Project created for Portfolio class analytics

1. 1/13/2022 Gulfshore Ballet:
Analytics
Optimization Plan
For the week of January 6-12, 2022
Lauren Harmon
FULL SAIL UNIVERSITY

2. 1
TABLE OF CONTENTS
Introduction………………………………………………………………………………………………………………………………………2
0.1 Company Background/Information
0.2 Purpose of Report
0.3 SMART Goals Defined
0.4 KeyPerformance Indicators(KPIs) Defined
Section 1: Acquisition Overview…………………………………………………………………………………………………………4
1.1 Trend1: AcquisitionOverview
1.2 SMART Goal for Trend1
1.3 KeyPerformance Indicator(KPI)forTrend1
1.4 KeyPerformance Indicator(KPI)forTrend1: Why ApRworks.
Section 2: Device Overview………………………………………………………………………………………………………………..7
2.1 Trend 2: Device Overview
2.2 SMART Goal for Trend 2
2.3 Key Performance Indicator for Trend 2
2.4 Key Performance Indicator for Trend 2: Why Surveys work.
Section 3: Pages Overview………………………………………………………………………………………………………………….8
3.1 Trend 3: Pages Overview
3.2 SMART Goal for Trend 3
3.3 Key Performance Indicator for Trend 3
3.4 Key Performance Indicator for Trend 3: Why Call to Actions work
Conclusion…………………………………………………………………………………………………………………………………………11
References………………………………………………………………………………………………………………………………………...12

3. 2

4. 3
Introduction
0.1 CompanyBackground/Information
Gulfshore Ballet is Southwest Florida’s premier not-for-profit school of Classical Ballet. The
school has an internationally acclaimed teaching faculty and offers area students the unique
opportunity to study with professional instructors of the highest caliber. The training at
Gulfshore Ballet combines Cuban, American and Russian technique and brings a quality of
excellence not normally found outside major metropolitan cities.
0.2 Purposeof Report
To identify trends in Gulfshore Ballet’s analytics data. From this data we will develop three
SMART goals and KPI’s that reflect the positive changes we hope to make. By using analytics
data, we will be able to pinpoint areas of improvement and act upon them accordingly.
0.3 SMARTGoalsDefined
SMART goals are goals are idea that are expressed in a clarified and focused manner. The
acronym SMART stands for specific, measurable, attainable, relevant and timely. When creating
a SMART goal, it is imperative that we follow each of these key points.
0.4 KeyPerformanceIndicators(KPIs) Defined
Key Performance Indicators or KPIs for short are a way to measure performance. KPIs help to
evaluate the success of a business or a specific business-related activity.

5. 4
Section 1: Acquisition Overview
1.1 Trend1: AcquisitionOverview
Based on the report, we can see that our top channels are Organic Search (39.8%) and Direct
(38.6%). Our social media traffic accounted for just 15.7% of our overall channels this week. We
can also see that the Referrals channel is at the bottom with 6%. This channel would refer to any
website that has redirected traffic to our site. In our case this may be sites like MindBody.

6. 5
1.2 SMARTGoalforTrend 1
Taking the above information into account, we can conclude that both the social and referral
channels may need some work. While it is great that we are receiving a lot of direct and organic
search, we also want to focus on our social media presence. For purposes of this report, we will
be primarily talking about the social channel.
By increasing our presence on social media, we will be able to direct traffic back to the website.
This could include creating posts that include our website URL or simply mentioning the benefits
our website has to offer in addition to social media.
For Trend 1, the SMART goal will be to create two posts that contain or reference the
website/website URL and its benefits by January 21, 2022.
A difficulty we may face in achieving this SMART goal would be the availability to post. Gulfshore
Ballet is ran by only four paid employees and the rest being volunteers. We would have to make
sure there is someone who can dedicate the time to make sure the posts are scheduled.
1.3 KeyPerformanceIndicator(KPI)for Trend1
For Trend 1, the KPI we will follow is a metric coined by Avinash Kaushik and that is Applause rate
or ApR. This means we will be measuring the engagement on each of these posts via likes, shares
and comments and referencing this based on the information we obtain next on our top
channels to see if these posts made a difference.

