How to Measure Everything: Analytics for Content Creators

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Are you a content creator, not a numbers person? A writer, not a web analyst? A creative person who runs away screaming whenever someone starts talking about Google Analytics? This session is for you. Assessing your content is a basic part of any content strategy, and analytics?web, social media, and otherwise?are great tools to help content creators understand how effective their content is. We'll look at how to use the many tools at our disposal to get specific, actionable insights on your content and how to improve it. Find out the signs that show your content is doing its job, and the signs that show that things need a little work. Even if you don't consider yourself a numbers person, you can use analytics to help you create better web and social media content.

Published in: Technology, Education

How to Measure Everything: Analytics for Content Creators

  1. 1. How to Measure Everything Michael Powers Indiana University of Pennsylvania Analytics for Content Creators #MeasureEverything
  2. 2. How to Measure Everything Michael Powers Indiana University of Pennsylvania Analytics for Content Creators * #MeasureEverything
  3. 3. OK, not everything, but...*
  4. 4. OK, not everything, but... •Ways to make your content better by measuring it *
  5. 5. OK, not everything, but... •Ways to make your content better by measuring it •With numbers *
  6. 6. OK, not everything, but... •Ways to make your content better by measuring it •With numbers •Even if you’re not a “numbers person” *
  7. 7. OK, not everything, but... •Ways to make your content better by measuring it •With numbers •Even if you’re not a “numbers person” •“Micro” analytics *
  8. 8. About Me
  9. 9. About Me •Director of Electronic Communications at Indiana University of Pennsylvania
  10. 10. About Me •Director of Electronic Communications at Indiana University of Pennsylvania •Taught web writing at Higher Ed Experts
  11. 11. About Me •Director of Electronic Communications at Indiana University of Pennsylvania •Taught web writing at Higher Ed Experts •Coded first HTML in 1993
  12. 12. About Me •Director of Electronic Communications at Indiana University of Pennsylvania •Taught web writing at Higher Ed Experts •Coded first HTML in 1993 •Ph.D. in English
  13. 13. About Me •Director of Electronic Communications at Indiana University of Pennsylvania •Taught web writing at Higher Ed Experts •Coded first HTML in 1993 •Ph.D. in English •@mjpowers
  14. 14. About You •Writer •Designer •“Content creator” •Not a big Google Analytics user
  15. 15. Analytics are for everyone.
  16. 16. “Not everything that can “be counted counts, and “not everything that “counts can be counted.”
  17. 17. “Not everything that can “be counted counts, and “not everything that “counts can be counted.” —William Bruce Cameron
  18. 18. “Not everything that can “be counted counts, and “not everything that “counts can be counted.” —William Bruce Cameron
  19. 19. “a data-driven life is “the sexiest digital “life you can imagine.” —Avinash Kaushik
  20. 20. Or, do it for your boss. He loves data.
  21. 21. Or, do it for your boss. He loves data. (Not my actual boss)
  22. 22. Readability 1 Measure
  23. 23. Readability scores measure how easy to read a text is.
  24. 24. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.
  25. 25. 4 sentences 72 words 90 syllables Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.
  26. 26. Flesch-Kincaid Grade Level Formula 0.39 × (words ÷ sentences) + 11.8 × (syllables ÷ words) − 15.59
  27. 27. read-able.com
  28. 28. read-able.com
  29. 29. read-able.com
  30. 30. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. Flesch-Kincaid Grade Level: 6.2
  31. 31. Our undergraduate and graduate classes are designed to offer future journalists—and private and public sector leaders who will interact with them—a thorough understanding of the role of the press in the policy making process. Through instruction and internships, students learn about the principles and the practice of journalism, while mastering the broader background of studies in public policy, politics, economics, history and other liberal arts. 2 sentences 67 words 113 syllables
  32. 32. Our undergraduate and graduate classes are designed to offer future journalists—and private and public sector leaders who will interact with them—a thorough understanding of the role of the press in the policy making process. Through instruction and internships, students learn about the principles and the practice of journalism, while mastering the broader background of studies in public policy, politics, economics, history and other liberal arts. 2 sentences 67 words 113 syllables Grade Level: 17.4
  33. 33. We don’t need elevators. We’re only going to put athletes in this dorm.
