Embed Size (px)
Citation preview
©2016 The LEGO Group
Unicorn Analytics Is a Myth
April 24, 2019
Gbemi Petersen
Manager, Insights and Analytics
Kids Engagement Department, LEGO A/S
Page 1
©2016 The LEGO Group
Agenda
• Know your business goals
• Data Usage in Product Development
• Future Set Up
Page 2
©2016 The LEGO Group
Know Your Business Goals
Business Objectives
Set Goals
Set KPIsSet
Targets
Monitor Results
©2016 The LEGO Group
Know Your Business Goals
1. Starts with your Team Objectives• Why does your site/app, content, campaign, etc. exist?• Example: Improve marketing effectiveness, Improve kid
engagement, Increase brand awareness
2. Set Goals• Do X• Improve Y• Reduce Z
3. Set KPIs• A metric that assesses the goal• Obj: Improve kid engagement. • Goal: Increase game play activity. • KPI: Average game plays per visit
4. Set Targets• Define what good verse great looks like• Good: Average game plays per visit > 1• Great: Average game plays per visit > 2.5
5. Monitor Results• Ensure you have a report setup to monitor results• Cycle feedback into your site section, content, campaign, etc. so
you are informed for improvement/the next project.
©2016 The LEGO Group
Know Your Business Goals
Best Practice Tips:• Keep it simple. Avoid data puking.
• Select measurable goals
• Consider audience segments.- Acquisition traffic channels- Behavior segments- New v. returning visits
• Focus. Set strategy before creating report views.
Page 6
Data Usage in Product Development Example– LEGO Boost
Data Usage in Product Development Example– LEGO Boost
• User selects a model
• User can sign up for a LEGO Account
Page 7
Data Usage in Product Development Example– LEGO Boost
User builds and unlocks further builds
User has building instructions
Page 8
Data Usage in Product Development Example– LEGO Boost
• User selects additional models
Page 9
Page 10
Data Usage in Product Development Example– LEGO Life
Data Usage in Product Development Example– LEGO Life
Page 11
User has “missions”
User joins groups
Data Usage in Product Development Example– LEGO Life
Page 12
User shares builds
User engages
Page 13
Data Usage in Product Development Example– Instructions Plus
Data Usage in Product Development Example– Instructions Plus
Page 14
Profile in LEGO Life Scan QR Code Add Set and access instructions
Data Usage in Product Development Example– Instructions Plus
Page 15
Choose a model to build
Animated bag of bricks
Data Usage in Product Development Example– Instructions Plus
Page 16
Onboarding usage of app
List of pieces needed
Data Usage in Product Development Example– Instructions Plus
Page 17
Visual on attaching pieces
Visual confirmation
©2016 The LEGO Group
Future Set Up - Unicorn Analytics Is not an Option!
OptimizationAnalytics
ContentAnalytics
Digital MarketingAnalytics
Imple-mentationAnalytics
©2016 The LEGO Group
