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#smbrd @danaditomaso#smbrd @danaditomaso
MAKING SENSE OF
ANALYTICS
DANA DITOMASO
#smbrd @danaditomaso
What’s the point of
analytics?
#smbrd @danaditomaso#smbrd @danaditomaso
Are you spending time &
money on the right things?
#smbrd @danaditomaso
What are the right things?
#smbrd @danaditomaso
Go back to your goals.
#smbrd @danaditomaso
Do you have goals or
aspirations?
#smbrd @danaditomaso#smbrd @danaditomaso
Are they realistic?
Can they be measured?
#smbrd @danaditomaso
Increase total sales by
10% in Q4
#smbrd @danaditomaso
Communicate the social and
economic value of
(organization).
#smbrd @danaditomaso#smbrd @danaditomaso
Break down every goal.
#smbrd @danaditomaso
(real client example)
#smbrd @danaditomaso#smbrd @danaditomaso
Social Metrics
#smbrd @danaditomaso
Share of Voice
Amount of overall
conversation that’s about
you vs your competitors.
#smbrd @danaditomaso
Influence
Who is talking about your
brand and what is their
impact?
#smbrd @danaditomaso
Engagement
Overall engagement on your
posts.
Making Sense of Analytics
#smbrd @danaditomaso
Not all engagement is
created equal.
#smbrd @danaditomaso
Can lead to chasing
engagement for the sake of
engagement.
Making Sense of Analytics
#smbrd @danaditomaso
Who is this for?
Making Sense of Analytics
#smbrd @danaditomaso
But our engagement
went down!
#smbrd @danaditomaso#smbrd @danaditomaso
This is the danger of
boosted posts.
#smbrd @danaditomaso
Why do you want to attract
the people who click like on
anything?
#smbrd @danaditomaso#smbrd @danaditomaso
Instead, break down that
engagement.
#smbrd @danaditomaso
Amplification Rate
Number of shares per post.
#smbrd @danaditomaso
Conversation Rate
Number of comments
per post.
#smbrd @danaditomaso
Applause Rate
Number of likes per post.
#smbrd @danaditomaso#smbrd @danaditomaso
What is most important for
you right now?
#smbrd @danaditomaso#smbrd @danaditomaso
Reporting Tools
#smbrd @danaditomaso
https://www.rivaliq.com/
Making Sense of Analytics
Making Sense of Analytics
Making Sense of Analytics
#smbrd @danaditomaso
https://buzzsumo.com/
Making Sense of Analytics
Making Sense of Analytics
#smbrd @danaditomaso
What can you automate?
#smbrd @danaditomaso#smbrd @danaditomaso
Don’t forget
Google Analytics.
#smbrd @danaditomaso
Google Analytics is a big liar.
Audience > Overview
#smbrd @danaditomaso
Sessions:
A group of interactions.
More here:
https://support.google.com/analytics/answer/2731565
#smbrd @danaditomaso
More here:
https://support.google.com/analytics/answer/2992042
Users:
The number of people who
interacted with your site.
#smbrd @danaditomaso
Pageviews:
The total number of pages
viewed.
#smbrd @danaditomaso
Pages / Session:
Pages viewed per session, on
average.
#smbrd @danaditomaso
Avg Session Duration:
Average time spent on site.
Another Reason Why Session Duration Is Probably Wrong
#smbrd @danaditomaso
Bounce Rate:
The percentage of single-
page sessions.
More here:
https://support.google.com/analytics/answer/1009409
#smbrd @danaditomaso
% New:
Percentage of “new”
visitors.
#smbrd @danaditomaso
Your goal shouldn’t
just be visits.
#smbrd @danaditomaso
There are better places
to start.
Acquisition > All Traffic > Channels
https://support.google.com/analytics/answer/1033867
#smbrd @danaditomaso
Build in “conversions”.
#smbrd @danaditomaso#smbrd @danaditomaso
“Reporting on last-click
attribution in 2014 is like buying
a football team and only paying
the players who score.”
-@anniecushing
Conversions > Attribution > Model Comparison Tool
Conversions > Multi-Channel Funnels > Assisted Conversions
#smbrd @danaditomaso#smbrd @danaditomaso
Give credit where
credit is due.
#smbrd @danaditomaso#smbrd @danaditomaso
But then there’s Dark Social.
#smbrd @danaditomaso
You can’t actually track
everything.
#smbrd @danaditomaso
Text Messages
gchat
Slack
Private Browsing
Gmail
Apps
#smbrd @danaditomaso
http://www.theatlantic.com/technology/archive/2012/10/dark-
social-we-have-the-whole-history-of-the-web-wrong/263523/
#smbrd @danaditomaso
Get this report: http://kickpoint.ca/dark-social-ga/
#smbrd @danaditomaso#smbrd @danaditomaso
Automate what you can.
#smbrd @danaditomaso#smbrd @danaditomaso
Your job is insight, not data.
#smbrd @danaditomaso#smbrd @danaditomaso
THANK YOU!
WANT MORE?
KICKPOINT.CA/NEWSLETTER

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Making Sense of Analytics

Editor's Notes

  1. This is misleading because people really do use more than one device and one browser to access your site. Which we all know isn’t true. It’s like associating your SIN with your licence plate. So if you report on new vs returning visits, you’re actually not celebrating new visitors. It’s just people who happen to be using another way to access your site, or cleared their cookies, or it’s been a while, or, or…. You should only report on user-based data when you have a login option on your site, visitors actually use it, you’re using universal analytics, you modified your google analytics code to capture your members user id, and you set up a view that uses that ID to see who is new/returning. So basically almost no one, ever.