The Value of Key Performance Indicators: Unlock Your Data

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Learn about KPIs, the process recommended to select relevant measures and tips on presentation that counts.

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  • AGENDA Web analytics intro Rewards & Barriers Where to begin Presentation matters
  • The Value of Key Performance Indicators: Unlock Your Data

    1. 1. The Value of Key Performance Indicators: Unlock Your Data Kathy McShea 2008
    2. 2. Agenda <ul><li>Web Analytics Intro: Who and how </li></ul><ul><li>Rewards: Benefits you gain </li></ul><ul><li>Barriers: The elephant in the room </li></ul><ul><li>Where to Begin: Practical tips </li></ul><ul><li>Presentation Matters: The Dashboard </li></ul>
    3. 3. Critical Success Factors <ul><li>What is the biggest Web issue we face today? What’s at stake if we fail to address this issue? </li></ul><ul><li>Is our site an effective communications channel? How do you know? </li></ul><ul><li>How do you ensure important Web communications get noticed and understood? </li></ul><ul><li>Are responsibilities clearly defined? </li></ul><ul><li>How do you know if we are succeeding or failing? </li></ul><ul><li>How do you ensure that content is posted in a timely fashion and remains up to date? </li></ul>
    4. 4. Web Analytics Why do we care? Is it working? What should we do? Why are they coming? Where are they going? Where are they coming from? What are they doing? s What are our goals? Web Analytics at 10,000 Feet
    5. 5. An Ocean of Data ...
    6. 6. GoogleAnalytics – it’s free <ul><li>Customizable dashboard </li></ul><ul><li>Scheduled email reports </li></ul><ul><li>Data in context </li></ul><ul><li>Links to AdWords </li></ul><ul><li>Better visuals </li></ul><ul><li>Are you a report gatherer OR do you deep dive? </li></ul>
    7. 9. USHR eMetrics <ul><li>Web Systems Branch of HIR offers access to URCHIN data </li></ul><ul><li>URCHIN now owned by GoogleAnalytics </li></ul><ul><li>Deep, rich data is a click away </li></ul><ul><li>But what does it mean....??? </li></ul>
    8. 10. Web Analytics Activity Cycle <ul><li>Discovery </li></ul><ul><ul><ul><li>Business/Web mission, goals and objectives </li></ul></ul></ul><ul><ul><ul><li>Web analytics maturity: who, what and how </li></ul></ul></ul><ul><ul><ul><li>Current pain points and challenges </li></ul></ul></ul><ul><li>Translate Web goals into KPIs </li></ul><ul><li>Setup tools to pull data </li></ul><ul><ul><ul><li>Provide Google Analytics & CrazyEgg training </li></ul></ul></ul><ul><ul><ul><li>Establish an historical baseline </li></ul></ul></ul><ul><li>Analysis counts! </li></ul><ul><ul><ul><li>Trending: assess current vs. baseline metrics </li></ul></ul></ul><ul><ul><ul><li>Insights > Impact > Quick Wins vs. long-term </li></ul></ul></ul>
    9. 11. The Elephant in the Room <ul><li>Analysis Problems </li></ul><ul><li>What to measure? </li></ul><ul><li>Misinterpretation </li></ul><ul><li>Lack of analysis </li></ul><ul><li>Management Problems </li></ul><ul><li>Low executive engagement </li></ul><ul><li>No action </li></ul><ul><li>Missed opportunities </li></ul><ul><li>Setting priorities for staff time/resources </li></ul>
    10. 12. Your Marketing Job: Complex FINDING : 15 percent of your time is spent on Web development & maintenance
    11. 13. Rewards Await! <ul><li>Understand your site visitors </li></ul><ul><li>Improve user experience </li></ul><ul><li>Make smart decisions </li></ul><ul><li>Improve resource allocation </li></ul><ul><li>Increase return on investment </li></ul>
    12. 14. Key Performance Indicators (KPIs) Selection Criteria Start Small Schedule Reports Relevant Timely Instantly Useful NLT quarterly Identify audience(s) Don’t forget meetings! Adopt Action Orientation! Traffic/Reach Search Satisfaction (SUS) Actions Outcomes <ul><li>Problem </li></ul><ul><li>Metric </li></ul><ul><li>Hypothesis </li></ul><ul><li>Fix </li></ul><ul><li>Test </li></ul><ul><li>Analyze </li></ul><ul><li>Action </li></ul>
