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What is the context?
Dont forget human intuition.
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ANALYSIS: ISSUES TO CONSIDER
● How many data points is statistically significant?
● What time period is sufficient for analysis then action?
● All hypotheses are dangerous● How should we test our theses?● How to balance #s with politics?
ANALYZE: Content● # of Visitors / tour / language● # of Visitors / stop / language● Visitors / tour (floor / tour type)● Visitors / language● Most listened vs. least stops● # of canceled Stops / tour / language● Detailed activity / tour (canceled vs. completion)●
IN-APP A/B TESTING
● Comparing (2) tours (Temp/Perm) at the same site:○ # Visitors / tour / language○ # Visitors / stop / language○ Most vs. least listened stops
What content conclusions can be made when the most vs. least listened to stops vary significantly by language?
● Time on-the-ground qualitative research with data analytics analysis
● Draw conclusions from comparisons of qual research + analysis ● Propose changes to test hypotheses (duration, content,
speaker/tone, placement, UI, design, relationship to other content, etc.)
● An iterative approach: A/B test on a select # of devices ● Collect, analyze, share again!
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