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Data Data Everywhere How not to drown in a sea of analytics Jonathan Weber Marissa Goldsmith Dan Michel
Overcoming Challenges and Building a Data-Driven Culture Jonathan Weber, Web Analyst LunaMetrics www.lunametrics.com/blog
Before anything else… <ul><li>Know your goals </li></ul>
#1: Create an internal advisory board
#2: Identify your executive champions
#3: Put it into their performance plan
#4: Have successes
#5: Tell everyone about your successes
#6: Put it on the agenda at staff meetings
#7: Have fun with it
#8: Tell them in words they understand Lurkers 85% of visits One-timers 10% of visits Repeaters 4% of visits Raving fans 1...
#9: Create actionable insights Thanks, Avinash:  www.kaushik.net/avinash
#10: Identify your opponents
Bonus: Show your opponents that the competition is all over it
Marissa Goldsmith marissa.goldsmith@ beaconfire.com Beaconfire Consulting http://www.beaconfire.com
What He Said!
What not to say <ul><ul><li>I had 2,534 visitors to my Web site on Monday, but only 2,510 on Tuesday. What’s wrong?  </li>...
Pick Your Poison
Pick Your Poison
Supplement if you need to
Supplement if you need to
And use what you’ve got!
And use what you’ve got!
NO WRAPPER LEFT BEHIND!
You want analytics to be everywhere! <ul><li>So take stock of your tools… </li></ul><ul><ul><li>CMS </li></ul></ul><ul><ul...
Getting to know your tools
Questions to ask…CMS <ul><li>Can I add Analytics code myself? </li></ul><ul><li>How many templates/wrappers will I need to...
Questions to ask…CRM <ul><li>What functions are automated? Will this interfere with my analytics? </li></ul><ul><li>Can I ...
To Script or not to Script…
Do more than just paste and forget… <ul><ul><li>Tracking PDFs </li></ul></ul><ul><ul><li>Tracking External Links </li></ul...
To Script or not to Script <ul><li>How to do specialized scripting: </li></ul><ul><ul><li>Write your own script. </li></ul...
Have fun with filters!
Special Analytics Features <ul><li>Getting Full Referrer </li></ul><ul><li>Combine Hostname + URI </li></ul><ul><li>Title ...
Do the Test!
Test like you’ve tested before!  <ul><li>Test for analytics like you would any other functionality.  </li></ul><ul><li>Thi...
Want to do more?
Dan Michel
Align Analytics with web site goals <ul><li>What are you trying to achieve? </li></ul><ul><ul><li>Awareness </li></ul></ul...
Feedingamerica.org <ul><li>Multiple platforms </li></ul><ul><ul><li>FeedingAmerica.org site on Sitecore </li></ul></ul><ul...
Google Analytics <ul><li>Multiple profiles to show different goals </li></ul><ul><ul><li>Donations </li></ul></ul><ul><ul>...
Dashboard
Evaluation Code:  124 How Was this Session? Call In Text Online Call  404.939.4909 Enter Code  124 Text  124  to  69866 Vi...
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Data Data Everywhere - Goldsmith

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A Web site gives a nonprofit access to data that makes old school direct marketers salivate. But many organizations find themselves getting bogged down in producing graphs every month, obsessing over drops in pageviews, throwing their hands up on the air, and deciding they don’t have enough resources to maintain this kind of analytics analysis. Stop obsessing about the small stuff, and start learning about creating a goal-oriented, actionable analytics plan that can help your Web site thrive.

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Data Data Everywhere - Goldsmith

