1. Analytics Guidelines:
Overview

2. http://www.harvard.edu/guidelines

3. Guidelines
• Created for the entire University‟s use
• PIN Login
• Goal is to create a consistent and high quality
experience of Harvard both in print and on the
web
• Downloadable logo/branding assets and
specific color/branding guidance
• Constantly evolving best practices for social
and mobile
• “Video Toolkit” which includes “how-to”
guidance on basics of composition as well as
downloadable editing assets
• Downloadable school shield files
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4. Analytics: Web and Social
Google Analytics
• Tracking harvard.edu,
Gazette, alumni website, etc.
• Engagement metrics
• Regular reports
• Tracking traffic sent to/from
referral sites
Chartbeat
• Real-time traffic
segmented by source
• Helps show anomalous
events and spikes
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5. Analytics: Web and Social
Bit.ly Enterprise
• Shortened link tracking
• Understand public sharing,
mentions of Harvard
content
SocialFlow (Twitter)
• Clicks, RTs across
multiple Twitter
accounts, weekly and
monthly reporting
• Discover trends
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6. Analytics: Web and Social
Facebook Insights
• Global reach with content
• Identify trends and
Facebook EdgeRank
changes
• Optimize content for best
sharing
YouTube, Kaltura, Soundcloud
• Identify opportunities
through media embeds
• Spot trends in viewing
habits of audience
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7. Analytics Guidelines
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8. Analytics Guidelines: Major Sections
• Overview of web and social analytics
• Web analytics
– Google Analytics setup
– Additional training resources
• Link shorteners
• Tracking codes (Google Analytics)
• Social media analytics tools
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9. Analytics Guidelines: Link Shorteners
• Digital Strategy uses Bit.ly
Enterprise account to “brand”
shortened links as hvrd.me
• Stats available on shortened
links by adding a „+‟ at the end of
the link, then loading page
• We suggest adding GA
campaign codes before
shortening links
• Automating shortened links
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10. Analytics Guidelines: Tracking Codes
• Walkthrough of adding
campaign codes to URLs
• Guide on finding data using
Google Analytics
• Using advanced segments in
Google Analytics
http://news.harvard.edu/gazette/story/2012/09/the-book-club-goes-online/
?utm_source=facebook&utm_medium=social&utm_campaign=fb-wall
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11. Analytics: Future Opportunities
• Standardize:
– Campaign codes
– Reporting metrics
• Google Analytics API
• Reporting templates for
daily, weekly, monthly
metrics across web &
social platforms
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12. Analytics Guidelines:
Overview
Thank you!