Amp conference web analytics and ift case study

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Amp conference web analytics and ift case study

  1. 1. Association Media & Publishing g Web Analytics W b A l ti Measure, Write, Measure: Using Analytics to H l Shape O li A l ti t Help Sh Online Editorial Tuesday, May 18th
  2. 2. Agenda Collection, Understanding, Decision Making What is web analytics? Why h ld Wh should I care? ? What should I measure? What do I do with the information? Who should be tasked? When do I start? Case Study: Institute of Food Technologists
  3. 3. What is web analytics? Aggregated information about visitors. How did visitors find my website? y Did they have a pleasant experience? Why did they visit?
  4. 4. Why should I care? Achieve your business goals, improve association member experience. What do you want visitors to do on the website, what do visitors want to do on the site? If you know what you want your visitors to do, do you know why and whether or not it something d h th t its thi visitors WANT?
  5. 5. What should I measure? Measure what impacts decision making! What may be important to you, may not be important to the person down the hallway What do you control, what do you influence?
  6. 6. What do I do with the data? Make informed decisions. Drive content strategy (drill down) Improve visibility of popular content Strengthen partnerships with websites that refer traffic
  7. 7. Who should be tasked? Everyone, kinda. What part’s of your business are impacted by the association website(s)? Who is handy with Excel? Who’s the newbie?
  8. 8. When should I start? NOW, but you probably already started. Who’s the person who makes the changes and updates to the website?
  9. 9. Case Study: Institute of Food Technologists Association, publisher, conference organizer
  10. 10. Case Study: Institute of Food Technologists Why did IFT care? New Website Member experience Advertising revenue
  11. 11. Case Study: Institute of Food Technologists What does IFT Measure? Visitors Pageviews Bounce Rates Traffic Referrals Conversions New Members Subscribers Online Learning Sales
  12. 12. Case Study: Institute of Food Technologists Who was tasked? Knowledge and Learning Advertising Sales
  13. 13. Case Study: Institute of Food Technologists When did IFT start? Long time ago…Webtrends 8 months ago…Google Analytics
  14. 14. Case Study: Institute of Food Technologists What does “start” mean for IFT? Business goal review Test group selection Translation of group business goals into measurement points Staff training, coaching, evangelization Monthly review of data, contextualize!
  15. 15. Case Study: Institute of Food Technologists What’s happened since “start?” Testing scenarios Benchmarks developed Understanding of group impact and adoption
  16. 16. Case Study: Institute of Food Technologists SEO Implications… More Indexible Content Friendly URLs Title Tags Cross Linking g Inbound link preservation (redirects)
  17. 17. Tool Box Cheap Tools Google Analytics Viral Heat Social Mention Twittalyzer y Google Webmaster Google AdPlanner
  18. 18. Questions? Michael Carr mcarr@aspirantmarketing.com @ p g 708-369-0433

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