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Pinpoint, Prepare, andPerform with Web Analytics                     Katie Vojtko  Marketing Specialist, DonorPro by Tower...
A Few Questions to Get Started● What online tools does your nonprofit use  (website, email, social media, etc.)?● What are...
What to Expect:1. Google Analytics (~1 hour)2. Break (~15 minutes)3. Email Analytics, Mail Chimp & Constant   Contact (~30...
Google Analytics, What is It?Google Analytics is a powerful tool thatanalyzes:● Website Traffic   ○ Where visitors come fr...
Basics:VisitsVisits are the number of sessions that occur onyour website. A visit is, as close as possible,one person who ...
Basics:PageviewsPageviews are the number of pages on yoursite that were viewed. Generally, each link youclick takes you to...
Basics:Pages/visitDividing total page views by total visits givesthe average number of pages that are viewedper visit. Blo...
Basics:Bounce rateThe bounce rate is the percentage of peoplewho see one page and leave the site(essentially “bouncing” of...
Basics:% New VisitsThis is the percentage of the total visits thatcame from new visitors.Though potentially inaccurate, th...
Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
My Most Used Filters● Exclude all traffic from a domain
My Most Used Filters● Exclude Traffic from an IP Address
Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
Adding ProfilesFrom Google:      "The profile for an Analytics Account is the gateway      to the website reports: it dete...
Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
Advanced/Custom SegmentationFrom Google:     "Advanced Segments allow you to isolate and     analyze specific kinds of tra...
Custom Segmentation vs Filters● Examine historical (ex: last months) data for an   advanced segment, even if created today...
Advanced/Custom Segmentation
Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
Kinds of Goals:Goals and Funnels are a versatile way tomeasure how well your site or app fulfills yourtarget objectives. E...
Types of Goals:● URL Destination: A specific location, like a web page,   has loaded. For example, a Thank you for registe...
Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
Dashboard
Dashboard● Configurable widgets● Snapshot of your activity
Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
Standard Reporting
Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
Custom ReportingA custom report is a report that you create. Youpick the dimensions (City and Browser, forexample) and met...
Custom Reporting
Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
Use the Admin Tab to:● Add users● Access your tracking code● Add goals, filters, segments● Set up custom alerts● Schedule ...
Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
Help
Help● Google Analytics provides a very  comprehensive and up-to-date help section.  Easy to navigate.● YouTube is also a w...
Email Marketing Analytics
Key Email Marketing Metrics1. Bounce Rate  a. Soft Bounce: Server error or full inbox; message will     eventually be rece...
Social Media AnalyticsInsights -- How you can better plan and tailoryour activity for the audience youre attemptingto reac...
Pinpoint -- #1 Dont Be Blind.1. Understand your audience2. Familiarize yourself with the culture andstandards of the netwo...
Pinpoint -- #2 Identify Your Platforms          You Cant Do It All :-          )
Pinpoint -- #3 Know Your VoiceMy Advice:Identify the main themes and topics that youplan to consistently talk about. Of th...
Tools to Help Pinpoint -- SocialBro
Preparation......isnt a one-time deal.  It takes continued awareness and mindfulness   about the voice, content, and perso...
Preparation -- #1 Plan Ahead
Preparation -- #2 Keep Lists
Preparation -- #3 Keep CurrentDont be left in the dust by not knowingwhats happening the world. Use email,blogs, news site...
Part III -- Perform
Perform -- Tip #1Provide useful information thats related to yourbrand, company, work, expertise, interests, etc.Dont dive...
Perform -- Tip #2               Post Regularly.Decide whats right for you and your audience. DO NOT: Post irregularly or r...
Perform -- Tip #3    Remember, everyone likes a laugh.
Perform -- Tip #4     Get people thinking. Provide insight.Spark a conversation. Make people feel good.
Perform -- Tip #5Be helpful and responsiveThis tip applies to both individuals and companies - reply to         mentions, ...
Putting It All Together -- How toDetermine Your Success   Want to stay relevant? Trusted? Useful? Use the following metric...
Heres the data that I care about...●   Click Count●   Mention & RT Count●   What links and topics are most engaging●   If ...
Buffer (website & plugin/extension)
Hootsuite
Google Analytics Social
Facebook Insights
Bitly
RECAP:Start : Understand your goals and purpose onsocial media. Know what platforms make sense(you cant do them all!).Make...
Pinpoint, Prepare, andPerform with Web Analytics                     Katie Vojtko  Marketing Specialist, DonorPro by Tower...
