Andrew LewisDigital Content Delivery ManagerVictoria and Albert Museum, Londonlinkd.in/andrewlewisPractical experiences of...
What’s in the box?
What’s in the box?                 Què?
Some bigquestions
• How should we change?• What evidence can we gather?• What knowledge can we gain?• How can we apply it?
Change how?
Change management theory
CulturePeople    Process
1                  2 Planned            Disruptive change              change  Incremental      Experiment /riskimprovemen...
Change is...
But enough theory...
Case studyPromoting an online   donation form
Marketing Channels being usedthat we wish to track• Facebook• Twitter• Email newsletter (general marketing)• Email newslet...
Marketing Channels being tracked• Facebook• Twitter• Email newsletter (general marketing)• Email newsletter (paid Members ...
Google custom URL builder
Google Analytics URL Builder
Before http://www.vam.ac.uk/content/articles/s/stained-glass-appeal/                                                      ...
Google AnalyticsAdvanced segments
How to set up an Advanced Segment
How to display an Advanced Segment
Campaign report in Google Analytics
How to find your campaign report!
Marketing Channels being tracked• Facebook• Twitter• Email newsletter (general marketing)• Email newsletter (paid Members ...
AllEmail newsletterTwitterFacebookSite promotional module
average pages   Average     % new      BounceSource                           Visits   % of total                         ...
average pages   Average     % new      BounceCampaign medium                        Visits   % of total                   ...
What we know about Facebook in thiscampaignFans                                              120,000Facebook post Likes   ...
What else?
8,961 visits from                here       18,961 visits from same          header link on ALL                pages      ...
Change is...
8,961 visits from                here       18,961 visits from same          header link on ALL                pages      ...
CulturePeople    Process
The language of lovePeople
Deliveryrm                            menu        roject pro posal fo       P         Standard options s? easy for you    ...
This is what we do          This is how we do it              This is whyCulture
Andrew Lewis            linkd.in/andrewlewis            @rosemarybeetle            instructables.com/rosemarybeetleMerci p...
Practical experiences of evidence based change management using Google Analytics
Practical experiences of evidence based change management using Google Analytics
Practical experiences of evidence based change management using Google Analytics
Practical experiences of evidence based change management using Google Analytics
Practical experiences of evidence based change management using Google Analytics
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Practical experiences of evidence based change management using Google Analytics

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MuseumNext 2012 session discussing how statistics can be used to manage expectation of resources with practical hints and tips from real implementations. This session was about influencing organisational attitude and did not require an extensive knowledge of either web technology, nor of Google Analytics.

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  • Information scientist with 11 years managing projects and live digital services in museums and public libraries. BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff… Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager. Projects – large-scale website redesign, content programme management, self-issue services, automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc. Third post change in 4 years. 4 office moves in last 8 months. Luckily I love learning.
  • Case study Describes what we went through. What we expected and predicted what we didn’t see coming what we decided upon and why what we learnt along the way This session offers practical hints and tips Based upon what really happened in small measurable projects that all uses Google Analytics to effect change. All examples have actually been tried and implemented on a live service at the V&A, by the Digital Media team. The projects described were all intended to improve the V&A’s digital offer in one way or another. They shared a common principle of having a predefined and measurable objective that is defined by data from analytics and that the collection method of that data is defined in advance to test predicted outcomes and to learn.
  • What’s in it for me? You’’ll be pleased to know that For most of this presentation I am going to tell you about things we have tried out for real I will be discussing a number of small scale attempts to use Google Analytics to get evidence to inform change. These do not involve you needing to have developer access to change the Analytics code I hope that you will all be able to take away some tactics from our experiences about ways you can approach evidence gathering Practical hints and tips from using Analytics in practice. I will describe one of these in detail, and show other applications of the same technique All examples have actually been tried within a live public service at the V&A, by the Digital Media team. What we expected and predicted what we didn’t see coming What worked What didn’t work and what we wished we had known first. BUT BEFORE WE GET TO THAT, WE FIRST NEED TO CONSIDER SOME BIG QUESTIONS
  • Who here has read this?
  • Facebook (120,000 fans) Twitter (90,000 followers) Marketing email newsletter (xxx,000 subscribers) Members email newsletter (ccc, Members) Physical newsletter (circulation?)
  • Facebook (120,000 fans) Twitter (90,000 followers) Marketing email newsletter (xxx,000 subscribers) Members email newsletter (ccc, Members) Physical newsletter (circulation?)
  • Facebook (120,000 fans) Twitter (90,000 followers) Marketing email newsletter (xxx,000 subscribers) Members email newsletter (ccc, Members) Physical newsletter (circulation?)
  • Facebook (120,000 fans) Twitter (90,000 followers) Marketing email newsletter (xxx,000 subscribers) Members email newsletter (ccc, Members) Physical newsletter (circulation?)
  • Being clear about what we are about Leadership
  • Practical experiences of evidence based change management using Google Analytics

