Make Quality Content Count with Web Analytics HighEdWeb 2011

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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. With these elements, you can quantitatively …

Instinct and gut feelings are nice, but numbers are better. Analysis and measurement are the “so what?” of content strategy, demonstrating content value. With these elements, you can quantitatively evaluate content quality, including the efficacy of communications, usability, SEO, branding, and user experience design. Web analytics is an essential part of this process: it identifies how users interact with your web content. It informs content audits, analysis, and governance. But you won’t find these insights through mere dashboard metrics. Better insights and smarter decisions depend on context—and that’s where analytics can help. An analytics strategy puts data in context. Without context, your data is meaningless.This session will discuss how you can develop an analytics strategy with methods for assessing content quality. Understand how to define useful, contextually relevant metrics and KPIs that support your content strategy and governance plan; evaluate content types and delivery channels; measure conversions and engagement; identify influence and reach; and enable content owners to adapt to evolving website and user goals.Don’t just go with your gut: create and maintain content that proves to be effective.

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  • 1. Make QualityContent Count withWeb AnalyticsRick Allen@epublishmediaHighEdWeb 2011, October 25#heweb11 #tnt12
  • 2. #heweb11 | #TNT12 | @epublishmedia Hi, I’m Rick.2
  • 3. 3
  • 4. #heweb11 | #TNT12 | @epublishmedia So what? Exactly.4
  • 5. “ #heweb11 | #TNT12 | @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 Web5
  • 6. “ #heweb11 | #TNT12 | @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 CDA7
  • 7. #heweb11 | #TNT12 | @epublishmedia8
  • 8. Content measurement roadblocks • We don’t know which numbers matter • We’re looking in the wrong places9
  • 9. Numbers rarely speak for themselves • 2,000 page views • 70% returning visitors • 80% bounce rate10
  • 10. #heweb11 | #TNT12 | @epublishmedia11
  • 11. #heweb11 | #TNT12 | @epublishmedia12
  • 12. #heweb11 | #TNT12 | @epublishmedia So what?13
  • 13. #heweb11 | #TNT12 | @epublishmedia Discovery Search Bottom-up analytics Insights through discovery14
  • 14. It’s hard to findanswers when youdon’t know thequestions to ask.
  • 15. #heweb11 | #TNT12 | @epublishmedia Goals Answers Top-down analytics Answer your questions16
  • 16. To find answers withweb analytics,start with meaningfulcontent questions.
  • 17. “ #heweb11 | #TNT12 | @epublishmedia Often numbers don’t speak as loudly as they should because you are missing one simple ingredient: context. Avinash Kaushik Web Analytics 2.018
  • 18. Without context, yourdata is meaningless.
  • 19. #heweb11 | #TNT12 | @epublishmedia20
  • 20. #heweb11 | #TNT12 | @epublishmedia21
  • 21. Goals provide context.Context provides meaning.
  • 22. Analytics can do more than report progress— it can inform process. • Research and discovery • Content audits • Content analysis • Content governance23
  • 23. #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-433071824
  • 24. Web analytics enablesmore comprehensiveuser research.
  • 25. #heweb11 | #TNT12 | @epublishmedia Content audit26
  • 26. #heweb11 | #TNT12 | @epublishmedia27
  • 27. #heweb11 | #TNT12 | @epublishmedia28
  • 28. Web analytics canhelp identify andevaluate the impactof content problems.
  • 29. #heweb11 | #TNT12 | @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.php31
  • 30. #heweb11 | #TNT12 | @epublishmedia How do I know which part of our audience is getting our message? Are they sharing our ideas?32
  • 31. #heweb11 | #TNT12 | @epublishmedia What type of content is most effective at driving inquiries? Which channel should we use to communicate with prospect students?33
  • 32. #heweb11 | #TNT12 | @epublishmedia Are people finding our content through search? When they find it, is it relevant to them?34
  • 33. Augment qualitativeanalysis with webanalytics for deepercontent insights.
  • 34. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Content Goals Key Performance 3 Indicators (KPIs) 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/36
  • 35. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Content Goals 3 Key Performance What is the purpose of Indicators (KPIs) your website? 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/37
  • 36. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Content Goals Key Performance What actions do you 3 Indicators (KPIs) want people to take on your website? 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/38
  • 37. #heweb11 | #TNT12 | @epublishmedia39
  • 38. #heweb11 | #TNT12 | @epublishmedia39
  • 39. “ #heweb11 | #TNT12 | @epublishmedia Great content moves people to action. Tim Nekritz Director of Web Communications, SUNY Oswego40
  • 40. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Goals What relevant web 3 Key Performance metrics can be used to Indicators (KPIs) measure your content 4 Targets goals over time? 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/41
  • 41. #heweb11 | #TNT12 | @epublishmedia42
  • 42. #heweb11 | #TNT12 | @epublishmedia42
  • 43. #heweb11 | #TNT12 | @epublishmedia43
  • 44. #heweb11 | #TNT12 | @epublishmedia43
  • 45. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Goals 3 Key Performance How do you rate Indicators (KPIs) success? 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/44
  • 46. #heweb11 | #TNT12 | @epublishmedia45
  • 47. #heweb11 | #TNT12 | @epublishmedia45
  • 48. #heweb11 | #TNT12 | @epublishmedia46
  • 49. #heweb11 | #TNT12 | @epublishmedia46
  • 50. #heweb11 | #TNT12 | @epublishmedia47
  • 51. #heweb11 | #TNT12 | @epublishmedia47
  • 52. #heweb11 | #TNT12 | @epublishmedia48
  • 53. #heweb11 | #TNT12 | @epublishmedia48
  • 54. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Goals Key Performance What visitor attributes 3 Indicators (KPIs) will provide meaningful insights? 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/49
  • 55. #heweb11 | #TNT12 | @epublishmedia50
  • 56. #heweb11 | #TNT12 | @epublishmedia50
  • 57. #heweb11 | #TNT12 | @epublishmedia51
  • 58. #heweb11 | #TNT12 | @epublishmedia51
  • 59. 52
  • 60. #heweb11 | #TNT12 | @epublishmedia Using analytics • Ask “so what?” at every stage in content planning • Identify and evaluate the impact of content problems • Augment qualitative analysis for deeper content insights • Make the case for content strategy— demonstrate content success and failure53
  • 61. #heweb11 | #TNT12 | @epublishmedia Next steps • Establish business objectives and content goals with content owners • Identify meaningful metrics (KPIs) • Align new content and related goals to established business objectives • Routinely demonstrate success54
  • 62. #heweb11 | #TNT12 | @epublishmedia So what?55
  • 63. www.meetcontent.com56
  • 64. #heweb11 | #TNT12 | @epublishmedia Thanks! Rick Allen @epublishmedia57