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COMMERCIAL/GOVT
SITES; SIMILARITIES AND
DIFFERENCES IN
MIKE SUTER-TIBBLE
TEXT
DIFFERENCES - ACQUISITION
▸Generally, govt services not that bothered about acquisition
▸Don’t get this at individual...
TEXT
DIFFERENCES; MEGA-FORMS
▸Contact / lead gen forms might be 7-10 fields
▸Carers’ Allowance has over 100 fields; can be...
TEXT
OTHER DIFFERENCES
▸Most outcomes are offline, so hard to track
▸Online journey is simply submitting the application
▸...
TEXT
SIMILARITIES
▸Agile
▸Rely on Devs to implement code!
▸Customers often need help to understand what they want to
measu...
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Difference between Analytics in Public Sector vs Private Sector @ MeasureCamp Cardiff

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Discussion of differences & similarities the two: how each can learn from the other and how skills are transferable.

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Difference between Analytics in Public Sector vs Private Sector @ MeasureCamp Cardiff

  1. 1. COMMERCIAL/GOVT SITES; SIMILARITIES AND DIFFERENCES IN MIKE SUTER-TIBBLE
  2. 2. TEXT DIFFERENCES - ACQUISITION ▸Generally, govt services not that bothered about acquisition ▸Don’t get this at individual property level (gov.uk is our biggest referrer) ▸Comms campaigns / services being marketed are the exception
  3. 3. TEXT DIFFERENCES; MEGA-FORMS ▸Contact / lead gen forms might be 7-10 fields ▸Carers’ Allowance has over 100 fields; can be 50 screens long ▸Very concerned about accuracy of responses (for benefit claims) ▸Use sessionControl quite a lot
  4. 4. TEXT OTHER DIFFERENCES ▸Most outcomes are offline, so hard to track ▸Online journey is simply submitting the application ▸Decisions about whether (and how much) to award are offline ▸Do a lot of data linking/uploading outcomes into GA ▸Analytical background of web analysts ▸Content is defined by GDS - no images! ▸Test different releases rather than A/B test
  5. 5. TEXT SIMILARITIES ▸Agile ▸Rely on Devs to implement code! ▸Customers often need help to understand what they want to measure, and with statistical concepts like significance ▸Designers/copywriters don’t always like their ‘expertise’ being challenged ▸Can be difficult to convince people analytics is more than playing about with standard reports in GA

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