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Content Measurement and Analytics: Making Positive Change on the Web by Rick Allen - Now What? Conference 2017

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We all want to create useful, usable content—and we want to deliver that content to the right users. But how do we know what works? And how do we use these insights to inform and adapt our content strategy? What does success look like?

Join us as we relate content goals to relevant and meaningful success metrics in order to quantitatively assess the quality of our web content and the efficacy of our content strategy. Say hello to positive change on the web!

Join us and learn to:

Translate strategic business objectives into measurable content goals
Find the right metrics for the right goals (and how to avoid misleading metrics
Measure and adapt your content strategy
Effectively present analytics data to engage content stakeholders and inform their work on the web
Configure Google Analytics to support your measurement plan
Rick Allen has worked on the web his entire career to help shape communications and content strategy. Rick is co-founder of Meet Content, an online resource aiming to empower higher education to create and sustain web content that works. As principal of ePublish Media, Inc., a content strategy consultancy in Boston, Mass., Rick partners with organizations big and small to drive and sustain bold goals.

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Content Measurement and Analytics: Making Positive Change on the Web by Rick Allen - Now What? Conference 2017

  1. 1. Measure Report Analyze Test Improve 1 Rick Allen @epublishmedia Content Measurement 
 & Analytics Making Positive 
 Change on the Web Now What? Conference 2017 #NowWhat17
  2. 2. 2 Workshop Schedule 1:30 - 2:00 Intro
 (what are the challenges?) 2:00 - 2:45 Creating a content measurement plan
 (what does success look like?) 2:45 - 3:00 Break 3:00 - 3:45 Implementing your content measurement plan
 (what do we need to get this done?) 3:45 - 4:00 Break 4:00 - 5:00 Analytics reporting and adapting your content strategy
 (how do we make change happen?)
 (what else do we need to get going?)
  3. 3. #eduweb12 http://www.dilbert.com/strips/comic/2011-10-30/ Our measurement challenges https://www.flickr.com/photos/soldiersmediacenter/6999691421/
  4. 4. 4 • Analytics • Usability studies • Surveys • A/B testing • Competitive analysis • Card sorting • Eye-tracking heat maps • User interviews How do you measure it? #NowWhat17 • @epublishmedia
  5. 5. 5
  6. 6. 6
  7. 7. Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). “ 7 Avinash Kaushik Author, Web Analytics 2.0 #NowWhat17 • @epublishmedia
  8. 8. Quantitative Qualitative 8 #NowWhat17 • @epublishmedia
  9. 9. What Why 9 #NowWhat17 • @epublishmedia
  10. 10. Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). “ 10 Avinash Kaushik Author, Web Analytics 2.0 #NowWhat17 • @epublishmedia
  11. 11. What analytics can do… • Quantitatively evaluate web content quality • Comparative analysis: measure website trends • Challenge and validate assumptions • Demonstrate how your website meets established business goals and users’ needs • Enable stakeholders and content owners to measure the success of their own content 11 #NowWhat17 • @epublishmedia
  12. 12. What analytics can’t do… • Provide a complete website measurement solution • Provide accurate data • Adequately answer Why? 12 #NowWhat17 • @epublishmedia
  13. 13. Top-down analytics Answer your questions Goals Insights #NowWhat17 • @epublishmedia
  14. 14. Bottom-up analytics Discovery Search Insights through discovery #NowWhat17 • @epublishmedia
  15. 15. Measurement: a continuous process 15 Measure Report Analyze Test Improve #NowWhat17 • @epublishmedia
  16. 16. 16 #NowWhat17 • @epublishmedia
  17. 17. 17 #NowWhat17 • @epublishmedia Measurement doesn’t start here
  18. 18. Creating goals to match available metrics is like creating content to fit your design.
  19. 19. 19 #NowWhat17 • @epublishmedia Goals first
  20. 20. What does success 
 look like?
  21. 21. Creating a 
 measurement plan
  22. 22. A path to content measurement 22 1. Translate strategic business objectives into measurable content goals. 2. Define success metrics (KPIs) and measurement requirements. 3. Create and implement measurement plan. 4. Continually assess and report on success metrics with user-friendly insights and actionable next steps. 5. Improve and test content and reassess measurement plan. #NowWhat17 • @epublishmedia