  34. 34. •Makes web reading easier, even for highly skilled readers •Readers read more, understand more •Readable content gets shared more often •Easy to check Why care about readability?
  35. 35. Solutions for poor readability •Shorter words •Shorter sentences •Less passive voice •Less jargon
  36. 36. A LITTLE BIT OF A TUMBLER. A shining indication of yellow consists in there having been more of the same color than could have been expected when all four were bought. This was the hope which made the six and seven have no use for any more places and this necessarily spread into nothing. Spread into nothing.
  37. 37. A LITTLE BIT OF A TUMBLER. A shining indication of yellow consists in there having been more of the same color than could have been expected when all four were bought. This was the hope which made the six and seven have no use for any more places and this necessarily spread into nothing. Spread into nothing.
  38. 38. “See what I mean?”
  39. 39. “Data is your eyes, “not your brain.” —Colleen Jones
  40. 40. A report to start with •Content •Site Content •All Pages
  41. 41. A report to start with •Content •Site Content •All Pages
  42. 42. Pages from Your Site
  43. 43. Pages from Your Site Measurements
  44. 44. Not as useful for content creators •Entrances •% Exit
  45. 45. Pageviews 2 Measure
  46. 46. “Um, yeah, if we “could more hits on “the website—that “would be great.”
  47. 47. “Um, yeah, if we “could more hits on “the website—that “would be great.” (Also not my actual boss)
  48. 48. Pageviews: how many times a page has been loaded into a browser.
  49. 49. Why not hits? •A hit is the download of a single file •1 page = 10, 20, 30 or more files
  50. 50. High pageviews aren’t always a success
  51. 51. High pageviews aren’t always a success
  52. 52. Low pageviews aren’t always a content issue
  53. 53. Low pageviews aren’t always a content issue •Navigation is difficult •Page is orphaned •Maybe the link didn't get sent out in that e-mail •The server is offline
  54. 54. Solutions for low pageviews
  55. 55. Solutions for low pageviews •Improve readability
  56. 56. Solutions for low pageviews •Improve readability •Improve utility to users
  57. 57. Solutions for low pageviews •Improve readability •Improve utility to users •Improve Search Engine Optimization (SEO) •Not just a content issue •Right keywords in the right places
  58. 58. Solutions for low pageviews •Improve readability •Improve utility to users •Improve Search Engine Optimization (SEO) •Not just a content issue •Right keywords in the right places
  59. 59. Solutions for low pageviews •Improve readability •Improve utility to users •Improve Search Engine Optimization (SEO) •Not just a content issue •Right keywords in the right places http://moz.com/beginners-guide-to-seo
  60. 60. One more thing about pageviews...
  61. 61. One more thing about pageviews...
  62. 62. $2.1 Million Average Salary in This Elevator
  63. 63. If pageviews are low, other scores may not mean much
  64. 64. Engagement measures •Bounce rate •Avg. Time on Page
  65. 65. Bounce Rate 3 Measure
  66. 66. A bounce is a one-page visit.
  67. 67. The bounce rate is the % of visits to that page that bounce.
  68. 68. 36 entrances ÷ 23 bounces = 63.89% bounce rate
  69. 69. What does it mean?
  70. 70. “I came, “I saw, “I puked.”
  71. 71. So a lower bounce rate is better
  72. 72. So a lower bounce rate is better Except when it’s not
  73. 73. So a lower bounce rate is better Except when it’s not
  74. 74. Solutions for a high bounce rate •Is there an audience that hits this page with the wrong expectations? •Are there useful links on the page? Anyplace to go? •Does the content actually interest people?
