The second day at XChange started with a new round of huddles. I was part of the huddle led by Isabelle Mouli-Castillo from Dell on “How to measure your site efficiency when it is not just about conversion?”.
Participants were both interested by lead generation-type and e-commerce-type sites. The conversation started on customer experience measurement, which can be measured by specific tools like eTracker,OpinionLab, Clicktale, Sessioncam, Kissinsights. These tools may also be used to assess the Net Promotor Scores. 3 main things may be performed with qualitative tools: 1. Brand awareness measurement, 2. User experience and 3. Broad site survey (interests, needs, demographics, etc…). One participant shared that they are using a 5 point scale in order to understand the customer journey : Search -> Get Inspired -> Get information -> Order -> After Sales. Micro-conversion points are defined for each of these 5 points. The discussion moved next on E-support, where it is difficult to find meaningful KPIs. Time spent on site, dwell time, repeat visitation may be used, but it is difficult to relay these metrics with user satisfaction and site efficiency. It is also difficult to relay consumption of content to conversion for high-end products. Search usage is important to measure self-help site sections. In general, conversion rate shouldn’t be analyzed without segmentation based both on visitor profile and visitor behavior. Off-line conversion for web sites may also be measure with click-to-call and click-to-chat features, as well as specific telephone numbers for the websites. One participant shared that one of his customer is using different 800 numbers on product pages in order to track their efficiency.
My second huddle was led by Alex Emberey, Thomas Cook, on the topic “Social Media Today: Tools and Metrics”. Social Media may be measured by using reach as the first step of the social conversion funnel. Reach is an interesting metric but not really useful, since a tiny minority of your followers are seeing your tweets on Twitter (about 16 %). The number of likes and fans are also used as a proxy for benchmarking with the competition. Fans worth depend on how your acquire them, how you engage with them and what they do. The issue is more on how are we resonating with people on Facebook, Twitter, etc… than the actual number of fans. Metrics that should be shared across platforms: content amplification (RTs, shares, etc…) than can be compared with competitors. It remains difficult to measure the long term impact of Facebook. Social media needs also to be put into consideration in the attribution models and we need to understand the impact of social actions in the longer customer journey. The issue with installing monitoring tools is that there might not be any comment and interaction with content produced by marketers. You have to look at the audience you want to attract, because there might be bad traffic and some comments may not be worth at all. One of the biggest challenge is to get a significant sample. You spend a lot of time to weed out non-significant comments and contributors. More easy to mine the data when you own the community that is of interest to you. Direct clicks are not necessarily representative of all traffic and you need impressions to balance it. Finding correlations between quality of social traffic and economic value is the right way to approach social media performance. A few metrics: applause rate (% of likes), amplification rate (% of shares / RTs) and conversation rate (% of conversations). As analysts, we have also a duty to sanity check on the atual importance and impact of social media compared to the rest of the business. If we stop doing social marketing, what will we loose? We need also to recognize that social Web is not just Facebook, it’s the way people are using the web today. One of the key things is to understand what you are doing now and how it is impacting your business.
During the lunch break, an informal meeting took place with the members of the European Special Interest Group of the Digital Analytics Association. Geddy Van Elburg provided an update on the EU privacy regulation.https://www.digitalanalyticsassociation.org/?page=sig_european
My last huddle was on "Democratising Data – Replacing Static Reports with Bespoke Visualization Tools" and led by Tom Betts, Financial Times. The conversation started with a testimony of the implementation of a 30-people team dedicated to data analysis and reporting with different roles and sub-teams: business analysts (making strategic information obvious, liaison with business units, subject matter experts -> listen to business goals and translate into measurement objectives), reporting sub-team, analysis sub-team and implementation sub-team. The discussion continue on the best way to deliver information. One participant shared his experience with role-based view, in order to provide personalize views of data. Visualization is a mechanism of communication with the objective to drive end-users’ interest. Better visualization helps to drive conversation with the business. While vizualisation can help communication, but it can also be bad with cuttered graphs. Mantra : “reports are not meant to answer questions, but to raise questions for in-depth analysis". A participant mentioned the work Hans Rosling on data vizualisation and recommanded to watch the following video : https://www.ted.com/talks/hans_rosling_shows_the_best_stats_you_ve_ever_seen.html
Then, a debate started on the extent that data access should be democratized. Some participants raised the issue that end-users don’t have necessary the context to understand and get insights from the data. If people had access to more data, what would be the first place where they would look at? Democratizing data is making people discuss about the data and leveraging it as an asset. Democratizing insights vs data. Purpose is for people to ask questions. Democratization of data may be necessary if the analytics function is distributed inside the organization. Telling people about their data and what can be done about it. Sharing the power of data instead of the data itself. Data should be made available to internal clients who own them and can understand them.
The conference finished with a feedback session with Gary Angel, as well as a vote on the location for next year: Berlin, Paris, London, Dublin, Amsterdam or Majorcca. Berlin and Amsterdam seemed to gather the most votes!
Congratulations to the Semphonic, AEP Convert and Rising Media teams for organizing this great event ! Lots of opportunities to discuss, to learn and to meet with peers from different countries!