Lean Analytics & Analytics Dashboards

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LEAN ANALYTICS LEANUX FEST #LEANUXFEST – SEP 16, 2014 YVES FERKET - NASCOM Image Source: istrategy2009.com

Transcript of Lean Analytics & Analytics Dashboards

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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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TWITTER ME:@NODESKTOPHEROLINKEDIN:WWW.LINKEDIN.COM/IN/YVESFERKET

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[email protected]

@NASCOM ON TWITTER

Questions?