383 hilton hotel
TRANSCRIPT
Hilton NRDYou are connected
TASK
“You are connected” is a new concept that offers utility to users who are unfamiliar with the location they are in.
The Data Analyst’s tasks include:
• Strategic overview & methodology of data capture
• Overview of data metrics
• Sample data report
• Basis of rate card for display advertising
• Common scenarios & recommendations
CONTENTS
1 2Storytelling & data analysis
Testing & Improving
The extra mile
Reporting & Smart insights
3 4
Storytelling & data analysis1
Storytelling & data analysis1
Storytelling & data analysis
383 NRD
Is “You are connected” a viable new source of revenue?
Does “You are connected” have everything it needs to deliver?
Metrics: Engagement, Sessions, Advertising interactions
Metrics: NRD data, Technology interactions, User profiling
1
Storytelling & data analysis
How many visits?
How many visitors?
Are 3rd party & ads useful?
Do visitors engage?
Hilton NRD
Is “You are connected” a viable new source of revenue?
1
Sessions
Unique users
Event tracking
Time on page, Returning
Storytelling & data analysis
NRD data
Profile of visitors?
Technically fit for use?
Can we make it better?
383
Does “You are connected” have everything it needs to deliver?
1
NRD metrics
Gender, Demographics, interests, Geo
Devices, Screen settings, Alerts
Heatmaps, Replays, Search terms
Data Tools TrackingVisits & visitors data Google Analytics (or
similar)Default settings with tracking code
On-page insights Google Analytics & Chrome plug in
Activate Chrome plugin once JS code is implemented
Heatmaps & Session replays ClickTale (or similar) Tracking code to be implemented within GA code
User profiling Google Analytics Universal Analytics
Technology insights Google Analytics Default settings
Intelligence alerts Google Analytics Set up email alerts for 5xx & 4xx to 383
Event tracking & Goal setting for events
Google Analytics Event tracking code to be implemented for ‘click’ on engagement buttons
Search terms for search field Google Analytics Default settings once Search box is implemented
Story telling & data analysis1
Reporting & Smart Insights2
Reporting & Smart Insights2
Customisable reports
Real-Time view
Shortcut facility
Create multiple views in the same account
Reporting & Smart Insights2
Reporting & Smart Insights2
Reporting & Smart Insights2
Reporting & Smart Insights2
Reporting & Smart Insights2
Reporting & Smart Insights2
Reporting & Smart Insights
NRD data
Profile of visitors?
Technically fit for use?
Can we make it better?
383
Does “You are connected” have everything it needs to deliver?
2
Reporting & Smart Insights2
Reporting & Smart Insights2
Reporting & Smart Insights2
Reporting & Smart Insights2
Reporting & Smart Insights
• Key learnings• Heatmap review• Testing status• Fixing status• What to expect• What to tell the client
2
Testing & Improving
For the NRD team, the purpose of “You are connected’ is to deliver a new source of revenue.
Jan Feb Mar Apr
Ads performance
Impr. Clicks
3
Testing & Improving3
Interests Demo-graphics
Device breakdown
Monthly Impr.
Monthly clicks
Image specsjpg, png, gif
Rich media insert
Placement(wireframe)
Techno Male 18-25 Mobile 200,000 1,500 Dynamic / standardsizesURL150kb
Video insertHigh quality
URL
TopMiddleLeftRightBottom
Techno Male 26-45 Mobile 185,000 980 Dynamic / standardsizesURL150kB
Video insertHigh quality
URL
TopMiddleLeftRightBottom
Techno Male 26-45 Desktop 400,000 125,000 Dynamic / standardsizesURL150kB
Video insertHigh quality
URL
TopMiddleLeftRightBottom
3Testing & Improving
3Testing & Improving
Carousel is distracting Not the right news for them
We don’t display enough of each article
They genuinely want more news
3Testing & Improving
MVT experiment – position & carousel
A/B experiment – select topics vs setup
A/B experiment – show start of articles
MVT experiment – we show more news
3Testing & Improving
3Testing & Improving
It’s important, let’s move it higher
Should it be pre filled with user data?
Should we add a book a flight module?
Should we show local flights status?
3Testing & Improving
3Testing & Improving
Are the display ads mobile friendly?
Not ideally positioned on mobile page
Ads not relevant for mobile users
Are we tracking correctly?
3Testing & Improving
3Testing & Improving
Is it an effective position for mobile users?
Should we add a map of local places?
Should we add a rating module for venues?
Should user select favourite themes?
The extra mile
4
The extra mile
4
What can we do to make the landing
page work harder for the Hilton
NRD?
The extra mile
Some ideas to make the page more useful and increase ads and partnerships potential
Results of A/B – MVT experiments
Prefilled data; hi {name} , flight status , local rental…
User profiling shared with publicists & content owners
Add more modules, such as Opentable & take away
Let users tailor the page to their needs (multi-choices, hide)
Display user’s social network & inbox news
UX User Add
CRM TailorIn-frame
4
