Responding to Context: Using data to design experiences that care about customers

Responding to ContextUsing data to design experiences that care about customers

@hollielubbock @codeandtheory

@hollielubbock

The digital landscape is in flux, we need to design and manage

customer experiences to dynamically target audiences

and respond in realtime

The Problem

R E S P O N D I N G TO CO N T E X T

https://twitter.com/hollielubbock

@hollielubbock

Multiple Channels


S O C I A L M E D I A I S O N LY O N E TO U C H P O I N T A M O N G M A N Y

C U S TO M E R S A R E E X P O S E D TO

We are speaking to users across multiple channels we need to look at these holistically


@hollielubbock

Filter Bubbles


U S E R S V I E W S O F T H E I N F O R M AT I O N O N T H E I N T E R N E T I S E V E N M O R E F I LT E R E D

"collectively, these filters will isolate people in information bubbles only partly of their own choosing, and the inaccurate beliefs they form

as a result may be difficult to correct.”

Paul Resnick and colleagues University of Michigan's School of Information


@hollielubbock

Tailored Content


D U R AT I O N P L AT F O R M

U S E R T I M E

CO N T E X T F R E Q U E N C Y

LO C AT I O N F O R M AT

Our digital experiences have become unique. Publishers are tailoring the content we see to your

behaviours and touch points


@hollielubbock

To effectively target users within their filtered system we need data coming in from multi channels


B U S . S T R AT E G Y & F I N A N C E

M A R K E T I N G & CO M M S

C U S TO M E R S E R V I C E & S A L E S

O P E R AT I O N S : S U P P LY- D I S T R .

H U M A N C A PA B I L I T I E S

W E B S I T E & S Y S T E M S

D ATA W A R E H O U S E

S O C I A L M E D I A


@hollielubbock


Creating Impact

D ATA = I N F O R M AT I O N D ATA ≠ K N O W L E D G E

The Purpose of data is to help you make better informed business decisions, but how do we measure impact within such a large dataset?


@hollielubbock

We have so much data coming in, we don’t have time

to respond to it effectively So is it actually useful?

Ummm



The Risk Of Continuous Optimisation


When looking for insights from data there is a risk we continually optimise and only reach a certain point. We need to balance this with looking for innovations

outside of our normal markets and metric areas

@hollielubbock

W E N E E D TO TA I LO R A N D D E S I G N O U R D ATA U S A G E

We have dashboards measuring things we know. Why are we measuring that things are working? Surely we know it works. If we’ve planned and built and tested the system with and for users and know

that as a baseline it works well.

Make data work for you



@hollielubbock

Peaks and Troughs


£-

£10,000,000.00

£20,000,000.00

£30,000,000.00

£40,000,000.00

£50,000,000.00

40 41 42 43 44 45 46 47 48 49 50

T H I S S H O W S U S W H E R E T H E S Y S T E M H A S G A P S O R B R E A K S

A S W E L L A S W H E N I T P E R F O R M I N G E XC E P T I O N A L LY

W E L L .

Cut the amount of data – only measure the exceptions, rather than business as usual.


@hollielubbock

Combine exceptions with segmentation of early adopter

behaviours to predict how users will behave in the future.

Future Proof Your Data Strategy



@hollielubbock

D ATA T E L L S U S W H AT, W H E N A N D W H O B U T N OT W H Y U S E R S A R E B E H AV I N G A C E R TA I N W AY

But Why?



UX & CX


sharpestpencil.com.au/wp-content/uploads/

2013/07/talking-fingers.jpg

In traditional UX we talk to people, this gave us great feedback, but there was always a lapse in the feedback loop as we couldn’t find out and action as fast at we’d

have liked.

http://sharpestpencil.com.au/wp-content/uploads/2013/07/talking-fingers.jpg

@hollielubbock

User Journey Mapping


Customer or user journey mapping can help you think through what’s missing from a user perspective – across the whole lifecycle of engagement with your

product, from discovery to advocacy


@hollielubbock

UCD & Data


We need to combine UX and data practices to get the whole picture. The world is becoming more targeted

and individualised and one can no longer work without the other


@hollielubbock

W E S H O U L D A L L B E A B L E TO P L AY W I T H A N D A CC E S S D ATA

Large organisations need to reshape their data offering to have people with data skills or data analysts embedded into each product team.

