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 --- 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

1. ANALYZE, SYNTYHESIZE, MAXIMIZE: MEASURING DIGITAL EXPERIENCES
Ben McChesney

2. Ben McChesney
Chief Technology Officer / Managing Partner
heliosinteractive.com
vimeo.com/heliosinteractive

3. who we are | an experience design studio
based in san francisco, california

4. what we do | creative, user interface,
technology integration, measurement

5. consumer products
entertainment
automotive
healthcare
sports
travel
retail
who we work with | some of our clients

6. philosophy | continuous iteration
and data driven approach to experience design

7. “The signal is the truth. The noise is what distracts us from the truth.” | Nate Silver

8. metrics

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. 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. Emirates US Open | create a memorable experience
with the maximum amount of fans

12. Emirates US Open | project metrics

13. Emirates US Open | lessons learned

14. Stubhub @ Staples Center | provide three separate experiences
that engage StubHub fans

15. StubHub @ Staples Center | commemorative ticket metrics

16. StubHub @ Staples Center | anonymous impression metrics

17. StubHub @ Staples Center | lessons learned

18. B/E Aerospace | provide a CMS driven browsing app
for use at tradeshows and measure engagement level

19. B/E Aerospace | project metrics

20. B/E Aerospace | lessons learned

21. There is no widely adopted standard for measurement.
Long-term deployments allow for more iterations.
Helios Interactive | closing thoughts

22. mcchesney@heliosinteractive.com
@bendesigning