What is a Creative Date Scientist (and why the $@%! do we need one?)
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The document discusses the importance of web analytics for designers, emphasizing that data-driven decisions are essential in modern business environments. It highlights the distinction between conversion and engagement, urging the use of analytics to inform decisions without stifling creativity. Additionally, it provides tips on customizing analytics to focus on relevant data and insights, encouraging a blend of creativity and analysis.
What is a Creative Date Scientist (and why the $@%! do we need one?)
- 1. Analytics (AKA “Everything you ever wanted to know about Google Analytics, but were afraid to ask (so you made the intern do it)
- 6. What we will learn today 1. Why should designers have to deal with web analytics 2. What should I be looking for in the analytics? 3. How do I customize things so I only see what I need to see, instead of all that clutter? 4. What is a “Creative Data Scientist”
- 7. Special Bonus How scammers selling fake magic swords in online games are used by data scientists to catch money- launderers and drug cartels
- 8. Do we really hafta learn analytics?
- 9. Analytics “Every decision is driven by data. Everyone in the company is aware of it. You’d get laughed out of a meeting if you proposed something that didn’t have data to back it up.” --Alan Resnikoff, FanDuel, Giant Creative Holdings
- 11. When numbers alone rule…
- 13. I guess that’s a solution… That’s right. It’s a kickstand.
- 14. When creatives are unchecked…
- 16. Early Analytics In the 20s, newspaper owners were so desperate to figure out what people were actually reading that they hired private detectives to shadow them and look over their shoulders. Or even to collect the papers at the end of the tram ride, to see what page the paper was open to. Of course, back then, people had rather … different habits with regards to chewing tobacco and spitting...
- 17. What Gallup did…
- 19. What analytics tell us they do… • Less than 25% of the people even look at pg. 1 • Nobody – but nobody – likes quality content as much as they say. Front-page stories were read as much as the stuff on the back page. • The most read: a comic strip. Read by 90% of the male audience. • For women, the most-read were the style section and red-carpet photos of celebs
- 22. Led astray by the data... Al Jazeera America believed the polls & surveys that INSISTED that 40-50 million people in the U.S. wanted in-depth journalism. They spent $500 million to build a newsroom & TV channel to deliver high-quality, original content for this mass audience.
- 24. Users are like children They say: They do: • Stuff themselves with candy
- 25. Left-brain Thinkers Logic, analysis, linear, sequencing, thinking in words, organizing facts, pattern recognition (Image source Paul Downey, Creative Commons) Right-brain Thinkers Imagination, feelings, visualizations, intuition, creativity, rhythm and tone, sensations (Image source: Jamiecat, Creative Commons) Bridging the Great Divide
- 26. Analytics will not turn you into an android Image source: March Barkowski, Creative Commons
- 27. Data-Driven Decisions made only based upon statistics, which can be misleading. Data-Informed Decisions made by combining statistics with insight and your knowledge of human wants & needs. Analytics shouldn’t kill creativity Image sources: Creative Commons
- 28. This is not our future
- 29. 2. WHAT TO LOOK FOR… Please excuse the bouncing back and forth from the browser to the presentation. If you have access to analytics, feel free to follow along
- 31. Data TablesGraphs Reporting View Nomenclature
- 32. Data TablesGraphs Dimensions Reporting View Nomenclature
- 33. Data TablesGraphs MetricsDimensions Reporting View Nomenclature
- 34. Otherwise known as “those little squiggly lines that look like stock-market reports.” You can change these to be bar charts or dynamic motion charts. Graphs
- 36. The part of the Reporting page that looks like an Excel spreadsheet. This is broken down into rows, columns and cells. Data Table
- 38. A dimension is a characteristic of your user, their sessions or their actions that is being tracked. An example would be the kind of device, geo-location, date, landing page, etc. So, for example, you could use dimensions to narrow down what people using iPhones in Peru last month came to the tutorials page. You can see what dimensions are being displayed – and add other secondary dimensions by using the menus and drop-down list. Dimensions
- 40. A metric is the quantitative measurement you’re choosing. Examples would be time spent on site, language spoken, bounce rate, pages per session, etc. You can select or stack the metrics by making a selection in the drop-down menus above the graphs. Metric
- 42. X-ray vision Connect numbers to humans Not all traffic is the same Conversion v. engagement What do your users do, and why do they do it?
- 43. When your audience converts from being just a passive websurfer into something more valuable by taking an action (buying, signing up, subscribing, donating, etc.) Conversion
- 44. What you point to when your site doesn’t convert users into paying customers Engagement
- 45. What you point to when your site doesn’t convert users into paying customers Engagement
- 46. Forming a connection with your audience, so that they form a bond with your brand and your content. Engagement
- 47. Conversion A one-time interaction. Granted, this is a powerful interaction, but it is the end goal of a chain of events. Engagement Repeated use, that results in an emotional, psychological and sometimes near- physical tie that users have to products. Conversion v. Engagement
- 49. Who The Art of Asking Questions
- 50. WhatWho The Art of Asking Questions
- 51. WhenWhatWho The Art of Asking Questions
- 52. Where WhenWhatWho The Art of Asking Questions
- 53. How muchWhere WhenWhatWho The Art of Asking Questions
- 55. 1. Look for top-level outliers 2. Mix & Match (‘segmenting’) 3. Go to pages & look for issues 1. Technical 2. Content & Design 4. Look at User Flow Methodology
- 56. Use your “designer’s eye”
- 57. Use your “designer’s eye”
- 58. Part 3: Customizing your analytics • You can build your own segments, views and reports
- 60. Pre-rolled alternate views • Like the open-source community, there are thousands of users out there who have been grinding away at Google Analytics, coming up with their very own “take” on what’s important
- 63. Handy tip: regular reminders • Yes, we all get busy, and forget to check the numbers. • Luckily, you can set up regular emails so these reports show up in your email in-box
- 65. Analytics + Art = Creative Data Scientist You
- 66. Google Analytics Cheat Sheet For more on Google Analytics for Creative Professionals, email dave@davidlafontaine.com and you’ll be notified when this e-book is published.
