Web Analytics
A mystery no more…
Agenda
Why should we bother with web analytics?

What should I be measuring?
What needs to go on my dashboard?
Thinking ab...
How well do we know our Facebook
fans?
Scope Facebook Users by Chocolate
1760
1600
1260
1100

1200

920
800

800

800
440

400
60
0

Galaxy is the clear winner h...
Our fan base also prefers tennis
over football
And EastEnders over Corrie
Wouldn’t it be great if we
could see more than
text, images and links
Why should I care about web
analytics?
We should all be asking questions to
understand our contacts better
How many people visit our site?
How do visitors find our site?
2,000+
pages

What do visitors do on the site?
Have we been successful?
What do we already know
about our contacts?
Taking IG donators as an example…
Q. What do we know about our
Individual Givers who donate to Scope?
We know most are female…
…fall into the yummy mummy
segment
And also give to children’s charities
We can build on this
knowledge
75% new
mums

We can look at likely user journeys
The average number of people who saw posts on Facebook
in an hour
5,814 people
6k
5k

4k
3k
2k
1k
0

12am

3am

6am

9am

...
Average

2005

2007

2009

2011

2013

Social care
Cerebral palsy

What are people searching for and
when!
http://www.goog...
Systems. Lots of systems.
As with Sherlock there are tools for
making evidence-based decisions
There are quite a few systems…
The primary one is Google Analytics
but don’t forget the others…
Facebook Insights...
…Email marketing platforms
…Online ad management systems
…and social media tools
So…
What do I measure?!?!
Q. Which metrics come to mind when
you think of website statistics?
Marketing metrics
Visitors
Pageviews
Traffic sources e.g. Google search
or Facebook
Content metrics
Average time on page
Bounce rate
Pages per visit
Returning visitors
This information does not determine
whether we’ve done well or not!
?
Place your focus on the most
important information…
Place your focus on the most
important information…Goals!
Actions we deem to be valuable
eConsultancy Blog Post, June 2011
http://econsultancy.com/uk/blog/76
57-92-1-marketings-dirty-littlestatistic-5

For every...
Tip:
Focus on the end goal
first
Focus on goals and then delve into
content and marketing metrics
Looking at goals by traffic source to
see the performance of your channels
Step 1 - Login

Step 2 – Select
payment method
Step 3 –
Checkout
confirmation
We can identify leaky buckets for
Step 4 –Go...
Ensure goals are set up to measure
your campaign activity
www.scope.org.uk/about-us/work-us
www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source=disability
_now&utm_...
www.scope.org.uk/about-us/work-us
www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source=disability
_now&utm_...
But I can only track online activity
right?
But I can only track online activity
right? – Wrong!
www.scope.org.uk/apply

www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source=
careers_fair&utm_medium=flyer...
And finally…Dashboards
Dashboards – easily focusing your
attention on what’s important
Without the gobbledygook how are
we doing? Have we been successful?
Tip:
Do place your
bottom-line metrics
right at the top of
your dashboard
What do I need to tweak?
Tip:
Don’t include too many
metrics on your
dashboard(s)
Resist the temptation!
Is this good? Bad? Or indifferent?
Tip:
Do compare metrics
over different time
periods and against
benchmarks
Tips review:
1
1. Focus on the end goal first
2. Do place your bottom-line
metrics right at the top of your
dashboard
3. D...
Now it’s your turn…
Creating dashboards
Get in groups of 6

Pick 6 metrics you would like to have
for your team’s digital dashboard:
10mins to...
Groups
Group
No.
1
2
3

Department

4
5
6

Corporate Partnerships
HR
Help and Information team

Fundraising Events
Individ...
__________________ Dashboard
Metric 1

Metric 4

Metric 2

Metric 5

Metric 3

Metric 6
Web analytics

Facebook

Visits
Pageviews
Average time on site
Pages per visit
% Returning visits
Traffic sources
Goals

L...
Aytug Ozeli
Digital Marketing and Advertising Specialist

Email: aytug.ozeli@scope.org.uk
DDI: 020 7619 7153
aytugozeli
li...
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Intro to analytics

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Aytug Ozeli, Scope
Web effectiveness workshop
www.charitycomms.org.uk/events

