your 5 step plan to beat analysis paralysis, trump opinions and make better decisions
TRANSCRIPT
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Your 5 step plan to beat analysis paralysis, trump opinions and make better decisions
Healthcare Internet Conference · 2016
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About Your Speakers
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Alex SchneiderSupervisor of [email protected]
Chad HallertDirector of Digital [email protected]
• 15 Years in Digital Marketing
• Direct Marketing News 40 under 40
• Instructor at the University of Nevada
• 9 years in healthcare web & IT
• Lead strategist for Renown Health Web and Emerging media
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• 6+ years working together
• Started with web development
• Currently partner on
• Development
• Content Strategy
• Digital Advertising
• Analytics
• SEM/SEO
• Conversion Rate Optimization
Renown / Noble Partnership
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Objectives
• Review our 5 step plan
• Share strategies & techniques to better utilize analytics
• Review real life examples and lessons learned from Renown Health
Our Goals for Today
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1. Establish a measurement plan
2. Go beyond vanity metrics
3. Make it actionable
4. Report effectively
5. Create a culture of optimization
The Plan
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Establish a Measurement Plan
Step 1
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Why does your website exist?
In healthcare:
• Increase Patient Acquisition
• Reduce Operational Costs
• Promote Health and Wellness
Define What Really Matters to You?
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Goals should provide value to both the business and the customer.
One-sided relationships rarely last.
What We Want
What Our Patients
Want
Don’t Forget You’re In a Relationship
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Your Goals
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Components of a Measurement Plan
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Aligning Metrics, Goals and Objectives
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Source: Avinash Kaushik
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Renown Example
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Idea Action MetricBusiness
Goal
The End Result
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Strategy
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Go Beyond Vanity Metrics
Step 2
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- Mark Twain
“There are three kinds of lies: lies, damned lies & statistics.”
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“They are easily manipulated, and do not necessarily correlate to the numbers that really matter…”
- Tech Crunch
“A vanity metric is a metric that has no direct link with the overarching aim of your business goal to increase sales and revenue.”
- Marketing Profs
What are Vanity Metrics?
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• Make us “feel good”
• Are way easier to define and achieve
• Are a distraction
• Ultimately devalue the impact of digital
• Won’t pass the ‘non-web’ sniff test
But, remember… If a metric does correlate directly to a business objective, it’s not a vanity metric.
We would add, Vanity Metrics…
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• Number of “likes”
• Number of “shares”
• Number of “followers”
• Number of “downloads”
• Number of “pageviews”
Standard Vanity Metrics
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• Measures success at your core business
• Directly relates to revenue or cost savings
• Tracks real customers and prospects
• Illustrates cause and effect
• Leads to a hypothesis
Actionable Metrics
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Macro Conversions = Value
Micro Conversions = Context
Macro vs. Micro Conversions
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Conversions over timeVirtual Check-in – Year over Year
Site Traffic Goal Completions
▴ 20.4% ▴ 41.6%
Past
• Paid media targeting was based on:
• Impressions
• Clicks to the site
Today
• Paid media targeting is based on:
• Engagement
• Conversions
• Repeat visitor rate Budget
↓ 3%
Renown Example
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Make it ActionableStep 3
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Metric/Goal
Hypothesis
Experiment
Act
How to Approach Analytics
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Source: Alistair Croll
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Metric/Goal
Hypothesis
Experiment
Act
How to Approach Analytics
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What do you want to improve?
Make an educated guess on how to improve and test
Source: Alistair Croll
Who? What? Why?
Review, implement change, document, re-test
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But, first…
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How many changes did you see?
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You can’t focus on everything
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You may miss big changes, make sure you are looking at what matters to your business
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You can’t focus on everything
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You may miss big changes, make sure you are looking at what matters to your business
4 changes – background, eye color, tie color, missing arm
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How do you eliminate noise and track what matters to your organization?
We use:
• Custom events
• Custom segments
• Custom dashboards
Too many inputs?
