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Thomas Petersen
Online content manager
Metropolitan University College
Twitter: @herinde
Data is your eyes – not
your brai...
A discussion of how we can
use data to develop web
content
Metropolitan University College
Locations in Copenhagen
10.000Students
Study programmes
Foto: Anne Trap-Lind
20-29Years of age
2 years ago
From decentralized web publishing
… to (fairly) centralized web publishing
0
500
1,000
1,500
2,000
2,500
3,000
1
23
45
67
89
111
133
155
177
199
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243
265
287
309
331
353
375
397
419
441
463
485
...
0
500
1,000
1,500
2,000
2,500
3,000
1
23
45
67
89
111
133
155
177
199
221
243
265
287
309
331
353
375
397
419
441
463
485
...
0
500
1,000
1,500
2,000
2,500
3,000
1
23
45
67
89
111
133
155
177
199
221
243
265
287
309
331
353
375
397
419
441
463
485
...
0
500
1,000
1,500
2,000
2,500
3,000
1
23
45
67
89
111
133
155
177
199
221
243
265
287
309
331
353
375
397
419
441
463
485
...
21%
13%
5%
0,3%
0%
Admissions
0,3%
0,6%
1,1% 0,7% 0,6%
Internal pages: 76%
Search: 22%
Direct: 3%
External pages: <1
Bounc...
Top content
Admissions
About the
programme
Study start
The structure
of the
programme
Contact
information
Mest populære sider under gr...
 Overview
 Structure
 Facts
What they want
3000
We asked
Answered
1000
98%
Have you visited Metropolitan’s
website phmetropol.dk?
76%
Which media played the most important role
in your choice of study programme?
(Choose 1-2 most important)
3%
Which media played the most important role
in your choice of study programme?
(Choose 1-2 most important)
About the programme / structure
Admissions
Study start
Career opportunities
Admissions
About the
programme
Study start
The structure
of the
programme
Contact
information
Mest populære sider under gr...
Inspiration
Introduction
Validation
Confirmation
Decision
User journey
Inspiration
Introduction
Validation
Confirmation
Decision
User journey
Family
Friends
High school
student counsellors
Metr...
Further training
Careers
International
About the programme / structure
Admissions
Study start
Data is your eyes not your brain
Colleen Jones
21%
13%
5%
0,3%
0%
Admissions
0,3%
0,6%
1,1% 0,7% 0,6%
Internal pages: 76%
Search: 22%
Direct: 3%
External pages: <1
Bounc...
9%
Percentage
played
87%
24%
13%
Internal pages: 73%
Search: 33%
Direct: 3%
External pages: <1
9%
Bounce: 28%
Exits: 31%
0
500
1,000
1,500
2,000
2,500
3,000
1
23
45
67
89
111
133
155
177
199
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243
265
287
309
331
353
375
397
419
441
463
485
...
0
500
1,000
1,500
2,000
2,500
3,000
1
23
45
67
89
111
133
155
177
199
221
243
265
287
309
331
353
375
397
419
441
463
485
...
0
500
1,000
1,500
2,000
2,500
3,000
1
23
45
67
89
111
133
155
177
199
221
243
265
287
309
331
353
375
397
419
441
463
485
...
Data
www.phmetropol.dk
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
Thomas Petersen: Data is your eyes - not your brain
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Thomas Petersen: Data is your eyes - not your brain

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A wide range of web analytics tools offer insights into vast amounts of data about your users and their interaction with your content. The hard part is to figure out how to use this data productively and consistently in a large organization with many stakeholders.

In this session online content manager Thomas Petersen from Metropolitan University College will present examples and ideas of how we can we bring data into play – every day – instead of putting all of our faith into long term strategic KPI’s and automated, distributed reports.

How can we use quick-and-dirty web analytics as a powerful tool for content development? How can we familiarize ourselves with our analytics data and continuously challenge our own assumptions? How can we facilitate shared interpretations of our data with the stakeholders in our organization? How can we bring other sources of knowledge to the table, keeping in mind the words of Colleen Jones: “Data is your eyes, not your brain”.

The session is based on examples of how web analytics has contributed to the development of the web content of Metropolitan University College.

