Digital Now Australia 2010 Justin Baird's Presentation The age old debate of Nature versus Nurture is happening right now online. The third reincarnation of the Internet is being driven by social engagement - engagement that provides an interactive, lean-forward opportunity for anyone to be a part of the conversation. More and more products and services are being deployed on the web, and this presents new challenges and opportunities for measurement of user-experience, behaviour and engagement on a large scale. How is consumer behaviour driven online, and how do we determine success online? We need metrics that can help businesses develop insights to make decisions that are both data-driven and user-centred - focused on people's behaviour, not the technology! Nature versus Nurture explores online engagement, social design, consumer connections and how the data flood can be siphoned into valuable behavioural insights.

4. YOU ARE
HERE

5. YOU ARE
HERE

23. NurtureEngageScalePromoteCreate
Engaging consumers online:

31. Technology creates new ways for consumers to connect

32. Technology creates new ways for consumers to connect

33. Consumers connect with products online

34. Consumers connect with community online

36. Understand Behaviour,
Not Technology.

38. How is this going to fundamentally improve
my relationship with my customers?

39. How are people connected
around your business?

40. Designing for relationships

51. mobile
desktop
morning
commute
lunch
break
tv news
dinner
browsing in
the bedroom?
consumer behaviour - platforms

60. Large Scale
Behavioural Metrics

61. Listen to your HEART
instead of measuring
your PULSE

62. P
U
L
S
E
Pageviews
Uptime
Latency
Seven-day actives
Earnings

63. H
E
A
R
T
Happiness
Engagement
Adoption
Retention
Task Success

65. H
E
A
R
T
Engagement
level of involvement,
frequency of use

66. S M T W T F S
What does it mean to be
“7-day active”?

67. S M T W T F S
Gmail “5 of 7”: % of 7-day active users who
visit on 5+ days out of 7
What does it mean to be
“7-day active”?

68. H
E
A
R
T Task Success
efficiency, error rate,
task completion

69. Is business search still discoverable?

70. Goals
Signals
Metrics