2009 gaac summit kristoffer ewald, guava

8/14/2019 2009 GAAC Summit Kristoffer Ewald, Guava

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A Self Service Solutions Benchmark(Public Sector)

An Urchin-based framework for a benchmark of multiple,non-HTML entities (in the Public Sector) hosted in adistributed environment in order to prioritize PublicSpending against use and Value Created

Kristoffer EwaldDirector Analytics & Professional ServicesThe Milk / Guava

October 16th 2009


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Background


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About Kristoffer...

Here's a shot from my first presentation at Google in 2006


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About

Summary

Fmr. Managing Director & Co-Founder of the first Scandinavian GoogleAnalytics Authorized Consultant: The Milk (2005-2007), Acquired byGuava Online Marketing in 2007.

Now VP Analytics & Professional Services, in Guava

Guava Professional Services Team located in Denmark, Sweden and UK Provides all Analytics Professional Services

Fmr. Country Coordinator Web Analytics Association Denmark (2005-2008)

Member Web Analytics Association Research Committee

Specialist, with background as an Economist, on Analytics and Online

Marketing Benchmarks coined the term Online Space Managementwith The Milk.


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The Case


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The Case

The public sector in the Kingdom of Denmark runs 250+ online-self-service solutions, build in a variety oftechnologies, making it possible to do a lot of things online - i.e. Register that youre moving to a new address, sign upkids for kindergarten, Request unemployment compensation, Pension etc. (Denmark is probably one of the top 3countries in regards to digital public sector).

These solutions have been build over time in a decentralized process, where the different departments have had alarge number of different suppliers deliver the solutions. Up until now no centralized tracking or benchmark of the use ofthese digital self-service solutions have existed.

Were developing a solution based on Urchin that will deliver a centralized data-warehouse for Analytics data

for all these digital-self-service solutions.

The trick we have to pull off is that a lot of things happen server-side, and not in the browser, and that we need to trackinside the self-service-solutions themselves, since theyre also used as widgets and made available in many differentlocations under different domains. We also need to know when a success happens outside the self service solution andeven offline.

So were generating gif-hits server side and client side without the JavaScript.

After the data have been collected, the Urchin data will be pulled out with the API, stored in a data warehouse where itllbe matured with data from other sources (FORM), and presented via a custom build front end.

Lots of API use will happen. The Urchin reports themselves will only be used by the core team for analysis.

The challenge is to tie sessions in the self-service solutions to sessions in the browser with the same IDcontained, in order to be able to create Mega Sessions.

Current data quality that forms the basis of priorities is very aggregated something like 16% of citizens in

OECD used a public sector self service solutions during the last 3 months.


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Summary of key concepts

Server Side tracking

Non JS client side tracking

Creation of Master Sessions

Use of IDs to create key for integration via API

Unique ID-tagged links, generated on the fly, to bridge gap

between server side and client side tracking

Unique IDs stamped in PDFs + Tracked with Transactionto measure offline success

Source: 8pt, medium gray


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Why?


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Why build a benchmarking system?

The public sector needs benchmarking in order toprioritize what to develop and sustain

They need to know the maturity of the solutions

They need to know how much theyre used and on whatdomains

They need to know the distribution across the public

portfolio of services

Measure the impact on the budget via integration with FORM the public sector business reference model



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Quiz estimated potential Saving?


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How (Framework)


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FORM and linking with our benchmark

The FORM (Public Sector Business Reference Model) - taskmap is a meta data based tool that shows how each service isplaced within the collected portfolio of public services, its linkedfor each service to the relevant section of the the Public Sectorbudget, the relevant legislation, the relevant Department etc.

So, the end result will be a benchmark that will give thecombined Public Sector in Denmark insights into what Servicesare effective, how they contribute to the Public Sector budget,and where opportunities for improvement exist.

One example: when you move, the estimated cost to handle thepaperwork is USD 40, online its USD 1. (and we have severalhundred thousand people that move every year), and thats justone service



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How well build the Benchmark

There are three parts needed to do this:

1) Server side tracking of solution-use server side

2a) Client side calls to utm.gif from inside widget (i.e. Java)

2b) Client side calls to utm.gif from browser (via .js)

The real challenge is to tie these discrete utm.gif hits into MasterSessions, and have a naming system for them including a key, tobe able to integrate with data in FORM, and measure conversions.

In other words we need to create Master-Sessions,containing several urchin-sessions (something also very

relevant in a number of other applications i.e. e-mailingsystems or CRM integration).

This is one of the reasons Urchin is necessary, since we cant dothis with only 50.000 records, the current limit in GA.



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The Core Challenge in two parts

1. Find a way to connect discrete sessions into Mastersessions and Pass information from client side tracking toserver side, and Integrate with regular site tracking in orderto record conversions (outside the self service applet).

2. Extract the Master Sessions, mature it with information fromFORM, and create roll-up reports thatll benchmark across allthe variables in FORM.



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Challenge 1 Create Master Sessions

Solution: Create virtual pageviews of the following structure:

To be supplemented with Transactions to get non-

aggregated actions with IDs, in order to integrate with offlinesuccess i.e. when a pdf is created (well stamp the IDs intothe pdf)

/FORM_ID/PropertyID/InstanceID/Folder/Action_label#?variable1=x&variable2=y etc.

Label Value

FORM_ID Key

PropertyID Host where incident take place

InstanceID Random number+unix time code

Folder Folder name

Action_label# PV + VPV


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API useBridging btw. Server and Client SideOffline Integration


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API use

API will be used to pull data out, mature with FORM_ID as keywith the existing data matrix, and create roll-up benchmarksagainst the Dimensions from Urchin vs FORM.



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Bridging

Create unique IDs in campaign data, to create a link btw. ServerSide Pageviews and Client Side Pageviews.



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Offline Integration

Create a unique ID, stamp it into PDFs generated in the usersession, and set a Transaction, in order to tie forms printed andsend in to conversions



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Denmark Population = 5m(OECD = 1.2 Bn)

Potential saving in Denmark:$ (40 offline -1 online) = 39*500,000 incidents *

250 systems =4,875,000,000 $ = (approx.)$1,000 p.a. pr. capita

Answer to the Quiz - potential saving?


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Thank [email protected]

2009 gaac summit kristoffer ewald, guava

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