Your SlideShare is downloading. ×
0
Making Web Analytics Actionable Peter O’Neill Freelance Web Analytics Consultant www.aussiewebanalyst.com Scottish Web Fol...
Web Analytics <ul><li>What is Web Analytics? </li></ul><ul><ul><li>‘ Web Analytics is the measurement, collection, analysi...
My Opinion on Web Analytics <ul><li>If you are not using web analytics data to make decisions, there is no point in invest...
Issues people are facing <ul><li>Response from surveys </li></ul><ul><ul><li>Clear objectives from stakeholders </li></ul>...
What I am going to discuss <ul><li>Not ‘How to produce hundreds of reports’ </li></ul><ul><li>Defining KPIs & setting targ...
KPIs/Targets <ul><li>Defining KPIs and setting targets </li></ul><ul><ul><li>Why have KPIs? </li></ul></ul><ul><ul><li>Why...
KPIs/Targets <ul><li>Suggested KPIs for a University website </li></ul><ul><ul><li>Number of visits with > 5 page views </...
KPIs/Targets <ul><li>KPIs need to be related to how your organisation defines success </li></ul><ul><li>Targets allow you ...
Dashboards <ul><li>The purpose of Dashboards </li></ul><ul><ul><li>Quick overview of performance </li></ul></ul><ul><ul><l...
Dashboards <ul><li>What I recommend </li></ul><ul><ul><li>Start with Site Metrics and/or with KPIs </li></ul></ul><ul><ul>...
Key Reports <ul><li>Top search terms </li></ul><ul><ul><li>Search engines and on-site search </li></ul></ul><ul><ul><li>Id...
Key Reports <ul><li>Site Overlay / Direct View </li></ul><ul><ul><li>Use for key pages </li></ul></ul><ul><ul><li>How are ...
Key Reports <ul><li>Most popular </li></ul><ul><ul><li>Rank the different site sections or departments or courses or staff...
Some Additional Ideas <ul><li>How to get internal stakeholders more interested? </li></ul><ul><ul><li>Find internal champi...
Some Additional Ideas <ul><li>How to make most of limited resources? </li></ul><ul><ul><li>Use your natural resource – stu...
Other External Resources <ul><li>Forums – Web Analytics, Google Analytics </li></ul><ul><li>Blogs – smart people are writi...
Thoughts to Take Away <ul><li>Web Analytics is about using data to make decisions </li></ul><ul><li>Keep things simple and...
Upcoming SlideShare
Loading in...5
×

Making Web Analytics Actionable in Universities

1,937

Published on

A presentation that I gave at a meeting of Scottish Web Folk (web managers from Scottish Universities) on how to use use web analytics to make decisions

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,937
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
65
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Making Web Analytics Actionable in Universities"

