Using Metrics to Investigate, Evaluate and Decide is a presentation about using web analytics and metrics to measure the performance of online marketing campaigns and websites. It discusses tools like Google Analytics, Facebook Insights, Twitter analytics and others that can track metrics like website traffic, social media engagement, search traffic and more. The goal is to set objectives for campaigns and sites, then use analytics to see what strategies and content are most effective at meeting those goals and driving actions like donations, purchases or signups. The presenters provide examples of how nonprofits can use various analytics to improve their online strategies.

1. Using Metrics to Investigate, Evaluate and Decide
2010 Nonprofit Technology and Communications Conference
Remix*Refresh*Reload: Balancing New Media and Traditional Strategy
March 24, 2010

2. Who We Are: About Tunheim Partners
Well-regarded thinking and crisp execution –
these are the building blocks of Tunheim Partners.
Our clients turn to us to help them capitalize
on important communications opportunities.
We respond with insightful counsel and service
to help them achieve their objectives.

3. Presenters
 David Erickson, director e-Strategy, Tunheim Partners
Gen X
Uncle to Millennials
14 years Internet marketing experience
Twitter: @derickson
e-Strategy Internet Marketing Blog – e-StrategyBlog.com
 Kristin Gast, account representative, Tunheim Partners
Millennial
e-Strategy team member
Experience in online marketing and communications
Twitter: @kristingast
Musings of a Twenty-Something – KristinGast.com

4. Measurement Goals
 Set a goal – In order to properly use analytic tools you need to first set a goal of what
you want people to do on your site. Do you want them to fill out a form, make a
purchase, etc. You will then base your strategies around this goal.
 Who is it you want to reach?
Demographic
Geographic
Roles
Donor
Volunteer
Media
Legislature
 Why do you want to reach them?
Create awareness
Get donations
Volunteers
 After you determined your goals you’ll be able to identify the proper channels

5. Web Analytics
 Google Analytics – google.com/analytics
 Webtrends – webtrends.com
 Clicky – getclicky
 Your Web site: Online hub
Word of Mouth
Broadcast media
Print
Email
Search
Social Media
 Google Webmaster Central - google.com/webmasters/
 Google URL Builder
Appears in Traffic Sources > Campaigns

6. Web Analytics
 Clicktale – Web analytics service that give you videos, charts and heatmaps
showing how visitors are interacting with your Web site.
 Features include:
Movies of your visitors' browsing sessions to analyze their behavior (i.e.
mouse movements, mouse clicks, scrolling actions and interactions with
online forms)
Heatmaps show where visitors click, where they look and how far down they
scroll (i.e. where visitors stop and pay attention, what parts they skip, how
far they scroll)
Link Analytics shows interactions, hover and hesitation time
Form Analytics reveals problem fields in online forms that cause visitors to
leave
Pricing – there is a free option, but it is limiting, especially if you have an
active site.

7. Web Analytics
Click to view videos showing the
exact experience a user had on
your site
Check out what country your
visitors comes from
Amount of time people spent on
your site
How are your visitors finding
your site?

8. Web Analytics
Clicktale’s Scrolling Heatmap
Red = scrolled slowest,
most engaged with site
Blue = scrolled quickest,
least engaged with site
Business application
• Put the most important
information where people
are already focusing their
attention.

9. Web Analytics
 CrazyEgg – visuals and heatmaps of how your visitors are interacting with
your page.
Hover to reveal link click
rates
Business application
• Which of your links are
visitors clicking on?
• What kind of
information are they
looking for when they
visit your site?

10. Web Analytics
 CrazyEgg Heatmap
Shows which parts of your page
visitors are clicking on. Hot colors
equal more clicks.
Business application
• Put your organization’s most
important information where
people’s eyes are naturally drawn.

11. Web Analytics
 CrazyEgg Confetti
Another way to see where
your visitors are clicking.
Each dot represents a
click.
Can sort by:
• Referrer
• Search engine
• Search term
• Time of day
• Day of week
• Browser
Other Web analytic tools: Get Clicky, Statcounter

12. Search Analytics
 Google Trends & Insight for search
• Shows increases in search traffic for specific
terms
• Can sort by region or timeframe
• Can compare multiple terms by adding a
comma in your search inquiry
Business application
• Are you optimizing your page for the correct
search terms at the correct time of year?
• Are you reaching out to your key audience
when they are most likely to be searching for
you?
Other search analytic tools: Keyword Discovery, Wordtracker

13. Competitive Analytics
 Google AdPlanner
Gives statistics on various Web sites including:
• Daily unique visitors
• Gender
• Age
• Education
• Household Income
• Other sites visited
Business application
• Are your visitors the demographic that you
expect them to be?
• Are you reaching out to this demographic in
your other marketing tactics?
• What other sites are your visitors going to?
• What demographic of people are visiting your
competitors’ sites?

14. Competitive Analytics
 Quantcast

15. Competitive Analytics
 Compete Compare statistics on up to five different Web sites such as:
• Daily unique visitors
• Referral sources
• Search terms

16. Blog Analytics
 FeedBurner • FeedBurner’s subscriber count is based on an
approximation of how many times your RSS feed has been
requested in a 24-hour period.
• Subscribers is inferred from an analysis of the many
different feed readers and aggregators that retrieve this feed
daily.
• Subscribers count is calculated by matching IP address
and feed reader combinations, then using a detailed
understanding of the multitude of readers, aggregators, and
bots on the market to make additional inferences.
• It can reflect the number of subscribers on a given day or
the average number of subscribers over the course of time.
Business application
• People generally subscribe to only their favorite blogs.
• Is the content on your blog appealing enough to people to
make them want to get your posts directly to their reader?