    13. 15. System Usability Score
    14. 16. Audience-Centric KPIs ..... <ul><li>AF Portal Team: 10 </li></ul><ul><ul><li>Reach (Traffic trends by month) </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Satisfaction (quarterly) </li></ul></ul><ul><ul><li>Top Page Entry Points </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Adoption </li></ul></ul><ul><ul><li>Page Influence (top editorials) </li></ul></ul><ul><ul><li>Savings (monetize top 10 downloads) </li></ul></ul><ul><ul><li>Loyalty (time per visit, trends) </li></ul></ul><ul><ul><li>Help desk (Problem types only) </li></ul></ul><ul><li>Exec Level: 3 </li></ul><ul><ul><li>Reach (Traffic) </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Satisfaction </li></ul></ul><ul><li>CM Level: 5-7 </li></ul><ul><ul><li>Reach (Traffic) </li></ul></ul><ul><ul><li>Top Entry (Popularity) </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Satisfaction </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Page influence (top editorials) </li></ul></ul><ul><ul><li>Savings (monetize top 10 downloads) </li></ul></ul>notional
    15. 17. <ul><li>Reach : does our key audience know about us? </li></ul><ul><li>Relevance : are we providing what our key audiences want? </li></ul><ul><li>Packaging : is the information we provide in a consistent usable format? </li></ul><ul><li>Access & Collaboration : are staff experts made available and used? </li></ul><ul><li>Quality : are we delivering a superlative Web experience? </li></ul>Conceptual KPIs notional
    16. 18. Leap into the Future... <ul><li>Negotiate agreements </li></ul><ul><ul><li>Metrics format </li></ul></ul><ul><ul><li>Metrics owner </li></ul></ul><ul><ul><li>Metrics audience segments </li></ul></ul><ul><li>Routine “voice-of-the-customer” meetings </li></ul><ul><ul><li>NLT quarterly </li></ul></ul><ul><ul><li>Invite all appropriate stakeholders </li></ul></ul>
    17. 19. Presentation: Style Matters <ul><li>Trending compares over time </li></ul><ul><li>Adopt quad-chart style dashboard view </li></ul><ul><li>Report goals: </li></ul><ul><ul><li>Make it actionable </li></ul></ul><ul><ul><li>Hold owners accountable </li></ul></ul><ul><ul><li>Improve take-aways </li></ul></ul><ul><ul><li>Seed decision-making discussions </li></ul></ul>
    18. 20. <ul><li>ISSUES TO MEASURE... </li></ul><ul><li>Are we paying attention to the right content? Which top level navigation gets the most clicks? </li></ul><ul><li>What is the status on migrating applications; are we focused on the applications our users care about? </li></ul><ul><li>Are the complaints about search justified? </li></ul><ul><li>Of all the new functionality we’re introducing, which functions are getting used and where must we focus our outreach efforts? </li></ul>
    19. 21. KPI: Traffic-1 <ul><li>Key Trend/Insights </li></ul><ul><li>Workspace is top landing page after home </li></ul><ul><li>Life content 2 nd place in popularity </li></ul><ul><li>Org content not in top five </li></ul><ul><li>Actions </li></ul><ul><li>This data provides better data to understand user behavior than existing metric slides – Can we reformat? </li></ul><ul><li>A top five view of impact KPI should be shared with stakeholders weekly </li></ul><ul><li>Impact on Red/Yellow Status </li></ul><ul><li>Absence of info about AF Portal page popularity leaves us “flying blind” </li></ul><ul><li>Expectations about org pages will be impacted by knowledge of current user behavior </li></ul>Metrics Owner : TBD Status:
