An Analytics Solution for. Rachelle Jackson Will Reese

Transcription

1 An Analytics Solution for Rachelle Jackson Will Reese

2 Coca-Cola has thousands of websites across it various brands and business units. The company is in need of an analytics solution that can advise editorial and content decisions for its websites through effective data management and visualization. It must be easy to use, responsive, and implementable with as few resources as possible. Problem 2

3 Discover Test Iterate Process 33

4 Business Intelligence v Web Analytics v Off-the-Shelf Comparative Analysis 4

5 ENGAGEMENT context t p scalable url referral average time on page drive alerts returning visitors standardize analytics sessions education DECISION facebook benchmark CONSISTENT kpi ACTIONABLE understand journey communication unique visitors twitter segments u social heat map content traffic video bounce rate events goals User Interviews 5

6 Data Action We don t need more data. We need actionability. The Problem 6

7 We are overwhelmed by information, not because there is too much, but because we don t know how to tame it. - Stephen Few, Data Visualization Expert The Problem 7

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10 Data Insight Tactical Action Strategic Impact Analyst Manager Director Decisions Use Cases 10

11 Sharon C. Brand Director Sharon leads brand development and oversees all aspects of branding and marketing. She engages in strategic planning and communicates objectives and performance benchmarks for her team. She would like to have actionable insights at her fingertips in order to make informed decisions to drive business growth. It s really helpful when I can get top line results with headlines that are easy to read and messages that stand out. Frustrations Information from too many sources Not knowing the meaning of terms Limited access to insights and reports Needs Top line actionable insights from analysts Headline-driven reporting with visuals Reports delivered directly to inbox Opportunities High-level reports available on demand Quick access to dashboards Insights and visuals that drive action Personas 11

12 Teresa F. Marketing Manager Teresa manages the activation of social media, sales, and marketing initiatives for her team. She supervises the analytics process and communicates insights to upper management. She would like to streamline the process to make it faster and easier to capitalize on insights drawn from the various analytic tools her team users. It would be awesome to spend less time analyzing the data and actually free up resources to act on the insights. Frustrations Too many tools and agencies Disconnected data Dependency on Excel Unable to export reports Needs Data access in one source Generate reports in various formats Insights for meeting business goals Opportunities Quick access to multiple data sources Interactive report generation High-level insight with ability to drill down Personas 12

13 Kelly O. Content Strategist Kelly monitors the web content for Coca-Cola s Journey site. She is tasked with analyzing and communicating how the KPI s for the site are performing. She would like a tool that allows her to easily monitor metrics and effectively communicate insights to her colleagues and managers. If I had a way to quickly view the metrics, that would make it a lot easier for me to answer questions. Frustrations Lack of transparency Waiting on reports No standardization for key metrics Communicating metrics to others Needs Open access to metrics and data Ability to quickly see important metrics Clear way to communicate metrics Opportunities On demand reporting Annotations to add context Ability to communicate via alerts, sharing, and reporting Personas 13

14 The Work Day Kelly O. Content Strategist Tweet Make a list of tweets with urls and timelines Newsletter Send out newsletter to different groups Check In Check and alerts SEO Edit paid campaign and monitor performance Plan + Review Plan and review events, social, and content 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 6 Tweets sent through out the day 2 Requests for information on social media stats User Story 14

15 I would just keep it open throughout the day. It would be useful to have this in a meeting. User Story 15

16 Excited + Skeptical Receives training in KOLytics Learns about goals and benchmarks for team Wants to know how other teams are using analytics Learns about new web analytics interface DISCOVERY INTEREST Sets up dashboard to track web analytics Hopes that unified analytics reporting will break down barriers Wonders if unified web analytics will lead to better communication and understanding Happy + Empowered Eager + Hopeful Higher team morale and validation Better understanding of analytics company wide Able to meet goals and achieve continued success REWARD Gets actionable insights for better decision making Uses dashboard daily to monitor web analytics ENGAGEMENT Sets alerts and reminders to check analytics Makes annotations for meaningful numbers Sends out reports to colleagues Relieved + Confident Journey Map 16

17 Integrated Approach Access to multiple databases in one source Visual Data Exploration Various metric options Role-based Reporting User-level access Scalable User -> Team -> Enterprise Responsive Interactive communication with notifications and alerts Customizable Personalized dashboards for specific user needs Solution 17

