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MeasureCamp Milan 2018: Digital Analytics for the Public Sector


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Digital analytics for the public sector: what is different?

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MeasureCamp Milan 2018: Digital Analytics for the Public Sector

  1. 1. Digital analytics for the public sector Mikko Piippo
  2. 2. @mikkopiippo Mikko Piippo Partner, senior consultant at Hopkins, Helsinki. ● Twitter @mikkopiippo ● LinkedIn ● Blog ● Email:
  3. 3. Plain vanilla implementations (almost) everywhere
  4. 4. @mikkopiippo A common scenario Plain vanilla Google Analytics or Matomo Analytics ● No goal tracking ● No event tracking ● No custom dimensions People & skills: ● No internal web analysts ● No external consultants Analytics is used for reporting, not for optimisation.
  5. 5. We need to change this, don’t we?
  6. 6. @mikkopiippo No budget & no people “If they don’t have money to do analytics, to me, it’s just another demonstration of wasted tax payer money.”
  7. 7. @mikkopiippo Lack of analytics is unacceptable “No/bad analytics is in the public sector unacceptable opacity in a democracy”
  8. 8. @mikkopiippo We need analytics “If they serve a purpose, they need analytics.”
  9. 9. What is different?
  10. 10. @mikkopiippo Digital Analytics for Public Sector What to do when we don’t have ● Top of the funnel - advertising ● Bottom of the funnel - conversions Sometimes, we also don’t have ● Traffic & engagement > Standard AIDA based frameworks are not really useful.
  11. 11. @mikkopiippo Software used Google Analytics ● In Finland: used by municipal sites Matomo Analytics ● In Finland: used by government sites
  12. 12. @mikkopiippo Matomo & public sector ● Free and open source, 100 % data ownership ● On premises and cloud based ● Simple to use, similar to Google Analytics ● Performance issues with community edition on high traffic site (MySQL)
  13. 13. Uses of analytics
  14. 14. @mikkopiippo Three uses of analytics 1. Attribution 2. Allocation 3. Optimisation
  15. 15. @mikkopiippo Attribution We are used to attributing conversions to traffic channels, campaigns and content. Government and municipal sites usually don’t have clear conversions. And they are not advertised. ● So what should be attributed and to what? ● Do we have any goals? ● What is a desirable outcome?
  16. 16. @mikkopiippo Allocation As soon as we have solved the issue of attribution, we can improve allocation. In the digital world: ● Should we allocate more budget to content production? ● To what types of content? ● Maybe add some advertising?
  17. 17. @mikkopiippo Optimisation We can optimise the website as long as we have goals and metrics to be used as basis of the optimisation. Own media - rarely paid media ● User experience ● SEO ● Content
  18. 18. @mikkopiippo Analytics & politics Just like in the business, data & analytics can be used for a bigger budget. ● “The service is used by the citizens. We need to digitize even more of our services.” ● “The UX isn’t optimal, thus we need developer resources.” ● “Our reach is too small, thus we need more budget.”
  19. 19. There is a lot of work to be done. Go and change your bureacracies!