Your Digital Success: Using Web Analytics to Guide Strategy

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    Your Digital Success: Using Web Analytics to Guide Strategy - Presentation Transcript

    1. Your Digital Success Using Web Analytics to Guide Strategy Meg Houston Maker ’87 MALS’10 Director of External Information Services Dartmouth College Development
    2. Why analytics?
    3. Web Analytics is valued 75% 72% 70% 60% Source: a commissioned study conducted by Forrester Consulting on behalf of Google, May 2009. Base: 198 Enterprise Web analytics users.
    4. Analytics in a nutshell Clarify your goals Identify all elements of your footprint Identify back-office requirements Instrument Monitor, test, and tune Revisit strategy
    5. Goals
    6. What’s interesting? What’s trackable? Storytelling E-commerce News Visits Visits Visits Time on site Gifts Reach Bounce rate Conversion rate Top content Comments Campaigns Referrers
    7. Programmatic elements Website or suite of sites Links on companion sites Broadcast email Web advertising Print supplements
    8. Instrumentation
    9. Google Analytics
    10. Twitter tracking
    11. Bit.ly link reports
    12. Bit.ly drilldown
    13. Facebook ad tracking
    14. Facebook ad management view
    15. Facebook ad clickthroughs
    16. Email campaign tracking
    17. Email campaign tracking: URL https://www.dartmouthcollegefund.org/dcf.php ?apc=A09VF &utm_source=june_bizcase_2009 &utm_medium=email &utm_campaign=June_Email1_Video_NonDonors
    18. Email campaign results: Email app
    19. Email campaign results: Traffic
    20. Email campaign results: Gifts
    21. Appeal Codes and Google Analytics A10HR
    22. Print campaign tracking dartmouthcollegefund.org/yourimpact
    23. Print campaign URL redirect dartmouthcollegefund.org/yourimpact redirects to » url=https://www.dartmouthcollegefund.org/dcf.php ?apc=A10AP &utm_source=fall_2009_calendar &utm_medium=print &utm_campaign=fall_2009_calendar_nondon
    24. Print campaign results: Traffic
    25. Print campaign results: Gifts
    26. Monitor, test, modify
    27. Discussion Meg Houston Maker D87 MALS10 Director of External Information Services Dartmouth College meg.houston.maker@dartmouth.edu 603-646-9959

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