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Analytics 101

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Presented by: Greg Zguta, technical lead at mStoner, and Roy Cordell, senior director of creative services at the University of Arkansas. Build it and they will come. Or will they? This overview of …

Presented by: Greg Zguta, technical lead at mStoner, and Roy Cordell, senior director of creative services at the University of Arkansas. Build it and they will come. Or will they? This overview of the place analytics serves in your communication plans will help you look for trends in website visits, Facebook likes and Twitter feeds. Topics will include how to get the best data from a Google Analytics account, what you should look for in your data, some trends in higher education web analytics generally, basic terminology, and how to make adjustments to get the most from your communication plans.

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  • 1. Analytics101Getting started using analytics toimprove education websites.Tuesday, May 21, 13
  • 2. Greg Zgutatechnical lead and data dorkmStoner314.884.1803greg.zguta@mstoner.com@gzgutaRoy CordellSenior Director of Creative ServicesUniversity RelationsUniversity of Arkansas479.575.7217rcordell@uark.eduTuesday, May 21, 13
  • 3. Tuesday, May 21, 13
  • 4. I. The basicsTuesday, May 21, 13
  • 5. I. The basicsII. TerminologyTuesday, May 21, 13
  • 6. I. The basicsII. TerminologyIII. ScenariosTuesday, May 21, 13
  • 7. I. The basicsII. TerminologyIII. ScenariosIV. Good analytics hygieneTuesday, May 21, 13
  • 8. I. The basicsII. TerminologyIII. ScenariosIV. Good analytics hygieneV. Dos and Don’tsTuesday, May 21, 13
  • 9. I. The basicsII. TerminologyIII. ScenariosIV. Good analytics hygieneV. Dos and Don’tsVI. Next StepsTuesday, May 21, 13
  • 10. I. The basicsII. TerminologyIII. ScenariosIV. Good analytics hygieneV. Dos and Don’tsVI. Next StepsVII. QuestionsTuesday, May 21, 13
  • 11. The BasicsTuesday, May 21, 13
  • 12. analytics history:the cliffs notes‣ Log file analysis‣ eCommerce‣ Google AnalyticsTuesday, May 21, 13
  • 13. page 6Tuesday, May 21, 13
  • 14. The second most usedanalytics tools behind GoogleAnalytics?Facebook insightsYouTube analyticsandAccording to Higher Ed Analytics - http://higheredanalytics.com/analytics/index.php/the-state-of-online-analytics-in-higher-ed-2011-report/Tuesday, May 21, 13
  • 15. Tuesday, May 21, 13
  • 16. UploadUpload UniversityArkansasInbox SettingsVideo Manager Video Editor Subscriptions AnalyticsOverview › Audience retention Download reportDownload reportOverviewEARNINGS REPORTSEstimated earningsAd performanceVIEWS REPORTSViewsDemographicsPlayback locationsTraffic sourcesAudience retentionENGAGEMENT REPORTSSubscribersLikes and dislikesFavoritesCommentsSharingAnnotations (Beta)Send feedbackContent Geography Date rangeU of A 2012 Seasons Greetings Search for locations Last 365 daysLast 365 daysLast 365 days (Jan 9, 2012 – Jan 7, 2013)U of A 2012 Seasons GreetingsUploaded: Dec 15, 2012 - Duration: 1:20 - Published: Dec 17, 2012 - Lifetime views: 2,844VIDEOAverage view durationAverage view duration1:01 (77.6%)1:01 (77.6%)Absolute audience retentionAbsolute audience retention Relative audience retentionRelative audience retention0:00 0:05 0:10 0:15 0:20 0:25 0:30 0:35 0:40 0:45 0:50 0:55 1:00 1:05 1:10 1:150%30%60%90%120%Tuesday, May 21, 13
  • 17. TwitterThird party tools:•HootSuite•TwitterCounter•TweetStatsTuesday, May 21, 13
  • 18. Alumni/Development‣ Number of first time gifts‣ Dollars given online/offline‣ Percentage of gifts online vs. other sources‣ Phone and print campaignsAdmissions‣ Inquiries‣ Total applications‣ Quality of applicants‣ Percentage of international applicationsmore than justweb statisticsTuesday, May 21, 13
