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Measuring the Online Impact of Your Information Project

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Slides for the Knight Community Information Challenge - the "Measuring the Online Impact of Your Information Project: A Primer for Practitioners and Funders" whitepaper on web analytics for news and ...

Slides for the Knight Community Information Challenge - the "Measuring the Online Impact of Your Information Project: A Primer for Practitioners and Funders" whitepaper on web analytics for news and nonprofit organizations is available at http://www.knightfoundation.org/research_publications/detail.dot?id=370646

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    Measuring the Online Impact of Your Information Project Measuring the Online Impact of Your Information Project Presentation Transcript

    • Measuring the Online Impact of Your Information Project
      Knight Community Information Challenge
      Boot Camp - October 2010
      Dana Chinn
    • What is web analytics?
      Tracking overall site traffic
      Mapping metrics to goals
      Setting up a site for the right metrics
      Using data for decisions
      Slides: www.slideshare.net/danachinn
      Twitter: @danachinn
      “Measuring the Online Impact of Your Information Project: A Primer for Practitioners and Funders” can be downloaded
      from the Knight Foundation Community Information Challenge site at http://www.infoneeds.org
    • Our site has 5,000 monthly unique visitors….
      So what.
      It was a big news week last week. Our site got up to 20,000 page views….
      So what.
      We like our site. I think we’re doing well.
      So what!
      3
    • Where’s the insight in all of this data?
      4
    • Nancy
      John
      Christina
      Clare
      Carol
      Tracy
      5
    • Tell a story with metrics mapped to your goals
      6
      Educate your staff, board, Knight, sponsors, etc. on what your market is, and your priorities.
      There are 10,000 adult residents who live in Cyberton. We decided to first focus on East Cyberton because….
      In the three months since we launched, about 500 have registered. Most are from NW Cyberton. Only about 50 are from East Cyberton! This is only 5 percent of EC - our goal was 10 percent. We think it’s because we have fewer stories about EC than the other areas.
      Tell people what your site does have, and how this compares to your goals.
      If there’s a problem, use data to help hypothesize why.
      So we’re going to shift some reporting resources, do a town hall event in East Cyberton and use about a third of our house ads asking them to register.
      Revise your goals, develop an action plan. Lather, rinse, repeat.
    • Evaluating a site’s impact starts with setting program goals
      7
      Start here
      not here
    • Two types of web analytics data
      8
      Behavioral research
      What people did
      when they came to your site,
      as captured by
      an action taken on a keyboard or mouse
      Attitudinal research
      What people say they did
      what they think
      and
      why
      as captured by
      surveys, focus groups, social media, usability studies
    • Key Performance Indicator #1: Visits
      9
      A visit is counted
      every time
      someone comes to a site
      An increase in visits? Always good.
      A decrease in visits? Always bad.
      These metrics are useful
      when put in ratios with visits, other metrics
      -- Unique visitors
      -- Page views
    • A unique visitor is really a unique computer. Unique visitors are either over-counted…
      10
    • …or under-counted.You don’t know when or by how much.*
      11
      ?
      library
      * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of people who came to your site.
    • An increase in page views can be good - or bad.*
      12
      Bad design, navigation, site architecture?
      Lots of page views, annoyed users
      A redesign improved usability?
      Fewer page views, happier users
      Content that should be there but isn’t?
      Lots of page views, annoyed users
      Dynamic content?
      Fewer page views, happier users (probably)
      ?
      * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of pages people went to when they came to your site.
    • Use strong, dependablemetrics that
      MEASURE OUTCOMES
      Outcomes are…
      The short and/or long term changes, results, and impacts from implementing a project, program, or initiative
      13
    • Generally, is your site engaging visitors?
      14
      Key Performance Indicator #2
      Visits per unique visitor
      Key Performance Indicator #3
      Page views per visit
    • 15
      Are you attracting new audiences?
      Key Performance Indicator #4
      Visits from new visitors
      vs.
      Visits from returning visitors
    • When audiences - new and returning - come, are they staying?
      16
      Key Performance Indicator #5
      Bounce rate percent of the page where
      most visits start
      A bounce: a visit with only one page view
    • William Penn Foundation: TheNotebook.org
      KCIC Cohort 1
      17
    • 18
    • 19
    • 20
    • Community news sites need to go beyond overall site trends to assess whether they’re reaching their goals
      21
      1. Reach
      Is your site reaching the audiences you want?
      How do your stakeholders group themselves?
      2. Penetration
      How much of your audience are you reaching?
      3. Engagement
      Are your targeted audiences coming back repeatedly?
      Are they interacting with you?
