Make data your MVP

2. MAKE DATA YOUR MVP
@dh_analytics |

3. @dh_analytics |
MY CHALLENGE
• To champion being data driven/ thinking data first
• To let you know the what, why, who, how, where and when
• To create new data driven advocates
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@dh_analytics |
MAKE DATA YOUR MVP

4. IS THIS THE REAL LIFE OR
IS THIS JUST FANTASY?
@dh_analytics |
MAKE DATA YOUR MVP 4

5. @dh_analytics |
MAKE DATA YOUR MVP 5
WHAT is data
Data isn't Data is
Assumptions Insighful and actionable
(Just) quantitative A collaboration (what and the why)
Best practice YOUR best practice

6. “digital organisations are
made from data”
Tom Loosemore @tomskitomski
@dh_analytics |
MAKE DATA YOUR MVP 6

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MAKE DATA YOUR MVP 7
WHY WE NEED DATA

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MAKE DATA YOUR MVP 8
WHY - to learn…about the user

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MAKE DATA YOUR MVP 9
WHY - to align to what matters

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MAKE DATA YOUR MVP 10
WHY - to be efficient and effective

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WHY - to prioritise

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WHY - to validate
Because we think [this] is true we think that doing [this] will mean
[that this will happen]. We’ll know that this is true/false when we see
this [key performance indicator change].
Ben Holliday

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WHO NEEDS ACCESS TO DATA

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MAKE DATA YOUR MVP 14
WHO - close to the build

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WHO - senior management

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WHO - customer touchpoints

17. “get people involved
in the programme”
Sam Barton @sam_barton
@dh_analytics |
MAKE DATA YOUR MVP 17

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MAKE DATA YOUR MVP 18
HOW TO SHOW DATA

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HOW - simple, lean

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HOW - simple, lean

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HOW - insightful not generic

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HOW - to the point

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HOW - to the point
¥€£$¢₣₤₧₹₩'₯₮₰₲₱₳₵₭₪₫

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HOW - accurate and assured

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HOW - open

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MAKE DATA YOUR MVP 26
HOW - make it real

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MAKE DATA YOUR MVP 27
WHERE SHOULD WE SEE DATA

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WHERE - on the wall

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WHERE - boardrooms

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WHERE - stand-ups

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WHERE - personas

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WHEN SHOULD WE COLLECT DATA

33. “you are not your user and cannot
think like a user unless you
are meeting them regularly”
Leisa Reichelt @leisa
@dh_analytics |
MAKE DATA YOUR MVP 33

34. “testing one user early in the
project is better than testing
fifty near the end ”
Steve Krug @skrug
@dh_analytics |
MAKE DATA YOUR MVP 34

35. @dh_analytics |
YOUR CHALLENGE
• To gather insightful data
• To learn and understand
• To build better experiences…for your users
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@dh_analytics |
MAKE DATA YOUR MVP

36. PLEASE, PLEASE
TELL ME NOW
@dh_analytics |
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37. @dh_analytics |
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USER RESEARCH

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USER RESEARCH
#NOW
Pop up testing (free)
Phone/ webex (minimal)
#LONG TERM
DIY lab testing (beg, borrow…)
Hire lab testing (£500 a day)
Build your own lab (quite a bit)
Recruiting (Chocolate or £)

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USER RESEARCH

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MAKE DATA YOUR MVP 40
USER RESEARCH

41. @dh_analytics |
MAKE DATA YOUR MVP
HELLO FROM THE OTHER
SIDE, I MUST HAVE CALLED
A THOUSAND TIMES
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VOICE OF CUSTOMER
#NOW
Peek (free)
5 second tests (minimal)
Snap surveys (free)
Form satisfaction (free)
#LONG TERM
Online “testing” (£30 per test)
VOC surveys
Exit surveys

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VOICE OF CUSTOMER

44. @dh_analytics |
MAKE DATA YOUR MVP
I CANT MAKE THEM STAY
AT LEAST THATS WHAT
PEOPLE SAY
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ANALYTICS
#NOW
Standard metrics
Devices/ Customers/ Traffic
Type of user
Entry points
Influential pages
Speed of load
#LONG TERM
Form engagement
Page engagement (scroll/ video
playback)
Intent
Custom metrics
Personalisation

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ANALYTICS

47. @dh_analytics |
MAKE DATA YOUR MVP
ALWAYS SEEMS TO ME
YOU ONLY SEE WHAT
PEOPLE WANT YOU TO SEE
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SESSION REPLAY

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SESSION REPLAY

50. @dh_analytics |
MAKE DATA YOUR MVP
EVERY TIME I THOUGHT I’D
GOT IT MADE, IT SEEMED THE
TASTE WASN'T SO SWEET
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OPTIMISATION
• A/B or split testing/ multi variant testing
• Landing page

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OPTIMISATION

53. @dh_analytics |
MAKE DATA YOUR MVP
ITS NOT ABOUT THE
MONEY, MONEY, MONEY
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MAKE DATA YOUR MVP 54
RESOURCE
• 80% on insight generation and understanding
• 20% on tools
Share - its a team game!

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MAKE DATA YOUR MVP
BELIEBER?
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56. @dh_analytics |
MAKE DATA YOUR MVP
WHAT DO YOU MEAN?
WHEN YOU NOD YOUR HEAD YES
BUT YOU WANNA SAY NO
WHAT DO YOU MEAN?
WHEN YOU DON’T WANT ME TO MOVE
BUT YOU TELL ME TO GO
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57. @dh_analytics |
MAKE DATA YOUR MVP
YOU’RE SO INDECISIVE OF WHAT I’M
SAYING
DON'T KNOW IF YOU'RE HAPPY, OR
COMPLAINING.
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58. @dh_analytics |
MAKE DATA YOUR MVP
FIRST YOU UP AND YOU’RE DOWN
AND THEN BETWEEN
OHH I REALLY WANT TO KNOW…
WHAT DO YOU MEAN?
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59. MAKE DATA YOUR MVP
@dh_analytics |

60. @dh_analytics |
MAKE DATA YOUR MVP 60
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