Overcoming Analysis Paralysis
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Minnesota Nonprofit Communicators Workshop - December 2013 - Presented by Kate Borman + Kristine Remer
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Overcoming Analysis Paralysis
- 3. #AnalysisParalysis Kate Borman Communications Coordinator, Nonprofits Assistance Fund @K8Borman Kristine Remer User Experience Designer & Strategist, Freelance @KristineRemer
- 5. #AnalysisParalysis HOW TO: Get MORE out of your analytics
- 6. #AnalysisParalysis HOW TO: Measure the REAL impact of your communications
- 7. #AnalysisParalysis HOW TO: BETTER support your leadership team
- 8. #AnalysisParalysis HOW TO: Be MORE productive
- 9. #AnalysisParalysis BREAKING IT DOWN 1 Build the framework 2 Put it into practice 3 Try it yourself
- 10. #AnalysisParalysis “Collecting data is only the first step toward wisdom, but sharing data is the first step toward community.” Henry Louis Gates, Jr.
- 19. #AnalysisParalysis To be a KPI... It must support an organizational goal
- 20. #AnalysisParalysis To be a KPI... It must be SMART
- 21. #AnalysisParalysis To be a KPI... It must be actionable
- 22. #AnalysisParalysis Total Visits Bounce Rate Time on Site Pages per Visit
- 23. #AnalysisParalysis Return Visits E-mail Subscribers Donation Rate Volunteers
- 30. #AnalysisParalysis Use your dashboard to tell a story
- 31. #AnalysisParalysis Create custom dashboards for each audience
- 32. #AnalysisParalysis 80 / 20 Rule
- 36. #AnalysisParalysis SECOND: Put it into practice
- 37. #AnalysisParalysis PUT IT INTO PRACTICE 1 Before Campaign 2 During Campaign 3 After Campaign
- 40. #AnalysisParalysis Embrace your inner 3-year-old (Ask lots of questions.)
- 41. #AnalysisParalysis Ask for a hypothesis
- 43. #AnalysisParalysis Use framework to identify goals, KPIs and tactics
- 44. #AnalysisParalysis BEFORE CAMPAIGN: Set Yourself Up for Success
- 45. #AnalysisParalysis Select the tools you will use to track your data
- 48. #AnalysisParalysis Set up goals and filters
- 53. #AnalysisParalysis Use Google URL Builder to track your URLs
- 55. #AnalysisParalysis Google URLs are automatically integrated with Google Analytics
- 56. #AnalysisParalysis Google Analytics > Acquisition > Campaigns
- 57. #AnalysisParalysis Even links that aren’t yours will appear in Google Analytics
- 58. #AnalysisParalysis Discover which targeted marketing campaigns are working
- 59. #AnalysisParalysis Discover which links produce best results
- 61. #AnalysisParalysis DURING CAMPAIGN: Engage on Social Media
- 62. #AnalysisParalysis Social media is in real time
- 63. #AnalysisParalysis Get an immediate indicator of what is hot and what is not
- 64. #AnalysisParalysis Discover which channel creates more action and impact
- 66. #AnalysisParalysis Use Google Real- Time for campaigns with short windows
- 68. #AnalysisParalysis DURING CAMPAIGN: Do More of What Works, Try Again
- 78. #AnalysisParalysis https://drive.google.com/file/d/0B_ZsdMav7TksaFlSWk1IeDZ2NGs/edit?usp=sharing
- 80. #AnalysisParalysis THIRD: Try it for yourself
- 82. #AnalysisParalysis What problem are you trying to solve with analytics?
- 84. #AnalysisParalysis Free AdWords Spend up to $10,000 per month Google.com/Grants
- 85. #AnalysisParalysis Free Website Analysis Get paired with student & mentor Analysis-Exchange.com
- 86. #AnalysisParalysis Free URL Builder Use Google URL Builder - http://support.google.com/analytics/answer/1033867 URLs are integrated into Google Analytics > Acquisition > Campaigns Can be used with bit.ly or other shortners
- 87. #AnalysisParalysis Free A/B Testing Test any page on your website Integrated into Google Analytics > Experiments
- 88. #AnalysisParalysis Social Media Metrics www.truesocialmetrics.com Free version allows you to connect your social media accounts, blog and google analytics to measure rates for conversion, amplification, applause and economic value. Provides a 30 day history.
- 89. #AnalysisParalysis Analytics Blogs Beth Kanter, Beth’s Blog: bethkanter.org Avinash Kaushik, Occam’s Razor:kaushik.net/avinash Simply Measured:simplymeasured.com/blog and simplymeasured.com/free-social-media-tools
- 93. Communicate Progress Trend Report Impact Key Insights Next Steps
- 94. Communicate Progress Trend Report Micro KPIs Key Insights & Next Steps KPI
Editor's Notes
- Kate: Who has attended the other communicators workshops? Budget size of organizations: less than $1M? More than $1M? Who in the room are in leadership roles at their organization? Marketing or communication roles? Program staff? What are YOUR goals for this session?
