Content measurement is a sophisticated and desirable skill.
It's also very hard to do. This presentation shows you a model to help you break down measurement into management chunks
Panaseer Sr. PM on How to Use Data as a Product ManagerProduct School
Main takeaways:
- Importance of informing your decisions with data
- Know the difference between qualitative and quantitative data, when to use it and how to adjust it
- The importance of knowing how to perform proper usability testing and why to expose this to your entire team so they see first - hand how users interact with your product
AI and content strategy - Elle Geraghty Content Strategy.pdfElle Geraghty
How will AI help content strategy and content creation? Will it help us? does it work? Will it take our jobs? What situations are a great fit for experimentation?
My presentation today about ChatGPT, Open AI, conversational AI, and the Future Of Work. Includes survey data from the audience. Presented at our Constellation Research Execution Network monthy Office Hours of CIOs, CDOs, and other CXOs.
ChatGPT FOR STARTUPS is the ultimate guide for startup founders and founding teams who are looking for an advantage to scale their businesses faster and more resourcefully. In today’s competitive startup environment and constrained venture capital market, the pressure is on for startups to perform or risk failing. ChatGPT is a new disruptive technology that gives you access to a full range of corporate-sized departments, including finance, product development, operations, sales and marketing and customer service, without any additional expense or increasing your burn rate. This is an opportunity that is too good to miss – ignore it at your own peril or use it to scale your business faster and more efficiently than ever!
Amir Hegazi is the Managing Partner at CapitalDemocracy, a professional advisory firm that helps startups raise venture capital. Amir was the Director of Marketplace at Souq.com, MENA’s largest e-commerce platform (acquired by Amazon). He is an early pioneer of digital media in the Arab world, having launched the region’s largest online TV network at JumpTV. He is also an advisor to ministers and policy-makers. Amir is the author of Amazon bestseller Venture Adventure: Startup Fundraising Advice from Top Global Investors.
ChatGPT is a highly advanced language model developed by OpenAI. Its ability to understand and respond to natural language input can be a valuable tool for mobile application developers looking to streamline their workflow and improve their app development process.
Oh my gosh - the hype about ChatGPT is massive. Let's look at five examples of ChatGPT in use and evaluate whether it is actually a good solution.
This talk outlines the risks, limitations and potential of the tool.
ChatGPT works well in some content contexts but very poorly in others.
Panaseer Sr. PM on How to Use Data as a Product ManagerProduct School
Main takeaways:
- Importance of informing your decisions with data
- Know the difference between qualitative and quantitative data, when to use it and how to adjust it
- The importance of knowing how to perform proper usability testing and why to expose this to your entire team so they see first - hand how users interact with your product
AI and content strategy - Elle Geraghty Content Strategy.pdfElle Geraghty
How will AI help content strategy and content creation? Will it help us? does it work? Will it take our jobs? What situations are a great fit for experimentation?
My presentation today about ChatGPT, Open AI, conversational AI, and the Future Of Work. Includes survey data from the audience. Presented at our Constellation Research Execution Network monthy Office Hours of CIOs, CDOs, and other CXOs.
ChatGPT FOR STARTUPS is the ultimate guide for startup founders and founding teams who are looking for an advantage to scale their businesses faster and more resourcefully. In today’s competitive startup environment and constrained venture capital market, the pressure is on for startups to perform or risk failing. ChatGPT is a new disruptive technology that gives you access to a full range of corporate-sized departments, including finance, product development, operations, sales and marketing and customer service, without any additional expense or increasing your burn rate. This is an opportunity that is too good to miss – ignore it at your own peril or use it to scale your business faster and more efficiently than ever!
Amir Hegazi is the Managing Partner at CapitalDemocracy, a professional advisory firm that helps startups raise venture capital. Amir was the Director of Marketplace at Souq.com, MENA’s largest e-commerce platform (acquired by Amazon). He is an early pioneer of digital media in the Arab world, having launched the region’s largest online TV network at JumpTV. He is also an advisor to ministers and policy-makers. Amir is the author of Amazon bestseller Venture Adventure: Startup Fundraising Advice from Top Global Investors.