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  • Welcome to the 2nd instalment of cake and learn. Will try to answer 3 questions or solve the 3 mini-mysteries
  • We have a huge with 7,000 pages. With so many content options. How do we know what people are interested in?
  • Probably the most obvious question. But one which constantly needs to be asked. I’ll cover measuring success a bit later.
  • If we look at IG. We already know that most are female and fall into the yummy segment
  • We all know a lot about our audiences already. Web analytics also offers insight into how your contacts behave and engage with your digital activity. We’ll go through an example
  • There are a few tools available and the most significant thing here is evidence. The tools help us move away from ‘I like’ and ‘I think’ to ‘our contacts prefer xxx’ and I’ve got the stats to back it up
  • We do have access to quite a few systems covering web analytics, email marketing and social media
  • Google Analytics is a free web analysis and reporting tool. It has lots of useful features and we’ll focus on one or two features in this session. You’ve probably guessed it already but it’s my personal favourite.
  • Shows you how successful your Facebook page has been whether that's the main scope, events or individual shop page. It shows the number of likes, number of friends or fans or the total number of people you could reach with your posts. How many people are talking about your page. You get comparisons against the previous week
  • Campaign Commander is our hugely popular email marketing system. Check positive metrics like open rate, clickrate and click-to-open rate. clicks /opens. The negative metrics such as unsubscribe rate, % of people who want to leave our mailing list and complaints rate, the % of people clicking on the ‘Mark as spam’ button in the likes of Gmail and Hotmail.
  • This is our pay-per-click Google Advertising reporting tool which shows impressions for our ad or the number of times it has been shown, number of clicks, number of conversions generated.
  • Engagement levels for both Twitter and Facebook. Show demographic of follower base.
  • In fact this is the general focus of a lot of marketers!
  • For example,
  • Goals are a versatile way to measure how well your site fulfils your target objectives. You can set up individual Goals to track discrete actions, such as transactions with a minimum purchase amount or the amount of time spent on a screen.
  • The largest leak in the bucket is the checkout confirmation page.What’s wrong with it?Are there too many fields to fill in?Is there too much to read?Is it a confusing user journey?
  • You can create a URL such as scope.org.uk/joinus
  • You can create a URL such as scope.org.uk/joinus
  • If we had to use Excel to calculate our speed when we’re driving we would be in trouble
  • Which channels should we be focusing onChannel is not performing well and never has done – perhaps it’s not worth our timeChannel has performed well but is ailing now – what has changed?
  • Which channels should we be focusing onChannel is not performing well and never has done – perhaps it’s not worth our timeChannel has performed well but is ailing now – what has changed?
  • IG x 1, Campaigns x 1, Events x 1, HR x 1
  • IG x 1, Campaigns x 1, Events x 1, HR x 1
  • IG, Events, Retail, HR, Campaigns and P&P
  • Intro to analytics

