Making Better Decisions
      with Web Analytics

      Rick Allen
      Babson College
      F.W. Olin Graduate School of...
Hi, I’m Rick.




Rick Allen • @epublishmedia   #pseweb • #analytics
Hi, I’m Rick.




Rick Allen • @epublishmedia   #pseweb • #ContentStrategy
This is not a talk
                 about data.



@epublishmedia                    #pseweb
This is a talk about
                 web strategy.



@epublishmedia                   #pseweb
What I’m talking about
      1. Using analytics data in context
           is a process
      2. Ask the right questions t...
It’s Not a Step


             Objectives    Metrics




@epublishmedia                       #pseweb
It’s a Process


 Objectives         Questions     Metrics




@epublishmedia                       #pseweb
It’s a Process
        ‣ Define objectives
        ‣ Ask questions
        ‣ Establish metrics and KPIs




@epublishmedia ...
Web analytics



       Business     Effective  Key
        goals       decisions metrics




@epublishmedia              ...
Data doesn’t answer
              questions.



@epublishmedia                 #pseweb
Data helps people
           answer questions.



@epublishmedia                 #pseweb
“        Often numbers don't speak as
         loudly as they should because
         you are missing one simple
         ...
“        Data doesn't automate
         [design and content]
         decisions...Data will never
         replace human j...
Questions that
                 need answers:



@epublishmedia                    #pseweb
@epublishmedia   #pseweb
How do we decide
        what new content
          to publish?




@epublishmedia             #pseweb
How do we decide
        what new content
          to publish?


                 How do we decide
                  what...
@epublishmedia   #pseweb
How do we
           prioritize web
             projects?




@epublishmedia              #pseweb
How do we
           prioritize web
             projects?


                 How do we decide
                  what tech...
@epublishmedia   #pseweb
How do we
         decide where to
           target ads?




@epublishmedia             #pseweb
How do we
         decide where to
           target ads?


                 How do we know
                 if our websit...
Aligning web
  strategy with
   key metrics
    and KPIs


@epublishmedia    #pseweb
How do we
   decide what
   new content
    to publish?


@epublishmedia    #pseweb
New Content
 that you need content strategy.
   Response     Metric(s)
     Determine if people         Keyword searches
 ...
How do we
    decide what
     content to
      update?



@epublishmedia    #pseweb
Update Content
 that you need content strategy.
   Response     Metric(s)
     Determine if content is    Exit and bounce ...
How do we
 prioritize web
    projects?



@epublishmedia    #pseweb
Project Priorities
 that you need content strategy.
   Response     Metric(s)
     Prioritize updates by     Site traffic ...
How do we
  decide what
 technology to
    support?


@epublishmedia   #pseweb
Technical Support
 that you need content strategy.
   Response     Metric(s)
     Optimize site for user    Technical capa...
How do we
 decide where
 to target ads?



@epublishmedia    #pseweb
Targeting ads
 that you need content strategy.
   Response     Metric(s)
     Track volume and quality   Map overlay
     ...
How do we
    know if our
     content is
     engaging?


@epublishmedia    #pseweb
“        The more a user engages with
         a page, the more relevant he
         or she finds it...a user
         enga...
Engaging Content
 that you need content strategy.
   Response     Metric(s)
     Track page views, visits,   Traffic (with...
How do we
     measure
     success?



@epublishmedia   #pseweb
Measuring Success
 that you need content strategy.
   Response     Metric Types
     Track goal conversions,     Business ...
Recommendations
        ‣ Gain support for analytics through
           education (and shame).

        ‣ Track KPIs to me...
Questions?




Rick Allen • @epublishmedia         #pseweb • #analytics
Thanks.




Rick Allen • @epublishmedia             #pseweb • #analytics
Rick Allen
    @epublishmedia
    http://www.epublishmedia.com


Rick Allen • @epublishmedia        #pseweb • #analytics
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Making Better Decisions with Web Analytics

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We all know web analytics is important to track website performance. But how do we move beyond “tracking” to making informed decisions? In order to find answers, gain analytics insights, we need to ask the right questions. Data alone is meaningless. It only counts if it affects decision making. In this session, learn to pair key metrics with meaningful questions including: How do we decide what content to publish on our website? How do we decide if our web content is effective? How do we prioritize web projects? - http://www.epublishmedia.com

