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Responding to Context: Using data to design experiences that care about customers

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The digital landscape is in flux, we need to design and manage customer experiences to dynamically target audiences and respond in realtime.

Sadly, the avalanche of data available to brands who deliver products and services results most often in spam and hassle, when it genuinely offers a chance to cut through at the right moment, offer help, deliver a frictionless experience, respond in the moment with the right thing, and make the world a better place.

Published in: Data & Analytics
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Responding to Context: Using data to design experiences that care about customers

  1. 1. RespondingtoContext Using data to design experiences that care about customers @hollielubbock @codeandtheory
  2. 2. @hollielubbock The digital landscape is in flux, we need to design and manage customer experiences to dynamically target audiences and respond in realtime The Problem RESPONDING TO CONTEXT
  3. 3. @hollielubbock Multiple Channels RESPONDING TO CONTEXT SOCIAL MEDIA IS ONLY ONE TOUCH POINT AMONG MANY CUSTOMERS ARE EXPOSED TO We are speaking to users across multiple channels we need to look at these holistically
  4. 4. @hollielubbock Filter Bubbles RESPONDING TO CONTEXT USERS VIEWS OF THE INFORMATION ON THE INTERNET IS EVEN MORE FILTERED "collectively, these filters will isolate people in information bubbles only partly of their own choosing, and the inaccurate beliefs they form as a result may be difficult to correct.” Paul Resnick and colleagues 
 University of Michigan's School of Information
  5. 5. @hollielubbock Tailored Content RESPONDING TO CONTEXT DURATION PLATFORM USER TIME CONTEXT FREQUENCY LOCATION FORMAT Our digital experiences have become unique. Publishers are tailoring the content we see to your behaviours and touch points
  6. 6. @hollielubbock To effectively target users within their filtered system we need data coming in from multi channels RESPONDING TO CONTEXT BUS. STRATEGY & FINANCE MARKETING & COMMS CUSTOMER SERVICE & SALES OPERATIONS: SUPPLY-DISTR. HUMAN CAPABILITIES WEBSITE & 
 SYSTEMS DATA WAREHOUSE SOCIAL 
 MEDIA
  7. 7. @hollielubbock RESPONDING TO CONTEXT Creating Impact DATA = INFORMATION DATA ≠ KNOWLEDGE The Purpose of data is to help you make better informed business decisions, but how do we measure impact within such a large dataset?
  8. 8. @hollielubbock We have so much data coming in, we don’t have time to respond to it effectively So is it actually useful? Ummm RESPONDING TO CONTEXT
  9. 9. The Risk Of Continuous Optimisation RESPONDING TO CONTEXT When looking for insights from data there is a risk we continually optimise and only reach a certain point. We need to balance this with looking for innovations outside of our normal markets and metric areas
  10. 10. @hollielubbock WE NEED TO TAILOR AND DESIGN 
 OUR DATA USAGE We have dashboards measuring things we know. Why are we measuring that things are working? Surely we know it works. If we’ve planned and built and tested the system with and for users and know that as a baseline it works well. Make data work for you RESPONDING TO CONTEXT
  11. 11. @hollielubbock Peaks and Troughs RESPONDING TO CONTEXT 0 41 42 43 44 45 46 47 48 49 THIS SHOWS US WHERE THE SYSTEM HAS GAPS OR BREAKS AS WELL AS WHEN IT PERFORMING EXCEPTIONALLY WELL. Cut the amount of data – only measure the exceptions, rather than business as usual.
  12. 12. @hollielubbock Combine exceptions with segmentation of early adopter behaviours to predict how users will behave in the future. Future Proof Your Data Strategy RESPONDING TO CONTEXT
  13. 13. @hollielubbock DATA TELLS US WHAT, WHEN AND WHO BUT NOT WHY USERS ARE BEHAVING A CERTAIN WAY But Why? RESPONDING TO CONTEXT
  14. 14. UX & CX RESPONDING TO CONTEXT sharpestpencil.com.au/ wp-content/uploads/ 2013/07/talking- fingers.jpg In traditional UX we talk to people, this gave us great feedback, but there was always a lapse in the feedback loop as we couldn’t find out and action as fast at we’d have liked.
  15. 15. @hollielubbock User Journey Mapping RESPONDING TO CONTEXT Customer or user journey mapping can help you think through what’s missing from a user perspective – across the whole lifecycle of engagement with your product, from discovery to advocacy
  16. 16. @hollielubbock UCD & Data RESPONDING TO CONTEXT We need to combine UX and data practices to get the whole picture. The world is becoming more targeted and individualised and one can no longer work without the other
  17. 17. @hollielubbock WE SHOULD ALL BE ABLE TO PLAY WITH 
 AND ACCESS DATA Large organisations need to reshape their data offering to have people with data skills or data analysts embedded into each product team. Product Teams RESPONDING TO CONTEXT Jer Thorp, “Data (v.),” OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/ UX / UI DEVELOPMENTDATA
  18. 18. @hollielubbock Intersection RESPONDING TO CONTEXT SOCIAL MEDIA
 
