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Web Analytics:
Writing a report that people will read

         Max Daniels - abcd/WWW - 07.13.2011
the problem
the (current) solution
recency + click = engagement



•  red columns are GA advanced
   segments
•  black columns are standard GA
   KPIs
•  purple columns are computed
   values
harvard.edu most engaged
traffic, May-June 2011: 7.8%
Title




photo by erix used under Creative Commons license
gazette “most engaged”
  advanced segment
Gazette most engaged traffic,
   May-June 2011: 6.5%
social influence


reach =       +      +        +


                +     +    +
engagement = ____________________

                      +
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
thank you




questions?
max_daniels@harvard.edu

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Web Analytics: Creating reports that people will read