ChatGPT is a highly advanced language model developed by OpenAI. Its ability to understand and respond to natural language input can be a valuable tool for mobile application developers looking to streamline their workflow and improve their app development process.
Oh my gosh - the hype about ChatGPT is massive. Let's look at five examples of ChatGPT in use and evaluate whether it is actually a good solution.
This talk outlines the risks, limitations and potential of the tool.
ChatGPT works well in some content contexts but very poorly in others.
The Future Of Work & The Work Of The FutureArturo Pelayo
What Happens When Robots And Machines Learn On Their Own?
This slide deck is an introduction to exponential technologies for an audience of designers and developers of workforce training materials.
The Blended Learning And Technologies Forum (BLAT Forum) is a quarterly event in Auckland, New Zealand that welcomes practitioners, designers and developers of blended learning instructional deliverables across different industries of the New Zealand economy.
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
The Five Levels of Generative AI for GamesJon Radoff
A framework for understanding how generative AI and the technologies leading up to it impact the course of games and virtual worlds--for game studios, game players, modders and within the core game loop.
Utterly content 2023 - Web content capabilities.pdfElle Geraghty
Developing the right skills for your web content team is really hard. This framework is a great place to start.
It will help both people leaders and also people who are trying to get ahead in their careers.
Presented first at Utterly Content thanks to Tracey Playle from Picklejar Communications.
Building an enduring, multi-billion dollar consumer technology company is hard. As an investor, knowing which startups have the potential to be massive and long-lasting is also hard. From both perspectives, identifying companies with this potential is a combination of “art” and “science” — the art is understanding how products work, and the science is knowing how to measure it. At the earliest stages of a company, it comes down to understanding how a product is built to maximize and leverage user engagement.
In this presentation, Sarah Tavel shares her "Hierarchy of Engagement" framework she uses to evaluate non-transactional consumer companies she is looking to invest in.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
Here at Table19, we believe that great work is only possible when clients and their agencies work together as a team. This is a presentation written by our Executive Creative Director Graham Wall, who on his first day in this industry heard the senior team he was shadowing say something he couldn’t understand: that the client had bought the wrong idea.
This set in motion a desire to understand how and why this had happened, and make sure it never happened again. This presentation details Graham’s learnings and philosophies, and shows how agencies and clients can create better work together.
What is ChatGPT and how can we use it? This is a talk given at Affiliate Summit West -- January 2023 to explain what ChatGPT is and isn't and how we can use it in Search.
All images were created using Dall-e.
Be a social CEO. Share your stories on Linkedin.Slides That Rock
Be a social CEO. Share your stories online. Your customers spend more time online. They want to connect with a company that has a human face.
Go online, do like Branson. Share your stories on Linkedin. Connect with your fans. Attract more business.
Learn how to use A/B testing to figure out the best product and marketing strategies for your business. Adopt a culture of testing everything from website copy to engagement emails to Facebook ads. Learn through a real SaaS product experiment.
The Future Of Work & The Work Of The FutureArturo Pelayo
What Happens When Robots And Machines Learn On Their Own?
This slide deck is an introduction to exponential technologies for an audience of designers and developers of workforce training materials.
The Blended Learning And Technologies Forum (BLAT Forum) is a quarterly event in Auckland, New Zealand that welcomes practitioners, designers and developers of blended learning instructional deliverables across different industries of the New Zealand economy.
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
The Five Levels of Generative AI for GamesJon Radoff
A framework for understanding how generative AI and the technologies leading up to it impact the course of games and virtual worlds--for game studios, game players, modders and within the core game loop.
Utterly content 2023 - Web content capabilities.pdfElle Geraghty
Developing the right skills for your web content team is really hard. This framework is a great place to start.
It will help both people leaders and also people who are trying to get ahead in their careers.
