From vanity to actionability

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Moving from Vanity metrics to Actionability through Web Analytics

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From vanity to actionability

  1. 1. FROM VANITY TO ACTIONABILITY KRISH SWAMY, DIRECTOR – DIGITAL ANALYTICS AND PERSONALIZATION CAPITAL ONE 1
  2. 2. PURPOSE OF ANALYTICS? 2
  3. 3. DEFINING ACTIONABILITY? 3
  4. 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. 5. ENGAGING AND DELIGHTING CUSTOMERS IS ACCENTUATED BY THESE TRENDS 5 Smartphone trends Millennials Wearables Multi-device experiences Product + Experience
  6. 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. 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. 8. LETS WORK THROUGH A CASE STUDY 8
  9. 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. 10. ADDITIONAL REQ FOR GREAT ACTIONABILITY De-averaging 10 Testing

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