Expanding Analytics

>
 Expanding
 Analy.cs
 <
 
Expanding
 web
 analy/cs
 
  with
 visual
 analy/cs
 
 

Twi4er
 @datalicious
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

2
 

>
 Smart
 data
 driven
 marke.ng
 
“Using
 data
 to
 widen
 the
 funnel”
 

Media
 A4ribu.on
 &
 Modeling
Op.mise
 channel
 mix,
 predict
 sales
 


 

Targe.ng
 &
 Merchandising
 
 
Increase
 relevance,
 reduce
 churn
 

Tes.ng
 &
 Op.misa.on
 
Remove
 barriers,
 drive
 sales
 

Boos.ng
 ROI
 
July
 2012
  ©
 Datalicious
 Pty
 Ltd
  3
 

Analy.cs
 informing
 design
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

4
 

>
 New
 approach
 to
 web
 design
 
§  Standard
 approach
 
–  Analyst
 iden/fies
 issue
  and
 briefs
 agency
  –  Agency
 develops
 new
  designs,
 trashes
 some
  –  Agency
 or
 developers
  implement
 new
 design
  –  Some/mes
 mul/ple
  designs
 are
 tested
 
 

§  Try
 something
 new
 
–  Analyst
 iden/fies
 issue
  and
 briefs
 agency
 (incl.
  current
 heat
 maps)
  –  Agency
 develops
 new
  designs
 and
 tests
 them
  (predic/ve
 heat
 maps)
  –  Winning
 designs
 are
  developed
 and
 tested
  (incl.
 new
 heat
 maps)
  –  Top
 performing
 design
  is
 implemented
 
5
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

1.
 Iden.fy
 problem
 pages
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

6
 

2.
 Implement
 heat
 maps
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

7
 

>
 Eye
 tracking
 vs.
 mouse
 tracking
 
§  Eye
 tracking
 pros
 
–  100%
 accurate
  –  Controlled
  environment
  –  Open
 dialogue
 

§  Mouse
 tracking
 pros
 
–  Natural
 environment
  –  No
 observer
 effect
  –  Global
 par/cipa/on
  –  Low
 cost
 

§  Eye
 tracking
 cons
 
–  High
 costs
  –  Limited
 scope
  –  Observer
 effect
 
July
 2012
 

§  Mouse
 tracking
 cons
 
–  No
 pre-­‐defined
 tests
  –  No
 research
 control
  –  No
 visitor
 feedback
 
©
 Datalicious
 Pty
 Ltd
  8
 

>
 Segmented
 heat
 maps
 are
 key
 

Independent
 research
 shows
 84-­‐88%
 correla/on
 between
 mouse
 and
 eye
 movements*
 
July
 2012
  ©
 Datalicious
 Pty
 Ltd
  9
 

Heat
 map
 for
 new
 visitors
 vs.
 exis.ng
 customers
 

July
 2012
 

Implement
 heat
 maps
 on
 selected
 pages
 only
 
©
 Datalicious
 Pty
 Ltd
  10
 

3.
 Quick
 test
 mock-­‐ups
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

11
 

PROMINENT
 HEADLINE
 THAT
 USES
 COLOUR
  HIGHLIGHTS
 TO
 FOCUS
 VISITOR
 ATTENTION
 
iPhone
 4S
 picks
 up
 where
 amazing
 le_
 off.
 It's
  the
 fastest,
 most
 powerful
 iPhone
 ever.
 It
  features
 an
 8-­‐megapixel
 camera
 with
 all-­‐new
  op/cs.
 It
 records
 stunning
 1080p
 HD
 video.
 It
  comes
 with
 iOS
 5
 and
 iCloud.
 And
 it's
 the
 only
  phone
 with
 Siri-­‐your
 intelligent
 assistant
 that
  helps
 you
 get
 things
 done,
 just
 by
 using
 your
  voice.
 More
 info
 ...
 

Chris.an
 Bartens:
 Great
  phone,
 awesome
 value,
 
  this
 deal
 changed
 my
 life!
 

BUY
 NOW
 
July
 2012
  ©
 Datalicious
 Pty
 Ltd
  12
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

13
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

14
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

15
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

16
 

4.
 Test
 best
 designs
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

17
 

5.
 Verify
 test
 results
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

18
 

Tip:
 Targe.ng
 before
 tes.ng
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

19
 

>
 Targe.ng
 before
 tes.ng
 is
 key
 
Purchase
  Cycle
  Visitor
 segmenta.on
 based
 on:
 Referrals,
 
  search
 terms,
 ad
 clicks
 and
 website
 behaviour
  Prospect:
  Product
 A
  Acquisi.on
  message
 A1
  Acquisi.on
  message
 A2
  Acquisi.on
  message
 A3
  Prospect:
  Product
 B
  Acquisi.on
  message
 B1
  Acquisi.on
  message
 B2
  Acquisi.on
  message
 B3
 
©
 Datalicious
 Pty
 Ltd
 

Customer:
  Product
 A
  Acquisi.on
  message
 C1
  Acquisi.on
  message
 C2
  Acquisi.on
  message
 C3
 

Customer:
  Product
 B
  Acquisi.on
  message
 D1
  Acquisi.on
  message
 D2
  Acquisi.on
  message
 D3
 
20
 

Default,
  awareness
  Research,
  considera.on
  Purchase
  intent
 
July
 2012
 

Tip:
 Don’t
 reinvent
 the
 wheel
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

21
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

22
 

Tip:
 The
 li4le
 things
 count
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

23
 

>
 It’s
 the
 small
 things
 that
 count
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

24
 

Tip:
 The
 phone
 s.ll
 rings
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

25
 

>
 Use
 unique
 phone
 numbers
 
2
 out
 of
 3
 callers
  hang
 up
 as
 they
  cannot
 get
 their
 
  informa/on
 fast
  enough.
 
  Unique
 phone
  numbers
 can
  help
 improve
  call
 experience.
 

July
 2012
 

©
 Datalicious
 Pty
 Ltd
 

26
 

[email protected]
 
  blog.datalicious.com
 
  twi4er.com/datalicious
 
 
July
 2012
  ©
 Datalicious
 Pty
 Ltd
  27
 

Contact
 me
  Learn
 more
  Follow
 me
 

Data
 >
 Insights
 >
 Ac.on
 

July
 2012
 

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 Datalicious
 Pty
 Ltd
 

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