Presented first at Utterly Content thanks to Tracey Playle from Picklejar Communications.
Building an enduring, multi-billion dollar consumer technology company is hard. As an investor, knowing which startups have the potential to be massive and long-lasting is also hard. From both perspectives, identifying companies with this potential is a combination of “art” and “science” — the art is understanding how products work, and the science is knowing how to measure it. At the earliest stages of a company, it comes down to understanding how a product is built to maximize and leverage user engagement.
In this presentation, Sarah Tavel shares her "Hierarchy of Engagement" framework she uses to evaluate non-transactional consumer companies she is looking to invest in.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
Here at Table19, we believe that great work is only possible when clients and their agencies work together as a team. This is a presentation written by our Executive Creative Director Graham Wall, who on his first day in this industry heard the senior team he was shadowing say something he couldn’t understand: that the client had bought the wrong idea.
This set in motion a desire to understand how and why this had happened, and make sure it never happened again. This presentation details Graham’s learnings and philosophies, and shows how agencies and clients can create better work together.
What is ChatGPT and how can we use it? This is a talk given at Affiliate Summit West -- January 2023 to explain what ChatGPT is and isn't and how we can use it in Search.
All images were created using Dall-e.
Be a social CEO. Share your stories on Linkedin.Slides That Rock
Be a social CEO. Share your stories online. Your customers spend more time online. They want to connect with a company that has a human face.
Go online, do like Branson. Share your stories on Linkedin. Connect with your fans. Attract more business.
Learn how to use A/B testing to figure out the best product and marketing strategies for your business. Adopt a culture of testing everything from website copy to engagement emails to Facebook ads. Learn through a real SaaS product experiment.
How to Use Data to Drive Product Decisions by PayPal PMProduct School
Product Managers spend a lot of time thinking about our product metrics, determining which KPIs best describe our progress and what measures we can take to accelerate our success. As a new Product Manager, parsing through the ocean of data can be overwhelming and using this data to make product decisions can be a challenging task.
Deb talked about how you can incorporate data through out your product life cycle to drive product decisions, feature prioritization and long term roadmap strategy. She walked through simple use cases where data has helped Product Managers break down complex problems and arrive at simple product decisions that directly impacted their KPIs. The industry is increasingly hiring data driven Product Managers.
This presentation was held by Timo Lehes , founder of Scalemetrics.com, at Chalmers Spring Camp. It cover basics in innvation accounting, startup metrics etc.
"Stop making excuses a culture first approach to product centricity" by Jorda...Productized
Many companies understand the value / benefits of becoming a holistic, Design-driven, Product-centric organization
Jordan's PRODUCTIZED presentation outlines a playbook of culture development, helping leaders and teams to identify opportunities to LIVE these principles, to identify opportunities for their application and experience the benefits of their comprehension and use.
Great Content Matters Linkdex Think Tank 2013: Evolving Attitude to ContentPhil MacKechnie
Presentation by Phil MacKechnie (akcamiwik), Head of Campaigns & Money at MoneySupermarket. He discusses the evolving attitude to content at MoneySupermarket.com from an SEO point of view and answers 3 key questions:
- How we think about content?
- Why we’re investing in content?
- How we’ve shaped our skill set?
Event Write-up: Linkdex Think Tank “Great Content Matters” http://buff.ly/1dLhz0c
[Webinar] Innovate Faster by Adopting The Modern Growth StackOptimizely
Adopting a growth mindset requires that product teams become experts in their customers’ behavior. But often legacy technologies simply count clicks and users, and fail to provide insights that product teams need to accelerate growth.
Attend this webinar and learn how the modern growth stack can help you:
-Overcome obstacles that often prevent enterprises from moving quickly
-Use experimentation and product analytics to reduce uncertainty and increase data-driven decisions
-Design a Modern Growth Stack built from best of breed solutions to accelerate product innovation
This webinar is part of our Change the Game series.
What's the dollar value of a well-timed tweet? How do you turn a blog post into a revenue stream? Did a "like" really increase the value of my brand?
