lad brugerne gøre arbejdet
TRANSCRIPT
Lad brugerne gøre arbejdet
Jacob Hartung, Consultant, Insight & Analytics
Morten Tjerrild Steinbach, Senior User Experience Consultant
Sådan lader du bruger og data-indsigt styre din digitale forretning
Lad brugerne gøre arbejdet
Jacob Hartung, Consultant, Insight & Analytics
Morten Tjerrild Steinbach, Senior User Experience Consultant
Sådan lader du bruger og data-indsigt styre din digitale forretning
WelcomeWhat we’ll cover today
Data-driven user insights transform businesses
How you can adopt data-driven transformation with the user in mind?
Where should you start?
© Creuna
Data-driven user insights transform businesses !
My new bank?
My music provider
© Creuna
Data Data
Data
Data
Data Culture
What business are we in?
How do we avoid getting Lost in Business data
Drag picture to placeholder or click icon to add
How you can adopt data-driven transformation with the user in mind?
How much data can you lift ?
Without wasting your strength
Analysis
workflowData
Analyse
Measure
Data drivenuser insights
strategy
Analysis
workflowData
PeopleGovernanceAnalyse
Measure Workflow
Data drivenuser insights
strategy
GovernanceAnalyse
Measure Workflow
Who is responsible for taking action?
What data do we need to measure and why is it valuable?
Data drivenuser insights
strategy
How do we analyse data?
How do we integrate insights in our workflow?
A taste of our own medicine
ChallengesMore visitors to
morning briefings
Challenges
Business goals
Increasing sign ups
More visitors to morning briefings
Challenges
Business goals
?
Increasing sign ups
Action
More visitors to morning briefings
© Creuna
© Creuna
© Creuna
© Creuna
Challenges
Business goals
Increasing sign ups
Action
More visitors to morning briefings
Micro conversions
1) Micro conversions are customer centric
2) It has to be visible in the organization
3) They can easily get very generic or detailed, resulting in your loss of focus on business goals
Micro conversions
70 % Shopping Cart Abandonment*
*Kilde: Baymard Institute
Ane
Ane
+ Product SKU+ Add Cart+ Browser+ Page Title+ Product Group+ OS+ CookieID+ Section+ Timezone+ Browser version+ Funnel Step+ Revenue+ ReferrerID+ Timestamp+ URLEtc.
Marketingautomation
PersonalInteraction
© Creuna
Data-centered context
+ Time+ Location+ Proximity+ Device+ Demography+ Activity+ Interests
Marketingautomation
PersonalInteraction
© Creuna
Cart abandonment
Copenhagen
Poster
iPadUser-centered context
Micro conversion rocks!
User-centered thinkingis
Contextual data thinking
Where should you start ?
Analyze the situation before taking action….
Digital Audit
Digital Audit
Make One Metric That Matters Your Primary Promise
© Creuna
• Make sure that the business is ready to take the step
• Analyze the situation before taking action
• Micro conversions rocks!
• User-centered thinking is contextual data thinking• Make one metric that matters your primary promise
5 Healthy Take Away’s
By doing small thingsyou can achieve greatimpact on yourBusiness
Any thoughts?
Thank you :)Jacob Hartung, Consultant, Insight & AnalyticsMorten Tjerrild Steinbach, Senior User Experience Consultant
creuna.dk [email protected]
[email protected]+45 70200042
© Creuna
Nikolaj Opstrup Director, Business Development
Marina Nielsen Senior Business Developer
Christoffer Bettencourt Lead Business Developer
Charlotte Green Account Director
OUR PEOPLE