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Make Quality Content Count with Web Analytics (edUi)
 

Make Quality Content Count with Web Analytics (edUi)

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Instinct and gut feelings are nice, but numbers are better. Analysis and measurement are the “so what?” of content strategy, demonstrating content value. These elements allow quantitative ...

Instinct and gut feelings are nice, but numbers are better. Analysis and measurement are the “so what?” of content strategy, demonstrating content value. These elements allow quantitative evaluation of quality. Web analytics is an essential part of any measurement plan, but look past dashboard metrics. Meaningful insights require context to be useful. Learn how to develop an analytics strategy with methods for assessing content quality. Understand how to define meaningful metrics that support a web content measurement plan. Don’t just rely on gut feelings—create and maintain web content that proves to be effective.

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  • \nAlthough less conventional, this analytics framework also works for users’ needs.\n\nRemember, successful content relies on the marriage of business goals ad users’ needs.\n
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Make Quality Content Count with Web Analytics (edUi) Make Quality Content Count with Web Analytics (edUi) Presentation Transcript

  • Make QualityContent Count withWeb AnalyticsRick Allen@epublishmediaedUi 2011, October 14#eduiconf
  • 2
  • #eduiconf | @epublishmedia So what? Exactly.3
  • “ #eduiconf | @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 Web4
  • #eduiconf | @epublishmedia What Why5
  • #eduiconf | @epublishmedia Quantitative Qualitative6
  • #eduiconf | @epublishmedia Web Analytics UX7
  • “ #eduiconf | @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 arent looking to learn more. Clare O’Brien CDA8
  • #eduiconf | @epublishmedia9
  • Numbers rarely speak for themselves • 2,000 page views • 70% returning visitors • 80% bounce rate10
  • #eduiconf | @epublishmedia11
  • #eduiconf | @epublishmedia12
  • To find answers withweb analytics, startwith meaningfulcontent questions.
  • #eduiconf | @epublishmedia What analytics cant do… • Provide a complete content measurement solution • Provide accurate data • Adequately answer Why?14
  • #eduiconf | @epublishmedia What analytics can do… • Comparative analysis: measure content trends • Quantitatively evaluate content quality • Challenge and validate assumptions • Demonstrate how content meets established business goals and users’ needs • Enable content owners to measure the success of their own content16
  • #eduiconf | @epublishmedia Goals Insights Top-down analytics Answer your questions17
  • #eduiconf | @epublishmedia Discovery Search Bottom-up analytics Insights through discovery18
  • Analytics can do more than report progress— it can inform process. • Research and discovery • Messaging • Content audits • Content analysis • Content governance19
  • “ #eduiconf | @epublishmedia Often numbers don’t speak as loudly as they should because you are missing one simple ingredient: context. Avinash Kaushik Web Analytics 2.021
  • Without context, yourdata is meaningless.
  • #eduiconf | @epublishmedia23
  • #eduiconf | @epublishmedia24
  • Goals providecontext. Contextprovides meaning.
  • #eduiconf | @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/26
  • #eduiconf | @epublishmedia Analytics Analysis Framework Improve communications and feedback 1 Business objective 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/27
  • #eduiconf | @epublishmedia Analytics Analysis Framework 1 User Task Find tuition and expenses • Successful site search 2 Goals • Click on "quick link" Key Performance • Search queries rate 3 Indicators (KPIs) • Pageviews from “quick link” • 90% success rate for cost-related queries 4 Targets • 30% of traffic from quick links • Visits from external traffic 5 Segments • Visits to conversions Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/28
  • “ #eduiconf | @epublishmedia [A ‘bottom-up’ approach] relies on pattern analysis and failure analysis to help you understand your users’ intent in qualitative ways that complement the top- down approach. Lou Rosenfeld Co-author, Information Architecture for the World Wide Web29
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  • #eduiconf | @epublishmedia The challenges of qualitative research • Data usually from small numbers • Most methods take a snapshot in time • Difficult to capture some behavior • Setting sometimes artificial (e.g. lab tests) Source: http://www.slideshare.net/UserIntelligence/combining-methods-web-analytics-and-user-testing-433071831
  • Web analytics enablesmore comprehensiveuser research.
  • #eduiconf | @epublishmedia How web analytics can help • Referring site traffic • Search engine traffic • Traffic by geographic location • Traffic by technology33
  • #eduiconf | @epublishmedia Message architecture Sample: • Student-centered • Empowering and valuable • Community-minded • Pioneering and resourceful • Welcoming34
  • Web analytics canvalidate assumptionsand help prioritizebrand attributes.
  • #eduiconf | @epublishmedia36
  • #eduiconf | @epublishmedia36
  • #eduiconf | @epublishmedia37
  • #eduiconf | @epublishmedia37
  • #eduiconf | @epublishmedia Content audit • Redundant • Outdated • Confusing • Missing or hard-to-find38
  • Web analytics canhelp identify andevaluate the impactof content problems.
  • #eduiconf | @epublishmedia40
  • #eduiconf | @epublishmedia41
  • #eduiconf | @epublishmedia Content analysis • Usefulness and relevance • Clarity and accuracy • Influence and engagement • Completeness • Voice and style • Usability and findability Source: http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php42
  • #eduiconf | @epublishmedia How do I know which part of our audience is getting our message? Are they sharing our ideas?43
  • #eduiconf | @epublishmedia What type of content is most effective at driving inquiries? Which channel should we use to communicate with prospect students?44
  • #eduiconf | @epublishmedia Are people finding our content through search? When they find it, is it relevant to them?45
  • Augment qualitativeanalysis with webanalytics for deepercontent insights.
  • #eduiconf | @epublishmedia Content governance and measurement • Measure business goals and users’ needs • Demonstrate success • Identify problems47
  • Use web analyticsto maintain contentowners’ focus anddemonstrate success.
  • #eduiconf | @epublishmedia Rewards • Useful, purposeful content that meets business objectives and users’ needs • More comprehensive user research • Validate assumptions and help prioritize brand attributes49
  • #eduiconf | @epublishmedia Rewards • Help identify and evaluate the impact of content problems • Augment qualitative analysis for deeper content insights • Maintain content focus and demonstrate success50
  • www.meetcontent.com51
  • #eduiconf | @epublishmedia Thanks! Rick Allen @epublishmedia52