The Value of Key Performance Indicators: Unlock Your Data

The Value of Key Performance Indicators: Unlock Your Data Kathy McShea 2008

Agenda
Web Analytics Intro: Who and how
Rewards: Benefits you gain
Barriers: The elephant in the room
Where to Begin: Practical tips
Presentation Matters: The Dashboard

Critical Success Factors
What is the biggest Web issue we face today? What’s at stake if we fail to address this issue?
Is our site an effective communications channel? How do you know?
How do you ensure important Web communications get noticed and understood?
Are responsibilities clearly defined?
How do you know if we are succeeding or failing?
How do you ensure that content is posted in a timely fashion and remains up to date?

Web Analytics Why do we care? Is it working? What should we do? Why are they coming? Where are they going? Where are they coming from? What are they doing? s What are our goals? Web Analytics at 10,000 Feet

An Ocean of Data ...

GoogleAnalytics – it’s free
Customizable dashboard
Scheduled email reports
Data in context
Links to AdWords
Better visuals
Are you a report gatherer OR do you deep dive?

USHR eMetrics
Web Systems Branch of HIR offers access to URCHIN data
URCHIN now owned by GoogleAnalytics
Deep, rich data is a click away
But what does it mean....???

Web Analytics Activity Cycle
Discovery
Business/Web mission, goals and objectives
Web analytics maturity: who, what and how
Current pain points and challenges
Translate Web goals into KPIs
Setup tools to pull data
Provide Google Analytics & CrazyEgg training
Establish an historical baseline
Analysis counts!
Trending: assess current vs. baseline metrics
Insights > Impact > Quick Wins vs. long-term

The Elephant in the Room
Analysis Problems
What to measure?
Misinterpretation
Lack of analysis
Management Problems
Low executive engagement
No action
Missed opportunities
Setting priorities for staff time/resources

Your Marketing Job: Complex FINDING : 15 percent of your time is spent on Web development & maintenance

Rewards Await!
Understand your site visitors
Improve user experience
Make smart decisions
Improve resource allocation
Increase return on investment

Key Performance Indicators (KPIs) Selection Criteria Start Small Schedule Reports Relevant Timely Instantly Useful NLT quarterly Identify audience(s) Don’t forget meetings! Adopt Action Orientation! Traffic/Reach Search Satisfaction (SUS) Actions Outcomes
Problem
Metric
Hypothesis
Fix
Test
Analyze
Action

System Usability Score

Audience-Centric KPIs .....
AF Portal Team: 10
Reach (Traffic trends by month)
Search
Satisfaction (quarterly)
Top Page Entry Points
Feedback
Adoption
Page Influence (top editorials)
Savings (monetize top 10 downloads)
Loyalty (time per visit, trends)
Help desk (Problem types only)
Exec Level: 3
Reach (Traffic)
Search
Satisfaction
CM Level: 5-7
Reach (Traffic)
Top Entry (Popularity)
Search
Satisfaction
Feedback
Page influence (top editorials)
Savings (monetize top 10 downloads)
notional

Reach : does our key audience know about us?
Relevance : are we providing what our key audiences want?
Packaging : is the information we provide in a consistent usable format?
Access & Collaboration : are staff experts made available and used?
Quality : are we delivering a superlative Web experience?
Conceptual KPIs notional

Leap into the Future...
Negotiate agreements
Metrics format
Metrics owner
Metrics audience segments
Routine “voice-of-the-customer” meetings
NLT quarterly
Invite all appropriate stakeholders

Presentation: Style Matters
Trending compares over time
Adopt quad-chart style dashboard view
Report goals:
Make it actionable
Hold owners accountable
Improve take-aways
Seed decision-making discussions

ISSUES TO MEASURE...
Are we paying attention to the right content? Which top level navigation gets the most clicks?
What is the status on migrating applications; are we focused on the applications our users care about?
Are the complaints about search justified?
Of all the new functionality we’re introducing, which functions are getting used and where must we focus our outreach efforts?

KPI: Traffic-1
Key Trend/Insights
Workspace is top landing page after home
Life content 2 nd place in popularity
Org content not in top five
Actions
This data provides better data to understand user behavior than existing metric slides – Can we reformat?
A top five view of impact KPI should be shared with stakeholders weekly
Impact on Red/Yellow Status
Absence of info about AF Portal page popularity leaves us “flying blind”
Expectations about org pages will be impacted by knowledge of current user behavior
Metrics Owner : TBD Status:

KPI: Traffic-2
Key Trend/Insights
AF Portal content and toolbar use outpaces applications
Mission applications represent 10% of visitors, 1/3 of application traffic
More users come for self service than any other app
Actions
Create one-stop shop, to unify/simplify training apps
Repair missing feedback loop with self-service applications
Success with static content migration requires focus
Content App line should disappear during migration and move to AF Portal section
As content gets more rich, AF Portal Content subtotal should grow

KPI: Search
Key Trend/Insights
Career content owns most of search problems
CMs unaware of rules of posting for friendly search
Top Viewed on home must reflect search analysis
Actions
Brief/follow-up with A1 on issues raised by search logs
Complete search guidelines paper with clear instructions for CMs
Adjust top viewed content
A1 awareness may lead to adjustments in navigation
CM awareness should improve metadata for better searches
Top Viewed maintenance

KPI: Adoption (from Sept 1-7)
Key Trend/Insights
RSS feeds are low
Favorites are low
Workspace is low
Actions
Develop communications plan to get the word out on existing capabilities
Add to user help to promote instructions for existing capabilities
Enhance usability of add to workspace
Impact on Red/Yellow Status Goal: d ouble usage of target capabilities inside three months time
Multichannel Outreach should include SAF/PA, base papers
Usability and user help requires resources for content/code enhancements
Metrics Owner : TBD Status: 5,103 Active communities 1,294 RSS feeds in workspace 105,118 Custom workspace blocks 76,001 User Favorites 64,911 Apps in workspace 178 Persistent Chatrooms 44,023 FFIM users 137,765 AFIM users

An Ocean of Data ... KPIs are your lifesaver

What are YOU ready for?
Full KPI support
NLT quarterly with stakeholder mtg support
Qualitative (survey) + Quantitative (log analysis)
KPI jump-start (produce first report) + DIY (do it yourself) training
Select KPIs with stakeholders
Facilitated meeting + action plan
System Usability Score survey
setup + launch + report/analysis

Questions?

Contact Us
Kathy McShea Owner & Founder Emerald Strategies, Inc. 202.543.2112
Web Management & Marketing ~ http:// www.emeraldstrategies.net
Media Training ~ http:// www.prclinic.com
Join my professional network ~ http:// www.linkedin.com/in/kathymcshea

About Us
Experience:
Chief spokesperson US Senator Carl Levin
Media Director, DC Office, Consumers Union
Consumer Information Director, Dept of Energy
Clients:
US Air Force
US House of Representatives
World Bank & IFC
FCC
Congressional Management Foundation... and others
Emerald Strategies Inc., founded in 2001, is a woman-owned Web management consulting firm that delivers high-impact communications... Our Focus : We make public sector organizations stronger

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The Value of Key Performance Indicators: Unlock Your Data

by Kathy McShea on Mar 08, 2008

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The Value of Key Performance Indicators: Unlock Your Data — Presentation Transcript