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Launching DigitalMeasurement Strategy
ORGANIZING THE WORK
PUBLISHING SERVICES ADVISORS
James Valentine
• Public Relations/Visual Media (’12)• Cluster: Economic Research
• Content Manager for LDS.org• Product Manager, Analytics• Lead, Conversion Optimization and
Personalization• Masters in Strategic Communication
from Westminster College @valentinejames
FLIGHT PLAN
• “The Challenge”• Getting started• Digital measurement
framework• Bringing it together
There is too much, let me sum up…
THE CHALLENGE
(Product)
Perception Reality
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
JOHN GOURVILLE, HBS
JOHN GOURVILLE, HBS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
JOHN GOURVILLE, HBS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
USERPERCEPTIONS
PRODUCTPERCEPTIONS
USERPERCEPTIONS
PRODUCTPERCEPTIONS 1. See things as they really are.
Analytics, User Research, Surveys, Feedback.
USERPERCEPTIONS
PRODUCTPERCEPTIONS 1. See things as they really are.
2. Help users see it that way.
Analytics, User Research, Surveys, Feedback.
A/B testing, SEO, marketing, user experience.
Getting Started
What are we trying to achieve?
How will we know if we’ve done that?
1. See things as they really are.Analytics, User Research, Surveys, Feedback.
WHAT ARE WE TRYING TO ACHIEVE? Nothing really happens
because of analytics until you start setting goals and expectations around performance.
(THIS IS NOT GOAL SETTING.)
Deliverables:• Goals or Targets• Audience Segments• Research Questions
WHAT ARE WE TRYING TO ACHIEVE?
HOW WILL WE KNOW IF WE’VE DONE THAT? When performance is
measured, performance improves. When performance is measured and reported, the rate of improvement accelerates"
THOMAS S. MONSON:
HOW WILL WE KNOW IF WE’VE DONE THAT? Deliverables:
• Key Indicators• Custom Reports• Conversion Funnels• Heatmaps• Dashboards
Dashboarding Pet Peeves• Vanity metrics• Dejá Poo • Pie charts• Where’s the beef? • Overshare
Dashboarding Fung Shui• Use segments, funnels and ratios• If it doesn’t change, don’t report it.• Trends show context• Analysis = report + recommendation• Dashboard at the rate of decision
making.
What do we think drives or impedes the users’ experience?
How will we know if we’re right or not?
2. Help users see it that way.A/B testing, SEO, marketing, user experience.
WHAT DRIVES OR IMPEDES THE USER’S EXPERIENCE?
WHAT’S YOUR HYPOTHESIS?
I THINK THAT… [BELIEF]
IF I’M RIGHT, THEN … [ANTICIPATED RESULT]
WHAT DRIVES OR IMPEDES THE USER’S EXPERIENCE?
Deliverables:• Hypothesis Library• A/B testing ideas• Paid/SEO/social strategy• True-intent studies
HOW WILL WE KNOW IF WE’RE RIGHT OR NOT?
(Incomplete Data)
HOW WILL WE KNOW IF WE’RE RIGHT OR NOT?
HOW WILL WE KNOW IF WE’RE RIGHT OR NOT? Deliverables:
• Test/campaign results• Research plans• Cost per engagement metrics• Return on investment• Scorecards
USERPERCEPTIONS
PRODUCTPERCEPTIONS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
USERPERCEPTIONS
PRODUCTPERCEPTIONS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
USERPERCEPTIONS
PRODUCTPERCEPTIONS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
Next Steps:Bringing It Together
GOALS
KEY INDICATORS
ACTION ITEMS
PLAN OF ATTACK
What do we think drives or impedes the users’ experience?
GOALS
KEY INDICATORS
ACTION ITEMS
PLAN OF ATTACK
What do we think drives or impedes the users’ experience?
GOALS
KEY INDICATORS
ACTION ITEMS
PLAN OF ATTACK
What do we think drives or impedes the users’ experience?
How will we know if we’re right or not?
GOALS
KEY INDICATORS
ACTION ITEMS
PLAN OF ATTACK
What do we think drives or impedes the users’ experience?
How will we know if we’re right or not?
What are we trying to achieve? GOALS
KEY INDICATORS
ACTION ITEMS
PLAN OF ATTACK
What do we think drives or impedes the users’ experience?
How will we know if we’re right or not?
What are we trying to achieve? GOALS
KEY INDICATORS
ACTION ITEMS
PLAN OF ATTACK
What do we think drives or impedes the users’ experience?
How will we know if we’re right or not?
What are we trying to achieve?
How will we know if we’ve done that?
GOALS
KEY INDICATORS
ACTION ITEMS
PLAN OF ATTACK
PUBLISHING SERVICES ADVISORS
James ValentineAdvisor, Conversion Rate Optimization
Questions?
@valentinejames
