Stamats: Analytics Webinar

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  • Discuss why we have two people involvedStrategicProduction/technical
  • cj
  • MattWhere is traffic coming from, is where they’re landing relevant.Client impact – landing page vs. a redirect (such as a 301)
  • Matt
  • CJ to review
  • CJ
  • Matt
  • MattNeed the previous… elements are necessary, but not sufficient
  • Matt – strategy – track your funnel or establish a funnelCJ, rest of slide
  • cj
  • CJImage from: http://www.flickr.com/photos/devosdelphin/3056545837/*** Do we need to expand on how to do this ***
  • matt
  • Matt
  • Matt – holistic approach helps you avoid a tools only view of web analytics.
  • CJ
  • Matt
  • CJ
  • CJ
  • CJ
  • CJ
  • Matt – visualizing the visitor’s path in the funnel. How you are driving/acquiring traffic and what you’re doing with the traffic once it’s in the funnel.Everything at the top is about reach / awareness.It’s about tools in the tool kit.
  • MattWhat are you trying to accomplish? What’s important to the institution or your department – operationalize ways to measure that…then expand.Same diligence and discipline is needed in design. Site design, delivery, improvements can’t happen in a vacuum.
  • Cjhttp://www.flickr.com/photos/redvers/532076662/sizes/o/
  • MattHighly selective or not, could be an example.Experience at Capella with application fees.
  • MattEach stage of the funnel, or part of the visitor path can be seen as a mini-funnel. This may get you to adjust your strategies and tactics for overall better ROI. Sometimes a higher cost per lead or cost per inquiry may yield a lower cost per conversion/matriculation.
  • CJ
  • CJHome page vs landing page or redirects. Don’t skimp because it’s easy for you…don’t make your process the customers problem.
  • CJ
  • CJ
  • CJ
  • Cj –
  • Cjhttp://www.watchingwebsites.com/archives/lean-analytics-questions-vcs-should-ask-and-youd-better-answer
  • Matt
  • matt
  • Matt
  • matt
  • CJ
  • Matt
  • Matt
  • *** Matt ***Talking with client about work they wanted to do, and different spends (radio, tv, etc). They were interested in the ROI of their spend, but wouldn’t change the URL. What was directing traffic? Best you can do is annotate the launch dates.
  • Stamats: Analytics Webinar

    1. 1. You Can’t Manage What You Can’t Measure:Using Analytics to Improve Web Performance<br />CJ Cunniff & Matt Arnold<br />
    2. 2. <ul><li>Over 10 years interactive experience
    3. 3. JavaScript/XML programming, JQUERY, MOOTOOLS, AJAX and Flash Development
    4. 4. 7 years working in higher education
    5. 5. Role: How you do it!</li></ul>CJ Cunniff<br />Director, Interactive Media Production<br /><ul><li>Over 15 years interactive experience
    6. 6. Has led interactive strategy
    7. 7. 7 years higher education experience
    8. 8. Master’s thesis focused on computer augmented group decision-making
    9. 9. Role: What you should do and why!</li></ul>Matt Arnold<br />Director, Interactive Media Strategy<br />
    10. 10. Google Analytics<br />Qualified<br />CJ Cunniff<br />Director, Interactive Media Production<br />Google Analytics<br />Qualified<br />Matt Arnold<br />Director, Interactive Media Strategy<br />
    11. 11. Fundamentals: Analytics Defined<br />Impress Your Boss Version<br />Understandable Version<br /> Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.<br />Wikipedia<br />Web Analytics is the measurement of what is really happening on your <br />site.<br />
    12. 12. Abandonment: Falling out of the funnel in three frames<br />
    13. 13. Point of View<br />With competing priorities and greater scrutiny on marketing budgets, it is imperative that institutions realize how their web presence is performing. The best way to understand ROI and drive continuous improvement is through the effective use of web analytics.<br />
    14. 14. Goals<br />Benefits<br />Fundamentals/Overview of Analytics<br />Holistic Approach<br />Making Things Actionable<br />Tips, Tricks & Recommendations<br />Discussion / Q&A<br />
    15. 15. Fundamentals: Other Definitions<br />Hits<br />A hit occurs any time a single file is transferred and is now a generally useless measure. A page with 4 images would count as 5 hits in a single page view.<br />Page Views<br />A page view occurs any time a single page loads and the analytics JavaScript runs.<br />Unique Visitor<br />A unique visitor will only be counted once for a given period of time.<br />Visit<br />A visit starts when a unique visitor opens a website and ends when they move on to another website. One unique visitor can make many visits to a website.<br />Funnel<br />The path that you expect (or want) a visitor to take to complete an action. This could be the form pages needed to complete an application for example.<br />
    16. 16. Benefits<br />Understanding the true state of your integrated marketing campaign <br />Obtaining better customer insights<br />Overall time savings<br />More effective use of marketingdollars<br />Ability to show Return on Investment for any level of marketing you decide to track <br />Continuous Improvement<br />
    17. 17.
