Post on 12-Nov-2014
description
Partner, Web Analytics Demystifiedmichele@webanalyticsdemystified.com
@michelejkiss
MICHELE KISS
WHAT THE “QUANTIFIED SELF” MOVEMENT TEACHES US
ABOUT ANALYTICSABOUT MARKETING
ABOUT PERSONALISATIONABOUT TARGETING
ABOUT PRIVACY
ABOUT TECHNOLOGYABOUT SOCIAL MEDIA
@michelejkiss
Global leader in digital analytics consulting
WEB ANALYTICS DEMYSTIFIED
We literally wrote the book(s) on digital analytics!
@michelejkiss
@michelejkiss
WHAT IS “SELF QUANTIFICATION”?WHAT DO PEOPLE MEASURE?
WEIGHT
STEPSACTIVITIESBLOOD PRESSURE
SLEEPLOCATION
FOOD & DRINK
LIGHT EXPOSURE
GLUCOSE LEVELS
RESTING HEART RATE
RUNNING
@michelejkiss
WHAT DO I MEASURE?
WEIGHT
STEPSACTIVITIESBLOOD PRESSURE
GLUCOSE LEVELSSLEEPLOCATION
FOOD & DRINK
LIGHT EXPOSURE
RESTING HEART RATE
RUNNING
@michelejkiss
@michelejkiss
WHAT HAVE I LEARNED?
(And what does this have to do with analytics?)
@michelejkiss
1. DATA IS ONLY VALUABLE IF YOU USE IT TO MAKE BETTER DECISIONS
@michelejkiss
SO WHAT?
@michelejkiss
@michelejkiss
2. MEASUREMENT HOLDS YOU ACCOUNTABLE
@michelejkiss
“I went to the mall. That’s, like, totally
cardio.”
Distance 6.08miPace 9:37min/mile
Calories burned 657
@michelejkiss
3. GOOD DECISIONS DON’T REQUIRE PERFECT DATA
@michelejkiss
“steps” ≈proxy for all activity
how many “steps”did I take on
my bike?!
@michelejkiss
DOES THAT MEAN IT’S ALL USELESS?NO! We care about the trend.
We care about more than just one data point
@michelejkiss
4. NUMBERS WITHOUT CONTEXT ARE USELESS
@michelejkiss
8,94310,000
89%... move more
@michelejkiss
5. IT’S NOT ABOUT ONE DATA SET...
IT’S ABOUT THE WHOLE PICTURE
@michelejkiss
MY ECOSYSTEM...
@michelejkiss
6. BUT USE THE RIGHT TOOL FOR THE JOB!
• Summarised view of all activities
• Central point of integrated data
• Detailed data about one specific activity
WHO CARES?
@michelejkiss
1. Niche Mainstream
WHO CARES?
@michelejkiss
8.3 million fitness trackers, smart watches, and smart glasses sold in 2012
Expected to grow to 64 million within four years!
@michelejkiss
They even make them for dogs…!!
@michelejkiss
2. Part of a general trend of consumer use of dataWHO CARES?
Consumer’s personal use of data can help them become comfortable with business data use
@michelejkiss
Marketing opportunity Privacy considerations
NEED CAREFUL BALANCE
@michelejkiss
@michelejkiss
Very personal data
@michelejkiss
WHAT CAUTIONS MUST WE HEED?
@michelejkiss
1. CAN’T BE “DO FIRST, ASK PERMISSION LATER”
@michelejkiss
2. GET IT RIGHT THE FIRST TIME
If we blow it the first time, we will never get another chance
@michelejkiss
REQUIRES ...
• Planning• Defining data needs• Consumer feedback• Betas• Flawless execution
@michelejkiss
3. MUST HAVE CONSENT• Opt-in, not opt-out
@michelejkiss
4. CRYSTAL-CLEAR TRANSPARENCY
[Don’t be creepy!]
• What did I do to trigger this message?
• Easy, comprehensive feedback options- On an individual
message- As a whole
• Don’t require a PhD in Privacy Settings ...
@michelejkiss
@michelejkiss
THAT MEANS ... Speak clear, plain English!
Not this
(9,176 words)
@michelejkiss
5. CUSTOMISABLE PRIVACYSpecific data sources•My weight or genetic test results vs. ‘active time’!With who•Family vs. doctor vs. friends vs. businesses
@michelejkiss
PRIVACY IS NOT AN ON / OFF
@michelejkiss
IT’S A SPECTRUM
Totally private
Totally public
@michelejkiss
Only me PublicDoctor, Spouse
Close family & friends
All friends Companies
Exercise
Location
Weight
@michelejkiss
6. DON’T GET GREEDY
@michelejkiss
• Don’t over collect • Use only for intended purpose!
Privacy Amendment (Enhancing Privacy Protection) Act 2012
6 Australian Privacy Principle 6—use or disclosure of personal informationUse or disclosure
6.1 If an APP entity holds personal information about an individual that was collected for a particular purpose (the primary purpose), the entity must not use or disclose the information for another purpose (the secondary purpose) unless:(a) the individual has consented to the use or disclosure of the information
@michelejkiss
>CUSTOMERVALUE
BUSINESSVALUE
Partner, Web Analytics Demystified
michele@webanalyticsdemystified.com@michelejkiss
MICHELE KISS