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Using Web Analytics to Influence Business Decisions

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Using Web Analytics to Influence Business Decisions for NE/SAE: New England Society of Association Executives …

Using Web Analytics to Influence Business Decisions for NE/SAE: New England Society of Association Executives

Web analytics tools help you track your site's statistics, allowing you to see how many people are looking at which page, what sites your visitors are coming from, who your users are, and more. This information can in turn help you measure traffic, understand your visitors' needs and behavior, and gauge click-through rates to new content or features. Whether you're a nonprofit or a for-profit, your data-tracking needs are virtually the same. This session will show you what to consider when choosing an analytics package, and identify free tools and robust applications that can help you better understand your site's visitors. You will learn how to continuously improve your web site, how to find out what your prospective members are most interested in and where they tend to find you, and how you can hone your message and marketing efforts both online and offline to get more leads.

Chuck Murphy, Founder & Chief Executive Officer

Chuck is responsible for the day-to-day operations of Boston Interactive. He founded the company in 1999 and grew it from a home-based business to an operation with clients from around the world. Chuck acts as Executive Sponsor for major projects, providing both his vision and his leadership to the design and programming teams.

Chuck frequently speaks on non-profit website best practices, and is active in many of the local professional organizations. Some of the major organizations Chuck has worked with are Iron Mountain, Forrester Research, Genzyme Corporation, the ASPCA and ACCION International.

Published in: Technology, Business

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  • Analytics tools can precisely measure user behavior and experience. These metrics tell us exactly what users are doing on your site, what pages are of greatest interest to them, and what parts of your site aren’t effective.
  • Cognitive Techniques (the process of thought)
  • Member and visitor resources
  • The problem is, you cannot predict with any degree of accuracy what visitors are going to read and respond to. So content we think is important might not be to the user. This non-performing content does little for us other than taking up space.We can accurately measure interactions and behaviors and adjust accordingly.
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Don’t set and forget
  • Transcript

    • 1. 1
      “Using Web Analytics to Influence Business Decisions”
      2010 Technology Conference
    • 2. What You’ll Learn
      2
      • Analytics 101
      • 3. Business requirements
      • 4. The data
      • 5. Meet the vendors
      • 6. What to do with it
      • 7. Case studies
    • About Me
      3
      Chuck Murphy
    • Definition
      4
      Website Analytics
      Definition: “Analytics” - how an entity arrives at an optimal or realistic decision based on existing data.
    • 14. User Centric
      5
      User Centric Design
      • Before: inform on past behaviors
      • 15. After: to measure our assumptions
    • History
      6
      History
      • Past: Hit Counters
      • 16. Current: Analytics
      • 17. Future: Integrated Analytics
    • History
      7
      History
      • Past: Hit Counters
      • 18. Current: Analytics
      • 19. Future: Integrated Analytics
    • History
      8
      History
      • Past: Hit Counters
      • 20. Current: Analytics
      • 21. Future: Integrated Analytics
    • History
      9
      History
      • Past: Hit Counters
      • 22. Current: Analytics
      • 23. Future: Integrated Analytics
    • History
      10
      History
      • Past: Hit Counters
      • 24. Current: Analytics
      • 25. Future: Integrated Analytics
    • Things you can measure
      11
      Technology
    • Things you can measure
      12
      Technology
    • Things you can measure
      13
      Technology
    • Things you can measure
      14
      Technology
    • Things you can measure
      15
      Technology
    • How it works
      16
    • 46. How it works
      17
    • 47. How it works
      18
    • 48. The business side
      19
      Associations
    • What it tells us
      20
      Analytics can tell you
      • How are visitors using your site
      • 58. What actually works Vs. what you think works
      • 59. Is my content effective
      • 60. How can I improve my site navigation
      • 61. Unexpected Insights
    • Analytics 101
      21
      Dashboard
    • Analytics 101
      22
      What it means
      Visitors
      Visits
      Page Views
      Pages
      0
      0
      0
      0
    • 75. Analytics 101
      23
      What it means
      Visitors
      Visits
      Page Views
      Pages
      0
      0
      0
      1
      1
      1
      1
      0
    • 79. Analytics 101
      24
      What it means
      Visitors
      Visits
      Page Views
      Pages
      0
      0
      0
      1
      1
      1
      1
      2
      2
      0
    • 83. Analytics 101
      25
      What it means
      Visitors
      Visits
      Page Views
      Pages
      0
      0
      0
      1
      1
      1
      1
      2
      2
      3
      3
      0
    • 87. Analytics 101
      26
      What it means
      Visitors
      Visits
      Page Views
      Pages
      0
      0
      0
      1
      1
      1
      1
      2
      2
      3
      3
      4
      0
    • 91. Goals
      27
      Goals
      Mapping website actions to business goals
      Business Goals
      • Pay dues online
      • 92. Access resources
      • 93. Community involvement
      Measurement
    • Goals
      28
      Goals
      Mapping website actions to business goals
      Business Goals
      • Pay dues online
      • 96. Access resources
      • 97. Community involvement
      Measurement
    • Goals
      29
      Goals
      Mapping website actions to business goals
      Business Goals
      • Pay dues online
      • 100. Access resources
      • 101. Community involvement
      Measurement
    • Goals
      30
      Goals
      Mapping website actions to business goals
      Business Goals
      • Pay dues online
      • 104. Access resources
      • 105. Community involvement
      Measurement
    • Goals
      31
      Funnel
      A series of pages which a visitor must pass through before reaching the conversion goal
    • 108. Goals
      32
      Funnel
      A series of pages which a visitor must pass through before reaching the conversion goal
    • 109. Goals
      33
      Funnel
      A series of pages which a visitor must pass through before reaching the conversion goal
    • 110. Heuristics
      34
    • 111. Heuristics
      35
    • 112. Heuristics
      36
    • 113. Heuristics
      37
    • 114. Vendors
      38
      Vendors
    • Vendors
      39
      Vendors
    • Vendors
      40
      Vendors
    • Vendors
      41
      Vendors
    • Case Study
      42
      Goal
      • Increase Donations
    • Case Study
      43
      Goal
      • Increase Donations
    • Case Study
      44
      Goal
      • Increase Donations
      Result
      • 18% increase in online donations
    • Case Study
      45
      Goal
      • Understand users preferences
    • Case Study
      46
      Goal
      • Understand users preferences
    • Case Study
      47
      Goal
      • Understand users preferences
      Result
      • 300% longer site time on site
    • Case Study
      48
      Goal
      • Increase conversions to contact pages
    • Case Study
      49
      Goal
      • Increase conversions to contact pages
    • Case Study
      50
      Goal
      • Increase conversions to contact pages
      Result
      • 38% increase in online appointments
    • Conclusion
      51
      • Map goals to business requirements
      • 135. Automate reports
      • 136. Track, Analyze, Adjust
      • 137. Look for trends
      • 138. Analyze data together
      Chuck Murphy
      cmurphy@bostoninteractive.com
      (617) 241-7977 x221
      Presentation: Bostoninteractive.com/nesae