Make data your MVP Camp Digital 2016

MAKE DATA YOUR MVP

@dh_analytics | dominichurst.com

@dh_analytics |

MY CHALLENGE

• To champion being data driven/ thinking data first• To let you know the what, why, who, how, where and when• To create new data driven advocates

MAKE DATA YOUR MVP

IS THIS THE REAL LIFE OR IS THIS JUST FANTASY?

MAKE DATA YOUR MVP 4

WHAT is data

Data isn't Data is

Assumptions Insighful and actionable

(Just) quantitative A collaboration (what and the why)

Best practice YOUR best practice

“digital organisations aremade from data”

Tom Loosemore @tomskitomski

WHY WE NEED DATA

WHY - to learn…about the user

WHY - to align to what matters

WHY - to be efficient and effective

WHY - to prioritise

WHY - to validate

Because we think [this] is true we think that doing [this] will mean [that this will happen]. We’ll know that this is true/false when we see

this [key performance indicator change].

Ben Holliday

WHO NEEDS ACCESS TO DATA

WHO - close to the build

WHO - senior management

WHO - customer touchpoints

“get people involved in the programme”

Sam Barton @sam_barton

HOW TO SHOW DATA

HOW - simple, lean

HOW - insightful not generic

HOW - to the point

¥€£$¢₣₤₧₹₩'₯₮₰₲₱₳₵₭₪₫

HOW - accurate and assured

HOW - open

HOW - make it real

WHERE SHOULD WE SEE DATA

WHERE - on the wall

WHERE - boardrooms

WHERE - stand-ups

WHERE - personas

WHEN SHOULD WE COLLECT DATA

“you are not your user and cannot think like a user unless you are meeting them regularly”

Leisa Reichelt @leisa

“testing one user early in the project is better than testing

fifty near the end ”Steve Krug @skrug

@dh_analytics |

YOUR CHALLENGE

• To gather insightful data• To learn and understand• To build better experiences…for your users

MAKE DATA YOUR MVP

PLEASE, PLEASE TELL ME NOW

USER RESEARCH

USER RESEARCH #NOW

Pop up testing (free)Phone/ webex (minimal)

#LONG TERM

DIY lab testing (beg, borrow…)Hire lab testing (£500 a day)Build your own lab (quite a bit)

Recruiting (Chocolate or £)

USER RESEARCH

MAKE DATA YOUR MVP

HELLO FROM THE OTHER SIDE, I MUST HAVE CALLED

A THOUSAND TIMES

VOICE OF CUSTOMER#NOW

Peek (free)5 second tests (minimal)Snap surveys (free)Form satisfaction (free)

#LONG TERM

Online “testing” (£30 per test)VOC surveysExit surveys

VOICE OF CUSTOMER

MAKE DATA YOUR MVP

I CANT MAKE THEM STAYAT LEAST THATS WHAT

PEOPLE SAY

ANALYTICS#NOW

Standard metricsDevices/ Customers/ TrafficType of userEntry pointsInfluential pagesSpeed of load

#LONG TERM

Form engagementPage engagement (scroll/ video playback)IntentCustom metricsPersonalisation

ANALYTICS

MAKE DATA YOUR MVP

ALWAYS SEEMS TO MEYOU ONLY SEE WHAT

PEOPLE WANT YOU TO SEE

SESSION REPLAY

MAKE DATA YOUR MVP

EVERY TIME I THOUGHT I’D GOT IT MADE, IT SEEMED THE

TASTE WASN'T SO SWEET

OPTIMISATION

• A/B or split testing/ multi variant testing• Landing page

OPTIMISATION

MAKE DATA YOUR MVP

ITS NOT ABOUT THE MONEY, MONEY, MONEY

RESOURCE

• 80% on insight generation and understanding• 20% on tools

Share - its a team game!

MAKE DATA YOUR MVP

BELIEBER?

MAKE DATA YOUR MVP

WHAT DO YOU MEAN?WHEN YOU NOD YOUR HEAD YES

BUT YOU WANNA SAY NO

WHAT DO YOU MEAN?WHEN YOU DON’T WANT ME TO MOVE

BUT YOU TELL ME TO GO56

MAKE DATA YOUR MVP

YOU’RE SO INDECISIVE OF WHAT I’M SAYING

DON'T KNOW IF YOU'RE HAPPY, OR COMPLAINING.

MAKE DATA YOUR MVP

FIRST YOU UP AND YOU’RE DOWN AND THEN BETWEEN

OHH I REALLY WANT TO KNOW…WHAT DO YOU MEAN?

MAKE DATA YOUR MVP

COPYRIGHT Queen - Bohemian rhapsody - www.writerscafe.org Duran Duran - Is there something i should know - www.theguardian.com Adele - Hello - www.slate.com Taylor Swift - Shake it off - www.eonline.com Oasis - Whatever - alfitude.com David Bowie - Changes - www.songlyrics.audio Jessie J - Price tag - www.last.fm Justin Bieber - What do you mean - www.sugarscape.com

THANKS Tomer Sharon - @tsharonBen Holliday - @BenHollidayTom Loosemore - @tomskitomskiEvgenia Grinblo - @GrinbloGoogle Analytics - @googleanalyticsGDS - @gdsteamLeisa Reichelt - @leisaSteve Krug - @skrugSimo Ahava - @SimoAhava Sam Barton - @sam_barton

Make data your MVP Camp Digital 2016

Data & Analytics

Transcript of Make data your MVP Camp Digital 2016

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