  75. 75. Solutions for a high bounce rate •Is there an audience that hits this page with the wrong expectations? •Are there useful links on the page? Anyplace to go? •Does the content actually interest people?
  76. 76. Solutions for a high bounce rate •Is there an audience that hits this page with the wrong expectations? •Are there useful links on the page? Anyplace to go? •Does the content actually interest people?
  77. 77. Solutions for a high bounce rate •Is there an audience that hits this page with the wrong expectations? •Are there useful links on the page? Anyplace to go? •Does the content actually interest people?
  78. 78. Solutions for a high bounce rate •Make it shorter •Improve readability
  79. 79. Avg. Time on Page 4 Measure
  80. 80. Avg. Time on Page is—the average for all visitors to that page. Bounces are averaged in as 0.
  81. 81. Longer can be better
  82. 82. Longer can be better
  83. 83. Except when it’s not
  84. 84. Except when it’s not
  85. 85. What’s a good avg. time on page? •Average reading speed is 200–250 wpm •Words on page ÷ 200 = minutes needed to read the page
  86. 86. 1,214 words ÷ 200 = 6 minutes
  87. 87. Solutions for low time on page
  88. 88. Solutions for low time on page •Make it shorter
  89. 89. Solutions for low time on page •Make it shorter •Improve readability
  90. 90. Solutions for low time on page •Make it shorter •Improve readability •Make sure content interests your audience
  91. 91. Solutions for low time on page •Make it shorter •Improve readability •Make sure content interests your audience •Delete the page
  92. 92. How do we use more of our brains here?
  93. 93. Bounce Rate: 95%
  94. 94. Navigation Summary
  95. 95. 92% enter on this page
  96. 96. 92% enter on this page
  97. 97. 92% enter on this page 93% exit from this page
  98. 98. 92% enter on this page 93% exit from this page
  99. 99. Segmentation
  100. 100. How did they get to the site? Segment by Source
  101. 101. How did they get to the site? Segment by Source
  102. 102. How did they get to the site? Segment by Source
  103. 103. Are they new to the site? Segment by Visitor Type
  104. 104. Are they new to the site? Segment by Visitor Type
  105. 105. Are they new to the site? Segment by Visitor Type
  106. 106. Where are they? Segment by Metro
  107. 107. Where are they? Segment by Metro
  108. 108. Where are they? Segment by Metro
  109. 109. Were they on mobile?
  110. 110. Were they on mobile?
  111. 111. Were they on mobile?
  112. 112. What’s a Good Score?
  113. 113. It depends
  114. 114. Grade me! Look at me! Evaluate and rank me! I’m good, good, good and oh so smart! GRADE ME!
  115. 115. Problems with analytics •Sites are different •Google Analytics installs can be different •Goals are different •Analytics isn’t always accurate...
  116. 116. 40?
  117. 117. 40? 40?
  118. 118. 40? 40? 40?
  119. 119. “So what you’re “saying is that all “these numbers “are meaningless.”
  120. 120. Use analytics data in comparison •With last week, last month, last year •With similar pages on your website •Dept. vs. dept. •Major page vs. major page
  121. 121. Goals
  122. 122. Higher ed goals 1. Get students 2. Help students, faculty, and alumni succeed 3. Get donations to keep doing 1. and 2.
  123. 123. Higher ed goals 1. Get students 2. Help students, faculty, and alumni succeed 3. Get donations to keep doing 1. and 2. $
  124. 124. Higher ed web goals •Attract potential students •Get applications •Help students find _____ •Engage alumni •Take donations
  125. 125. Higher ed web goals •Attract potential students •Get applications •Help students find _____ •Engage alumni •Take donations $
  126. 126. GA allows these as goals •Getting to a page •Clicking on something •Seeing a certain number of pages •Staying a certain number of minutes
  127. 127. Set up goals in Google Analytics Donation [donation value] Application $??? Visit registration $???
