Behind every great idea is a great dataDominic Hurst, digital services lead @LJMU dominichurst.com | @dh_analytics
Data isn’t…• (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
Where are you?
Legacy• mis-treated by “specialists” • marketing (or agency) destroyed reputation to SMT • aggregated, opinionated nonsense • certainly not insightful or actionable
image cc ifuseinternetmarketing.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
Not empathic or memorable• numbers • words • forgetful
image cc huffingtonpost.co.uk
#Set goals early • takes time • focus • lean • tell people
image cc listenandlearnusa.com
#Set goals early Business objectives - set by senior management Crisp goals - set by the owners of the system KPI’s - 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/
interaction-design.org/literature/article/a-simple-introduction-to-lean-ux
#Embed data into process
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]. We’ll know that this is true/false when we
see this [key performance indicator change].”
Ben Holliday
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
#Awareness• publicise (dashboards, personas, crib sheets) • in boardrooms, stand-ups • personalise, simple, visual, to the point,
actionable
image cc historynewsnetwork.org
#Team game• just like UX, its about the team • show “new” colleagues the potential in your data
image cc theguardian.com
Stakeholder wantsUser needs
IT build outputsTeam build outcomes
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/
Thank you
Dominic Hurst, digital services lead @LJMU dominichurst.com | @dh_analytics
Recommended
