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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