      How much?
      Is it due to your actions or inactions?
    • 22
      Northwest Cyberton
      A name that stakeholders identify with
      Non-stakeholders
      Overall site data consists of traffic from everyone
      Southern Cyberton
      Eastern Cyberton
    • How much site traffic is from Cyberton?
      23
      Non-stakeholders
      5
      NW Cyberton
      50
      E. Cyberton
      25
      S. Cyberton
      25
    • Success is defined by goals, priorities – not totals
      24
      NW Cyberton
      E. Cyberton
      S. Cyberton
      Total
      Site
      50
      25
      25
      100
      Universe
      200
      50
      325
      75
      67%
      Penetration
      13%
      50%
      31%
    • The Notebook’s audiences, universes
      25
    • What info do you need from site registration, donation forms, offline events?
      26
      -- Name
      -- E-mail
      -- Zip code
      -- Stakeholder type
      as granular, specific as needed
      based on your priorities
      Example: Not just “Parent” but also year-of-birth of children enrolled in Philadelphia public schools
    • Social media metrics – focus on influencers
      27
      Not you
      Do you know who they are?
      Are they following you?
      Are they interacting with you?
    • Content that caters, can be measured
      Audience-focused
      • Content
      • Design/Usability
      • Navigation
      • URL
      28
    • Setting priorities leads to efficient, easier resource allocation decisions
      High priority, medium traffic – grow A LOT
      High priority, highest traffic – grow
      Medium priority, very low traffic - ?
      Low priority, low traffic - hold
      29
    • What content will grow traffic in your highest priority segments?
      Do you have it?
      How much do you have?
      Is it helping you reach your goals?
      Why is/isn’t it working?
      30
    • Is your site set up…
      ….with navigation that uses terms
      that appeal to your audience, improve usability?
      ….so you can track traffic by topic throughout your site?
      31
    • Using data for decision-making
      32
      You had to cut one reporter. How should the others re-arrange their time?
      You got new funding! What should be covered – something new or something more?
      Will partnering with a journalism school give you the quantity, quality you need?
      Will you lose audiences in the summer?
    • How – and how much – will your site contribute to sustainability, on and off-line?
      33
      Stakeholders are lured to your site, become engaged….
      …sign up - you capture their info
      …responding to online, offline campaigns, they donate and/or buy event tickets
    • Set up your site for advertising
      34
      Advertise your content
      Help out your navigation
      Ask users to comment
      Other calls to action
      Let potential sponsors know they could have a place on your site
    • Sell on reach, penetration, engagement – not totals
      35
      NW Cyberton
      E. Cyberton
      S. Cyberton
      Total
      Site
      50
      25
      25
      100
      Universe
      200
      50
      325
      75
      67%
      Penetration
      13%
      50%
      31%
    • Know what your site can – and can’t do
      36
      Selling high-ticket sponsorship packages requires
      in-person contact
    • So, what’s your story? What are your goals? Which metrics map to them?
      37
      Educate your staff, board, Knight, sponsors, etc. on what your market is, and your priorities.
      There are ??,??? adult residents who live in ?????. We decided to first focus on ????? because….
      In the ????? months since ?????, about ????? have ?????. Most are from ?????. Only about ????? are from ?????! This is only ????? percent of ????? - our goal was ?????. We think it’s because ?????.
      Tell people what your site does have, and how this compares to your goals.
      If there’s a problem, use data to determine why.
      Revise your goals, develop an action plan. Lather, rinse, repeat.
      So we’re going to ?????, ??????, and ?????.
      Will you help us?
    • Your web analytics responsibilitiesas a decision-maker
      38
      AUDIENCES / SOCIAL MEDIA
      Define
      Size
      Prioritize
      Set goals
      CONTENT
      Assess audience needs, wants
      Define your unique value, competitive
      advantage
      Prioritize based on the resources you have
      3. SUSTAINABILITY
      Define all revenue sources, current and potential, small and large
      Determine what your site can do
      Set goals – on-and offline
    • Your web analytics responsibilitiesfor implementation
      39
      Know what you need tomeasure
      What arethe Key Performance Indicators that
      will give you the right data?
      Communicate what you need to your team
      To ensure your site architecture supports
      your metrics
      So everyone understands how data was used
      to make decisions
      Know enough about Google Analytics
      to direct someone to fish out the data that you need – no more, no less
      OR
      Do it yourself
    • Dana Chinn
      Lecturer
      USC Annenberg School for Communications & Journalism
      213-821-6259
      chinn@usc.edu
      http://www.newsnumbers.com
      http://www.delicious.com/danachinn
      http://www.slideshare.net/danachinn
      Twitter: @danachinn
      “Measuring the Online Impact of Your Information Project: A Primer for Practitioners and Funders” can be downloaded from the Knight Foundation Community Information Challenge site at http://www.infoneeds.org
      40