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Analytics and Storytelling Wednesday
 September 28, 2016
• 45 minute webinar + 15 minutes for questions and answers • Ask questions through the Zoom Control Panel • Tweet during t...
Voltaire Santos Miran Co-FounderandCEO @vsantosmiran Greg Zguta TechnicalLead @gzguta
I’ll take Origins for two books, please.
The Question: WhatwasthenameoftheproductGooglegobbledupin ordertomakewhatwenowknowasGoogleAnalytics?
The Goal Wewanttoequipyoutousemeasurementandanalysis toolstomakesmartdecisionsabouthowyoutellyour stories.
Agenda 1. Components of a Digital Story 2. The Principles 3. Tools and Techniques 4. The Punchline 5. Questions
The Components
Visual 
 Design Structured 
 Content Integrated 
 Media Engagement 
 Opportunities Technology 
 Infrastructure Five Compon...
Visual Design • Beautiful interfaces that encourage reading • Thoughtful consideration of layout flexibility in regard to ...
Structured Content • Atomic units of information • Metadata and keyword plan to support search engine optimization (SEO) •...
Integrated Media • Photography • Video • Audio • Data visualization (infographics) Component 3:
Engagement Opportunities • Calls-to-action (CTA) • Commenting/reader contributions • Ability to share and amplify through ...
Technology • Content management system (CMS) • Cloud-based collaboration tools • Experimentation capability to optimize co...
“Far too often for writers and editors the story is done when you hit publish. At The Huffington Post, the article begins ...
The Principles
Begin at the beginning. Analytics planning begins when the story planning begins, not when the story goes live.
Involve your team. Analytics is a team sport. Your team will want to know how the story performed as a whole, and members ...
Experiment. Don’t be afraid to try new things. Often, there’s no “right” answer and several “great” options.
Measure everything. With every facet of the story you produce, ask yourself how you’ll be able to get feedback to refine a...
Turn data into insights. Too often, we end our analytics efforts at data collection. Improvement depends on actually exami...
Tools and Techniques
Simo Ahava, seniordataadvocateatReaktor,GoogledeveloperexpertforGoogleAnalytics “Data quality is directly proportional to ...
John Muir, Naturalist “Over-civilized people are beginning to find out that going to the mountains is going home.”
25
26 Case Study - REI • #OptOutside • EncouragedpeopletogooutdoorsonBlackFriday2015 • Touchedallthebases: • Usedphotos,video...
Four steps to storytelling analytics: Plan 1 Implement 2 Promote 3 Assess 4
Plan 1 Who is the audience? What is the technology?What to measure? 2 3 28 Step 1:
29 Google Analytics Goals GoalsarecreatedwithintheGoogleAnalyticsadminarea.Eachviewmayhaveitsown goals.Goaltypesareasfollo...
30 Possible Conversions • Businessgoals • Attendevent • Inquire • Give • Storytellinggoals • Share • Interact(comment,cont...
31 Engagement Metrics Typical: • Timeonpage • Sessionduration • Pages/session • Bouncerate • Pageviews • Socialsharing Add...
32 Interactive Features • Slideshows • Video • Filters • Forms • Scrolling • CTAbuttons • Infographics • Datavisualization...
33 URL Strategy • Redirects • SEO • VanityURLs • GoogleAnalyticscampaigns Step 1: Plan
34 Tagging and Taxonomy • SEOMetadata • OpenGraphtags • Taggingcontentforre-use Step 1: Plan
35 Promotion Strategy • Social • GoogleAnalyticsCampaigns • Publishing • Syndication Step 1: Plan
36 Tools 1. GoogleAnalytics 2. A/BTesting(GoogleOptimize,Optimizely,Unbounce,andmore) 3. Heatmaps(CrazyEgg,Hotjar,andmore)...
Implement 1 Enable event tracking. Test.Install tracking code. 2 3 37 Step 2:
Install Tracking Code • Place tracking code on pages • Create goals • Plan for subdomain tracking • Create views and segme...
39 Event Tracking: Overview Step 2: Implement EventTrackingrequiresadditionalconfigurationinyourwebsitetrackingcodeusingJa...
40 Event Tracking: Common Uses • Carouselinteractions • Expanding/collapsingaccordion content • Tabbedcontentsections • In...
41
42
43
Test in Google Analytics
Promote 1 Experiment. Report and analyze.Deploy campaigns. 2 3 45 Step 3:
46 Campaigns: Overview For most stories: • Emailnewsletters • Socialmediasharing Other opportunities: • Print • Billboards...
47 Campaigns: Implementation Step 3: Promote • UseCampaignURLBuildertocreatecampaignURLs • https://ga-dev-tools.appspot.co...
