digital measurement strategy: organize the work (byu-idaho)

Download Digital Measurement Strategy: Organize the Work (BYU-Idaho)

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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 firms 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 firms 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 firms 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 weve 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 WEVE 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 WEVE DONE THAT? Deliverables:

    Key Indicators Custom Reports Conversion Funnels Heatmaps Dashboards

  • Dashboarding Pet Peeves Vanity metrics Dej Poo Pie charts Wheres the beef? Overshare

  • Dashboarding Fung Shui Use segments, funnels and ratios If it doesnt change, dont 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 were right or not?

    2. Help users see it that way.A/B testing, SEO, marketing, user experience.

  • WHAT DRIVES OR IMPEDES THE USERS EXPERIENCE?

  • WHATS YOUR HYPOTHESIS?

  • I THINK THAT [BELIEF]

    IF IM RIGHT, THEN [ANTICIPATED RESULT]

  • WHAT DRIVES OR IMPEDES THE USERS EXPERIENCE?

    Deliverables: Hypothesis Library A/B testing ideas Paid/SEO/social strategy True-intent studies

  • HOW WILL WE KNOW IF WERE RIGHT OR NOT?

    (Incomplete Data)

  • HOW WILL WE KNOW IF WERE RIGHT OR NOT?

  • HOW WILL WE KNOW IF WERE 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 firms 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 firms 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 firms 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 were 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 were 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 were 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 were right or not?

    What are we trying to achieve?

    How will we know if weve done that?

    GOALS

    KEY INDICATORS

    ACTION ITEMS

    PLAN OF ATTACK

  • PUBLISHING SERVICES ADVISORS

    James ValentineAdvisor, Conversion Rate Optimization

    Questions?

    @valentinejames

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