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  • 1. + Understanding & presenting online & web stats – showing IMPACT Jeff Wisniewski Web Services Librarian University of Pittsburgh
  • 2. + Roadmap Impact Web statistics Trends Content types Goals Campaigns Caveats Built in visualizations Trend watch: Real time visualization tools
  • 3. + Showing impact (NARRATIVE / CONTEXT) x VISUALIZATION
  • 4. + Tell the story With numbers With context With compelling visuals
  • 5. + Good data visualization tells a story that can be understood by anyone The goal is to reduce complexity and give data a human face
  • 6. +
  • 7. + Web statistics
  • 8. + Google analytics Google analytics as example, so YMMV
  • 9. + Google analytics Trends Content impact: Content types User experience impact: Goals Outreach impact: Campaigns Real Time
  • 10. +
  • 11. + The big picture is too big
  • 12. + IMPACT Content User Experience Outreach
  • 13. + Content IMPACT
  • 14. + Different metrics for different content Time on page: Engagement content (blogs, guides, reviews): hopefully high Funnel content (get me to…databases, ejournals, catalog, etc): hopefully very low Informational content (hours, policies): hopefully low
  • 15. + How to Admin > View > Custom Channel Groupings > New Content Grouping
  • 16. +
  • 17. + User Experience IMPACT
  • 18. + Use personas to Identify top tasks by audience What specific things does Stacey want to do on our site? Set up GOALS and FUNNELS around these tasks
  • 19. + Stacey  freshman  the source of the information can come from anywhere and is really irrelevant; she just needs to know where to look  uses often commercial search engines like Yahoo and Google to locate information  she doesn’t distinguish between the online catalog and the library web site; for her, the web site is just the way to get to the catalog with some additional information mixed in  Unaware of library tools and resources  needs help with the research process and is overly- confident about her own research skills, which may not be as strong as she thinks
  • 20. + spends a lot of time at the library to study for midterms and finals; wants to be able to check easily what the library hours are  she wants to easily connect to wi-fi and uses self-print for all her assigned readings  does not rely heavily on the library’s print journal collections; commonly uses e-journal collections  uses primarily books on reserve and rarely checks out a book or two from Hillman collection; expects Hillman library to have all the textbooks required by instructors and is surprised if they are not in the collection or are not placed on reserve for students  uses chat or calls the front desk to get help from library staff with locating a reference  uses her smart phone to find the call number of a book on reserve, see if a book is checked out and when is due back, or look up the syllabus, the course number, or the name of the instructor
  • 21. + Goals Goal : the page a visitor reaches once they have completed a desired action Funnel : The (optimized) steps along the way to the goal
  • 22. + Examples Can students successfully find and enroll in a class on your site? After visiting a readers’ advisory page do people click into the catalog to find and checkout items? Are students clicking from a course libguide into a database that the guide recommends?
  • 23. + The goal
  • 24. + Step 1 Sstep 2 Sstep 3 The funnel
  • 25. + How to Admin > Goals > Create New Goal
  • 26. +
  • 27. + *PRO TIP Exact match has to be EXACTLY the same as the URL….even leading or trailing spaces will cause it to fail
  • 28. +
  • 29. + Outreach IMPACT Campaigns
  • 30. + Campaigns Great way to demonstrate the impact (or lack thereof) of specific online outreach and marketing efforts
  • 31. + Campaigns  How many library mailing list members clicked the link in the PDF we sent about our new makerspace?  How many people took our annual survey from the link if Facebook versus the link on Twitter?
  • 32. + Campaigns Allows for tagging URLs with special parameters Source- blog, Facebook Medium- PDF flyer, website Campaign- new_community_meeting_rooms
  • 33. + How to utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, e.g. Google, citysearch, newsletter4, billboard. utm_medium: The advertising or marketing medium, e.g.: cpc, referral, email. utm_campaign: The individual campaign name, slogan, promo code, etc. for a product. utm_term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword. utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
  • 34. + How to: URL Builder https://support.Google.com/analytics/answer/ 1033867?hl=en&ref_topic=1032998
  • 35. + General web stats caveat
  • 36. + The bounce rate myth We link to a LOT of third party sites from our websites: Catalogs Discovery tools Overdrive Databases LibGuides
  • 37. + The bounce rate myth A user who visits your homepage and then visits one of these places has
  • 38. + When the cookie crumbles* New vs Returning users relies on cookies. • Up to 66% of users user multiple devices • App. 30% of users deleted cookies in a one month period
  • 39. + Communicating the results
  • 40. + Key visualizations
  • 41. + Communicate With BOTH internal and external stakeholders
  • 42. + traffic> search> organic
  • 43. + traffic> search> organic
  • 44. + Content>Landing pages &exit pages
  • 45. + Content>Landing pages &exit pages via visitor flow
  • 46. + Content>top pages
  • 47. + Content>top pages (in-page analytics)
  • 48. + Real-Time Visualization Tools
  • 49. + Trend Watch: Real time visualizations Gale Analytics on Demand http://www.thedigitalshift.com/2014/04/research/g ale-releases-analytics-demand-demographic-gis- libraries/ create maps, charts, and reports that illustrate where their patrons live, how different demographic groups are utilizing the library, which genres or resources are most popular among different consumer segment
  • 50. + Trend Watch: Real time visualizations “Making the Invisible Library Visible” Checkouts How many people on the website right now? http://library.case.edu/ksl/aboutus/assessm ent/publicwow/ http://www.optiem.com/
  • 51. + Trend Watch: Real time visualizations Google Charts https://developers.Google.com/chart/ Display real-time data from various sources on your website Wordpress and Drupal plugins https://drupal.org/project/google_chart_tools https://wordpress.org/plugins/wp-google- charts/
  • 52. + Questions?
  • 53. + Thank you!