Ask the Board – February 25, 2019 | TRAVIS KRAGH


“How do you use touchscreen analytics to test the effectiveness of interactive screen content?”

Tracking analytics on touchscreens is a great way to improve CX, UX and overall content effectiveness. Here are a few tips to help make you a pro. If you’re not doing these things, you’re missing out. 

1) Set & Define Content Goals. Understand what you are trying to accomplish with your content and touch experience. Create KPIs (Key Performance Indicators) to help measure and define success. Creating goals will help your team maintain focus as you strive to improve your digital experience.

2) Develop a Test Schedule. Test consistency is a core fundamental to healthy analytics. Always be measuring, analyzing and iterating to improve your content and experience. Having consistency with your analytics will give you rich historical data.

3) Leverage Behavioral Design. Challenge yourself to learn what motivates users and what triggers their reactions. Incorporate those learnings into your thinking as you continue to enhance your digital experience. 

Pro Tip: Familiarize yourself with Yu-kai Chou and his Octalysis Framework. Understanding this framework will be eye opening as he dives deep into the benefits of gamification and behavioral design. The core components of this framework will help you better understand what drives human interaction.

Other technology that can help build richer analytics.

Smart Cameras. Adding Smart Cameras to screens can help collect data on who your content is attracting. Many of these cameras can detect age-range, gender and consumer reaction to your content by tracking facial expression.

RFID and Sensors. Using RFID and sensor technology can determine how consumers are interacting with your products. It lets you see what physical products people are looking at and where they dwell the longest. Comparing this data to your sales data will provide an understanding of which products are actually converting.

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Co-Founder and Chief Creative Officer

Advertising and Brand Council

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