1.
Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Subtitle Goes Here
Designing the Next Release
Measuring & Experimenting with Data

2.
Experience Lab 2017 | 11.08 – 11.10 2017
Ben Magnuson
@1n_Ben

3.
Experience Lab 2017 | 11.08 – 11.10 2017
71%
Projects where no marketing analytics are
used prior to a decision being made (B2B)
Source: CMOsurvey.org

4.
Experience Lab 2017 | 11.08 – 11.10 2017
And That Number Hasn’t Really Been Changing
Feb 2014
20%
40%
60%
80%
% of Projects using Marketing Analytics before a decision is made
Feb 2015 Feb 2016 Feb 2017
32.5
% 29%
35.3
% 31.6%
Source: CMOsurvey.org
Lower than
2014!

5.
Experience Lab 2017 | 11.08 – 11.10 2017
D
How Can We Break This Cycle?

6.
Experience Lab 2017 | 11.08 – 11.10 2017
B2B Marketers Are Utilizing Leading Strategies
80%
Site or Search Retargeting
Compared to 81% of B2C
72%
Customer Identity Management
Compared to 77% of B2C
80%
Surveys and Customer Insights
Compared to 81% of B2C
60%
SEM/SEO Tools
Compared to 62% of B2C
Source: Gartner

7.
Experience Lab 2017 | 11.08 – 11.10 2017
Reasons Given as to Why Analytics Is Not Used
! Lack of People (28%)
! Lack of Process/Tools (32%)
! Does not arrive when needed (7.5%)
In other words: separate.
And separate always seems like a lot of work.

8.
Experience Lab 2017 | 11.08 – 11.10 2017
1. Marketers Can Do This!
Marketers now:
! Run multiple technical
platforms, including CMS,
Email, CRMs and Marketing
Automation tools (and more)
! Target content across an
increasing number of
channels
! BUT…can’t use analytics?

9.
Experience Lab 2017 | 11.08 – 11.10 2017
2. Nobody (Nobody) Has The Perfect Analytics
! Your questions will drive
what meaning you get from
analytics.
! There is no magical
technical solution that
solves bullet #1.

10.
Experience Lab 2017 | 11.08 – 11.10 2017
3. Embrace The Chaos
! Let’s look at an example from
one of our unlimited spending
corporate giants.

11.
Experience Lab 2017 | 11.08 – 11.10 2017
Big Gains from Unpredictable, Marginal Changes
! In 2012, an employee had an idea to improve
how ad headlines displayed in Bing.
! Being a giant, well-funded website, this was
one of hundreds of ideas, and it was left alone.
! The employee found a way to cheaply run an
A/B test with it.
! It increased revenue by 12%, making it the best
revenue generating idea in Bing history.
Source: Harvard Business
Review

12.
Experience Lab 2017 | 11.08 – 11.10 2017
Bing Now Runs 10k Experiments Annually
Takeaways:
! Microsoft had incredible data
and research power to create
Bing.com.
! Being nice to Bing, it was 95%
right pre-launch.
! But that 5% has great potential;
but unlocking it is unclear and
where analytics are crucial to
achieve.

13.
Experience Lab 2017 | 11.08 – 11.10 2017
D
Storytime

14.
Experience Lab 2017 | 11.08 – 11.10 2017
2 Semi-Mobile Infants, Same Problem
Scenario: 10-month-old is beginning
to move.
Friend hires professional baby-
proofer to give a quote to baby-
proof their house for them.
How much could that be?

15.
Experience Lab 2017 | 11.08 – 11.10 2017
$10,000
No. No. No. No. No. No. No. No. No. No.

16.
Experience Lab 2017 | 11.08 – 11.10 2017
Known Problems
What gets me to that 95%?
! Outlets
! Secure dressers
! Secure TV
! Stairs

17.
Experience Lab 2017 | 11.08 – 11.10 2017
Known Problems
What gets me to that 95%?
! Outlets
! Secure dressers
! Secure TV
! Stairs
The 5%?
! Bottom row of bookshelf

18.
Experience Lab 2017 | 11.08 – 11.10 2017
D
Measurement Planning

19.
Experience Lab 2017 | 11.08 – 11.10 2017
Measurement Planning
Measurement planning identifies questions that cannot be
answered prior to launching a project, and establishes the
measurement foundation to answer them.

