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Data Data Everywhere - Goldsmith
- 1. Data Data EverywhereHow not to drown in a sea of analytics Jonathan Weber Marissa Goldsmith Dan Michel
- 2. Overcoming Challenges andBuilding a Data-Driven Culture Jonathan Weber, Web Analyst LunaMetrics www.lunametrics.com/blog
- 3. Before anything else…Know your goals
- 4. #1: Create aninternal advisory board
- 5. #2: Identify yourexecutive champions
- 6. #3: Put itinto their performance plan
- 7.
- 8. #5: Tell everyoneabout your successes
- 9. #6: Put iton the agenda at staff meetings
- 10. #7: Have funwith it
- 11. #8: Tell themin words they understand Lurkers 85% of visits One-timers 10% of visits Repeaters 4% of visits Raving fans 1% of visits
- 12. #9: Create actionableinsights Thanks, Avinash: www.kaushik.net/avinash
- 13. #10: Identify youropponents
- 14. Bonus: Show youropponents that the competition is all over it
- 15. Marissa Goldsmith marissa.goldsmith@beaconfire.com Beaconfire Consulting http://www.beaconfire.com
- 16.
- 17. What not tosay I had 2,534 visitors to my Web site on Monday, but only 2,510 on Tuesday. What’s wrong? Our site is successful because we had 10,000 visitors in January, and then 12,000 in February. Instead… Define Success in more abstract terms, and use the analytics to support it.
- 18.
- 19.
- 20. Supplement if youneed to
- 21. Supplement if youneed to
- 22. And use whatyou’ve got!
- 23. And use whatyou’ve got!
- 24. NO WRAPPER LEFTBEHIND!
- 25. You want analyticsto be everywhere! So take stock of your tools… CMS eCRM Blog Community Tools And the wrappers in each of them.
- 26. Getting to knowyour tools
- 27. Questions to ask…CMSCan I add Analytics code myself? How many templates/wrappers will I need to update when I add/change analytics? Can I add my own Javascript code to do special tracking? Does the CMS add other scripts automatically?
- 28. Questions to ask…CRMWhat functions are automated? Will this interfere with my analytics? Can I integrate donations/online shopping with an eCommerce/store analytics module?
- 29. To Script ornot to Script…
- 30. Do more thanjust paste and forget… Tracking PDFs Tracking External Links Other specialized tracking Tracking between CMS and CRM pages Adding information for specialized reporting.
- 31. To Script ornot to Script How to do specialized scripting: Write your own script. Borrow someone else’s Do a combination of both Bind to script libraries: Jquery Scriptaculous
- 32. Have fun withfilters!
- 33. Special Analytics FeaturesGetting Full Referrer Combine Hostname + URI Title + URI
- 34.
- 35. Test like you’vetested before! Test for analytics like you would any other functionality. Think of the transactions you’re tracking. Use GAIgnoreMyHits to isolate your particular visit. Test each situation. In some cases wait…and see if the results are the same.
- 36. Want to domore?
- 37.
- 38. Align Analytics withweb site goals What are you trying to achieve? Awareness Donations Advocacy Other?
- 39. Feedingamerica.org Multiple platformsFeedingAmerica.org site on Sitecore Donations on Convio Advocacy on DDC
- 40. Google Analytics Multipleprofiles to show different goals Donations Food bank locator stats Hunger Action Month microsite Blog Other campaigns
- 41.
- 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!
Editor's Notes
- #5 Get perspectives from different people -- IT, marketers, web design folks, whoever might touch or be touched by analytics Gives you more insight into how and where analytics is valuable for the business Builds grassroots movement of people who care about analytics
- #6 bottom up is good, but so is top down find executives who want to hear about analytics and feed them good analysis they’ll keep coming back for more and they’ll spread the word to colleagues at their level and people below them
- #7 If you’re a non-boss, find your colleagues and help them look good If you’re a boss, this works great at any level Also good because it helps you focus on *outcomes*
- #8 Of course it’s important to demonstrate success -- demonstrate that analytics have value It’s also important to have an *early* success... if you go too long, people get skeptical that you’re doing anything worthwhile... got to catch their attention early So try to have a plan for successes, take sequential steps... often many baby successes are better than one big success after a long dry spell
- #9 Success doesn’t matter if you don’t tell anyone about it Get recognition so people understand analytics is valuable Tell it to everyone -- people who it matters to, people above you who may notice, people who are totally skeptical, people with different perspectives Get perspectives so you know what’s valuable to the business
- #10 Important to keep it top of mind, don’t bury analytics and only come around to them once a quarter Make it interesting -- what’s one interesting thing you discovered since last time Or turn that around -- what’s the one thing someone wants to know?
- #11 Numbers can be so dry, make fun Experimenting? Make bets If you can get the level of interest and excitement of fantasy football, you’ve got a winning program
- #12 Use terms people understand So, e.g. for a forum --- not “visitors who visit the site frequently but do not post” -- “Lurkers” This does two things First, it personalizes the data and makes it interesting -- gives an inkling about why these people fit together in a group and why we might care Second, people have to ask for the definitions, which gets them engaged with the data
- #13 picture from Avinash’s blog don’t make a giant excel spreadsheet overflowing with data people don’t know what to do with all that data at worst, they start ignoring you at best, they feel overwhelmed and don’t know what to do stick to a few key measurements, add insightful analysis, and focus on the *actions* and *impact* that’s what people can actually do, and why it’s important
- #14 Some people won’t be on board they don’t trust the analytics they trust their gut / they’re not numbers people just don’t think it’s that big a deal Know who these people are and you can deal with them better How do you deal with them? Be convincing If they don’t trust the analytics, be careful with the numbers, provide context and caveats If they trust their own opinions and don’t like numbers, explain the numbers in human terms... it’s easy for them to argue with you, hard to argue with the customer If they don’t think it’s a big deal...
- #15 Fear is a great motivator Delta has twice the revenue of Southwest, but half the online visitors? what’s up with that? why are they doing better than we are? are they making MONEY online, are they selling tickets?! why aren’t we doing that well?
- #18 It’s very important to know what the metrics mean and why the metrics mean success/failure, and what you need to do about them.
- #19 How many people are using tools they pay for? Free tools?
- #20 How many people are using tools they pay for? Free tools?
- #21 Has anyone used any other additional tools?
- #22 Has anyone used any other additional tools?
- #23 Does anyone use
- #24 Does anyone use
- #26 Mention GetActive
- #28 RedDot URL Issue GetActive Wrappers Convio Other Scripts
- #29 Example: A thank you page from your donation engine that goes to your CMS page. Nothing terrible happens if you can’t integrate everything – don’t forget, your store will give you data.
- #32 Measuring Success with Google Analytics.
- #33 RedDot issue with URL
- #34 RedDot issue with URL
- #37 API Mention: Measuring Success (Brian Clifton), Lunametrics Blog, Occam’s Razor, Eric Peterson, and of Course Google’s Blog. Tools: SiteScan, GAIgnoreMyHits, Better Google Analytics FX Plugin