Published in: Business
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Thomas Petersen: Data is your eyes - not your brain

  1. 1. Thomas Petersen Online content manager Metropolitan University College Twitter: @herinde Data is your eyes – not your brain Quote: Colleen Jones
  2. 2. A discussion of how we can use data to develop web content
  3. 3. Metropolitan University College
  4. 4. Locations in Copenhagen
  5. 5. 10.000Students
  6. 6. Study programmes
  7. 7. Foto: Anne Trap-Lind
  8. 8. 20-29Years of age
  9. 9. 2 years ago
  10. 10. From decentralized web publishing
  11. 11. … to (fairly) centralized web publishing
  12. 12. 0 500 1,000 1,500 2,000 2,500 3,000 1 23 45 67 89 111 133 155 177 199 221 243 265 287 309 331 353 375 397 419 441 463 485 507 529 551 573 595 617 639 661 683 705 727 749 771 793 815 837 859 881 903 925 947 969 991 1013 1035 1057 1079 1101 1123 1145 1167 1189 Undergraduate study programmes, 1 month
  13. 13. 0 500 1,000 1,500 2,000 2,500 3,000 1 23 45 67 89 111 133 155 177 199 221 243 265 287 309 331 353 375 397 419 441 463 485 507 529 551 573 595 617 639 661 683 705 727 749 771 793 815 837 859 881 903 925 947 969 991 1013 1035 1057 1079 1101 1123 1145 1167 1189 Top 100 pages 60% of all visits Undergraduate study programmes, 1 month
  14. 14. 0 500 1,000 1,500 2,000 2,500 3,000 1 23 45 67 89 111 133 155 177 199 221 243 265 287 309 331 353 375 397 419 441 463 485 507 529 551 573 595 617 639 661 683 705 727 749 771 793 815 837 859 881 903 925 947 969 991 1013 1035 1057 1079 1101 1123 1145 1167 1189 Top 100 pages 60% of all visits Undergraduate study programmes, 1 month What does it mean?
  15. 15. 0 500 1,000 1,500 2,000 2,500 3,000 1 23 45 67 89 111 133 155 177 199 221 243 265 287 309 331 353 375 397 419 441 463 485 507 529 551 573 595 617 639 661 683 705 727 749 771 793 815 837 859 881 903 925 947 969 991 1013 1035 1057 1079 1101 1123 1145 1167 1189 What’s at the bottom?
  16. 16. 21% 13% 5% 0,3% 0% Admissions 0,3% 0,6% 1,1% 0,7% 0,6% Internal pages: 76% Search: 22% Direct: 3% External pages: <1 Bounce: 39% Exits: 35%
  17. 17. Top content
  18. 18. Admissions About the programme Study start The structure of the programme Contact information Mest populære sider under grunduddannelser (seneste år).
  19. 19.  Overview  Structure  Facts What they want
  20. 20. 3000 We asked Answered 1000
  21. 21. 98% Have you visited Metropolitan’s website phmetropol.dk?
  22. 22. 76% Which media played the most important role in your choice of study programme? (Choose 1-2 most important)
  23. 23. 3% Which media played the most important role in your choice of study programme? (Choose 1-2 most important)
  24. 24. About the programme / structure Admissions Study start Career opportunities
  25. 25. Admissions About the programme Study start The structure of the programme Contact information Mest populære sider under grunduddannelser (seneste år).
  26. 26. Inspiration Introduction Validation Confirmation Decision User journey
  27. 27. Inspiration Introduction Validation Confirmation Decision User journey Family Friends High school student counsellors Metropol student counsellors Metropol website Open house Study guide-website Metropol website Application website
  28. 28. Further training Careers International About the programme / structure Admissions Study start
  29. 29. Data is your eyes not your brain Colleen Jones
  30. 30. 21% 13% 5% 0,3% 0% Admissions 0,3% 0,6% 1,1% 0,7% 0,6% Internal pages: 76% Search: 22% Direct: 3% External pages: <1 Bounce: 39% Exits: 35%
  31. 31. 9% Percentage played 87% 24% 13% Internal pages: 73% Search: 33% Direct: 3% External pages: <1 9% Bounce: 28% Exits: 31%
  32. 32. 0 500 1,000 1,500 2,000 2,500 3,000 1 23 45 67 89 111 133 155 177 199 221 243 265 287 309 331 353 375 397 419 441 463 485 507 529 551 573 595 617 639 661 683 705 727 749 771 793 815 837 859 881 903 925 947 969 991 1013 1035 1057 1079 1101 1123 1145 1167 1189 60%700 pages
  33. 33. 0 500 1,000 1,500 2,000 2,500 3,000 1 23 45 67 89 111 133 155 177 199 221 243 265 287 309 331 353 375 397 419 441 463 485 507 529 551 573 595 617 639 661 683 705 727 749 771 793 815 837 859 881 903 925 947 969 991 1013 1035 1057 1079 1101 1123 1145 1167 1189 700 sider
  34. 34. 0 500 1,000 1,500 2,000 2,500 3,000 1 23 45 67 89 111 133 155 177 199 221 243 265 287 309 331 353 375 397 419 441 463 485 507 529 551 573 595 617 639 661 683 705 727 749 771 793 815 837 859 881 903 925 947 969 991 1013 1035 1057 1079 1101 1123 1145 1167 1189 700 sider
  35. 35. Data
  36. 36. www.phmetropol.dk

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