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  • Discuss why we have two people involvedStrategicProduction/technical
  • cj
  • MattWhere is traffic coming from, is where they’re landing relevant.Client impact – landing page vs. a redirect (such as a 301)
  • Matt
  • CJ to review
  • CJ
  • Matt
  • MattNeed the previous… elements are necessary, but not sufficient
  • Matt – strategy – track your funnel or establish a funnelCJ, rest of slide
  • cj
  • CJImage from: http://www.flickr.com/photos/devosdelphin/3056545837/*** Do we need to expand on how to do this ***
  • matt
  • Matt
  • Matt – holistic approach helps you avoid a tools only view of web analytics.
  • CJ
  • Matt
  • CJ
  • CJ
  • CJ
  • CJ
  • Matt – visualizing the visitor’s path in the funnel. How you are driving/acquiring traffic and what you’re doing with the traffic once it’s in the funnel.Everything at the top is about reach / awareness.It’s about tools in the tool kit.
  • MattWhat are you trying to accomplish? What’s important to the institution or your department – operationalize ways to measure that…then expand.Same diligence and discipline is needed in design. Site design, delivery, improvements can’t happen in a vacuum.
  • Cjhttp://www.flickr.com/photos/redvers/532076662/sizes/o/
  • MattHighly selective or not, could be an example.Experience at Capella with application fees.
  • MattEach stage of the funnel, or part of the visitor path can be seen as a mini-funnel. This may get you to adjust your strategies and tactics for overall better ROI. Sometimes a higher cost per lead or cost per inquiry may yield a lower cost per conversion/matriculation.
  • CJ
  • CJHome page vs landing page or redirects. Don’t skimp because it’s easy for you…don’t make your process the customers problem.
  • CJ
  • CJ
  • CJ
  • Cj –
  • Cjhttp://www.watchingwebsites.com/archives/lean-analytics-questions-vcs-should-ask-and-youd-better-answer
  • Matt
  • matt
  • Matt
  • matt
  • CJ
  • Matt
  • Matt
  • *** Matt ***Talking with client about work they wanted to do, and different spends (radio, tv, etc). They were interested in the ROI of their spend, but wouldn’t change the URL. What was directing traffic? Best you can do is annotate the launch dates.

Stamats: Analytics Webinar Stamats: Analytics Webinar Presentation Transcript

  • You Can’t Manage What You Can’t Measure:Using Analytics to Improve Web Performance
    CJ Cunniff & Matt Arnold
    • Over 10 years interactive experience
    • JavaScript/XML programming, JQUERY, MOOTOOLS, AJAX and Flash Development
    • 7 years working in higher education
    • Role: How you do it!
    CJ Cunniff
    Director, Interactive Media Production
    • Over 15 years interactive experience
    • Has led interactive strategy
    • 7 years higher education experience
    • Master’s thesis focused on computer augmented group decision-making
    • Role: What you should do and why!
    Matt Arnold
    Director, Interactive Media Strategy
  • Google Analytics
    Qualified
    CJ Cunniff
    Director, Interactive Media Production
    Google Analytics
    Qualified
    Matt Arnold
    Director, Interactive Media Strategy
  • Fundamentals: Analytics Defined
    Impress Your Boss Version
    Understandable Version
    Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
    Wikipedia
    Web Analytics is the measurement of what is really happening on your
    site.
  • Abandonment: Falling out of the funnel in three frames
  • Point of View
    With competing priorities and greater scrutiny on marketing budgets, it is imperative that institutions realize how their web presence is performing. The best way to understand ROI and drive continuous improvement is through the effective use of web analytics.
  • Goals
    Benefits
    Fundamentals/Overview of Analytics
    Holistic Approach
    Making Things Actionable
    Tips, Tricks & Recommendations
    Discussion / Q&A
  • Fundamentals: Other Definitions
    Hits
    A hit occurs any time a single file is transferred and is now a generally useless measure. A page with 4 images would count as 5 hits in a single page view.
