Extreme Analytics


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Extreme Analytics

  1. 1. Extreme Analytics#12NTCanalyticsJo MilesFood & Water Watch@josmiles
  2. 2. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online using #12NTCanalytics at www.nten.org/ntc/eval
  3. 3. Analytics: It’s a jungle in there
  4. 4. We’re going on an adventure …though we do not know the way
  5. 5. We’ll cover a lot of ground1. Where are we going?2. Planning the trip3. Navigating the jungle4. Don’t forget to explore
  7. 7. Before starting any journey, pick your destination!
  8. 8. What do these tell you?
  9. 9. What are your online goals?Raise Money You should have Drive goals defined for Advocacy your websiteBuild Email List
  10. 10. Turn goals… into actions Complete a Raise Money Donation Form Complete anDrive Advocacy Advocacy Form Build Email Complete a List Sign Up Form
  11. 11. Turn actions… into analytics Complete a donate-thank-Donation Form you.html Complete an action-Advocacy Form completed.html Complete a sign-up-Sign Up Form thanks.html
  12. 12. Analytics is about goals • Your data should help you reach your goals • If it doesn’t, get better dataYour Goal Your Data
  13. 13. Good data is• Specific• Comparable• Relevant• Actionable
  14. 14. Which kind of data are you using? What does this evenBad data: mean?“42% of our visitors are new!”Good data:“Only 5% of our visitors come from Facebook,but 70% of Facebook visitors are new,and 45% of them take action!That’s much better than our average visitor.Let’s invest more energy in Facebook.”
  16. 16. This is your website Viewed any Signed up for article on email fracking InteractedTook any Made a with a widget action donation Clicked an important Watched a button Viewed our video annual report What you want to track
  17. 17. Wait a minute.You mean I need MORE data?
  18. 18. Ok, then.How do I track all of this?
  19. 19. GoalsEveryone (including you!)should use goals.Use goals to: – Identify your most important pages – Measure conversion rates – Track bailout
  20. 20. Goals can have funnels View cart Enter shipping infoUse funnels to look atfor bailout in processes Enter billingthat are: info – well-defined Complete – multi-step checkout – E.g. shopping cart
  21. 21. A simple goal and funnel Donation • Funnel Step 1Form – Step 1 (not your goal) Donation • Funnel Step 2 Form – Step 2 (not your goal) Thank You • Goal URL (This Page IS your goal!)
  22. 22. For even more powerful goals, learn regular expressions
  23. 23. Why are goals so great?• They show up in almost every report• You can measure, compare, and improve conversion rates!
  24. 24. Your homeworkWhen you go back to your hotel tonight: – Find the thank you page for your donation form – Set up a donation goal – Extra credit: Create a funnel for your goal
  25. 25. EventsGood for tracking most “stuff” that’s not a page: • Clicks • Interactions • Dynamic content • Widgets • Videos of baby polar bears
  26. 26. How to create an event• One line of easy JavaScript: _trackEvent(category, action, opt_label, opt_value, opt_noninteraction)• Attach it to any trigger: – Click – Form submission – Function call – Any place you can call JS
  27. 27. Naming your events• You get 4 fields – use them consistently!• An event for playing a video: – Category = “Videos” – Action = “Play” – Label = “Video Name” – Value = Seconds watched• In action: <a href="#" onClick="_gaq.push([_trackEvent, Videos, Play, Polar Bear]);">Play</a>
  28. 28. New! Event-based goals• Create a goal to match any event! – Or a set of events• Treat interactions like conversions
  29. 29. eCommerce• All goals are equal• But all donations are not• Treat your donations as transactions – Record the amount! – Find your most valuable $100 donation sources $50 $1500
  30. 30. Custom variablesLike events… but not exactly – 3 “scopes” – they can persist – Only 5 “slots” When in doubt, use events instead
  31. 31. Tracking:The Balancing Act
  33. 33. The Landscape of the New Version• New interface looks like the old one… – Except everything has moved• Handy tools and shortcuts… – If you know where to look
  34. 34. Reports are reorganized Navigate from the top and side
  35. 35. New navigation New visitors, technology, geography, and visitor flow Just what it sounds like Just what it sounds like, plus SEO Pages, site search, events Goals, eCommerce, and multi- channel
  36. 36. Reports in sneaky placesWatch out for“tabs” withinreports in thenew version
  37. 37. FiltersHide uselessdata. Focuson whatmatters.
