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