    Page Views
    A page view occurs any time a single page loads and the analytics JavaScript runs.
    Unique Visitor
    A unique visitor will only be counted once for a given period of time.
    Visit
    A visit starts when a unique visitor opens a website and ends when they move on to another website. One unique visitor can make many visits to a website.
    Funnel
    The path that you expect (or want) a visitor to take to complete an action. This could be the form pages needed to complete an application for example.
  • Benefits
    Understanding the true state of your integrated marketing campaign
    Obtaining better customer insights
    Overall time savings
    More effective use of marketingdollars
    Ability to show Return on Investment for any level of marketing you decide to track
    Continuous Improvement
  • Fundamentals: Tracking 
    Track your funnel.
    Know all of the metrics at each of the friction points.
    Assign cost to each stage of the funnel.
  • Fundamentals:Focus
    Avoid paralysis by analysis.
    Establish key metrics to observe on regular basis and use for optimization.
  • Fundamentals: Automate
    Use tools to diagnose opportunities and threats, and save time developing and managing your efforts.
  • “In God we trust; all others must bring data.”
    • W. Edwards Deming
    Physicist and quality improvement pioneer
    Source: Clemson University (http://deming.eng.clemson.edu/pub/den/files/deming.jpg)
  • People
    • Roles / Responsibilities
    • Organizational Development
    • Training
    • Change Management
    • Communication
    • Culture
    Tools
    • Technology
    • Requirements
    • Constraints
    Process
    • Workflows
    • Procedures / Tasks
  • The Hub And Spoke Method: The Spoke
    The spokes are the different business units, areas or competences that your organization has.
    The job of the hub is to supply the spokes with the information they
    need via processes designed to get the most out of the tools..
    More information on The Hub and Spoke model can be found in “The Cult of Analytics”
  • The Hub And Spoke Method: The Spoke
    The spokes are the different business units, areas or competences that your organization has.
    The job of the hub is to supply the spokes with the information they
    need via processes designed to get the most out of the tools..
    More information on The Hub and Spoke model can be found in “The Cult of Analytics”
  • The Chasms (per Forrester Research)
    Investment
    Staffing
    Action
  • People/Institutions Attending SIM Tech
  • People/Institutions using analytics
  • People/Institutions using Google Analytics
  • People/Institutions spending time with Google Analytics to understand more than number of visits or bounce rate
  • What to Collect
    Start with what’s important to the institution?
  • Making Things Actionable: Determine What Data to Collect:
    KPI Prioritization:
    What type of metrics have the most potential
    Keep your focus. Focus on what is important to your site/industry. Focus your limited resources.  
    Sit down and match up your report to your priorities.
  • Goals & objectives change the shape of the funnel
  • Entering
    Leaving
    • What about sites without E-Commerce?
    • Tracking $Index
    • Estimating Actionable Values
    Goal
  • They can get everything they need from the homepage.
  • This confuses and angers me. They’ll most likely abandon.
    They can get everything they need from the homepage.
  • Entering
    Leaving
    Goal
  • Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.
    Likelihood of Converting
    Value
    $2000
    Matriculate
  • Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.
    Likelihood of Converting
    Value
    30% (Apply to Accept)
    $420
    70% (Accept to Matriculate)
    $1,400
    $2000
    Matriculate
  • Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.
    Likelihood of Converting
    Value
    1% (Open email)
    $.0021
    2% (Click through to site)
    $.21
    5% (Info Request lead to visit)
    $10.50
    50% (Campus Visit to Apply)
    $210
    30% (Apply to Accept)
    $420
    70% (Accept to Matriculate)
    $1,400
    $2000
    Matriculate
  • Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.
    Likelihood of Converting
    Value
    1% (Open email)
    $.0021
    What else can drive traffic to these pages?
    What will that cost?