- Those of us who are in data driven roles can easily become data hoarders. Oftentimes we are the only ones who see the raw data. There is little change we can create if we keep all the information to ourselves.
- Setting up goals & KPIs leads to… Greater focus, more easily prioritize Clear away the clutter and distractions Help set budgets, help defend budgets Everyone is working together toward the same goals
- Add social media campaign as a tactic
- More narratives! Numbers on a page mean little to most people unless there is context and recommendations.
- Never take data at face value. Dig deeper.
- 5Ws and 1H: Who, what, where, when, why and how. Five levels of WHY. Example: You present last months analytics reports. You supervisor says we need to do a campaign to recruit more volunteers. You ask: Why? She says because more people are visiting our page. She points out the spike in total visitors to the volunteer page. So you ask why were there more total visits? Then you both reflect that perhaps it was based off the fact you offered a volunteer event last month. But why did they visit the site? And then you remember that you showed your volunteers how to sign in and keep track of their hours right on your site. After looking into the analytics deeper, you discover that your returned visitor rate on the volunteer page is over 75%. Your total visits weren’t really up, you just had more engaged volunteers. The proposed new volunteer campaign isn’t necessary.
- Unable to determine which metrics to measure? Ask for a hypothesis and then prove or disprove it.
- What can you do before you launch a campaign?
- The numbers aren’t always going to match, but track to see if they are both going in the same direction. Examples of why setting it up ahead of time is better: how going back to track social media is a pain, especially since social media and its analytics is ever changing.
- So many metrics, but it is all about finding that sweet spot = Actionable goals. SMART goals. Conversation Rate. Amplification Rate. Applause Rate. Economic Value: http://www.truesocialmetrics.com
- Are there specific audiences you want to leverage and track? Are there different delivery methods you want to test? Identify what some of those may look like. Example: Targeted marketing campaign -- we wanted to measure which one of our partners would share our messaging the most.
- Are there particular staff members who need to see high level data? Create Custom Reports that you can email to them every month on Google Analytics, and thus allowing more time for campaign in-depth analysis.
- Are your tactics delivering the results you anticipated?
- Are your tactics delivering the results you anticipated?
- Use Google URL builder to develop your campaigns -- assign specific URLs to your different targeted audiences or methodologies.
- https://support.google.com/analytics/answer/1033867?hl=en
- Which links -- how to make it useful. Are they taking the actions you want them to take? How can you learn from this data?
- Are your tactics delivering the results you anticipated?
- Monitor posts, time of day sent, check for popular content, share what others are talking. Example for NAF in past week: Facebook: Our blog posts, video and pictures rank highest engagement. Twitter: Blog, trainings and conference gets most RTs. Think about what could and could not be working: time of day, edit or remove hash tags and links --- social media is short time span so you can leverage that “time.” Who is following you on Twitter/Facebook. Ask via Surveymonkey a quick survey of who are they, what do they like to see? Have conversations before, during and after with constituents.
- Did you launch a new part of your website? Did you send out a big promo via email? Monitor your web traffic in real time.
- Use Google Think about what could and could not be working: time of day, edit or remove hash tags and links --- social media is short time span so you can leverage that “time.” Who is following you on Twitter/Facebook. Ask via Surveymonkey a quick survey of who are they, what do they like to see? Have conversations before, during and after with constituents.
- Are your tactics delivering the results you anticipated?
- Fail as quickly as possible --- GOAL. Complete a test to a small audience to engage and measure results. Amazon tests for 3 seconds only, because they have enough traffic and confidence that they can capture their metrics in that short span.
- Which content do new visitors view? Which content do returning visitors view? What actions do new/return visitors take?
- Are mobile visitors local? Desktop vs. mobile Example when to dig deeper on mobile data -- location. (Kate) Mobile strategy = content strategy.
- Got what they needed & left vs. Not what they wanted & left Must consider all of the following: Calls to action, text, graphics, offers, bids, ad text, targeting and more Look at channel -- mobile? fat finger? Example when bounce rate indicator has been helpful for action. (Kate)
- Use AdWords to see which keywords drive traffic Most popular keywords = create more similar content Keyword research = find content gaps / optimize
- Which content is most likely to drive conversions / desired behaviors Quick links
- What did my supervisor ask for? Focus on blog content and visitors so that she knows what content is driving traffic. Less focus on comments as enagagements, more on links in post or sharing method analytics.
- Sharing data with an actionable insight - point out what the insight is. Recommendations in the narrative.
- Ask for a couple of examples (based on time left).
- Which content is most likely to drive conversions / desired behaviors Quick links