Organizations investing in digital transformation initiatives to drive more of their customers to their online channels are taking a far more deliberate and bottom-line approach to site redesign—and using customer data to inform, evaluate, and iteratively improve the website customer experience. Getting started on this path requires you to think very differently about site redesign and data collection. Instead of thinking of a site redesign as a one-and-done project, you should use a measurement and evaluation process that helps you continuously optimize the customer experience. Continue reading >
I don’t believe only one type of analytics method or platform can speak “The Truth” about the multi-channel customer experience of your brand.
Yet this belief can be found at every level of the analytics world: Software vendors that promote their solution as having all the answers. Digital marketers who only look at metrics reporting from their agencies. Analytics program managers who believe that enormous data sets are the only way to understand the customer lifecycle. Channel managers who only see customer experience through the lens of measurement of their tactics. Continue reading >
Gregory Kaminski is our Director of Analytics here at MaassMedia and has been with the company since early 2013. He has a knack for bringing creativity to the world of data with a passion for data visualization. As a marketing analytics leader residing in Philadelphia, he’s spent his career analyzing data and providing insight to drive decision making and strategic growth.
How the Guardian Mobile Lab and MaassMedia efficiently analyzed qualitative data from thousands of survey responses with natural language processing.
In a recent article, “Analysis Without Benchmarks: An Approach for Measuring the Success of Mobile Innovation Projects,” we discussed how MaassMedia and the Guardian Mobile Innovation Lab worked together to develop survey questions that enabled the lab to analyze users’ reactions to new mobile news formats (such as their experiment sending real-time updates on the 2016 US presidential election results to users’ lock screens). Here we’ll explain why we include open-ended questions in these feedback surveys, and how we developed a natural language processing algorithm to evaluate the sentiment of thousands of users’ free-form responses.
Unlock the science behind obtaining audience feedback, and discover what they really thought of your innovation project.
The purpose of many newsroom innovation projects, like those the Guardian Mobile Innovation Lab carries out, is to test out new formats and features that deliver news in new and better ways. To measure the success of these projects, it’s important to understand whether or not people engaged with the format in the way you intend them to, and also to understand what they thought about the new experience. A great way to get that understanding is to ask your users for feedback, which the mobile lab does at the end of each experiment by sending them a survey.