Numbers Are Our Friends

NUMBERS ARE OUR FRIENDS Lynne J. Polischiuk @lynneux Julie Strothman @strottrot

Why do we care about analytics?

Search Term Usage on a scale of 1-100 ‘ADD College’: 62 ‘ADHD College’: 21‘AD/HD College’: 0

Why do we care about analytics?

43% drop in overall sales.41% of visitors on a dial-up connection.

Why are designers unconvinced about analytics?

We think of numbers as being complex and scary.

We are told we need tomeasure but not sure what.

A lot of the reports we receivejust aren’t helpful.

Why should you care about analytics?

Accountability = Credibility

Get a seat at the table.

A $12,000,000 Form Field?

“What are we contributing to the business?Are we seeing things through and making surethat what we are doing is worth something?” - Joe MegibowExpedias VP of global analytics and optimization

How do we get started?

Three main things you need to do:

Three main things you need to do: 1. Deﬁne goals and metrics.

Three main things you need to do: 1. Deﬁne goals and metrics. 2. Educate yourself.

Three main things you need to do: 1. Deﬁne goals and metrics. 2. Educate yourself. 3. Make some allies.

1. Deﬁne goals and metrics.

“Metrics are simply numbers that measure the effectiveness of your business.” - Josh Porter

Every business has unique metrics

This is a conversion.

Segment Data for More Actionable Information

Segment Data for More Actionable InformationBusiness Goal Metrics SegmentsCustomer loyalty Repeat visits Number of visits (e.g. 2, 3+) Time on feature People using the given featureBrand awareness Likes, mentions Visits from Facebook, Twitter Branded search Trafﬁc Source: Search terms with brand name

"Numbers are an abstraction, but when we give them context,they have the strength, signiﬁcance and nuance of language." - Livia Labate

2. Educate yourself

We think a lot aboutmastery of ‘output’ tools.

We need to learn more about research tools and measuring our effectiveness.

Learn to love @Avinash

#measure

3. Find some allies.

Reach out to others who can help you access the data you need.

What’s going on in here?

We need a holistic view.

How can data help us design?

Competitive Analysis

Keyword Searches for Personas

Are you putting resources into the right content? % Content % Visits 35% 28% 20% 13% 5% About Academics Student Life Library Institute Alumni Credit: Tim Hart via Avinash Kaushik: http://strottrot.com/u/6

“Stories are just data with a soul.” - Brene Brown

ResourcesGoogle Insights for Search: Avinash Kaushik @avinashwww.google.com/insights/search kaushik.net Book: Web Analytics 2.0Google Keyword Finder Tool:adwords.google.com/select/ Livia Labate @livlabKeywordToolExternal livlab.com/thinkia/ Ceci n’est pas une KPI slides:Compete http://www.slideshare.net/livlab/ceci- nest-pas-une-kpi-interaction-10compete.com Joshua Porter @bokardo bokardo.com/ Book: Designing for the Social Web Questions? Lynne J. Polischiuk Julie Strothman info@lynneux.com julie@strottrot.com @lynneux @strottrot

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Numbers Are Our Friends

by Julie Strothman

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