Presentation in Bangkok Indesign User Group At Bangkok Center Hotel, Thailand on August 17,2013. Talking about the Design, UX/UI and Analytic system.

1. © 2013 Kajorn Bhirakit All Rights Reserved.
BANGKOK INDESIGN USER GROUP MEETING
Digital Publishing
More Than Your Expectation
17 August 2013
#CREATENOW

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#createnow #bkkidug

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Starting point

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Supree Thongpetch
ISO Expert, ISO TC130
Chapter Representative, Bangkok Indesign User Group
Adobe Digital Publishing Suite (DPS) Specialist
New Media Group Member, Idealliance (G7)
Cross Media Group Member, GWG

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Make a thing right

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Misunderstood of the
“Publication App”

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Magazine
TV
Newspaper
Youtube
Facebook
Twitter
Instagram
Google+
Digital
MagazineRadio

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Magazine
TV
Newspaper
Youtube
Facebook
Twitter
Instagram
Google+
Digital
Magazine
Radio

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Engagement
Magazine
Instagram
Youtube
Facebook
Twitter
Google+
Newspap
er
TV
Radio
Digital
Magazine

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Communication is not
Enough,
Action is important

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Storytelling
No serial storytelling anymore
All is about “Complex Storytelling”

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Story
Book
Reading
Blog
Reading
Watching
TV
Watching
Youtube
Watching
Comment
Vimeo
Watching
Comment
Twitter
Comment
Re-tweet
FacebookComment
Share
Like
Google+
Comment
Share
Instagram
Comment
Like
Wiki
Reading
Share

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Story can drive Action

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Customers are
motivated to engage
with the story

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“More Than” Concept
More Than A Reading Experience, Kajorn Bhirakit
More than Interface Design, Chaiyarat Soontornprapee
More Than an E-Publishing, Supree Thongpetch
The Reaction of Content, Methus Bhirakit
More Than Your Assets, Bundit Wangwiwatsilp

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Kajorn Bhirakit
Adobe Community Professional
Chapter Representative, Bangkok InDesign User Group
Thai Adobe User Group Manager

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Chaiyarat Soontornprapee
Adobe Influencer
Adobe Certified Associate certifications
Independent Graphic and Web Designer
Design Consultant

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Methus Bhirakit
Co-Manager, Thai Adobe Flash Platform
Software Developer and Data Analyzer, Sirimedia Co.,Ltd.

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Bundit Wangwiwatsilp
Adobe Digital Publishing Suite (DPS) Specialist
Adobe Creative Cloud Certified Partner
Elvis Platinum Partner
General Manager, Colour Doctor Co.,Ltd.

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More Than an
E-Publishing
Supree Thongpetch
Methus Bhirakit

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The road ahead
Creativity
v
Data Analysis
v
Personalization

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Data to Information
To improve our content
To improve our design
...
Match what readers want

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Question about Analytic
Download number didn’t tell us anything
On Facebook - Like and Talking about this
Many marketers believe in and have high
expectation in Digital Marketing but only 6%
execute

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Measuring Method
The missing piece

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Measure What they thought
Notice
Remember
Understand
Believe

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Measure What they did
Ask for more
Subscribing
Purchasing
Referring a friend

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Print Media
Compare media based on audience and cost
Cost of 1 ad x 1000
Circulation
CPM =

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Broadcast Media
Cost of 1 unit of time (commercial) x 1000
Number of prospects reached by a given
program or time period
CPM =

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Internet Ads
Measure by “Click”
Cost
Click
CPC =

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Digital Publishing
We don’t have it yet!

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New Media with New Idea
Keeping the traditional way of measure (CPM)
Integrated a digital measuring (CPC)
Add up a new measuring function

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Cost Per Action*
CPA = Cost Per Action
[{x*(CPC*Click)}+{y*(CPM*Page View)}]
{(x*Click)+(y*Page View)}*avg.Time
spending
**x:y = Ratio between page view and interaction
CPA =

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Why do we need CPA?
Measuring method for Digital Advertising
This is a first time that Media price is related to
Design, Normally used circulation
Design for data capturing is more powerful than
the eye catching
“Time Spending” is a Key factor, and it is depend
on the creative skill

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Control Center
Digital
Publishing
Action State
Activities
Location
Country
City
Time
Spending
Interaction
Playing Reading
Ask
E-mail
Subscribe
Register
Purchase
E-Commerce
Refer
Social
Network
Mental State
Notice Remember Understand Believe

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Creative Skill?
Interactive design
User Experience
User Interface
[Making an App not Magazine]

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Relational Method
User action is an important
User interesting then interact
Design for Interaction
More interaction is more time spending
More time spending using more design skill

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Measuring tool
Omniture
Google Analytic
Custom made

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Combination of Success
Design + Analytic functionality

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When we start
measuring
Methus Bhirakit

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Measurement
Reader (Number, Location, Behavior)
Download
Subscriber

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Build the analytic system
Metadata approach
Custom tag approach

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Custom tag approach
Embed custom script into Folio
Can access all data
Limitation
Real-Time analytics

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Problem
The understanding of metadata
Unclear tag
Different between Adobe and PHP session
Adobe session can be resume
Inaccurate reading time duration

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Data Collection
Application
Time
Duration
Location Issue
Time
Duration
Location Page
Time
Duration
Location Element
Time
Duration
Event
Event

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Sourcing
Apple
App/In-app Download
API Provided (autoingestion)
Adobe
Issue Download
No API

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Sourcing
Google
Pageviews, Location, Time Duration etc.
API Provided (Limit I/O Request)
Custom
Everything that can be tagged

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Data visualization
Google

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Data visualization
Kendo UI

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Thank you