Product Teams


Jer Thorp, “Data (v.),” OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/

U X / U I

D E V E L O P M E N TD A T A


http://sukjonghong.com/

@hollielubbock

Intersection


SOCIAL MEDIA

Confirms it is happening

USER CENTRED THINKING

Shows us why its is happening

DATA DRIVEN

Shows us something is happening

It’s the intersection which allows to react effectively


How do we use data at Code & Theory?

So then…


@hollielubbock

I W I L L P R A C T I C E M Y P R O F E S S I O N W I T H CO N S C I E N C E A N D D I G N I T Y;

I W I L L U S E D ATA TO F I N D A N D T E L L T H E T R U T H ;

I W I L L U S E W O R D S T H AT M E A N S O M E T H I N G ;

I W I L L S T R I V E TO M A K E M Y M E T H O D S T R A N S PA R E N T A N D R E P R O D U C I B L E ;

I W I L L U S E D ATA TO C L A R I F Y, N OT O B F U S C AT E ;

I W I L L P R E S E R V E T H E I N T E G R I T Y A N D H YG I E N E O F M Y D ATA ;

I W I L L G E T TO A G O O D Q U E S T I O N ;

10 Commandments of Data at C&T


I W I L L A N SW E R Q U E S T I O N S U S I N G T H E B E S T F O R M P O S S I B L E , E V E N I F I T R E Q U I R E S E D U C AT I N G M Y A U D I E N C E ;

I W I L L N OT H I D E U N W A N T E D R E S U LT S ;

I W I L L U S E R O B OT S TO D O R O B OT W O R K , N OT H U M A N S ;

I W I L L M A I N TA I N T H E U T M O S T R E S P E C T F O R P R I VA C Y;

I W I L L N OT U S E M Y K N O W L E D G E TO V I O L AT E H U M A N R I G H T S A N D C I V I L L I B E R T I E S ;

I M A K E T H E S E P R O M I S E S S O L E M N LY, F R E E LY A N D U P O N M Y H O N O R .

https://medium.com/@vndrewlee/the-analyst-s-oath-9ea7a56eb266#.xei2i08f1


@hollielubbock

R E G U L A R F LO W O F

~ 5 . 4 G B O F S O C I A L D ATA

P E R M O N T H

CO D E A N D T H E O R Y D ATA W A R E H O U S E

- R E G U L A R R E P O R T I N G - I N S I G H T D I S CO V E R Y - A D H O C A N A LY S I S

C L I E N T S

C R E AT I V E S

S T R AT E G I S T S

A CCO U N T T E A M S

A N A LY S T S

R E P O R T I N G D A S H B O A R D S

C U S T O M W E B A P P S

E M A I L A L E R T S

D ATA D O W N LO A D S

> 5 0 0 B R A N D S M O N I T O R E D CO N T I N U O U S LY

D O Z E N S O F A D - H O C S E L E C T O R S

S O C I A L A P I S A N D 3 R D PA R T Y D ATA P R O V I D E R S

How We Use Social Data At Code And Theory



L I V E S I N B R O O K LY N

S P E A K S E N G L I S H

D O E S N ’ T T W E E T S O O F T E N

W O R K S AT B U Z Z F E E D

O N T W E E T D E C K

O N H I S I P H O N E

L AT E F O R W O R K

F R O M N E W J E R S E Y

D E S C R I B E S H I M S E L F

J O I N E D T W I T T E R I N 2 0 0 8

L I K E S T H E CO LO R B L U E

T W E E T A U T H O R

R E T W E E T E R

D I S P L AY E D T W E E T 5 0 C H A R A C T E R S

R A W T W E E T

> 3 , 0 0 0 C H A R A C T E R S

Why do we like raw data?

The full tweet is a huge, rich packet of data just waiting to be analysed… Way more than

140 characters

@hollielubbock

O F F -T H E - S H E L F T O O L S A R E B U I LT T O A N S W E R S P E C I F I C Q U E S T I O N S .

In an agency context, data needs to be flexible and adaptive in order to address

unexpected questions and insights that arise in the creative process

https://medium.com/@vndrewlee

Why We Built Our Own Tools


M O R E E Y E B A L L S + M O R E I N F O R M E D J U D G E M E N T S = B E T T E R D E C I S I O N S

Locked in a database, a powerpoint, or a proprietary tool your data is not doing anything

for you.


https://medium.com/@vndrewlee

@hollielubbock

D ATA S T R AT E G Y = M E A S U R E M E N T S T R AT E G Y

Data is the measurable digital footprint of every part of your business. Data is the substance that allows us to effectively measure and optimise. To be effective, your data strategy must align to the

measurement strategy and in turn be clearly mapped to the business strategy

Strategy



@hollielubbock

Foursquare

Case study



The BackgroundF O U R S Q U A R E

In early 2015, Foursquare approached Code and Theory about a data visualization project for the release of their Pinpoint ad product.

