don't just collect data for data's sake
TRANSCRIPT
Don’t just collect data for data’s sake
#DMWF
REPORTING SQUIRRELS ANALYSIS NINJAS
Data Application
Apply data as an input into your work
40%40%10%10%
Source
“The most important thing is not the analytics tools and techniques that people learn, but that they internalize that unless an analysis has an impact (that is, something changes due to the analysis – whether it be a product, a metric, a process, or a decision) it’s a waste of time. You’ve got to get people to act on the analysis, and make data part of their standard operations.”
Ken Rudin Former Head of Analytics @ Facebook Current Head of Growth and Analytics for Search @ Google
CHANGE A METRIC1
CHANGE A PRODUCT2
CHANGE A BEHAVIOR3
E-mail: Increased subscription rate by 250% in 2 months, focusing on key markets in Brazil and Central Europe
CHANGE A METRIC Increase subscription rate
Lead gen: Identified trends in content consumption and interest in target audience
CHANGE A PRODUCT New commercial opportunity within existing product
Analyzing data
Return visits on weekends
Weekend Edition
A new morning briefing from the editors of The Economist
Brand new content delivered 6 days a week
Source
CHANGE A BEHAVIOR Increase content engagement
CHANGE A METRIC Use feedback to change product focus
MICHAEL HANSEN
JENNIFER HANSEN
CHANGE A PRODUCT Use feedback to change product focus
DAY 0 DAYS 1-14 DAY 30
Connect a source
Build a report
Build a dashboard
Blend sources
98% 87% 95% 100%
91% 67% 81% 37%
87% 71% 81% 36%
Yes
No
Not sure
CHANGE A PRODUCT Use feedback to change product focus
UX product design research
More support resources on how to blend sources
CHANGE A BEHAVIOR Encourage “healthy” product behavior
Enable feature
View pre-built reports
Create custom reports
Create dashboard
View weekly
⬆6%
⬆10%
⬆4%
Marketing-powered product adoption
Email messaging based on individual user’s product usage
⬆17%
WHAT? Define “what” questions you seek the answers for
HOW MUCH? Set KPIs and what’s bad / average / good performance
HOW TO? Design your experiment with your end report in mind
REALLY? Report on your KPIs but look holistically
4 STEPS FOR ANALYSIS NINJA-STYLE EXPERIMENTS
“Measure what is important; don’t make important what
you can measure.”
Robert McNamara
QUESTIONS? COME BY OUR STAND