Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way

1. LEAN ANALYTICS
LEANUX FEST
#LEANUXFEST – SEP 16, 2014
YVES FERKET - NASCOM
Image Source: istrategy2009.com

2. I AM YVES FERKET
HI! AND I WORK AT NASCOMIN BELGIUM.

4. I USED TO
DO UX

5. But switched to...

6. The dark side...

7. Sales
Analytics
Analytics
Excel
Excel
Timesheets
coffee

8. The planet internet case

9. The planet internet case

10. InT 5 fihgurees: Planet Internet Portal Case
• 1999
• 2th biggest Belgian site
• +60.000 visitors/day
• +30.000 pages changed
• 600 comments received

11. AbTout thhe ceomm ePnts:lanet Internet Portal Case
• 6 likes…
• Friends/Family/Colleagues
• All the other mails & comments:
• I can’t find my e-mail?
• Where’s the SMS button?
• You misplaced my favorite section?
• Where is X?
• I can’t find Y?
• (multiply 594 times)

12. so:
Lessons Learned (1999)
• People don’t care about design
• Don’t mess with top tasks
• Measure before you change
• 1999 isn’t always a party

13. So I stopped designing & started measuring users

14. Picture source: Daniel Dare https://www.flickr.com/photos/danieldare/6193235979/

16. Analytics
some basics

17. <Google Analytics code inserted in HTML>
Button
Button
website website with analytics
<Javascript code
on buttons to
track events>

18. Done!

19. Building a Site
@Nascom

20. A
So where do we start Analytics?
Design Develo
p
Discove
r
B
Goals
User Journeys
Wireframes
….
Art Direction
Page Models
Copy
….
CMS
HTML
CSS
….

21. A
So where do we start Analytics?
Design Develo
p
Discove
r
B
Goals
User Journeys
Wireframes
….
Art Direction
Page Models
Copy
….
CMS
HTML
CSS
….

22. A
Analytics starts here
Design Develo
p
Discove
r
B
Goals
User Journeys
Wireframes
….
Art Direction
Page Models
Copy
….
CMS
HTML
CSS
….

23. A
Design Develo
p
Discove
r
B
Goals
User Journeys
Wireframes
….
Art Direction
Page Models
Copy
….
CMS
HTML
CSS
….
Not here

24. Image source: http://kustomculture.skynetblogs.be/archive/2007/06/27/cad-attack-1949-custom-cadillac.html
Just slappin’ on Google Analytics code
is putting a screwdriver on the hood of
a car and expect it to fix the engine.

25. So, start with a set of Goals
& Objectives

26. A project’s Goals & Objectives
1. Define your goals
2. Translate your Goals in “Human questions”
3. Kpi’ify your human questions
4. Create your data/triggers
5. Create an actionable dashboard

27. What do you
expect as an
outcome?
What would
be a success
factor?
Why are we
doing this?

28. This is something
we do in every
project.
It’s clear, simple &
agreed on.
Distribute 100
points to your goals
By everybody

29. A project’s Goals & Objectives
1. Define your goals
2. Translate your Goals in “Human questions”
3. Kpi’ify your human questions
4. Create your data/triggers
5. Create an actionable dashboard

30. Translate Goals
in Human
understood by
everybody.
Marketing
Sales
Management
CEO
Which human question would
lead to your goal.
E.g. Do people do x on our site?

31. Human
Questions are a
bit like a
hypothesis
"We believe [TYPE OF USER] has a
problem [DOING THING]. We can help
them with [OUR SOLUTION]. We'll know
we're right if [CHANGE IN METRIC]."

32. A project’s Goals & Objectives
1. Define your goals
2. Translate your Goals in “Human questions”
3. Kpi’ify your human questions
4. Create your data/triggers
5. Create an actionable dashboard

33. You know what
would be a cool
new feature?
Shut up and
explain why KPI 2
is down by 12% If a big change
in a KPI doesn’t
cause
somebody to
pick up a phone
or run to
someone’s desk
it’s not a good
KPI

34. What
figure , indicator or
ratio would give
an answer to the
Human Questions
?

35. A project’s Goals & Objectives
1. Define your goals
2. Translate your Goals in “Human questions”
3. Kpi’ify your human questions
4. Create your data/triggers
5. Create an actionable dashboard

36. A project’s data/triggers
Where is your data coming from?
• online metrics?
• exports from tools?
• External partners (travel, ticket sales offices,...)
• ...
In what format is it available
• document format: excel, MySQL, CSV, PDF, …
• timing: live, hourly, daily, weekly, monthly, random, ...