    18. 18. Fundamentals: Tracking <br />Track your funnel. <br />Know all of the metrics at each of the friction points. <br />Assign cost to each stage of the funnel.<br />
    19. 19. Fundamentals:Focus<br />Avoid paralysis by analysis. <br />Establish key metrics to observe on regular basis and use for optimization.<br />
    20. 20. Fundamentals: Automate<br />Use tools to diagnose opportunities and threats, and save time developing and managing your efforts.<br />
    21. 21. “In God we trust; all others must bring data.”<br /><ul><li> W. Edwards Deming </li></ul>Physicist and quality improvement pioneer<br />Source: Clemson University (http://deming.eng.clemson.edu/pub/den/files/deming.jpg)<br />
    22. 22.
    23. 23.
    24. 24. People<br /><ul><li>Roles / Responsibilities
    25. 25. Organizational Development
    26. 26. Training
    27. 27. Change Management
    28. 28. Communication
    29. 29. Culture</li></ul>Tools<br /><ul><li>Technology
    30. 30. Requirements
    31. 31. Constraints</li></ul>Process<br /><ul><li>Workflows
    32. 32. Procedures / Tasks</li></li></ul><li>The Hub And Spoke Method: The Spoke<br />The spokes are the different business units, areas or competences that your organization has.<br />The job of the hub is to supply the spokes with the information they<br />need via processes designed to get the most out of the tools..<br />More information on The Hub and Spoke model can be found in “The Cult of Analytics”<br />
    33. 33. The Hub And Spoke Method: The Spoke<br />The spokes are the different business units, areas or competences that your organization has.<br />The job of the hub is to supply the spokes with the information they<br />need via processes designed to get the most out of the tools..<br />More information on The Hub and Spoke model can be found in “The Cult of Analytics”<br />
    34. 34. The Chasms (per Forrester Research)<br />Investment<br />Staffing<br />Action<br />
    35. 35. People/Institutions Attending SIM Tech<br />
    36. 36. People/Institutions using analytics<br />
    37. 37. People/Institutions using Google Analytics<br />
    38. 38. People/Institutions spending time with Google Analytics to understand more than number of visits or bounce rate<br />
    39. 39.
    40. 40. What to Collect<br />Start with what’s important to the institution? <br />
    41. 41. Making Things Actionable: Determine What Data to Collect:<br /> KPI Prioritization:<br />What type of metrics have the most potential<br />Keep your focus. Focus on what is important to your site/industry. Focus your limited resources.   <br />Sit down and match up your report to your priorities.<br />
    42. 42. Goals & objectives change the shape of the funnel<br />
    43. 43.
    44. 44. Entering<br />Leaving<br /><ul><li>What about sites without E-Commerce?
    45. 45. Tracking $Index
    46. 46. Estimating Actionable Values</li></ul>Goal<br />
    47. 47.
