#CNX14 - Data for Designers

#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


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

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



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



data


3. Qualitative: listening

Listen to the voice of the customer

• Call Center feedback• Survey/Feedback forms• Searching Social Networks

QuantitativeNumbers



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.


#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


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


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


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


1

3

4


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


1

3

4


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


1

3

4


4. Prioritize effort

Email body Email bodyVs.

Same CTR


#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%

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.


#CNX14

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