37. A project’s data/triggers
Triggers?
Data triggers are events that generate data on the answer of the human
questions
• a click on a website
• a money transfer in a sale
• a scan of a bracelet
• a click on a like button
• a click on a buy button
• result of a survey
• ….

38. A project’s Goals & Objectives
1. Define your goals
2. Translate your Goals in “Human questions”
3. Kpi’ify your human questions
4. Create your data/triggers
5. Create an actionable dashboard

39. THE DEFINITION:
“AN INFORMATION RADIATOR IS A DISPLAY
POSTED IN A PLACE WHERE PEOPLE CAN SEE IT
AS THEY WORK OR WALK BY. IT SHOWS READERS
INFORMATION THEY CARE ABOUT WITHOUT
HAVING TO ASK ANYONE A QUESTION. THIS MEANS
MORE COMMUNICATION WITH FEWER
INTERRUPTIONS.

40. Dashboards

41. Image source: http://www.hotbutterstudio.com/

42. Sales in
excel
Google
Reports
Facebook Your data
Insights
Web
Analytics
Insights
LinkedIn
Stats
YouTube
Stats
Pinterest
Stats
Twitter
Stats
Google+
Stats
A calendar in
Google Docs
A survey
result in a
dropbox

43. Dashboard basics
2 3
Create (or connect to)
a data source(s) with
the data you need
choose a graphic
style that suits your
data
enrich data with
indicators and info to
tell a story
Create “queries” on
your data to fill your
graph
1
3

44. Dashboard basics
1. Is it quantifiable?
Your metric should be measurable.
2. Is it visible, understandable and clearly communicated?
Your metric should serve as a reference point in conversations.
3. Is it comparative?
You should be able to compare the metric to benchmarks or other points in time.
4. Is it a rate or ratio?
Showing a rate of change is more illustrative than an absolute number.
5. Does it change your behavior?
If the metric you choose doesn’t enact change, you need a different one
(Is it attributed to revenue/cost? )
Attributing your efforts to value for the business.
It’s not a dashboard basic but will get you the budget to create one + will get CEO attention ;)
Adapted Sources of : Kissmetrics, Ben Yoskovitz and Alistair Croll, Author of Lean Analytics

45. Dashboard example:
human question: do they read our new content
People who spend
+180 secs grow from
12%...
… to 22% by changing
content in 6 weeks
1. Is it quantifiable?
Your metric should be measurable. We created extra “time on page”
segments In low (-30secs), medium (-180secs) and High (+180 secs)

46. Dashboard example:
human question: how’s Facebook doing
1: these Facebook Posts
4: also in %
change…
2: created this
effect 3: which is compared to the same
previous period with indicators
5: …and in in
human terms 6: and explained.
2: Is it visible and clearly communicated?
Your metric should serve as a reference point in conversations.

47. Dashboard example:
human question: how’s Facebook growth doing
3: Is it comparative?
You should be able to compare the metric to benchmarks or other points in
time.

48. Dashboard example:
human question: what social channel
drives conversion?
4: Is it a rate or ratio?
Showing a rate of change is more illustrative than an absolute number.

49. Dashboard example:
human question: which channels works best?
Which affiliate
partner or channel
generated most
conversion and
should we invest
in?
5: Does it change your behavior?
If the metric you choose doesn’t enact change, you need a
different one

50. Dashboard example:
human question: are we on campaign budget
Daily budget automatically
updated through API
Budget goal from Campaign budget
Google Doc
(Is it attributed to revenue/cost? )
Attributing your efforts to value or cost for the business.
We do get calls if we are in the red here ;)

51. “Understand the Customer
Experience so that you can
influence the optimal
customer behavior that will
lead to win-win outcomes”
The Holy Analytics
Trinity Outcome
Orders/Leads/Revenue
How, Why
Conversion Rates
Problem resolution
Behavior
Clickstream
Click Density Analysis
Segmentation
Key Metrics,
Search Intent
Experience
Research
Customer Satisfaction
A/B Testing
User Tests
Voice of customer
Source: avinash kaushik