    20. 22. KPI: Traffic-2 <ul><li>Key Trend/Insights </li></ul><ul><li>AF Portal content and toolbar use outpaces applications </li></ul><ul><li>Mission applications represent 10% of visitors, 1/3 of application traffic </li></ul><ul><li>More users come for self service than any other app </li></ul><ul><li>Actions </li></ul><ul><li>Create one-stop shop, to unify/simplify training apps </li></ul><ul><li>Repair missing feedback loop with self-service applications </li></ul><ul><li>Success with static content migration requires focus </li></ul><ul><li>Impact on Red/Yellow Status </li></ul><ul><li>Content App line should disappear during migration and move to AF Portal section </li></ul><ul><li>As content gets more rich, AF Portal Content subtotal should grow </li></ul>Metrics Owner : TBD Status:
    21. 23. KPI: Search <ul><li>Key Trend/Insights </li></ul><ul><li>Career content owns most of search problems </li></ul><ul><li>CMs unaware of rules of posting for friendly search </li></ul><ul><li>Top Viewed on home must reflect search analysis </li></ul><ul><li>Actions </li></ul><ul><li>Brief/follow-up with A1 on issues raised by search logs </li></ul><ul><li>Complete search guidelines paper with clear instructions for CMs </li></ul><ul><li>Adjust top viewed content </li></ul><ul><li>Impact on Red/Yellow Status </li></ul><ul><li>A1 awareness may lead to adjustments in navigation </li></ul><ul><li>CM awareness should improve metadata for better searches </li></ul><ul><li>Top Viewed maintenance </li></ul>Metrics Owner : TBD Status:
    22. 24. KPI: Adoption (from Sept 1-7) <ul><li>Key Trend/Insights </li></ul><ul><li>RSS feeds are low </li></ul><ul><li>Favorites are low </li></ul><ul><li>Workspace is low </li></ul><ul><li>Actions </li></ul><ul><li>Develop communications plan to get the word out on existing capabilities </li></ul><ul><li>Add to user help to promote instructions for existing capabilities </li></ul><ul><li>Enhance usability of add to workspace </li></ul><ul><li>Impact on Red/Yellow Status Goal: d ouble usage of target capabilities inside three months time </li></ul><ul><li>Multichannel Outreach should include SAF/PA, base papers </li></ul><ul><li>Usability and user help requires resources for content/code enhancements </li></ul>Metrics Owner : TBD Status: 5,103 Active communities 1,294 RSS feeds in workspace 105,118 Custom workspace blocks 76,001 User Favorites 64,911 Apps in workspace 178 Persistent Chatrooms 44,023 FFIM users 137,765 AFIM users
    23. 25. An Ocean of Data ... KPIs are your lifesaver
    24. 26. What are YOU ready for? <ul><li>Full KPI support </li></ul><ul><ul><li>NLT quarterly with stakeholder mtg support </li></ul></ul><ul><ul><li>Qualitative (survey) + Quantitative (log analysis) </li></ul></ul><ul><li>KPI jump-start (produce first report) + DIY (do it yourself) training </li></ul><ul><li>Select KPIs with stakeholders </li></ul><ul><ul><li>Facilitated meeting + action plan </li></ul></ul><ul><li>System Usability Score survey </li></ul><ul><ul><li>setup + launch + report/analysis </li></ul></ul>
    25. 27. Questions?
    26. 28. Contact Us <ul><ul><ul><ul><li>Kathy McShea Owner & Founder Emerald Strategies, Inc. 202.543.2112 </li></ul></ul></ul></ul><ul><li>Web Management & Marketing ~ http:// www.emeraldstrategies.net </li></ul><ul><li>Media Training ~ http:// www.prclinic.com </li></ul><ul><li>Join my professional network ~ http:// www.linkedin.com/in/kathymcshea </li></ul>
    27. 29. About Us <ul><li>Experience: </li></ul><ul><ul><li>Chief spokesperson US Senator Carl Levin </li></ul></ul><ul><ul><li>Media Director, DC Office, Consumers Union </li></ul></ul><ul><ul><li>Consumer Information Director, Dept of Energy </li></ul></ul><ul><li>Clients: </li></ul><ul><ul><li>US Air Force </li></ul></ul><ul><ul><li>US House of Representatives </li></ul></ul><ul><ul><li>World Bank & IFC </li></ul></ul><ul><ul><li>FCC </li></ul></ul><ul><ul><li>Congressional Management Foundation... and others </li></ul></ul>Emerald Strategies Inc., founded in 2001, is a woman-owned Web management consulting firm that delivers high-impact communications... Our Focus : We make public sector organizations stronger

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