48 A/B Testing Testagainstkeymetrics: • Headlinesthatresultinmoretraffic • Buttonlabelsthatgeneratemoreconversions • Image...
49 Report and Analyze Commonreports: • Topcontent • Referrals • Eventtracking • Conversions Areastoexplore: • Sitesearch •...
Assess 1 Recommend changes. Repeat.Analyze and draw insights. 2 3 50 Step 4:
51 Distribution metrics How many people interacted with the story? • Uniquevisitors • Pageviews • Referrals • Event-tracki...
52 Engagement Metrics Did the visitors stay to read the entire story? • Timeonpage • Pagespersession • Sessionduration • H...
53 Social Metrics Do people share the story? • Email • Tweets • Facebooklikes • Referralsources Step 4: Assess
54
55 Archive • EnsurestoryURLsremainvalid • Allowpeopletokeepsharing • Keeptracking analytics • Planforfuturecontentreuse St...
The Punchline
57 The Results REIreported: • 6.7billionmediaimpressions • 1.2billionsocialimpressions • Morethan1.4millionpeoplespendingt...
“Part of this job is about storytelling, but when you can take an action and show people rather than just telling them, it...
“REI's decision reflects its fundamental empathy for its customers, who have zero desire to stand in line for the best dea...
Your whole story will be greater than the sum of its parts.
“There’s no true way to measure reputational boost … we are telling better stories, and we have better stories to tell.” T...
Our Storytelling Series Team Ben Conley Visual/UXDesigner 
 ben.conley@mstoner.com Abby McLean Visual/UXDesigner 
 abby.mc...
Voltaire Santos Miran Co-FounderandCEO 
 @vsantosmiran 312.420.6778 voltaire.miran@mstoner.com Mallory Wood DirectorofMark...
Questions & Answers
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Analytics and Digital Storytelling

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Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!

What You Will Learn

• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.

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Analytics and Digital Storytelling

  1. 1. Analytics and Storytelling Wednesday
 September 28, 2016
  2. 2. • 45 minute webinar + 15 minutes for questions and answers • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Please fill out the post-webinar evaluation • Check your inbox on Friday for the webinar recording and slide deck The Plan
  3. 3. Voltaire Santos Miran Co-FounderandCEO @vsantosmiran Greg Zguta TechnicalLead @gzguta
  4. 4. I’ll take Origins for two books, please.
  5. 5. The Question: WhatwasthenameoftheproductGooglegobbledupin ordertomakewhatwenowknowasGoogleAnalytics?
  6. 6. The Goal Wewanttoequipyoutousemeasurementandanalysis toolstomakesmartdecisionsabouthowyoutellyour stories.
  7. 7. Agenda 1. Components of a Digital Story 2. The Principles 3. Tools and Techniques 4. The Punchline 5. Questions
  8. 8. The Components
  9. 9. Visual 
 Design Structured 
 Content Integrated 
 Media Engagement 
 Opportunities Technology 
 Infrastructure Five Components of Digital Stories
  10. 10. Visual Design • Beautiful interfaces that encourage reading • Thoughtful consideration of layout flexibility in regard to viewport size and content load times • Touch-optimized content interactions • Micro-interactions • Sufficient clear space to allow focus on the text Component 1:
  11. 11. Structured Content • Atomic units of information • Metadata and keyword plan to support search engine optimization (SEO) • Tagging and taxonomy • Associated social posts and promotions Component 2:
  12. 12. Integrated Media • Photography • Video • Audio • Data visualization (infographics) Component 3:
  13. 13. Engagement Opportunities • Calls-to-action (CTA) • Commenting/reader contributions • Ability to share and amplify through social media • Opportunities to follow the story through mobile push alerts and email updates • Subscription opportunities (podcasts, playlists) Component 4:
  14. 14. Technology • Content management system (CMS) • Cloud-based collaboration tools • Experimentation capability to optimize content based on audience behavior • Analytics framework Component 5:
  15. 15. “Far too often for writers and editors the story is done when you hit publish. At The Huffington Post, the article begins its life when you hit publish.” Paul Berry, TheHuffingtonPost
  16. 16. The Principles
  17. 17. Begin at the beginning. Analytics planning begins when the story planning begins, not when the story goes live.
  18. 18. Involve your team. Analytics is a team sport. Your team will want to know how the story performed as a whole, and members will want to find out how well their particular contributions performed. Who’s “the team?” • Strategist • Writer • Editor • Designer • Photographer • Videographer • Social Media Specialist • Developer • Analytics Specialist • Project Manager
  19. 19. Experiment. Don’t be afraid to try new things. Often, there’s no “right” answer and several “great” options.
