Charity Metrics

719 views

Published on

A presentation given at Google Campus in July 2013 about how charities measure their digital marketing success.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
719
On SlideShare
0
From Embeds
0
Number of Embeds
163
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Charity Metrics

  1. 1. #CharityMetrics Thursday 25 July Campus London "If you cannot measure it, you cannot improve it."
  2. 2. Introduction What are we doing here? ● Unleash your inner geek ● Benchmark what you do ● Learn how Google Analytics can be the hub of all your measurement activity ● Have a nice cup of tea and a biscuit
  3. 3. Before we begin... @charliesaidthat - get well soon!
  4. 4. Comments and questions padlet.com/wall/charitymetrics #charitymetrics
  5. 5. The five mistakes charities make when measuring digital
  6. 6. The five mistakes charities make 1. Not knowing why you're measuring
  7. 7. The five mistakes charities make 2. Not knowing how to measure
  8. 8. The five mistakes charities make 3. Measuring too much
  9. 9. The five mistakes charities make 4. Not measuring enough
  10. 10. The five mistakes charities make 5. Only measuring
  11. 11. The five mistakes charities make 1. Not knowing why you're measuring 2. Not knowing how to measure 3. Measuring too much 4. Not measuring enough 5. Only measuring
  12. 12. What are you doing here? 91% use Google Analytics already (76% want to learn to use it more)
  13. 13. What are you doing here? 89% track social media already (73% want to learn to do it better)
  14. 14. What are you doing here? 3% track SMS marketing (11% want to learn to do it better) (that's one person)
  15. 15. What are you doing here? 54% track email effectiveness already (38% want to learn to do it better)
  16. 16. To say nothing of... Banner ads AdWords In gallery interactives Mobile apps SMS donations (Digital has lots of elements)
  17. 17. What are we doing here? To use Google Analytics effectively Benchmark our organisation Find hidden gems in Hootsuite Prove worth of digital to SMT and trustees Match analytics to charity's goals To use data to boost email comms
  18. 18. "Hey boss, good news - I got us [blank] from social media." Write your [blank] at padlet. com/wall/charitymetrics
  19. 19. Goals and conversions Focussing on what matters makes it easier to focus on improving it
  20. 20. Goals and conversions Goals: the point of the game *If you are trying to measure £££ of donations, use eCommerce tracking. Newsletter Subscription (Event) Social Share (Event) Video Play (Event) Ad Click (Event) 15 mins spent on site (Duration) 5 pages have been loaded (Pages per Visit) Thanks for donating* (Destination Page) Webinar Signups (Event) pdf downloads (Event)
  21. 21. Advanced segments They can track all your social media How to create Google Analytics Advanced Segment video here: http: //bit.ly/161BhhX
  22. 22. UTM parameters Use Google URL Builder to create Tracking URLs Turns: http://www.afrikids.org/ into:http://www.afrikids.org/?utm_source=charity- analytics&utm_medium=workshop&utm_campaign=charitychap
  23. 23. Wrap up analytics.blogspot.com Avinash Kaushik Piwik, Clicky bit.ly/CCevaluation

×