ANALYZE, SYNTYHESIZE, MAXIMIZE: MEASURING DIGITAL EXPERIENCES
Ben McChesney
Ben McChesney
Chief Technology Officer / Managing Partner

heliosinteractive.com
vimeo.com/heliosinteractive
who we are | an experience design studio
based in san francisco, california
what we do | creative, user interface,
technology integration, measurement
consumer products

entertainment
automotive
healthcare
sports

travel
retail

who we work with | some of our clients
philosophy | continuous iteration
and data driven approach to experience design
“The signal is the truth. The noise is what distracts us from the truth.” | Nate Silver
metrics
Qualitative Data

Quantitative Data

Client Feedback

Number of users

Participant Feedback

Time stamped actions

Percept...
Vanity Metrics

Actionable Metrics

Total participants

% intent to share

Total facebook likes

Engagement time

Average ...
Emirates US Open | create a memorable experience
with the maximum amount of fans
Emirates US Open | project metrics
Emirates US Open | lessons learned
Stubhub @ Staples Center | provide three separate experiences
that engage StubHub fans
StubHub @ Staples Center | commemorative ticket metrics
StubHub @ Staples Center | anonymous impression metrics
StubHub @ Staples Center | lessons learned
B/E Aerospace | provide a CMS driven browsing app
for use at tradeshows and measure engagement level
B/E Aerospace | project metrics
B/E Aerospace | lessons learned
There is no widely adopted standard for measurement.
Long-term deployments allow for more iterations.

Helios Interactive ...
mcchesney@heliosinteractive.com
@bendesigning
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EventTech 2013 - Analyze, Synthesize, Maximize: Measuring Digital Experiences

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Marketers often have difficulty measuring the digital and experiential elements they build. Using three case studies, you’ll learn how to collect data from digital+live programs, how to analyze the data collected (i.e. vanity vs. pragmatic metrics) and how to use that information.

Speaker:
Ben Mcchesney, CTO, Helios Interactive Technologies

Slideshare has a character limit for descriptions so I've put the entire set of speaker notes on github :
https://gist.github.com/HeliosInteractive/7829375

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Slide 2
My educational background is in design, development and economics.
My role at Helios is the strategic outlook and the establishment of our processes to become more effective and more efficient.

Slide 3
Our core competencies at Helios include retail , tradeshows , events, and permanent installations
We use a variety of technologies including touch , gesture, AR, and mobile platforms.

Slide 4
Where we differ from other small studios is that we do not create interactive art projects. Is it justifiable to create things that are just new and cool ? Why should clients work with us if we cannot measure how successful an event is ?

Like most of you in the audience we are working in many different environments. Where analytics start to get tricky is that we are not laser focused on single medium such as : digital signage, mobile applications, or microsites. So our metrics approach has to span across many different types of deployments.

Slide 5
We work with a wide variety of industries and a wide varieties of clients. Our methodologies apply across the board.

Slide 6
We are trying to achieve a better products.
Jeffery Liker explains Toyota's approach with continuous small improvements and small controllable batch sizes.
The Lean startup by Eric Reas applied the Toyota Method to Software Development.
Lean Analytics is an even more granular look at using data to build a better business.
Nate Silver is most known for his work as NY Times Elections Prognosticator and his work with statistics at ESPN.

Slide 7
BIG DATA , easy to get distracted from the data is telling.
We can measure almost anything measure but it’s important to measure what matters.

Slide 8
What are your goals ? And what does success looks like ?
this will involve a little bit of assumption and risk but without a yardstick for success numbers are less helpful.
Sound simple but is it ?

Slide 9
Quantitative data = numbers / spreadsheet.
Qualitative data = observational / feedback.

Slide 10
Vanity Metrics – CURRENT PROGRESS, big numbers, make you look good.
Actionable Metrics – guides future decisions. These are what will improve your experience.
If you are unsure – ask yourself : “How does this data change what we are doing?” If it doesn’t , or causes a panic : It’s a Vanity Metrics.

Slide 11
Create a memorable experience

remainder of notes available at https://gist.github.com/HeliosInteractive/7829375

Veröffentlicht in: Business, Technologie
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EventTech 2013 - Analyze, Synthesize, Maximize: Measuring Digital Experiences

  1. 1. ANALYZE, SYNTYHESIZE, MAXIMIZE: MEASURING DIGITAL EXPERIENCES Ben McChesney
  2. 2. Ben McChesney Chief Technology Officer / Managing Partner heliosinteractive.com vimeo.com/heliosinteractive
  3. 3. who we are | an experience design studio based in san francisco, california
  4. 4. what we do | creative, user interface, technology integration, measurement
  5. 5. consumer products entertainment automotive healthcare sports travel retail who we work with | some of our clients
  6. 6. philosophy | continuous iteration and data driven approach to experience design
  7. 7. “The signal is the truth. The noise is what distracts us from the truth.” | Nate Silver
  8. 8. metrics
  9. 9. Qualitative Data Quantitative Data Client Feedback Number of users Participant Feedback Time stamped actions Perception of Deployment Participant Data metric types | qualitative metrics vs. quantitative metrics
  10. 10. Vanity Metrics Actionable Metrics Total participants % intent to share Total facebook likes Engagement time Average users per day Participant decision map Total number of impressions Shopping cart size metric types | vanity metrics vs. actionable metrics
  11. 11. Emirates US Open | create a memorable experience with the maximum amount of fans
  12. 12. Emirates US Open | project metrics
  13. 13. Emirates US Open | lessons learned
  14. 14. Stubhub @ Staples Center | provide three separate experiences that engage StubHub fans
  15. 15. StubHub @ Staples Center | commemorative ticket metrics
  16. 16. StubHub @ Staples Center | anonymous impression metrics
  17. 17. StubHub @ Staples Center | lessons learned
  18. 18. B/E Aerospace | provide a CMS driven browsing app for use at tradeshows and measure engagement level
  19. 19. B/E Aerospace | project metrics
  20. 20. B/E Aerospace | lessons learned
  21. 21. There is no widely adopted standard for measurement. Long-term deployments allow for more iterations. Helios Interactive | closing thoughts
  22. 22. mcchesney@heliosinteractive.com @bendesigning

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