From vanity to actionability

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FROM VANITY TO ACTIONABILITY

KRISH SWAMY,

DIRECTOR – DIGITAL ANALYTICS AND PERSONALIZATION

CAPITAL ONE

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PURPOSE OF ANALYTICS?

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DEFINING ACTIONABILITY?

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OUR THINKING OF THE DIGITAL SPACE HAS EVOLVED

Original thinking:

Digital as a low-cost channel for customer acquisition and servicing

New thinking:

Digital as a medium to engage and delight customers

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ENGAGING AND DELIGHTING CUSTOMERS IS ACCENTUATED BY THESE TRENDS

Smartphone trends

Millennials

Wearables

Multi-device experiences

Product + Experience

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WHAT DOES ENGAGE AND DELIGHT REALLY MEAN?

Do users find the digital experience useful?

Do users find the experience usable?

Do they find the experience enjoyable?

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KEY QUESTIONS IN FRONT OF ANALYTICS

Understanding what people are here to do /

What is the purpose of the page/ feature

How successful are we at engaging and delighting?

• Is the online experience Useful, Usable, Delightful?

How is this translating to the right and better business outcomes?

• Higher Revenue• Lower Costs• Greater Advocacy

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LETS WORK THROUGH A CASE STUDY

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ANALYTIC STEPS TO ACTIONABILITY

Step 1: Identify tasks (lots of people interviews, baseline analytics)

Step 2: Define metrics

Step 3: De-average

Step 4: Benchmark

Step 5: Tie back to business outcomes

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ADDITIONAL REQ FOR GREAT ACTIONABILITY

De-averaging Testing