Directors Forum: Who needs a measurement framework anyway?

Who needs a measurement strategy anyway?

John D’ArcyPractice Director, Analytics & Insight

We work with…

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1986

1993

2000

2007

Exabytes

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Every day we generate 2.5 quintillion bytes of

data

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30 billion pieces of content shared

on Facebook every month

40% projected growth in global

data generated per year vs.

5% growth in global IT spending

90% of the worlds data has been collected in the last 2

years

15 out of 17sectors in the United States

havemore data stored per

companythan the US Library of

Congress

£400 to buy a disk drive that

canstore all of the world’s music

60% potential increase in retailers’ operating margins possible with big

data

5 billion mobile phones

in use in 2010

140,000–190,000

more data-savvy

managersneeded to

take advantage

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7 ways to Measure & Understand behaviour

Test A versus Test B

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The Customer Experience data eco-system

Web Analytics

Voice of Customer Programmes

Customer Experience Measurement

Buzz MonitoringQualitative Research

Techniques

Diagnostic

Qualit

ati

ve

Quanti

tati

ve

Tracking

3rd party research

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Awareness

• Do people know about the online offering?

Consideration

• Would they consider going online to purchase?

Usage

• What are the rates at which they are going online?

• How does this link with other channels?

Performance

• When they get online what is their experience?

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A framework will lead to a roadmap to make help you measure:

Business Objective Business Requirement Priority Outcome Measure Segmentation

1

To grow audience to the site and increase visitor engagement in

order to increase loyalty and value

1Understand overall activity to site and key

content areas. What are peak times of activity for each area?

HighIncrease the audience visiting the web site

1. Unique Visitors, Visits, Page views to site

Hour of day, day of week, month of year

Content Group

2. Unique Visitors, Visits, Page views to home page Homepage version

2Understand the content consumption profiles of visitors to the site. Which channels and services

are consumed by different groups of visitors?Medium

Increase understanding of content consumption of

visitors to the site

1. Visits Content groups per visit

1. Visit duration, depth

New versus Returning visitor

Content Group

2. Visit frequency, recency

New versus Returning visitor

Content Group

3To understand how services such as email drive

audience to channels. What value does this add?

Medium

Provide information to demonstrate and support the value which the email service provides to visitor

engagement

1. Visits to email Content Group

2. Visit frequency, recency

Email versus non-email visits

4What is the impact of video content on audience

engagement and content consumption? What type of video content drives value?

LowOptimise video content on

site based on visitor consumption

1. Video loads Page

2. Video StartsPlayer type

3. Video progress

4. video completes Video Name 5. Ad starts/completes

5Who are the visitors to the site and how do they interact with different channels and services?

MediumIncrease understanding of content consumption of

visitors to the site

6How can the homepage and channel content be optimised to capitalise on interest from breaking

news stories?Low

Content optimised in real-time using performance

data from analyticsPage views

7To understand what content is most popular and

what content should be promoted in order to optimise pages

MediumContent optimised to

increase customer satisfaction

8How can voice of customer programme data be

integrated with website behaviour to understand impact on engagement and loyalty?

Low

Integrated reports in WebTrends to show impact

of customer satisfaction on visitor behaviour

1. Mean satisfaction score by visit

The right metrics

Tell you how to deliver on those metrics

A prioritisation roadmap to get data sources talking

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Lessons I’ve learnt5

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1Don’t underestimate the cost of implementation

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A final thought:

The

SEXY JOB

in the next 10 years will be statisticians

SEXY JOB“

”Hal Varian Google Chief Economist

Directors Forum: Who needs a measurement framework anyway?

Technology

Transcript of Directors Forum: Who needs a measurement framework anyway?