gaucbe 2015 - dashboard building - involving clients to find the right metrics - devid dekegel

Post on 16-Feb-2017

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THERIGHTMETRICS

7 8 iw 6

FINDINGDASHBOARD BUILDING

  DEVID  DEKEGEL      •      COLRUYT  GROUP      •      #GAUCBE

HELLO#GAUCbe!

ABOUT MY JOB • Digital  Analyst  • 24  Brands  • 36  Digital  pla5orms  • Lots  of  reports  and  dashboards

ABOUT ME • Former  digital  marketeer  • Background  in  design  • 2  kids  • Street  art  &  Sketchnotes

It takes time: Structure @ Colruyt Group

(COM. DPT

UX SPECIALISTSDIGITAL ANALYTICS

BRAND

MARKETING TEAM

BRAND BRANDBRAND

MANAGEMENT

MEDIA STRATEGY

@Devid_d / #GAUCbe

It takes time:

@Devid_d / #GAUCbe

Evolution @ Colruyt Group

(2012

•  Basic  Google  analy>cs  implementa>on  

•  Powerpoint  +  Excel  repor>ng

It takes time:

@Devid_d / #GAUCbe

Evolution @ Colruyt Group

(2012

•  Basic  Google  analy>cs  implementa>on  

•  Powerpoint  +  Excel  repor>ng

2013

•  Semi-­‐advanced  Google  analy>cs  implementa>on  •  Excel  +  Google  

Analy>cs  dashboards

It takes time:

@Devid_d / #GAUCbe

Evolution @ Colruyt Group

(2012

•  Basic  Google  analy>cs  implementa>on  

•  Powerpoint  +  Excel  repor>ng

2013 2014

•  Semi-­‐advanced  Google  analy>cs  implementa>on  •  Excel  +  Google  

Analy>cs  dashboards

•  Tag  Management  •  Universal  Analy>cs

It takes time:

@Devid_d / #GAUCbe

Evolution @ Colruyt Group

(2012

•  Semi-­‐automa>c  dashboards  

•  Semi-­‐automa>c  campaign  repor>ng  •  KPI/Dashboarding  

workshops  •  Mul>ple  datasources

•  Basic  Google  analy>cs  implementa>on  

•  Powerpoint  +  Excel  repor>ng

2013 2014 2015

•  Semi-­‐advanced  Google  analy>cs  implementa>on  •  Excel  +  Google  

Analy>cs  dashboards

•  Tag  Management  •  Universal  Analy>cs

WHATIS ADASHBOARD?

“A dashboard is a graphical summary of various pieces of important information”

Dashboards: There’s a lot of them…

@Devid_d / #GAUCbe

Y

3D LOVERS…

WANNABE PILOT…

Dashboards: There’s a lot of them…

@Devid_d / #GAUCbe

Y

DotDotDot…Dashboards:

There’s a lot of them…

@Devid_d / #GAUCbe

Y

Clean…

Dashboards: There’s a lot of them…

@Devid_d / #GAUCbe

Y

Compact…

Dashboards: There’s a lot of them…

@Devid_d / #GAUCbe

Y

• Accurate  • Easy  to  read  • Fast  • Compact  • Provide  insights  • Drive  acGon  • NOT  reports  

Dashboards:

@Devid_d / #GAUCbe

Y

Tip:  Do  the  “tell-­‐me-­‐a-­‐story-­‐test”…  

FINDINGMETRICSTHAT MATTER

Workflow:

@Devid_d / #GAUCbe

( 2 Framework

1 Scorecard

3 Metrics

4 Visualization

SCORECARDS:

@Devid_d / #GAUCbe

(

Tip:  De  Internet  Scorecard  2.0  

by  Geert-­‐Jan  Smits  &  Joost  Steins  Bisschop

1

SCORECARDS:

@Devid_d / #GAUCbe

(

1

USE AFRAMEWORK:

@Devid_d / #GAUCbe

(REACH ACT CONVERT ENGAGE

2

USE AFRAMEWORK:

@Devid_d / #GAUCbe

(REACH ACT CONVERT ENGAGE

Where  do  they  come  from  ?  

What  do  they  do?

What  are  the  results?

How  do  we  retain  them?

“This is my framework. there are many like it, but this one is mine…”

2

USE A FORMULA:

@Devid_d / #GAUCbe

(? QUESTION = DIMENSION + METRIC !!! ANSWERS

3

@Devid_d / #GAUCbe

( ? …………….. = ……+ …… !!! …………….

USE A FORMULA: 3

@Devid_d / #GAUCbe

( ? QUESTION = ……+ …… !!! …………….

USE A FORMULA: 3

@Devid_d / #GAUCbe

(

USE A FORMULA: 3

@Devid_d / #GAUCbe

(

? ”I Want to know the value of my marketing channels”

USE A FORMULA: 3

@Devid_d / #GAUCbe

(

? ”What are our users looking for?”

USE A FORMULA: 3

@Devid_d / #GAUCbe

(

? ”What are users looking forAND get no results?”

Tip:  Don’t  be  afraid  to  use  custom  dimensions  and  

metrics  to  answer  specific  quesHons.

USE A FORMULA: 3

Custom  dimension

Build it:

@Devid_d / #GAUCbe

(REACH ACT CONVERT ENGAGE

Tip:  Keep  it  compact.  

Avoid  too  many  elements  in  one  dashboard

4

REMEMBER:

@Devid_d / #GAUCbe

(• Don’t  start  solo  • InteracGon  is  key  • Detect  the  needs    • Educate  your  clients  /  colleagues    

BUILDING THEDASHBOARDMETHODS AND TOOLS

Dashboarding tools:

@Devid_d / #GAUCbe

Google Analytics

• Integrated  &  Free  • Good  Interface  • Easy  to  use  • Limited  

Dashboarding tools:

@Devid_d / #GAUCbe

Tableau

• Massive  amount  of  customizaGon    • Good  Interface  • Many  datasources  • local  &  cloud  version  

Dashboarding tools:

@Devid_d / #GAUCbe

KLIPFOLIO

• Good  amount  of  customizaGon    • Nice  Interface  • Many  datasources  • Cloud  soluGon  

CONCLUSION& KEY TAKEAWAYS• Interaction makes work easy ;

involve your clients / colleagues • Use custom dimensions and metrics • try different dashboard tools • Respect visualizing rules • It takes time to get to the perfect result

ANYQUESTIONS?

THANK YOU #GAUCBE devid_d / devid.dekegel@colruytgroup.com

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