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
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@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
IS THIS THE REAL LIFE OR IS THIS JUST FANTASY?
@dh_analytics | dominichurst.com
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@dh_analytics | dominichurst.com
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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
@dh_analytics | dominichurst.com
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@dh_analytics | dominichurst.com
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WHY WE NEED DATA
@dh_analytics | dominichurst.com
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WHY - to learn…about the user
@dh_analytics | dominichurst.com
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WHY - to align to what matters
@dh_analytics | dominichurst.com
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WHY - to be efficient and effective
@dh_analytics | dominichurst.com
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WHY - to prioritise
@dh_analytics | dominichurst.com
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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
@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP 13
WHO NEEDS ACCESS TO DATA
@dh_analytics | dominichurst.com
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WHO - close to the build
@dh_analytics | dominichurst.com
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WHO - senior management
@dh_analytics | dominichurst.com
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WHO - customer touchpoints
“get people involved in the programme”
Sam Barton @sam_barton
@dh_analytics | dominichurst.com
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@dh_analytics | dominichurst.com
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HOW TO SHOW DATA
@dh_analytics | dominichurst.com
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HOW - simple, lean
@dh_analytics | dominichurst.com
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HOW - simple, lean
@dh_analytics | dominichurst.com
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HOW - insightful not generic
@dh_analytics | dominichurst.com
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HOW - to the point
@dh_analytics | dominichurst.com
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HOW - to the point
¥€£$¢₣₤₧₹₩'₯₮₰₲₱₳₵₭₪₫
@dh_analytics | dominichurst.com
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HOW - accurate and assured
@dh_analytics | dominichurst.com
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HOW - open
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HOW - make it real
@dh_analytics | dominichurst.com
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WHERE SHOULD WE SEE DATA
@dh_analytics | dominichurst.com
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WHERE - on the wall
@dh_analytics | dominichurst.com
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WHERE - boardrooms
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WHERE - stand-ups
@dh_analytics | dominichurst.com
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WHERE - personas
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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
@dh_analytics | dominichurst.com
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“testing one user early in the project is better than testing
fifty near the end ”Steve Krug @skrug
@dh_analytics | dominichurst.com
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@dh_analytics |
YOUR CHALLENGE
• To gather insightful data• To learn and understand• To build better experiences…for your users
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@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
PLEASE, PLEASE TELL ME NOW
@dh_analytics | dominichurst.com
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@dh_analytics | dominichurst.com
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USER RESEARCH
@dh_analytics | dominichurst.com
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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 £)
@dh_analytics | dominichurst.com
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USER RESEARCH
@dh_analytics | dominichurst.com
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USER RESEARCH
@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
HELLO FROM THE OTHER SIDE, I MUST HAVE CALLED
A THOUSAND TIMES
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@dh_analytics | dominichurst.com
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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
@dh_analytics | dominichurst.com
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VOICE OF CUSTOMER
@dh_analytics | dominichurst.com
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I CANT MAKE THEM STAYAT LEAST THATS WHAT
PEOPLE SAY
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@dh_analytics | dominichurst.com
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ANALYTICS#NOW
Standard metricsDevices/ Customers/ TrafficType of userEntry pointsInfluential pagesSpeed of load
#LONG TERM
Form engagementPage engagement (scroll/ video playback)IntentCustom metricsPersonalisation
@dh_analytics | dominichurst.com
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ANALYTICS
@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
ALWAYS SEEMS TO MEYOU ONLY SEE WHAT
PEOPLE WANT YOU TO SEE
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@dh_analytics | dominichurst.com
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SESSION REPLAY
@dh_analytics | dominichurst.com
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SESSION REPLAY
@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
EVERY TIME I THOUGHT I’D GOT IT MADE, IT SEEMED THE
TASTE WASN'T SO SWEET
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@dh_analytics | dominichurst.com
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OPTIMISATION
• A/B or split testing/ multi variant testing• Landing page
@dh_analytics | dominichurst.com
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OPTIMISATION
@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
ITS NOT ABOUT THE MONEY, MONEY, MONEY
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@dh_analytics | dominichurst.com
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RESOURCE
• 80% on insight generation and understanding• 20% on tools
Share - its a team game!
@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
BELIEBER?
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@dh_analytics | dominichurst.com
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
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@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
YOU’RE SO INDECISIVE OF WHAT I’M SAYING
DON'T KNOW IF YOU'RE HAPPY, OR COMPLAINING.
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@dh_analytics | dominichurst.com
MAKE DATA YOUR MVP
FIRST YOU UP AND YOU’RE DOWN AND THEN BETWEEN
OHH I REALLY WANT TO KNOW…WHAT DO YOU MEAN?
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MAKE DATA YOUR MVP
@dh_analytics | dominichurst.com
@dh_analytics | dominichurst.com
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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
@dh_analytics | dominichurst.com
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THANKS Tomer Sharon - @tsharonBen Holliday - @BenHollidayTom Loosemore - @tomskitomskiEvgenia Grinblo - @GrinbloGoogle Analytics - @googleanalyticsGDS - @gdsteamLeisa Reichelt - @leisaSteve Krug - @skrugSimo Ahava - @SimoAhava Sam Barton - @sam_barton
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