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Web Analytics for Non-Profits <ul><li>Presented by: Keidra Chaney </li></ul>
Outline <ul><li>My Web Analytics Journey </li></ul><ul><li>Why Non-Profits should care about analytics </li></ul><ul><li>W...
My Web Analytics Journey <ul><li>Started as web content manager, knowledge of HTML, CSS, a little PHP, blah ,blah. </li></...
My Web Analytics Journey <ul><li>Alzheimer’s Association: </li></ul><ul><li>1 National Site </li></ul><ul><li>70 Chapter S...
Web Analytics: Why Should You Care <ul><li>Web analytics is a  tool  to help you to understand how visitors interact with ...
What Web Analytics won’t do: <ul><li>Track individual donor activity (you’ll need a CRM solution for that.) </li></ul><ul>...
Cool Things You Can Find Out Using Web Analytics <ul><li>Find out what media campaigns (e-mail, social media, paid search ...
Google Analytics Key Terms <ul><li>Visitor : An individual user of your site </li></ul><ul><li>Visit/Session :  Time from ...
Planning a Web Analytics Strategy <ul><li>What are your organization's overall goals?  </li></ul><ul><li>What visitor acti...
Metrics and your site <ul><li>Identify the key metrics that tell your how your site is performing against your set  goals ...
Metrics and your site: Example
Metrics and your site: Conversions
Metrics and your site: Reports Track trends : Set up an Excel spreadsheet, start tracking your key metrics month over mont...
Google Analytics Fun Tool! <ul><li>Google “ Google Analytics URL Builder  “ learn how to place tags on your e-mails, socia...
Going Further: Testing and Tagging <ul><li>A/B Testing/Multivariate Testing (testing multiple page elements) </li></ul><ul...
Your Web Analytics Journey!! <ul><li>Join Web Analytics Association </li></ul><ul><ul><li>http://www.webanalyticsassociati...
Your Web Analytics Journey! <ul><li>Books </li></ul><ul><ul><li>Web Analytics 2.0  — Avinash Kaushik </li></ul></ul><ul><u...
Thanks! [email_address] @kdc
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Twf analytics101net2chi

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Transcript of "Twf analytics101net2chi"

  1. 1. Web Analytics for Non-Profits <ul><li>Presented by: Keidra Chaney </li></ul>
  2. 2. Outline <ul><li>My Web Analytics Journey </li></ul><ul><li>Why Non-Profits should care about analytics </li></ul><ul><li>Web Analytics 101 </li></ul><ul><li>Your Web Analytics Journey! </li></ul>
  3. 3. My Web Analytics Journey <ul><li>Started as web content manager, knowledge of HTML, CSS, a little PHP, blah ,blah. </li></ul><ul><li>Google Analytics was my defense tool against random content changes! </li></ul><ul><li>Self trained through books, courses and experience. </li></ul><ul><li>Learned Javascript and Regular Expressions. </li></ul><ul><li>Became a web analytics evangelist/nag at my workplace. </li></ul>
  4. 4. My Web Analytics Journey <ul><li>Alzheimer’s Association: </li></ul><ul><li>1 National Site </li></ul><ul><li>70 Chapter Sites </li></ul><ul><li>30 microsites </li></ul><ul><li>Social Media </li></ul><ul><li>E-mail </li></ul>
  5. 5. Web Analytics: Why Should You Care <ul><li>Web analytics is a tool to help you to understand how visitors interact with your website/content </li></ul><ul><li>Analytics tracks metrics – or, measurements – of web traffic </li></ul><ul><li>Analytics can help you get into the heads of your visitors </li></ul><ul><li>Analytics can help you improve your website’s design and content for your audience </li></ul>
  6. 6. What Web Analytics won’t do: <ul><li>Track individual donor activity (you’ll need a CRM solution for that.) </li></ul><ul><li>Drive traffic to your website (look into SEO/SEM strategy!) </li></ul><ul><li>Perform magic (I can’t help you there.) </li></ul>
