from vanity to actionability
DESCRIPTION
Moving from Vanity metrics to Actionability through Web AnalyticsTRANSCRIPT
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FROM VANITY TO ACTIONABILITY
KRISH SWAMY,
DIRECTOR – DIGITAL ANALYTICS AND PERSONALIZATION
CAPITAL ONE
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PURPOSE OF ANALYTICS?
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DEFINING ACTIONABILITY?
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OUR THINKING OF THE DIGITAL SPACE HAS EVOLVED
Original thinking:
Digital as a low-cost channel for customer acquisition and servicing
New thinking:
Digital as a medium to engage and delight customers
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ENGAGING AND DELIGHTING CUSTOMERS IS ACCENTUATED BY THESE TRENDS
Smartphone trends
Millennials
Wearables
Multi-device experiences
Product + Experience
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WHAT DOES ENGAGE AND DELIGHT REALLY MEAN?
Do users find the digital experience useful?
Do users find the experience usable?
Do they find the experience enjoyable?
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KEY QUESTIONS IN FRONT OF ANALYTICS
Understanding what people are here to do /
What is the purpose of the page/ feature
How successful are we at engaging and delighting?
• Is the online experience Useful, Usable, Delightful?
How is this translating to the right and better business outcomes?
• Higher Revenue• Lower Costs• Greater Advocacy
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LETS WORK THROUGH A CASE STUDY
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ANALYTIC STEPS TO ACTIONABILITY
Step 1: Identify tasks (lots of people interviews, baseline analytics)
Step 2: Define metrics
Step 3: De-average
Step 4: Benchmark
Step 5: Tie back to business outcomes
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ADDITIONAL REQ FOR GREAT ACTIONABILITY
De-averaging Testing