  23. 23. No clear purpose means 
 no clear value — and 
 no way to measure success.
  24. 24. 24 Business objectives • Enhance reputation & visibility • Increase revenue • Engage users • Optimize operational efficiency • Improve the user experience • Strengthen communications & feedback systems #NowWhat17 • @epublishmedia
  25. 25. 25 Content goals • Read a press release • Call your sales team • Download a white paper • Sign-up for your blog • Submit application • Explore customer services • Buy your product • Spread the word about upcoming events actionable V #NowWhat17 • @epublishmedia
  26. 26. A content goal that can’t be measured isn’t a goal.
  27. 27. 27 Business objective = business purpose Content goal = content purpose #NowWhat17 • @epublishmedia
  28. 28. Business objectives Content goals Increase overall enrollment Increase admissions inquiry form submissions Increase engagement within and beyond the school Increase news story shares and retweets on Twitter Increase the number of international student applicants Increase geographic diversity of web traffic. 28
  29. 29. Sell products 29 Broad and narrow content goals Sell online Drive store visits Drive blog commentsEngage Users #NowWhat17 • @epublishmedia
  30. 30. It's hard to find answers when you don’t understand the questions.
  31. 31. pic of magnifying glass 31 Jeffrey Veen Adaptive Path
 hhttp://www.adaptivepath.com/ideas/doing-content-inventory/ Planning for Content Goals with Stakeholders https://flic.kr/p/6YiZbS
  32. 32. 32 Get the conversation started • What is the primary function of your role and department? • What services do you provide? Which of these services is most important? • Who are all the different audiences you communicate with or provide services for? #NowWhat17 • @epublishmedia
  33. 33. 33 • What does the admissions process look like? How do prospective students move from being an inquiring student to an enrolled student? • What does each step look like? What is the role of the admissions website in facilitating the admissions process? • What are the different ways the website supports your work? Understand the details #NowWhat17 • @epublishmedia
  34. 34. Users’ needs also 
 inform content goals.
  35. 35. 35
  36. 36. #CMWorld © Meet Content LLC. All rights reserved.
  37. 37. 37 Source: http://xkcd.com/773/ User tasks
  38. 38. 38 Business
 objectives Users’
 needs #NowWhat17 • @epublishmedia
  39. 39. 39 Business
 objectives Users’
 needs What we plan for …and measure. #NowWhat17 • @epublishmedia Content
 goals
  40. 40. 40
  41. 41. Content Measurement Framework 1 Business objectives 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 41 © 2017 ePublish Media, Inc. All rights reserved.
  42. 42. Content Measurement Framework 1 Business objectives What is the purpose of your organization? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 42 © 2017 ePublish Media, Inc. All rights reserved.
  43. 43. 43
  44. 44. Content Measurement Framework 1 Business objectives What actions do you want people to take? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 44 © 2017 ePublish Media, Inc. All rights reserved.
  45. 45. 45 Not all actions take place 
 on your website • Attend a workshop • Take a promotional flyer • Call your office • Email with questions • Submit a paper application but they 
 still count #NowWhat17 • @epublishmedia
  46. 46. 46 A bit of role-playing 1. Trade worksheets with someone sitting next to you 2. Take turns asking each other questions to better understand the other person’s business objectives 3. Define at least one content goal for each of the other person’s business objectives 4. Return worksheet back to the owner #NowWhat17 • @epublishmedia
  47. 47. 47
  48. 48. Content Measurement Framework 1 Business objectives What relevant metrics can be used to measure your content goals 
 over time? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 48 © 2017 ePublish Media, Inc. All rights reserved.
  49. 49. 49 Dimensions 
 & 
 Metrics Answers to your
 content questions #NowWhat17 • @epublishmedia
  50. 50. 50 #NowWhat17 • @epublishmedia
  51. 51. User Dimensions User Type New (first-time) or returning user. Browser The browsers used by visitors 
 to your website. Device Category The type of device: 
 Desktop, Tablet, or Mobile. #NowWhat17 • @epublishmedia
  52. 52. Session Dimensions Source The sources which referred traffic 