  20. 20. Measure everything. With every facet of the story you produce, ask yourself how you’ll be able to get feedback to refine and improve your efforts.
  21. 21. Turn data into insights. Too often, we end our analytics efforts at data collection. Improvement depends on actually examining the data, drawing conclusions, generating additional questions, refining, and testing. Rinse. Repeat.
  22. 22. Tools and Techniques
  23. 23. Simo Ahava, seniordataadvocateatReaktor,GoogledeveloperexpertforGoogleAnalytics “Data quality is directly proportional to how well the data collection mechanism is understood.” http://www.simoahava.com
  24. 24. John Muir, Naturalist “Over-civilized people are beginning to find out that going to the mountains is going home.”
  25. 25. 25
  26. 26. 26 Case Study - REI • #OptOutside • EncouragedpeopletogooutdoorsonBlackFriday2015 • Touchedallthebases: • Usedphotos,video,social,interactivity • Goals:reinforcebrandidentityandencouragemore peopletoshopatREIinthelong-term • REIplanstolauncha2016versionofthecampaign http://optoutside.rei.com
  27. 27. Four steps to storytelling analytics: Plan 1 Implement 2 Promote 3 Assess 4
  28. 28. Plan 1 Who is the audience? What is the technology?What to measure? 2 3 28 Step 1:
  29. 29. 29 Google Analytics Goals GoalsarecreatedwithintheGoogleAnalyticsadminarea.Eachviewmayhaveitsown goals.Goaltypesareasfollows: • Destination (URL) • Duration (time on site) • Pages/Screens per session • Event • Smart Goals (new, for AdWords users) Themostusefulgoaltypesaredestinationandeventgoals. Step 1: Plan
  30. 30. 30 Possible Conversions • Businessgoals • Attendevent • Inquire • Give • Storytellinggoals • Share • Interact(comment,contribute) • Engage • DeterminehowtomeasurewithGoogleAnalyticsgoals(conversions) Step 1: Plan
  31. 31. 31 Engagement Metrics Typical: • Timeonpage • Sessionduration • Pages/session • Bouncerate • Pageviews • Socialsharing Additional: • Eventtracking • CTA • Referralsornextsteps • Commenting Step 1: Plan
  32. 32. 32 Interactive Features • Slideshows • Video • Filters • Forms • Scrolling • CTAbuttons • Infographics • Datavisualizations Step 1: Plan
  33. 33. 33 URL Strategy • Redirects • SEO • VanityURLs • GoogleAnalyticscampaigns Step 1: Plan
  34. 34. 34 Tagging and Taxonomy • SEOMetadata • OpenGraphtags • Taggingcontentforre-use Step 1: Plan
  35. 35. 35 Promotion Strategy • Social • GoogleAnalyticsCampaigns • Publishing • Syndication Step 1: Plan
  36. 36. 36 Tools 1. GoogleAnalytics 2. A/BTesting(GoogleOptimize,Optimizely,Unbounce,andmore) 3. Heatmaps(CrazyEgg,Hotjar,andmore) 4. Social(Hootsuite,SproutSocial,Facebook,Twitter,andYouTubeanalytics) Step 1: Plan
  37. 37. Implement 1 Enable event tracking. Test.Install tracking code. 2 3 37 Step 2:
  38. 38. Install Tracking Code • Place tracking code on pages • Create goals • Plan for subdomain tracking • Create views and segments • Google Tag Manager configuration (if applicable) Step 2: Implement
  39. 39. 39 Event Tracking: Overview Step 2: Implement EventTrackingrequiresadditionalconfigurationinyourwebsitetrackingcodeusingJavascript orGoogleTagManager.Youprovidethefollowingforeachevent.Thetermsyouusebecome partofthereporting. • Category-example:“Map” • Action-example:“Datapointview”or“Filter” • Label-example:titleofthedatapointdisplayedormapfilterselected • Value-anumericvalue(either$$$orsimplyaweightedmeasureoftherelativevalueofthis event) Note:Bydefault,eventscountasinteractionswhichwillservetodecreasebouncerate.
