Measuring Online Success -- Bruce L. Geisert / Forum One Web Executive Seminar

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IT consultant Bruce Geisert presents tips for how nonprofit organizations can measure sucess of their online strategies. Learn more at http://www.forumone.com/content/calendar/detail/2170 . Contact Tim Shaw / tshaw@ForumOne.com .

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Measuring Online Success -- Bruce L. Geisert / Forum One Web Executive Seminar

  1. 1. BRUCE L. GEISERT IT CONSULTANT SEPTEMBER 26, 2007 [email_address] Measuring Success
  2. 2. Why do we measure stuff? <ul><li>Because it’s expected! </li></ul><ul><li>Executive reports; </li></ul><ul><li>Hits on site; </li></ul><ul><li>Current Status of users; </li></ul><ul><li>Identify trends over time; </li></ul><ul><li>Validate User Activities; </li></ul><ul><li>Success measurement; </li></ul><ul><li>To get nice charts! </li></ul>
  3. 3. What is Information <ul><li>“ Information is the reduction of uncertainty.” </li></ul>
  4. 4. Key Points <ul><li>Information for action, not for reports; </li></ul><ul><li>Tie information into strategy; </li></ul><ul><li>Keep it Simple; </li></ul><ul><li>Review information on regular basis; </li></ul><ul><li>Simple tools for data collection. </li></ul><ul><li>Be realistic! </li></ul>
  5. 5. Simple is better
  6. 6. Planning your information <ul><li>Questions to Answer: </li></ul><ul><ul><li>Are we meeting our goals? </li></ul></ul><ul><ul><li>Where are users going? </li></ul></ul><ul><ul><li>How can we improve user experience? </li></ul></ul><ul><li>Start with what you want to know, not what to measure: </li></ul><ul><ul><li>Tie metrics into planning activities; </li></ul></ul><ul><ul><li>Set expectations & Targets (i.e. market expectations); </li></ul></ul><ul><ul><li>Write a reporting plan for the project. </li></ul></ul><ul><ul><li>Anticipate information rather than react; </li></ul></ul><ul><li>Viet Nam Example: </li></ul>
  7. 7. Define Activities and Measurements
  8. 8. What to measure <ul><li>Metrics and measurement for success; </li></ul><ul><ul><li>Define what goals to measure; </li></ul></ul><ul><ul><li>Setup tools to measure and report information from the start; </li></ul></ul><ul><ul><li>Review performance and metrics at least monthly; </li></ul></ul>
  9. 9. Planning the information
  10. 10. Summary information
  11. 11. Snapshots
  12. 12. Team Review of data <ul><li>Team review of metrics </li></ul><ul><ul><li>Setup a group to review information on a regular basis. </li></ul></ul><ul><ul><li>Meet once a month, and actively discuss information; </li></ul></ul><ul><ul><li>Embrace reviewing reports, rather than as a task; </li></ul></ul><ul><li>AOL Example of Team Review: </li></ul>
  13. 13. Tools for measuring success <ul><li>Google Analytics/Web Trends </li></ul><ul><ul><li>Conversion goals; </li></ul></ul><ul><ul><li>Ad sense; </li></ul></ul><ul><li>Server side data: </li></ul><ul><ul><li>WebLog Expert; </li></ul></ul><ul><li>Site Performance: </li></ul><ul><ul><li>OP Manager; </li></ul></ul><ul><ul><li>Webwatch; </li></ul></ul><ul><ul><li>VisualRoute; </li></ul></ul><ul><li>GLP Example of Review for decisions: </li></ul>
  14. 14. Site Performance
  15. 15. Important data: measure daily
  16. 16. User Experience
  17. 17. ROI, what ROI? <ul><li>ROI in the context of web-sites: </li></ul><ul><ul><li>For non-profit, foundation, Government groups, what is ROI? </li></ul></ul><ul><ul><li>Inputs: Time, staff, development, recurring costs; </li></ul></ul><ul><ul><li>Outputs: Goals, targets, </li></ul></ul><ul><li>Marketing is NOT a nasty word; </li></ul><ul><ul><li>Promotion of site; </li></ul></ul><ul><ul><li>Links to your friends; </li></ul></ul><ul><ul><li>Make it easy to link to your site (i.e. Badges); </li></ul></ul><ul><ul><li>NGO advertizing; </li></ul></ul>
  18. 18. Take away messages <ul><li>Tie information into strategy; </li></ul><ul><li>Plan what to measure, not how to measure; </li></ul><ul><li>Review your information monthly; </li></ul><ul><li>Use tool to measure performance; </li></ul><ul><li>Create new opportunities through marketing; </li></ul>
  19. 19. <ul><li>+ </li></ul>--  The End --

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