Decoding Learner Digital Body Language: What our learners' actions tell us
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This document summarizes a presentation about using metrics and data to improve learning design and outcomes. The presentation discusses how digital technologies have changed how news media and marketing use data in real-time to understand audiences. It argues that learning professionals could also use data from LMSs and other sources to better understand learners' "digital body language" and make design decisions that improve engagement. Specific metrics mentioned include completion rates, time spent, drop-offs, searches, and mobile vs desktop usage. The presentation urges learning teams to regularly discover insights from data, respond by adjusting content and delivery, and monitor ongoing metrics to further improve over time.
Decoding Learner Digital Body Language: What our learners' actions tell us
- 1. METRICS MATTER: FEBRUARY 22 12PM-5PM ET #TICEVIRTUAL STRATEGIC PLANNING, ANALYTICS & ALIGNMENT
- 2. METRICS MATTER VIRTUAL CONFERENCE #TICEVIRTUAL Lori Niles-Hofmann Senior learning strategist Scotiabank www.lori.ca @loriniles Decoding Learner Digital Body Language: What our learners’ actions tell us
- 4. The Learning Autopsy? ▪ Completions ▪ Level 1-4 Evaluation ▪ ROI ▪ Too late ▪ Costly redesign ▪ Reputational risk ▪ Questionable Accuracy …the room was too cold, the food was not tasty
- 7. Paper to Online News ▪ “If it bleeds, it leads” ▪ Frontpage news cycle: 12-24 hours ▪ One metric: newspapers sold
- 8. Digital Changed News Media ▪ Real-time metrics on consumption ▪ Minute-by-minute pivoting ▪ Data revealed insights that challenged assumptions
- 9. Digital Changed News Media ▪ Real-time metrics on consumption ▪ Minute-by-minute pivoting ▪ Data revealed insights that challenged assumptions
- 10. Insights
- 11. Chat Question: ▪ Any ideas why searches to convert kilometres to miles increased 1,000x in June 2016?
- 12. Insights
- 13. Insights
- 14. Insights
- 15. Data reveals truths that could challenge what we presume about our learners… …it also explains the Kardashians
- 16. Is Marketing a Bad Word?
- 17. Marketing vs. Learning Both: ▪ Inform their audience with the intent of changing a behaviour ▪ Struggle with short attention spans and competition ▪ Face to face relationship is gone
- 18. Two Approaches Marketing • Data analysis for trends • Content designed against insights • Monitor and pivot • Cyclical Learning • Performance consulting • Learning objectives • Content design and development • Evaluation • Linear
- 19. Downloads Drop-offs Time of Day Likes Shares Comments Trends Mobile vs. Desktop
- 20. “Every drop-off, click, or share, is a learner shouting their likes and dislikes. These actions are the eye-rolls, smiles, and arms-crossed from the classroom, simply in digital format” Digital Body Language
- 21. What If… …we considered the digital body language of our audiences to make design decisions? …we used data like digital marketers do?
- 22. I Predict We will no longer measure learning by completions, but by engagement and sentiment scores
- 23. Poll Question ▪ What % of your Compliance Training is effective? a) 25% b) 50% c) 75% d) 100%
- 25. Company Response? The manager had completed AHS food safety training with a mark of 96 per cent statement noted Webb had completed AHS food safety training with a mark of 96 per cent
- 27. Discover Insights LMS IT Department Analytics Most LMS track far more than most organisations explore. Consider: • Time of day/day of week most active • Mobile vs. Laptop • Search terms • Incompletes If your company has an intranet, inquire about some of these data points: • Top searches • Failed searches • Pages most visited • Time of day/day of week most active Simple internet searches will reveal loads of data on trends. Consider: • YouTube or Vimeo Analytics • BuzzFeed • Marketing blogs
- 28. Respond Data Point Action Top searches, Failed searches • Promote content aligned with search preferences • Determine if you need content to fill gap from failed searches • Use in performance consulting conversations Pages most visited • Determine why the pages are most visited and what it tells you about what your learners value • Promote content on these pages
- 29. Respond Data Point Action Time of day/day of week most active • Publish content at these key times for maximum exposure Drop off rates • Align length of content to be lower than attention threshold Mobile vs. Laptop • Use this data to make better decisions about media choices
- 31. Uncomfortable Truth? The best performance consulting can be derailed by time, money, and stakeholder opinion
- 32. Poll Question What % often are you able to develop the learning solution you believe is best? a) 25% b) 50% c) 75% d) 100%
- 33. Story 1: Talking Heads ▪ Stakeholder wanted to be featured in seven minute video ▪ Similar videos: ~80% drop-off rates by 30 seconds ▪ Testimonial style videos by colleagues had significantly higher viewing lengths
- 34. Story 2: Content Gap ▪ SME and stakeholders want elearning solution on topic X ▪ Feed of intranet searches reveal topic X ranking #152 ▪ Decision is made to pivot to build content against top 3 search terms and minor article on topic X
- 35. Cautionary Tale ▪ The average life expectancy in Canada is 81.24 years ▪ Most Canadians like maple syrup ▪ Therefore, maple syrup prevents people from living past 82
- 36. Only the Beginning “It is not enough to make learning shorter, into micro-sized bites, to appease short attention spans. The real magic is decoding digital body language to captivate and engage learners, extending the impact and depth of learning”
- 37. Final Thought
- 38. METRICS MATTER VIRTUAL CONFERENCE #TICEVIRTUAL Lori Niles-Hofmann Senior learning strategist Scotiabank www.lori.ca @loriniles Decoding Learner Digital Body Language: What our learners’ actions tell us Questions?