Without context, our data is meaningless.
Measurement is the “so what?” of content strategy, letting us evaluate content quality, including the efficacy of communications, usability, SEO, branding, and user experience design. Web analytics is crucial: it identifies how users interact with our content, informing content audits, analysis, and governance. But standard dashboard metrics aren’t sufficient. Real insight depends on context—so we need an analytics strategy.
Unleash Your Potential - Namagunga Girls Coding Club
Developing a Web Analytics Strategy for Your Content
1. Developing a Web
Analytics Strategy for
Your Content
Rick Allen
@epublishmedia
CS Forum 2011, September 6
#csforum11
2. “
#csforum11 | @epublishmedia
[Web analytics] changed the
game for marketers and
advertisers. But with respect to
content quality, many
practitioners are flip-flopping with
regard to which numbers matter,
and whether we can make use of
them.
Kristina Halvorson
Content Strategy for the Web
8. “
#csforum11 | @epublishmedia
Broadly speaking - and thanks
largely to the ubiquity and ease
of access to Google Analytics
(GA) - businesses have become
fixated by traffic volumes,
bounces, sources, journeys and
subsequent destinations and the
like and aren't looking to learn
more.
Clare O’Brien
CDA
10. “
#csforum11 | @epublishmedia
Most people understand that
content has value. Big value.
They just can’t prove or measure
the ROI. And, therefore, they
have no concept of how much
content is worth.
Melissa Rach
Brain Traffic
22. “
#csforum11 | @epublishmedia
Data doesn't automate [design
and content] decisions...Data will
never replace human judgment.
Colleen Jones
Content Science
23. Analytics can do more
than report progress, it
can inform process.
• Research and discovery
• Content audits
• Content analysis
• Content governance
24. How do we decide
what content to
create and update?
How do we
prioritize on-
page content?
25. How do we know our
message is being
seen (or shared) by
the right audience?
How do we
determine appropriate
communication
channels?
26. “
#csforum11 | @epublishmedia
Often numbers don’t speak as
loudly as they should because
you are missing one simple
ingredient: context.
Avinash Kaushik
Web Analytics 2.0
28. “
#csforum11 | @epublishmedia
I’m astounded at how few
decision makers actually use web
analytics data...I’m convinced it’s
because we report things they
don’t care about.
Avinash Kaushik
Web Analytics 2.0
32. #csforum11 | @epublishmedia
Analytics Analysis Framework
1 Business objectives What is the purpose of your website?
What actions do you want people to take on
2 Goals your website to meet your business
objectives?
Key Performance What relevant web metrics can be used to
3 measure the efficacy of your website goals
Indicators (KPIs) over time?
What are the benchmarks for your KPIs? How
4 Targets
do you rate success?
What visitor attributes will provide meaningful
5 Segments
insights?
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
33. #csforum11 | @epublishmedia
Analytics Analysis Framework
Improve communications and feedback
1 Business objectives
systems
• Read news blog
2 Goals
• Leave a comment
Key Performance • Time on page
3
Indicators (KPIs) • Comment rate
• 2+ minutes per page
4 Targets
• 5% comment rate
• Visits from social media sites
5 Segments
• Visits to conversions
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
34. #csforum11 | @epublishmedia
We can’t measure content by
numbers alone.
But we can’t demonstrate
content success without them.
35. #csforum11 | @epublishmedia
Rewards
• Demonstrate how content meets business
objectives and users’ needs.
• More adequately define the value of quality
content.
• Enable content owners to measure the
success of their content.