20.
Experience Lab 2017 | 11.08 – 11.10 2017
Tech/BuildDesignStrategyDiscovery
Process Of A Project

21.
Experience Lab 2017 | 11.08 – 11.10 2017
Tech/BuildDesignStrategyDiscovery
Each Step Can Influence What You Want Measured
Measurement Planning

22.
Experience Lab 2017 | 11.08 – 11.10 2017
Measurement Planning May Not Be So Formal!
! What do you want to know from your data?
" New ways of displaying content
" Controversial new features
" Interactive elements
" Step into the shoes of your users and
experience it yourself.
! Define what “performing well” means
" “I just want to know if people are
clicking on it.”
" “It should get people to sign up.”
! Keep it in your own language.
Write them down!

23.
Experience Lab 2017 | 11.08 – 11.10 2017
Start Small, Start Obvious
! Great candidates:
" Newsletter sign-ups
" Contact Us
" Share tools
" Calls-to-action
If any of the above are meaningful, make sure you can measure them.

24.
Experience Lab 2017 | 11.08 – 11.10 2017
NewsCred Case Study
! NewsCred marketing focuses
heavily on an inbound strategy.
! It keeps its clients engaged with a
newsletter sign-up button.
! Knowing users weren’t scrolling
to the bottom of the page, and
would leave if immediately
bombarded, they added a pop-up
sign-up form when at 50% of the
article.

25.
Experience Lab 2017 | 11.08 – 11.10 2017
Cool, Right?
It’s easier than ever to set up yourself.
Recipe:
! Scroll depth – Google Tag Manager
! Button click – Google Tag Manager
! Pop-up sign-up – Hubspot
And maybe only just a little, teeny bit of developer time needed …

26.
Experience Lab 2017 | 11.08 – 11.10 2017
Let’s Get In The
Weeds

27.
Experience Lab 2017 | 11.08 – 11.10 2017
Google Tag Manager
! Allows you to easily send additional
info into analytics (not just Google’s!)
! Can tag many user interactions, such
as scroll depth
! May require the initial code deployed
on the digital property (developer)
! But tags can be created and
deployed by a non-developer.

28.
Experience Lab 2017 | 11.08 – 11.10 2017
Set-up: 2 Elements to Every Tag
! Tag
" Defines where to save it
" Add labels to data
! Trigger
" Define when the event gets
recorded

29.
Experience Lab 2017 | 11.08 – 11.10 2017
Tricks to Solving Triggers
Right-Click -> Inspect Element is your friend.
Resources:
! Setting up GA with Tag Manager – bit.ly/2qainGM
! Simo Ahava’s blog – simoahava.com

30.
Experience Lab 2017 | 11.08 – 11.10 2017
There Are Recipes For Everything …
Even scroll tracking!
3 steps from Lunametrics: bit.ly/2wQJtni
! Download file
! Import into Google Tag Manager
! Publish
Ugly code that you don’t
even need to understand.

31.
Experience Lab 2017 | 11.08 – 11.10 2017

32.
Experience Lab 2017 | 11.08 – 11.10 2017

33.
Experience Lab 2017 | 11.08 – 11.10 2017
Now You Can:
! Set up tags on Google Tag Manager
! Track how far users scroll
! Report on how far users are scrolling

34.
Experience Lab 2017 | 11.08 – 11.10 2017
Bonus – Adding a Pop-Up Subscribe Button
Pop-up subscribes can also be free, and free
of developers.
HubSpot: bit.ly/2tImfOJ
Steps:
! Add HubSpot code to your website
(which you can do without a developer
with GTM).
! Enable HubSpot add-on “Add Lead Flow.”
! Set trigger at optimal percentage.

35.
Experience Lab 2017 | 11.08 – 11.10 2017
Resources
! Setting up GA with Tag Manager – bit.ly/2qainGM
! Simo Ahava’s blog – simoahava.com
! Scroll-tracking recipe - bit.ly/2wQJtni
! HubSpot pop-up subscribe - bit.ly/2tImfOJ

36.
Experience Lab 2017 | 11.08 – 11.10 2017
Takeaways: We Measured, But Now What?
! Use your initial questions as guides; answer them before moving on.
! Be curious and build up.
! Start small with Calls-to-Action; they offer many ways to tweak and find
those marginal gains.
! Push yourself to learn what you don’t know.
! Be prepared to see inconclusive results. It will happen, and it’s okay.

37.
Experience Lab 2017 | 11.08 – 11.10 2017
D
THANK YOU

38.
Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Subtitle Goes Here
Designing the Next Release
Measuring & Experimenting with Data