When we propose and implement changes to the way systems work by changing interactions, we make sure that every change to the UX/UI impacts the user but also the analyst, by providing the analyst with a new set of data. By doing this, we set grounds for constant feedback loop between designers and analysts in a way that every change should accommodate a certain pain point for the analyst.
2. Event-based world: a decision-making model
Segment by data classification
In GA there are ≈270 (GA 360 ≈470) dimensions
Cambridge Analytica used ≈2000 data points
3. Event-based world: a decision-making model
How to create more data classification?
Segment by data classification
4. Event-based world: a decision-making model
Two principles of digital measurement
1. The assumption that people’s consumption choices are
intentional - people consume what they want to consume
2. The assumption that people’s preferences are (relatively)
stable
Gary Angel - Measuring the digital world
5. Event-based world: a decision-making model
Most common classification strategies
• Site taxonomy
• Product taxonomy
• Functional taxonomy
• Topic taxonomy
• Audience
• Sales stage
6. Event-based world: a decision-making model
Your new mantra
The richer your classifications, the better your segmentations.
7. Event-based world: a decision-making model
Audience classification examples
Understanding users and personalization
Event based world examples
BUSINESS
USERS
ANALYST
11. Event-based world: a decision-making model
User Business Marketing/Analytics
Better understanding of
programmes
Less cognitive load
More structured market
demand
Better understanding of their
business position
CRO insights
Audience interests
Personalization
12. Event-based world: a decision-making model
Example - Travel industry E-commerce
Increase direct bookings
14. Event-based world: a decision-making model
User Business Marketing/Analytics
Discount
Ability to help
More bookings
Service feedback
Audience use cases
Brand awareness
Site usability
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Example - E-commerce wholesale
Information structure
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User Business Marketing/Analytics
Save money/time Understading of market
demand
Audience use cases
Content prioritization
Focused Ads campaigns
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