- 67. COMING SOON: De-Mystifying SEO for Creative Professionals…
- 68. 35% 17% 11% 7.73% 6.19% 5.05% 4% 3.47% 2.85% 2.71%1 0 9 8 7 6 5 4 3 2 94% of users never make it past the 1st page - 35% click on the first result! Updated: Now that Mobile Has Taken Over
Editor's Notes
- #18: Gallup hired researchers to sit with readers in their houses and watch which pages and sections of the paper were actually read. The results were surprising, to say the least. Kind of like this still frame from the popular movie of the time “The Public Enemy” in which Jimmy Cagney famously squishes a grapefruit in the face of the actress. Gallup’s results were pretty much like the grapefruit in the face – an unwelcome surprise to the newspaper industry that they went on to pretty much ignore for the next 90 years.
- #29: Y lo peor es – que no funciona por el largo plazo
- #31: In your work or your office, you can call these things whatever you want – but if you’re ever dealing with Help files or a customer service rep – or if you just want to make yourself look smart and professional – you might want to call these parts of the reporting page by the names that Google has assigned to them. Let’s take Graphs – Data Tables - Dimensions – Metrics - in order.
- #32: In your work or your office, you can call these things whatever you want – but if you’re ever dealing with Help files or a customer service rep – or if you just want to make yourself look smart and professional – you might want to call these parts of the reporting page by the names that Google has assigned to them. Let’s take Graphs – Data Tables - Dimensions – Metrics - in order.
- #33: In your work or your office, you can call these things whatever you want – but if you’re ever dealing with Help files or a customer service rep – or if you just want to make yourself look smart and professional – you might want to call these parts of the reporting page by the names that Google has assigned to them. Let’s take Graphs – Data Tables - Dimensions – Metrics - in order.
- #34: In your work or your office, you can call these things whatever you want – but if you’re ever dealing with Help files or a customer service rep – or if you just want to make yourself look smart and professional – you might want to call these parts of the reporting page by the names that Google has assigned to them. Let’s take Graphs – Data Tables - Dimensions – Metrics - in order.
- #43: Here are some of the things that we’re going to be taking a look at in this module: All analytics are is an enhanced way of seeing – basically, it’s like x-ray vision for your site. Obviously, I can’t give each and every one of you the perfect insights into the key metrics that are going to make a difference in improving your site’s functionality. Your use cases and metrics and needs are all going to be unique. But what we ARE going to do is go through a step by step framework that’s designed to show how to go about reading your audience’s human actions – through these columns of numbers and percentages.
- #44: Conversion, of course is what site owners want. Ca-ching! And there are all manner of tools in Google Analytics designed to measure this.
- #45: Engagement on the other hand … well, there are a lot of naysayers who point and mock the very idea of engagement. Do a quick search, and you’ll come up with reams of them.
- #46: As for me, well, actually, I think this is kind of a smartypants comment.
- #47: Engagement is something that can be much deeper –
- #48: think of the relationship that all the fans who line up outside Apple stores to buy the latest i-Anything. Those people are engaged.
- #49: They even post photos of themselves taking their products out of the boxes. Ahem. Moving on.
- #50: So what you’re going to be doing in this module is using a common-sense methodology, involving the 5 W’s. … but the most important one, the one that you’re going to have to come up with on your own, the part that is art ... Is one that is familiary to every parent of a 3 year old
- #51: So what you’re going to be doing in this module is using a common-sense methodology, involving the 5 W’s. … but the most important one, the one that you’re going to have to come up with on your own, the part that is art ... Is one that is familiary to every parent of a 3 year old
- #52: So what you’re going to be doing in this module is using a common-sense methodology, involving the 5 W’s. … but the most important one, the one that you’re going to have to come up with on your own, the part that is art ... Is one that is familiary to every parent of a 3 year old
- #53: So what you’re going to be doing in this module is using a common-sense methodology, involving the 5 W’s. … but the most important one, the one that you’re going to have to come up with on your own, the part that is art ... Is one that is familiary to every parent of a 3 year old
- #54: So what you’re going to be doing in this module is using a common-sense methodology, involving the 5 W’s. … but the most important one, the one that you’re going to have to come up with on your own, the part that is art ... Is one that is familiary to every parent of a 3 year old
- #55: That’s right. Indulge your inner annoying toddler. Why are people dropping out on this page? Why are people from India on smartphones spending so much time here? Why does the traffic peak on this page in the mornings?
- #56: So there’s a methodology to learning any art – and here’s the one that we’re going to be using in the following videos. Remember: from the outside, common sense is not so common. Follow these steps and you’ll look like a wizard of numbers – or a Creative Data Scientist. That’s a new job title. I just made that up. You’re welcome.
- #66: Here’s where it gets really interesting for you.