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SharePoint Summit Toronto Presentation

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Measuring SharePoint Adoption and Engagement. In this presentation, Peder Enhorning, President & CEO, Unilytics Corporation, expounds on the importance of using web analytics to measure SharePoint engagement, productivity, process streamlining and automation, and preferred communication channel.

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SharePoint Summit Toronto Presentation

  1. 1. Measuring SharePoint Adoption and EngagementPeder EnhorningPresident & CEO, Unilytics Corporation
  2. 2. Agenda• Web Analytics Basics• SharePoint Web Sites• What to Measure; Importance of KPIs• Governance• SharePoint Web Analytics• SharePoint KPIs• Collection of Measures & Reporting Options• Q&A
  3. 3. Unilytics Overview• Leading provider of Web Analytics technologies and services• Since 2001• SharePoint web analytics since 2008• 800+ customers across North America• Largest in Canada and Top 5 in North America
  4. 4. Web Analytics“is the measurement, collection, analysisand reporting of web data for purposesof understanding and optimizing webusage”
  5. 5. Web Analytics FailureSold as Reporting Tool.…….instead of as Optimization Tool
  6. 6. Web AnalyticsWhy create a web site?What’s its purpose?What are we trying to accomplish?
  7. 7. Types of sitesMAKE MONEY
  8. 8. Types of sites SAVE MONEY
  9. 9. Types of sites• Lead generation • Customer education• Brand awareness • Self-service• eCommerce • Customer service• Social networking • Informational• Entertainment • Intranet MAKE MONEY SAVE MONEY
  10. 10. Intranet site• Time savings• Reduced paperwork• Improved Communication• Improved Collaboration• Cost savings
  11. 11. Intranet use1. Communication and collaboration2. Web publishing3. Business operations and management4. Intranet portal management
  12. 12. Communication and collaboration • send and receive e-mail, faxes, voice mail, and paging • discussion rooms and chat rooms • audio and video conferencing • virtual team meetings and project collaboration • online company discussions as events (e.g., IBM Jams) • inhouse blogs
  13. 13. Web publishingDevelop and publish hyperlinked multi-media documents such as:• policy manuals• company newsletters• product catalogs• technical drawings• training material• telephone directories
  14. 14. Business operations and management • order processing • inventory control • production setup and control • management information systems • database access
  15. 15. Intranet portal management• centrally administer all network functions• give users access to a variety of internal and external business tools/applications• conduct regular user research to identify and confirm strategy (random sample surveys, usability testing, focus groups)
  16. 16. Employee Productivity How do information workers spend each week? • Assume $75,000 per employee Email (13 hours) $21,000 Info. Searching (9 hours) $14,000 Analyzing info. (8 hours)Comm./collaborating (6.5 hours) $54,000 $13,000 $11,000 Creating content (6 hours) $10,000 Publishing info (4 hours) $6,000 Source: IDC 2009
  17. 17. Employee Productivity• $75,000 per year• Save 1 hour per week (assume 40 hrs/wk) Min• 10,000 employees• Saving of $19 million! $300,000!
  18. 18. Decision Maker
  19. 19. Why President?SharePoint cost
  20. 20. Why President?Communication Vehicle
  21. 21. Unilytics Web Analytics Maturity Model Roadmap of progression for web analytics Task oriented
  22. 22. PHASE 1 PHASE 2 PHASE 3 PHASE 4 PHASE 5Planning & Preparation Web Metrics Behavior Optimization e-Marketing Corporate Strategy System Infrastructure Page View/Visitor Funnel/Path Analysis Commerce Tracking Analytics-Based Planning Reporting Content Serving Analytics Solution Top 10 Reporting Segmentation 1:1 Visitor Tracking Enterprise Governance Acquisition Integration Basic Web Analytics Top Entry/Exit Pages Campaign Lifetime Value ROI Calculation Governance Management Basic Web Analytics Other Basic Reporting Search Engine Personas & Scoring Cross-Channel Training Optimization (SEO) Models Integration Requirements Report Interpretation Personalization Intelligent Call Activity-Based Costing Definition & Actioning Tracking (ABC) Business Dashboards A/B & Multivariate Email & CRM Predictive Analytics Goals & Objectives Testing Integration Key Performance Advanced Tag Social Media Alerts Strategic Planning Indicators (KPI) Configuration Measurement Strategic Consulting Advanced Consulting Basic Training & Impl. Unique Visitor Intelligence Integration
  23. 23. What to measure?Analysts spend 90% of time measuring andcreating reports on:• page views• number of visitorsIs that worth measuring?
  24. 24. What to measure?More visitors?We want more CONVERSIONS
  25. 25. Many conversions exist in INTRANETS• Rate a page • Post comment or • Complete application• Scroll to the bottom feedback • View account statement• Successful logins • Download document • Rate content• Fill in form • Complete the video • Supply e-mail/buddy list• Set up My Account • Register for event • Post link-back• View a video • Print coupon • View blog entry• Update profile • Click on promo • Rate article on external• Read about event • Opt-in service• Respond to an e-mail • Submit question • Sign-up for podcast campaign • Contact via cross- • Change site preferences• Forward to a friend channel • View details of• Make a payment • In-store purchase information
  26. 26. How to measure conversions? Key Performance Indicators (KPIs)
  27. 27. Key Performance Indicators (KPIs) KPIs quickly inform how the organization is performing
  28. 28. How do you define KPIs?
