Building Intelligent Websites with Drupal
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The next generation of websites will do much more than manage content, they will integrate intelligence that will help you work smarter. Ever wonder what content resonates best with your visitors, if social media or search engine marketing is the most effective, if your new site design is really making an impact? Maybe you are trying to find the answer to the ultimate web question, what is my ROI? Website intelligence is the key to getting the answers you seek. Next generation websites will integrate data from across the web including analytics, social media and insightful cloud services. They will enable a whole new level of understanding of who is on your website and what they are doing – right down to the individual. More importantly they will help you understand what of your efforts are producing results and which are not. When will this website of the future be here? Then answer is now.
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Building Intelligent Websites with Drupal
- 2. Q. What is Website Intelligence? A. System for integrating data to support better decision making Intelligence system is to websites like the sensory nervous system is to people flickr.com/photos/53795549@N04/5141041283
- 3. What keywords drive sales? Who is an influencer? Is there a drop off in our mobile experience? Are ad buys worth it? Which ones? Which topics does our audience want more? Is social networking generating customers? Which authors create the best content? Did the changes we make have a positive (or negative) effect? How much? Twitter or Facebook? (or LinkedIn, Google+, & Pintrest?) What is the 20% of the effort that delivers 80% of the results? What is my Return on Investment? Do people really want that feature? Which landing page elements work best? Drop down or flat menus? Is the new website design really better? flickr.com/photos/47476117@N04/8394780999 What marketing channel provides the best ROI? Does that headline grab people’s attention? What makes a great blog post? How intuitive is our site really?
- 4. :Identity Who are these people flickr.com/photos/zbaranowski_photography/6926052984 flickr.com/photos/47476117@N04/8394780999 Behavior: What are people doing
- 5. Five Disciplines of a Learning Organizations 1. Personal mastery – commitment by an individual to the process of learning (driven by creative tension) 2. Mental models – assumptions (best practices) held by individuals and organizations. Models must be challenged. 3. Shared vision – creates a common identity that provides focus and energy for learning. Built on the individual visions of staff at all levels. 4. Team learning – ability of the team to learn and think as a whole where the sum is greater than the parts. Driven by open dialogue, discussion, shared meaning and shared understanding. 5. Systems thinking – A conceptual framework that allows people to study businesses as a bounded objects (close systems). Created by making all characteristics apparent at once, in particular connections between cause and effect (feedback). http://www.flickr.com/photos/rytc/282673909
- 9. thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: tom@leveltendesign.com Twitter: @levelten_tom Blog: leveltendesign.com/blog/tom LinkedIn: linkedin.com/in/tommccracken
Notas do Editor
- What is an intelligent website? It is a system for integrating data to support better decision making.If you think about a typical website even with a CMS as sophisticated as Drupal, there are really no systems for making better decisions. It would be like building a robot that can move around but not giving them any eyes, ears or other sensors. They are blind and no mater how well built might be just bumping into walls an no one would ever know it.So another way to think of an intelligence system is as a set of sensors and feedback loops to give the brain the information it needs.
- What is the problem we solving?What design
- The focus of the Intelligence system can be broken down into two areas:Behavioral analytics: E.g. what are people doing on my siteIdentity: Who are these people
- What are we ultimately trying to achieve? To make smarter websites. The real brains behind a website is the web team. The people building the features, doing the design, creating the content and making the marketing decisions.What we are really doing is making them smarter.
- So what would systems thinking look like as applied to websites. Well first we would have the system, aka the websites. The system is a black box. It’s interworking's are complex and difficult to observer directly.What we can control is the inputs. There is creative…Most websites are built and modified simply using heuristics for best practices. We all have mental models of what we think will work best. If you have insightful metal models, then you should get positive results. But how do we know?This is a perfectly valid approach to web development. Heuristics enable to develop efficiently and launch fast with a well reasoned set of features. But we can’t stop there. Mental models are only part of the equation. Of course there is a simple way to measure the output. Analtyics. By using a system like Google Analytics we can get over 200 metrics about our site. Number of visitors, page views, bounce rates and so on. But volume metrics are only part of the picture. The really question is are people doing things of value. Is the site impacting the bottom line?Google Analytics also has a way of measuring using conversion goals. If you use goals properly you can start to get a good idea of how much value you website is producing. But not all value can be measured in conversions. Blogs are declaring 2014 the year of engagement. Engagement builds traffic, brand and audience. To get a full picture we need to measure engagement events such as social sharing and blog comments.Google Analtyics does have events tracking. However, it is not automatic. It is left to the website to push events into Google Analytics.
- So lets say we built out a system that measures all these outputs. We now are ready to apply systems thinking. We are measuring all the important outputs, 200 or so volume metrics, goals and events. The reality is that that is to much to juggle. How much What we need to do next is normalize our outputs so they can be compared. We can do this by assigning values. [transition]Aw, awesome. We now can boil down although metrics to a single number. So as change the inputs we know the value the site is producing. All everyone need to do is to look at Google Analytics each day and they will know how much value the site is producing. The problem is, how many people have looked at your analytics recently. When was the last time your designer, developer project manager, content authors looked at Google Analytics. They are the ones making the decisions. We need to make the data as transparent as possible. To do that we need it to live where the decision makers work. In the CMS.So once we have the metrics available, now everybody knows how the site is doing. Each day is it producing more or less value. Then the question gets asked? What elements are producing the value. Can we break down our success to its components. So it is not enough to collect this data, we have to tie it to individual components.