Webstock 2010 - Seb Chan on data driven personas & analytics

source: http://www.ﬂickr.com/photos/apotheker/29327558/ “i am not a number, i am a . . ” the 7” edit iteration & data driven personas using analytics sebastian chan, head of digital, social & emerging technologies, powerhouse museum

meat & potatoes source: http://www.ﬂickr.com/photos/wiccked/53998074/

i work for the government i am not a designer caveats! today commonsense! tiny budgets & no resources personas & basic analytics texan monarchists and schools

meet susanna source: http://www.ﬂickr.com/photos/apotheker/29327558/

works part time in university sector 33 years old, 2 children aged 6 and 3. lives in the inner city, drives to work on iiNet ADSL2 home but ﬁltered at work kids in bed by 7pm. watches timeshifted TV to relax sees museums as educational fun for the kids source: http://www.ﬂickr.com/photos/apotheker/29327558/

uses search to ﬁnd information most visited website is facebook reads the paper online in parts not interested in random browsing doesn’t contribute content to websites clearly delineates work email from facebook mails source: http://www.ﬂickr.com/photos/apotheker/29327558/

creepy!

“i am not a number, i am a . . ” source: http://www.ﬂickr.com/photos/apotheker/29327558/

complex ecology source: http://www.ﬂickr.com/photos/evaekeblad/916121748/

time and attention so it really matters when we get it! source: http://www.ﬂickr.com/photos/rgarzamarcos/69081472/

analytics yawn?! source: http://www.ﬂickr.com/photos/gattomimmo/308067766/

i can see ‘real’ people

i interact with ‘real’ people

even when they do odd things emergent art or digital graﬁtti?

we can share 80s trivia!

we can get to know each other

and you want us to go back to quantitative? yawn?! source: http://www.ﬂickr.com/photos/gattomimmo/308067766/

not just for the server room source: http://www.ﬂickr.com/photos/vespa_gt/211222928/

not just for the ‘shiny teeth’ source: http://www.ﬂickr.com/photos/trushu/524504628/

easy and cheap

it is about the patterns don’t obsess on the raw numbers! source: http://www.ﬂickr.com/photos/pictoscribe/376270209/

how do visitors get to your site? which lets you doublecheck your SEO!

what do they do on your site? which lets you reﬁne your IA/UX

visitation is not engagement

brand vs content

content

segmenting the ‘brand aware’ visitors

checking trends over time

further segmenting by geography

if i am looking at making a mobile app then this is easy research

Australian iPhone users on Vodafone

never the whole the picture! source: http://www.ﬂickr.com/photos/foreverdigital/3375076856/

before & after the ‘clickstream’

2.98% visit eBay before 4.43% visit eBay after Australian web traﬃc. Source: Hitwise August 2008

what about those who never make it?

align those personas! are they doing what you expected that they would? source: http://www.ﬂickr.com/photos/apotheker/29327558/

let’s see what happens

visit oriented content

online-focussed education & research 95% of site content

revenue model: direct funding - 76% admissions & membership donations visitor services (cafe, shop) content services (research, image sales, exhibition sales) source: http://www.ﬂickr.com/photos/43426549@N00/1812312679/

some key audiences: children & familes under 30s culturally active adults makers, tinkerers, creators, designers

the visitor cycle revisitation pre during post www in gallery out in the world handheld AR/mobile www highly social didactic highly social visitor-led controlled visitor-led 10% 1%

1.8% visit 10+ times in 90 days

collection 80s exhibition

the rise of the texan monarchists? source: http://www.ﬂickr.com/photos/library_of_congress/2163915962/

make a crown

apparently great SEO!

lots of ‘prospects’

pretty popular

noise! source: http://www.ﬂickr.com/photos/slightlynorth/3076786272/

mainly texans!

“museums educate”

good surprises

bad surprises

easily ﬁxed

expected: ‘wizard of jeanz’ hiroaki ohya ohya productions japanese fashion

actual: fashion japanese fashion clothing anime pop art

Dear Madam or Sir, We have owned and thoroughly enjoyed an "original balans" kneeling chair for over 30 years. But ﬁnally, now the knee pads have worn and the foam has disintegrated. Where can we get replacements for the knee and seat pads? Otherwise, the chair is as good as new and we want to continue to enjoy this chair. Thank you.

noise! my bloody valentine: loveless, creation records 1991

ﬁnding school users

drilldown!

a di erent sort of engagement

what is copied?

uses javascript to intercept copy & paste. anonymous

where does it go?

translated!

use the tools make the changes evaluate the changes spread the data & learnings

thanks! sebc@phm.gov.au | @sebchan www.powerhousemuseum.com/dmsblog source: http://www.ﬂickr.com/photos/metamuro/2288523014/

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