Co-Authored with Chad Hallert of Noble Studios
Data drives decisions at Renown Health, but that didn’t happen overnight, or by accident. With the right strategy and a few tools of the trade, its digital teams now leverage measurement plans, customized Google Analytics reports and more to inform marketing strategies, improve the online patient experience and integrate company silos. This session will give you a five-step plan to establish your own measurement plan and act quickly and decisively on data. Go beyond “vanity metrics” like sessions and pageviews and learn how to identify what information matters, how to report it effectively and how to build a culture of continuous, measurable improvements.
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Your 5 step plan to beat analysis paralysis, trump opinions and make better decisions
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Your 5 step plan to beat analysis paralysis, trump
opinions and make better decisions
Healthcare Internet Conference · 2016
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About Your Speakers
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Alex Schneider
Supervisor of Web
aschneider@renown.org
Chad Hallert
Director of Digital Strategy
chad.hallert@noblestudios.com
• 15 Years in Digital Marketing
• Direct Marketing News 40 under 40
• Instructor at the University of Nevada
• 9 years in healthcare web & IT
• Lead strategist for Renown Health Web
and Emerging media
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• 6+ years working together
• Started with web development
• Currently partner on
• Development
• Content Strategy
• Digital Advertising
• Analytics
• SEM/SEO
• Conversion Rate Optimization
Renown / Noble Partnership
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Objectives
• Review our 5 step plan
• Share strategies & techniques to better utilize analytics
• Review real life examples and lessons learned from Renown Health
Our Goals for Today
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1. Establish a measurement plan
2. Go beyond vanity metrics
3. Make it actionable
4. Report effectively
5. Create a culture of optimization
The Plan
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Why does your website exist?
In healthcare:
• Increase Patient Acquisition
• Reduce Operational Costs
• Promote Health and Wellness
Define What Really Matters to You?
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Goals should provide value to both the
business and the customer.
One-sided relationships rarely last.
What We
Want
What Our
Patients
Want
Don’t Forget You’re In a Relationship
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Your Goals
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“They are easily manipulated, and do
not necessarily correlate to the
numbers that really matter…”
- Tech Crunch
“A vanity metric is a metric that has no
direct link with the overarching aim of
your business goal to increase sales
and revenue.”
- Marketing Profs
What are Vanity Metrics?
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• Make us “feel good”
• Are way easier to define and achieve
• Are a distraction
• Ultimately devalue the impact of digital
• Won’t pass the ‘non-web’ sniff test
But, remember… If a metric does correlate directly to a business objective, it’s not a vanity metric.
We would add, Vanity Metrics…
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• Number of “likes”
• Number of “shares”
• Number of “followers”
• Number of “downloads”
• Number of “pageviews”
Standard Vanity Metrics
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• Measures success at your core business
• Directly relates to revenue or cost
savings
• Tracks real customers and prospects
• Illustrates cause and effect
• Leads to a hypothesis
Actionable Metrics
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Conversions over time
Virtual Check-in – Year over Year
Site Traffic Goal Completions
▴ 20.4% ▴ 41.6%
Past
• Paid media targeting was based on:
• Impressions
• Clicks to the site
Today
• Paid media targeting is based on:
• Engagement
• Conversions
• Repeat visitor rate Budget
↓ 3%
Renown Example
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Metric/Goal
Hypothesis
Experiment
Act
How to Approach Analytics
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Source: Alistair Croll
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Metric/Goal
Hypothesis
Experiment
Act
How to Approach Analytics
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What do you want to
improve?
Make an educated guess on
how to improve and test
Source: Alistair Croll
Who? What? Why?
Review, implement change,
document, re-test
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You can’t focus on everything
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You may miss big changes, make sure you are looking at what matters to your business
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You can’t focus on everything
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You may miss big changes, make sure you are looking at what matters to your business
4 changes – background, eye color, tie color, missing arm
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How do you eliminate noise and track what matters to your organization?
We use:
• Custom events
• Custom segments
• Custom dashboards
Too many inputs?
