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The New Analytics of Web Governance

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It is a mistake to think that the only things that can go wrong on a website are those that are easiest to measure. …

It is a mistake to think that the only things that can go wrong on a website are those that are easiest to measure.

While it is relatively easy to track the effects of poor design or content on online performance using web analytics - what about poor Web Governance? What if your site management is not up-to-the-job? How will you know?

As explained in this presentation, every Web Manager needs a new set of analytics to track the effects of governance on the quality of their site.

Published in Technology , Design
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  • 1. The New Analytics of Web Governance
  • 2. Organisational Indicators Operational Indicators siteimprove.com Online Indicators 1-855-SITEIMPROVE info@siteimprove.com
  • 3. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 4. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 5. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 6. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 7. 1. Labour saving siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 8. 2. Decision support siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 9. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 10. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 11. 1. Define Web Governance 2. Using Web Governance analytics siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 12. About Me
  • 13. First article published on A List Part siteimprove.com info@siteimprove.com 2013 2012 2009 2008 2007 2006 1-855-SITEIMPROVE 2011 Partnership with Siteimprove Release “The Website Manager’s Handbook” 2005 2004 2003 2002 2001 2000 1999 Start publishing articles on www.diffily.com Second article published on A List Part 2010 Start to research Web Governance
  • 14. About Web Governance
  • 15. What is it? siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 16. Web Governance describes everything needed to manage a website in a controlled & orderly way. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 17. Data & security mgt Change control Governance rules QA Build Design Content KPIs Publishing Feedback Social Networks Resoucring Approve activity Performance Architecture mgt Promotion Strategy Review Testing Planning Technical monitoring Hosting siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 18. Skills Data & security mgt Teams Manpower Change control Build Governance rules Design QA Documentation Content KPIs Systems Tools Publishing Procedures Feedback Social Networks Resoucring Budget Approve activity Performance Architecture mgt Promotion Strategy Review Testing Planning Technology siteimprove.com Roles Technical monitoring Hosting 1-855-SITEIMPROVE info@siteimprove.com
  • 19. At its most basic, Web Governance can be described in terms of just 3 components as summarised in the following illustration. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 20. ACTIVITIES SCALE RESOURCES siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 21. 2 Based on a measure of Scale, assess the granularity of your Governance Activities. 1 Find out how Big, Busy & Complex your site is - & how it will change over time. 3 Based on the granularity of the Activities, plan the sophistication of your Governance Resources. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 22. 2 The Activities of Web Governance are simple & occur infrequently 1 Little content Low traffic Basic technology 3 Resources are unsophisticated, cheap & require little management. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 23. 2 Activities are highly complex, highly granular & occur frequently 1 Lots of content Heavy traffic V. complex technology 3 Resources are sophisticated, expensive & require lots of management. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 24. ReOrganise 1 Discover siteimprove.com 2 Organise 1-855-SITEIMPROVE 3 Optimise info@siteimprove.com
  • 25. Web Governance Analytics
  • 26. Web Governance is not an end in itself. It is a means to an end. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 27. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 28. A system of Web Governance that delivers quality & stability has a number of features… siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 29. 1 1. All activities are done (with no gaps) & to the right level of granularity … siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 30. 1 2 2. With the right numbers of people with the right skills in appropriate roles & teams… siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 31. 1 2 3 3. Using rigorous & reproducible processes that deliver consistent quality on a timely basis… siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 32. 1 2 3 4 4. With the assistance of correctly sourced tools & technology that are appropriate to the job… siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 33. 1 2 5 3 4 5. Based on a budget that matches expectations for online strategy & online quality. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 34. The level of stability can be tracked by by measuring a series of indicators… siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 35. Online Indicators siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 36. Quantitative Functionality Usability Accessibility … Qualitative User feedback & satisfaction siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 37. Quantitative Functionality Usability Accessibility … Operational Indicators Qualitative User feedback & satisfaction siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 38. Quantitative Speed Quality Cost … Quantitative Functionality Usability Accessibility … Qualitative Customer feedback & satisfaction siteimprove.com 1-855-SITEIMPROVE Qualitative User feedback & satisfaction info@siteimprove.com
