Behind every great idea is great data

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  • Behind every great idea is a great dataDominic Hurst, digital services lead @LJMU dominichurst.com | @dh_analytics

  • So lets go back in time

    image cc blastr.com

    http://itcher.com

  • Stakeholder wants

    image cc itcher.com

    http://itcher.com

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    IT build

    http://moviefone.com

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    Output?

    http://news.yahoo.com

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    And then what?

    http://simplydv.biz/

  • @optimiseordie

    #Fail

    http://simplydv.biz/

  • Lets clear it upWhat is data?

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    http://pageresource.com

  • Data isnt (just) quantitative opinions or assumptions best practice

  • Data is insightful and actionable a collaboration (what and why) your best practice

  • Slowly, people are appreciating data

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    Data appreciation scale

    http://ajr.org

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    Minion

    http://ohmymag.com

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    Kim Kardashian

    http://lifeandstylemag.com/

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    Arsenal

    http://sport.gentside.com/

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    Winning!

    http://pagesix.com

  • Where are you?

  • However, issues prevent us moving forwardimage cc Josephine Saikali

    http://pageresource.com

  • Legacy mis-treated by specialists marketing (or agency) destroyed reputation to SMT aggregated, opinionated nonsense certainly not insightful or actionable

    image cc ifuseinternetmarketing.com/

    http://ifuseinternetmarketing.com/

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    Legacy - you know

    http://ljmu.ac.uk

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    Legacy - you know

    http://pagesix.com

  • Language/ Format terminology (too much, overlapping) un-humanistic incorrect (hit data merged with session data,

    internal traffic) isolated (quant or qual)

    image cc doozydeal.in

    http://doozydeal.in

  • Not empathic or memorable numbers words forgetful

    image cc huffingtonpost.co.uk

    http://huffingtonpost.co.uk

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    So lets change it

    http://crosstiestudios.com

  • #Set goals early takes time focus lean tell people

    image cc listenandlearnusa.com

    http://huffingtonpost.co.uk

  • #Set goals early Business objectives - set by senior management Crisp goals - set by the owners of the system KPIs - thats you (be consistent) Sound targets - back to senior management to set Segment - you again for true insights

    You now have a model that is bought into by all kaushik.net/avinash/digital-marketing-and-measurement-model/

    http://huffingtonpost.co.uk

  • interaction-design.org/literature/article/a-simple-introduction-to-lean-ux

    #Embed data into process

    http://nteraction-design.org/literature/article/a-simple-introduction-to-lean-ux

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    Creates and sorts backlog

    http://ljmu.ac.uk

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    Provides understanding

    http://boagworld.com

  • hollidazed.co.uk/2015/07/16/everything-is-hypothesis-driven-design/

    Validates the hypothesis

    Because we think [this] is true we think that doing [this] will mean [that this will happen]. Well know that this is true/false when we

    see this [key performance indicator change].

    Ben Holliday

    http://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc

  • medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc

    Validates the hypothesis

    1. Because we saw (qual & quant data) 2. We expect that (change) for (population) will cause (impact(s)) 3. We expect to see (data metric(s) change) within (x business

    cycles)

    Craig Sullivan

    http://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc

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    Validates experiments

    http://nice.org.uk

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    Aids the build

    http://ospreyhomes.ae

  • #Awareness publicise (dashboards, personas, crib sheets) in boardrooms, stand-ups personalise, simple, visual, to the point,

    actionable

    image cc historynewsnetwork.org

    http://historynewsnetwork.org

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    On the wall

    http://wiseeconomy.com

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    In the board room

    http://wiseeconomy.com

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    On the screen

    http://geckoboard.com

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    Driving personas

    http://wiseeconomy.com

  • #Team game just like UX, its about the team show new colleagues the potential in your data

    image cc theguardian.com

    http://theguardian.com

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    #Culture

    http://news.toyark.com

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    Takeaways

    http://pistonheads.com

  • This time, lets look to the future

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    http://itcher.com

  • Stakeholder wantsUser needs

    IT build outputsTeam build outcomes

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    1. Data (always)

    http://en.memory-alpha.wikia.com

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    2. Visualise

    http://wiseeconomy.com

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    3. Metrics that matter

    http://userresearch.blog.gov.uk

  • Sanity not vanity Top pages by value not top pages by pageviews Completion rates not just completions No of tests with uplift not No of tests (per month) Affect on primary goal not just CTR on the page

    econsultancy.com/blog/66434-vanity-versus-sanity-metrics-in-conversion-optimisation/

    http://theguardian.com

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    4. Keep going

    http://theurbanlist.com

  • news.toyark.com

    5. Data is your friend

    http://news.toyark.com

  • Thank you

    Dominic Hurst, digital services lead @LJMU dominichurst.com | @dh_analytics