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Custom Events
Label
Action
Category Request an
Appointment
Virtual Visit
$ value
Urgent Care
Check-in
Urgent Care
Location
Primary Care
Appointment
Lab
Appointment
New patient
Returning
Patient
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Custom Segments
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Audience
• Age Group
• Gender
• Device
• Location
Acquisition
• Organic Search
• Paid Search
• Banner Ads
• Adwords
• Email
• Referral
Behavior
• # of Sessions
• Content Viewed
• Actions Taken
• Page Depth
• Site Search
Users
Outcomes
• Macro Conv.
• Appt. request
• MyChart login
• Micro Conv.
• Subscribe
• Video play
• Custom event
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Google Analytics Dashboards
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• Create dashboards that match your
measurement plan
• Reduce time spent in Excel
• Combine goals, custom events, and
segments into a single view
• Automate via email
• Drive conversations about analytics
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Why do these matter?
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Custom
Events
•Focus on what matters
Custom
Segments
•Understand audiences and behaviors that
drive your objectives
Custom
Dashboards
•Improve reporting
efficiency, depth, and
frequency
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0
100
200
300
400
500
600
700
800
900
Oct Nov Dec Jan Feb Mar
Description
• Goal: Optimize Business
Performance & Improve Patient
Care
• Idea: Can we increase the number
of appointments requested online?
• Action: Review appointment
workflows and identify user flows
• Metric: Appointment request count
Renown Example
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Optimized based on
analytics review
▴ 164.5%
Appts. Requested
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Effective Reporting:
• Increases understanding
• Improves engagement
• Gains buy-in
• Builds trust
• Includes a “so what” and “what’s next”
Standard Reporting:
• Can alienate the audience
• Can seem self serving
• Can create confusion
• Does not provide an opportunity for
action
Standard Reporting vs. Effective Reporting
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Make it Visual: Tables vs. Charts
Medium Conversions
CPC 247
Direct 258
Organic search 1379
Referral 802
1,379
802
258 247
Organic
search
Referral Direct CPC
Organic
search
51%Referral
30%
Direct
10% CPC
9%
Conversions by Medium
VS.
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• Understand that different audiences
need different levels of detail
• Anticipate their needs
• Don’t be afraid to ask what’s important to
them
• Know how much time you have and
respect that
• Start with what’s most important
• 1) Tell them what your going to tell them,
then 2) tell them, then 3) remind them what
you just told them
Know Your Audience What do I need to know
to help my team
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• Data should support or dissuade an
idea
• Make sure to give context
• Eliminate noise & distractions
• Tell the whole story
• Not just what you hoped the data would say
• Define next steps and actions
Never present
anything you
cannot explain
Tell a Story
!
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“Optimization is the ongoing, data driven process of continually discovering and
quantifying the most effective experience for your customers.”
- Adobe
Defining Optimization
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Renown Example
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Original
Variation Clicks
Original -
Variation +57%
The Test
• 60 days
• 77,000 sessions
• New users
• Desktop devices
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What to AB test?
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• Layout/Design
• Call to action text
• Ad content
• Email
• Subject Line
• Send date
• Advertising Strategy
• Lifestyle/Doctors/Technology
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• Involve the whole organization
• Make it easy to submit ideas
• Make results highly visible
• Embrace both “winning” and “losing”
equally
Make it a Team Sport
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• Starbucks card for any test ideas used
• Additional reward for any ideas that
result in a positive improvement
• Publically celebrate testing ideas that
improve the business
Add Some Rewards
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Renown Example
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Version A
• Original Design
• Included
• Weather
• Polls
• Pinterest feature
• Submit a story form
• Submit a recognition for our
staff
Version B
• Based off hypothesis derived
from tracked metrics
• Included
• Popular stories
• Promotional feature
▴ 2.2%
Pages/sessions
▾ 6.5%
Bounce Rate
90 day test
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5 Steps
1. Establish measurement plan
2. Go beyond vanity metrics
3. Make it actionable
4. Report effectively
5. Create a culture of optimization
Putting it all together
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