Author Archives: robert

1. I ❤️ MeasurecampCPH

   3 May 2023 15.27 Leave a Comment

   I’ll say it before, and I’ll say it again: Measurecamp Copenhagen is one of the highlights of my year, both in the professional and personal sense. 

   I first heard of Measurecamp during a Web Analytics Wednesday CPH announcement back in 2017, as they were looking for volunteers to join the steering committee to bring the event to the Nordics for the first time. I was on maternity leave at the time and going a bit stir crazy without anything ‘professional’ to do (there are only so many times I can sing about Incy Wincy Spider climbing up the sodding water spout to a 5 month old), so off went an email to Jomar and boom, I’m part of the team. At this point I didn’t know know of the vastness and the ‘tight-knitedness’ of the analytics community, let alone anything about Measurecamp – but the more I learnt about both, the more I intrigued and excited I got, despite the fact I was, in my head, “just a marketer” (Measurecamp isn’t just for analysts, data engineers, or implementation specialists, btw).

   

   I’d never experienced an event like it. It was so different to every single industry event I’d been to so far where the room tends to be divided into Speakers and Attendees. Measurecamp, very deliberately, levels out the playing field so whilst there are well known people in attendance, there is no hierarchy and it is flexible AF. You want to hold a talk in a room that holds 70 people? Go for it. Or do you, like me, prefer holding smaller discussions in a room that holds more like 12 people? All good. Anything goes. 

   Measurecamp is a place where I feel confident enough to throw my thoughts, no matter how loosely organised they are, out there into the ring for discussion to see if those ideas hold weight. But more importantly for me, Measurecamp is also a place where I look forward to hearing a lot of people who are way smarter than me talk about things of interest to them and to me. I come away each year with a new piece of knowledge, or a couple of new thoughts to chew on. 

   I realise a lot of this can be applied to Measurecamp in general, and not just Measurecamp CPH. But Measurecamp CPH has been the only one I’ve been to, and – probably due to being on the original organising committee – it just feels like my ‘basecamp’ and probably always will, even if I moved to Antarctica. People fly into Copenhagen from all over the world, and every time the we gather in CPH for that one Saturday a year, it feels like I’m welcoming people into our (wonderully nerdy, and may that never ever change) home. It’s genuinely something special to me. 

   Next ticket release is on 11th May, 12pm CET – come join me and the rest of the wonderful community there. It’s awesome, I promise. Bookmark it. Get a ticket.

2. User Feedback: Adding a New Dimension to Your Analytics

   1 June 2019 11.51 Leave a Comment

   The original blog post appeared on the Usabilla Blog.

   Today’s companies know they need to be optimizing their digital channels to stay ahead, but how exactly do they do it? And where do they start? Some will tell you that there’s no better method than hard, quantitative data from analytics tools. Web analytics are a great source for identifying how your platform is being used or where your users are getting stuck. This is great input for improvements, but, do you know why your customers display certain behaviors and patterns? Probably not. Because most of the actions we take based on our analytics are derived from interpretations of the data. We don’t actually have the contextual evidence we need to verify our assumptions. By combining analytics together with user feedback, you can stop guessing and start understanding the why behind your data.

   Now that we caught your interest, let’s dive into how user feedback works in combination with your data management and analysis platforms.

   

   Connect user feedback to your analytics

   Whether you’re using Google Analytics or Adobe Analytics as a source for your daily stats, you can integrate user feedback with your analytics data by simply sending a custom variable to your analytics solution. The variable ensures the feedback is connected to a session ID. Adding qualitative data to your analytics gives you more insights and opportunities to improve your products.

   Fill in the gaps

   As mentioned before, qualitative user insights tell you the why behind your data. Analytics data shows you how customers navigate around your platform or website: where they spend a lot of time, where they drop off, and where they run into potential issues going back and forth in between certain pages. But do you really know why?

   

   By connecting feedback to your analytics data, you are more likely to start understanding why users are experiencing these issues. If you’re still not clear, this is the time to start asking your customers. Find out what holds customers back from continuing on the page, or completing their task by targeting a survey right on that specific interaction. Let’s take a simple example: the purchase funnel. Why are customers dropping off in the last step of the funnel? A quick question will help you stop guessing and gives you a clear overview of why it’s happening.

   Start journey mapping

   The most effective way to get the information you need to optimize your digital channels is actually a combination of quantitative and qualitative data. Now, you can start mapping the different customer journeys on your platform.

   Define the different stages in which your customer are and identify which journeys are the most critical. How satisfied are your customers at every stage? Which journey scores the best? You are now able to create an internal benchmark for the different journeys and stages. Feedback collected from customers will provide you with the in-depth information on how satisfied they are with the interaction.

   

   Validate & Prioritize

   The customer journey maps show you the most critical obstacles for your customers. This will give you the information you need to start understanding where to direct your optimization efforts. The scores of the journey stages and the overall scores form a benchmark for validating your future improvements. Close the loop of your development cycle by continuously prioritizing, validating, and improving customer journeys.

   By combining user feedback and analytics data, you can ultimately make better-informed decisions. Quantitative data from your analytics tools may tell you what is happening, but integrating this with qualitative user insights will tell you why. With user feedback and analytics, fill in the gaps in your data set, map out the most valuable points in your customer’s journey, validate assumptions, prioritize improvements, and then do it all over again to continuously improve your customers’ experience.

   Meet Usabilla this Saturday at the third MeasureCamp Copenhagen!