  • 19. According to Higher Ed Analytics - http://higheredanalytics.com/analytics/index.php/the-state-of-online-analytics-in-higher-ed-2011-report/Percentage of highereducation sites usingGoogle AnalyticsSites that don’t have anyonespending even 20% of theirtime on analyticsSites that don’t know ifANYONE looks at analytics atallTuesday, May 21, 13
  • 20. According to Higher Ed Analytics - http://higheredanalytics.com/analytics/index.php/the-state-of-online-analytics-in-higher-ed-2011-report/97%Percentage of highereducation sites usingGoogle AnalyticsSites that don’t have anyonespending even 20% of theirtime on analyticsSites that don’t know ifANYONE looks at analytics atallTuesday, May 21, 13
  • 21. According to Higher Ed Analytics - http://higheredanalytics.com/analytics/index.php/the-state-of-online-analytics-in-higher-ed-2011-report/97%Percentage of highereducation sites usingGoogle AnalyticsSites that don’t have anyonespending even 20% of theirtime on analyticsSites that don’t know ifANYONE looks at analytics atall39%Tuesday, May 21, 13
  • 22. According to Higher Ed Analytics - http://higheredanalytics.com/analytics/index.php/the-state-of-online-analytics-in-higher-ed-2011-report/97%Percentage of highereducation sites usingGoogle AnalyticsSites that don’t have anyonespending even 20% of theirtime on analyticsSites that don’t know ifANYONE looks at analytics atall39%16%Tuesday, May 21, 13
  • 23. TerminologyAdapted from LunaMetricshttps://www.dropbox.com/s/7m68pn2y8g6z9zg/GA-Dimensions-Metrics.xlsxTuesday, May 21, 13
  • 24. pageviewTuesday, May 21, 13
  • 25. pageviewPageviews is the total number of pagesviewed. Repeated views of a single pageare counted.Tuesday, May 21, 13
  • 26. visitTuesday, May 21, 13
  • 27. visitThe number of visits to your site.To simplify, every different web browser thatvisits the site.Tuesday, May 21, 13
  • 28. unique visitorsTuesday, May 21, 13
  • 29. unique visitorsUnique Visitors is the number ofunduplicated (counted only once) visitors toyour website over the course of a specifiedtime period.Tuesday, May 21, 13
  • 30. Facebook - likesTuesday, May 21, 13
  • 31. Facebook - likesThe number of unique users who have “liked”your page on Facebook.Tuesday, May 21, 13
  • 32. length of visit(engagement)Tuesday, May 21, 13
  • 33. length of visit(engagement)A distribution of the number of visits ofdifferent durations:•0-10 seconds 156,866 visits•11-30 seconds 27,601 visits•31-60 seconds 16,130 visitsTuesday, May 21, 13
  • 34. referring websitesTuesday, May 21, 13
  • 35. referring websitesThe other websites/URLs that have referredtraffic (via links) to your site.Tuesday, May 21, 13
  • 36. search engine trafficTuesday, May 21, 13
  • 37. search engine traffic‣ organic search vs. paid search‣ source search engine (Google, Bing, etc.)‣ keywords used to find your siteTuesday, May 21, 13
  • 38. average time on siteTuesday, May 21, 13
  • 39. average time on siteThe average time duration of all visitsto the website.Tuesday, May 21, 13
  • 40. geographic location(of visitors)Tuesday, May 21, 13
  • 41. geographic location(of visitors)The continent, country, region or city wherevisitors are located. These dimensions canbe viewed and grouped in different ways.Tuesday, May 21, 13
  • 42. pages/visitTuesday, May 21, 13
  • 43. pages/visitPages/Visit (Average Page Depth) is theaverage number of pages viewed during avisit to your site. Repeated views of a singlepage are counted.Tuesday, May 21, 13
  • 44. avg time on pageTuesday, May 21, 13
  • 45. avg time on pageAverage Time on Page is the average amountof time visitors spent viewing a specifiedpage or set of pages.Tuesday, May 21, 13
  • 46. bounce rateTuesday, May 21, 13
  • 47. bounce rateBounce Rate is the percentage of single-pagevisits (i.e. visits in which the person left yoursite from the entrance page).Tuesday, May 21, 13
  • 48. YouTube - viewsTuesday, May 21, 13
  • 49. YouTube - viewsThe number of times a YouTube video wasplayed (started) by a user.Tuesday, May 21, 13
  • 50. Where to Start?Tuesday, May 21, 13