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Custom Events
Label
Action
Category Request an Appointment
Virtual Visit
$ value
Urgent Care Check-in
Urgent Care Location
Primary Care Appointment
Lab Appointment
New patientReturning
Patient
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Custom Segments
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Audience
• Age Group
• Gender
• Device
• Location
Acquisition
• Organic Search
• Paid Search
• Banner Ads
• Adwords
• Referral
Behavior
• # of Sessions
• Content Viewed
• Actions Taken
• Page Depth
• Site Search Users
Outcomes
• Macro Conv.
• Appt. request
• MyChart login
• Micro Conv.
• Subscribe
• Video play
• Custom event
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Google Analytics Dashboards
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• Create dashboards that match your measurement plan
• Reduce time spent in Excel
• Combine goals, custom events, and segments into a single view
• Automate via email
• Drive conversations about analytics
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Why do these matter?
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Custom Events
•Focus on what matters
Custom Segments
•Understand audiences and behaviors that drive your objectives
Custom Dashboards
• Improve reporting efficiency, depth, and frequency
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0
100
200
300
400
500
600
700
800
900
Oct Nov Dec Jan Feb Mar
Description
• Goal: Optimize Business Performance & Improve Patient Care
• Idea: Can we increase the number of appointments requested online?
• Action: Review appointment workflows and identify user flows
• Metric: Appointment request count
Renown Example
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Optimized based on analytics review
▴ 164.5%Appts. Requested
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Report EffectivelyStep 4
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Effective Reporting:
• Increases understanding
• Improves engagement
• Gains buy-in
• Builds trust
• Includes a “so what” and “what’s next”
Standard Reporting:
• Can alienate the audience
• Can seem self serving
• Can create confusion
• Does not provide an opportunity for action
Standard Reporting vs. Effective Reporting
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Make it Visual: Tables vs. Charts
Medium Conversions
CPC 247
Direct 258
Organic search 1379
Referral 802
1,379
802
258 247
Organicsearch
Referral Direct CPC
Organic search
51%Referral30%
Direct10% CPC
9%
Conversions by Medium
VS.
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• Understand that different audiences need different levels of detail
• Anticipate their needs
• Don’t be afraid to ask what’s important to them
• Know how much time you have and respect that
• Start with what’s most important
• 1) Tell them what your going to tell them, then 2) tell them, then 3) remind them what you just told them
Know Your Audience What do I need to know to help my team
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• Data should support or dissuade an idea
• Make sure to give context
• Eliminate noise & distractions
• Tell the whole story
• Not just what you hoped the data would say
• Define next steps and actions
Never present anything you
cannot explain
Tell a Story
!
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Don’t forget…
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Create a Culture of Optimization Step 5
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How Do You View Your Website?
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“Optimization is the ongoing, data driven process of continually discovering and quantifying the most effective experience for your customers.”
- Adobe
Defining Optimization
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Become More Data Driven
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Let Everyone See They Can Be Wrong
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Renown Example
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Original
Variation Clicks
Original -
Variation +57%
The Test • 60 days• 77,000 sessions• New users• Desktop devices
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What to AB test?
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• Layout/Design
• Call to action text
• Ad content
• Subject Line
• Send date
• Advertising Strategy
• Lifestyle/Doctors/Technology
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• Involve the whole organization
• Make it easy to submit ideas
• Make results highly visible
• Embrace both “winning” and “losing” equally
Make it a Team Sport
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• Starbucks card for any test ideas used
• Additional reward for any ideas that result in a positive improvement
• Publically celebrate testing ideas that improve the business
Add Some Rewards
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Get a Statistics Champion or a GREAT Tool
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Renown Example
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Version A Version BCan we increase engagement on our blog?
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Renown Example
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Version A
• Original Design• Included
• Weather• Polls• Pinterest feature• Submit a story form• Submit a recognition for our
staff
Version B
• Based off hypothesis derived from tracked metrics
• Included• Popular stories• Promotional feature
▴ 2.2%Pages/sessions
▾ 6.5%Bounce Rate
90 day test
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“It doesn’t matter how slowly you go, as long as you don’t stop”
- Confucius
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Putting It All Together
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5 Steps
1. Establish measurement plan
2. Go beyond vanity metrics
3. Make it actionable
4. Report effectively
5. Create a culture of optimization
Putting it all together
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Visit NobleStudios.com/HCIC to download the 5 Step Plan
Thank you!
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