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Granular @ superweek2020 a decision-making model for an event-based world

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When we propose and implement changes to the way systems work by changing interactions, we make sure that every change to the UX/UI impacts the user but also the analyst, by providing the analyst with a new set of data. By doing this, we set grounds for constant feedback loop between designers and analysts in a way that every change should accommodate a certain pain point for the analyst.

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Granular @ superweek2020 a decision-making model for an event-based world

  1. 1. A decision-making model for an event-based world Superweek 2020
  2. 2. Event-based world: a decision-making model Segment by data classification In GA there are ≈270 (GA 360 ≈470) dimensions Cambridge Analytica used ≈2000 data points
  3. 3. Event-based world: a decision-making model How to create more data classification? Segment by data classification
  4. 4. Event-based world: a decision-making model Two principles of digital measurement 1. The assumption that people’s consumption choices are intentional - people consume what they want to consume 2. The assumption that people’s preferences are (relatively) stable Gary Angel - Measuring the digital world
  5. 5. Event-based world: a decision-making model Most common classification strategies • Site taxonomy • Product taxonomy • Functional taxonomy • Topic taxonomy • Audience • Sales stage
  6. 6. Event-based world: a decision-making model Your new mantra The richer your classifications, the better your segmentations.
  7. 7. Event-based world: a decision-making model Audience classification examples Understanding users and personalization Event based world examples BUSINESS USERS ANALYST
  8. 8. Event-based world: a decision-making model Disclaimer
  9. 9. Event-based world: a decision-making model Example - University How can we understand market demand better?
  10. 10. Event-based world: a decision-making model
  11. 11. Event-based world: a decision-making model User Business Marketing/Analytics Better understanding of programmes Less cognitive load More structured market demand Better understanding of their business position CRO insights Audience interests Personalization
  12. 12. Event-based world: a decision-making model Example - Travel industry E-commerce Increase direct bookings
  13. 13. Event-based world: a decision-making model
  14. 14. Event-based world: a decision-making model User Business Marketing/Analytics Discount Ability to help More bookings Service feedback Audience use cases Brand awareness Site usability
  15. 15. Event-based world: a decision-making model Example - E-commerce wholesale Information structure
  16. 16. Event-based world: a decision-making modelEvent-based world: a decision-making model
  17. 17. Event-based world: a decision-making modelEvent-based world: a decision-making model
  18. 18. Event-based world: a decision-making modelEvent-based world: a decision-making model
  19. 19. Event-based world: a decision-making model User Business Marketing/Analytics Save money/time Understading of market demand Audience use cases Content prioritization Focused Ads campaigns
  20. 20. Event-based world: a decision-making modelEvent-based world: a decision-making model
  21. 21. Event-based world: a decision-making modelEvent-based world: a decision-making model
  22. 22. Event-based world: a decision-making modelEvent-based world: a decision-making model
  23. 23. Event-based world: a decision-making modelEvent-based world: a decision-making model
  24. 24. Event-based world: a decision-making model OK, but...
  25. 25. Event-based world: a decision-making model Analysts as strategists
  26. 26. Event-based world: a decision-making model Our approach
  27. 27. Event-based world: a decision-making model Decision makers centricity Decision-makers’ involvement Social currency Informed questions - event based Decision makers involvement + social currency = informed questions
  28. 28. Event-based world: a decision-making model Take incentive
  29. 29. Questions?

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