Web Analytics: Creating reports that people will read

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  • 1. Web Analytics:Writing a report that people will read Max Daniels - abcd/WWW - 07.13.2011
  • 2. the problem
  • 3. the (current) solution
  • 4. recency + click = engagement•  red columns are GA advanced segments•  black columns are standard GA KPIs•  purple columns are computed values
  • 5. harvard.edu most engagedtraffic, May-June 2011: 7.8%
  • 6. Titlephoto by erix used under Creative Commons license
  • 7. gazette “most engaged” advanced segment
  • 8. Gazette most engaged traffic, May-June 2011: 6.5%
  • 9. social influencereach = + + + + + +engagement = ____________________ +
  • 10. summary•  big board numbers for a quick read•  measure both quality and quantity•  engagement requirements can be stringent (and) or relaxed (or)•  bar for each metric can be low or high•  formulas can be simple or weighted•  formulas can – and will – be modified
  • 11. thank youquestions?max_daniels@harvard.edu