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Digital Analytics for Nonprofits

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In today's fast paced environment, analytics aren't just for businesses. In this presentation we cover putting analytics in place from a strategic viewpoint. Analytics can help you make better decisions about your marketing and your business.

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Digital Analytics for Nonprofits

  1. 1. Digital Analytics for NonProfits Produced by Analytive and Third Sector Enterprises
  2. 2. Who am I? @tyler_brooks Founder at Analytive Consulting on Analytics and Marketing for 3+ years MBA from Anderson University, BS in Entrepreneurship from Indiana Wesleyan University Google Analytics & AdWords Certified
  3. 3. Who are you?
  4. 4. Assumptions ● You have an overarching strategic goal for your organization. ● You do marketing! ● You care about building a following.
  5. 5. Why measure?
  6. 6. “If you can’t measure it, you can’t manage it.” - Peter Drucker
  7. 7. Part 1: Web Analytics
  8. 8. Define Web Analytics (1) the analysis of qualitative and quantitative data from your website and the competition, (2) to drive a continual improvement of the online experience that your customers, and potential customers have, (3) which translates into your desired outcomes (online and offline).
  9. 9. What Web Analytics Can Tell Us ● About the audience ○ Location ○ Age ○ Type of device ○ Interests ● Their behavior ○ Pages visited ○ Time on page ○ Conversions ● How they got here ○ Source ○ Medium ○ Ad/Post
  10. 10. Measurement Model Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
  11. 11. Measurement Model Who do you need? ● Someone who understands business objectives/strategies ● Someone who understands analytics ● Someone with technical skills
  12. 12. 5 Step Measurement Planning ● Document business objectives ● Identify strategies and tactics ● Choose KPIs (key performance indicators) ● Choose segments ● Choose targets (goals/outcomes)
  13. 13. Step 1: Document Organizational Objectives ● Examples ○ Increase fundraising by 30% ○ Let 10,000 people know about our mission ○ Sell all seats at fundraising banquet
  14. 14. Step 2: Identify Strategies and Tactics ● Examples ○ Increase response in email giving ○ Creating landing page to promote event/mission ○ Drive sales through social media
  15. 15. Step 3: Choose KPIs ● Examples ○ Email signups ○ Unique visitors to website ○ Sales of tables
  16. 16. Step 4: Segments ● Examples ○ Large givers ($1,000) ○ Socially engaged followers ○ New signups ○ Never attended an event
  17. 17. Step 5: Choose Target Outcomes ● Examples ○ 2,000 new email signups ○ Increase email value per user ○ Drive 10,000 unique visitors to our website ○ Sell 50% of banquet tables through digital channels
  18. 18. Common Business Objectives Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
  19. 19. Web Analytics Tools ● Wordpress Jetpack ● KissMetrics ● Mixpanel ● Optimizely ● CrazyEgg ● Google Analytics!! <- Start here
  20. 20. 0-Day 30-Days 60-Days
  21. 21. 0-Day - Setup ● Ask “What do we want to accomplish?” ● Create a Measurement Model (what do we want to track?) ● Implement Tracking ○ Install tracking codes ○ Setup goal tracking!!!! ○ Customize codes ○ Tag links ● Create Dashboards ○ Focus on areas you are currently investing marketing time/money
  22. 22. 30-Days - Tweak ● Review first month of data ● Look for anomalies in tracking data (may mean errors in setup) ● Seek to understand user behavior
  23. 23. 60-Days Analyze ● More time and resources should be spent analyzing data than collecting data ● Look for anomalies in tracking data (may mean errors in setup) ● Seek to understand user behavior
  24. 24. Part 2: Social Media Analytics
  25. 25. Social Media is fundamentally a social medium, not a transactional medium. (don’t pimp your wares!!!)
  26. 26. Why do we do social media? Good reasons: ● Tell your story ● Spark conversation ● Engage with others Not so good reasons: ● Ask for money ● Talk about YOU
  27. 27. So what do we measure?
  28. 28. Conversation Rate # of Comments or Replies per Post
  29. 29. Amplification Rate # of shares/retweets per post
  30. 30. Applause Rate # of likes/favorites per post
  31. 31. Economic Value Sum of Short and Long Term Revenue & Cost Savings
  32. 32. Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  33. 33. Tools: True Social Metrics Hootsuite Buffer This one tracks applause, amplification, and conversation rates.
  34. 34. Questions?
  35. 35. Contact Information Third Sector Enterprises Art Bavoso art@thirdsectorenterprises.com http://thirdsectorenterprises.com Analytive Tyler Brooks tyler@analytive.com http://analytive.com
  36. 36. Further Reading ● http://www.kaushik.net/ ● https://analyticsacademy.withgoogle.com/ ● http://digitalworkshopcenter.com/class/google-analytics-business/ ● http://analytive.com/blog/

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