 (e.g., “Google”). Medium The mediums which referred traffic (e.g., “organic search”) Keyword Keywords used by users to 
 reach your site. #NowWhat17 • @epublishmedia
  53. 53. Interaction Dimensions Page The pages visited. Landing Page The pages through which visitors entered your site. Search Term The search terms used by visitors 
 to search your site. #NowWhat17 • @epublishmedia
  54. 54. Acquisition metrics Sessions Total number of visits 
 to your website. % New sessions An estimate of the percentage 
 of first time visits. New users The number of first-time users during the selected date range. #NowWhat17 • @epublishmedia
  55. 55. Behavior metrics Bounce rate The percentage of single-page visits. Pages / session The average number of pages 
 viewed during a session. Avg. session duration The average length of a session. Exit rate Indicates how often users leave your website from a page or set of pages. #NowWhat17 • @epublishmedia
  56. 56. Conversion metrics Conversion rate The sum of all individual goal conversion rates. Goal completions The total number of conversions. Goal value The total value produced by goal conversions on your site. Abandonment rate The rate at which goals were abandoned. #NowWhat17 • @epublishmedia
  57. 57. 57 Characteristics of great metrics Simple & Relevant #NowWhat17 • @epublishmedia
  58. 58. 58
  59. 59. 59
  60. 60. 60 Not tracked by default • File downloads • Outbound links • On-page interactions (e.g., form fields) • YouTube videos • Flash animations • E-commerce transactions • Analytics goals & monetary values • Site-search usage #NowWhat17 • @epublishmedia
  61. 61. Content Measurement Framework 1 Business objectives What audience segments will provide meaningful insights 
 on content goals? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 61
  62. 62. 62 Numbers rarely speak 
 for themselves • 2,000 pageviews • 20% new visitors • 80% bounce rate • 45% conversion rate
  63. 63. Without context, your data is meaningless.
  64. 64. 64 Segmentation? Yes, please! Metrics • Sessions (Visits) • Bounce rate • Pageviews • Pages / session • Conversion rate • Exit rate Segments • User type • Content type • Device type • Geography • External traffic only • Social media traffic only How would these 
 segments change 
 the data? #NowWhat17 • @epublishmedia
  65. 65. Content Measurement Framework 1 Business objectives What does success look like? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 65
  66. 66. Metrics Segments Targets Pageviews Email newsletter 1,500 pageviews (weekly) New visitors Social media 40% new visitors (monthly) Bounce rate Press releases 75% bounce rate (monthly) Conversion rate Spring marketing campaign 20% conversion rate (monthly) #NowWhat17 • @epublishmedia
  67. 67. 67
  68. 68. 68 Define plan Document 
 technical 
 requirements Create implementation plan Implement Maintain 
 and refine Implementation process
  69. 69. 69 Define plan Document 
 technical 
 requirements Create implementation plan Implement Maintain 
 and refine Implementation process
  70. 70. 70 Common implementation steps • Add tracking code (covers most data needs) • Decide how to track KPIs (e.g., goal tracking) • Use filters to normalize your data so that your reports are accurate and useful • Use campaign tracking to gather more specific marketing data • Use custom dashboards and reports to simplify reporting and analysis #NowWhat17 • @epublishmedia
  71. 71. Google Analytics Tracking Code 71 #NowWhat17 • @epublishmedia <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXXX-YY', 'auto'); ga('send', 'pageview'); </script> Add tracking code
  72. 72. 72 Decide how to track
  73. 73. 73 Use filters to normalize data
  74. 74. 74 Use campaign tracking to gather specific data
  75. 75. 75 Create custom dashboards and reports
  76. 76. 76 What you need to know • Business objectives and content goals • Analytics software • Related technology #NowWhat17 • @epublishmedia
  77. 77. Google Analytics Tracking Code 77 #NowWhat17 • @epublishmedia <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXXX-YY', 'auto'); ga('send', 'pageview'); </script>
  78. 78. Not tracked by default • File downloads • Outbound links • In-page events • Flash animation • YouTube videos 78 • Visitor types / labels • Segmenting visitors • Error messages • Internal site-search usage #NowWhat17 • @epublishmedia
  79. 79. <a href="/academics/student-handbook.pdf" 
 onclick="javascript:_gaq.push(['_trackPageview',