Pinpoint, Prepare, and Perform with Web Analytics
Pinpoint, Prepare, and Perform with Web Analytics
Pinpoint, Prepare, and Perform with Web Analytics
Pinpoint, Prepare, and Perform with Web Analytics
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Pinpoint, Prepare, and Perform with Web Analytics

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Dec 5 presentation at the Bayer Center for Nonprofit Management. The 3-hour course included website, social, and email metric lessons. Nonprofit professionals from the Pittsburgh region were in attendance.

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Transcript of "Pinpoint, Prepare, and Perform with Web Analytics"

  1. 1. Pinpoint, Prepare, andPerform with Web Analytics Katie Vojtko Marketing Specialist, DonorPro by TowerCare Technologies kvojtko@towercare.com | towercare.com
  2. 2. A Few Questions to Get Started● What online tools does your nonprofit use (website, email, social media, etc.)?● What are some of your challenges and issues with online analytics?● What kind of tools/information are you looking to gain from this morning?
  3. 3. What to Expect:1. Google Analytics (~1 hour)2. Break (~15 minutes)3. Email Analytics, Mail Chimp & Constant Contact (~30 minutes)4. Social Media Analytics & Tools (~45 minutes) Questions, Conversation, and Story/Advice Sharing are Encouraged!
  4. 4. Google Analytics, What is It?Google Analytics is a powerful tool thatanalyzes:● Website Traffic ○ Where visitors come from ○ How they are navigating to your site● Conversions● E-commerce● AdWords Performance
  5. 5. Basics:VisitsVisits are the number of sessions that occur onyour website. A visit is, as close as possible,one person who views one or more pages onthe site. If the same person comes back, that’stwo visits.More visits to a site equates, basically, to more“traffic” and, potentially, more people in generalseeing the site.
  6. 6. Basics:PageviewsPageviews are the number of pages on yoursite that were viewed. Generally, each link youclick takes you to a new page. If, in one month,1,000 people went to the homepage, clicked onan article, clicked on another article, and thenwent elsewhere, that month would have 3,000page views.
  7. 7. Basics:Pages/visitDividing total page views by total visits givesthe average number of pages that are viewedper visit. Blog-type sites typically have apages/visit number between 1.5 and 2.An increasing pages/visit number shows thatvisitors are clicking on more pages on the siteper visit.
  8. 8. Basics:Bounce rateThe bounce rate is the percentage of peoplewho see one page and leave the site(essentially “bouncing” off of a page).Bounce rate is affected by the same things thatthe pages/visit number is: site design, readerengagement, availability of related content, etc.
  9. 9. Basics:% New VisitsThis is the percentage of the total visits thatcame from new visitors.Though potentially inaccurate, this is a numberwhose trends are useful to watch. An increasein % new visits could be an indication ofextended online influence while a decreasecould mean improved reader engagement.
  10. 10. Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
  11. 11. My Most Used Filters● Exclude all traffic from a domain
  12. 12. My Most Used Filters● Exclude Traffic from an IP Address
  13. 13. Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
  14. 14. Adding ProfilesFrom Google: "The profile for an Analytics Account is the gateway to the website reports: it determines which data from your site appears in the reports. When considering profiles and how they work, first remember that an Analytics account can track a single web property, or track many web independent properties, as illustrated in the overview above."Use profiles when filtering your data: Leave a master(nonfiltered profile) and a profile for each filter.
  15. 15. Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
  16. 16. Advanced/Custom SegmentationFrom Google: "Advanced Segments allow you to isolate and analyze specific kinds of traffic. For example, you might create a segment that only includes visits from purchasers. You can then browse through your Analytics reports, viewing data only for this segment or even comparing it side by side with data from other segments or data from all visits."
  17. 17. Custom Segmentation vs Filters● Examine historical (ex: last months) data for an advanced segment, even if created today. A filtered profile will only contain data from the date created.● You can see and compare multiple advanced segments side by side in reports. In contrast, you can only view data for one filtered profile at a time.● A filtered profile is usually the best choice if you want to always exclude a certain kind of traffic from your analysis.● If you want to limit some users access to only a subset of data, you should set up filtered profiles.
  18. 18. Advanced/Custom Segmentation
  19. 19. Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
  20. 20. Kinds of Goals:Goals and Funnels are a versatile way tomeasure how well your site or app fulfills yourtarget objectives. Examples:● Conversion Rate● Reports● "Thank You" Page● Contact / Buy / Download / Register
  21. 21. Types of Goals:● URL Destination: A specific location, like a web page, has loaded. For example, a Thank you for registering! web page may be a destination.● Visit Duration: Visits that lasts a specific amount of time or longer. You could use this Goal to determine how many visitors stay longer than two minutes on a designated screen.● Page/Visit: A visitor views a specific number of pages or screens in a visit.● Event: A visitor triggers an action you’ve defined as an Event, like a social recommendation or an ad click.