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  • - How do we decide what new content to publish?
    - How do we decide what content to update?
  • - How do we decide what new content to publish?
    - How do we decide what content to update?
  • - How do we decide what new content to publish?
    - How do we decide what content to update?
  • - How do we decide what new content to publish?
    - How do we decide what content to update?
  • - How do we prioritize web projects?
    - How do we decide what technology to use?
  • - How do we prioritize web projects?
    - How do we decide what technology to use?
  • - How do we prioritize web projects?
    - How do we decide what technology to use?
  • - How do we prioritize web projects?
    - How do we decide what technology to use?
  • - How do we decide where to target ads?
    - How do we know if our content is effective?
    I want to pause on this last question for a second. I would argue that analytics alone acn’t answer that question. You have to include a qualitative analysis. But analytics is needed to help answer that question.
  • - How do we decide where to target ads?
    - How do we know if our content is effective?
    I want to pause on this last question for a second. I would argue that analytics alone acn’t answer that question. You have to include a qualitative analysis. But analytics is needed to help answer that question.
  • - How do we decide where to target ads?
    - How do we know if our content is effective?
    I want to pause on this last question for a second. I would argue that analytics alone acn’t answer that question. You have to include a qualitative analysis. But analytics is needed to help answer that question.
  • - How do we decide where to target ads?
    - How do we know if our content is effective?
    I want to pause on this last question for a second. I would argue that analytics alone acn’t answer that question. You have to include a qualitative analysis. But analytics is needed to help answer that question.



  • 1. Tracking what people look for on our site gives us insight into what content visitors consider valuable. We can also learn if they find that information or not.

    2. Understanding who are visitors are--where they come from--allows us to provide more relevant content.

    3. Monitoring visitor engagement for copy vs. images vs. video vs. Flash we can create content in a format that is most effective for the message and the audience.
  • Even more important than creating new content, how do we properly maintain our existing content? How do we know what’s important?

  • 1. Understand how visitors value our content by tracking exit rate and bounce rate. When they land on a page, do they stay and dig deeper or leave because the content was confusing or not what they expected?

    2. Understanding if a visitor is new or returning is a gauge on the quality of the content. If it‚Äôs valuable, people will return. If it’s useless, people won’t return. Good to know, right?

    3. When we update a page and include a call-to-action are people more or less responsive?
  • How do we know what’s important? What changes will have the greatest impact and ROI?
  • 1. Understanding where our traffic is on our site, and who those visitors are allow us to properly set priorities. If the admissions events page is attracting 4x as many unique visitors (most of which are prospective students) as our about page, that’s likely a higher priority. More challenging comparison might be prioritizing an admissions events page and a SEM landing pages.

    2. Correcting broken links and misinformation is a high priority.

    3. If our peak web traffic is weekdays from 1pm-3pm, we should consider that time to publish news and events. If we are making a significant upgrade, we should choose a day and time that has the least amount of traffic.
  • How do we know what’s important? What changes will have the greatest impact and ROI?

  • How do we know what’s important? What changes will have the greatest impact and ROI?

  • How do we know what’s important? What changes will have the greatest impact and ROI?








  • Transcript of "Making Better Decisions with Web Analytics"

