GAUCbe 2015 - Dashboard Building - Involving clients to find the right metrics - Devid Dekegel
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Transcript of GAUCbe 2015 - Dashboard Building - Involving clients to find the right metrics - Devid Dekegel
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THERIGHTMETRICS
7 8 iw 6
FINDINGDASHBOARD BUILDING
DEVID DEKEGEL • COLRUYT GROUP • #GAUCBE
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HELLO#GAUCbe!
ABOUT MY JOB • Digital Analyst • 24 Brands • 36 Digital pla5orms • Lots of reports and dashboards
ABOUT ME • Former digital marketeer • Background in design • 2 kids • Street art & Sketchnotes
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It takes time: Structure @ Colruyt Group
(COM. DPT
UX SPECIALISTSDIGITAL ANALYTICS
BRAND
MARKETING TEAM
BRAND BRANDBRAND
MANAGEMENT
MEDIA STRATEGY
@Devid_d / #GAUCbe
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It takes time:
@Devid_d / #GAUCbe
Evolution @ Colruyt Group
(2012
• Basic Google analy>cs implementa>on
• Powerpoint + Excel repor>ng
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It takes time:
@Devid_d / #GAUCbe
Evolution @ Colruyt Group
(2012
• Basic Google analy>cs implementa>on
• Powerpoint + Excel repor>ng
2013
• Semi-‐advanced Google analy>cs implementa>on • Excel + Google
Analy>cs dashboards
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It takes time:
@Devid_d / #GAUCbe
Evolution @ Colruyt Group
(2012
• Basic Google analy>cs implementa>on
• Powerpoint + Excel repor>ng
2013 2014
• Semi-‐advanced Google analy>cs implementa>on • Excel + Google
Analy>cs dashboards
• Tag Management • Universal Analy>cs
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It takes time:
@Devid_d / #GAUCbe
Evolution @ Colruyt Group
(2012
• Semi-‐automa>c dashboards
• Semi-‐automa>c campaign repor>ng • KPI/Dashboarding
workshops • Mul>ple datasources
• Basic Google analy>cs implementa>on
• Powerpoint + Excel repor>ng
2013 2014 2015
• Semi-‐advanced Google analy>cs implementa>on • Excel + Google
Analy>cs dashboards
• Tag Management • Universal Analy>cs
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WHATIS ADASHBOARD?
“A dashboard is a graphical summary of various pieces of important information”
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Dashboards: There’s a lot of them…
@Devid_d / #GAUCbe
Y
3D LOVERS…
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WANNABE PILOT…
Dashboards: There’s a lot of them…
@Devid_d / #GAUCbe
Y
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DotDotDot…Dashboards:
There’s a lot of them…
@Devid_d / #GAUCbe
Y
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Clean…
Dashboards: There’s a lot of them…
@Devid_d / #GAUCbe
Y
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Compact…
Dashboards: There’s a lot of them…
@Devid_d / #GAUCbe
Y
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• Accurate • Easy to read • Fast • Compact • Provide insights • Drive acGon • NOT reports
Dashboards:
@Devid_d / #GAUCbe
Y
Tip: Do the “tell-‐me-‐a-‐story-‐test”…
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FINDINGMETRICSTHAT MATTER
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Workflow:
@Devid_d / #GAUCbe
( 2 Framework
1 Scorecard
3 Metrics
4 Visualization
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SCORECARDS:
@Devid_d / #GAUCbe
(
Tip: De Internet Scorecard 2.0
by Geert-‐Jan Smits & Joost Steins Bisschop
1
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SCORECARDS:
@Devid_d / #GAUCbe
(
1
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USE AFRAMEWORK:
@Devid_d / #GAUCbe
(REACH ACT CONVERT ENGAGE
2
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USE AFRAMEWORK:
@Devid_d / #GAUCbe
(REACH ACT CONVERT ENGAGE
Where do they come from ?
What do they do?
What are the results?
How do we retain them?
“This is my framework. there are many like it, but this one is mine…”
2
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USE A FORMULA:
@Devid_d / #GAUCbe
(? QUESTION = DIMENSION + METRIC !!! ANSWERS
3
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@Devid_d / #GAUCbe
( ? …………….. = ……+ …… !!! …………….
USE A FORMULA: 3
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@Devid_d / #GAUCbe
( ? QUESTION = ……+ …… !!! …………….
USE A FORMULA: 3
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@Devid_d / #GAUCbe
(
USE A FORMULA: 3
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@Devid_d / #GAUCbe
(
? ”I Want to know the value of my marketing channels”
USE A FORMULA: 3
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@Devid_d / #GAUCbe
(
? ”What are our users looking for?”
USE A FORMULA: 3
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@Devid_d / #GAUCbe
(
? ”What are users looking forAND get no results?”
Tip: Don’t be afraid to use custom dimensions and
metrics to answer specific quesHons.
USE A FORMULA: 3
Custom dimension
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Build it:
@Devid_d / #GAUCbe
(REACH ACT CONVERT ENGAGE
Tip: Keep it compact.
Avoid too many elements in one dashboard
4
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REMEMBER:
@Devid_d / #GAUCbe
(• Don’t start solo • InteracGon is key • Detect the needs • Educate your clients / colleagues
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BUILDING THEDASHBOARDMETHODS AND TOOLS
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Dashboarding tools:
@Devid_d / #GAUCbe
Google Analytics
• Integrated & Free • Good Interface • Easy to use • Limited
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Dashboarding tools:
@Devid_d / #GAUCbe
Tableau
• Massive amount of customizaGon • Good Interface • Many datasources • local & cloud version
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Dashboarding tools:
@Devid_d / #GAUCbe
KLIPFOLIO
• Good amount of customizaGon • Nice Interface • Many datasources • Cloud soluGon
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CONCLUSION& KEY TAKEAWAYS• Interaction makes work easy ;
involve your clients / colleagues • Use custom dimensions and metrics • try different dashboard tools • Respect visualizing rules • It takes time to get to the perfect result