About

I'm a partner in the advanced analytics group at Bain & Company, the global management consulting firm. My primary focus is on marketing analytics (bio). I've been writing here (views my own) about marketing, technology, e-business, and analytics since 2003 (blog name explained).

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16 posts categorized "usability"

November 18, 2009

@Chartbeat: Biofeedback For Your Web Presence

Via an introduction by my friend Perry Hewitt, I had a chance yesterday to learn more about Chartbeart, the real-time web analytics product, from its GM Tony Haile.

Chartbeat provides a tag-based tracking mechanism, dashboard, and API for understanding your site's users in real time.  So, you say, GA and others are only slightly lagged in their reporting.  What makes Chartbeat differentially useful?

I recently wrote a post titled "Fly-By-Wire Marketing" that reacted to an article in Wired on Demand Media's business model, and suggested a roadmap for firms interested in using analytics to automate web publishing processes. 

After listening to Tony (partly with "Fly-By-Wire Marketing" notions in mind), it occurred to me that perhaps the most interesting possibilities lay in tying a tool like Chartbeat into a web site's CMS, or more ambitiously into a firm's marketing automation / CRM platform, to adjust on the fly what's published / sent to users.

Have a look at their live dashboard demo, which tracks user interactions with Fred Wilson's blog, avc.com.  Here's a question: if you were Fred -- and Fred's readers -- how would avc.com evolve during the day if you (as Fred or one of Fred's readers) could see this information live on the site, perhaps via a widget that allowed you to toggle through different views?  Here are some ideas:

1. If I saw a disproportionate share of visitors coming through from a particular location, I might push stories tagged with that location to a "featured stories" section / widget, on the theory that local friends tell local friends, who might then visit direct to the home page url.

2. If I saw that a particular story was proving unusually popular, I might (as above) feature "related content", both on a home page and on the story page itself.

3. If I saw that traffic was being driven disproportionately by a particular keyword, I might try to wire a threshold / trigger into my AdWords account (or SEM generally) to boost spending on that keyword, and I might ask relevant friends for some link-love (though this obviously is slowed by how frequently search engines re-index you). 

(Note: pushing this further, as we discussed with Tony, we'd subscribe to a service that would give us a sense for how much of the total traffic being driven to Chartbeat users by that keyword is coming our way, and use that as a metric for optimizing our traffic-driving efforts in real time.  Of course such a service would have to anonymize competitor information, be further aggregated to protect privacy, and be offered on an opt-in basis, but could be valuable even at low opt-in rates, since what we're after is relative improvement indications, and not absolute shares.)

4. If you saw lots of traffic from a particular place, or keyword, or on a particular product, you might connect this information to your email marketing system and have it influence what goes out that day.  Or, you might adjust prices, or promotions, dynamically based on some of this information.

Some of you will wonder how these ideas relate to personalization, which is already a big if imperfectly implemented piece of many web publishers' and e-retailers' capabilities.  I say personalization is great for recognizing and adjusting to each of you, but not to all of you.  For example, pushing this further, I wonder about the potential for "analytics as content".  NYT's "most-emailed" list is a good example of this, albeit in a graphically unexciting form.  What if you had a widget that plotted visitors on a map (which exists today of course) but also color-coded them according to their source, momentarily flashing the site or keyword that referred them?  At minimum it would be entertaining, but it would also hold a mirror up to the site's users showing them who they are (their locations and interests), in a way that would reinforce the sense of community that the site may be trying to foster otherwise. 

Reminds me a bit of Spinvision, and by proxy of this old post

March 25, 2009

MITX Measurement 2.0 Panel Recap

Yesterday morning I went to a MITX panel discussion titled "Measurement 2.0: How to Tell the Full Digital Story".  With 110 folks, it was SRO at Google's pad in Kendall Square.  Charlie Ballard from One to One Interactive (sponsor of other cool MITX panels) moderated, and the other panelists included Paul Botto , head of GA Enterprise Sales at Google, Morris Martin from Microsoft's Atlas Institute (that's him in the banner picture), Visible Measures' VP of Marketing and Analytics Matt Cutler, Mike Schneider from Allen & Gerritson, and my friend and colleague Ms. Perry Hewitt, CMO at the Cambridge-based social media measurement firm Crimson Hexagon.