    1. 1. Making Better Decisions with Web Analytics Rick Allen Babson College F.W. Olin Graduate School of Business Canadian Post-Secondary Web Conference May 27, 2010 Rick Allen • @epublishmedia #pseweb • #analytics
    2. 2. Hi, I’m Rick. Rick Allen • @epublishmedia #pseweb • #analytics
    3. 3. Hi, I’m Rick. Rick Allen • @epublishmedia #pseweb • #ContentStrategy
    4. 4. This is not a talk about data. @epublishmedia #pseweb
    5. 5. This is a talk about web strategy. @epublishmedia #pseweb
    6. 6. What I’m talking about 1. Using analytics data in context is a process 2. Ask the right questions to find the right answers 3. Align web strategy with web metrics @epublishmedia #pseweb
    7. 7. It’s Not a Step Objectives Metrics @epublishmedia #pseweb
    8. 8. It’s a Process Objectives Questions Metrics @epublishmedia #pseweb
    9. 9. It’s a Process ‣ Define objectives ‣ Ask questions ‣ Establish metrics and KPIs @epublishmedia #pseweb
    10. 10. Web analytics Business Effective Key goals decisions metrics @epublishmedia #pseweb
    11. 11. Data doesn’t answer questions. @epublishmedia #pseweb
    12. 12. Data helps people answer questions. @epublishmedia #pseweb
    13. 13. “ Often numbers don't speak as loudly as they should because you are missing one simple ingredient: context. Avinash Kaushik Author, Web Analytics 2.0 @epublishmedia #pseweb
    14. 14. “ Data doesn't automate [design and content] decisions...Data will never replace human judgment. Colleen Jones Content Science @epublishmedia #pseweb
    15. 15. Questions that need answers: @epublishmedia #pseweb
    16. 16. @epublishmedia #pseweb
    17. 17. How do we decide what new content to publish? @epublishmedia #pseweb
    18. 18. How do we decide what new content to publish? How do we decide what content to update? @epublishmedia #pseweb
    19. 19. @epublishmedia #pseweb
    20. 20. How do we prioritize web projects? @epublishmedia #pseweb
    21. 21. How do we prioritize web projects? How do we decide what technology to use? @epublishmedia #pseweb
    22. 22. @epublishmedia #pseweb
    23. 23. How do we decide where to target ads? @epublishmedia #pseweb
    24. 24. How do we decide where to target ads? How do we know if our website is effective? @epublishmedia #pseweb
    25. 25. Aligning web strategy with key metrics and KPIs @epublishmedia #pseweb
    26. 26. How do we decide what new content to publish? @epublishmedia #pseweb
    27. 27. New Content that you need content strategy. Response Metric(s) Determine if people Keyword searches successfully find content Create content that Track referring websites caters to new audiences and search engine traffic Create attractive content Track and compare using appropriate types content types @epublishmedia #pseweb
    28. 28. How do we decide what content to update? @epublishmedia #pseweb
    29. 29. Update Content that you need content strategy. Response Metric(s) Determine if content is Exit and bounce rates engaging or confusing Gauge content quality–is New vs. returning visitors it useful? Determine if recent Track newly updated updates increase or pages decrease traffic @epublishmedia #pseweb
    30. 30. How do we prioritize web projects? @epublishmedia #pseweb
    31. 31. Project Priorities that you need content strategy. Response Metric(s) Prioritize updates by Site traffic and unique impact on web strategy visitors Quickly correct 404 Error page reports errors and broken links Publish during peak Traffic cycles traffic periods to maximize visibility @epublishmedia #pseweb
    32. 32. How do we decide what technology to support? @epublishmedia #pseweb
    33. 33. Technical Support that you need content strategy. Response Metric(s) Optimize site for user Technical capabilities technical capabilities Determine if content is Flash and JavaScript accessible by visitors Determine optimal page Screen size and network dimensions and file size speed limits @epublishmedia #pseweb
    34. 34. How do we decide where to target ads? @epublishmedia #pseweb
    35. 35. Targeting ads that you need content strategy. Response Metric(s) Track volume and quality Map overlay metrics by region Modify campaign target Track email campaigns regions by user interest Cater ad campaigns to Track online and offline relevant, high-quality ads customers @epublishmedia #pseweb
    36. 36. How do we know if our content is engaging? @epublishmedia #pseweb
    37. 37. “ The more a user engages with a page, the more relevant he or she finds it...a user engages with a page if she clicks a link on it. Audience, Relevance, and Search Authors, James Mathewson, Frank Donatone, Cynthia Fishel @epublishmedia #pseweb
    38. 38. Engaging Content that you need content strategy. Response Metric(s) Track page views, visits, Traffic (within date range) repeat visits Track % of users who User comment rate comment on content Track length of time Time on page users remain on pages. @epublishmedia #pseweb
    39. 39. How do we measure success? @epublishmedia #pseweb
    40. 40. Measuring Success that you need content strategy. Response Metric Types Track goal conversions, Business metrics exits, leads, subscribers Track repeat visits, pages Usability metrics per visit, bounce rate Track inbound links, SEO metrics Google index, page ranking @epublishmedia #pseweb
    41. 41. Recommendations ‣ Gain support for analytics through education (and shame). ‣ Track KPIs to measure performance over time based on goals. ‣ Understand what analytics can't tell you. ‣ The best way to understand what your web visitors want is to ask them. ‣ Start now and don't stop. @epublishmedia #pseweb
    42. 42. Questions? Rick Allen • @epublishmedia #pseweb • #analytics
    43. 43. Thanks. Rick Allen • @epublishmedia #pseweb • #analytics
    44. 44. Rick Allen @epublishmedia http://www.epublishmedia.com Rick Allen • @epublishmedia #pseweb • #analytics

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