1.
The role of digital analytics and
how I see it
Outi Aramo
10.10.2016

2.
There are only TWO substantial
phases in a life of a digital service

3.
They are
being built

4.
Or they are
optimized

5.
Another perspective: how do we use various
methods to gain insight for design?
Before During Live
Interviews,
observations, surveys
Web analytics of an
existing service
Prototyping
User testing with real
users, heuristics
User feedback
Digital analytics, heat
maps, mouse tracking,
session recording, polls,
feedback

6.
The Essentials of Conversion optimization, Peep Laja, Founder of ConversionXL

7.
What has caused this change of emphasis?
• Growing investments in marketing are driving more comprehensive
monitoring. There is an endless demand for understanding what type
of marketing investment yields the best profits.
• Cloud computing and network capacity have grown exponentially.
Data storing is quicker than ever and data storage capacity is
inexpensive.
• Simultaneously the digital analytics tools as well as SaaS tools for
gathering user insight have developed tremendously. They are easy to
use and inexpensive. Many of them can be integrated with digital
analytics tools.

8.
What digital analytics can reveal?
Basic implementations
• Pageviews
• Links
• User flows from a page to another
• Goal conversions
• Time on site
All the above segmented per: device
type, OS, browser, traffic source, geo
location
With some extra configurations
• Page level events like clicks on
elements, scrolls, play/pause
• Ecommerce funnel
• Attribution for various channels
• Content grouping

9.
Digital analytics: the restrictions
Is incapable to answer
• Why user behaved like he did
• How satisfied users are
• Which element did a single user click
on a single page
• Who the user actually is
• What the context of usage actually is
• How users will behave in the future
Does not give easy answers to
• How users behave in a multidevice
world
• How do we perform compared to our
rivals
Technical restrictions
• Normally requires an access to an
external server
• Can be implemented into a testing
environment provided that it is open for
the measurement data transfer

10.
Prerequisites of good digital analytics
• Extensive enough
• Covers all content
• Aggregates data into easy-to-analyze roll-ups
• All traffic sources tracked
• Captures major goals
• Reliable
• Implemented correctly
• Uses up to date scripts and triggers

11.
How to mix and match digital analytics and
qualitative research
Digital
analytics
Qualitative
insight
Create a working hypothesis and use as basis
for exploratory research
Create a working hypothesis and test if digital analytics can confirm your findings
Digital analytics data is very
useful, when you are not just
poking around, but you are
trying to find out if the analytics
data can confirm a finding that
was brought up by something
else.
Analytics is good for showing
discrepancies in user behavior.
The causes of behavior need to
be studied with qualitative
methods.

12.
Hotjar – a powertool for optimizers

13.
“Improve your UX with Google Analytics”
• http://www.creativebloq.com/ux/improve-your-ux-google-analytics-
31619685
1. The Behavior Flow report: shows how people move from page to page.
2. Navigation summary: for any specific page, the report presents two
columns listing users' previous and next pages, and the portion of
pageviews coming from each page.
3. Events flow: Events can be any kind of user action you want to track with
analytics, but they're typically actions that would otherwise be invisible
to analytics, like clicking a button that doesn't take the user to another
page.
4. Inferring intent: all pages report, landing pages report, search queries,
onsite search, referrals

14.
OUTI ARAMO | Senior Consultant
Digital Marketing Services
+358 40 861 9252
Twitter | @outiaramo
LinkedIn | Outi Aramo
www.solteq.com
Vuorikatu 14 B | 00100 HELSINKI