7. 6
Section 1: Acquisition Overview
1.4 KeyPerformanceIndicator(KPI)for Trend1: WhyApR works.
For Trend 1, the KPI we chose to follow is Applause Rate. Applause rate gives us an idea of what
our audience likes. This metric is backed by Avinash Kaushik who is digital marketing expert. On
his blog titled Occam’s Razor, Mr. Kaushik goes into detail about why Applause Rate is important.
Mr. Kausik states that by saying, “…you want to know what the audience likes (to use the
Facebook terminology) and what they don't. You get a much deeper understanding of what your
audience likes so much that it will +1 your content (or contribution) and allow for that to be then
shown to others in their social graph” (Kaushik, 2011).

8. 7
Section 2: Device Overview
2.1 Trend2: DeviceOverview
Based on the information in the report below, we can see that a majority of our users this week
viewed our website through a mobile device with this number being at 68.6%. Desktop users
only accounted for 31.4% this week.

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Section 2: Device Overview
2.2 SMARTGoalforTrend 2
Looking at the report, we have concluded that a majority of our users are interacting with our
website via mobile devices. With that said, it is imperative that we make sure our website is as
mobile-friendly as possible.
For Trend 2, the SMART goal will be to check to see how mobile friendly the website is for our
users in comparison to the desktop version. We will accomplish this goal by January 28, 2022.
2.3 Key PerformanceIndicator(KPI)forTrend2
For Trend 2, the Key Performance Indicator (KPI) we will be following is customer satisfaction.
We need to be able to understand if our customers who are using the mobile version of our
website are having the same positive experience as their desktop using counterparts. We can
achieve this by creating a very short survey that will pop up after x amount of time on the mobile
site. The survey may include questions such as a “star rating” on how happy they are with the
current mobile site and a box for open ended comments or suggestions.
A challenge we can expect to face with this SMART goal and KPI is that we may not receive many
or enough surveys back to be able to accurately interpret the data.
2.4 Key PerformanceIndicator(KPI)forTrend2: WhySurveysWork.
Survey’s help us to understand what our customers want from us. It also gives the customer a
voice in creating a better environment for themselves.

10. 9
Section 3: Page Overview
3.1 Trend3: DeviceOverview
Based on the report below we can see that the home page (39.35%) was our top visited page
this week followed by the “classes” (18.52%) page. Every other page in the top ten has less than
10% of the total Pageviews. In addition to this information, the average view is 2:11. What we
can conclude based on this information is that our customers are finding their information
quickly and then are ending their session. We can see that the “news and events” page is just
below the middle of the list and is a page we may want our customers to view more often. For
purposes of this report, we will be focusing on turning more focus towards this page.

11. 10
Section 3: Page Overview
3.2 SMARTGoalforTrend 3
For this trend, our SMART goal will be to increase traffic to the “News and events” page by 5% by
February 21, 2022.
3.3 KeyPerformanceIndicator(KPI)forTrend3
For the third trend, the Key Performance Indicator we will be using is % of total unique page
views. We want to increase traffic to the specific page. We can accomplish this by featuring the
news page on our home page via a carousel or button that encourages our customers to take
action. This call to action will hopefully increase the traffic towards that page.
3.4 KeyPerformanceIndicator(KPI)forTrend3: Why Callto ActionsWork.
Call to Actions (CTAs) encourage customers to quite literally act on something on the website. By
creating a unique CTA, you are helping to encourage your customers to turn their attention
towards what you would like them to look at. According to the blog on Optimizely, “The call to
action is a key element on a webpage, acting as a signpost that lets the user know what to do
next (Optimizely, 2021).

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Conclusion
In summary, by looking at our Acquisition overview, Device Overview and page overview on
Google Analytics we were able to come up with three trends, and SMART goals and KPIs for
each. By defining these elements from this week, we will be able to make improves that will
improve the over all website. By continuing to interpret the data we collect weekly we can
continue to ensure that our website is built with our customers in mind, offering them
everything they need to help make sure that Gulfshore Ballet remains Southwest Florida’s
premiere ballet school.

13. 12
References
Best social media metrics: Conversation, amplification, applause, economic value. Occam's Razor
by Avinash Kaushik. (2013, December 15). Retrieved January 13, 2022, from
https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-
applause-economic-value/
Call to action. Optimizely. (n.d.). Retrieved January 13, 2022, from
https://www.optimizely.com/optimization-glossary/call-to-action/
the Mind Tools Content Team By the Mind Tools Content Team, Team, the M. T. C., wrote, Y., &
wrote, M. (n.d.). Smart goals: – how to make your goals achievable. Time Management
Training From MindTools.com. Retrieved January 13, 2022, from
https://www.mindtools.com/pages/article/smart-goals.htm