52. “Understand the Customer
Experience so that you can
influence the optimal
customer behavior that will
lead to win-win outcomes”
The Holy Analytics
Trinity Outcome
Orders/Leads/Revenue
How, Why
Conversion Rates
Problem resolution
Behavior
Clickstream
Click Density Analysis
Segmentation
Key Metrics,
Search Intent
Experience
Research
Customer Satisfaction
A/B Testing
User Tests
Voice of customer
Analytics
User
research &
tests,
surveys
Business
data
Source: avinash kaushik

53. “Understand the Customer
Experience so that you can
influence the optimal
customer behavior that will
lead to win-win outcomes”
The Holy Analytics
Trinity Outcome
Orders/Leads/Revenue
How, Why
Conversion Rates
Problem resolution
Behavior
Clickstream
Click Density Analysis
Segmentation
Key Metrics,
Search Intent
Experience
Research
Customer Satisfaction
A/B Testing
User Tests
Voice of customer
Analytics
User
research &
tests,
surveys
Business
data
DASHBOARD
Source: avinash kaushik

54. That’s a lot of Analytics
where’s the “lean” part?

55. A
Analytics starts here
Design Develo
p
Discove
r
B
Goals
User Journeys
Wireframes
….
Art Direction
Page Models
Copy
….
CMS
HTML
CSS
….
I re-use the
wireframes of the
UX-people and
annotate them
how the frontend
people should
place the triggers
(because some
companies need
a metrics report )

56. Dashboards
• This expensive looking dashboard cost
about 20$/user/month
• To create:
• is more work up front
• …but a lot less work then a monthly
report
• Plays really well with
• ….

57. Dashboard data sources

58. Dashboard data sources

59. Remember
these?
"We believe [TYPE OF USER] has a
problem [DOING THING]. We can help
them with [OUR SOLUTION]. We'll know
we're right if [CHANGE IN METRIC]."

60. "We believe [Ann] has a problem
[using our product selector]. We can
help them with [starting from moods vs
products]. We'll know we're right if
[she spends more time in the
collection pages]."
Can we test Ann?
• 36 years old
• Living in a city
• Married ?

62. Facebook Ad
Homepage
V1
Homepage
V2
1000 Clicks
1000 Clicks
Google
Analytics
Result
validation

63. Facebook Ad

64. Homepage
V1

65. Homepage
V2

66. “Ann” who spend +180
secs can grow from
12%...
… to 27% by a new
homepage in 4 weeks
Not real data from this customer, for explanatory purpose only
Google
Analytics

67. Test your results in http://isvalid.org/
Result
validation

68. Create a PLANNING
We don’t use expensive planning tools,
but Google sheets
• To make a planning for each
channel, we can show in the
dashboard
• To pick up the changes, posts,
events, e-mail lists… we created
and pushed out in the dashboard
• …and correlate with visitor data

69. Create a PLANNING
• Pick up events from the Google
Sheets Calendar…and correlate
with visitor data

70. Consumer Satisfaction
• We don’t use expensive customer
satisfaction tools
• We use Google Customer Survey’s
• …or a simple Google Form that
sends data to a Google sheet…
• Which we pick up in our Dashboards

71. We don’t build Sites
@Nascom

72. We do service design
@Nascom

73. “We need a site”
As seen by developers:
The customer needs to go from A to B.
Let’s build him a car

74. “We need a site”
As seen by an agency:
The customer needs to go from A to B.
Let’s build him a fancy good looking car

75. “We need a site”
As seen by an Nascom:
The customer needs to go from A to B.
Let’s see what his clients need. And give them a map. Learn
them to drive. Provide a dashboard…
And improve so we can get to point C

76. So where do we start Analytics?
Start here
Do not stop here.
Keep measuring/improving

77. Measure to improve Slide
1. Is it comparative?
You should be able to compare the
metric to benchmarks or other points in
time.
Source: Shana Rusonis, Content Marketeer, KissMetrics

78. We pick one KPI
and improve on
that.
Go on to the next.
Source: avinash kaushik

79. TWITTER ME:
@NODESKTOPHERO
LINKEDIN:
WWW.LINKEDIN.COM/IN/YVESFERKET

80. Questions?
NASCOM
INFO@NASCOM.BE
@NASCOM ON TWITTER