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

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From vanity to actionability

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