Mark Farmer - Google Analytics: Business Intelligence for Non-profits
You know your audience like the back of your hand, right? Without hard data, however, you may not know them nearly as well as you think. What do they want? Where do they come from? What do they think about you? These are the kind of questions business intelligence answers, and Google Analytics helps you tap into that intelligence. It connects the dots between you and your audience through your website, helping you communicate more efficiently and make better business decisions.
In this session, Mark Farmer will take you from the basics of Google Analytics, the most popular web statistics package for nonprofits, through some of the more advanced features. By the end you’ll understand how to track your visitors and their behavior, profile them, create goals and much more.
Takeaways: - A solid understanding of online statistics and how they can benefit you and your organization - Firm knowledge of how to get started with Google Analytics - A roadmap for how to dive deeper and get even more out of your statistics
My Modus Operandi: info-bombing• Hang onto your hats.• My information is the bomb.
What’s in it for you• In a sea of arbitrary measures of success, it’s the least arbitrary & most impactful• People vote with their clicks.• It’s the intelligence that lets you know what you’re doing well and what needs improvement.• Helps you discover the hidden interactions happening every day on your website, the ‘untold stories’.
Business Intelligence• If you can track what visitors to your site are doing, you can optimize their experience.• For an e-commerce site, this means $ in the bank.• For non-profits, this also means $ in the bank (more visitors = more users = more sponsorships & other opportunities).• It also means greater engagement & greater satisfaction through better content & better usability.
Analytics• Why is it so important to track visitors? – Everyone says they know their audience really well. – Most organizations don’t know their audience nearly as well as they think. – They’re not perfect, but site statistics don’t have an agenda, and they’re brutally frank.
Analytics = Flaky• Historical data – Look at June 6 today – Tomorrow we look at June 6 again – Data can shift• Sampling – 500,000 + data points (visits)• “Fast access mode”
In-page analytics• Used to show clicks on a link• Convenient way to pop around the site and see what’s what.
Super cool: visualizations• Apps: http://www.google.com/analytics/apps• Gadget gallery: http://code.google.com/apis/chart/interactive/docs/gadgetgallery.html
Other tools• Google Website Optimizer: google.com/analytics/siteopt/• Google URL Builder: google.com/support/analytics/bin/answer.py?answer=55578• Clicktale.com – heat mapping via cursor trails• Pion: atomiclabs.com
Recommendations• Harvest business intelligence, not “we’re down 2% this quarter.”• Find the stories behind the numbers, the stories that paint a picture of user behaviour.