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Getting Creative With Web Analytics
This document discusses a hypothetical campaign by McDonald's Canada to answer food-related questions submitted by the public. It provides guidance on developing a dashboard to measure the campaign's performance. Key points: 1) McDonald's is launching a campaign inviting the public to submit food questions, which it will answer on its website. Questions can be submitted on Twitter, Facebook, or the website. 2) Metrics like the number of questions, answers, video views, and social media mentions are identified to measure objectives like participation, consumption of answers, and sentiment. 3) The document guides developing a dashboard organizing these metrics into meaningful KPIs to analyze goals like participation, activated participation, consumption of answers, and reducing skepticism
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Getting Creative With Web Analytics
- 1. Getting Creative with Web Analytics
- 2. You’re the WebAnalytics Manager Image credit: http://www.mcdonalds.ca/
- 3. You’re the WebAnalytics Manager Image credit: http://www.mcdonalds.ca/
- 4. You’re the WebAnalytics Manager Image credit: http://www.mcdonalds.ca/
- 5. Your Task IsTo Present a Campaign Performance Dashboard
- 6. To start, thinkabout this + Campaign The big idea is that anyone in Canada can ask any food-related question and McDonald’s will dig up an answer and post it on its website. + Channels Questions can be submitted via Twitter, Facebook and Website, answers on Website + Metrics = Numbers What numbers can or should McD collect that will help them determine the success of this campaign?
- 7. Activity I + Objective What could be the objective of this campaign? + Identify Metrics = Numbers List/Identify all numbers they will need to collect from the website activity they’re inviting through this campaign + Why do you think are these metrics useful? What do they indicate?
- 8. Some Metrics towork with + Number of Questions Asked + Number of Answers Given (say All Answers were Video Posts) + Number of Follow up Questions Asked + New Visitors to Website + Unique Page Views + Number of Video Views + Returning Visitors to Website + Number of Local Media Mentions of Campaign + Number of International Media Mentions of Campaign + Positive Mentions in Social Media + Negative mentions in Social Media Feel free to add more metrics to the list for your analysis. Remember, however, that a lot of meaningful analysis (KPIs) can be achieved from the metrics above.
- 9. Activity II + IdentifyMetrics = Numbers List/Identify all numbers they will need to collect from the website activity they’re inviting through this campaign + Translate into KPI’s Organize your numbers into meaningful ratios, percentages or rates + Group/Organize KPI’s and Metrics Group metrics and organize into a dashboard + Analyze – What are the numbers telling you?
- 10. Sample Dashboard Goal (to KPI / Metric Desired Key measure) Change Recipient
- 11. Presenting Your Dashboard Calling One Enthusiastic Team!
- 12. Sample Dashboard Goal(to KPI / Metric Desired measure) Change Participation Number of Questions Asked Increase Activated Number of Questions Asked / Increase Participation Number of New Visitors Consumption of Video Views / Number of Answers Increase Answers Given Number of Follow Up Questions Skepticism Asked/Number of Questions Asked Decrease Sentiment Positive Mentions in Social Media / Increase Improvement Number of Questions Asked
- 13. Let’s Debrief + Howdid the process go? + Challenges? Other Approaches? + Insights Gained + Applications/Relevance to your client projects + Closing Thoughts
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Editor's Notes
- #10 Hint: Define Success first. Try to identify numbers - those when translated in to ratios, percentages or rates will indicate progress towards a goal or create marketing value (in this case, drive awareness, improve sentiment, show +ve impact on sales)