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     advertis...
#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 ...
#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    ...
#eduiconf | @epublishmedia     What analytics can do…     •   Comparative analysis: measure content trends     •   Quantit...
#eduiconf | @epublishmedia                               Goals                             Insights     Top-down analytics...
#eduiconf | @epublishmedia                           Discovery                              Search     Bottom-up analytics...
Analytics can do more     than report progress—     it can inform process.     •   Research and discovery     •   Messagin...
“                      #eduiconf | @epublishmedia     Often numbers don’t speak as     loudly as they should because     y...
Without context, yourdata is meaningless.
#eduiconf | @epublishmedia23
#eduiconf | @epublishmedia24
Goals providecontext. Contextprovides meaning.
#eduiconf | @epublishmedia             Analytics Analysis Framework     1   Business objectives                What is the...
#eduiconf | @epublishmedia             Analytics Analysis Framework                                            Improve com...
#eduiconf | @epublishmedia             Analytics Analysis Framework     1   User Task                          Find tuitio...
“                                   #eduiconf | @epublishmedia     [A ‘bottom-up’ approach] relies     on pattern analysis...
30
#eduiconf | @epublishmedia     The challenges of     qualitative research     •   Data usually from small         numbers ...
Web analytics enablesmore comprehensiveuser research.
#eduiconf | @epublishmedia     How web analytics     can help     •   Referring site traffic     •   Search engine traffic...
#eduiconf | @epublishmedia     Message architecture     Sample:     •   Student-centered     •   Empowering and valuable  ...
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-...
Web analytics canhelp identify andevaluate the impactof content problems.
#eduiconf | @epublishmedia40
#eduiconf | @epublishmedia41
#eduiconf | @epublishmedia     Content analysis     •   Usefulness and relevance     •   Clarity and accuracy     •   Infl...
#eduiconf | @epublishmedia       How do I know      which part of our     audience is getting       our message?          ...
#eduiconf | @epublishmedia        What type of       content is most     effective at driving          inquiries?         ...
#eduiconf | @epublishmedia     Are people finding        our content      through search?              When they find       ...
Augment qualitativeanalysis with webanalytics for deepercontent insights.
#eduiconf | @epublishmedia     Content governance     and measurement     •   Measure business goals         and users’ ne...
Use web analyticsto maintain contentowners’ focus anddemonstrate success.
#eduiconf | @epublishmedia     Rewards     •   Useful, purposeful content that meets         business objectives and users...
#eduiconf | @epublishmedia     Rewards     •   Help identify and evaluate the impact of         content problems     •   A...
www.meetcontent.com51
#eduiconf | @epublishmedia     Thanks!     Rick Allen     @epublishmedia52
Make Quality Content Count with Web Analytics (edUi)
Make Quality Content Count with Web Analytics (edUi)
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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 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)

    1. 1. Make QualityContent Count withWeb AnalyticsRick Allen@epublishmediaedUi 2011, October 14#eduiconf
    2. 2. 2
    3. 3. #eduiconf | @epublishmedia So what? Exactly.3
    4. 4. “ #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
    5. 5. #eduiconf | @epublishmedia What Why5
    6. 6. #eduiconf | @epublishmedia Quantitative Qualitative6
    7. 7. #eduiconf | @epublishmedia Web Analytics UX7
    8. 8. “ #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
    9. 9. #eduiconf | @epublishmedia9
    10. 10. Numbers rarely speak for themselves • 2,000 page views • 70% returning visitors • 80% bounce rate10
    11. 11. #eduiconf | @epublishmedia11
    12. 12. #eduiconf | @epublishmedia12
    13. 13. To find answers withweb analytics, startwith meaningfulcontent questions.
    14. 14. #eduiconf | @epublishmedia What analytics cant do… • Provide a complete content measurement solution • Provide accurate data • Adequately answer Why?14
    15. 15. #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
    16. 16. #eduiconf | @epublishmedia Goals Insights Top-down analytics Answer your questions17
    17. 17. #eduiconf | @epublishmedia Discovery Search Bottom-up analytics Insights through discovery18
    18. 18. Analytics can do more than report progress— it can inform process. • Research and discovery • Messaging • Content audits • Content analysis • Content governance19
    19. 19. “ #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
    20. 20. Without context, yourdata is meaningless.
    21. 21. #eduiconf | @epublishmedia23
    22. 22. #eduiconf | @epublishmedia24
    23. 23. Goals providecontext. Contextprovides meaning.
    24. 24. #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
    25. 25. #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
    26. 26. #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
    27. 27. “ #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
    28. 28. 30
    29. 29. #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
    30. 30. Web analytics enablesmore comprehensiveuser research.
    31. 31. #eduiconf | @epublishmedia How web analytics can help • Referring site traffic • Search engine traffic • Traffic by geographic location • Traffic by technology33
    32. 32. #eduiconf | @epublishmedia Message architecture Sample: • Student-centered • Empowering and valuable • Community-minded • Pioneering and resourceful • Welcoming34
    33. 33. Web analytics canvalidate assumptionsand help prioritizebrand attributes.
    34. 34. #eduiconf | @epublishmedia36
    35. 35. #eduiconf | @epublishmedia36
    36. 36. #eduiconf | @epublishmedia37
    37. 37. #eduiconf | @epublishmedia37
    38. 38. #eduiconf | @epublishmedia Content audit • Redundant • Outdated • Confusing • Missing or hard-to-find38
    39. 39. Web analytics canhelp identify andevaluate the impactof content problems.
    40. 40. #eduiconf | @epublishmedia40
    41. 41. #eduiconf | @epublishmedia41
    42. 42. #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
    43. 43. #eduiconf | @epublishmedia How do I know which part of our audience is getting our message? Are they sharing our ideas?43
    44. 44. #eduiconf | @epublishmedia What type of content is most effective at driving inquiries? Which channel should we use to communicate with prospect students?44
    45. 45. #eduiconf | @epublishmedia Are people finding our content through search? When they find it, is it relevant to them?45
    46. 46. Augment qualitativeanalysis with webanalytics for deepercontent insights.
    47. 47. #eduiconf | @epublishmedia Content governance and measurement • Measure business goals and users’ needs • Demonstrate success • Identify problems47
    48. 48. Use web analyticsto maintain contentowners’ focus anddemonstrate success.
    49. 49. #eduiconf | @epublishmedia Rewards • Useful, purposeful content that meets business objectives and users’ needs • More comprehensive user research • Validate assumptions and help prioritize brand attributes49
    50. 50. #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
    51. 51. www.meetcontent.com51
    52. 52. #eduiconf | @epublishmedia Thanks! Rick Allen @epublishmedia52

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