ClickZ Live: Smart Analytics

Smart Analytics And Metrics For SuccessHow to Monetize Customer Experience

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Agenda

Our perspectiveThe case for experience How data worksUsing data more effectivelyTools

Our perspective

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Kristin Low

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Agenda

WhoThe case for experience AnalysisFuture

Patti Hunt

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Community & Products

Over 800 members across 5 countries in Asia.

COMMUNITIES EVENTS

Creating 100 startups in 5 cities across Asia.

Helping startups in Hong Kong, Shenzhen & Singapore

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We build our own products

Clean home. Clear conscience.

http://www.fairmaid.co

A marketplace for unique short-term spaces.

http://www.whitespaces.co

http://www.fairmaid.co

http://www.whitespaces.co

The case for experience

“For most of us, design is invisible. Until it fails.”

- Bruce Mau

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Making people want things vs.

Making things people want

The only designers in the room?

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1.795%

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1.795%

http://www.mobify.com/insights/2014-mobile-conversion-rate-benchmarks/


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1.795%


The average conversion rate for mobile usage on e-commerce websites across all categories for 2013.


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1.795%


As marketers, we spend a lot of our life trying to make this number go up.


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SAG

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SAG

98.205%

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98.205%

1.795%

Because this is broken.

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98.205%

1.795%

As designers, we look at this other number.

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98.205%

1.795%

Design is about solving problems.

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Creating effective experiences means addressing the service which underpins them.

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Experience is the perception of the service we deliver.

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Service businesses are one of the largest sectors in most developed economies.

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25

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$1$20

http://www.adaptivepath.com/ideas/serious-service-sag/

Are our priorities right?

Keeping�� promises

Making�� promises

http://www.adaptivepath.com/ideas/serious-service-sag/

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98.205%

1.795%But we spend an awful lot on making them.

We spend very little on actually keeping our promises.

We should spend more on keeping the promises we make.

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This creates the Service Delivery Gap

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20

40

60

80

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80

https://www.linkedin.com/today/post/article/20140602114924-13943480-the-service-delivery-gap-you-are-missing

The Service Delivery Gap: What companies think versus whether they think their customers will agree.

Companies that believe they provide an above-average customer experience.

Companies who think their customers agree.


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This creates the Service Delivery Gap

0

20

40

60

80

1114

80


The Service Delivery Gap: What companies think versus whether they think their customers will agree.

Companies that believe they provide an above-average customer experience.

Companies who think their customers agree.

Companies who ’s customers agree.

And�� also�� what�� customers�� think!


How data works

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SAG

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SAG

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SAG

Most businesses don’t know how to use data.

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SAG

“The point of data is intimacy.”- Roger Martin

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It’s worth repeating.

Data can be qualitative and quantitative.

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Data can be qualitative and quantitative. should


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All data is subjective.


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Data won’t make decisions for you.


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Data helps you do two things: discover and validate.


Analysis

Synthesis

Using data more effectively

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Understand the difference between data & metrics.

Using data more effectively

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Understand the difference between data & metrics

• Good metrics are comparative, such as a ratio or rate

• Good metrics are understandable

• Good metrics change the way you behave

• Good metrics should hint at what you need to do next

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This is not a metric.


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This is a metric.

“Listings per seller for the past 90 days.”

Based�� on�� a�� time�� period

Ratio

Referencing�� a�� causal�� relationship


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Market Research

Design Research

Learning what people doLearning what people like

Understand your research toolkit

Design Research (the approach taken for this project) relies primarily on qualitative research techniques to discover user needs, which may then be validated using more quantitative research techniques.

Design Research (Qualitative)

Market Research (Most Often Quantitative)

Purpose To discover what is unknown, uncovering potential opportunities and risks to increase chances of success.

To analyze and understand what is already known with a view to optimizing success.

Investigative technique Researcher may only know roughly in advance what he/she is looking for.

Researcher knows clearly in advance what he/she is looking for.

Research tools Researcher is the data gathering instrument.Researcher uses tools, such as questionnaires or equipment to

collect numerical data.

Data type usedData is in the form of words, pictures or objects

(or a combination).Data is in the form of numbers and statistics.

When to use? Recommended during earlier phases of research projects. Recommended during latter phases of research projects.

Table adapted from: http://wilderdom.com/research/QualitativeVersusQuantitativeResearch.html

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Understand your research toolkit

http://wilderdom.com/research/QualitativeVersusQuantitativeResearch.html

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Research

Discover

Experiment

Operationalize

Tools

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Inspectlet Discover

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Inspectlet Discover

Heatmaps Session Recording

Form Analytics

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Optimizely Experiment

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Optimizely Experiment

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Geckoboard Operationalize

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Geckoboard Operationalize

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Bonus tools

www.on-off.com.hk User Experience Design | Product & Service Design | Business Model Innovation

http://www.on-off.com.hk