Becky Dunlap, Illinois Park and Recreation Association

1. Using Analytics to
Understand Your
Audience
Becky Dunlap, CPRP
Project Consultant, GreenPlay LLC
Blog > Beckytalksparks.com
beckyd@greenplayllc.com

2. Overview
• What are analytics?
• Why we overcomplicate them
• How we can measure data
• How to create value for our
ideal customer

3. What are
Analytics?

4. The patterns and
meaningful information gathered
from the analysis of data

5. Essentially…
1. What is meaningful to you?
2. What information do you need?
3. How will you gather the data?

6. Why do we
overcomplicate
analytics?

7. Because we’d prefer this:

8. And this

9. And this

10. over this:

11. But..Analytics are Important!
• What’s working? What’s not?
• Who are we reaching? Who are we ignoring?
• Where should our money go? Our time?
• How do customers find us? Share us?
• What do they care about?

12. What is
meaningful to
you?

13. The ultimate goal is not to
understand your audience,
but to create value for your
audience.

14. What is one goal that you are
trying to reach?
• Increase participation in the new paddle
boarding class by 10%
• Add 100 more people to the sports “rain out”
line
• Increase online registration by 5% next
quarter
• Convert 10% of Facebook Followers into
recreation center patrons

15. What kind of
information do
you need?

16. In order to bring value, you must
know who you are serving. You
can look at your current audience
or your ideal customer.

17. Traffic
Followers
Impressions/Reach
Engagement
Conversions

18. Traffic
The amount of visitors that visit
your website from other sources

19. Traffic

20. • Google Analytics > Acquisition

21. Traffic Terms:
• Direct: type it into google directly… someone
KNOWS about
• Organic search: Google it!
• Social: Facebook, Twitter, LinkedIn, etc
• Referral: there’s a link to you somewhere
online…

22. Social Traffic

23. • Facebook Insights > Page Views

24. Follower Growth
The number of people who like,
subscribe, and follow you. The
more people follow you, the more
people see your content.

25. Follower Growth

26. • Facebook Insights > People

27. • Instagram Insights > People

28. • Instagram Insights > Followers

29. Impressions are the total
number of times that your content is displayed
in the news feed of anyone, any number of
times on social media.
Reachis the total number of people that
saw the content.

30. Reach

31. • Facebook Insights > Reach

32. • Facebook Insights > Reach

33. • Instagram > Insights > Impressions

34. Engagement
The likes, comments, shares, and
mentions which allow more people
to see and “engage” with your
content

35. Engagement

37. • YouTube > Analytics > Likes, Dislikes
• YouTube > Analytics > Shares

38. • LinkedIn > Profile Dashboard

39. Conversions
The percentage of customers who
take a desired action on your
website.

40. Conversions

43. Facebook Analytics > actions on
page

44. Who is your ideal customer? And
what do analytics have to do with
them?

46. Create an advertising campaign
to that person!

48. Remember!
The ultimate goal is not to
understand your audience,
but to create value for your
audience.

49. Check out my blog & podcast!
Beckytalksparks.com / analyticswebinar
Greenplayllc.com
Questions?