    1. 1. Web Analytics A mystery no more…
    2. 2. Agenda Why should we bother with web analytics? What should I be measuring? What needs to go on my dashboard? Thinking about your own dashboard requirements
    3. 3. How well do we know our Facebook fans?
    4. 4. Scope Facebook Users by Chocolate 1760 1600 1260 1100 1200 920 800 800 800 440 400 60 0 Galaxy is the clear winner here
    5. 5. Our fan base also prefers tennis over football
    6. 6. And EastEnders over Corrie
    7. 7. Wouldn’t it be great if we could see more than text, images and links
    8. 8. Why should I care about web analytics?
    9. 9. We should all be asking questions to understand our contacts better
    10. 10. How many people visit our site?
    11. 11. How do visitors find our site?
    12. 12. 2,000+ pages What do visitors do on the site?
    13. 13. Have we been successful?
    14. 14. What do we already know about our contacts?
    15. 15. Taking IG donators as an example…
    16. 16. Q. What do we know about our Individual Givers who donate to Scope?
    17. 17. We know most are female…
    18. 18. …fall into the yummy mummy segment
    19. 19. And also give to children’s charities
    20. 20. We can build on this knowledge
    21. 21. 75% new mums We can look at likely user journeys
    22. 22. The average number of people who saw posts on Facebook in an hour 5,814 people 6k 5k 4k 3k 2k 1k 0 12am 3am 6am 9am 12pm 3pm 6pm 9pm 12pm No it’s not a whale. Most people see our Facebook posts at 9pm
    23. 23. Average 2005 2007 2009 2011 2013 Social care Cerebral palsy What are people searching for and when! http://www.google.co.uk/trends http://adwords.google.co.uk
    24. 24. Systems. Lots of systems.
    25. 25. As with Sherlock there are tools for making evidence-based decisions
    26. 26. There are quite a few systems…
    27. 27. The primary one is Google Analytics but don’t forget the others…
    28. 28. Facebook Insights...
    29. 29. …Email marketing platforms
    30. 30. …Online ad management systems
    31. 31. …and social media tools
    32. 32. So…
    33. 33. What do I measure?!?!
    34. 34. Q. Which metrics come to mind when you think of website statistics?
    35. 35. Marketing metrics Visitors Pageviews Traffic sources e.g. Google search or Facebook
    36. 36. Content metrics Average time on page Bounce rate Pages per visit Returning visitors
    37. 37. This information does not determine whether we’ve done well or not!
    38. 38. ? Place your focus on the most important information…
    39. 39. Place your focus on the most important information…Goals!
    40. 40. Actions we deem to be valuable
    41. 41. eConsultancy Blog Post, June 2011 http://econsultancy.com/uk/blog/76 57-92-1-marketings-dirty-littlestatistic-5 For every £92 spent acquiring customers, £1 is spent converting them
    42. 42. Tip: Focus on the end goal first
    43. 43. Focus on goals and then delve into content and marketing metrics
    44. 44. Looking at goals by traffic source to see the performance of your channels
    45. 45. Step 1 - Login Step 2 – Select payment method Step 3 – Checkout confirmation We can identify leaky buckets for Step 4 –Goal conversions External example funnel
    46. 46. Ensure goals are set up to measure your campaign activity
    47. 47. www.scope.org.uk/about-us/work-us www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source=disability _now&utm_medium=banner Use tagged URLs to track campaign performance
    48. 48. www.scope.org.uk/about-us/work-us www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source=disability _now&utm_medium=banner Use tagged URLs to track campaign performance
    49. 49. But I can only track online activity right?
    50. 50. But I can only track online activity right? – Wrong!
    51. 51. www.scope.org.uk/apply www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source= careers_fair&utm_medium=flyer Use URL redirects and tagged URLs to track offline performance
    52. 52. And finally…Dashboards
    53. 53. Dashboards – easily focusing your attention on what’s important
    54. 54. Without the gobbledygook how are we doing? Have we been successful?
    55. 55. Tip: Do place your bottom-line metrics right at the top of your dashboard
    56. 56. What do I need to tweak?
    57. 57. Tip: Don’t include too many metrics on your dashboard(s)
    58. 58. Resist the temptation!
    59. 59. Is this good? Bad? Or indifferent?
    60. 60. Tip: Do compare metrics over different time periods and against benchmarks
    61. 61. Tips review: 1 1. Focus on the end goal first 2. Do place your bottom-line metrics right at the top of your dashboard 3. Don’t include too many metrics on your dashboard(s) 4. Do compare metrics over different time periods and against benchmarks
    62. 62. Now it’s your turn…
    63. 63. Creating dashboards Get in groups of 6 Pick 6 metrics you would like to have for your team’s digital dashboard: 10mins to complete your dashboard. 2 teams to present for 3 mins.
    64. 64. Groups Group No. 1 2 3 Department 4 5 6 Corporate Partnerships HR Help and Information team Fundraising Events Individual Giving Retail
    65. 65. __________________ Dashboard Metric 1 Metric 4 Metric 2 Metric 5 Metric 3 Metric 6
    66. 66. Web analytics Facebook Visits Pageviews Average time on site Pages per visit % Returning visits Traffic sources Goals Likes Facebook fans Facebook shares Google PPC PPC- Impressions PPC - Clicks PPC - Click-through rate PPC - Cost-per-click PPC - Goals Twitter Followers No of tweets Retweets Mentions Email marketing Email - Open rate Email - Click-through rate Email - Unsubscribe rate Email - Complaint rate
    67. 67. Aytug Ozeli Digital Marketing and Advertising Specialist Email: aytug.ozeli@scope.org.uk DDI: 020 7619 7153 aytugozeli linkedin.com/aytugozeli Thanks for listening. Any questions?
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