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From vanity to actionability
From vanity to actionability
From vanity to actionability
From vanity to actionability
From vanity to actionability
From vanity to actionability
From vanity to actionability
From vanity to actionability
From vanity to actionability
From vanity to actionability
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From vanity to actionability

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Moving from Vanity metrics to Actionability through Web Analytics

Moving from Vanity metrics to Actionability through Web Analytics

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  • 1. FROM VANITY TO ACTIONABILITY KRISH SWAMY, DIRECTOR – DIGITAL ANALYTICS AND PERSONALIZATION CAPITAL ONE 1
  • 2. PURPOSE OF ANALYTICS? 2
  • 3. DEFINING ACTIONABILITY? 3
  • 4. OUR THINKING OF THE DIGITAL SPACE HAS EVOLVED 4 Original thinking: Digital as a low-cost channel for customer acquisition and servicing New thinking: Digital as a medium to engage and delight customers
  • 5. ENGAGING AND DELIGHTING CUSTOMERS IS ACCENTUATED BY THESE TRENDS 5 Smartphone trends Millennials Wearables Multi-device experiences Product + Experience
  • 6. WHAT DOES ENGAGE AND DELIGHT REALLY MEAN? Do users find the digital experience useful? Do users find the experience usable? Do they find the experience enjoyable? 6
  • 7. KEY QUESTIONS IN FRONT OF ANALYTICS Understanding what people are here to do / What is the purpose of the page/ feature How successful are we at engaging and delighting? • Is the online experience Useful, Usable, Delightful? How is this translating to the right and better business outcomes? • Higher Revenue • Lower Costs • Greater Advocacy 7
  • 8. LETS WORK THROUGH A CASE STUDY 8
  • 9. ANALYTIC STEPS TO ACTIONABILITY Step 1: Identify tasks (lots of people interviews, baseline analytics) Step 2: Define metrics Step 3: De-average Step 4: Benchmark Step 5: Tie back to business outcomes 9
  • 10. ADDITIONAL REQ FOR GREAT ACTIONABILITY De-averaging 10 Testing

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