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.
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 :
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.
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.
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.
We work with a wide variety of industries and a wide varieties of clients. Our methodologies apply across the board.
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.
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.
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 ?
Quantitative data = numbers / spreadsheet.
Qualitative data = observational / feedback.
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.
Create a memorable experience
remainder of notes available at https://gist.github.com/HeliosInteractive/7829375