  29. 29. What are NOT KPIs• Number of Visitors• TOP 10’s • pages, visitors, downloads, countries, etc.
  30. 30. What ARE KPIs - RAPR• Rates• Averages• Percentages• Ratios
  31. 31. What ARE KPIs• Rates  Form-fills• Averages  Rating per Article• Percentages  Registrations to Visitors• Ratios  Submit Question All should be looked at over time
  32. 32. Goals & Upper Management High level business Goals & Objectives Objectives Critical Items that are vital for a strategy to Middle Management be successfulSuccess Factors Special Metrics that tell you how you KPIs Analytics Team are doing Relationship of Measures Metrics Technical Staff Rates, Averages, Percentages or Ratios Measures Raw numbers and data Analytics data (web analytics data, off-line touch-points, customer databases, email marketing)
  33. 33. Goals & Objectives Critical Success KPIs are driven by Factors business Goals KPIs BUT… Metrics KPIs are constructed from Measures Measures
  34. 34. Goals & Objectives Increase Sales Critical Success Increase Leads by 25% next 12 months Factors Conversion ratio of visitors to leads, KPIs leads per referrer Conversion ratio of visitors to leads, PDF Metrics downloads by registered visitor, leads per referrer Measures Visitors, leads, PDF downloads, registrations, referrers
  35. 35. Goals & Objectives Decrease Support Services Cost Critical Success Decrease Call Center calls by 20% next 12 months Factors Ratio of call center calls to online KPIs support, self-service registration per employee Ratio of call center calls to online support, self-service registration per Metrics employee, PDF downloads by employee Visitors, call center calls, page views, PDF Measures downloads, self-service registrations, referrers
  36. 36. Goals & Objectives Improve Productivity, Reduce Cost Critical Success Decrease average search duration by 1 Factors minute in the next 12 months Ratio of Search per visits, average time KPIs spent on search results page Ratio of Search per visits, average time spent Metrics on search results page, Likes by employee Measures Visitors, Likes, searches, page views, searches consumed, time spent on search result, PDF downloads, registrations
  37. 37. Web Analytics GovernanceManaging people, technology and processestoward a common goal
  38. 38. Web Analytics Governance• Accountability – who does what, when, why and how• Accessibility – ensure analytics and reports are accurate, available, timely, and of direct value to stakeholders• Community – Representation from all relevant business owners and technology teams• Uniformity – Definitions and policies set for all analytics reports, terminology, KPIs & calculations, reporting cycles, information dissemination, and routine review of governance for enhancements
  39. 39. Web Analytics Governance Centralized Model
  40. 40. Web Analytics Governance Decentralized Model
  41. 41. Web Analytics Governance Federated Model
  42. 42. SharePoint Analytics - SummaryCharacteristics: • Users typically log in to use the system enabling excellent unique visitor tracking • Internal sites discourage tracking by hosted services, making software on premise attractive • Native SharePoint analytics is very limited
  43. 43. SharePoint – 2011• 125+ million licenses of SharePoint have been sold• 20,000 new users are added every day• 94,000 Partners have been trained to use SharePoint• 65,000 customers and counting
  44. 44. SharePoint – Document Collaboration Community Engagement:  View the interaction between: • Unique individuals • Teams • Departments • Organization as a whole
  45. 45. SharePoint – Social PlatformMy Sites (My Newsfeed, MyContent, and My Profile)Enables users to:• Tag• Comment on• Rate content of interest to them
  46. 46. SharePoint “Measures”1. Content Interaction2. Content Use3. Findability4. Support5. Subscriptions6. Campaigns & Conversions7. Communication Channels8. Chat
  47. 47. Measures – Content Interaction• Errors• E/F consumption• Meta Tag Values; authors, key words, subject• Breadcrumbs• Document Actions• Page Render Time• Personalization Actions (My Sites)• Position• Web Parts
  48. 48. Measures – Content Use• Comments; indicate content of interest• Favourites, Comments & Likes• Prints Forms; hard copy vs online• Alert Subscriptions• Downloads
  49. 49. Measures – Findability• Result Pages Viewed• Search Refinements• Search Result Count• Search Terms
  50. 50. Measures – Support• Issue Code• Resolution Code
  51. 51. Measures – Subscriptions• Document Library Links• RSS Article Requests & Subscriptions• RSS Feed Reads
  52. 52. Measures – Campaigns & Conversions • Conversions • Visitors • Visits
  53. 53. Measures – Communication Channel• Blog Reads• Blog Writes• Chats• Comments• E-Mail• Forum Post• Rich Media• RSS
  54. 54. Measures – Chat• Incident Code; purpose of chat session• Requestor & Responder• Sessions & Session Length
  55. 55. SharePoint KPI Categories1. Increased Engagement2. Increased Productivity3. Preferred Communication Channel4. Process Streamlining and Automation
  56. 56. Increased Engagement KPIsBased on the goal of supporting corporateculture and communities.KPIs are related to measuring adoption of theintranet and cultural influence and thefacilitation of culture the intranet provides.
