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Turn analytics into actionable insights By Susan Fariss
 

Turn analytics into actionable insights By Susan Fariss

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    Turn analytics into actionable insights By Susan Fariss Turn analytics into actionable insights By Susan Fariss Presentation Transcript

    • 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
    • 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 management priorities •What’s being talked about around the meeting table •Information about where your bread is buttered Collect Only What You Need
    • 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.
    • 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
    • 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
    • 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 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
    • 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 Tool • Web analytics • Heat map
    • 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 covered on site
    • 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”.
    • 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 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
    • Questions? 26 Susan Fariss Web Analytics Manager American Chemical Society S_fariss@acs.org 202-872-4393