Mass.gov: A Guide to Data-Informed Content Optimization Nathan James and Julia Gutierrez @mediacurrent @MassGovDigital
Today’s Team Nathan James Julia Gutierrez Associate Director, Engagement Development Manager @tnathanjames @jajahulia | 2
About Mediacurrent | 3
Who We Are Mediacurrent is a full-service digital agency that implements world class open source software development, strategy, and design to achieve defined goals for enterprise organizations seeking a better return on investment. | 4
About Massachusetts Digital Service | 5
Who We Are Massachusetts Digital Service is at the forefront of the Massachusetts government's digital transformation. We take an agile, constituent-centric approach to developing great public services, and the products and services that we work on touch the lives of millions of people in Massachusetts. | 6
“Wow, that was just awesome” | 7
Leverage the best technology and information to make people’s digital interactions with government: fast, easy, and wicked awesome. Massachusetts Digital Service Mission | 8
Government services | 9
Data matters | 10
You can’t manage, much less improve, what you can’t measure. Website usage Cross-domain Call center User verbatim feedback Application flow In-person wait time | 11
Today’s Goals I. Demonstrate challenges and complexities of empowering authors with data II. Show some ways Mass.gov provides data to improve content III. Glimpse into the future at some possibilities | 12
Not Your Run-of-the-mill Content Challenge | 13
The scale of Mass.gov 330 9-11m 650 Unique pageviews a Content authors and Have logged in during month editors the last month 27 61,989 3,616 Content types Pieces of published Services content | 14
After updating content, an author snoozes content to revisit the score in 4 weeks. | 15
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Content performance experiments Traffic Findability | 17
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Data doesn’t flow: you have to make it move! ETL Apache Superset ETL Score and Transformed Pageview Endpoint Data ETL Feedback Manager ETL Custom Content API API | 20
Data doesn’t flow: you have to make it move! ETL Apache Superset ETL Transformed Score and Pageview Aggregated Endpoint Data ETL Feedback Manager ETL Custom Content API API | 21
Data doesn’t flow: you have to make it move! ETL Apache Superset ETL Transformed Score and Pageview Aggregated Endpoint Data ETL Feedback Manager ETL Custom Content API API | 22
Data doesn’t flow: you have to make it move! ETL Apache Superset ETL Transformed Score and Pageview Aggregated Endpoint Data ETL Feedback Manager ETL Custom Content API API | 23
Service How-to List Details Location Guide Service Family | 24
Exploring Session Quality !!! ??? Friction Lostness Credit & & (or dings!) Frustration Confusion Where It’s Due | 25
Sample Indicators Ejects per 1,000 Architecture Action Rate Pageviews Movement - Percentage of - Return to Home - Up sessions that - Initiate Site Search - Down touched service - Top Navigation - Parallel and “did the thing” Interaction | 26
What we’ve learned and where we are going | 27
Accuracy vs. scalability Accuracy Scalability | 28
What’s wrong: our best indicators today What’s wrong Accuracy Broken links Grade level No’s / 1,000 Scalability | 29
What’s right: key performance indicators Accuracy What’s right Scalability | 30
What’s right: key performance indicators Accuracy Scalability | 31
Measuring end-to-end service delivery V1 Mass.gov agency-configurable KPIs Cross-domain agency-configurable KPIs V2 V3 Omni-channel agency-configurable KPIs | 32
Thanks! | 33
Yes, We’re Hiring... Booth Booth #321 #315 | 34
Contribution Opportunities Join Us! Friday, April 12, 2019 Mentored First Time General Contribution Contributor Workshop Contributions 9:00-18:00 9:00-12:00 9:00-18:00 Room: 602 Room: 606 Room: 6A #DrupalContributions
Thank you! What did you think? Locate this session at the DrupalCon Seattle website: http://seattle2019.drupal.org/schedule Take the Survey! https://www.surveymonkey.com/r/DrupalConSeattle @mediacurrent @MassGovDigital
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