Measuring Online Success -- Bruce L. Geisert / Forum One Web Executive Seminar

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    Measuring Online Success -- Bruce L. Geisert / Forum One Web Executive Seminar - Presentation Transcript

    1. BRUCE L. GEISERT IT CONSULTANT SEPTEMBER 26, 2007 [email_address] Measuring Success
    2. 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!
    3. What is Information
      • “ Information is the reduction of uncertainty.”
    4. 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!
    5. Simple is better
    6. 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:
    7. Define Activities and Measurements
    8. 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;
    9. Planning the information
    10. Summary information
    11. Snapshots
    12. 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:
    13. 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:
    14. Site Performance
    15. Important data: measure daily
    16. User Experience
    17. 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;
    18. 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;
      • +
      --  The End --

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