  57. 57. Increased Engagement KPIs• Average List Subscriptions per User• Average Visit Duration by Team• Ratio of Active Documents by Team members• Percent of Communications Via Intranet• Percent of Daily Bulletin Sends With Activity• Ratio of Content Rejections to Approvals• Ratio of Visits to Visitors
  58. 58. Increased Engagement KPIs (con’t)• Percentage Web Parts per content• Average "Likes" per Item• Average Searches Executed per Visit• Average Refinements per Search
  59. 59. Increased Productivity KPIsBased on the goal of promoting innovation inprocess.KPIs evaluate the impact the intranet has onimproving staff member’s productivity.
  60. 60. Increased Productivity KPIs• Average Searches Executed per Visit• Ratio of Searches per Visit• Ratio of Home Page Personalization Activities to Visits• Most Active Sites/Sub-Sites• Top Exit Pages
  61. 61. Preferred Communication ChannelBased on the goal of enhancing staffcollaboration and facilitating thecommunications between staff members.KPIs measure how well the intranet increasesand eases collaboration between staff andteams.
  62. 62. Preferred Communication Channel KPIs • Average Comments per Item • Ratio of Support Calls to Online Support • Average Blog Subscriptions per User • Percentage of New vs. Returning Visitors • Ratio of Video Starts to Video Completes • Top Campaigns Driving New Visitors
  63. 63. Process Streamlining and Automation KPIs Based on the goal of becoming a business enabler and fostering greater knowledge sharing between teams. KPIs deal with evaluating how well the intranet improves internal processes.
  64. 64. Process Streamlining and Automation KPIs • Ratio of "Contact Us" Views per page • Percentage Change Requests Submitted by Site • Percentage Requests by Team • Percentage Searches Used by Search Result Type
  65. 65. Web Analytics PackagesWebtrends • Invented WA • IIS logs • Java Script • Software on Premise and SaaSAdobe SiteCatalyst • Market leader • Java Script • SaaSGoogle Analytics • Free • Java Script • SaaS • No PII
  66. 66. + JS Tagging Page views   Web Parts Visitors   Breadcrumbs Paths   Searches Visitor sources   Sites/Sub-sites Campaigns   Document Actions   Widgets
  67. 67. Web analytics for SharePoint
  68. 68. SharePoint Web Analytics SharePointWeb Analytics Server Reports
  69. 69. SharePoint Web Analytics Modify web analytics tag SharePoint + Modify key SharePoint files (core.js) Analytics Modify standard SharePoint files (Master Pages)
  70. 70. Hosted JavaScript Webtrends Software JavaScriptSharePoint User Remote JS Collection Server Local JS Collection Server
  71. 71. Solution ComparisonReporting MethodTechnology
  72. 72. Solution ComparisonReporting Method Log based reportingTechnology Process standard Log Files
  73. 73. Solution ComparisonReporting Method Log based Out-of-the-box reporting JavaScriptTechnology Process Webtrends, GA, standard Log Omniture Files
  74. 74. Solution ComparisonReporting Method Log based Out-of-the-box Customized reporting JavaScript JavaScriptTechnology Process Webtrends, GA, Customized tagging standard Log Omniture script by WA vendors Files
  75. 75. Solution ComparisonReporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScriptTechnology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js
  76. 76. Solution ComparisonReporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScriptTechnology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js  Web Parts, Breadcrumbs,Content Groups
  77. 77. Solution ComparisonReporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScriptTechnology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js  Web Parts, Breadcrumbs,Content Groups  Document Actions;downloads, checkouts
  78. 78. Solution ComparisonReporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScriptTechnology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js  Web Parts, Breadcrumbs,Content Groups  Document Actions;downloads, checkouts  Unique Visitor tracking
  79. 79. Solution ComparisonReporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScriptTechnology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js  Web Parts, Breadcrumbs,Content Groups  Document Actions;downloads, checkouts  Unique Visitor tracking   Leave underlyingSharePoint untouched
  80. 80. Solution ComparisonReporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScriptTechnology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js  Web Parts, Breadcrumbs,Content Groups  Document Actions;downloads, checkouts  Unique Visitor tracking   Leave underlyingSharePoint untouched   SharePoint hosted servicesupport
  81. 81. Dashboards
  82. 82. Dashboards• Emphasize graphics over text• Measure against specific objectives – using KPIs• Fit on a single page (without scrolling)• Single glance with little or no “interpretation” necessary• Are customized specifically for the information consumer
  83. 83. Dashboards• Automated Excel based dashboards• Only updates changes• Eliminates weekly or monthly summary report creation!
  84. 84. 4 Pillars of Web Analytics1. Requires continual monitoring and being proactive2. Cross-channel, not departmental or in silos3. Powered by people and processes, not just technology4. Depends on interpretation, not data collection and reporting
  85. 85. 87

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