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Difference between Analytics in Public Sector vs Private Sector @ MeasureCamp Cardiff

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MeasureCamp Cardiff
MeasureCamp Cardiff

Government and commercial sites have some key differences in acquisition, forms, and tracking outcomes. Government sites are less focused on acquisition and do not market services at the individual property level. Their forms can be much longer, with over 100 fields to ensure accuracy for benefit claims. Outcomes are often determined offline, making it hard to track the full online journey. However, they also share similarities in using agile processes, relying on developers to implement code, and sometimes needing to challenge other experts to get the right analytics focus.

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COMMERCIAL/GOVT SITES; SIMILARITIES AND DIFFERENCES IN MIKE SUTER-TIBBLE
TEXT DIFFERENCES - ACQUISITION ▸Generally, govt services not that bothered about acquisition ▸Don’t get this at individual property level (gov.uk is our biggest referrer) ▸Comms campaigns / services being marketed are the exception
TEXT DIFFERENCES; MEGA-FORMS ▸Contact / lead gen forms might be 7-10 fields ▸Carers’ Allowance has over 100 fields; can be 50 screens long ▸Very concerned about accuracy of responses (for benefit claims) ▸Use sessionControl quite a lot
TEXT OTHER DIFFERENCES ▸Most outcomes are offline, so hard to track ▸Online journey is simply submitting the application ▸Decisions about whether (and how much) to award are offline ▸Do a lot of data linking/uploading outcomes into GA ▸Analytical background of web analysts ▸Content is defined by GDS - no images! ▸Test different releases rather than A/B test
TEXT SIMILARITIES ▸Agile ▸Rely on Devs to implement code! ▸Customers often need help to understand what they want to measure, and with statistical concepts like significance ▸Designers/copywriters don’t always like their ‘expertise’ being challenged ▸Can be difficult to convince people analytics is more than playing about with standard reports in GA

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Difference between Analytics in Public Sector vs Private Sector @ MeasureCamp Cardiff

  • 2. TEXT DIFFERENCES - ACQUISITION ▸Generally, govt services not that bothered about acquisition ▸Don’t get this at individual property level (gov.uk is our biggest referrer) ▸Comms campaigns / services being marketed are the exception
  • 3. TEXT DIFFERENCES; MEGA-FORMS ▸Contact / lead gen forms might be 7-10 fields ▸Carers’ Allowance has over 100 fields; can be 50 screens long ▸Very concerned about accuracy of responses (for benefit claims) ▸Use sessionControl quite a lot
  • 4. TEXT OTHER DIFFERENCES ▸Most outcomes are offline, so hard to track ▸Online journey is simply submitting the application ▸Decisions about whether (and how much) to award are offline ▸Do a lot of data linking/uploading outcomes into GA ▸Analytical background of web analysts ▸Content is defined by GDS - no images! ▸Test different releases rather than A/B test
  • 5. TEXT SIMILARITIES ▸Agile ▸Rely on Devs to implement code! ▸Customers often need help to understand what they want to measure, and with statistical concepts like significance ▸Designers/copywriters don’t always like their ‘expertise’ being challenged ▸Can be difficult to convince people analytics is more than playing about with standard reports in GA