W H E R E YO U G O I S W H O YO U A R E

Utilizing Foursquare’s data (user check-ins and wireless signals), they were able to determine (or “pinpoint”) real people’s movement noting “the places you go are the best indicator of who you are.” Improving upon technology that filtered out inaccurate location data, Pinpoint accurately allowed advertisers to know their audience–and their tastes–much more precisely. With this information, they could deliver very specific marketing and advertising campaigns.

R E P R E S E N T I N G T H E D ATA

With mounds of information at their disposal and a clear business case for turning the data into a stand alone business, there was one question: How could Foursquare clearly present this complicated information to mid-level marketers in an elegant and intuitive way?

Code and Theory worked with Foursquare to create a product that would present this information through a suite of data visualizations.

The Business ProblemF O U R S Q U A R E

P I N P O I N T T H E S TO R Y

Working with our data analysts, visual designers and developers, we designed and built a system to demonstrate Pinpoint’s accuracy by projecting visual layers onto an interactive map.

Utilizing WebGL and the Mapbox API, we created a 3D world where you can see check-in data, GPS data, and Foursquare's own venue shape data for a given location. Through a set of controls these different layers are turned on and off at different moments, camera sequences are created to zoom and rotate around venues, and custom transitions can be applied. Individual venue sequences are easily placed into a queue to show an animation moving through the world from location to location, telling compelling stories.

From the High Line and Empire State Building to the Mall of America, the visualizations were sophisticated ways to hone in on geographic areas and display Pinpoint's accuracy.

The SolutionF O U R S Q U A R E

D A T A W A R E H O U S E

D A T A S E R V E R

D A T A S E R V E R

D A T A S E R V E R

A P A C H E H A D O O P C L U S T E R

A P A C H E H I V E

Q U E R Y F O R S P E C I F I C D A T A S E T S B A S E D O N P A R A M E T E R S X , Y , Z

D A T A S E T F O R V I Z A

D A T A S E T F O R V I Z B

D A T A S E T F O R V I Z C

F O R M A T T E D J S O N F I L E S

V I S U A L I Z A T I O N C R E A T I O N /

M A N I P U L A T I O N T O O L

W E B A P P

V I Z A - 1

V I Z A - 2

V I Z A -*

V I Z C - 1

V I Z C - 2

V I Z C -*

V I Z B - 1

V I Z B - 2

V I Z B -*

V I D E O S

P R E S E N T A T I O N









K E Y N O T E P R E S E N T A T I O N S

@hollielubbock


@hollielubbock

Essie

Case study



We look at how our brands’ posts spread across the network and identify the communities that are engaging

W E L E A R N E D T H AT A S M A L L N U M B E R O F K E Y B LO G S S E T O F F E A C H C A S C A D E

The amount of social activity that a user can generate and how central they are within an active content-sharing network is more important

than their reach

@hollielubbock

COMMUNITIES RE-BLOGGING ESSIE’S TUMBLR POSTS (Q4 2013)

64.69% nail polish blogs

25.07% “preppy” style blogs

6.47% “girly” style blogs

1.26% inspirational quotes

TOP ENGAGING ESSIE FACEBOOK POST (Q3 2014)

We use the knowledge of how brands posts spread and use what we learn to inform creative executions that bring the

underlying consumer truths to life on the brand’s social channels (in this case lifestyle messaging)

Shifting The Message



Key Takeaways

F O C U S YO U R A N A LY S I S – M E A S U R E T H E E XC E P T I O N S

D ATA S T R AT E G Y = M E A S U R E M E N T S T R AT E G Y = B U S I N E S S S T R AT E G Y

C R E AT E C R O S S F U N C T I O N A L P R O D U C T T E A M S W H O U S E A N D R E A C T TO C U S TO M E R N E E D S A S Q U I C K LY A S P O S S I B L E

W ATC H O U T F O R CO N T I N U O U S O P T I M I S AT I O N - F O C U S O N T H E F U T U R E


Thank you!

@hollielubbock @codeandtheory

Data & Analytics

Responding to Context: Using data to design experiences that care about customers