  • 51. measurable goalsTuesday, May 21, 13
  • 52. measurable goals•Reach ___ people on Facebook.Tuesday, May 21, 13
  • 53. measurable goals•Reach ___ people on Facebook.•Increase engagement ___ percent.Tuesday, May 21, 13
  • 54. measurable goals•Reach ___ people on Facebook.•Increase engagement ___ percent.•Drive ___ people to the website.Tuesday, May 21, 13
  • 55. measurable goals•Reach ___ people on Facebook.•Increase engagement ___ percent.•Drive ___ people to the website.•Prompt ___ people to inquire.Tuesday, May 21, 13
  • 56. measurable goals•Reach ___ people on Facebook.•Increase engagement ___ percent.•Drive ___ people to the website.•Prompt ___ people to inquire.•Get ___ people to apply.Tuesday, May 21, 13
  • 57. measurable goals•Reach ___ people on Facebook.•Increase engagement ___ percent.•Drive ___ people to the website.•Prompt ___ people to inquire.•Get ___ people to apply.•Attract ___ views of a YouTube video.Tuesday, May 21, 13
  • 58. Analyze RespondII IIIMeasure1Tuesday, May 21, 13
  • 59. Analyze RespondII IIIMeasure1(Repeat.)Tuesday, May 21, 13
  • 60. Reach • Impressions • Views • Friends •Subscribers • Followers • In Circles • Likes • +1s• Comments • Shares • Retweets • Mentions •People Talking About This • Engaged Users •Virality • Check-Ins • Visits • Pageviews • Timeon Page • Bounce Rate • Conversions • RSVPs •Inquiries • Applications • GiftsperformanceindicatorsTuesday, May 21, 13
  • 61. ScenariosTuesday, May 21, 13
  • 62. Tuesday, May 21, 13
  • 63. Subject: Seasons(Greetings(from(the(University(of(ArkansasDate: Wednesday,(January(23,(2013(1:58:53(PM(CTFrom: Dawn(MabryTo: Roy(G.(CordellDear(friend:(More(than(any(other(time(of(year,(December(provides(acommon(period(of(reflection,(anticipation,(andthankfulness.(This(eNcard(shares(a(few(examples(of(the(friends(andevents(that(made(2012(a(special(year(for(the(University(ofArkansas.(I(hope(you(enjoy(it.(Jane(and(I(wish(you(a(peaceful(and(joyous(2013.(Best(wishes,G.(David(Gearhart(Chancellor(This email was sent on behalf of Chancellor G. David Gearhart. To ensure delivery, please add chancellor@uark.edu to youraddress book.If you wish to be removed from this groups mailing list, click hereUpdate Your Profile | Send this to a FriendPostal address: P.O. Box 1070, Fayetteville, AR 72702Tuesday, May 21, 13
  • 64. Did anybodywatch it?Tuesday, May 21, 13
  • 65. project results• Emailed 79,139 people• 21,903 people opened the email• 6,622 clicked the link in the emailTuesday, May 21, 13
  • 66. UploadUpload UniversityArkansasInbox SettingsVideo Manager Video Editor Subscriptions AnalyticsOverview Download reportOverviewEARNINGS REPORTSEstimated earningsAd performanceVIEWS REPORTSViewsDemographicsPlayback locationsTraffic sourcesAudience retentionENGAGEMENT REPORTSSubscribersLikes and dislikesFavoritesCommentsSharingAnnotations (Beta)Send feedbackContent Geography Date rangeU of A 2012 Seasons Greetings Search for locations Last 365 daysLast 365 daysLast 365 days (Jan 9, 2012 – Jan 7, 2013)PerformanceEngagementDemographicsDiscoveryU of A 2012 Seasons GreetingsUploaded: Dec 15, 2012 - Duration: 1:20 - Published: Dec 17, 2012 - Lifetime views: 2,844VIDEO01,0002,0002,844Views01,0002,0002,927Estimated minutes watched012$0.00Total estimated earnings25Likes1Dislikes0Comments8Shares0Favorites added2Subscribers netchangeUnited StatesPanamaIndiaUnited KingdomCanadaMale 47.7%Female 52.3%YouTube watch page 57.9%Mobile devices 37.0%Embedded player on other websites 3.6%YouTube channel page 1.5%Mobile apps and direct traffic 85.4%View referrals from outside YouTube 12.4%View referrals from YouTube 2.1%Top geographies GenderTop playback locations Top traffic sourcesTuesday, May 21, 13
