This document discusses a hypothetical campaign by McDonald's Canada to answer food-related questions submitted by the public. It provides guidance on developing a dashboard to measure the campaign's performance. Key points: 1) McDonald's is launching a campaign inviting the public to submit food questions, which it will answer on its website. Questions can be submitted on Twitter, Facebook, or the website. 2) Metrics like the number of questions, answers, video views, and social media mentions are identified to measure objectives like participation, consumption of answers, and sentiment. 3) The document guides developing a dashboard organizing these metrics into meaningful KPIs to analyze goals like participation, activated participation, consumption of answers, and reducing skepticism

1. Getting Creative with
Web Analytics

2. You’re the Web Analytics Manager
Image credit: http://www.mcdonalds.ca/

3. You’re the Web Analytics Manager
Image credit: http://www.mcdonalds.ca/

4. You’re the Web Analytics Manager
Image credit: http://www.mcdonalds.ca/

5. Your Task Is To
Present a
Campaign Performance
Dashboard

6. To start, think about this
+ Campaign
The big idea is that anyone in Canada can ask
any food-related question and McDonald’s will
dig up an answer and post it on its website.
+ Channels
Questions can be submitted via Twitter,
Facebook and Website, answers on Website
+ Metrics = Numbers
What numbers can or should McD collect
that will help them determine the success of
this campaign?

7. Activity I
+ Objective
What could be the objective of this
campaign?
+ Identify Metrics = Numbers
List/Identify all numbers they will need to
collect from the website activity they’re
inviting through this campaign
+ Why do you think are these metrics
useful? What do they indicate?

8. Some Metrics to work with
+ Number of Questions Asked
+ Number of Answers Given (say All Answers were Video
Posts)
+ Number of Follow up Questions Asked
+ New Visitors to Website
+ Unique Page Views
+ Number of Video Views
+ Returning Visitors to Website
+ Number of Local Media Mentions of Campaign
+ Number of International Media Mentions of Campaign
+ Positive Mentions in Social Media
+ Negative mentions in Social Media
Feel free to add more metrics to the list for your analysis. Remember, however, that a lot of
meaningful analysis (KPIs) can be achieved from the metrics above.

9. Activity II
+ Identify Metrics = Numbers
List/Identify all numbers they will need to
collect from the website activity they’re
inviting through this campaign
+ Translate into KPI’s
Organize your numbers into meaningful
ratios, percentages or rates
+ Group/Organize KPI’s and Metrics
Group metrics and organize into a dashboard
+ Analyze – What are the numbers telling you?

10. Sample Dashboard
Goal (to KPI / Metric Desired Key
measure) Change Recipient

11. Presenting Your Dashboard
Calling One Enthusiastic Team!

12. Sample Dashboard
Goal (to KPI / Metric Desired
measure) Change
Participation Number of Questions Asked Increase
Activated Number of Questions Asked / Increase
Participation Number of New Visitors
Consumption of Video Views / Number of Answers Increase
Answers Given
Number of Follow Up Questions
Skepticism Asked/Number of Questions Asked Decrease
Sentiment Positive Mentions in Social Media / Increase
Improvement Number of Questions Asked

13. Let’s Debrief
+ How did the process go?
+ Challenges? Other Approaches?
+ Insights Gained
+ Applications/Relevance to your client
projects
+ Closing Thoughts

14. Q&A

15. Stay in Touch
jagtiani.nikhil.ca@gmail.com
www.twitter.com/jagtianinikhil
www.ca.linkedin.com/in/nikhiljagtiani
nplusconsulting.com (live Jan 2013)