  • 39. Organisational Indicators Quantitative Speed Quality Cost … Quantitative Functionality Usability Accessibility … Qualitative Customer feedback & satisfaction siteimprove.com 1-855-SITEIMPROVE Qualitative User feedback & satisfaction info@siteimprove.com
  • 40. Quantitative RoI Business risk Staff retention … Qualitative Staff feedback & satisfaction Quantitative Speed Quality Cost … Quantitative Functionality Usability Accessibility … Qualitative Customer feedback & satisfaction siteimprove.com 1-855-SITEIMPROVE Qualitative User feedback & satisfaction info@siteimprove.com
  • 41. Quantitative Happy staff Low risk Good RoI … Qualitative “A great place to work” Quantitative On time Consistent quality Affordable … Quantitative 100% error free High readability Good SEO … Qualitative “Very responsive team & great comms.” siteimprove.com Qualitative “Clear info about a difficult topic.Thanks! 1-855-SITEIMPROVE info@siteimprove.com
  • 42. The indictors are being bolstered by many new sources of Web Governance Analytics… siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 43. CMS QA & error checking Bug tracking Content readability Site availability Project mgt Social media tracking Web analytics SEO CRM … softwareqatest.com websitetestingtools.com siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 44. Gartner © Digital Marketing Hype Cycle for 2013 siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 45. Gartner © Digital Marketing Hype Cycle for 2013 siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 46. The Analytics & Indicators act as an early warning system for when things go “bad” in Web Governance siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 47. Quantitative Qualitative High staff turnover “An awful place to work :(” Very costly team Dodgy practices … Quantitative Late delivery Shoddy work Expensive … (Example) Content Qualitative “A thoroughly difficult team to work with” siteimprove.com 1-855-SITEIMPROVE Quantitative Lots of errors Poor readability Missing metadata … Qualitative “Hello!? Please reply to my emails!” info@siteimprove.com
  • 48. Follow the audit trail to find out if Web Governance has gone wrong siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 49. 1 1. Audit all activities to ensure everything is being done (i.e. there are no gaps). For example, if content goes live with many misspellings, is it because the task of 'Quality Assurance' is not occurring, or is only being done on a cursory level? siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 50. 1 2 2. Identify if person(s) responsible has enough skill, time & direction to do the job. Perhaps the staff member responsible does not have enough time. Alternatively, perhaps no-one has been formally assigned to QA by the Web Manager? siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 51. 1 2 2. Identify if person(s) responsible has enough skill, time & direction to do the job. Perhaps the responsible staff member does not have the right skills. Or maybe the Web Manager has nominated someone who is inappropriate to the role? siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 52. 1 2 3 3. Identify how each task is done, how rigorous the process is & how well it is followed. Perhaps QA is occurring but the staff member is ignoring the documented process. Or perhaps the process itself is not detailed enough and is missing key steps? siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 53. 1 2 3 4 4. Identify what tools are used (if any) & whether they are suitable to the job. Perhaps the staff member does not have the right tool for the job or is using the tool in the wrong way? siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 54. 1 2 5 3 4 5. Finally, check what budget is available & whether it is appropriate to the task. Perhaps too much budget is applied elsewhere, e.g. so much funding goes into creating new content that little is left over for on-going maintenance? siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 55. Diagnosis is not always simple. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 56. But high turnover of staff due to too excessive pressure/demands. Web Team works well with internal customers. siteimprove.com Poor leadership? Inadequate budget/time? Misdesigned processes? Web Team delivers a good quality web experience. 1-855-SITEIMPROVE info@siteimprove.com
  • 57. Data can also be used to optimize Web Governance siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 58. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 59. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 60. What to do now… siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 61. Discover siteimprove.com Organise 1-855-SITEIMPROVE Optimise info@siteimprove.com
  • 62. We want a dashboard, so more APIs please! siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 63. siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  • 64. Web Governance Framework © Shane Diffily. See more at www.diffily.com
  • 65. Wanna free book? Of course you do! "very clear & well written...a lot of practical depth...I'm sure that someone managing, particularly a large website, would find it genuinely useful". Gerry McGovern Email me: shane@diffily.com Web: www.diffily.com