Don’t just collect data for data’s sake

#DMWF

REPORTING SQUIRRELS ANALYSIS NINJAS

Data Application

Apply data as an input into your work

40%40%10%10%

Source

“The most important thing is not the analytics tools and techniques that people learn, but that they internalize that unless an analysis has an impact (that is, something changes due to the analysis – whether it be a product, a metric, a process, or a decision) it’s a waste of time. You’ve got to get people to act on the analysis, and make data part of their standard operations.”

Ken Rudin Former Head of Analytics @ Facebook Current Head of Growth and Analytics for Search @ Google

CHANGE A METRIC1

CHANGE A PRODUCT2

CHANGE A BEHAVIOR3

E-mail: Increased subscription rate by 250% in 2 months, focusing on key markets in Brazil and Central Europe

CHANGE A METRIC Increase subscription rate

Lead gen: Identified trends in content consumption and interest in target audience

CHANGE A PRODUCT New commercial opportunity within existing product

Analyzing data

Return visits on weekends

Weekend Edition

A new morning briefing from the editors of The Economist

Brand new content delivered 6 days a week

Source

CHANGE A BEHAVIOR Increase content engagement

CHANGE A METRIC Use feedback to change product focus

MICHAEL HANSEN

JENNIFER HANSEN

CHANGE A PRODUCT Use feedback to change product focus

DAY 0 DAYS 1-14 DAY 30

Connect a source

Build a report

Build a dashboard

Blend sources

98% 87% 95% 100%

91% 67% 81% 37%

87% 71% 81% 36%

Yes

No

Not sure

CHANGE A PRODUCT Use feedback to change product focus

UX product design research

More support resources on how to blend sources

CHANGE A BEHAVIOR Encourage “healthy” product behavior

Enable feature

View pre-built reports

Create custom reports

Create dashboard

View weekly

⬆6%

⬆10%

⬆4%

Marketing-powered product adoption

Email messaging based on individual user’s product usage

⬆17%

WHAT? Define “what” questions you seek the answers for

HOW MUCH? Set KPIs and what’s bad / average / good performance

HOW TO? Design your experiment with your end report in mind

REALLY? Report on your KPIs but look holistically

4 STEPS FOR ANALYSIS NINJA-STYLE EXPERIMENTS

“Measure what is important; don’t make important what

you can measure.”

Robert McNamara

QUESTIONS? COME BY OUR STAND