Expanding Analytics

269
-1

Published on

The presentation discusses on how to expand web analytics with visual analytics.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
269
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Expanding Analytics

  1. 1. >  Expanding  Analy.cs  <   Expanding  web  analy/cs     with  visual  analy/cs    
  2. 2. Twi4er  @datalicious  July  2012   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Smart  data  driven  marke.ng   “Using  data  to  widen  the  funnel”   Media  A4ribu.on  &  Modeling   Op.mise  channel  mix,  predict  sales   Targe.ng  &  Merchandising     Increase  relevance,  reduce  churn   Tes.ng  &  Op.misa.on   Remove  barriers,  drive  sales   Boos.ng  ROI  July  2012   ©  Datalicious  Pty  Ltd   3  
  4. 4. Analy.cs  informing  design  July  2012   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  New  approach  to  web  design  §  Standard  approach   §  Try  something  new   –  Analyst  iden/fies  issue   –  Analyst  iden/fies  issue   and  briefs  agency   and  briefs  agency  (incl.   –  Agency  develops  new   current  heat  maps)   designs,  trashes  some   –  Agency  develops  new   –  Agency  or  developers   designs  and  tests  them   implement  new  design   (predic/ve  heat  maps)   –  Some/mes  mul/ple   –  Winning  designs  are   designs  are  tested     developed  and  tested   (incl.  new  heat  maps)   –  Top  performing  design   is  implemented  July  2012   ©  Datalicious  Pty  Ltd   5  
  6. 6. 1.  Iden.fy  problem  pages  July  2012   ©  Datalicious  Pty  Ltd   6  
  7. 7. 2.  Implement  heat  maps  July  2012   ©  Datalicious  Pty  Ltd   7  
  8. 8. >  Eye  tracking  vs.  mouse  tracking  §  Eye  tracking  pros   §  Mouse  tracking  pros   –  100%  accurate   –  Natural  environment   –  Controlled   –  No  observer  effect   environment   –  Global  par/cipa/on   –  Open  dialogue   –  Low  cost  §  Eye  tracking  cons   §  Mouse  tracking  cons   –  High  costs   –  No  pre-­‐defined  tests   –  Limited  scope   –  No  research  control   –  Observer  effect   –  No  visitor  feedback  July  2012   ©  Datalicious  Pty  Ltd   8  
  9. 9. >  Segmented  heat  maps  are  key   Heat  map  for  new  visitors  vs.  exis.ng  customers   Independent  research  shows  84-­‐88%  correla/on  between  mouse  and  eye  movements*  July  2012   ©  Datalicious  Pty  Ltd   9  
  10. 10. Implement  heat  maps  on  selected  pages  only  July  2012   ©  Datalicious  Pty  Ltd   10  
  11. 11. 3.  Quick  test  mock-­‐ups  July  2012   ©  Datalicious  Pty  Ltd   11  
  12. 12. PROMINENT  HEADLINE  THAT  USES  COLOUR   HIGHLIGHTS  TO  FOCUS  VISITOR  ATTENTION   iPhone  4S  picks  up  where  amazing  le_  off.  Its   the  fastest,  most  powerful  iPhone  ever.  It   features  an  8-­‐megapixel  camera  with  all-­‐new   op/cs.  It  records  stunning  1080p  HD  video.  It   comes  with  iOS  5  and  iCloud.  And  its  the  only   phone  with  Siri-­‐your  intelligent  assistant  that   helps  you  get  things  done,  just  by  using  your   voice.  More  info  ...   Chris.an  Bartens:  Great   phone,  awesome  value,     this  deal  changed  my  life!   BUY  NOW  July  2012   ©  Datalicious  Pty  Ltd   12  
  13. 13. July  2012   ©  Datalicious  Pty  Ltd   13  
  14. 14. July  2012   ©  Datalicious  Pty  Ltd   14  
  15. 15. July  2012   ©  Datalicious  Pty  Ltd   15  
  16. 16. July  2012   ©  Datalicious  Pty  Ltd   16  
  17. 17. 4.  Test  best  designs  July  2012   ©  Datalicious  Pty  Ltd   17  
  18. 18. 5.  Verify  test  results  July  2012   ©  Datalicious  Pty  Ltd   18  
  19. 19. Tip:  Targe.ng  before  tes.ng  July  2012   ©  Datalicious  Pty  Ltd   19  
  20. 20. >  Targe.ng  before  tes.ng  is  key   Visitor  segmenta.on  based  on:  Referrals,     search  terms,  ad  clicks  and  website  behaviour   Purchase   Cycle   Prospect:   Prospect:   Customer:   Customer:   Product  A   Product  B   Product  A   Product  B   Default,   Acquisi.on   Acquisi.on   Acquisi.on   Acquisi.on   awareness   message  A1   message  B1   message  C1   message  D1   Research,   Acquisi.on   Acquisi.on   Acquisi.on   Acquisi.on   considera.on   message  A2   message  B2   message  C2   message  D2   Purchase   Acquisi.on   Acquisi.on   Acquisi.on   Acquisi.on   intent   message  A3   message  B3   message  C3   message  D3  July  2012   ©  Datalicious  Pty  Ltd   20  
  21. 21. Tip:  Don’t  reinvent  the  wheel   July  2012   ©  Datalicious  Pty  Ltd   21  
  22. 22. July  2012   ©  Datalicious  Pty  Ltd   22  
  23. 23. Tip:  The  li4le  things  count  July  2012   ©  Datalicious  Pty  Ltd   23  
  24. 24. >  It’s  the  small  things  that  count  July  2012   ©  Datalicious  Pty  Ltd   24  
  25. 25. Tip:  The  phone  s.ll  rings  July  2012   ©  Datalicious  Pty  Ltd   25  
  26. 26. >  Use  unique  phone  numbers   2  out  of  3  callers   hang  up  as  they   cannot  get  their     informa/on  fast   enough.     Unique  phone   numbers  can   help  improve   call  experience.  July  2012   ©  Datalicious  Pty  Ltd   26  
  27. 27. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi4er.com/datalicious    July  2012   ©  Datalicious  Pty  Ltd   27  
  28. 28. Data  >  Insights  >  Ac.on  July  2012   ©  Datalicious  Pty  Ltd   28  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×