can help them with [OUR SOLUTION]. We'll know we're right if [CHANGE IN METRIC]."
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"We believe [Ann] has a problem [using our product selector]. We can help them with [starting from moods vs products]. We'll know we're right if [she spends more time in the collection pages]."
Can we test Ann?• 36 years old• Living in a city• Married ?
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Facebook Ad
Homepage V1
Homepage V2
1000 Clicks
1000 Clicks
Google Analytics
Result validation
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Facebook Ad
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Homepage V1
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Homepage V2
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“Ann” who spend +180 secs can grow from 12%...
… to 27% by a new homepage in 4 weeks
Not real data from this customer, for explanatory purpose only
Google Analytics
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Test your results in http://isvalid.org/
Result validation
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Create a PLANNING
We don’t use expensive planning tools, but Google sheets
• To make a planning for each channel, we can show in the dashboard
• To pick up the changes, posts, events, e-mail lists… we created and pushed out in the dashboard
• …and correlate with visitor data
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Create a PLANNING
• Pick up events from the Google Sheets Calendar…and correlate with visitor data
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Consumer Satisfaction
• We don’t use expensive customer satisfaction tools• We use Google Customer
Survey’s• …or a simple Google Form that
sends data to a Google sheet…• Which we pick up in our
Dashboards
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We don’t build Sites@Nascom
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We do service design@Nascom
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“We need a site”
As seen by developers:
The customer needs to go from A to B. Let’s build him a car
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“We need a site”
As seen by an agency:
The customer needs to go from A to B. Let’s build him a fancy good
looking car
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“We need a site”
As seen by an Nascom:The customer needs to go from A to B.
Let’s see what his clients need. And give them a map. Learn them to drive. Provide a dashboard…
And improve so we can get to point C
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So where do we start Analytics?
Start here Do not stop here.Keep measuring/improving
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Measure to improve Slide
1. Is it comparative?You should be able to compare the metric to benchmarks or other points in time.
Source: Shana Rusonis, Content Marketeer, KissMetrics
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We pick one KPI and improve on
that.
Go on to the next.
Source: avinash kaushik
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