  128. 128. Set up goals in Google Analytics Donation [donation value] Application $200 Visit registration $100
  129. 129. Set up goals in Google Analytics Donation [donation value] Application $2,000 Visit registration $1,000
  130. 130. “So now you’re “just making the “numbers up?”
  131. 131. Page Value 5 Measure
  132. 132. Page value is... Value of any “transactions” that happen after a visit to this page ÷ Number of unique pageviews for this page
  133. 133. Home Page Admissions B.S. in Math Visit Campus Visit Sign-Up Form Thanks for Registering
  134. 134. Home Page Admissions B.S. in Math Visit Campus Visit Sign-Up Form Thanks for Registering $100
  135. 135. Home Page Admissions B.S. in Math Visit Campus Visit Sign-Up Form Thanks for Registering $100$20$20 $20$20$20
  136. 136. Solutions for low page value •Is this page related to a goal? •Shorter, more readable, include calls to action •Usability test •Content experiment
  137. 137. Sharing Data 6 Measure
  138. 138. Various kinds of sharing data tell you how often your web content has been shared on social networks
  139. 139. Shared Count
  140. 140. AddThis/ShareThis
  141. 141. AddThis/ShareThis
  142. 142. •Better readability, shorter content •Better metadata •Know your audience •Read Dan Zarrella’s Hierarchy of Contagiousness Solutions for low sharing rate
  143. 143. •Better readability, shorter content •Better metadata •Know your audience •Read Dan Zarrella’s Hierarchy of Contagiousness Solutions for low sharing rate
  144. 144. •Better readability, shorter content •Better metadata •Know your audience •Read Dan Zarrella’s Hierarchy of Contagiousness Solutions for low sharing rate
  145. 145. •Better readability, shorter content •Better metadata •Know your audience •Read Dan Zarrella’s Hierarchy of Contagiousness Solutions for low sharing rate
  146. 146. •Better readability, shorter content •Better metadata •Know your audience •Read Dan Zarrella’s Hierarchy of Contagiousness Solutions for low sharing rate
  147. 147. Social Media Engagement 7 Measure
  148. 148. Followers Engagement Shares/Actions From follower to “customer”
  149. 149. Followers Engagement Shares/Actions From follower to “customer”
  150. 150. Social media engagement measures show how many of your followers interact with your content.
  151. 151. Most go something like this: clicks ÷ posts ÷ followers This gives you the percentage of followers who engage with each post.
  152. 152. What’s a click? Facebook Twitter Like Mention Comment Retweet Share Link click
  153. 153. So the formula for Facebook would be: (likes + comments + shares) ÷ posts ÷ followers
  154. 154. (30,286 likes + 703 comments + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans =
  155. 155. (30,286 likes + 703 comments + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans = 0.92% engagement
  156. 156. “0.92%? That’s tiny. “George Takei is “bad at social “media.”
  157. 157. (101,010 likes + 2,266 comments + 9,144 shares) ÷ 2 posts ÷ 4,165,311 fans = 1.35% engagement
  158. 158. But isn’t a share or a comment worth more than a like?
  159. 159. The Varsity Outreach Formula
  160. 160. The Varsity Outreach Formula
  161. 161. The Varsity Outreach Formula
  162. 162. (30,286 likes + 703 comments + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans = 0.92% engagement
  163. 163. (30,286 likes × 2 + 703 comments × 2 + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans = 1.66% engagement
  164. 164. (30,286 likes × 2 + 703 comments × 2 + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans × 1,000 = 1,660 engagement
  165. 165. Choose a formula that works for you and stick with it.
  166. 166. Putting It All Together
  167. 167. So, how’s our content doing?
  168. 168. Content analytics spreadsheet
  169. 169. Content analytics spreadsheet
  170. 170. Content analytics spreadsheet
  171. 171. The Measures 1. Readability 2. Pageviews 3. Bounce Rate 4. Avg. Time on Page 5. Page Value 6. Sharing Data 7. Social Media Engagement
  172. 172. Questions?

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