Your Digital Success
Using Web Analytics to Guide Strategy
Meg Houston Maker ’87 MALS’10
Director of External Information Services
Dartmouth College Development

Why analytics?

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.

Analytics in a nutshell
Clarify your goals
Identify all elements of your footprint
Identify back-office requirements
Instrument
Monitor, test, and tune
Revisit strategy

Goals

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

Programmatic elements
Website or suite of sites
Links on companion sites
Broadcast email
Web advertising
Print supplements

Instrumentation

Google Analytics

Twitter tracking

Bit.ly link reports

Bit.ly drilldown

Facebook ad tracking

Facebook ad management view

Facebook ad clickthroughs

Email campaign tracking

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

Email campaign results: Email app

Email campaign results: Traffic

Email campaign results: Gifts

Appeal Codes and Google Analytics
A10HR

Print campaign tracking
dartmouthcollegefund.org/yourimpact

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

Print campaign results: Traffic

Print campaign results: Gifts

Monitor, test, modify

Discussion
Meg Houston Maker D87 MALS10
Director of External Information Services
Dartmouth College
meg.houston.maker@dartmouth.edu
603-646-9959