This document profiles Sean Burton, the Director of Measurement at Analytic. It provides details about Sean's background including 15 years of experience in eLearning, content management, interaction design, product management, web analytics, and data visualization. It also lists some of the brands Sean has worked with, which come from financial, telecommunications, gaming, and retail sectors. The document advocates for measuring the customer experience using a blend of data, technology, and psychology to improve business value.

1. Measuring Experience

2. About me…
Sean Burton – Analyt
sean@analyt.co.uk | @analytdata | analyt.co.uk
I'm passionate about improving customer experience and business value by using
a blend of data, technology and psychology.
About me:
• Formerly the Director of Measurement at Seren Design Ltd.
• A 15 year career covering: eLearning, Content Management Systems,
Interaction Design, Product Management, Web Analytics, and Data
Visualisation.
• Extensive experience with FTSE 100 companies across financial,
telecommunication, gaming, and retail sectors.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

3. © Foviance
Brands I’ve worked with

4. 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

5. 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

6. UX vs CX
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

7. 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Usability is about human behaviour.
It recognises that people can be lazy, often
emotional, not always knowledgeable, and
like to do things in the easiest way possible.

8. © Foviance
What is usability?

9. The Key Digital Journey
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
VisitAware Browse Engage Transact RepeatConsider
Acquisition Marketing
Site Development
Retention Marketing

10. People don’t like bad
experiences…

11. © Foviance
Good Experience = High
Conversions
Poor Experience = Low
Conversions

12. The problem…
© Foviance
80% of companies believe
they deliver a ‘superior
experience’ to their
customers but only 8% of
their customers agree
Bain & Company
Harvard Management Update

13. …the web is littered with abandoned baskets

14. ‘Headline’ Conversion Rate – offline benchmarks
0
20
40
60
80
100
'High-ticket'
speciality
General
speciality
Footwear Clothing Department
store
Mixed-
goods
Grocery
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Source: RCT Analytics Ltd
Online = 2-3%

15. © Foviance
Fact:
The overwhelming majority
of online advertising budgets
are wasted.

16. Purchase
CONVERSIONS
ACQUISITION
STRATEGIES
Organic & Paid search, Email, etc
User Experience
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Measurement & Optimisation
Usability

17. “I got there in the end but it was a
struggle. I’ll probably try
www.acme.com next time.”
…not what I
expected
I’ll try another
site
This is a
nightmare!
Grrr, where’s the
phone?
What a load of
b*ll**ks!!

18. Peak End Rule
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Duration
Experience

19. Interesting finding…
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“By improving user experience, a typical business can improve
sales by 64%.”
Hewson Group, 2003

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Bad experience leads to…
Lost revenues
Increased costs
Reduced margins
Damaged brand

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And in the age of
Social Media,
experiences spread
extremely quickly

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The internet is the most measurable medium available to us.

23. © Foviance
What to measure:
- Web Analytics
- Survey Data
- User Research/Eye Tracking/EEM
- Call Centre
- Social Media
- Technical Performance
- Competitor Analysis
- CRM Data

24. Web Analytics
• Measuring trends
• Ranking content
• Spotting pain points
• People leaving site
before doing
anything
• Drop out of
processes
• Error tracking
• Seeing effectiveness
of marketing, by
linking to site goals
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

25. Surveys
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
• Great way to gathering
customer feedback
• Variety of invite
methods
• Email
• Site overlay
• Feedback button
• Triggered
• One-off or as part of an
on-going programme
• Can be very detailed,
but in general, the
shorter the better!

26. Surveys
A simple 5 question survey can
provide significant insight:
• Visit Intent
• Key site functions / customer
journeys
• Task Achievement
• Did they manage to complete
the task
• Ease of use (CES)
• How easy did they find the task
(0-7 scale)
• Recommendation (NPS)
• Would they recommend you to
their friends/family (0-10 scale)
• Comments
• A final free entry text box to
allow for clarifying or other
comments.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

27. © Foviance
Eyetracking
Gaze trail Heat Map

28. Site performance monitoring
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

29. Site performance monitoring
3.21% 3.03%
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

30. 0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

31. © Foviance

32. © Foviance
Everything
should be made
as simple as
possible but not
simpler.
“
”

33. Good KPIs are “Übermetrics”…
Good KPI
Strategic
measures of
success
Actionable
Easy to
understand
Based on
valid data
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

34. Services
Blended Measurement Solution
Analyt - what we do…
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Digital customer intelligence consultancy, specialising in services that optimise the Customer Experience (CX)
journey & drive digital business performance
Technical feasibility Audits
Business
Requirements
Planning, Design and Metric
Mapping
Implementation support
Reporting, automation and
visualisation
Training, optimisation and
maintenance
Customer advocacy and
modelling
Optional On-going
support
Data Analysis &
Visualisation
Web & Digital
Analytics
UX Design &
Accessibility
Data Integration
& Automation
Planning
Auditing & Implementation
Support & Training
Surveys & Voice
of Customer

35. Example measurement framework
Automated technical
issues email sent to
operational teams
Customers with low
CSAT scores
contacted by
Customer Services
Customer invited to
community
Measure Act Advocate
Customer
encouraged to use
Social Media
Web Analytics
Operational &
Transactional data
Surveys
Measure CSAT + CES + Operational Performance
Analyse data to establish scale of impact and scope of recommended actions
Contact Customer to explain
and/or resolve issue
Encourage customers to
join community
Data Visualisations
& Dashboards
Quarterly cross-
team Workshops
Free Text Mining
/ Verbatim Analysis
Daily/Weekly Rapid
Reporting
UX Review / lab
research / EEG
Operational teams
fix issues based on
cost/benefit
Data Analysis
Process
Optimisation
Training &
customised reports
to improve use of
data
Operational teams
investigate technical
issues
Data sources Techniques Outputs / Deliverables Operational activities Advocacy
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

36. The Benefits
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Increase Revenues
More transactions
Greater transaction values
Higher advertising revenues
Stronger brand equity
Decrease Costs
Less support costs
Higher customer retention
Greater channel efficiency
Lower development costs

37. ROI
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Return
25.5m
2.75%
£56.70
£38.98m
£5.23m
Scenario 1 Scenario 2
% increase
+5%
+15%
+10%
% increase
+2%
+10%
+5%
Return
26.25m
2.87%
£59.40
£44.75m
£11m
Baseline
Visits 25m
Conversion Rate 2.5%
Order Value £54.00
Revenue £33.75m
Uplift

38. Case Study…
For every hour Apple spent calling their Detractors they generated
$1,000 in additional revenue
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
http://www.forbes.com/sites/stevedenning/2011/08/26/another-myth-bites-the-dust-how-apple-listens-to-its-customers/

40. The wrap up
Accept your baby may be
ugly!
Be prepared to ‘watch’ and
‘listen’
Ensure ongoing
measurement

41. The wrap up (cont)
Create remarkable
moments
Act quickly and respond to
change
Act quickly and respond to
change
Understand
MeasureFix & Act
Advocate

42. info@analyt.co.uk @analytdat
a
0191 704 2045 W analyt.co.uk
Digital customer intelligence consultancy, specialising in services that optimise the
Customer Experience (CX) journey & drive digital business performance