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ON REAL-TIME ANALYTICS Michael Dlugosch, Strategist MVV, Helsinki, September 2012

Real-time Analytics

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This presentation was held by our strategist Michael Dlugosch in Markkinointiviestinnän viikko 2012

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Page 1: Real-time Analytics

ON REAL-TIME ANALYTICS

Michael Dlugosch, Strategist MVV, Helsinki, September 2012

Page 2: Real-time Analytics

WHY IT’S COOL

IT IS DATA-RICH Source: http://www.marinetraffic.com

Page 3: Real-time Analytics

WHY IT’S COOL

IT EMPOWERS YOU

Source: http://www.marinetraffic.com

Page 4: Real-time Analytics

WHY IT’S COOL

IT CRETES A SENSE OF “NOW”

Source: http://www.socialinsights.com.au/blog/23-chat/111-right-here-right-now

Page 5: Real-time Analytics

WHY IT’S COOL

IT IS CAPTIVATING Source: http://www.mallenbaker.net/csr/post.php?id=443

Page 6: Real-time Analytics

REAL-TIME ANALYTICS

Source: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1638635&topic=1638563&ctx=topic

= DATA-RICH

= EMPOWERING = URGENCY

= CAPTIVATING

Page 7: Real-time Analytics

WHAT YOU CAN DO WITH IT (AS GOOGLE PUTS IT)

Source: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1638635&topic=1638563&ctx=topic

Page 8: Real-time Analytics
Page 9: Real-time Analytics

Source: Google Analytics real-time for frantic.com

Page 10: Real-time Analytics

WHAT YOU WANT TO SEE Traffic Source Your latest post on Facebook, targeting

your audience located in the UK

Landing page A specifically designed page on your site

Call-to-action Leading to a “Buy now” page

A button labeled “Submit your order”, or, better:

Conversion point

The page saying “Thank you for your order”

Page 11: Real-time Analytics

YOU BUILD FILTERS Traffic Source Your latest post on Facebook, targeting

your UK audience

Landing page A specifically designed page on your site

Call-to-action Leading to a “Buy now” page

A button labeled “Submit your order”, or, better:

Conversion point

The page saying “Thank you for your order”

YOUR FILTERS … but only one from each type!

(Sorry!)

Page 12: Real-time Analytics

SO YOU SELECT CAREFULLY

Landing page A specifically designed page on your site

Call-to-action Leading to a “Buy now” page

A button labeled “Submit your order”, or, better:

Conversion point

The page saying “Thank you for your order”

As you can’t have it all, you need to select one of these three filters. You can choose which two parts of this information you want to to leave out.

Those who have clicked the link on Facebook X

Those who have clicked the “Buy now” button on the landing page X

Those who have ordered from you X

Page 13: Real-time Analytics

WHAT YOU MAY END UP WITH: Be careful: every filter you define creates an exclusive criterion. Only if ALL criteria are met, you will see a count on your “Real-time” page.

What can you do ? Set up a Tweet about your campaign on Facebook? Contact your UK customers with a newsletter? Ask your copywriters to change the copy on the Facebook campaign? Or on the landing page?

If everything turns pear-shaped, you keep watching the big “0” on this screen all day long. Of course: “Updated continuously and in real-time!”

=> Looking at real-time data is only worth the effort if you are able to do something about what you see in real-time!

Page 14: Real-time Analytics

WRAPUP Deep analysis is not done in a split-second. Neither are decisions made in real-time. Nor can a design be revamped in real-time.

With the tools currently at hand, visit volumes matter much more than well defined deep conversion funnels.

Base your needs on your ability to change things, not on the availability of data.

If you are trying to follow complex (or: unlikely) conversion funnels, buried deep in your site: be prepared to not see any data for your filter set.

The inevitable data splintering limits the depth of insights you can derive from your data.

And remember: while you are staring at the big “0” on your screen, other important things may happen around you – and you may not even notice.

Page 15: Real-time Analytics

WHY IT MATTERS

WHILE YOU HAVE BEEN LISTENING TO THIS PRESENTATION, 85 PEOPLE HAVE LOOKED INTO THIS SHOP WINDOW.

THANK YOU! I am Michael Dlugosch, a Strategist at FRANTIC.