    1. 1. Andrew LewisDigital Content Delivery ManagerVictoria and Albert Museum, Londonlinkd.in/andrewlewisPractical experiences ofevidence-based change managementusing Google AnalyticsMuseumNext, Barcelona 2012
    2. 2. What’s in the box?
    3. 3. What’s in the box? Què?
    4. 4. Some bigquestions
    5. 5. • How should we change?• What evidence can we gather?• What knowledge can we gain?• How can we apply it?
    6. 6. Change how?
    7. 7. Change management theory
    8. 8. CulturePeople Process
    9. 9. 1 2 Planned Disruptive change change Incremental Experiment /riskimprovement of to understandcurrent process meaning of change Long term - Short term - predictable unpredictable benefits benefits
    10. 10. Change is...
    11. 11. But enough theory...
    12. 12. Case studyPromoting an online donation form
    13. 13. Marketing Channels being usedthat we wish to track• Facebook• Twitter• Email newsletter (general marketing)• Email newsletter (paid Members only)• Site promotional module
    14. 14. Marketing Channels being tracked• Facebook• Twitter• Email newsletter (general marketing)• Email newsletter (paid Members only)• Site promotional module
    15. 15. Google custom URL builder
    16. 16. Google Analytics URL Builder
    17. 17. Before http://www.vam.ac.uk/content/articles/s/stained-glass-appeal/ Afterhttp://www.vam.ac.uk/content/articles/s/stained-glass-appeal/?utm_source=utm_source&utm_medium=site-promo-module&utm_campaign=stained-glass-2012
    18. 18. Google AnalyticsAdvanced segments
    19. 19. How to set up an Advanced Segment
    20. 20. How to display an Advanced Segment
    21. 21. Campaign report in Google Analytics
    22. 22. How to find your campaign report!
    23. 23. Marketing Channels being tracked• Facebook• Twitter• Email newsletter (general marketing)• Email newsletter (paid Members only)• Site promotional module
    24. 24. AllEmail newsletterTwitterFacebookSite promotional module
    25. 25. average pages Average % new BounceSource Visits % of total per visit duration customers rateStained-glass campaign traffic 590 82.9% 6.47 00:05:57 2.47% 37.0%Direct Traffic 34 4.8% 2.29 00:00:44 58.8% 44.1%Search Traffic 43 6.0% 1.17 00:00:14 16.67% 83.3%Referral Traffic 21 2.9% 1.00 00:00:00 66.67% 100.0%Total 688
    26. 26. average pages Average % new BounceCampaign medium Visits % of total per visit duration customers rateSite promotional module 497 84.2% 6.47 00:05:57 2.5% 37.0%Email newsletter (general marketing) 22 3.7% 1.67 00:03:08 0.0% 33.3%Email newsletter (paid Members only) 21 3.6% 2.00 00:00:07 33.3% 33.3%Facebook link 36 6.1% 2.20 00:07:43 20.0% 80.0%Twitter link 14 2.4% 0.00 00:00:00 100.0% 100.0%Total stained-glass campaign traffic 590
    27. 27. What we know about Facebook in thiscampaignFans 120,000Facebook post Likes 247Facebook shares 46Visits to donation form from Facebook link 36% Bounce visits 80%Number of “non-bounce” visits 7Average length of visits 7 mins 43 sec
    28. 28. What else?
    29. 29. 8,961 visits from here 18,961 visits from same header link on ALL pages (includes home page) 21,089visits from here
    30. 30. Change is...
    31. 31. 8,961 visits from here 18,961 visits from same header link on ALL pages (includes home page) 21,089visits from here
    32. 32. CulturePeople Process
    33. 33. The language of lovePeople
    34. 34. Deliveryrm menu roject pro posal fo P Standard options s? easy for you – re your objective•What •a Article ll you me asure it? •How •wi Blog fit with s trategy? s oes thiArticle •d •How Journal rd optio n, justify •t a standa •If noDownload fund the revenue w will you •Ho•Extras? bigger business t? coscase Process
    35. 35. This is what we do This is how we do it This is whyCulture
    36. 36. Andrew Lewis linkd.in/andrewlewis @rosemarybeetle instructables.com/rosemarybeetleMerci per la seva atenció Thanks for listeningMuseumNext, Barcelona 2012

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