17. Local Listing Analytics
 Google Local Business Center
Business Application:
• Insert brand-specific messages
• Add photos of products, business, customers, etc.
• Impressions/Actions/Driving Directions

18. Blog Analytics
 Backtype
• Enter search term
• Bring up comments people are making either
on news articles, blogs or Twitter.
Business application
• Perfect for monitoring online chatter about a
given topic
• Great tool to see what the masses are saying
during a crisis
Other blog analytics tools: Google Reader, Bloglines

19. Social Analytics
 Facebook – Interaction Graphs
• Interactions occur when someone writes on your wall,
comments on your post or likes your content.
• Post quality measures how engaging your posts have
been to Facebook users over a rolling seven-day period.
Business application
• Are your fans engaging with the content you are
posting?
• How are they engaged (i.e., are they reacting to your
content or adding their own wall posts?

20. Social Analytics
• Interaction graphs show how fans are interacting with your
posts and consuming your material.
• Can sort by interactions (total, comments, wall posts,
likes), interactions per post, post quality, discussion posts,
reviews and mentions.
• Sort by timeframe to see how interactions change over
time.

21. Social Analytics
 Facebook – Gender and Age Charts
Active Fans = Fans who have written on your wall or
engaged with your posts in the last week.
Business application
• Is this the gender breakdown you expected?
• Is this the gender breakdown you want?

22. Social Analytics
 Facebook – Location Lists

23. Social Analytics
 Facebook – Fan Graphs
• Shows trends in user acquisition and subscription
• Can sort by total fans/unsubscribed fans, new/removed fans, top
countries, demographics, pageviews/unique pageviews,
unsubscribes/resubscribes and media consumption
• Change timeframe to see how interactions change over time.

24. Social Analytics
 Facebook – Post Insights
• Facebook offers insights for individual posts for high
volume pages
• Impressions = raw number of times this story has
been seen on your wall and in the news feed of your
fans
• Feedback is the number of comments and likes per
impression
Business application
• Is there a certain type of post that is getting the most
reaction out of your fans?

25. Social Analytics
 Twitter Search
• Real-time results of what people are
saying on Twitter about any topic
• Also shows trending topics
• Use advanced search option to limit
results based on location, person, date,
attitude and much more
Business application
• Are you creating the kind of chatter
you want?
• What are people saying about your
organization and marketing tactics?

26. Social Analytics
 Ad.ly
• Gives insight into when your content is
likely to be re-tweeted and when your
followers are most engaged with you
• Tells you who your most influential
followers are
Business application
• At what time of day should you be
sending the majority of your tweets?
• Are there specific, influential followers
you should be paying attention to and
making a point of interacting with?

27. Social Analytics
 TweetReach
• Shows how many people have seen a
phrase, hashtag or link on Twitter, based
on tweets, mentions and re-tweets
• Shows who is passing along your
information.
• Can also, search a Twitter user to see
how influential they are.
Business application
• See how many people are seeing the
information you’re tweeting about
• Find out who the top Twitter users
passing along your content are, these are
your biggest advocates.
• Are there people who are passing along
similar content as yours who you have not
engaged with yet?
• Are your competitors links, hashtags and
information traveling further than yours?

28. Social Analytics
 Twitter Grader
• Calculates what kind of an impact a Twitter user has
by assigning a grade
• The grade is determined based on number of
followers, power of followers, updates, update
recency, follower/following ratio and engagement
• It is then compared against all other Twitter users
that also have a score.
• So, a Twitter Grade of 80, means that 80% of other
users got a lower score.
• Lists “Twitter Elite” based on location
Business application
• Are you making an impact on Twitter?
• Are you reaching out to the Twitter Elite in your
area?

29. Social Analytics
 YouTube
• Determine what kind of an impact your
videos are making based on views, ratings
and comments.
• Shows if and where your video has been
shared
• Lists what demographic your video is most
popular with
Business application
• Are people watching your videos?
• Are your videos appealing to your target
audience?
• Where are people sharing the videos?

30. Social Analytics
 YouTube
• Advanced YouTube analytics give
information on demographics, location
• Hot spots shows what part of the video
people are paying the most attention

31. Social Analytics
 Flickr
• With a basic account you can look at
number of views, number of people who call
the photo a favorite, amount of comments,
sentiment of comments.
• With a paid pro account you get more stats
including graphs showing what your most
viewed photo is, etc.
Business application
• Are people seeing your photos?
• Are they liking your photos?

32. Link Analytics
 Yahoo Site Explorer
• Tells you who is linking to a Web page,
article, press release, etc.
• Take out links from your site
Business application
• Find audiences for a particular topic
• What type of interest has there been for a
press release or news story you have been
mentioned in

33. Link Analytics
 Bit.ly
• Shows how many people have clicked on
your link.
• Top number is number of people who have
clicked on your link
• Bottom number is all the clicks on the
aggregate bit.ly link
• Shows timeframe, location, where the link is
being shared
Business application
• Know how many people are looking at your
content
• Make a unique link for your Facebook post,
Tweet and E-mail newsletter and see which
tactic gets the most clicks
Other link analytics: Delicious

34. E-mail Analytics
 Constant Contact
 MailChimp
E-newsletter service that provides analytics
on
• Opens
• Click through
• Segmentation
• A/B Testing

35. Thank you
 For a copy of this presentation go to:
http://slideshare.net/tunheimpartners
 For more information contact:
David Erickson
952-851-7242
derickson@tunheim.com
Twitter.com/derickson
Kristin Gast
kgast@tunheim.com
Twitter.com/kristingast
Tunheim.com
e-Strategy.com