Notwithstanding that it's so very 2004 to call anything "2.0" these days, Mike was correct to point out that before we can expect dollars to move toward "Web 3.0", we've got to get Measurement 2.0 right first.  Charlie usefully characterized that if "1.0" is about optimizing within channel silos, "2.0" is, in this context, about optimizing across them.  Whether you like the moniker or not, I agree (not uniquely) with his premise.  

Paul pushed the point further, arguing that to really understand a customer's experience, we need to move beyond a page-based measurement model to an event-based one.  This is especially necessary in a rich media world (think YouTube) where an experience spanning interaction across multiple rich media objects can happen within the context of a single page. (Whether or not you agree, it's provoking to think that while some pressures push us to think more macro (multi-channel), other technological developments push us to go more micro (intra-page).  Wonder if the same design concepts (pathways, handoffs) apply "fractally"?)  

However, Mike took the view that we should be careful about introducing new more exotic frameworks into a world where standards are such that we still can't agree on what defines a visit.  Matt pointed out that event tracking generates 10-100x the data, further complicating matters.  I'm in between: if you got a whole lotta Flash, you have no choice but to implement event-based measurement. Nonetheless, if we can't agree on standards, you give up benchmarking, because your own site (and perhaps others your agency has implemented) will be your only apples-to-apples point of reference.  (Paul indicated that event-based measurement is an invitation-only feature of GA.  I asked for one, and will report what I learn when I get to try it.)

Charlie kicked off the questions for the panel by referring to the multi-channel-measurement tool ur-text, Suresh Vittal's (Forrester Research report "Defining The Online Marketing Suite".  Specifically he asked if the centralized, "command and control" notion of tracking folks through a purchase pipeline across multiple channels still makes sense.  

Matt's take was that the explosive rise of social media has pushed the centralized model toward obsolescence (so soon!). He argued that with the "conversation" happening in places that don't (yet) let you slip measurement tags into their "vessels", marketing needs to be more about tracking what's happening out there using tools (like Perry's firm's) that Suresh didn't then cover but since has.  "Today, the center of gravity has moved, and marketing is much more like portfolio management", said Matt.   He then pointed to a silver lining opportunity: getting value from what he called "big data".  He described how in some presentations, he's successfully used tagcrowd.com to crunch a big bolus of comments on a video to infer / visually convey their collective meaning.

One question is, if we take his comments literally, are we back to local optimization of social stovepipes?  And, "big data" is valuable if you've got big comments.  What if no one comes to your party? In Long Tail space, no one can hear you scream. (Aside: this puts a premium on understanding viral propagation of your social media efforts as part of your portfolio management.)

Morris argued that the central model's value is just beginning to be realized, as it enables us to better understand the value of "upstream" investments and slowly ease away from over-emphasizing the value of being (if you're a publisher) / spending on (if you're an advertiser) the "last click".  Setting aside that Atlas is a display ad network with a natural interest in making this point, others have confirmed that display campaigns lift searches 15-20%.  Knowing this value, I think the opportunity here is to do the math to determine the "effective CPA" of an extra dollar to search vs. an extra dollar to display.

Charlie next asked, "How do we move from measurement to optimization?"  

Morris asserted that you've got to be able to track everything first, and that you shouldn't try to retrain media planners to work with a different process -- it's just too hard.  He pointed us to Atlas' Engagement Mapping tool, (launched a year ago, here's a review) as one option for optimizing within existing constructs.

Perry noted that one client has told her that her thinking about optimization has shifted, from "measure twice, cut once" to "measure twice, cut fast" -- the point being that media usage patterns are shifting quickly enough that a rough optimum appropriate to today is better than a perfect optimum appropriate to patterns we saw six months ago. Perry continued, "agility is the core competence in optimization efforts today."

Picking up Perry's thread, Matt urged the audience to think carefully about what data to collect.  He distinguished between "just-in-time" versus "just-in-case" data collection efforts.  "A bigger regression won't help," he noted, observing that "Even if it's more accurate, if people can't understand it they're unlikely to be able to act on it."  He suggested focusing on a narrow set of metrics and trying to move the needle 10% first, then adding more complexity to your models.  And, as a way to avoid analysis paralysis, Mike advised starting with a likely story in mind to prove or disprove, rather than boiling the ocean (testing/ regressing everything against everything) to find "emergent stories".  Truly men after my own  heart.  