In this 1-hour webinar, industry analysts Susan Etlinger and Rebecca Lieb share their latest research on Content Marketing Performance: A Framework to Measure Real Business Impact. Using a pragmatic measurement framework, they’ll share how you can measure your content marketing and content strategy efforts, including six value propositions and sample metrics for each.
Download the full report at: http://pages.altimetergroup.com/content-marketing-performance-report.html
Watch the webinar at: http://www.slideshare.net/Altimeter/webinar-content-marketing-metrics-altimteter-group
[POMP FORUM 2015]Nujno potrebni vsebinski kazalci iz ozadja, Rebecca lieb pom...PM, poslovni mediji
Kako optimalno izmeriti učinkovitost vaše vsebine? Rebecca Lieb se bo na podlagi uspešnih študij primerov, ozrla preko že znanih merilnih praks (všečkov in prodaje) ter nam predstavila tiste, nekoliko manj očitne indikatorje učinkovitosti, brez katerih v vsebinskem marketingu ne gre.
Building Awesome Internal Products by Shopify Product LeaderProduct School
Main Takeaways:
Why building internal products presents valuable opportunities to PMs
Challenges of building internal products
Leveraging internal products to evolve your company culture
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...Jon Wuebben
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Introduction of UX/UI & Growth Hack and Management for Rapid GrowthYoshiaki Ieda
This slide explains brief introductions of UX/UI (User Experience and User Interface) and Growth Hack, and Management for Rapid Growth. This presentation was held in Japan Tech Day organized by Exabytes in Kuala Lumpur on 28th Mar 2015.
Feature Prioritization Techniques for an Agile PMs by Microsoft PMProduct School
Main takeaways:
-PMs don't need a lot of data points to prioritize the features for the upcoming sprint. They just need to identify the relevant one's.
-PMs should be skilled to strike the balance between agility in making decisions and accuracy of perceived outcomes
-PMs should be able to prioritize the feature requests with minimum data points available and optimum techniques
Using categorisation systems to choose the best IA approach - 2023.pdfElle Geraghty
We all know that testing your IA is essential to create a functioning user experience.
But prior to testing, what is the best way to decide between multiple possible IA approaches?
Thorough understanding of potential categorisation options that can be matched to your business and user needs.
Three reasons why IA is hard to get right - elle geraghty content strategy - ...Elle Geraghty
Information architecture is notoriously hard to get right. There are a bunch of reasons for this, but three really stand out:
Friction — there are many ways to create an information architecture, for example, by subject, user type or business priority.
Time — often there's no one person within the business who has full oversight of the overall content detail and purpose, so frequent consultation is required.
Evidence — stakeholders know that IA is important, but they often don’t know why or what's best practice.
A combination of these three things makes building a great IA complex and time-consuming with high stakes.
Elle Geraghty will help you develop a strategy to tackle these challenges through the lens of categorisation theory.
Elle is a consultant content strategist from Sydney, Australia who specialises in large website redesign. Over the past 15 years, she's worked with Qantas, Atlassian, the Australian Museum, Virgin Mobile Australia and the Australian government. Elle also teaches and coaches content strategy and information architecture.... and through all this work she's developed a great IA categorisation system which she'll share with you in this talk.
Wayfinding and orientation are key to people's ability to understand and trust content. In this talk, Elle Geraghty shared a framework for creating awesome information architecture using case studies and highlighting where things can go wrong.
Elle Geraghty UX Australia 2019 - 7 big content problemsElle Geraghty
Over 15 years as a content strategist Elle Geraghty has identified seven core problems that prevent organisations from nailing their content experience. This presentation outlines those problems plus concrete examples of how you can start to tackle them.
Content is the key reason anyone visits, engages with, shares, navigates through, reads, plays with and returns to your digital offering. Learn why it is so important to get content right, plus tips for setting up a super effective content strategy.