  22. 22. Configurations● Filters● Adding Profiles● Custom Segmentation● Goals● E-Commerce Tracking
  23. 23. Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
  24. 24. Dashboard
  25. 25. Dashboard● Configurable widgets● Snapshot of your activity
  26. 26. Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
  27. 27. Standard Reporting
  28. 28. Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
  29. 29. Custom ReportingA custom report is a report that you create. Youpick the dimensions (City and Browser, forexample) and metrics (Visits, Pageviews, andBounce Rate, for example) and decide howthey should be displayed.
  30. 30. Custom Reporting
  31. 31. Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
  32. 32. Use the Admin Tab to:● Add users● Access your tracking code● Add goals, filters, segments● Set up custom alerts● Schedule email updates
  33. 33. Reporting and Settings● Dashboard/Home● Standard Reporting● Custom Reporting● Admin● Help
  34. 34. Help
  35. 35. Help● Google Analytics provides a very comprehensive and up-to-date help section. Easy to navigate.● YouTube is also a wealth of free video tutorials. *Be sure to check the date of the videos: you dont want to be learning from a 2-3 year old tutorial!
  36. 36. Email Marketing Analytics
  37. 37. Key Email Marketing Metrics1. Bounce Rate a. Soft Bounce: Server error or full inbox; message will eventually be received b. Hard Bounce: Undeliverable (bad email address)2. Delivery Rate a. Indicator of a spam filter problem3. Click Rate a. This tells you who your recipients are, and what they want from your emails in the future4. Conversion Rate a. Rate of how many people completed an action b. This is the ultimate gauge as to how well your email performed
  38. 38. Social Media AnalyticsInsights -- How you can better plan and tailoryour activity for the audience youre attemptingto reach.Content Development -- Strategize yourcontent and voice to meet your audienceMeasurement -- Identifying tools andresources to help you measure your reach andimprove
  39. 39. Pinpoint -- #1 Dont Be Blind.1. Understand your audience2. Familiarize yourself with the culture andstandards of the network:○ Information based vs Opinion/Thought based○ Regular "RTs"○ Conversational tone?○ Mentions, credit, and #FF?3. Know the influential people within yournetwork
  40. 40. Pinpoint -- #2 Identify Your Platforms You Cant Do It All :- )
  41. 41. Pinpoint -- #3 Know Your VoiceMy Advice:Identify the main themes and topics that youplan to consistently talk about. Of those topics,80% of your social media activity shouldconvey YOUR BRAND.
  42. 42. Tools to Help Pinpoint -- SocialBro
  43. 43. Preparation......isnt a one-time deal. It takes continued awareness and mindfulness about the voice, content, and personality that youre sharing with the world.
  44. 44. Preparation -- #1 Plan Ahead
  45. 45. Preparation -- #2 Keep Lists
  46. 46. Preparation -- #3 Keep CurrentDont be left in the dust by not knowingwhats happening the world. Use email,blogs, news sites, journalists, and authoritativeaccounts to keep up with news in your industry.
  47. 47. Part III -- Perform
  48. 48. Perform -- Tip #1Provide useful information thats related to yourbrand, company, work, expertise, interests, etc.Dont diverge too much - your followers maybecome confused or frustrated by your clutter.
  49. 49. Perform -- Tip #2 Post Regularly.Decide whats right for you and your audience. DO NOT: Post irregularly or rarely (less than once a week).
  50. 50. Perform -- Tip #3 Remember, everyone likes a laugh.
  51. 51. Perform -- Tip #4 Get people thinking. Provide insight.Spark a conversation. Make people feel good.
  52. 52. Perform -- Tip #5Be helpful and responsiveThis tip applies to both individuals and companies - reply to mentions, answer questions -- BE SOCIAL
  53. 53. Putting It All Together -- How toDetermine Your Success Want to stay relevant? Trusted? Useful? Use the following metrics to ensure that you stay on track:
  54. 54. Heres the data that I care about...● Click Count● Mention & RT Count● What links and topics are most engaging● If day/time affected engagement● Time spent on website● Influencers who follow/mention/RT
  55. 55. Buffer (website & plugin/extension)
  56. 56. Hootsuite
  57. 57. Google Analytics Social
  58. 58. Facebook Insights
  59. 59. Bitly
  60. 60. RECAP:Start : Understand your goals and purpose onsocial media. Know what platforms make sense(you cant do them all!).Make it Happen : Develop a voice, followinfluential accounts, plan for regular posting.Measure : Know whats working and what isnt.Tweak and adjust (youll have to often).
  61. 61. Pinpoint, Prepare, andPerform with Web Analytics Katie Vojtko Marketing Specialist, DonorPro by TowerCare Technologies kvojtko@towercare.com | towercare.com
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