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Practical experiences of evidence based change management using Google Analytics

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MuseumNext 2012 session discussing how statistics can be used to manage expectation of resources with practical hints and tips from real implementations. This session was about influencing organisational attitude and did not require an extensive knowledge of either web technology, nor of Google Analytics.

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Practical experiences of evidence based change management using Google Analytics

  1. 1. Andrew LewisDigital Content Delivery ManagerVictoria and Albert Museum, Londonlinkd.in/andrewlewisPractical experiences ofevidence-based change managementusing Google AnalyticsMuseumNext, Barcelona 2012
  2. 2. What’s in the box?
  3. 3. What’s in the box? Què?
  4. 4. Some bigquestions
  5. 5. • How should we change?• What evidence can we gather?• What knowledge can we gain?• How can we apply it?
  6. 6. Change how?
  7. 7. Change management theory
  8. 8. CulturePeople Process
  9. 9. 1 2 Planned Disruptive change change Incremental Experiment /riskimprovement of to understandcurrent process meaning of change Long term - Short term - predictable unpredictable benefits benefits
  10. 10. Change is...
  11. 11. But enough theory...
  12. 12. Case studyPromoting an online donation form
  13. 13. Marketing Channels being usedthat we wish to track• Facebook• Twitter• Email newsletter (general marketing)• Email newsletter (paid Members only)• Site promotional module
  14. 14. Marketing Channels being tracked• Facebook• Twitter• Email newsletter (general marketing)• Email newsletter (paid Members only)• Site promotional module
  15. 15. Google custom URL builder
  16. 16. Google Analytics URL Builder
  17. 17. Before http://www.vam.ac.uk/content/articles/s/stained-glass-appeal/ Afterhttp://www.vam.ac.uk/content/articles/s/stained-glass-appeal/?utm_source=utm_source&utm_medium=site-promo-module&utm_campaign=stained-glass-2012
  18. 18. Google AnalyticsAdvanced segments
  19. 19. How to set up an Advanced Segment
  20. 20. How to display an Advanced Segment
  21. 21. Campaign report in Google Analytics
  22. 22. How to find your campaign report!
  23. 23. Marketing Channels being tracked• Facebook• Twitter• Email newsletter (general marketing)• Email newsletter (paid Members only)• Site promotional module
  24. 24. AllEmail newsletterTwitterFacebookSite promotional module
  25. 25. average pages Average % new BounceSource Visits % of total per visit duration customers rateStained-glass campaign traffic 590 82.9% 6.47 00:05:57 2.47% 37.0%Direct Traffic 34 4.8% 2.29 00:00:44 58.8% 44.1%Search Traffic 43 6.0% 1.17 00:00:14 16.67% 83.3%Referral Traffic 21 2.9% 1.00 00:00:00 66.67% 100.0%Total 688
  26. 26. average pages Average % new BounceCampaign medium Visits % of total per visit duration customers rateSite promotional module 497 84.2% 6.47 00:05:57 2.5% 37.0%Email newsletter (general marketing) 22 3.7% 1.67 00:03:08 0.0% 33.3%Email newsletter (paid Members only) 21 3.6% 2.00 00:00:07 33.3% 33.3%Facebook link 36 6.1% 2.20 00:07:43 20.0% 80.0%Twitter link 14 2.4% 0.00 00:00:00 100.0% 100.0%Total stained-glass campaign traffic 590
  27. 27. What we know about Facebook in thiscampaignFans 120,000Facebook post Likes 247Facebook shares 46Visits to donation form from Facebook link 36% Bounce visits 80%Number of “non-bounce” visits 7Average length of visits 7 mins 43 sec
  28. 28. What else?
  29. 29. 8,961 visits from here 18,961 visits from same header link on ALL pages (includes home page) 21,089visits from here
  30. 30. Change is...
  31. 31. 8,961 visits from here 18,961 visits from same header link on ALL pages (includes home page) 21,089visits from here
  32. 32. CulturePeople Process
  33. 33. The language of lovePeople
  34. 34. Deliveryrm menu roject pro posal fo P Standard options s? easy for you – re your objective•What •a Article ll you me asure it? •How •wi Blog fit with s trategy? s oes thiArticle •d •How Journal rd optio n, justify •t a standa •If noDownload fund the revenue w will you •Ho•Extras? bigger business t? coscase Process
  35. 35. This is what we do This is how we do it This is whyCulture
  36. 36. Andrew Lewis linkd.in/andrewlewis @rosemarybeetle instructables.com/rosemarybeetleMerci per la seva atenció Thanks for listeningMuseumNext, Barcelona 2012

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