A logical extension of the points above, particularly Perry's, is to shift the relative importance of A/B testing and passive measurement, versus back-testing, for media mix modeling efforts.  Charlie moved to this question next, asking, "How far can it go?"

Paul pointed out great results they've had (using Google Website Optimizer, natch) optimizing the Picassa download page.  Testing 200 different versions, they settled on one that "none of us would have ever thought of" that drove downloads 30% higher.  Surprisingly, the words "free download" don't help.  And, for those who fear that testing curbs creative freedom, reducing us to no better than Shakespeare's Monkeys, Paul pointed out that ironically, the opposite has been true -- creative teams feel they don't have to "play it safe" and can explore more possibilities, knowing that testing will ultimately discipline the process.  (Of course, this is true when experiments are as small as having or not having "free" on your page, but gets harder as the creative execution gets more expensive.)

Charlie's next question: "What about brand-focused advertising measurement?"  Matt talked about how the emergence of online video and social media have brought the left and right brains together: in these media, it's now simultaneously possible to craft a story that traditional brand marketers love and to measure its impact at least better than before, if not yet well enough.  In particular, he told the story of a credit card company that syndicated a video widget and saw a big jump in applications from folks who viewed it.  Perry told the story of how semantic analysis of an online crafting community's conversations (about vinyl home decor -- go figure) is being recycled to shape creative execution of television spots for one of her firm's clients (Ahem Perry, interesting crowd you're hanging with).  Matt further pointed to opportunities for "viral packaging", like paying Blendtec $10k to ask "Will It Blend?" of your product after their clever YouTube experiment with the iPhone drove millions of views and hundreds of thousands of subscribers to Blendtec's channel.  Paul suggested folks try Google Insights for Search as a way of getting a better view of what's happening upstream.

Panelists suggested the following additional resources:


Q&A:

  • I asked about whether the assembled players had explored allowing members of social media services like FB and LinkedIn extend their member profiles to include "analytics tracking tags" fields, so members could track visits and interaction by others in content the members publish or syndicate there.  It seemed to me a win-win all around for advertisers, members, and social media platforms.  Answer, good idea in principle, but social media platforms still guard that data jealously and there are privacy concerns that folks like Google and Microsoft in particular are sensitive to.  Paul did note though that YouTube provides some of this data to branded channel customers today.  My view is that if I can track you, dear reader, in GA using the tag embedded on this page through the Typepad template that wraps this content, it won't be long before Facebook makes the same thing happen, since advertisers want/ will pay for that (indirectly via CPMs), and who knows, they might be able to get a buck or a few each month from publishers to whom that information is really valuable.
  • Another person asked about the validity of the "view-through" as a metric -- that is,  what credit do you give to display ads that aren't clicked on?  Here's an article that describes the issue further (I love the author's concluding sentence: "Something between 0 and 100 percent credit is appropriate, depending on the advertiser's unique environmental, programmatic, and analytic profile. Each advertiser has to find its own answer.")  Morris referred folks to the Engagement Mapping research cited above, noting that "You can't grow search from the bottom of the funnel."
  • A third question was about the degree to which marketers should try to identify "emergent" funnels from the data versus operate/ test "pre-defined" purchase funnels.  The panelists were pretty much aligned in their responses about the practicality of focusing on the latter.  Matt said, "we're reinforcing for advertisers the importance of stories -- as humans we're tuned to listen to stories deep in our DNA, and it's much harder to infer them from oceans of data and analyses."  (From my end, I see an opportunity here -- services that collect stories as hypotheses, so that you can test the fit between stories and stats, mad-libs style.)  Charlie told a story about how they had tracked anonymous user 110135 through this cookie ID, and used this journey in a presentation to a cable company CEO, to huge effect.  Mike put it beautifully: "No story, no value."

June 14, 2008

Re-Imagining Social Networking

Yesterday, Om Malik posted on the apparent plateau we've reached in the growth of social networking as a business.

