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Digital Analytics for NonProfits
Produced by Analytive and Third Sector Enterprises
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
Who are you?
Assumptions
● You have an overarching strategic goal for your organization.
● You do marketing!
● You care about building a following.
Why measure?
“If you can’t measure it, you can’t manage it.”
- Peter Drucker
Part 1: Web Analytics
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).
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
Measurement Model
Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
Measurement Model
Who do you need?
● Someone who understands business objectives/strategies
● Someone who understands analytics
● Someone with technical skills
5 Step Measurement Planning
● Document business objectives
● Identify strategies and tactics
● Choose KPIs (key performance indicators)
● Choose segments
● Choose targets (goals/outcomes)
Step 1: Document Organizational Objectives
● Examples
○ Increase fundraising by 30%
○ Let 10,000 people know about our mission
○ Sell all seats at fundraising banquet
Step 2: Identify Strategies and Tactics
● Examples
○ Increase response in email giving
○ Creating landing page to promote event/mission
○ Drive sales through social media
Step 3: Choose KPIs
● Examples
○ Email signups
○ Unique visitors to website
○ Sales of tables
Step 4: Segments
● Examples
○ Large givers ($1,000)
○ Socially engaged followers
○ New signups
○ Never attended an event
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
Common Business Objectives
Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
Web Analytics Tools
● Wordpress Jetpack
● KissMetrics
● Mixpanel
● Optimizely
● CrazyEgg
● Google Analytics!! <- Start here
0-Day 30-Days 60-Days
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
30-Days - Tweak
● Review first month of data
● Look for anomalies in tracking data (may mean errors in
setup)
● Seek to understand user behavior
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
Part 2: Social Media Analytics
Social Media is fundamentally a social
medium, not a transactional medium.
(don’t pimp your wares!!!)
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
So what do we measure?
Conversation Rate
# of Comments or Replies per Post
Amplification Rate
# of shares/retweets per post
Applause Rate
# of likes/favorites per post
Economic Value
Sum of Short and Long Term Revenue
& Cost Savings
Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Tools:
True Social Metrics
Hootsuite
Buffer
This one tracks
applause, amplification,
and conversation rates.
Questions?
Contact Information
Third Sector Enterprises
Art Bavoso
art@thirdsectorenterprises.com
http://thirdsectorenterprises.com
Analytive
Tyler Brooks
tyler@analytive.com
http://analytive.com
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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Digital Analytics for Nonprofits