1. Making Wise Decisions – Analyzing Your Marketing Efforts
JENNY NIXON AND CONNIE HANCOCK
COMMUNITY VITALITY INITIATIVE EXTENSION EDUCATORS

2. Why should you care?
If you don’t measure, how do you know if
you’re successful?
The more you are aware of how your content is
being used, the more likely you are to care
about maintaining it.
The end result is a better experience for your
users.

3. Web Analytics
Overall Traffic
Traffic Channels
Social Media Metrics

4. What can analytics do?
WHO are you communicating with?
WHAT content do they interact with?
HOW do they interact with your content?
WHEN do they interact with your content?

5. What analytics Can’t do
Tell you WHY users interact with your content

6. Trends and not
individual numbers
Without context, metrics are meaningless

7. What is Mike doing?

8. Challenge and
validate
assumptions
Are the users I want to target using this
resource?
Which parts of the resource are they using?
How are they using this resource?

9. Web Analytics

10. ”Web analytics is the
study of online behavior in
order to improve it.”
-Wikipedia

12. Overall Traffic
Definitions
Pageview- A view of a page on your site
Visits- The number of individual sessions
initiated by all visitors to your site
Visitor- an individual user who has accessed
your site
Bounce – a visitor viewed only one page and
left.

13. Overall Traffic
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
2010-11 2011-12 2012-13 2013-14
Pageviews
Visits
Visitors
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
2010-11 2011-12 2012-13 2013-14
EXTENSION.UNL.EDU FOOD.UNL.EDU

14. Age/Visits/Duration
EXTENSION.UNL.EDU FOOD.UNL.EDU
18-24
25-34
35-44
45-54
55-64
65+
0.00% 10.00% 20.00% 30.00% 40.00%
Duration Visits
18-24
25-34
35-44
45-54
55-64
65+
0.00% 10.00% 20.00% 30.00% 40.00%

15. Gender/Visits/Duration
EXTENSION.UNL.EDU FOOD.UNL.EDU
M
F
0.00% 20.00% 40.00% 60.00% 80.00%
Duration Visits
M
F
0.00% 20.00% 40.00% 60.00% 80.00%

16. .unl.edu Visitors
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010-11 2011-12 2012-13 2013-14
other
.unl.edu
EXTENSION.UNL.EDU
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010-11 2011-12 2012-13 2013-14
FOOD.UNL.EDU

17. