Google Databoard: Consumer Data to Craft your Mobile Game-plan

Google_Databoard
Perhaps you’ve heard that mobile is going to become more and more important :) But what if haven’t implemented a mobile plan? Luckily you have the Google Databoard to help kick some ass and define your mobile approach.

The Databoard is a collection of Google studies related to consumer mobile behavior. The cool thing is the format of the data. It’s arranged in a logical hierarchy that you can easily browse. If you find a particular piece of data that you like you can “clip” that data and add it to an infographic called a Databoard.

So why am I writing about the Google Databoard?

I’ve been playing with it for a few days and I’ve found that it’s a neat tool for telling user stories and developing a mobile roadmap.

The Databoard isn’t just about puking data. It’s about helping those around you understand today’s mobile environment, learning about your potential customers & their mobile behavior AND adding next steps and directional information. There’s actionability in this data!

The data comes from various studies on the Think Insights site. Most of the studies are done with a partner, like Nielsen. They span various industries, like retail and travel, as well as different demographics. Look for more data to be added to the Databoard in the future.

Dissecting a Databoard

A data board is made up consumer studies each consisting of multiple data panels. Each panel is an interesting piece of information from a Google Study. It could also be a quote from a participant or other meta data from the study.

I like to group the panels into three categories:

1. Information about general consumer behavior. This data describes what’s happening in general. For example, you’ll find information about multi-screen habits, time spent in front of different screens, etc. Macro trends when it comes to mobile.

2. Business specific information. This information is all about business objective and industry specific activity. What are the trends in in travel vs. retails? How do people use mobile in-store? etc.

3. Next Steps/Action Items. This is some of the best information. This is a collection of actionable tips. This is how you can turn a Databoard from a data puke into business improvements.

There is just too much data to cover in one blog post. But, in general, it will fall into those three categories.

So how can you use this?

Use the Databoard to help craft your mobile game plan. If you’re already on your mobile journey use the information to refine your approach. If you haven’t started this information will help you identify what you need to do immediately.

Building a Databoard

It’s actually really simple to build a data board.

1. Choose a study.

The data is contained in a number of studies. Just choose a study and start browsing the information.

Choose a mobile study to access consumer survey data.

Choose a mobile study to access consumer survey data.

Browse data to add to your Google Databoard.

Browse data to add to your Google Databoard.

2. Choose information for your databoard.

When you find a piece of information that you want to add simple click “Add to Infographic” and that data will be added to your Databoard. I’ve added 25 pieces of information to a databoard and it starts to look crowded. You could add more if you want to. I don’t know what the limit is :)

Add data to your databoard.

Add data to your databoard.

3. Edit, Save & Publish your databoard.

Once you’ve finished adding data you can do some light editing, like naming your databoard. Obviously you can share on all the cool social networks or send it to your boss to validate that new mobile project you want to start.

You can do some very light editing to your databoard, like adding a name.

You can do some very light editing to your databoard, like adding a name.

Here’s something to keep in mind. When you publish your Databoard you get a unique URL for that databoard. You can then share using the sharing tools or just send someone that URL.

There is no “databoard” library. So if you want to keep all of the databoards you create then you’ll need store the URLs. I recommend putting them in a Google Doc with a name, description and some other meta data so you can easily search them.

There is no "library" where you can store your databoards. So keep them in a spreadsheet!

There is no “library” where you can store your databoards. So keep them in a spreadsheet!

Let’s look at a sample databoard.

Example: Convergence Commerce Data Board

OK, we all know that mobile is drastically changing the retail experience. Heck, I used the Amazon app to get a better deal at Staples this past weekend.

So I created a simple databoard related to how consumers are using mobile when it comes to in-store shopping.

I wanted to focus on the entire retail process; acquisition, engagement and conversion. So I included data about searching, shopping in-store, converting across devices. I also included some recomendations, like build your mobile experience based on user tasks – like how people use mobile in a physical store.

One way consumers use their mobile devices is for self-help. Are you supporting this?

One way consumers use their mobile devices is for self-help. Are you supporting this?

And let’s say I’m in the electronic business. I can add a bit of industry specific data, like this:

Here are some ways that electronic shoppers use mobile in-store.

Here are some ways that electronic shoppers use mobile in-store.

At the bottom I put a few retail recommendations. Here’s one that’s focused on measuring different types of conversions (hello, macro and MICRO conversions). This is something a business could implement in their analytics tool.

A databoard recommendation for ecommerce: be found.

A databoard recommendation for ecommerce: be found.

And here’s a recommendation to help brick-and-mortar stores deal with in-store mobile usage. You might as well embrace it and plan for it – it’s happening NOW.

It's a good idea to make your store mobile friendly. People are using mobile devices in-store NOW.

It’s a good idea to make your store mobile friendly. People are using mobile devices in-store NOW.

Obviously there is a lot of work between the recommendation and implementation, but it’s directional information.

You can access the Conversion Commerce databoard with this link.

Don’t Forget to Measure YOUR Business

I would be remiss if I did not mention something about measuring YOUR customers. This data is fantastic, and it gives you direction. But as you start to implement your plan don’t forget to add measurement with a digital analytics tool, like Google Analytics. You may find that your audience has certain nuances. But that’s the great thing about the digital world – we can measure and adjust in almost real time.

With a little bit of data perhaps we can all be better marketers.

What do you think? Will you try the Google Databoard ? If you have, care to share your board?

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