 Confirms it is happening USER CENTRED THINKING
 
 Shows us why its is happening DATA DRIVEN
 
 Shows us something is happening It’s the intersection which allows to react effectively
  19. 19. How do we use data at 
 Code & Theory? So then… RESPONDING TO CONTEXT
  20. 20. @hollielubbock I WILL PRACTICE MY PROFESSION WITH CONSCIENCE AND DIGNITY; I WILL USE DATA TO FIND AND TELL THE TRUTH; I WILL USE WORDS THAT MEAN SOMETHING; I WILL STRIVE TO MAKE MY METHODS TRANSPARENT AND REPRODUCIBLE; I WILL USE DATA TO CLARIFY, NOT OBFUSCATE; I WILL PRESERVE THE INTEGRITY AND HYGIENE OF MY DATA; I WILL GET TO A GOOD QUESTION; 10 Commandments of Data at C&T RESPONDING TO CONTEXT I WILL ANSWER QUESTIONS USING THE BEST FORM POSSIBLE, EVEN IF IT REQUIRES EDUCATING MY AUDIENCE; I WILL NOT HIDE UNWANTED RESULTS; I WILL USE ROBOTS TO DO ROBOT WORK, NOT HUMANS; I WILL MAINTAIN THE UTMOST RESPECT FOR PRIVACY; I WILL NOT USE MY KNOWLEDGE TO VIOLATE HUMAN RIGHTS AND CIVIL LIBERTIES; I MAKE THESE PROMISES SOLEMNLY, FREELY AND UPON MY HONOR. https://medium.com/@vndrewlee/the-analyst-s-oath-9ea7a56eb266#.xei2i08f1
  21. 21. @hollielubbock REGULAR FLOW OF ~5.4 GBOF SOCIAL DATA PER MONTH CODE AND THEORY DATA WAREHOUSE - REGULAR REPORTING - INSIGHT DISCOVERY - AD HOC ANALYSIS CLIENTS CREATIVES STRATEGISTS ACCOUNT TEAMS ANALYSTS REPORTING DASHBOARDS CUSTOM WEB APPS EMAIL ALERTS DATA DOWNLOADS >500 BRANDSMONITORED CONTINUOUSLY DOZENSOF AD-HOC SELECTORS SOCIAL APIS AND 3RD PARTY DATA PROVIDERS How We Use Social Data At Code And Theory RESPONDING TO CONTEXT
  22. 22. LIVES IN BROOKLYN SPEAKS ENGLISH DOESN’T TWEET SO OFTEN WORKS AT BUZZFEED ON TWEET DECK ON HIS IPHONE LATE FOR WORK FROM NEW JERSEY DESCRIBES HIMSELF JOINED TWITTER IN 2008 LIKES THE COLOR BLUE TWEET AUTHOR RETWEETER DISPLAYED TWEET 50 CHARACTERS RAW TWEET >3,000CHARACTERS Why do we like raw data? The full tweet is a huge, rich packet of data just waiting to be analysed… Way more than 140 characters
  23. 23. @hollielubbock OFF-THE-SHELF TOOLS ARE BUILT TO ANSWER SPECIFIC QUESTIONS. In an agency context, data needs to be 
 flexible and adaptive in order to address unexpected questions and insights that arise in the creative process https://medium.com/@vndrewlee Why We Built Our Own Tools RESPONDING TO CONTEXT MORE EYEBALLS + MORE INFORMED JUDGEMENTS = BETTER DECISIONS Locked in a database, a powerpoint, or a proprietary tool your data is not doing anything for you.
  24. 24. @hollielubbock DATA STRATEGY = MEASUREMENT STRATEGY Data is the measurable digital footprint of every part of your business. Data is the substance that allows us to effectively measure and optimise. To be effective, your data strategy must align to the measurement strategy and in turn be clearly mapped to the business strategy Strategy RESPONDING TO CONTEXT
  25. 25. @hollielubbock Foursquare Case study RESPONDING TO CONTEXT
  26. 26. The Background FOURSQUARE In early 2015, Foursquare approached Code and Theory about a data visualization project for the release of their Pinpoint ad product. WHERE YOU GO IS WHO YOU ARE Utilizing Foursquare’s data (user check-ins and wireless signals), they were able to determine (or “pinpoint”) real people’s movement noting “the places you go are the best indicator of who you are.” Improving upon technology that filtered out inaccurate location data, Pinpoint accurately allowed advertisers to know their audience–and their tastes–much more precisely. With this information, they could deliver very specific marketing and advertising campaigns.
