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Keeping it Simple: Complex Data to
Actionable Change
Susan Fariss
Web Analytics Manager
American Chemical Society
Presente...
Approach Data Collection Strategically
2American Chemical Society
American Chemical Society 3
The Collect It All Method
American Chemical Society 4
The Controlled Data Collection Method
What To Collect
5American Chemical Society
What To Collect
American Chemical Society 6
Data Must Be
American Chemical Society 7
What business question will
this data answer?
Sources of Questions
•Company strategy
•Spoken m...
American Chemical Society 8
Can There Be Too Much Data
Aka Collecting Condiment Cups for the Apocalypse
In other words, do...
American Chemical Society 9
Each Piece of Data is Part of a Bigger Picture
• Web analytics data
• Traffic
• Keywords from ...
American Chemical Society 10
• Integrate data where you can and where it makes sense
• Use a unique key to bring it all to...
American Chemical Society 11
Site Searches by Members and Non Members
Telling the Story
12American Chemical Society
13American Chemical Society
First Question
American Chemical Society 14
Unheralded Moments in Data
Visualization History
1 14 4 11 5 17
Educational
programs and
resources
Publication or
journal
Meeting or
event
information
General
chemical
sub...
American Chemical Society 16
Some Like Data and More Data
American Chemical Society 17
Some Like a Good Infographic
American Chemical Society 18
Tell story in a way that audience will connect
American Chemical Society 19
The Point? Better User Experience
Leading to Higher Conversion
Data integrated
• A/B Testing ...
American Chemical Society 20
We Recommend
Search on Web Site: Low Match Searches
• 10% of searches on site
were for Grants & Loan
topics even though this topic
not ...
Easy to Follow Recommendation
Low-Match Searches
Issue Solution
Search
• Grants & Loans
Ten percent of all
searches are on...
American Chemical Society 23
Track Results of Actions
Number of Searches
After
Re-launch
After Interim
Fixes
Grants & Loans 10% 3%
Track Results of Actions
Take Aways
25
• Track to answer a question
• Track like you’re hiking into the wilderness – i.e.
sparingly
• Integrate dat...
Questions?
26
Susan Fariss
Web Analytics Manager
American Chemical Society
S_fariss@acs.org
202-872-4393
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Turn analytics into actionable insights By Susan Fariss

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Transcript of "Turn analytics into actionable insights By Susan Fariss"

  1. 1. Keeping it Simple: Complex Data to Actionable Change Susan Fariss Web Analytics Manager American Chemical Society Presented at: J Boye Philadelphia 2014 May 7, 2014 1American Chemical Society
  2. 2. Approach Data Collection Strategically 2American Chemical Society
  3. 3. American Chemical Society 3 The Collect It All Method
  4. 4. American Chemical Society 4 The Controlled Data Collection Method
  5. 5. What To Collect 5American Chemical Society What To Collect
  6. 6. American Chemical Society 6 Data Must Be
  7. 7. American Chemical Society 7 What business question will this data answer? Sources of Questions •Company strategy •Spoken management priorities •What’s being talked about around the meeting table •Information about where your bread is buttered Collect Only What You Need
  8. 8. American Chemical Society 8 Can There Be Too Much Data Aka Collecting Condiment Cups for the Apocalypse In other words, do not collect data, just in case.
  9. 9. American Chemical Society 9 Each Piece of Data is Part of a Bigger Picture • Web analytics data • Traffic • Keywords from web & onsite • Conversion • Offline Campaigns • Online surveys • Satisfaction • Intent • Heat maps • A/B Testing • Focus Groups • Usability Studies
  10. 10. American Chemical Society 10 • Integrate data where you can and where it makes sense • Use a unique key to bring it all together • For example, once a user logs in, use login id to pull data in from offline database such as membership status, job role, etc. into web analytics Integrate That Data
  11. 11. American Chemical Society 11 Site Searches by Members and Non Members
  12. 12. Telling the Story 12American Chemical Society
  13. 13. 13American Chemical Society First Question
  14. 14. American Chemical Society 14 Unheralded Moments in Data Visualization History
  15. 15. 1 14 4 11 5 17 Educational programs and resources Publication or journal Meeting or event information General chemical subjects Career or Employment Other: All Other Responses Aggregated Overall Responses: 339 246 171 93 76 53 238 1,216 28% 20% 14% 8% 6% 4% 20% Content 82 84 75 85 79 79 81 Look and Feel 81 80 75 80 78 77 79 Navigation 74 75 65 76 73 61 73 Online Transparency 79 74 68 78 78 65 75 Search 76 75 68 76 74 64 74 Site Performance 82 79 76 83 79 75 80 Satisfaction 78 78 65 79 74 63 75 Become a Member 65 71 75 67 76 63 73 Recommend 83 86 74 81 82 66 80 Return 86 89 85 86 88 82 86 Please select which of the following best describes the information you are looking for today: January 15, 2010 - March 15, 2010 28% 20% 14% 8% Educational programs and resources Publication or journal Meeting or event information General chemical subjects 28% 20% 14% 8% 6% 4% 20% 0% 10% 20% 30% Educational programs and resources Publication or journal Meeting or event information General chemical subjects Career or Employment Other: All Other Responses Aggregated Brought You to the Site Aggregate 57% of visitors come to the site to find information, and of the visitors seeking information, educational programs and resources was the biggest draw. Some Like Your Basic Chart
  16. 16. American Chemical Society 16 Some Like Data and More Data
  17. 17. American Chemical Society 17 Some Like a Good Infographic
  18. 18. American Chemical Society 18 Tell story in a way that audience will connect
  19. 19. American Chemical Society 19 The Point? Better User Experience Leading to Higher Conversion Data integrated • A/B Testing Tool • Web analytics • Heat map
  20. 20. American Chemical Society 20 We Recommend
  21. 21. Search on Web Site: Low Match Searches • 10% of searches on site were for Grants & Loan topics even though this topic not covered on site
  22. 22. Easy to Follow Recommendation Low-Match Searches Issue Solution Search • Grants & Loans Ten percent of all searches are on Grants and Loans, and 10% of users expressed desire to find this content via ACSI open-ended questions. However, Business.gov does not currently have this content.  Interim Fix •Content Page: Added a Grants and Loans page to the site. •Search: Created a featured resource in search for “grants”.
  23. 23. American Chemical Society 23 Track Results of Actions
  24. 24. Number of Searches After Re-launch After Interim Fixes Grants & Loans 10% 3% Track Results of Actions
  25. 25. Take Aways 25 • Track to answer a question • Track like you’re hiking into the wilderness – i.e. sparingly • Integrate data where you can • Tell the story in a way that speaks to your audience • Make recommendations for action easy to follow • Track the results
  26. 26. Questions? 26 Susan Fariss Web Analytics Manager American Chemical Society S_fariss@acs.org 202-872-4393
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