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ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
ASAE Tech: Data Data Everywhere
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ASAE Tech: Data Data Everywhere

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  • Logical ones – A members only extranet/intranet doesn’t really care about bounce rate, keyword search; That’s not to say that you don’t need to look at lots of other stats once and a while, but you can focus on your bread and butter to move your goals ahead.
  • Logical ones – A members only extranet/intranet doesn’t really care about bounce rate, keyword search; That’s not to say that you don’t need to look at lots of other stats once and a while, but you can focus on your bread and butter to move your goals ahead.
  • Remember – you’re a membership organization. You care most about membership. Unless your numbers also support that the more visitors you have, the more members you get, this doesn’t matter much, does it?
  • It’s very important to know what the metrics mean and why the metrics mean success/failure, and what you need to do about them.
  • Explain flaws of time on site. Maybe you’re better off putting in event tracking in the video itself.
  • Talk about percentage increases; State why you were successful; Sometimes, you’ll need to look outside of Web Analytics;
  • It’s very important to know what the metrics mean and why the metrics mean success/failure, and what you need to do about them.
  • Dashboard reports need not be boring, and need not be always the same.
  • Tedious to create – what about exporting a GA dashboard?
  • How many times have you heard – We need to know how many people downloaded XY PDF, only to discover you never tracked it?
  • How many people are using tools they pay for? Free tools?
  • PDFs not tracked. Filters are sometimes not retroactive. You could have a big mess if you don’t plan. Can I get the previous year’s data on how many people viewed our webinar? And not just looked at the page, but actually watched the whole thing?
  • How many people are using tools they pay for? Free tools?
  • Has anyone used any other additional tools?
  • Does anyone use
  • ADD IN HERE SOME MEMBERSHIP STUFF
  • Mention GetActive
  • RedDot URL Issue GetActive Wrappers Convio Other Scripts
  • Tracking PDFs is VERY important for associations.
  • Measuring Success with Google Analytics.
  • RedDot issue with URL
  • API Mention: Measuring Success (Brian Clifton), Lunametrics Blog, Occam’s Razor, Eric Peterson, and of Course Google’s Blog. Tools: SiteScan, GAIgnoreMyHits, Better Google Analytics FX Plugin
  • Transcript