  38. 38. Viewing & Sorting View your data as a pie chart, performanceSort by any comparison, and morecolumn
  39. 39. The Timeline Graph by day, week, or monthGraph two metrics at once Add annotations for reference – when you make changes, or when big events happen
  40. 40. The 2nd DimensionAdd depth to your data bypicking a second field(instead of drilling down)
  41. 41. Goals, right in your reports• asd
  42. 42. Advanced segmentsApply common segments to your reports: – New/Returning visitors – Search/Direct/Referrals – Visits with conversions – Mobile – Non-bounce visits
  43. 43. Custom segmentsMake and save your very own segments…based on any criteria you can think of
  44. 44. A Segmented ReportSet youradvancedsegments fromany report!…and now, seethem in context
  45. 45. Put it all togetherTo find high-performing referring sites, you could: – View traffic source report – Add landing page as second dimension – Sort by goal conversion rate – Filter out traffic from sites you own – Filter out sources with less than 100 visits – Segment to show only new visitors
  46. 46. A side-trip: Cross-domain trackingWhere did these people really come from?
  47. 47. Why it happens• Google Analytics uses cookies• Cookies are single-domain – Only the domain that created a cookie can read that cookie• But your website has multiple domains!
  48. 48. Why it happens• You think you’re one visitor on one site• But GA thinks you’re two visitors on two domains!• Solution: cross-domain tracking!
  49. 49. A story about cross-domainYou’re going on a cross-Atlantic flight. Beforeleaving SFO, you take out $1000 in cash.But your plane crashes on a mysterious island!
  50. 50. A story about cross-domainYou’re greeted by strangepeople called the DharmaInitiative.You need to buy supplies…But they won’t take yourUS money!What do you do?
  51. 51. A story about cross-domainYou exchange $1,000 for $687Dharma-Bucks, of course!Now, you can go about yourbusiness.
  52. 52. The need for cross domain trackingIn this story: – The USA and the Island are two different web domains – Money is your GA data – Cross-domain tracking is the exchange rate
  53. 53. Setting up for Multiple Domains1. Update your GA code to allow cross-domain: _gaq.push([_setDomainName,foodandwaterwatch.org]);  Allows tracking across sub-domains _gaq.push([setAllowLinker,true]);  Gives permission for cross-domain tracking to be used…2. Write code to handle cross-domain linking. Call GA’s “link” function:  Every time you link to another domain you own  Every time a form submits across domains
  54. 54. While you’re at it…As long as you’re setting up cross-domaintracking, you can detect and track other kinds oflinks: – External links – PDF downloads – Other file downloads
  56. 56. The Analytics MindsetBe on a mission… …and be an explorer at the same time.
  57. 57. Look for the weird• What is “unusual” for you? – A huge spike in traffic? – A very high conversion rate? – A sudden increase in bounce rate?• Look for a reason – don’t assume the best (or worst)• Look below the surface…
  58. 58. What’s this?
  59. 59. Surprise!
  60. 60. What does this mean?When you see an anomaly, dig deeper! – Filter – Segment – Find related occurrences
  61. 61. A cautionary note• As you look at smaller segments, data may lose significance.• A 50% conversion rate is: – Amazing, for 50,000 visitors – Just a coincidence, for 10 visitors
  63. 63. Know where you are:Make useful dashboards
  64. 64. Your personalized dashboard• Keep it simple• Two questions to ask yourself: – Is this report related to my goals? – Is this a report I should look at often?
  65. 65. Some useful dashboard reports• Topline goal conversion rates• Top keywords this month (excluding branded keywords)• Top traffic sources to action pages (excluding email)• Top articles, blog posts, and action pages• Top donation sources
  66. 66. Know your contentUse these 3 kinds of content reports:1. Pages report – What are they looking at?2. Landing page report – How did they get here? Is “here” the right place for them to be?3. Exit page report – Why did they leave? Is this a natural exit point, or did they lose interest?
  67. 67. Site search:Read your visitors’ minds!
  68. 68. How to set up site search (in 30 seconds or less)1. Do a search on your site2. Look at the results URL: – http://www.foodandwaterwatch.org/?s=fracking&x=0&y=0 – Your search parameter is “s”3. Plug all search parameters into Site Search settings, and enable!
  69. 69. Visitor flow Now that’s a jungle!
  70. 70. Real-time reporting• asdf
  71. 71. Multi-channel funnels• Normally, you look at activity just before a conversion• But what if other channels helped them convert?
  72. 72. Multi-channel conversionsQuestions we couldn’t answer before: – How long did it take them to convert? – How many ways did they reach our site? – What is the true value of each channel? • SEO • Advertising
  74. 74. Three steps to plan your analytics journey1. What’s my destination? (What am I trying to accomplish with my website?)2. What route do I take? (What specific parts of my site should be making this happen?)3. What tools do I need? (How do I track those parts?)
  75. 75. Make your plan, then follow through• Get all your tracking in place first• Then, start your journey! – Explore your data – Keep an eye on your goals
  76. 76. The End?Not really.This journey hasno end.
  77. 77. Thank You!Jo MilesFood & Water Watchjmiles@fwwatch.org@josmilesPlease review this session!#12NTCanalytics atwww.nten.org/ntc/eval