BRUCE L. GEISERT IT CONSULTANT SEPTEMBER 26, 2007 [email_address] Measuring Success

Why do we measure stuff? Because it’s expected! Executive reports; Hits on site; Current Status of users; Identify trends over time; Validate User Activities; Success measurement; To get nice charts!

Because it’s expected!

Executive reports;

Hits on site;

Current Status of users;

Identify trends over time;

Validate User Activities;

Success measurement;

To get nice charts!

What is Information “ Information is the reduction of uncertainty.”

“ Information is the reduction of uncertainty.”

Key Points Information for action, not for reports; Tie information into strategy; Keep it Simple; Review information on regular basis; Simple tools for data collection. Be realistic!

Information for action, not for reports;

Tie information into strategy;

Keep it Simple;

Review information on regular basis;

Simple tools for data collection.

Be realistic!

Simple is better

Planning your information Questions to Answer: Are we meeting our goals? Where are users going? How can we improve user experience? Start with what you want to know, not what to measure: Tie metrics into planning activities; Set expectations & Targets (i.e. market expectations); Write a reporting plan for the project. Anticipate information rather than react; Viet Nam Example:

Questions to Answer:

Are we meeting our goals?

Where are users going?

How can we improve user experience?

Start with what you want to know, not what to measure:

Tie metrics into planning activities;

Set expectations & Targets (i.e. market expectations);

Write a reporting plan for the project.

Anticipate information rather than react;

Viet Nam Example:

Define Activities and Measurements

What to measure Metrics and measurement for success; Define what goals to measure; Setup tools to measure and report information from the start; Review performance and metrics at least monthly;

Metrics and measurement for success;

Define what goals to measure;

Setup tools to measure and report information from the start;

Review performance and metrics at least monthly;

Planning the information

Summary information

Snapshots

Team Review of data Team review of metrics Setup a group to review information on a regular basis. Meet once a month, and actively discuss information; Embrace reviewing reports, rather than as a task; AOL Example of Team Review:

Team review of metrics

Setup a group to review information on a regular basis.

Meet once a month, and actively discuss information;

Embrace reviewing reports, rather than as a task;

AOL Example of Team Review:

Tools for measuring success Google Analytics/Web Trends Conversion goals; Ad sense; Server side data: WebLog Expert; Site Performance: OP Manager; Webwatch; VisualRoute; GLP Example of Review for decisions:

Google Analytics/Web Trends

Conversion goals;

Ad sense;

Server side data:

WebLog Expert;

Site Performance:

OP Manager;

Webwatch;

VisualRoute;

GLP Example of Review for decisions:

Site Performance

Important data: measure daily

User Experience

ROI, what ROI? ROI in the context of web-sites: For non-profit, foundation, Government groups, what is ROI? Inputs: Time, staff, development, recurring costs; Outputs: Goals, targets, Marketing is NOT a nasty word; Promotion of site; Links to your friends; Make it easy to link to your site (i.e. Badges); NGO advertizing;

ROI in the context of web-sites:

For non-profit, foundation, Government groups, what is ROI?

Inputs: Time, staff, development, recurring costs;

Outputs: Goals, targets,

Marketing is NOT a nasty word;

Promotion of site;

Links to your friends;

Make it easy to link to your site (i.e. Badges);

NGO advertizing;

Take away messages Tie information into strategy; Plan what to measure, not how to measure; Review your information monthly; Use tool to measure performance; Create new opportunities through marketing;

Tie information into strategy;

Plan what to measure, not how to measure;

Review your information monthly;

Use tool to measure performance;

Create new opportunities through marketing;

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