Moving from Vanity metrics to Actionability through Web Analytics

1. FROM VANITY TO
ACTIONABILITY
KRISH SWAMY,
DIRECTOR – DIGITAL ANALYTICS AND PERSONALIZATION
CAPITAL ONE
1

2. PURPOSE OF
ANALYTICS?
2

3. DEFINING
ACTIONABILITY?
3

4. OUR THINKING OF THE DIGITAL
SPACE HAS EVOLVED
4
Original thinking:
Digital as a low-cost
channel for
customer acquisition
and servicing
New thinking:
Digital as a medium
to engage and
delight customers

5. ENGAGING AND DELIGHTING
CUSTOMERS IS ACCENTUATED
BY THESE TRENDS
5
Smartphone trends
Millennials
Wearables
Multi-device experiences
Product + Experience

6. WHAT DOES ENGAGE AND
DELIGHT REALLY MEAN?
Do users find the digital experience useful?
Do users find the experience usable?
Do they find the experience enjoyable?
6

7. KEY QUESTIONS IN
FRONT OF ANALYTICS
Understanding what people are here to do /
What is the purpose of the page/ feature
How successful are we at engaging and delighting?
• Is the online experience Useful, Usable, Delightful?
How is this translating to the right and better business
outcomes?
• Higher Revenue
• Lower Costs
• Greater Advocacy
7

8. LETS WORK THROUGH A
CASE STUDY
8

9. ANALYTIC STEPS TO
ACTIONABILITY
Step 1: Identify tasks (lots of people interviews,
baseline analytics)
Step 2: Define metrics
Step 3: De-average
Step 4: Benchmark
Step 5: Tie back to business outcomes
9

10. ADDITIONAL REQ FOR
GREAT ACTIONABILITY
De-averaging
10
Testing