  1. 1. Making Web Analytics Actionable Peter O’Neill Freelance Web Analytics Consultant www.aussiewebanalyst.com Scottish Web Folk 28 th Nov 2008
  2. 2. Web Analytics <ul><li>What is Web Analytics? </li></ul><ul><ul><li>‘ Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.’ (Web Analytics Association) </li></ul></ul><ul><li>What is the point of Web Analytics? </li></ul><ul><ul><li>To use data to make better business decisions (Peter O’Neill) </li></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  3. 3. My Opinion on Web Analytics <ul><li>If you are not using web analytics data to make decisions, there is no point in investing resources in collecting and reporting on it. </li></ul><ul><li>Better for data/reports to be simple and useful than complicated and just filed away. </li></ul><ul><li>Small steps </li></ul>Peter O’Neill www.aussiewebanalyst.com
  4. 4. Issues people are facing <ul><li>Response from surveys </li></ul><ul><ul><li>Clear objectives from stakeholders </li></ul></ul><ul><ul><li>Lack of time </li></ul></ul><ul><ul><li>Knowledge of using web analytics data to make decisions </li></ul></ul><ul><ul><li>Lack of support of internal stakeholders </li></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  5. 5. What I am going to discuss <ul><li>Not ‘How to produce hundreds of reports’ </li></ul><ul><li>Defining KPIs & setting targets </li></ul><ul><li>Dashboards </li></ul><ul><li>Key reports for internal stakeholders </li></ul><ul><li>Some ideas </li></ul><ul><li>Other external resources for assistance </li></ul>Peter O’Neill www.aussiewebanalyst.com
  6. 6. KPIs/Targets <ul><li>Defining KPIs and setting targets </li></ul><ul><ul><li>Why have KPIs? </li></ul></ul><ul><ul><li>Why set targets for these KPIs? </li></ul></ul><ul><ul><li>Process for defining KPIs and targets </li></ul></ul><ul><ul><li>How to use KPIs/targets </li></ul></ul><ul><ul><li>Suggested KPIs </li></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  7. 7. KPIs/Targets <ul><li>Suggested KPIs for a University website </li></ul><ul><ul><li>Number of visits with > 5 page views </li></ul></ul><ul><ul><li>Number of course descriptions downloaded or viewed </li></ul></ul><ul><ul><li>Number of clicks on links to online applications </li></ul></ul><ul><ul><li>% of successful on site searches </li></ul></ul><ul><ul><li>% of traffic from Direct Entry </li></ul></ul><ul><ul><li>% of Returning Visitors to ‘What’s Going On’ site section </li></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  8. 8. KPIs/Targets <ul><li>KPIs need to be related to how your organisation defines success </li></ul><ul><li>Targets allow you to define whether you achieved success or not </li></ul><ul><li>Involve stakeholders in discussion if possible </li></ul><ul><li>If not, create your own – best guess – use that as a starting point </li></ul>Peter O’Neill www.aussiewebanalyst.com
  9. 9. Dashboards <ul><li>The purpose of Dashboards </li></ul><ul><ul><li>Quick overview of performance </li></ul></ul><ul><ul><li>Include only relevant information – the key facts </li></ul></ul><ul><ul><li>Simple to read </li></ul></ul><ul><ul><li>Indicator of performance </li></ul></ul><ul><ul><li>Quick to update </li></ul></ul><ul><ul><li>Anyone in organisation can use </li></ul></ul><ul><li>Dashboards evolve over time </li></ul>Peter O’Neill www.aussiewebanalyst.com
  10. 10. Dashboards <ul><li>What I recommend </li></ul><ul><ul><li>Start with Site Metrics and/or with KPIs </li></ul></ul><ul><ul><li>Distribute weekly or monthly </li></ul></ul><ul><ul><li>Include some basic commentary </li></ul></ul><ul><ul><li>Answer people’s questions </li></ul></ul><ul><li>My recommended Dashboard format </li></ul><ul><li>Get people used to looking at web metrics and data – grow from there </li></ul>Peter O’Neill www.aussiewebanalyst.com
  11. 11. Key Reports <ul><li>Top search terms </li></ul><ul><ul><li>Search engines and on-site search </li></ul></ul><ul><ul><li>Identify terms as targets for SEO </li></ul></ul><ul><ul><li>Measure performance of SEO </li></ul></ul><ul><ul><li>Insight into what visitors find interesting </li></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  12. 12. Key Reports <ul><li>Site Overlay / Direct View </li></ul><ul><ul><li>Use for key pages </li></ul></ul><ul><ul><li>How are visitors using that page? </li></ul></ul><ul><ul><li>Does navigation for the page/website need to be improved? </li></ul></ul><ul><ul><li>Can create manually using Navigation Summary or Clickpath Explorer </li></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  13. 13. Key Reports <ul><li>Most popular </li></ul><ul><ul><li>Rank the different site sections or departments or courses or staff profiles... </li></ul></ul><ul><ul><li>Ideal metric is visits but visitors or page views is acceptable substitute </li></ul></ul><ul><ul><li>Depends on site structure & naming convention </li></ul></ul><ul><ul><li>GA – Content Drilldown report </li></ul></ul><ul><ul><li>Nedstat – XX per subdirectory within directory report </li></ul></ul><ul><ul><li>Can be produced using segmentation (manual process) </li></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  14. 14. Some Additional Ideas <ul><li>How to get internal stakeholders more interested? </li></ul><ul><ul><li>Find internal champions </li></ul></ul><ul><ul><li>Focus on analysis that can save money </li></ul></ul><ul><ul><li>Create a university case study </li></ul></ul><ul><li>How to increase knowledge? </li></ul><ul><ul><li>Create your own forum to compare notes </li></ul></ul><ul><ul><li>Trade time between universities </li></ul></ul><ul><ul><ul><li>You are the web analytics experts for universities </li></ul></ul></ul><ul><ul><ul><li>Do expert reviews of each other’s websites </li></ul></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  15. 15. Some Additional Ideas <ul><li>How to make most of limited resources? </li></ul><ul><ul><li>Use your natural resource – students </li></ul></ul><ul><ul><li>Talk to the professors for marketing/computer/analytics courses </li></ul></ul><ul><ul><li>Students can do work for experience or as class projects </li></ul></ul><ul><ul><ul><li>Best dashboard </li></ul></ul></ul><ul><ul><ul><li>Best recommended improvement to website </li></ul></ul></ul>Peter O’Neill www.aussiewebanalyst.com
  16. 16. Other External Resources <ul><li>Forums – Web Analytics, Google Analytics </li></ul><ul><li>Blogs – smart people are writing about how they use web analytics </li></ul><ul><li>Books – why learn from your own mistakes when you can learn from the mistakes of others </li></ul><ul><li>Free tools - Google Tools/Firefox plugins </li></ul><ul><li>Twitter – start conversations with people who can offer help </li></ul>Peter O’Neill www.aussiewebanalyst.com
  17. 17. Thoughts to Take Away <ul><li>Web Analytics is about using data to make decisions </li></ul><ul><li>Keep things simple and take small steps, both for yourself and for involving internal stakeholders </li></ul><ul><li>Help by making other’s jobs easier </li></ul><ul><li>If you give people some information/answers, they will start asking more questions </li></ul><ul><li>Examples are the best way to prove value </li></ul><ul><li>Make the best use of the resources available to you </li></ul><ul><li>Remember, you are the web analytics experts for university websites </li></ul>Peter O’Neill www.aussiewebanalyst.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×