I am reading my email here: [email protected] I am blogging here (rarely, though): michael.westendintie.net Occasionally, I am tweeting as: scrutinizer20

Source: http://flickr.com/photos/marcdalio/

Page 16: Real-time Analytics

APPENDIX: SPEAKER NOTES [Note: in its original format, this presentation used small "animations" to highlight certain elements on the page. In PDF format, you will see the last state of the slide. There are no overlays, but the sequence of appearances can only be indirectly seen from the speaker notes (they appear as [1], [2], [3], ...) MD, Septembr 2012.] -- slide 1 (title) Let’s start from the aspect of “Real-time”, not from the “Analytics” angle.. The possibilities for data mashups are immense. We can easily say that only since connected computers have been around the possibility to capture a rich amount of real-time data sent from a machine to another machine. Let’s briefly look at the characteristics of this digital“Real-time world”. -- slide 2 (marinetraffic.com: Data rich) [click]: It is data-rich. An incredible amount of data, all at your disposal. This bird’s eye visualization cover over 300 moving vessels and about 230 anchored or moored vessels, together with navigation aids. With a term coined by the German media philosopher Norbert Bolz, we are looking at a stage for “panoramic apperception” here. Panorama as in “all + view”; “apperception” in the sense of “perceiving something as part of a context”. -- slide 3 (flightradar24.com: you make your own choices for data and context) [click]: It allows you to select YOUR focus. We call this principle of increased involvement “immersion”, and it is mostly reached by a structured offer of selection possibilities, which enrich the context. -- slide 4 (100+ hours uploaded to YouTube. "Now") “Real-time” display of data as well can tell you what you are missing elsewhere. Although our ability to deal with highly complex and abstract circumstances has increased tremendously since the early ages of mankind, our advertence or ability to concentrate our attention hasn’t increased in the same proportion. Concentrating on the “Now”, on the current moment, has become awfully hard, as there so many other things that can draw our attention. And this is exactly why it is so attractive: devoting undivided attention to something has become a luxury. And real-time data just has that certain touch of "urgency" and "relevance" to it. -- slide 5 (Captivating) [click]: As real-time data continuously updates, your view changes from minute to minute. The immersive character of a constantly changing input to your perception is soothing. Equally soothing as the luxury to only concentrate on one thing at a time.

Page 17: Real-time Analytics

APPENDIX: SPEAKER NOTES -- slide 6 (Google Real-time: what it is) About a year ago, in late September 2011, Google Analytics launched “Real Time”. There are several other “real-time” products out there, so this one here only serves as an example. When looking at Google’s own words on what this is good for, we see the same main points: [1] data-rich [2] empowering [3] urgency [4] captivating. It is important to understand that these properties don't belong to the realm of Analytics, but to the Real-time realm. -- slide 7 (Google Real-time: what you can use it for) Here are a few words from Google about what you can use this data for. Same story here: : [1] data-rich [2] empowering [3] urgency [4] captivating And some context for you. The first one especially for your marketing department: [5] campaigns. Here's one for your content owners: [6] site changes (the bread-and-butter point: improvement). And one for your Web Manager [7] your traffic (that’s what it all of you want: MORE people spending quality time on your website) -- slide 8 (2361 active visits) So far, so good. Start drilling into things in real time. Discovering great insights from observing your visitors. What a promise! -- slide 9 (If you have a B2B website: 1 visit) Well: If you are lacking traffic volumes on your website, real-time won’t help you to derive much insight. To derive anything from this small data set would be plain madness. But: even if you have more traffic volume on your site: as soon as you are looking at a particular page or campaign in real-time, you have a rather small subset of data to chew on. Here’s why: -- slide 10 (campaign planning) When you are planning a social media campaign, you plan at least the first two things in this list. But if you want your users TO DO something something specific on your site, you need to look at all four points in this list.

Page 18: Real-time Analytics

APPENDIX: SPEAKER NOTES -- slide 11 (building filters) As an experienced GA user, you start building filters. One for traffic from Facebook.com. [1] One for your target audience in the UK. [2] One for people clicking from Facebook through to the landing page on your site. [3] One for people who click from the landing page through to the order form. [3] One for people who finally conclude the order. [3] Or something like this. [4] Here’s the downside: You got your filters [5]. But you cannot use them all at once. [6] -- slide 12 (reducing filters) So: you need to sacrifice your information needs in favour of the tools’ ability. Funnel step data? Funnel drop-off analysis? Not for real time data. Not with this tool. -- slide 13 (what's left) Real-time only shows you whether or not people come to your website as you would expect. This involves (and expresses) risk. The more advanced you plan your conversion funnel, the more likely it is that you won’t get any data [1]. Carefully weigh your options [2], when considering what you can do to counteract. [3] Here’s one sound piece of advice for you when it comes to all that hype around “real-time analytics”: only look at data in relation to the time you need to change things. -- slide 14 (Wrapup) -- slide 15 (Fin)