Post on 13-Nov-2014
description
#CNX14
Data for Designers
Kristina Huffman, Creative, ETMC @krudz
Schuyler Wareham, Data Analytics, ETMC
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“…research is finally getting into the creative…”
Sarah Hofstetter, CEO of digital marketing agency 360i
“…cater to behavior instead of a stereotype…”
Sarah Hofstetter, CEO of digital marketing agency 360i
But I do email!
TechnicalSQL, Python, “Big Data,” etc.
DomainExpertise
Digital Marketing Strategy, Creative (Email) Design,
Whale Breeding
StatisticalAnalyzing /understanding data;
“Maths” and stuff
Data Science!
Analytics Sophistication Spectrum
GeniusesEinsteinScooby Doo
Statistical ModelingRegressionDecision TreesCluster Segmentation
…
Multi-variant comparisonOpen-click-conversion by deviceClick-to-open rate by platform
Mid-SophisticationClicks by platformConversionsLength of openOpens by platform
Foundational Deliverability RateLinks ClickedOpen RateEmails Sent
Move up the
ladder one
rung at a
time!
Everyone has a mobile phone.
They’re using it to check email.
We know how to design for it.
Mobile Performance?! (v1)
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
71.4 71.4
28.6 28.6
OP
EN
S
OP
EN
S
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP
B: RESPONSIVE
Gap b/t Mobile Open and Click rates
Mobile Performance?! (v2)
Mobile Desktop iPad0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
3.6%
6.5%
3.7%
Non-Responsive
Mobile Desktop iPad0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
8.5%7.7%
5.8%
Responsive
Click-to-Open (CTO) by Platform
Track: Email Marketing
#CNX14
1. Identifying Data
QuantitativeNumbers
QualitativeNon-numerical
20% click-through Social network sentiment
QuantitativeNumbers
QualitativeNon-numerical
1. Tracking data2. Market share
data
1. Listening data2. Usability data
1. Quantitative: tracking data
Does email length affect overall click-through rate?
22% more clicks.
Yes!
Does device used to open affect where people click?
Yes!
Desktop Android iPad iPhone
Desktop Android iPad iPhone
Desktop Android iPad iPhone
Does length affect revenue?
Yes!
2X
Does length affect revenue? Yes!
2X*Individual results
may vary
What’s more…Mobile improvements expose Desktop • Mobile improvements expose Desktop flaws – you get 8 seconds
• Responsive forces content decisions, imposes focus• Where none exists, performance suffers
Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 Mar '14 Apr '14 May '14 June '14 July '14 Aug '14
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
-45%
-36% -37%-31%
-6%-2%
1% 0%
19%25% 23%
15%10%
-43%-46% -47%
-42%
-32% -30% -30%-25% -25% -24%
-20% -22% -24%
MobileDesktopiPad
QuantitativeNumbers
QualitativeNon-numerical
1. Tracking data2. Market share
data
1. Listening data2. Usability data
2. Quantitative: market share data
1. Apple iPhone
2. Gmail
3. Outlook
4. Apple iPad
5. Apple Mail
6. Google Android
7. Outlook.com
8. Yahoo! Mail
9. Windows Live Mail
10.Thunderbird
Design: Full responsive support = mobile view. Retina = double image sizes
Code: Apple blue links over dates, phone numbers
Design: Design a Grid View graphicCode: it’s picky: validate. Use preheader text
Design: Consider preview panesCode: Fallbacks! void margin, background images, use alt text,
Design: Design for a touch interface
Design: Design responsive w/ mobile-aware fallback, high res images, use live text, consider viewport Code: Code with alt text, bgcolors, buttons on left side
Code: Yahoo paragraph fix
QuantitativeNumbers
QualitativeNon-numerical
1. Tracking data2. Market share
data
1. Listening data2. Usability data
3. Qualitative: listening
Listen to the voice of the customer
• Call Center feedback• Survey/Feedback forms• Searching Social Networks
QuantitativeNumbers
QualitativeNon-numerical
1. Tracking data2. Market share
data
1. Listening data2. Usability data
4a. Qualitative: Self-Reported
1. Self-ReportedHave someone document their interactions with a brand in a Diary Study.
4b. Qualitative: Observational
2. Observational Observe someone using your email.
4c. Qualitative: Tracked
3. TrackedDo a formal usability study by using a controlled setting to track accuracy and timing of task completion, sentiment.
Track: Email Marketing
#CNX14
2. Using Data
Tell a story
Prioritize effort
Get buy-in on decisions
1
3
4
Inform design decisions2
1. Tell a story with data
Highlighting a path through the data can build a story
1. Tell a story with data
Character Conflict/tension Climax Resolution
80
70
60
50
40
30
20
10
0
Responsive design reduces barrier to click
72.6
52
27.4
48
71.4 71.4
28.6 28.6
OP
EN
S
OP
EN
S
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP
B: RESPONSIVE
Introduce Characters
A: NON-RESPONSIVE B: RESPONSIVE
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Per
cent
of t
otal
clic
ks/o
pens
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP
Introduce Tension or Conflict
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Per
cent
of t
otal
clic
ks/o
pens
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP
Introduce Tension or Conflict
Two-thirds of opens are
mobile, but only half of clicks.
Huge barrier to click!
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Per
cent
of t
otal
clic
ks/o
pens
71.4 71.4
28.6 28.6
OP
EN
S
OP
EN
S
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP
B: RESPONSIVE
Story Climax
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Per
cent
of t
otal
clic
ks/o
pens
71.4 71.4
28.6 28.6
OP
EN
S
OP
EN
S
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP
Two-thirds of opens and
clicks are coming from
mobile.
NO barrier to click!
B: RESPONSIVE
Resolution: What does this mean?
Tell a story
Prioritize effort
Get buy-in on decisions
1
3
4
Inform design decisions2
NetflixGoogle Don Draper
2. Inform decisions: Data-to-gut continuum
DATA GUT
Optimization:What works best in the current model?
Design innovation:What is the best possible model?
Tell a story
Prioritize effort
Get buy-in on decisions
1
3
4
Inform design decisions2
3a. Use data to get buy-in
Walk through your Creative with a Data-driven approach
3b. Use data to get buy-in
Tell a story
Prioritize effort
Get buy-in on decisions
1
3
4
Inform design decisions2
4. Prioritize effort
Email body Email bodyVs.
Same CTR
Track: Email Marketing
#CNX14
Lessons Learned
Email adapts to devices, people
Change occurs over time
Mobile must stand alone
1
2
3
New subscribers are unbiased4
Mind the Funnel5
1. Change occurs over time
Barrier to click: the percentage point gap between mobile open and mobile click rates
Desktop-centric Responsive Phase 1ResponsiveHeader/Footer
Responsive Phase 2 Responsive Phase 3
Sept '13 Nov '13 Jan '14 April '14 Aug '140.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
10.7% 11.1%
8.1%7.0%
4.3%
Trend line shows reduction in barrier to click over time
Goal = 0
2. Mobile experience has to stand alone
Many users experience your email and site on mobile only.
30 daily retail emails 1+million dataset
3. A rising tide doesn’t lift all campaigns
Abandoned shopping cart Welcome trigger
Weekly PromoRate & ReviewNewsletter
4. Test with new subscribers
They can learn new tricks
5. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
Focus on what you can affect at each stage.
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
Focus on what you can affect at each stage.
Email adapts to devices, people
Change occurs over time
Mobile must stand alone
1
2
3
New subscribers are unbiased4
Mind the Funnel5
Data + Design =
Own it. Seek it. Use it. Learn from it.
Track: Email Marketing
#CNX14
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Track: Email Marketing
#CNX14
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