    • 1. 2010 Technology Conference & Expo Data Data Everywhere Session Date & Time Marissa Goldsmith
    • 2. Part I: Rethinking Your Numbers
    • 3. Step Away from the Numbers <ul><li>Analytics has so much to offer, but sometimes it's too much. </li></ul><ul><ul><li>FIRST, define success </li></ul></ul><ul><ul><li>THEN, figure out the numbers that will support your success. </li></ul></ul><ul><li>You’ll find there’s a lot of numbers you really don’t need to look at too much. </li></ul>
    • 4. <ul><ul><li>Our professional membership organization offers special online tools to our paying members. </li></ul></ul><ul><ul><li>Our site is successful because we had 10,000 visitors in January, and then 12,000 in February. </li></ul></ul>QUIZ: What’s Wrong?
    • 5. <ul><ul><li>We are a large association, and we are having a big conference next month. </li></ul></ul><ul><ul><li>I had 2,534 visitors to my Web site on Monday, but only 2,510 on Tuesday. What’s wrong? </li></ul></ul>QUIZ: What’s Wrong?
    • 6. <ul><ul><li>One of our benefits is offering our members online training videos to view. </li></ul></ul><ul><ul><li>Yesterday, my video had 100 page views and a time on page of 10 seconds. Today, it only had 50, but a time on site of 15 minutes. So it's doing much better today. </li></ul></ul>QUIZ: What’s Wrong?
    • 7. The Right Answers… <ul><ul><li>We want to move a lot of our offline activities online. </li></ul></ul><ul><ul><li>We're doing a good job because: </li></ul></ul><ul><ul><ul><li>Online renewals were up 13% this quarter after we set up that automated renewal email. </li></ul></ul></ul><ul><ul><ul><li>85% of conference registrants registered online. </li></ul></ul></ul><ul><ul><li>But </li></ul></ul><ul><ul><ul><li>We’re still having a hard time getting new members to sign up online. 75% of first-time membership happens offline. </li></ul></ul></ul>
    • 8. All your measurements should lead to one of two things Great Job!
    • 9. All your measurements should lead to one of two things Boo-hoo. Online membership registrations are down. Let’s Change Something. (and use your stats to figure out what)
    • 10. Part II – Presenting Those Numbers
    • 11. Dashboard reports <ul><ul><li>Why I (used to) hate dashboard reports. </li></ul></ul><ul><ul><li>( http://www.nten.org/blog/2010/06/24/go-beyond-dashboard-report ) </li></ul></ul>
    • 12. Challenges of the Dashboard <ul><li>Dull to read – Numbers, not stories. </li></ul><ul><li>Tedious to create. </li></ul><ul><li>Difficult to understand. </li></ul><ul><li>Not everyone cares about everything. </li></ul>
    • 13. Different Strokes for Different Folks <ul><li>Not everyone is going to want to see the same dashboard. </li></ul><ul><li>Most people are not mesmerized by Excel Spreadsheets – tell your story. </li></ul>
    • 14. These challenges lead to… <ul><li>NO ACTION </li></ul>
    • 15. Tips for a Less Tedious Dashboard <ul><li>NEVER show your board a Google Analytics Dashboard! </li></ul><ul><ul><li>Google analytics is easy to use, but it’s still for the expert. </li></ul></ul><ul><li>Stick with some main metrics, but add some fun. </li></ul><ul><li>Never leave anything unexplained. </li></ul><ul><li>Never just say something is bad. If the numbers say it’s bad, come up with a solution. </li></ul><ul><li>Add Fun Graphics. </li></ul><ul><li>Remember – it’s a just dashboard – don’t try to get every piece of data in there. Let your users know you can get them more if they want more. </li></ul>
    • 16. Part III Making sure you get the right numbers BEFORE you need to report on them.
    • 17. All I need to do is copy and paste the code. It’s easy right?
    • 18. WRONG! You have to plan. It’s easy, right?
    • 19. Pick Your Poison
    • 20. Supplement if you need to
    • 21. And use what you’ve got!
    • 22. And use what you’ve got!
    • 23. NO WRAPPER LEFT BEHIND!
    • 24. You want analytics to be everywhere! <ul><li>So take stock of your tools… </li></ul><ul><ul><li>CMS </li></ul></ul><ul><ul><li>eCRM </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Community Tools </li></ul></ul><ul><ul><li>Online Membership Tools </li></ul></ul><ul><li>And the wrappers in each of them. </li></ul>
    • 25. Get to know your tools <ul><li>Can I add Analytics code myself? </li></ul><ul><li>How many templates/wrappers will I need to update when I add/change analytics? </li></ul><ul><li>Can I add my own Javascript code to do special tracking? </li></ul><ul><li>Does the CMS add other scripts automatically? </li></ul><ul><li>What functions are automated? Will this interfere with my analytics? </li></ul><ul><li>Can I integrate donations/online shopping with an eCommerce/store analytics module? </li></ul>
    • 26. To Script or not to Script…
    • 27. Do more than just paste <ul><ul><li>Tracking PDFs </li></ul></ul><ul><ul><li>Tracking External Links </li></ul></ul><ul><ul><li>Other specialized tracking </li></ul></ul><ul><ul><ul><li>Tracking between CMS and CRM pages </li></ul></ul></ul><ul><ul><ul><li>Adding information for specialized reporting. </li></ul></ul></ul>
    • 28. To Script or not to Script <ul><li>How to do specialized scripting: </li></ul><ul><ul><li>Write your own script. </li></ul></ul><ul><ul><li>Borrow someone else’s </li></ul></ul><ul><ul><li>Do a combination of both </li></ul></ul><ul><ul><ul><li>Bind to script libraries: </li></ul></ul></ul><ul><ul><ul><ul><li>Jquery </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Scriptaculous </li></ul></ul></ul></ul>
    • 29. Have fun with filters!
    • 30. Do the Test!
    • 31. Test like you’ve tested before! <ul><li>Test for analytics like you would any other functionality. </li></ul><ul><li>Think of the transactions you’re tracking. </li></ul><ul><li>Use GAIgnoreMyHits to isolate your particular visit. </li></ul><ul><li>Test each situation. </li></ul><ul><li>In some cases wait…and see if the results are the same. </li></ul>
    • 32. Resources: <ul><li>Beaconfire Blog – Analytics: http://www.beaconfire.com/blog/category/analytics/ </li></ul><ul><li>NTEN Article on Dashboards: http://www.nten.org/blog/2010/06/24/go-beyond-dashboard-report </li></ul><ul><li>Lunametrics Blog: http://www.lunametrics.com/blog/ </li></ul><ul><li>Occam’s Razor: http://www.kaushik.net/ </li></ul><ul><li>Measuring Success: http://www.advanced-web-metrics.com/blog/ </li></ul><ul><ul><li>Also – See Brian Clifton’s external tracking script: http://www.advanced-web-metrics.com/blog/2008/06/08/updated-tracking-script-for-gajs/ </li></ul></ul><ul><li>VKI Studios: http://blog.vkistudios.com/ </li></ul><ul><ul><li>Analytics Firefox Plugin: http://www.vkistudios.com/tips-analytics-better-google-analytics </li></ul></ul><ul><li>EpikOne Blog: http://cutroni.com/blog/ </li></ul>

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