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

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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Measure
Report
Analyze
Test
Improve
1
Rick Allen
@epublishmedia
Content Measurement 

& Analytics
Making Positive 

Change on the Web
Now What? Conference 2017
#NowWhat17
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?)
#eduweb12
http://www.dilbert.com/strips/comic/2011-10-30/
Our measurement challenges
https://www.flickr.com/photos/soldiersmediacenter/6999691421/
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
6
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
Quantitative
Qualitative
8
#NowWhat17 • @epublishmedia
What
Why
9
#NowWhat17 • @epublishmedia
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
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
What analytics can’t do…
• Provide a complete website measurement
solution

• Provide accurate data

• Adequately answer Why?
12
#NowWhat17 • @epublishmedia
Top-down analytics
Answer your questions
Goals
Insights
#NowWhat17 • @epublishmedia
Bottom-up analytics
Discovery
Search
Insights through discovery
#NowWhat17 • @epublishmedia
Measurement: a continuous process
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Measure
Report
Analyze
Test
Improve
#NowWhat17 • @epublishmedia
16
#NowWhat17 • @epublishmedia
17
#NowWhat17 • @epublishmedia
Measurement doesn’t start here
Creating goals to match
available metrics is like
creating content to fit
your design.
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#NowWhat17 • @epublishmedia
Goals first
What does success 

look like?
Creating a 

measurement plan
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
No clear purpose means 

no clear value — and 

no way to measure
success.
24
Business objectives
• Enhance reputation & visibility

• Increase revenue

• Engage users

• Optimize operational efficiency

• Improve the user experience

• Strengthen communications & feedback systems
#NowWhat17 • @epublishmedia
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
A content goal that can’t
be measured isn’t a goal.
27
Business objective = business purpose
Content goal = content purpose
#NowWhat17 • @epublishmedia
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
Sell products
29
Broad and narrow content goals
Sell online

Drive store visits
Drive blog commentsEngage Users
#NowWhat17 • @epublishmedia
It's hard to find answers
when you don’t
understand the questions.
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
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
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• 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
Users’ needs also 

inform content goals.
35
#CMWorld
© Meet Content LLC. All rights reserved.
37
Source: http://xkcd.com/773/
User tasks
38
Business

objectives
Users’

needs
#NowWhat17 • @epublishmedia
39
Business

objectives
Users’

needs
What we plan for …and measure.
#NowWhat17 • @epublishmedia
Content

goals
40
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.
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
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
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
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
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
Dimensions 

& 

Metrics
Answers to your

content questions
#NowWhat17 • @epublishmedia
50
#NowWhat17 • @epublishmedia
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
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
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
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
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
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
Characteristics of great metrics
Simple & Relevant
#NowWhat17 • @epublishmedia
58
59
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
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
Numbers rarely speak 

for themselves
• 2,000 pageviews

• 20% new visitors

• 80% bounce rate

• 45% conversion rate
Without context, your
data is meaningless.
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
Content Measurement Framework
1 Business objectives
What does success
look like?
2 Content goals
3 Success metrics
4 Audience segments
5 Targets
65
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
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68
Define plan
Document 

technical 

requirements
Create implementation plan
Implement
Maintain 

and refine
Implementation process
69
Define plan
Document 

technical 

requirements
Create implementation plan
Implement
Maintain 

and refine
Implementation process
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
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
Decide how to track
73
Use filters to normalize data
74
Use campaign tracking to gather specific data
75
Create custom dashboards and reports
76
What you need to know
• Business objectives and content goals

• Analytics software

• Related technology
#NowWhat17 • @epublishmedia
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>
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
<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
An easier way…
81
82
Configure analytics goals
84
#NowWhat17 • @epublishmedia
#NowWhat17 • @epublishmedia
Conversions Conversion rate
search 15 3%
display 10 1.5%
email 6 1.3%
social 4 0.8%
Conversions Conversion rate
search 15 3%
display 10 1.5%
email 6 1.3%
social 4 0.8%
#NowWhat17 • @epublishmedia
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
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
Goals: don’t forget...
• Any online action can be a goal

• Visitors can only convert once per visit, per goal
89
#NowWhat17 • @epublishmedia
Micro and macro conversions
Micro goal
Newsletter

signup
Micro goal Micro goal Macro goal
attend a 

webinar
Submit 

inquiry 

form
Purchase 

product
#NowWhat17 • @epublishmedia
Advanced segments
92
#NowWhat17 • @epublishmedia
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#NowWhat17 • @epublishmedia
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#NowWhat17 • @epublishmedia
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
Sample custom segments
• Visits without conversions

• Unengaged users

• Highly engaged users

• Social media visits

• Non social media visits

• Leads
#NowWhat17 • @epublishmedia
102
Other segment ideas
• Date and time

• Device

• Marketing channel

• Geography

• Repeat customers vs. first-time customers
#NowWhat17 • @epublishmedia
103
analytics.google.com/analytics/academy/
Reporting
Custom Reports 

& Dashboards
106
Source: http://www.kaushik.net/avinash/leverage-custom-web-analytics-reports-insights/
#NowWhat17 • @epublishmedia
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108
109
#NowWhat17 • @epublishmedia
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#NowWhat17 • @epublishmedia
111
Great, but…
Why should I care?
What should I do?
What does this mean for 

the business?
#NowWhat17 • @epublishmedia
112
analytics.google.com/analytics/gallery/
Reporting
Storytelling
Being data driven is for bots. 

Be data informed!

“
114
Gianluca Fiorelli
SEO & Inbound Strategist, Moz
#NowWhat17 • @epublishmedia
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
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
If you can’t explain it simply, you
don’t understand it well enough.

“
117
Albert Einstein
Smart guy
#NowWhat17 • @epublishmedia
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
Your turn!
Rick Allen
ePublish Media, Inc.
rallen@epublishmedia.com
www.epublishmedia.com
Thanks!

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