The role of digital analytics and how I see itOuti Aramo10.10.2016

There are only TWO substantial phases in a life of a digital service

They are being built

Or they are optimized

Another perspective: how do we use various methods to gain insight for design?

Before During Live

Interviews, observations, surveys Web analytics of an

existing service

PrototypingUser testing with real

users, heuristicsUser feedback

Digital analytics, heat maps, mouse tracking,

session recording, polls, feedback

The Essentials of Conversion optimization, Peep Laja, Founder of ConversionXL

What has caused this change of emphasis?• Growing investments in marketing are driving more comprehensive

monitoring. There is an endless demand for understanding what type of marketing investment yields the best profits.

• Cloud computing and network capacity have grown exponentially. Data storing is quicker than ever and data storage capacity is inexpensive.

• Simultaneously the digital analytics tools as well as SaaS tools for gathering user insight have developed tremendously. They are easy to use and inexpensive. Many of them can be integrated with digital analytics tools.

What digital analytics can reveal?

Basic implementations• Pageviews• Links• User flows from a page to another• Goal conversions• Time on siteAll the above segmented per: device type, OS, browser, traffic source, geo location

With some extra configurations• Page level events like clicks on

elements, scrolls, play/pause• Ecommerce funnel• Attribution for various channels• Content grouping

Digital analytics: the restrictions

Is incapable to answer• Why user behaved like he did• How satisfied users are• Which element did a single user click

on a single page• Who the user actually is• What the context of usage actually is• How users will behave in the future

Does not give easy answers to• How users behave in a multidevice

world• How do we perform compared to our

rivals

Technical restrictions• Normally requires an access to an

external server• Can be implemented into a testing

environment provided that it is open for the measurement data transfer

Prerequisites of good digital analytics• Extensive enough

• Covers all content• Aggregates data into easy-to-analyze roll-ups• All traffic sources tracked• Captures major goals

• Reliable• Implemented correctly• Uses up to date scripts and triggers

How to mix and match digital analytics and qualitative research

Digital analytics

Qualitative insight

Create a working hypothesis and use as basis for exploratory research

Create a working hypothesis and test if digital analytics can confirm your findings

Digital analytics data is very useful, when you are not just poking around, but you are trying to find out if the analytics data can confirm a finding that was brought up by something else.

Analytics is good for showing discrepancies in user behavior. The causes of behavior need to be studied with qualitative methods.

Hotjar – a powertool for optimizers

“Improve your UX with Google Analytics”• http://www.creativebloq.com/ux/improve-your-ux-google-analytics-31619685

1. The Behavior Flow report: shows how people move from page to page.2. Navigation summary: for any specific page, the report presents two columns

listing users' previous and next pages, and the portion of pageviews coming from each page.

3. Events flow: Events can be any kind of user action you want to track with analytics, but they're typically actions that would otherwise be invisible to analytics, like clicking a button that doesn't take the user to another page.

4. Inferring intent: all pages report, landing pages report, search queries, onsite search, referrals

OUTI ARAMO | Senior ConsultantDigital Marketing Services+358 40 861 9252

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