Have you ever wanted to look deeper into the constantly evolving field of analytics? We sat down with Roboboogie Behavioral Analyst Kelly Burgett to ask about his expertise in digital analytics and to see how data tools tie into his work with optimization.
How do you describe what you do?
I see the process of analytics as an opportunity to understand something new about an audience. There is a TON an organization can learn from analyzing how users interact with their brand’s digital properties. Data collection is fundamental to defining success and redefining focus. It allows you to benchmark your site performance, evaluate marketing spend, and make educated decisions on how to engage more effectively with your users. Data gives clarity to decision-making, and allows decision-makers to move forward quicker and more confidently.
What is a skill set that you use every day, but never thought you would have to?
I often find myself building presentations and presenting data to stakeholders who may not be as technically-minded. Effectively visualizing data, or creating the right story to communicate what’s most important, is a large part of what I do.
How do you approach solving problems?
I think working with data has taught me to always think about the output. What do I want the solution to look like? I’ve often found I am focusing on the wrong problem, and I really need to shift my focus to ensure I get what I want out of the time spent.
What digital analytics trends are you currently most excited about?
The application of real-time analytics is something we see in ‘personalization’ and I think it’s been a cumbersome concept for a long time. When you think about a site like Amazon or Netflix, which is constantly evolving your unique user experience to mirror what it thinks you want to see, it can be a frustrating or incredible experience, depending on how accurately it gauges the user’s interest in specific content. Personalization is one of the most exciting trends for me as an analyst, because it really is the application of real-time user-level analytics in a way that creates meaningful user experiences.
What advice do you have for new A/B test creators in regards to conversion goals, data integrity, and statistical analysis?
Always have a hypothesis for a test, and make sure what you’re tracking will allow you to answer that. Structure your test to give you the ammunition to defend or scrap your hypothesis. You always learn something valuable from testing IF you are collecting the data that allows you take a position at the end of the test.
Thank you, Kelly, for sharing your behavioral analytics insights with us! If you would like to learn more about Roboboogie, visit www.teamroboboogie.com.
Stay tuned for next month’s interview with another Roboboogie pro!
Posted by Andrea Pappoff