  • 67. UploadUpload UniversityArkansasInbox SettingsVideo Manager Video Editor Subscriptions AnalyticsOverview Download reportOverviewEARNINGS REPORTSEstimated earningsAd performanceVIEWS REPORTSViewsDemographicsPlayback locationsTraffic sourcesAudience retentionENGAGEMENT REPORTSSubscribersLikes and dislikesFavoritesCommentsSharingAnnotations (Beta)Send feedbackContent Geography Date rangeU of A 2012 Seasons Greetings Search for locations Last 365 daysLast 365 daysLast 365 days (Jan 9, 2012 – Jan 7, 2013)PerformanceEngagementDemographicsDiscoveryU of A 2012 Seasons GreetingsUploaded: Dec 15, 2012 - Duration: 1:20 - Published: Dec 17, 2012 - Lifetime views: 2,844VIDEO01,0002,0002,844Views01,0002,0002,927Estimated minutes watched012$0.00Total estimated earnings25Likes1Dislikes0Comments8Shares0Favorites added2Subscribers netchangeUnited StatesPanamaIndiaUnited KingdomCanadaMale 47.7%Female 52.3%YouTube watch page 57.9%Mobile devices 37.0%Embedded player on other websites 3.6%YouTube channel page 1.5%Mobile apps and direct traffic 85.4%View referrals from outside YouTube 12.4%View referrals from YouTube 2.1%Top geographies GenderTop playback locations Top traffic sourcesLast 365 days (Jan 9, 2012 – Jan 7, 2013)PerformanceEngagementU of A 2012 Seasons GreetingsUploaded: Dec 15, 2012 - Duration: 1:20 - Published: Dec 17, 2012 - LifVIDEO01,0002,0002,844Views01,0002,0002,927Estimated minutes watched25Likes1Dislikes0Comments8SharesTuesday, May 21, 13
  • 68. UploadUpload UniversityArkansasInbox SettingsVideo Manager Video Editor Subscriptions AnalyticsOverview › Audience retention Download reportDownload reportOverviewEARNINGS REPORTSEstimated earningsAd performanceVIEWS REPORTSViewsDemographicsPlayback locationsTraffic sourcesAudience retentionENGAGEMENT REPORTSSubscribersLikes and dislikesFavoritesCommentsSharingAnnotations (Beta)Send feedbackContent Geography Date rangeU of A 2012 Seasons Greetings Search for locations Last 365 daysLast 365 daysLast 365 days (Jan 9, 2012 – Jan 7, 2013)U of A 2012 Seasons GreetingsUploaded: Dec 15, 2012 - Duration: 1:20 - Published: Dec 17, 2012 - Lifetime views: 2,844VIDEOAverage view durationAverage view duration1:01 (77.6%)1:01 (77.6%)Absolute audience retentionAbsolute audience retention Relative audience retentionRelative audience retention0:00 0:05 0:10 0:15 0:20 0:25 0:30 0:35 0:40 0:45 0:50 0:55 1:00 1:05 1:10 1:150%30%60%90%120%Tuesday, May 21, 13
  • 69. UploadUpload UniversityArkansasInbox SettingsVideo Manager Video Editor Subscriptions AnalyticsOverview › Audience retention Download reportDownload reportOverviewEARNINGS REPORTSEstimated earningsAd performanceVIEWS REPORTSViewsDemographicsPlayback locationsTraffic sourcesAudience retentionENGAGEMENT REPORTSSubscribersLikes and dislikesFavoritesCommentsSharingAnnotations (Beta)Send feedbackContent Geography Date rangeU of A 2012 Seasons Greetings Search for locations Last 365 daysLast 365 daysLast 365 days (Jan 9, 2012 – Jan 7, 2013)U of A 2012 Seasons GreetingsUploaded: Dec 15, 2012 - Duration: 1:20 - Published: Dec 17, 2012 - Lifetime views: 2,844VIDEOAverage view durationAverage view duration1:01 (77.6%)1:01 (77.6%)Absolute audience retentionAbsolute audience retention Relative audience retentionRelative audience retention0:00 0:05 0:10 0:15 0:20 0:25 0:30 0:35 0:40 0:45 0:50 0:55 1:00 1:05 1:10 1:150%30%60%90%120%Last 365 days (Jan 9, 2012 – Jan 7, 2013)U of A 2012 Seasons GreetingsUploaded: Dec 15, 2012 - Duration: 1:20 - Published: Dec 17, 2012 - Lifetime views: 2,844VIDEOAverage view durationAverage view duration1:01 (77.6%)1:01 (77.6%)Absolute audience retentionAbsolute audience retention Relative audience retentionRelative audience retention0:00 0:05 0:10 0:15 0:20 0:25 0:30 0:35 0:40 0:45 0:50 0:55 1:00 1:05 1:10 1:150%30%60%90%120%Tuesday, May 21, 13
  • 70. project results• Emailed 79,139 people• 21,903 people opened the email• 6,622 clicked the link in the email• 2,844 viewed the video• On average viewers watched 77% of the video• 5 staff time spent on the projectNext Time:• Distribute video via more channels• Revisit content of email to drive more viewsTuesday, May 21, 13
