1. Eyeblaster Reports and Analytics Center User Experience Summary

2. Agenda Online reports-Dashboard  Orientation of the dashboards  Reading and Expectations of the dashboard  Ability to take the next steps form the dashboard Detailed reports - Online  Creating Detailed report  Scheduling report  My reports Advanced custom reports - Excel  Download, Install and initiate  Pick and choose fields in Excel  Building out of Templates One thing about user testing…

3. Online Reports - The participants Adam Agency AM. (smaller or mid size) Joined EB in June 06 Not very technical oriented, but has a fast learning curve. Joan Director, Eastern AM. Joined EB in June 05 Not very technical oriented but has a fast learning curve Stacey Agency, Creative AM Joined EB June 06 Not very technical oriented Represents the novice users more then the others. Claudio Sr. Agency, Creative AM Joined EB few years ago. Technical savvy Deals with the bigger and more knowledgeable agencies. Was involved in commenting on earlier stages of the project.

4. Begin with the good news…

5.  No data is available as default screen Joan: I should come into: “where is my data?”  The default in the advertiser level is not intuitive, they keep looking for the campaign as a starting point.  No intuitive access to the dashboard settings – users keep ignoring it when it’s closed.  No first time or any instructions are available  Consider - Linkage to the specific report by clicking on reports from the campaign list. Dashboard Orientation PLAY VIDEO: Dashboard Orientation Findings

6. Dashboard Orientation – Recommendations

7. Reading the dashboard Findings and discussion:  Joan: “I personally looking for alerting information through this area, so I can make the performance of the campaign better.” See for example the worst 3 not only the top 3.  Claudio: “I want to see red flags, what’s pending.. I don’t want to investigate.”  Claudio: “What story can I tell my client about the media they bought doing a good job.”  Claudio: “I may want to disable some of the gauges if they are not serving my purposes with the client. This is an important note, that can be a problem with the current dashboard RS structure.  The fact that the data is not a real time data is killing the idea of taking next actions from here to improve campaign performance.  The scroll in the frame is not friendly and need to be replaced with a scroll over the entire page scrolling on the entire page is more intuitive. (“I can see my clients calling me asking where is the data”) PLAY VIDEO: Reading the dashboard

8. Reading the dashboard Recommendations:  Research what involved in changing dashboard to a dynamic one.  Real time data is necessary  First time instructions  More robust helpers + explanations of gauges  Basic UI standards and fine tune of graphic design

9. Taking next steps from the dashboard: Findings:  Flight level is not exist there, and users are looking for access to it.  Dashboard settings group is closed and cannot help when trying to switch and see status for different campaign/advertiser.  The orientation of what I’m going to get by clicking create detailed report is vague.  Scheduling of the dashboard does take me to a robust scheduling but leaving the data level as the dashboard data level I defined, without the ability to change it form this scheduling page. PLAY VIDEO: Flight info

10. Taking next steps from the dashboard

11. The usability of creating detailed report Findings and Recommendation: Ability to schedule and email after generating a report The fact that if I’m generating a report and not saving it I have no way what so ever to go back and change is critical. The errors didn’t accrued near the generate button, only near by the field Ability to see the decision I made in the collapsed group for email and schedule. The get by email option at the bottom seem redundant with the expand collapse group. Position of loader animation – should be near the relevant field that is now loading. Entire design of generation progress screen (including active animation as it is generated, and stop when it’s done)

12. Usability issues with “my reports” screen: The word download is not accurate it should sat generate, or run and be consistent with the basic generation screen. The grid interaction is not standard for the Eyeblaster system. No need to check off boxes and with the links to edit the report definition (need a double click and edit button) In the grid itself – the last run and next run should be immediately after requiring because they are related. How can I edit and save as – with a different name, if I want to change small details in the report to create another one? (Yael) Need to include hour on the report last run – they may be few a day. (Joan)

13. Eyeblaster Custom Tool - Excel User Experience Summary

14. Online Reports - The participants Yael Data analyst, product department. Joined EB around 2 months ago. Savvy with excel pivot tables, but is not necessarily fluent by now with all the EB or the industry terms.

15. Custom Tool – Excel – Recommendations  Complete first time experience – sign in and getting the data.  Make sure all terms are explained in details  Make sure this explanation is easy enough to access form the fields lists  Make sure templates meet client need – test them and get feedback.

16. Custom Tool – Excel – Download, Installation, activation and orientation  Why is it required to close all open applications – it’s actually very annoying.  Let’s get started button – important to activate it and provide a good overview and starting point.  Installation went smoothly.  “I probably wouldn’t know I need to login first.”  I don’t’ know if I’m signed in.  Missing Indication on which account I’m signed in under.  “I would expect the Eyeblaster toolbar and help button on the toolbar to be more prominent and recognized as Eyeblaster.”  Tooltips on refresh button on the Eyeblaster bar  First time progress takes long time – does it mean if we will do it without the progress that the data will already be in there ? what is the impact on the initial download of that?  When getting new data – I do need to see some progress – can we have it but not loopy?  Design of that list, of what was updated after refresh – it’s too raw now.  General metrics should be the first one on the drop down list. PLAY VIDEO: Yael custom sign in

17. Custom Tool – Excel – Building report form a blank  Yael: “It’s not by ABC… (the data fields)”  Yael: “Is activity an interaction? (Although I’m not THE target audience of this tool”.)  Yael: What is the reason publisher appear under “Flight-Publisher”? and not just publisher – took to long to find.  Unselect option when choosing one campaign out of a long list could be helpful, instead of unchecking one by one.  When I’m using hierarchies – what do the bold format represent?  Yael: What is the different between cost and cost per activity – from my understanding – if I want cost per activity I should drag activity and then cost. What is the meaning of the cost per activity if I don’t’ have the activity in there?  Yael: “What is the meaning of “custom interaction” as data filed?”  Yael:“Does ad play duration refer to video or not?”  It would be good to have the video metrics in there preset.  “I don’t’ understand how does the hierarchy work” (about trying to set time hierarchy of specific weeks per year to see progress across timeline, could only generate the week number X out of a year, and this is too vague.)  Hover on the fields would be great to read definition, or have the help in a more prominent place near by the fields. What’s BAT? (in the data elements of the pivot filed list)  If I have only one advertiser in the account – can we see that advertiser selected by default and not seeing “all”?  It seems that there are + on the campaigns list- Why there are + here? They are not in use. PLAY VIDEO: yael dates new PLAY VIDEO: yael custom build1

18. Custom Tool – Excel – Usability of the data itself  When using % metrics (for example CTR) the current format we use the absolute number just without the % sign, for example 2.5% shows up as 2.5, this makes it hard to continue manipulating the data. It’s better to have either formatted with a % sign, or the number as a fool decimal point – for example: 0.0025.  Formatting should include $ sign and the commas to ease the understanding of the numbers.