The document discusses how web analytics can be used to better understand content quality and effectiveness. It argues that web analytics provides both quantitative and qualitative insights when used in conjunction with goals, key performance indicators, and other contextual factors. Specifically, web analytics can help validate assumptions, prioritize brand attributes, identify problematic content, and demonstrate the success of content in meeting business objectives and user needs.

1. Make Quality
Content Count with
Web Analytics
Rick Allen
@epublishmedia
edUi 2011, October 14
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So what?
Exactly.
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[Web analytics] changed the
game for marketers and
advertisers. But with respect to
content quality, many
practitioners are flip-flopping with
regard to which numbers matter,
and whether we can make use of
them.
Kristina Halvorson
Content Strategy for the Web
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What
Why
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Quantitative
Qualitative
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Web
Analytics
UX
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8. “
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Broadly speaking - and thanks
largely to the ubiquity and ease
of access to Google Analytics
(GA) - businesses have become
fixated by traffic volumes,
bounces, sources, journeys and
subsequent destinations and the
like and aren't looking to learn
more.
Clare O’Brien
CDA
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10. Numbers rarely speak
for themselves
• 2,000 page views
• 70% returning visitors
• 80% bounce rate
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13. To find answers with
web analytics, start
with meaningful
content questions.

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What analytics can't do…
• Provide a complete content measurement
solution
• Provide accurate data
• Adequately answer Why?
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What analytics can do…
• Comparative analysis: measure content trends
• Quantitatively evaluate content quality
• Challenge and validate assumptions
• Demonstrate how content meets established
business goals and users’ needs
• Enable content owners to measure the
success of their own content
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Goals
Insights
Top-down analytics
Answer your questions
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Discovery
Search
Bottom-up analytics
Insights through discovery
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19. Analytics can do more
than report progress—
it can inform process.
• Research and discovery
• Messaging
• Content audits
• Content analysis
• Content governance
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Often numbers don’t speak as
loudly as they should because
you are missing one simple
ingredient: context.
Avinash Kaushik
Web Analytics 2.0
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22. Without context, your
data is meaningless.

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25. Goals provide
context. Context
provides meaning.

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Analytics Analysis Framework
1 Business objectives What is the purpose of your website?
What actions do you want people to take on
2 Goals your website to meet your business
objectives?
Key Performance What relevant web metrics can be used to
3 measure the efficacy of your website goals
Indicators (KPIs) over time?
What are the benchmarks for your KPIs? How
4 Targets
do you rate success?
What visitor attributes will provide meaningful
5 Segments
insights?
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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Analytics Analysis Framework
Improve communications and feedback
1 Business objective
systems
• Read news blog
2 Goals
• Leave a comment
Key Performance • Time on page
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Indicators (KPIs) • Comment rate
• 2+ minutes per page
4 Targets
• 5% comment rate
• Visits from social media sites
5 Segments
• Visits to conversions
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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Analytics Analysis Framework
1 User Task Find tuition and expenses
• Successful site search
2 Goals
• Click on "quick link"
Key Performance • Search queries rate
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Indicators (KPIs) • Pageviews from “quick link”
• 90% success rate for cost-related queries
4 Targets
• 30% of traffic from quick links
• Visits from external traffic
5 Segments
• Visits to conversions
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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[A ‘bottom-up’ approach] relies
on pattern analysis and failure
analysis to help you understand
your users’ intent in qualitative
ways that complement the top-
down approach.
Lou Rosenfeld
Co-author, Information Architecture for the World Wide Web
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The challenges of
qualitative research
• Data usually from small
numbers
• Most methods take a
snapshot in time
• Difficult to capture
some behavior
• Setting sometimes
artificial (e.g. lab tests)
Source: http://www.slideshare.net/UserIntelligence/combining-methods-web-analytics-and-user-testing-4330718
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32. Web analytics enables
more comprehensive
user research.

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How web analytics
can help
• Referring site traffic
• Search engine traffic
• Traffic by geographic
location
• Traffic by technology
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Message architecture
Sample:
• Student-centered
• Empowering and valuable
• Community-minded
• Pioneering and resourceful
• Welcoming
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35. Web analytics can
validate assumptions
and help prioritize
brand attributes.

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Content audit
• Redundant
• Outdated
• Confusing
• Missing or hard-to-find
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41. Web analytics can
help identify and
evaluate the impact
of content problems.

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Content analysis
• Usefulness and relevance
• Clarity and accuracy
• Influence and engagement
• Completeness
• Voice and style
• Usability and findability
Source: http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php
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How do I know
which part of our
audience is getting
our message?
Are they sharing
our ideas?
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What type of
content is most
effective at driving
inquiries?
Which channel
should we use to
communicate with
prospect students?
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Are people finding
our content
through search?
When they find
it, is it relevant
to them?
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48. Augment qualitative
analysis with web
analytics for deeper
content insights.

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Content governance
and measurement
• Measure business goals
and users’ needs
• Demonstrate success
• Identify problems
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50. Use web analytics
to maintain content
owners’ focus and
demonstrate success.

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Rewards
• Useful, purposeful content that meets
business objectives and users’ needs
• More comprehensive user research
• Validate assumptions and help prioritize brand
attributes
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Rewards
• Help identify and evaluate the impact of
content problems
• Augment qualitative analysis for deeper
content insights
• Maintain content focus and demonstrate
success
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53. www.meetcontent.com
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Thanks!
Rick Allen
@epublishmedia
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