18 Card Sorting 18

19 Sketching 19

20 Sketching 20

21 Iterations 21

22 First Iteration Change 'weeks' to corresponding months on time range categories Change gear icon on metric to vertical dots Add move icon Change to opt-in (instead of opt-out) and move to the dashboard settings Move visibility, share, reminders, edit name to dashboard settings (gear icon) Use checkboxes instead of radio buttons on report selections Move custom dashboard option to first in list (add plus icon) Use 'Create' on dash and accordion Add plus sign on create icon box Add 'Type' to 'Assign a Metric Second Iteration Add pencil to report preview Change home to Select Your Dashboard Add job titles to employee dashboards in gallery Iterations 22

23 First Iteration Change 'Send' to 'Save' when adding an annotation Change bottom bar (to match convention of global navigation) Move message and annotate icons off of global navigation Add time period for metric Add Log Out Add Opening home panel of all metrics Second Iteration Change + icon to icon on iphone Sketch 9:41 AM 100% Sketch 9:41 AM 100% Sketch Cancel Journey Engagement NEI Distribution 28 75% 25 25% Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 AVERAGE 678 < 250 > 1000 Social Sharing 0% SEO Social Top Page Views Facebook 23% StumbleUpon 34% LinkedIn 15% How to Order a Twitter 17% Coke Bottle With Pinterest 10% Bounce Rate 55 % PAGE TITLES VIEWS Save Cancel 9:41 AM 100% Message Send To: philip@coca-cola.com Cc/Bcc, From: kelly@coca-cola.com 55 % Last Week 50% Annotation Sketch Last Week Bounce Rate 100% % Bounce Rate Journey Engagement Referral Traffic :41 AM % Subject: 2/12 Social Sharing from Journey Phil, Check out the amount of social sharing for today! That story is kiling it! Thanks, Kelly Journey Website The Bounce Rate decreased. Looks like the new landing page is working. Your Name on It Sent from my iphone Social Sharing Last 24 Hours q w e Avg. Time on Page 3 m 28 s 24% r t y u i o p Journey Website a s d 5/10 z f g h j k l x c v b n m Facebook 23% StumbleUpon 34% Q W E R 32,99 T6 Y U 9,047 LinkedIn A S D F G 15% H J 5,322 Twitter Z I O P K L 17% 5,318 Pinterest X C V B N M 10% 1, space return 123 Journey Website space return Iterations 23

24 That s useful filtering the dashboard. Being able to send it out is a nice feature. Reporting is good. A lot of tools don t give that option. It s nice to see other people s dashboards and see what they are doing. This is not a one off. People will come here hundreds of times. User Testing 24

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26 Desktop Prototype 26

27 Sketch 9:41 AM 100% 12:00 Analytics Journey Engagement NEI Distribution Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 < 250 AVERAGE 678 > % 75% 50% 25% 0% Referral Traffic SEO Social Journey Engagement NEI Distribution Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 < 250 AVERAGE 678 > % 75% 50% 25% 0% Referral Traffic SEO Social Social Sharing Facebook 23% StumbleUpon 34% LinkedIn 15% Twitter 17% Pinterest 10% Top Page Views PAGE TITLES How to Order a Coke Bottle With Your Name on It VIEWS 894 Social Sharing Facebook 23% StumbleUpon 34% LinkedIn 15% Twitter 17% Pinterest 10% Top Page Views PAGE TITLES VIEWS How to Order a 894 Coke Bottle With Your Name on It Bounce Rate 55 % Avg. Time on Page 3m 28s 24 % Bounce Rate 55 % Avg. Time on Page 3m % s Visitors Visits 40% 3, K 60% 65 K GOAL Country/Territory Device Type 874,239 39% Mobile Prototype 27

28 Future Considerations Expand platform to include integrations from other company-wide team functions! Freestyle Discovery Analytics, Sales Data, Operations and Supply Chain, etc. Report comparison to other teams Real-time Tracking User Flow Tracking Messaging Numbers have an important story to tell. They rely on you to give them a clear and convincing voice. - Stephen Few, Data Visualization Expert Future Considerations 28