Intro to information architecture - content strategy meetup - june18 Elle Geraghty
The way we arrange content on a website is very important for wayfinding and comprehension.
The core substance of any digital offering is content, which means the ability to arrange, prioritise and categorise that content - information architecture - is an increasingly important skill.
Awesome user experience comes from awesome content experience.
We all agree empathy is essential for professional success. But how do we get better at it? I reckon if you develop your imagination by reading novels and empathy will follow!
Taking strategy and making it understandable and visible can be really hard - especially in an agile product build environment. The content canvas is a tactic to make strategy more accessible. Learn what it looks like and how it can be applied.
Ultimate qualities of a content strategist and designerElle Geraghty
Karina Smith and Elle Geraghty interviewed 12 content strategists and designers from around the world to try to find common human skills or qualities of their success.
This tongue in cheek presentation challenges people to think about sustainability in digital projects. Don't let your self get caught up in the excitement of the project kick off at the expense of its ongoing management.and vibrancy.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Fonts play a crucial role in both User Interface (UI) and User Experience (UX) design. They affect readability, accessibility, aesthetics, and overall user perception.
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
3. WHY DO WE MEASURE?
3
1. To act - to find out what is working and what
needs to be made better or removed
2. To understand how behaviour has changed
over time
3. To understand more about the people who
use our content
1. To make a pretty dashboard that is
difficult to interpret and act on
2. Vanity metric
5. 5
Google or Adobe Analytics //// Hot Jar -
heat map //// Revenue //// Campaign
monitor click-throughs //// AB test
analytics //// User testing //// Was this
helpful //// Reduction in service centre
calls //// TV and radio ratings ////
Subscriptions numbers ////Purchases
6. CONTENT QUADRANTS
Action
Shopify
ATO website
Reddit
Local Government website
Promotion
Product promotion email
Influencer post
Radio add
Search engine marketing
Bait
TikTok
Free Spotify
Commercial TV news
Gmail
Product
XBOX game pass
Skillshare
Apple News
Netflix
www.ellegeraghty.com @ellengeraghty
11. 11
INTERMEDIATE
No capacity to interpret or act on insights
either time or skills
External consultancy does it - internal team is
disconnected
Measuring things that don't matter
Tool / technique confusion
Longitudinal v point in time confusion
12. 12
Baseline
1.
What is your current state?
Action
2.
What are you going to
do to get desired
result?
Goal
3.
what percentage
increase or change
do you want
14. 14
SOPHISTICATED
Measuring at the wrong scale
Measuring all the things - data overload
No ladder or connection to business goals
Measuring something you don't have control over
No overarching approach to measurement - values, tools or
channels
20. 20
Quality
1.
How well is the content
written or created?
Effectiv-
eness
2.
Does the content achieve
stated org goals?
Value
3.
Is the content worth
the investment?
23. 23
VALUE
Is the content worth
the investment?
Content is very
expensive to create
and maintain.
24. 24
Quality
1.
How well is the content
written or created?
Effectiv-
eness
2.
Does the content achieve
stated org goals?
Value
3.
Is the content worth
the investment?
25. 25
Actions
you can
take now
1. Measure for action
2. Resource right
3. Upskill
4. Ban vanity metrics
5. Measure business
outcomes via content
goals
6. Measure less, better
27. • Analytics - page views, time on
page, bounce rate, click
through, downloads, signups
• Analytics - event tracking
• Search term analysis (Google
console etc)
• Journey tracking - Pages to
purchase
• Entry / exit tracking
• Purchase started/finished - by
attribute eg industry or role
• Heat mapping
27
MEASUREMENT METHODS
SYSTEM
USER TESTING HYBRID
• Comprehension, task or
observation based testing
(maybe using Chalkmark)
• Surveying - digital feedback
forms on website, email, in
person etc
• Service centre surveys - eg, did
you look at our website before
you called?
• Service centre call analysis - eg
record assistance subject(s)
• Behavioural analytics - eg
engagement with chat client
Chose a cross section of measurement methods