    2% (Click through to site)
    $.21
    5% (Info Request lead to visit)
    $10.50
    50% (Campus Visit to Apply)
    $210
    30% (Apply to Accept)
    $420
    Lifetime Value?
    • Persist
    • Graduate
    • Donate
    • Will
    70% (Accept to Matriculate)
    $1,400
    $2000
    Matriculate
  • Play Nice
    Website Goals
    User Goals
    Institutional Goals
  • Making Things Actionable: Collecting Data 
    Radio
    Television
    Print
    Web
    Analytics Collection
  • Making Things Actionable: Collecting Data 
    Youraddress.edu/radio
    Youraddress.edu/tv
    Radio
    Television
    Print
    Web
    Youraddress.edu/web
    Youraddress.edu/print
    Analytics Collection
  • Making Things Actionable: make data consumable
    Core goals?
    Extended funnel abandonment?
    Movement towards or away from business goals?
    Changes to the funnel?
    Are we comparing apples to oranges?
    Annotations are key
  • Correlation does not equal causation.
  • Making Things Actionable: Check for Erroneous Assumptions
    Drowning
    Shark Attacks
    Boating Accidents
    Ice cream is obviously EVIL
    Ice cream consumed
    Ice cream consumed
    Ice cream consumed
  • Making Things Actionable: Check for Erroneous Assumptions
    Drowning
    Shark Attacks
    Boating Accidents
    Shark Attacks
    Drowning
    Boating Accidents
    Actual Causality
    Ice cream consumed
    Ice cream consumed
    Ice cream consumed
    High Temp of the Day
    High Temp of the Day
    High Temp of the Day
  • Making Things Actionable
    Interesting alone is not actionable
    Determine what can be improved?
    Determine the value of various traffic drivers & focus on improving value and conversions.
  • Analytics: Reporting and Dashboards
  • Inspire your audience
    We now know what people are tending to do and what we want them to do.
    We now know the gap between desired state and current state.
    The next step is to increase engagement with our audience to further enhance our KPI results and improve ROI.
    Use informative titles in reports
  • Rinse and Repeat
    The work of a good analytics campaign is never complete.
    Once we have made some changes and have seen some improvement we will need to start the process over.
  • Tips / Tricks: Resources
    Sites
    Google’s Web Analytics IQ
    Occam’s Razor – Avinash’s Blog
    Web Analytics Association
    Books
    Web Analytics an Hour a Day
    Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
    Cult of Analytics
    Actionable Analytics
  • Tips/Tricks: People
    Assigning roles and responsibilities
    Ongoing training sessions – give them the skills to analyze and interpret the data
    Time Management
    How often
    Automation
    When to research
  • Tips/Tricks: Process
    Define problems & do a GAP analysis
    Set up $indexing to define and measure the solution
    Use “The 3x3 Matrix Approach” to get started
  • What Is $Index & How Can It Help?
  • The 3 x 3 Grid as a Starting Point to making things actionable
  • Tips/Tricks: Tools
  • Annotations
    Annotations will also show up on the graphs
  • Annotations
    Annotations will also show up on the graphs
    The annotations box is closed by default. Click this button under a graph to open it
    For something of particular importanceplace a star.
  • Funnel Reporting With Goals
  • A/B Testing With Google Website Optimizer
    Determine a lowor a high traffic pageto be tested based on aKPI
    Create multiple versionsof the page
    Define the goal landingpage
    Track for a minimum ofa few hundred hits
    Implement the best ranked solution
  • Wrap Up
    Holistic: people, process, and tools
    Progress, not perfection – commit to continuous improvement
    Transform data into information and knowledge
    Love results, not channels
    Know what’s producing and what’s worth doing
    Set up goals and funnels in your analytics program
    Be data-driven
  • Questions
  • The Bonus
    Free 30 Minute Consultations Given to The First 15 Registrants at:
    http://www.stamats.com/analytics
    (This presentation and links to the resources referenced are also available)