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Measurecamp Manchester 2018 - designing better marketing analytics dashboard

A 'work in progress' approach to designing marketing analytics dashboards. It incorporates business requirements definition, prioritisation, storyframing and wireframing techniques to product more structured displays of marketing data.

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Measurecamp Manchester 2018 - designing better marketing analytics dashboard

  1. 1. Designing better analytics dashboards
  2. 2. Designing better analytics dashboards A ‘work in progress’approach for designing analytics dashboards
  3. 3. Substanceoverstyle? Analystsareusuallymorecomfortableworkingwithdatathandesigningwithit https://searchbusinessanalytics.techtarget.com/feature/Data- scientist-skills-range-from-data-prep-to-storytelling
  4. 4. Nofunctionwithoutform Butdesignmakesthedifferencebetween: Not understanding Understanding data
  5. 5. Nofunctionwithoutform Butdesignmakesthedifferencebetween: Sharing stats Telling a story
  6. 6. Nofunctionwithoutform Butdesignmakesthedifferencebetween: Providing information Shaping decisions
  7. 7. Thenatureofdashboards Adashboardisafixed,repeatabledisplayofinformation Dashboard – a standardised, repeatable visualisation of performance Key features: • Fixed structure (even with interactive filters / elements) • Focus on changes over time / trends • Lends itself to real-time / rolling timeframe analysis Report – a stand-alone snapshot of performance Key features: • Selective use of data points and visualisations – only the key ones that tell a story • Focus on insights and recommendations • Static / fixed timeframe
  8. 8. Ourapproach Asaresult,it’sessentialtogetthebalanceright Meaningless ‘Sweet spot’ Incomprehensible Beautiful Useful
  9. 9. Ourapproach Wecombinedifferenttechniquestodefineandstructurethequestionsthatneedanswering • This ‘work in progress’approach combines – understanding user groups – defining their requirements – creating storyframes – building towards wireframes and a prototype – establishing the data structure
  10. 10. Understanding user groupsSTEP 1
  11. 11. Understandingusergroups Thereisusuallymorethanonetypeofuser–askingafewquestionshelpsuncoverthis • Typical user groups: – Who are our senior stakeholders? A marketing dashboard should reflect what’s important to our boss’ boss – Who are our decision makers? Who will have the authority to decide what changes are made? – Who will implement / act? Decision makers aren’t always the ones who make changes. This might mean other agency / internal teams – Who else should we consider?
  12. 12. Understandingusergroups Foreachofthesegroups,workoutwhattheyknowandtheirlevelofdataliteracy • Levels of experience / knowledge – What’s their level of data and digital marketing literacy? – What level of [dashboard tool] experience do they have? – What role will they play in: • Analysis • Decision making • Taking action Depending on their levels of knowledge and how similar their needs are, you might need to ‘layer’ information within the dashboard. This can take different forms: top to bottom within a single view/page; different pages for different user groups; or even separate dashboards for different users
  13. 13. Defining requirementsSTEP 2
  14. 14. Definingbusinessrequirements Foreachgroupweestablishthequestionsthattheywillask,howtheywillusethedata,andhowoften We use the Business Requirements Document (BRD) template below to do this. The USE category is critical – it acts as a check to ensure all data ‘needs’ lead to action. It works well as an interactive session, getting groups to complete their own data questions and uses, but can also be drafted by an analytics team and then reviewed by each group/stakeholder. User group Information NEED ("I want to…") Information USE ("So that…") Frequency ("On a … basis") As part of the Global team I want to understand media performance by country Each must-win country can be supported equally through the media plan Weekly As part of the Global team I want to know overall video completion rates, broken down by video and indication I can understand which video content best meets the needs of customers for each indication and which to improve Monthly
  15. 15. Definingbusinessrequirements Withthiscomplete,wecanstarttoprioritiseeach‘need’ Once we’ve defined requirements, we can prioritise these into priority 1, 2 and 3 categories. Inevitably, there will be more needs than space within the dashboard. This prioritisation exercise allows us to de-scope some of the P3 needs and focus on the most important ones User group Information NEED ("I want to…") Information USE ("So that…") Frequency ("On a … basis") As part of the Global team I want to understand media performance by country Each must win country can be supported equally through the media plan Weekly As part of the Global team I want to know alignment video completion rates, broken down by video I can understand which video content best meets the needs of customers and what to improve Monthly P1 Priority 1 Focused on key performance measures / results P2 Priority 2 Source of insights and optimization opportunities P3 Priority 3 Reference point / hygiene metric
  16. 16. Creating storyframesSTEP 3
  17. 17. WTFisastoryframe? Storyframesareawrittenwireframe–ahybridbetweena scriptandasketch Storyframes answer the question: “How would I explain to a friend, in a conversation or in an email, this thing/topic/product/story I am trying to communicate?” Fabricio Teixeria They act hybrid document between a script/story and a wireframe. https://uxdesign.cc/storyframes-before-wireframes-starting-designs-in-the- text-editor-ec69db78e6e4 Example storyframe for dropbox.com
  18. 18. Howtowriteastoryframe Startwiththeprioritised‘needs’fromeachusergroup,includingtheseasquestionsthatneedanswering Tips on writing storyframes 1. Write it all down 2. Keep it short 3. Play around with the story. Change the order, the hierarchy 4. Shop it around for feedback 5. Think through how to design it: group modules, how to display information, proof points https://uxdesign.cc/storyframes-before-wireframes-starting-designs-in-the-text-editor-ec69db78e6e4
  19. 19. Build towards a prototypeSTEP 4
  20. 20. Bringingitalltogether Usingstoryframing,wecanrapidlyexploredifferentdashboardstructure/layoutsandmoveintowireframes Priority User group Information NEED ("I want to…") Information USE ("So that…") Frequency ("On a … basis") 1 As part of the Global team I want to understand media performance by country Each must win country can be supported equally through the media plan Weekly 2 As part of the Global team I want to know alignment video completion rates, broken down by video I can understand which video content best meets the needs of HCPs and what to improve Monthly 3 As part of the global PRODUCT team I want to understand what the bounce rate is per page for the PRODUCT website section I can identify any outliers or changes over time Bi-monthly
  21. 21. Establishing the data structureSTEP 5
  22. 22. Fromvisualtodatastructure Basedonthewireframes,wecaneasilyworkoutwhatdataarerequiredtobuildthedashboard P1 metrics • Single metric • Granularity: aggregated • Metric / calculated metric P2 metrics • Time series • Granularity: daily • Metric / calculated metric • New segment required P3 metrics • Heatmap • Granularity: aggregated • Related to a single dimension • Metric / calculated metric
  23. 23. Usingtheseconcepts • These are just ‘ideas’on how to design dashboards • They can be strung together into a single waterfall process… • Or cherry-picked to fit into however you work

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