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Google Analytics Automated Dashboard and Case Studies


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Short presentation introducing an automated Google Analytics dashboard that provides robust data segmentation for a variety of important web metrics. Also included are Smithsonian Institution case studies showing how the resulting data and analysis were used to support and confirm progress toward institutional goals. From Museums and the Web 2013, Portland, OR.

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Google Analytics Automated Dashboard and Case Studies

  1. 1. Click Here For Customized DataGoogle Analytics Automated Dashboardand Case StudiesMW 20134/20/2013Brian AlpertWeb Analytics and SEM AnalystOffice of the CIOSmithsonian InstitutionEffie KapsalisHead of Web & New MediaSmithsonian ArchivesSmithsonian Institution
  2. 2. 2Topics• Web Analytics Process• GA Data Grabber• Data Grabber Dashboard• Case Studies• Dashboard copying for attendees
  3. 3. Web analytics step-by-step process Articulate your program‟s goals Decide strategies to achieve those goals Decide tactics to pursue the strategies Decide what and how to measure Benchmark to get a sense of what‟snormal3
  4. 4. 4GA Data Grabber (GADG) Extracts data from the GoogleAnalytics API Easy-to-use and customize Exceptional charting capabilities Commercial product 14 days free $300 per year Limited documentation and support Excel for Windows2003/2007/2010/2011 There are other GA automation tools GADG was chosen for its ease of useand charting
  5. 5. 5Data Grabber Dashboard „Engagement‟ metrics Visit Frequency Visit Length Visit Depth New vs. Returning Visits Bounce Rate Conversion Rate Search Engines A foundation to make data actionable “Key Trends and Insights” “Impact on Site/Museum” “Steps Being Taken” The easily updated, trended datamakes the dashboard a powerful tool.
  6. 6. 6Case Studies
  7. 7. Smithsonian Archives Smithsonian-History Goal One of SIA‟s goals: “become thedefinitive source on theSmithsonian‟s history” History content was segmented Compared visit-depth for ALL webvisitors to HISTORY visitors Data for high-visit-depth segmentwas remarkable Percentage of HISTORY visitswas 94% higher than ALL visits 1.21% average for ALL visits 2.35% average for HISTORY visitsHistory-contentvisitsAll visits
  8. 8. Smithsonian Archives Women‟s History Month Campaign Month-long, image-focused, crowdsourcing/outreachcampaign Pinterest, Facebook, Tumblr Goal: attract / engage audiences with“women in science” collections Compared all visits vs. “WHM social” visitsfor moderate / high visit frequencysegments Social media website visits are "streaky" –they reflect daily activity WHM segment exhibited higherpercentages of moderate (2-9) and high(10+) visit frequency Peaks as much as 2-4X higher Referral traffic from the targeted socialmedia sites increased by 52%WHM ‘social’visitsAll visitsWHM ‘social’visitsAll visits
  9. 9. 9Archives of American Art / Wikipedia Collaboration AAA wanted to make theircontent more accessible toyounger students They worked with Wikipediato expand their offerings We compared segments ofWikipedia visitors to othervisitors Wiki-referred visitors wereincreasingly less likely to(need to) visit the AAA sitemany times This contrasts with the stabletrend of all visitsAll visits, highfrequencyWikipedia visits,high frequency
  10. 10. 10Archives of American Art Wikipedia Case Study Wikipedia-referred visitors wereless likely to ask Smithsonianstaff for help via “contact us” Reduces the burden onSmithsonian staffers The same datapoint for twoother segments is shown Returning visitors Visitors from search enginesReturningvisitorsWikipediavisitorsVisitors fromsearch engines
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  13. 13. Is the trend statistically significant?• Control Limits Definition• Avinash’s blog post• ‘Instant Cognition’ (ClintIvy) blog postFour of thirteen datapointsare outside of the upperand lower control limitranges, 30% of the data.Is that enough to say yes,that‟s a statisticallysignificant trend? Theanswer is subjective, butarguably so.
  14. 14. All Visits data tells a nice story...14Minimal loyaltygroup (purple)downward trendindicatesimproving contentengagementHigh loyaltygroup (blue)upward trendindicates sameThis Impact of this Data on the Site or Program• This good-looking chart may indicate high content engagement and/or perceived value• This data may correlate to increasing conversion behaviorsActing on this Data• Identify moderate and high loyalty pages as a means of duplicating, or improving others• Examining conversion behaviors of these segments may yield addl insights• Correlating high bounce rate pages to one-time visits may yield addl insights• Test different content types in an attempt to move minimal visitors into moderate groupKey Trendsand Insights
  15. 15. 15This Impact of this Data on the Site or Program• Organic search listings are driving poorly-targeted traffic• Will result in decreased organic search performance over timeActing on this Data• Refocus title tags, meta-description tags and page content for important pages• Perform link analysis to see where other SEO improvements can be madeMinimalfrequency groupupward trendindicates organiclistings are notappropriatelytargetedModeratefrequency groupdownward trendindicates sameHigh frequencygroup trendingslightly downward,in contrast toprevious chart‟supward slopeKey Trendsand Insights…But applying segmentation tells a different story