    48. 48. They can get everything they need from the homepage.<br />
    49. 49. This confuses and angers me. They’ll most likely abandon.<br />They can get everything they need from the homepage.<br />
    50. 50. Entering<br />Leaving<br />Goal<br />
    51. 51. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.<br />Likelihood of Converting<br />Value<br />$2000<br />Matriculate<br />
    52. 52. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.<br />Likelihood of Converting<br />Value<br />30% (Apply to Accept)<br />$420<br />70% (Accept to Matriculate)<br />$1,400<br />$2000<br />Matriculate<br />
    53. 53. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.<br />Likelihood of Converting<br />Value<br />1% (Open email)<br />$.0021<br />2% (Click through to site)<br />$.21<br />5% (Info Request lead to visit)<br />$10.50<br />50% (Campus Visit to Apply)<br />$210<br />30% (Apply to Accept)<br />$420<br />70% (Accept to Matriculate)<br />$1,400<br />$2000<br />Matriculate<br />
    54. 54. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.<br />Likelihood of Converting<br />Value<br />1% (Open email)<br />$.0021<br />What else can drive traffic to these pages?<br />What will that cost?<br />2% (Click through to site)<br />$.21<br />5% (Info Request lead to visit)<br />$10.50<br />50% (Campus Visit to Apply)<br />$210<br />30% (Apply to Accept)<br />$420<br />Lifetime Value?<br /><ul><li>Persist
    55. 55. Graduate
    56. 56. Donate
    57. 57. Will</li></ul>70% (Accept to Matriculate)<br />$1,400<br />$2000<br />Matriculate<br />
    58. 58. Play Nice<br />Website Goals<br />User Goals<br />Institutional Goals<br />
    59. 59. Making Things Actionable: Collecting Data <br />Radio<br />Television<br />Print<br />Web<br />Analytics Collection<br />
    60. 60. Making Things Actionable: Collecting Data <br />Youraddress.edu/radio<br />Youraddress.edu/tv<br />Radio<br />Television<br />Print<br />Web<br />Youraddress.edu/web<br />Youraddress.edu/print<br />Analytics Collection<br />
    61. 61. Making Things Actionable: make data consumable<br />Core goals?<br />Extended funnel abandonment?<br />Movement towards or away from business goals?<br />Changes to the funnel?<br />Are we comparing apples to oranges?<br />Annotations are key<br />
    62. 62. Correlation does not equal causation. <br />
    63. 63. Making Things Actionable: Check for Erroneous Assumptions<br />Drowning<br />Shark Attacks<br />Boating Accidents<br />Ice cream is obviously EVIL<br />Ice cream consumed<br />Ice cream consumed<br />Ice cream consumed<br />
    64. 64. Making Things Actionable: Check for Erroneous Assumptions<br />Drowning<br />Shark Attacks<br />Boating Accidents<br />Shark Attacks<br />Drowning<br />Boating Accidents<br />Actual Causality<br />Ice cream consumed<br />Ice cream consumed<br />Ice cream consumed<br />High Temp of the Day<br />High Temp of the Day<br />High Temp of the Day<br />
    65. 65. Making Things Actionable <br />Interesting alone is not actionable<br />Determine what can be improved?<br />Determine the value of various traffic drivers & focus on improving value and conversions.<br />
    66. 66. Analytics: Reporting and Dashboards<br />
    67. 67. Inspire your audience<br />We now know what people are tending to do and what we want them to do. <br />We now know the gap between desired state and current state.<br />The next step is to increase engagement with our audience to further enhance our KPI results and improve ROI.<br />Use informative titles in reports<br />
    68. 68. Rinse and Repeat<br />The work of a good analytics campaign is never complete.<br />Once we have made some changes and have seen some improvement we will need to start the process over.<br />
    69. 69. Tips / Tricks: Resources<br />Sites<br />Google’s Web Analytics IQ<br />Occam’s Razor – Avinash’s Blog<br />Web Analytics Association<br />Books<br />Web Analytics an Hour a Day<br />Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity <br />Cult of Analytics<br />Actionable Analytics<br />
    70. 70. Tips/Tricks: People<br />Assigning roles and responsibilities<br />Ongoing training sessions – give them the skills to analyze and interpret the data<br />Time Management<br />How often<br />Automation<br />When to research<br />
    71. 71. Tips/Tricks: Process<br />Define problems & do a GAP analysis<br />Set up $indexing to define and measure the solution<br />Use “The 3x3 Matrix Approach” to get started<br />
    72. 72. What Is $Index & How Can It Help?<br />
    73. 73. The 3 x 3 Grid as a Starting Point to making things actionable<br />
    74. 74. Tips/Tricks: Tools<br />
    75. 75. Annotations<br />Annotations will also show up on the graphs<br />
    76. 76. Annotations<br />Annotations will also show up on the graphs<br />The annotations box is closed by default. Click this button under a graph to open it<br />For something of particular importanceplace a star.<br />
    77. 77. Funnel Reporting With Goals<br />
    78. 78. A/B Testing With Google Website Optimizer<br />Determine a lowor a high traffic pageto be tested based on aKPI<br />Create multiple versionsof the page<br />Define the goal landingpage<br />Track for a minimum ofa few hundred hits<br />Implement the best ranked solution<br />
    79. 79. Wrap Up<br />Holistic: people, process, and tools<br />Progress, not perfection – commit to continuous improvement<br /> Transform data into information and knowledge<br />Love results, not channels<br />Know what’s producing and what’s worth doing<br />Set up goals and funnels in your analytics program<br />Be data-driven<br />
    80. 80. Questions<br />
    81. 81. The Bonus<br />Free 30 Minute Consultations Given to The First 15 Registrants at:<br />http://www.stamats.com/analytics<br />(This presentation and links to the resources referenced are also available)<br />

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