Post on 21-Apr-2017
Designing evidence
vam.ac.uk/digital
Andrew LewisDigital Content Delivery ManagerVictoria and Albert Museum
Planning how to capture specific user behaviour as readable information to support evidence-based change
Event tracking inGoogle Analytics
Making reportinglanguage readable
Planning datacapture schemas
Remote control using
Google Tag Manager
Before you start typing…
@rosemarybeetleThis session’s data will be tweeted…
slideshare.net/AndrewLVandAThis session’s slides are here…
Interface use…
…into evidence
Audience participation
Your data in real time #1
bit.ly/MCNDATA*
Avoid data sad face
Fret not.
With these
techniques…
you can…
…see what works on your navigation
Why?
Why?
See how people really use your touch services
How much do users pinch to zoom?
How often do users scroll?
…measure howgame results affect
the uptake of calls to action
11.7%11.1%
10.6%19.4%
0.9%2.0%
3.5%3.4%
Game results affect impact of calls to action
“positive” result “negative” result
….see where visitors really go
over your Wi-Fi
Where?
Language?
...understand more about engagement
with your collections
BrowsingTop 10 object pagesviewed, by country
EngagingTop 10 large images
downloaded, by country
Know what people do in your
audioguides
tap, tap, taptappity tap
etc.
All the interaction
s
of each individual
user
for every session
Event tracking inGoogle Analytics
Making reportinglanguage readable
Planning datacapture schemas
Remote control using
Google Tag Manager
Event Tracking converts
interactions into data in Google
Analytics
I want to know …
…how effective each
promotional call-to-action is
on my home page
Event Action 1.1Event Category 1
Event Label 1.1.1
Event Action 1.2Event Label 1.1.2
Event Label 1.2.1Event Label 1.2.2Event Category 2
Event Action 2.1Event Label 2.1.1Event Label 2.1.2
Categories Actions Labels
*
Event tracking inGoogle Analytics
Making reportinglanguage readable
Planning datacapture schemas
Remote control using
Google Tag Manager
With Tag Manager you configure data capture
through a web interface
I want to know …
…how effective each
promotional call-to-action is
on my home page
Traditional Event Tracking
Tracking using Tag Manager
Tracking using Tag Manager
TagContainer Tag Trigger Variable
Tag Manager concepts for beginners
How code gets in and data
comesout of the page
Defines the data sent
per interaction
Defines when data gets sent
Populates specific
values into tag
*
Event tracking inGoogle Analytics
Making reportinglanguage readable
Planning datacapture schemas
Remote control using
Google Tag Manager
Reports that make sense have more
impact
Event tracking inGoogle Analytics
Making reportinglanguage readable
Planning datacapture schemas
Remote control using
Google Tag Manager
Planning your data structure is how you get clear reporting to
work
Event Action 1.1Event Category 1
Event Label 1.1.1
Event Action 1.2Event Label 1.1.2
Event Label 1.2.1Event Label 1.2.2Event Category 2
Event Action 2.1Event Label 2.1.1Event Label 2.1.2
Categories Actions Labels
SearchAudioguides - Europe 1600-1815 galleries
Search term used
Navigation - Clicked next item in a tour
Name of audio
Wi-Fi Web address visitors are trying to reach URL visited
Audio controls - Started playing an audio
Name of Tour
Navigation - Selected room tours option
Name of audioAudio controls - Paused an audio
Name of Room
Categories Actions Labels
Find out what your staff want in reports then design the data
structure to capture it
Design prototypes can be
rough and ready
tap, tap, taptappity tap
etc.
11.7%11.1%
10.6%19.4%
0.9%2.0%
3.5%3.4%
Game results affect impact of calls to action
Extracting largeamounts of data
Complex datasets can be created using
comma-separated event labels
Saving comma separated labels as CSV files
The Google Analytics add-on for Google
Spreadsheetsis great for extracting
large sets of data
Checklist
tweak! – once you get data you can always use it to adjust the capture if needed
what are the aims you want to test?what data would allow you to test those aims?Is the data you need already captured somehow?how do you name the data so staffwill understand it?what data structure will make reports look the way you want them to?make sure data structure you need is mirrored in your code (CSS classes, HTML element, ids, attributes, etc.)
once in place, see if it works!
apply triggers that capture data when the user behaviour occurs.
1. Agree objectives 2. Define success
measures 3. Do you need to
go bespoke?4. Consider ease of
reporting5. Design your data
hierarchy6. Apply hierarchy to page
code 7. Configure Google
Analytics8. Test 9. Tweak!
Your data in real time #2
bit.ly/MCNDATA2*
Things I wish I had known before I started…
Things to note about Tag Manager• Tag containers are essentially a hole in your page through which
to sneak stuff in
• Tag Manager allows retrospective application
• Published changes are updated even within cached pages as long as page is loaded (or reloaded unhanged)
• We use twin containers, but not officially recommended
• Now about a year into it but still learning
• Using a test property allows you to prototype without muddying real stats
Naming conventions• Start with the reports
• Naming your child – the future bar test
• Think about how two projects collide/cross-compare, not just one
• If you need to rename schema heading, NOTE it is not retrospective
• Grouping in event tracking can be extended with custom variables..
Advanced things that are cool• Cookies can control sessions
• Html element attributes can be set dynamically to store session data for tags to collect
• Date-stamping and random numbers can be used to differentiate anonymous users
• Clever naming extends three event tracking hierarchy layers into five or more
Further V&A Digital Media posts on this subject…How people really react when judged – as shown by game datahttp://www.vam.ac.uk/blog/digital-media/how-people-really-react-when-judged-as-shown-by-game-dataHow to gather data to show how visitors really use your site-specific featureshttp://www.vam.ac.uk/blog/digital-media/capturing-user-behaviour-specific-to-your-servicesWhy bother designing for tablet users?http://www.vam.ac.uk/blog/digital-media/why-bother-designing-layouts-for-tabletMaking visitor information easier for mobile phone usershttp://www.vam.ac.uk/blog/digital-media/making-mobile-users-experience-better
Thank you
vam.ac.uk/digitalVictoria and Albert Museum
Slides
@rosemarybeetleslideshare.net/AndrewLVandA
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