  • 71. Tuesday, May 21, 13
  • 72. Project Details hereTuesday, May 21, 13
  • 73. Do we reachanybody?Tuesday, May 21, 13
  • 74. Tuesday, May 21, 13
  • 75. Tuesday, May 21, 13
  • 76. Tuesday, May 21, 13
  • 77. Tuesday, May 21, 13
  • 78. Tuesday, May 21, 13
  • 79. project results• 21% of visitors to the site from mobile• Facebook referred nearly 10% of traffic to thesite• Only slightly trails admissions in monthly visits• Metrics on how many stories submitted?Future improvements:• Tag links in email with campaign tracking• Continue to promote via Facebook• Increase other social channels• Ensure site is mobile friendlyTuesday, May 21, 13
  • 80. AnalyticsHygieneTuesday, May 21, 13
  • 81. <script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-5023157-1]);_gaq.push([_trackPageview]);(function() {var ga = document.createElement(script); ga.type = text/javascript;ga.async = true;ga.src = (https: == document.location.protocol ? https://ssl : http://www) +.google-analytics.com/ga.js;var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s);})();</script>1. Install the tracking codeon every page.Tuesday, May 21, 13
  • 82. 2. Be sure you’re collectingthe data.Tuesday, May 21, 13
  • 83. 2. Be sure you’re collectingthe data.Tuesday, May 21, 13
  • 84. 3. Own your accounts anddata.Tuesday, May 21, 13
  • 85. 4.Track site search.Tuesday, May 21, 13
  • 86. takeaways:‣ Be sure you’re collecting the essential data.‣ Remember you can’t go back in time.Tuesday, May 21, 13
  • 87. Do’s(and Don’ts)Tuesday, May 21, 13
  • 88. do: plan first.‣ What makes a difference?‣ How do we promote actions?‣ What is the value?‣ How can we verify?Tuesday, May 21, 13
  • 89. ‣ Don’t get caught up in pageviews! hits!visitors!‣ Only consider aggregate data-- considersegmenting your audiences‣ Worry about benchmarking or comparing withother sites-- worry about your own site!don’t: report morethan planTuesday, May 21, 13
  • 90. ‣ Schedule reports to come via email‣ Report on key measures important to YOU‣ Consider a single, consolidated report‣ Keep regular reporting lightweightdo: keep reportingsimpleTuesday, May 21, 13
  • 91. Don’t be intimidated by the tools, thesimplest measures can have tremendousvaluedon’t: come downwith analysisparalysisTuesday, May 21, 13
  • 92. Next StepsTuesday, May 21, 13
  • 93. ‣ Not an all or nothing proposition‣ Always keep it simple‣ Remember, you don’t need-- or need tobe-- a business analyst to get value out ofanalytics.start smallTuesday, May 21, 13
  • 94. 1) Track the data2) Find one thing to measure3) Identify a report4) Review results5) Go back to step 2, and repeat.take baby stepsTuesday, May 21, 13
  • 95. Avinash Kaushik Occam’s Razor Bloghttp://kaushik.net/avinashGoogle Analytics Bloghttp://analytics.blogspot.com/index.html.eduGuru Analyticshttp://doteduguru.com/web-analyticsHigher Ed Analyticshttp://www.higheredanalytics.comLinkedIn Groups(a few higher ed analytics options)Google Analytics Tutorialhttp://www.google.com/support/conversionuniversity/bin/request.py?hl=en&contact_type=indexSplash&rd=1great webanalytics resourcesTuesday, May 21, 13
  • 96. 60% of higher ed websites spend less than2 hours a week on analytics.According to Higher Ed Analytics -http://higheredanalytics.com/analytics/index.php/the-state-of-online-analytics-in-higher-ed-2011-report/Tuesday, May 21, 13
  • 97. The window of opportunity isOPEN60% of higher ed websites spend less than2 hours a week on analytics.According to Higher Ed Analytics -http://higheredanalytics.com/analytics/index.php/the-state-of-online-analytics-in-higher-ed-2011-report/Tuesday, May 21, 13
  • 98. QuestionsTuesday, May 21, 13
  • 99. thanks!Greg ZgutaTechnical Lead, mStoner314.884.1803greg.zguta@mstoner.com@gzgutaRoy CordellSenior Director of CreativeServices, University ofArkansas479.575.7217rcordell@uark.eduTuesday, May 21, 13

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