  27. 27. REPRESENTING THE DATA With mounds of information at their disposal and a clear business case for turning the data into a stand alone business, there was one question: How could Foursquare clearly present this complicated information to mid-level marketers in an elegant and intuitive way? Code and Theory worked with Foursquare to create a product that would present this information through a suite of data visualizations. The Business Problem FOURSQUARE
  28. 28. PINPOINT THE STORY Working with our data analysts, visual designers and developers, we designed and built a system to demonstrate Pinpoint’s accuracy by projecting visual layers onto an interactive map. Utilizing WebGL and the Mapbox API, we created a 3D world where you can see check-in data, GPS data, and Foursquare's own venue shape data for a given location. Through a set of controls these different layers are turned on and off at different moments, camera sequences are created to zoom and rotate around venues, and custom transitions can be applied. Individual venue sequences are easily placed into a queue to show an animation moving through the world from location to location, telling compelling stories. From the High Line and Empire State Building to the Mall of America, the visualizations were sophisticated ways to hone in on geographic areas and display Pinpoint's accuracy. The Solution FOURSQUARE
  29. 29. DATA WARE HOUS E DATA SERVER DATA SERVER DATA SERVER APACHE HADOOP CLUSTER APACHE HIVE QUERY FOR SPECIFIC DATASETS BASED ON PARAMETERS X,Y,Z DATASET FOR V IZ A DATASET FOR V IZ B DATASET FOR V IZ C FORMATTED JSO N FILES VISUALIZATION CREATIO N/ MANIPULATION TO OL WE B APP VIZ A-1 VIZ A-2 VIZ A- * VIZ C-1 VIZ C-2 VIZ C- * VIZ B-1 VIZ B-2 VIZ B- * VIDEOS PRESENTATION PRESENTATION PRESENTATION PRESENTATION PRESENTATION PRESENTATION PRESENTATION PRESENTATION PRESENTATION KE YNOTE PRESEN TATIONS
  30. 30. @hollielubbock
  31. 31. @hollielubbock Essie Case study RESPONDING TO CONTEXT
  32. 32. We look at how our brands’ posts spread across the network and identify the communities that are engaging
  33. 33. WE LEARNED THAT A SMALL NUMBER OF KEY BLOGS SET OFF EACH CASCADE The amount of social activity that a user can generate and how central they are within an active content-sharing network is more important than their reach
  34. 34. @hollielubbock COMMUNITIES RE-BLOGGING ESSIE’S TUMBLR POSTS (Q4 2013) 64.69% nail polish blogs 25.07% “preppy” style blogs 6.47% “girly” style blogs 1.26% inspirational quotes TOP ENGAGING ESSIE FACEBOOK POST (Q3 2014) We use the knowledge of how brands posts spread and use what we learn to inform creative executions that bring the underlying consumer truths to life on the brand’s social channels (in this case lifestyle messaging) Shifting The Message RESPONDING TO CONTEXT
  35. 35. Key Takeaways FOCUS YOUR ANALYSIS – MEASURE THE EXCEPTIONS DATA STRATEGY = MEASUREMENT STRATEGY = BUSINESS STRATEGY CREATE CROSS FUNCTIONAL PRODUCT TEAMS WHO USE AND REACT TO 
 CUSTOMER NEEDS AS QUICKLY AS POSSIBLE WATCH OUT FOR CONTINUOUS OPTIMISATION - FOCUS ON THE FUTURE RESPONDING TO CONTEXT
  36. 36. Thankyou! @hollielubbock @codeandtheory

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