Hello & welcome everyone to our pre-training exercise geared towards Data Collection. You might already be working with many real world cases at your job, so what better way to kick things off than with a mini case study?

By the way, you can access your training program’s content by clicking here.

This is a mini case study that revolves around a newly launched Live Chat feature (fictitious feature) on Magic Bricks website. You would have to design its data collection strategy, and don’t worry, it should only take about 15 to 20 minutes of effort to complete it.

This mini case study revolves around Live Chat feature on Magic Bricks website


How to complete this case study?

You must complete a few steps to before you can submit your answer to this case study. Here is the list of those steps:

  1. Firstly, You must go through the use cases & the UI screenshot to understand how this feature works.
  2. Then, you must make a list of items to be tracked in Google Analytics.
  3. Then, you must assign items to be tracked with how you will track them in Google Analytics.
  4. Lastly, share your results in a Google Docs Spreadsheet.

All these pointers have their own sections below to guide you through them. Best of luck!

PRO TIP ! Since we are pretending that this feature will be launched on Magic Bricks website, don’t hesitate to use your business acumen here. If you feel that something important should be tracked in your business, make sure you include it in your answer.


I. How does Live Chat work?

This section will help you understand how this feature looks and feels.

Whenever users land on our website, a Live Chat widget will be shown to them in the bottom right corner of their screen in a collapsed view to begin with– where only the Live Chat icon would be visible. This widget can open in an expanded view in two ways:

  • User clicks on the Live Chat widget directly
  • Through some business rules depending on user engagement, Live Chat widget will expand itself to invite users to get in touch

Product Analytics - Mini Case Study - Live Chat
1.) Live Chat UI screenshot (click to expand)

Scenarios

Once the Live Chat widget is in expanded view, there could be 2 scenarios depending on the availability of Customer Care Chat Agents on our end.

  1. Offline Mode: This mode is active when a user initiates the Live Chat, but Chat Agents are not available.
  2. Online Mode: This mode is active when a user initiates the Live Chat, and Chat Agents are available.

Use Cases

1.) For Offline Mode:

  • A user is able to see that Chat Agents are not available.
  • A user is able to share their “Name”, “Email”, “Subject”, & “Message”. All fields are mandatory.
  • A user is able to see an error (validation) message when he/she tries to send a message with missing or incorrectly filled fields.
  • A user is able to see a confirmation message when the message is sent successfully.
  • A user is able to see an error message when the message is not sent successfully due to an error.

There are 2 scenarios for Live Widget– 1.) Offline Mode & 2.) Online Mode

2.) For Online Mode

  • A user is able to start chatting only by sharing details in “First Name”, “Email”, “What can we help with?” fields. All fields are mandatory.
  • A user is able to see an error (validation) message when he/she tries to start a chat with missing or incorrectly filled fields.
  • A user is able to write messages to & read messages from Chat Agents.
  • A user is able to see ‘typing…’ message as a Chat Agent is typing on their end.
  • A user is able to share files (pdf/csv/xlsx/png/jpeg/jpg) through chats.
  • A user is able to include emojis in the chat.
  • A user is able to turn sound on for message notifications.
  • A user is able to turn sound off for message notifications.
  • A user is able to pop up the chat widget in a new window.
  • A user is able to see the picture of chat agent they are talking to.
  • A user is able to minimize chat.
  • A user is able to close chat.
  • A user is able to rate their chat experience.

II. List items to be tracked in Google Analytics

This part should be self evident.

Try to go through the above use cases and combine it with your business acumen to make a comprehensive list of items that should be tracked in Google Analytics.


2.) End result of Section 2. (click to expand)

End Result: This is what you should have as the end result after finishing this section 2.

HEADS UP ! You only need to submit the final outcome of this case study, so you can make this list in any note taking software you prefer.


III. How will you track them?

Google Analytics lets you track user journey through the following methods:

  • Page Tracking (for tracking pageviews)
  • Event Tracking (for tracking clicks)
  • Custom Dimensions (for tracking additional info about users/products)
  • Custom Metrics (for tracking custom performance metrics)
  • Virtual Pageviews (for tracking pageviews for dynamically loaded content)
  • Goals (for tracking important milestones)

In this step, please assign each item that you wish to track to an appropriate method of tracking from the above list.

In this section, decide which Google Analytics tracking methods will you use, & what value will you track?

Also, decide on what value should be tracked in Google Analytics for each item that you wish you track. These values are important, because you would see these values in Google Analytics reports.


3.) End result of Section 3. (click to expand)

End Result: This is what you should have as the end result after finishing this section 3.

HEADS UP ! For most tracking methods in GA, you would only have to mention the “Value” to be tracked, but for Event Tracking, you must mention Event Category, Action, & Label.


IV. Submit your results

First of all, if you’ve made it this far, congratulations! The only thing that is left for you to do now is to share your results, so let’s get to it.

You will have to share your results in a Google Doc Spreadsheet I have created for you. The link for it is mentioned below, but there is one word of caution that I must give before you proceed.

WARNING ! Everyone who accesses this sheet through the link below will have EDIT access to sheet. This means you can accidentally delete someone else’s work. Proceed with caution!

Click here to go to Google Doc Spreadsheet and share your results.


4.) End result of Section 4. (click to expand)

Your name will go in “Name” column. Your product area will go in “Product Area” column. “Mode” column will contain the name of mode for which that tracking item is listed.

End Result: This is what you should have as the end result after finishing this section 4.


Important Highlights

  1. There is a Live Chat feature going live on Magic Bricks website, & you designed a Data Collection strategy for it.
  2. Through the use-cases, combined with your business acumen, you created a comprehensive list of items to be tracked through this Data Collection strategy.
  3. You selected which Google Analytics tracking methods will you use for tracking the entire list of items, & what value will you track?
  4. You posted your results in the Google Doc Spreadsheet.

Congratulations once again on completing this Case Study! See you in the class 🙂

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