  1. 1. Data Data Everywhere How not to drown in a sea of analytics Jonathan Weber Marissa Goldsmith Dan Michel
  2. 2. Overcoming Challenges and Building a Data-Driven Culture Jonathan Weber, Web Analyst LunaMetrics www.lunametrics.com/blog
  3. 3. Before anything else… <ul><li>Know your goals </li></ul>
  4. 4. #1: Create an internal advisory board
  5. 5. #2: Identify your executive champions
  6. 6. #3: Put it into their performance plan
  7. 7. #4: Have successes
  8. 8. #5: Tell everyone about your successes
  9. 9. #6: Put it on the agenda at staff meetings
  10. 10. #7: Have fun with it
  11. 11. #8: Tell them in words they understand Lurkers 85% of visits One-timers 10% of visits Repeaters 4% of visits Raving fans 1% of visits
  12. 12. #9: Create actionable insights Thanks, Avinash: www.kaushik.net/avinash
  13. 13. #10: Identify your opponents
  14. 14. Bonus: Show your opponents that the competition is all over it
  15. 15. Marissa Goldsmith marissa.goldsmith@ beaconfire.com Beaconfire Consulting http://www.beaconfire.com
  16. 16. What He Said!
  17. 17. What not to say <ul><ul><li>I had 2,534 visitors to my Web site on Monday, but only 2,510 on Tuesday. What’s wrong? </li></ul></ul><ul><ul><li>Our site is successful because we had 10,000 visitors in January, and then 12,000 in February. </li></ul></ul>Instead… <ul><ul><li>Define Success in more abstract terms, and use the analytics to support it. </li></ul></ul>
  18. 18. Pick Your Poison
  19. 19. Pick Your Poison
  20. 20. Supplement if you need to
  21. 21. Supplement if you need to
  22. 22. And use what you’ve got!
  23. 23. And use what you’ve got!
  24. 24. NO WRAPPER LEFT BEHIND!
  25. 25. You want analytics to be everywhere! <ul><li>So take stock of your tools… </li></ul><ul><ul><li>CMS </li></ul></ul><ul><ul><li>eCRM </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Community Tools </li></ul></ul><ul><li>And the wrappers in each of them. </li></ul>
  26. 26. Getting to know your tools
  27. 27. Questions to ask…CMS <ul><li>Can I add Analytics code myself? </li></ul><ul><li>How many templates/wrappers will I need to update when I add/change analytics? </li></ul><ul><li>Can I add my own Javascript code to do special tracking? </li></ul><ul><li>Does the CMS add other scripts automatically? </li></ul>
  28. 28. Questions to ask…CRM <ul><li>What functions are automated? Will this interfere with my analytics? </li></ul><ul><li>Can I integrate donations/online shopping with an eCommerce/store analytics module? </li></ul>
  29. 29. To Script or not to Script…
  30. 30. Do more than just paste and forget… <ul><ul><li>Tracking PDFs </li></ul></ul><ul><ul><li>Tracking External Links </li></ul></ul><ul><ul><li>Other specialized tracking </li></ul></ul><ul><ul><ul><li>Tracking between CMS and CRM pages </li></ul></ul></ul><ul><ul><ul><li>Adding information for specialized reporting. </li></ul></ul></ul>
  31. 31. To Script or not to Script <ul><li>How to do specialized scripting: </li></ul><ul><ul><li>Write your own script. </li></ul></ul><ul><ul><li>Borrow someone else’s </li></ul></ul><ul><ul><li>Do a combination of both </li></ul></ul><ul><ul><ul><li>Bind to script libraries: </li></ul></ul></ul><ul><ul><ul><ul><li>Jquery </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Scriptaculous </li></ul></ul></ul></ul>
  32. 32. Have fun with filters!
  33. 33. Special Analytics Features <ul><li>Getting Full Referrer </li></ul><ul><li>Combine Hostname + URI </li></ul><ul><li>Title + URI </li></ul>
  34. 34. Do the Test!
  35. 35. Test like you’ve tested before! <ul><li>Test for analytics like you would any other functionality. </li></ul><ul><li>Think of the transactions you’re tracking. </li></ul><ul><li>Use GAIgnoreMyHits to isolate your particular visit. </li></ul><ul><li>Test each situation. </li></ul><ul><li>In some cases wait…and see if the results are the same. </li></ul>
  36. 36. Want to do more?
  37. 37. Dan Michel
  38. 38. Align Analytics with web site goals <ul><li>What are you trying to achieve? </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Other? </li></ul></ul>
  39. 39. Feedingamerica.org <ul><li>Multiple platforms </li></ul><ul><ul><li>FeedingAmerica.org site on Sitecore </li></ul></ul><ul><ul><li>Donations on Convio </li></ul></ul><ul><ul><li>Advocacy on DDC </li></ul></ul>
  40. 40. Google Analytics <ul><li>Multiple profiles to show different goals </li></ul><ul><ul><li>Donations </li></ul></ul><ul><ul><li>Food bank locator stats </li></ul></ul><ul><ul><li>Hunger Action Month microsite </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Other campaigns </li></ul></ul>
  41. 41. Dashboard
  42. 42. Evaluation Code: 124 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 124 Text 124 to 69866 Visit nten.org/ntc-eval Enter Code 124 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!

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