My read:

  • For social networking to be really valuable, it's got to be really relevant to and really usable by a large number of people.
  • Today, these two conditions are true only for 15-25 year olds and for tech early adopters and evangelists (of all ages).
  • The way forward for relevance lies not in thinking "social-networking-out", but in "high-value-use-case-back".
  • The way forward for usability lies in "opt-out" vs. "opt-in" interface engineering.

Continue reading "Re-Imagining Social Networking" »

April 17, 2008

500 Mirrors: Channeling Light Into The Business of Virtual Worlds

I connected recently in NYC with my ex ArsDigita colleague and good friend Kevin Kelly.  Kevin is (among other roles) the CEO of 500 Mirrors, an enterprise-class virtual world platform provider, and was in town for the annual VirtualWorlds Conference at the Javits Center.

For the virtual worlds crowds, these are dark days, not unlike what things were like for the web generally in 2002.  After flying high in 2006 -- including making the cover of Business Week -- Linden Labs' Second Life, the poster child for the category, has hit rough patches on several fronts, including usability and, security, and scalability.  Electric Sheep, the leading interactive agency helping corporations build and pimp out their VW experiments, recently cut back its staff significantly.  And as most of us have seen, even mighty IBM, the corporate pied piper of the VW movement, has been advertising against its own efforts.  The remaining bright spots in the "classic" rich-client VW world these days seem to be in applications for kids:  Webkinz, Club Penguin, Habbo Hotel -- virtual babysitters for kids that parents are willing to pay for, perhaps partly as diversions to keep them away from first-person shooters,  MMORPGs, or perhaps as training for earning the big bucks playing WoW.  Though 1300 people registered for the conference, things seemed quiet even for the cavernous Javits, with few attendees from big-name companies/ brands in evidence.

My overwhelming impression remains that this is an industry whose technological reach and ambition greatly exceed its grasp of imaginative use cases for which this medium is uniquely suited.  Kevin and 500 Mirrors' CTO and founder Bob Flesch get this in spades.  Kevin tells a story of a recent conference in SL that illustrates the state of things:

  • with a limited number of avatars each island (server instance) can support, the conference inevitably had an empty feeling;
  • lots of power and flexibility for moving around means too much power for newbies and the less experienced;
  • P-bombings have been an unfortunate reality;
  • functionally, the experience's complexity exceeds its theoretical information and communication advantages -- for example, it's hard to read expressions when an avatar -- if human -- is programmed by default to look ironic and bored, if hip.

500 Mirrors' name reflects an approach to scalability it has developed that has effectively solved population limits for any practical enterprise and even consumer scenario.  (Proof comes from production instances that unfortunately Kevin can't disclose without unpleasant consequences.)  On the usability front, Kevin and Bob are focused on providing more by enabling less -- pre-scripting movement sequences to get someone into the right place in the right space, for example, or by turning off flying, or by simply making it impossible to get trapped in a corner.  Finally, since each instance they set up for a client is isolated (whether hosted by 500 Mirrors or installed behind a client's firewall), attendees can't jump out to inappropriate places, and intruders find it harder to get in.

But the biggest insight comes from conceiving of use cases that make sense, and Kevin's got a separate business going that's nailed one of these.  More about this in an upcoming post...

February 28, 2008

LMS Usability Review

In all the years that I've been involved in the OpenACS/ .LRN community, it's been my experience that we get high marks for the architectural sophistication and power of the toolkit, but that we get dinged when it comes to usability, especially vs. Moodle, the latest darling of the LMS world.  So, with that as a backdrop, check out this study presented by Emmanuelle Raffenne of Spain's Universidad de la Educacion a la Distancia (UNED) at the recent .LRN global user meetings in Guatemala.   Congratulations to all the members of the community who have been working very hard on this front!

More to follow on the conference...

Continue reading "LMS Usability Review" »

November 21, 2007

Days of Wine and Anger

From my friend Bill Ives, this post on the subjectivity of wine appreciation.  Lots of wisdom here to support why disciplined development of users and use cases makes sense when assessing applications specifically and overall user experience generally.  And, what a great story to work into a talk!

See also Jeff Bonforte's excellent talk on "Anger in Innovation".  Message: market based on appealing to anger and pain, not on coolness.