Mass.gov: A Guide to Data-Informed Content OptimizationNathan James and Julia Gutierrez
@mediacurrent @MassGovDigital
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Today’s Team
Nathan JamesAssociate Director,
Development
Julia GutierrezEngagement
Manager
@tnathanjames @jajahulia
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About Mediacurrent
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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.
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About Massachusetts Digital Service
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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.
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“Wow, that was just awesome”
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Leverage the best technology and information to make people’s digital interactions with government: fast,
easy, and wicked awesome.
Massachusetts Digital Service Mission
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Government services
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Data matters
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You can’t manage, much less improve, what you can’t measure.
Website usage
User verbatim feedback Application flow
Cross-domain Call center
In-person wait time
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Today’s GoalsI. 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
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Not Your Run-of-the-mill Content Challenge
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The scale of Mass.gov
9-11mUnique pageviews a
month
650Content authors and
editors
330Have logged in during
the last month
61,989Pieces of published
content
27Content types
3,616Services
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After updating content, an author snoozes
content to revisit the score in 4 weeks.
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Content performance experimentsTraffic
Findability
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Data doesn’t flow: you have to make it move!
Custom Content API
ETL
ETL
ETL
ETL
Transformed
Data
Apache Superset
Score and Pageview Endpoint
FeedbackManager
API
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Data doesn’t flow: you have to make it move!
Custom Content API
ETL
ETL
ETL
ETL
Transformed
Aggregated
Data
Apache Superset
Score and Pageview Endpoint
FeedbackManager
API
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Data doesn’t flow: you have to make it move!
Custom Content API
ETL
ETL
ETL
ETL
Transformed
Aggregated
Data
Score and Pageview Endpoint
FeedbackManager
API
Apache Superset
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Data doesn’t flow: you have to make it move!
Custom Content API
ETL
ETL
ETL
ETL
Transformed
Aggregated
Data
Score and Pageview Endpoint
FeedbackManager
API
Apache Superset
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ServiceHow-to
Guide
List
Details Location
Service Family
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Exploring Session Quality
Friction
&
Frustration
!!!
Lostness
&
Confusion
???
Credit
(or dings!)
Where It’s Due
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Ejects per 1,000 Pageviews
- Return to Home
- Initiate Site Search
- Top Navigation
Interaction
Sample Indicators
Architecture
Movement
- Up
- Down
- Parallel
Action Rate
- Percentage of
sessions that
touched service
and “did the thing”
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What we’ve learned and where we are going
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Accuracy vs. scalability
Scalability
Acc
ura
cy
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What’s wrong: our best indicators today
Scalability
Broken links
Acc
ura
cy
Grade level
No’s / 1,000
What’s wrong
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What’s right: key performance indicators
Scalability
Acc
ura
cy
What’s right
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What’s right: key performance indicators
Scalability
Acc
ura
cy
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Measuring end-to-end service delivery
Mass.gov agency-configurable KPIsV1
V2
V3
Cross-domain agency-configurable KPIs
Omni-channel agency-configurable KPIs
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Thanks!
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Yes, We’re Hiring...
Booth #321
Booth #315
Friday, April 12, 2019
#DrupalContributions
Contribution Opportunities
9:00-18:00Room: 602
Mentored Contribution
First TimeContributor Workshop
9:00-12:00Room: 606
GeneralContributions
9:00-18:00Room: 6A
Join Us!
Thank you!
@mediacurrent
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
@MassGovDigital