Getting Strategic with Digital - Analytics and Digital Strategy

nForm User Experience
nForm User ExperienceConsulting Firm at nForm User Experience
Getting Strategic With Digital:
Analytics and Digital Strategy
Moving from
“How did we do?”
to
“What should we do?”
Getting Strategic with Digital  - Analytics and Digital Strategy
Strategy
“a plan of action or policy
designed to achieve a major
or overall aim”
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
14K
Getting Strategic with Digital  - Analytics and Digital Strategy
Name - unknown to us
Date: November 14, 2014
We knew 2 weeks out
How can we “own” the message?
Event + media + social + web + email
Announcing a new President
What happens when a
new president is
announced?
Getting Strategic with Digital  - Analytics and Digital Strategy
•  Mark Schlissel, University of Michigan
•  January 2014
•  Michael Drake, The Ohio State University
•  January 2014
•  Arvind Gupta, University of British Columbia
•  March 2014
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
•  Web
•  News
•  Bio
•  Media materials
•  Transition site
•  Social
•  Email
•  Live event
•  Media Relations
Nov 14 9:48 AM
Nov 14 9:49 AM
Getting Strategic with Digital  - Analytics and Digital Strategy
News Site
Transition Site
Nov 14, 11:29 AM
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Bad
Getting Strategic with Digital  - Analytics and Digital Strategy
Google Trends
Getting Strategic with Digital  - Analytics and Digital Strategy
http://www.cbsnews.com/news/student-group-wants-uc-davis-chancellor-to-quit-
over-pepper-spray-pr/
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Camps in Faculty X
Metric 2014 2015 Change
Overall Pageviews 24,227 49,088* 103%
Registrations 302 521 49%
Spots Available 391 544 28%
% Sold 77% 96% 25%
* 70% from organic search
Look for different ways to use
your data
•  Segments
•  Different views
•  Combine and compare
•  Tell a story
Festival of Ideas 2010 Data
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Event Capacity
April
Projection
October
Projection
Final Difference
A 680 360 185
B
500
(Moved
from 680)
450 311
C 580 500 183
D 1,900 600 192*
Event Capacity
April
Projection
October
Projection
Final Difference
A 680 360 185 240 120
B
500
(Moved
from 680)
450 311 452 2
C 580 500 183 297 203
D 1,900 600 192 238 362*
“Name recognition
is not a predictor of
success in my
humble opinion”
May 5, 2015
March 2015
April 7: Election Called
May 5: Election
March 2015
April 2015
May 2015
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Getting Strategic with Digital  - Analytics and Digital Strategy
Micro sites vs one big site.
http://www.brightedge.com/resources/events/share/15/
sessions/s303-international-search-localization-melissa-
walner?
elq=b22cd94f9e02404d852f3b767d962360&elqCampaignId=4
36&elqaid=523&elqat=1&elqTrackId=530b928583464a339d56
179e99ba9856
Links
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Getting Strategic with Digital - Analytics and Digital Strategy