 '/downloads/pdf/student-handbook.pdf']);">Student Handbook (PDF)</a> Creating a virtual pageview 79 #NowWhat17 • @epublishmedia (the old way)
  80. 80. 80 An easier way…
  81. 81. 81
  82. 82. 82
  83. 83. Configure analytics goals
  84. 84. 84 #NowWhat17 • @epublishmedia
  85. 85. #NowWhat17 • @epublishmedia Conversions Conversion rate search 15 3% display 10 1.5% email 6 1.3% social 4 0.8%
  86. 86. Conversions Conversion rate search 15 3% display 10 1.5% email 6 1.3% social 4 0.8% #NowWhat17 • @epublishmedia
  87. 87. Types of goals Destination Goal completed when visitor 
 views defined URL Event Goal completed when visitor takes 
 a predefined action Time on site Goal completed when visitor spends 
 X amount of time on site Pages / visit Goal completed when visitor views 
 X number of pages on site User Action User Action User ENGAGEMENT User ENGAGEMENT #NowWhat17 • @epublishmedia
  88. 88. Types of goals Destination View newsletter sign-up form confirmation page Event Watch promotional video Time on site Spend more than 2 minutes on your website during a session Pages / visit View 3+ product pages on your 
 website during a session #NowWhat17 • @epublishmedia
  89. 89. Goals: don’t forget... • Any online action can be a goal • Visitors can only convert once per visit, per goal 89 #NowWhat17 • @epublishmedia
  90. 90. Micro and macro conversions Micro goal Newsletter
 signup Micro goal Micro goal Macro goal attend a 
 webinar Submit 
 inquiry 
 form Purchase 
 product #NowWhat17 • @epublishmedia
  91. 91. Advanced segments
  92. 92. 92 #NowWhat17 • @epublishmedia
  93. 93. 93 #NowWhat17 • @epublishmedia
  94. 94. 94 #NowWhat17 • @epublishmedia
  95. 95. 95 #NowWhat17 • @epublishmedia
  96. 96. 96 #NowWhat17 • @epublishmedia
  97. 97. 97 #NowWhat17 • @epublishmedia
  98. 98. 98 #NowWhat17 • @epublishmedia
  99. 99. 99 #NowWhat17 • @epublishmedia
  100. 100. 100 Default segments • All visits • New visitors • Returning visitors • Paid search traffic • Non-paid search traffic • Search traffic • Direct traffic • Referral traffic • Visits with conversions • Visits with transactions • Mobile traffic • Non-bounce visits #NowWhat17 • @epublishmedia
  101. 101. 101 Sample custom segments • Visits without conversions • Unengaged users • Highly engaged users • Social media visits • Non social media visits • Leads #NowWhat17 • @epublishmedia
  102. 102. 102 Other segment ideas • Date and time • Device • Marketing channel • Geography • Repeat customers vs. first-time customers #NowWhat17 • @epublishmedia
  103. 103. 103 analytics.google.com/analytics/academy/
  104. 104. Reporting
  105. 105. Custom Reports 
 & Dashboards
  106. 106. 106 Source: http://www.kaushik.net/avinash/leverage-custom-web-analytics-reports-insights/ #NowWhat17 • @epublishmedia
  107. 107. 107
  108. 108. 108
  109. 109. 109 #NowWhat17 • @epublishmedia
  110. 110. 110 #NowWhat17 • @epublishmedia
  111. 111. 111 Great, but… Why should I care? What should I do? What does this mean for 
 the business? #NowWhat17 • @epublishmedia
  112. 112. 112 analytics.google.com/analytics/gallery/
  113. 113. Reporting Storytelling
  114. 114. Being data driven is for bots. 
 Be data informed! “ 114 Gianluca Fiorelli SEO & Inbound Strategist, Moz #NowWhat17 • @epublishmedia
  115. 115. 115 What’s your story? • Who is your audience? What do they care about? • What's working, what's not? (What does this data mean?) • How will this impact the business? • What are the story themes? (What are the trends?) • What are the gaps in our story? (What don't we know?) • What actions should be taken? analytics V
  116. 116. 116 Analytics storytelling tips • Know your audience • Focus on a few meaningful themes that relate analytics insights to business objectives • Use data with purpose and cut irrelevant information • Use the most effective medium (presentation, PDF, video, email) • Use images to help illustrate and simplify your findings #NowWhat17 • @epublishmedia
  117. 117. If you can’t explain it simply, you don’t understand it well enough. “ 117 Albert Einstein Smart guy #NowWhat17 • @epublishmedia
  118. 118. 118 Analytics story outline 1. Here’s where we were… 2. Then we changed x… 3. Here’s what happened… 4. Here’s what we should do next… What does your 
 audience care about? #NowWhat17 • @epublishmedia
  119. 119. 119 Your turn!
  120. 120. Rick Allen ePublish Media, Inc. rallen@epublishmedia.com www.epublishmedia.com Thanks!

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