  40. 40. 40 Event Tracking: Common Uses • Carouselinteractions • Expanding/collapsingaccordion content • Tabbedcontentsections • Interactive,in-pagefeatureslikeamap • Socialsharing • Filedownloads • Scrollreach • Videoplay • Lightboxcontent Step 2: Implement
  41. 41. 41
  42. 42. 42
  43. 43. 43
  44. 44. Test in Google Analytics
  45. 45. Promote 1 Experiment. Report and analyze.Deploy campaigns. 2 3 45 Step 3:
  46. 46. 46 Campaigns: Overview For most stories: • Emailnewsletters • Socialmediasharing Other opportunities: • Print • Billboards • Onlineadvertising • VanityURLs • Anymarketingeffortforwhichyoushare URLsandwishtoisolateresults Step 3: Promote
  47. 47. 47 Campaigns: Implementation Step 3: Promote • UseCampaignURLBuildertocreatecampaignURLs • https://ga-dev-tools.appspot.com/campaign-url-builder/ • Plantermsusedforcampaignname,source,andmedium,andoptionalterm andcontentfields • DatalabelswillappearwithinGoogleAnalyticsreports. • ConsideraspreadsheettotrackcampaignattributesandURLs • ConsideraURLshortenerorserverredirectstomapfriendlyURLsfor marketingtotrackablecampaignURLsgeneratedbytheURLBuilder
  48. 48. 48 A/B Testing Testagainstkeymetrics: • Headlinesthatresultinmoretraffic • Buttonlabelsthatgeneratemoreconversions • Imagesthatresultinhigherengagement *SomeA/Btestingmaybeonpagesthatleadvisitorstoyourstory,or campaignactivitiesaimedatdrivingtraffic. Step 3: Promote
  49. 49. 49 Report and Analyze Commonreports: • Topcontent • Referrals • Eventtracking • Conversions Areastoexplore: • Sitesearch • Segments • Basedonvisitorstoacampaign • Appliedtomultiplereports • Useofsecondarydimensions • Time-periodcomparisons Step 3: Promote
  50. 50. Assess 1 Recommend changes. Repeat.Analyze and draw insights. 2 3 50 Step 4:
  51. 51. 51 Distribution metrics How many people interacted with the story? • Uniquevisitors • Pageviews • Referrals • Event-trackingclicks Step 4: Assess
  52. 52. 52 Engagement Metrics Did the visitors stay to read the entire story? • Timeonpage • Pagespersession • Sessionduration • Heatmaps • Videometrics • Eventtracking Step 4: Assess
  53. 53. 53 Social Metrics Do people share the story? • Email • Tweets • Facebooklikes • Referralsources Step 4: Assess
  54. 54. 54
  55. 55. 55 Archive • EnsurestoryURLsremainvalid • Allowpeopletokeepsharing • Keeptracking analytics • Planforfuturecontentreuse Step 4: Assess
  56. 56. The Punchline
  57. 57. 57 The Results REIreported: • 6.7billionmediaimpressions • 1.2billionsocialimpressions • Morethan1.4millionpeoplespendingthedayoutdoors • 150additionalcompaniesjoiningREItoclosetheirdoorsonBlackFriday • Hundredsofstateparksthatopenedupforfree • 90percentincreaseinretailapplicationsinthefourthquarter • 9.3percentincreaseinrevenue • 7percent increaseincomparablestoresales • 23percentuptickindigitalsales
  58. 58. “Part of this job is about storytelling, but when you can take an action and show people rather than just telling them, it can be really powerful.” Ben Steele, SeniorVPandCCO,REI
  59. 59. “REI's decision reflects its fundamental empathy for its customers, who have zero desire to stand in line for the best deal on a gorgeous fall Friday.” Charles Trevail, CEO,CSpace
  60. 60. Your whole story will be greater than the sum of its parts.
  61. 61. “There’s no true way to measure reputational boost … we are telling better stories, and we have better stories to tell.” True Story
  62. 62. Our Storytelling Series Team Ben Conley Visual/UXDesigner 
 ben.conley@mstoner.com Abby McLean Visual/UXDesigner 
 abby.mclean@mstoner.com Fran Zablocki InformationArchitect 
 fran.zablocki@mstoner.com Soni Oliver Visual/UXDesigner 
 soni.oliver@mstoner.com Joel Pattison DirectorofStrategy 
 joel.pattison@mstoner.com Greg Zguta Technologist 
 greg.zguta@mstoner.com
  63. 63. Voltaire Santos Miran Co-FounderandCEO 
 @vsantosmiran 312.420.6778 voltaire.miran@mstoner.com Mallory Wood DirectorofMarketing 
 @mallorywood 802.457.9234 mallory.wood@mstoner.com
 Resources • Take a Deep Dive: 
 Google Analytics and Tag Manager 
 http://mstnr.me/ AnalyticsSeries2016 • Register: 
 Accessibility for Digital Storytelling
 http://mstnr.me/ AccessibilityWebinar16 Greg Zguta TechnicalLead @gzguta 314.884.1803 greg.zguta@mstoner.com
  64. 64. Questions & Answers

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