  7. 7. Cool Things You Can Find Out Using Web Analytics <ul><li>Find out what media campaigns (e-mail, social media, paid search - even print!) bring in traffic/conversions </li></ul><ul><li>Identify what online visitors are your core supporters </li></ul><ul><li>Monitor what website content is popular & most effective </li></ul><ul><li>Find site errors (broken links, etc.) </li></ul>
  8. 8. Google Analytics Key Terms <ul><li>Visitor : An individual user of your site </li></ul><ul><li>Visit/Session : Time from when a visitor enters and leaves your website </li></ul><ul><li>Pageviews: Every time a visitor views a web page on a site </li></ul><ul><li>Site Referrer: External web page that brought visitor to you </li></ul><ul><li>Conversion: When a visitor completes an action (buys a product, subscribes to newsletter) </li></ul><ul><li>Bounce Rate: Percentage of visitors that exit after only viewing one page of a website </li></ul>
  9. 9. Planning a Web Analytics Strategy <ul><li>What are your organization's overall goals? </li></ul><ul><li>What visitor actions on the site will help achieve your goals? (ex. signing up, buying something?) </li></ul><ul><li>What do visitors want to do when they come to your site? </li></ul><ul><li>What is the purpose of your organization’s site/microsites? (ex. sell products, collect donations or content?) </li></ul><ul><li>What information will decision-makers want to know? </li></ul>
  10. 10. Metrics and your site <ul><li>Identify the key metrics that tell your how your site is performing against your set goals . </li></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>Average Time on Site </li></ul></ul><ul><ul><li>E-newsletter sign up </li></ul></ul><ul><ul><li>Donor signups </li></ul></ul><ul><ul><li>What metrics you follow depend on the goals of your site. </li></ul></ul>
  11. 11. Metrics and your site: Example
  12. 12. Metrics and your site: Conversions
  13. 13. Metrics and your site: Reports Track trends : Set up an Excel spreadsheet, start tracking your key metrics month over month or week over week/month over month for shorter campaigns. Google Analytics/Excel plugins to use: Tatvic, Excellent Analytics, Greasemonkey (for social media metrics)
  14. 14. Google Analytics Fun Tool! <ul><li>Google “ Google Analytics URL Builder “ learn how to place tags on your e-mails, social media links to track incoming traffic. </li></ul>
  15. 15. Going Further: Testing and Tagging <ul><li>A/B Testing/Multivariate Testing (testing multiple page elements) </li></ul><ul><li>Heat Maps </li></ul><ul><li>Campaign tagging and measurement (PPC, email, social media) </li></ul><ul><li>Surveys and focus groups </li></ul>
  16. 16. Your Web Analytics Journey!! <ul><li>Join Web Analytics Association </li></ul><ul><ul><li>http://www.webanalyticsassociation.org </li></ul></ul><ul><ul><li>(lots of white papers and info) </li></ul></ul><ul><ul><li>Read and Watch Google Analytics Conversion University </li></ul></ul><ul><ul><li>www.google.com/support/conversionuniversity/ </li></ul></ul><ul><ul><li>Participate in Analysis Exchange </li></ul></ul><ul><ul><li>www. analysis - exchange .com/ </li></ul></ul>
  17. 17. Your Web Analytics Journey! <ul><li>Books </li></ul><ul><ul><li>Web Analytics 2.0 — Avinash Kaushik </li></ul></ul><ul><ul><li>Always Be Testing — Brian Eisenberg </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><ul><li>Web Analytics World: http:// www.webanalyticsworld.com </li></ul></ul></ul><ul><ul><ul><li>Web Analytics Demystified: http://blog.webanalyticsdemystified.com/weblog/ </li></ul></ul></ul><ul><ul><ul><li>Occam’s Razor: http://www.kaushik.net/avinash/ </li></ul></ul></ul>
  18. 18. Thanks! [email_address] @kdc
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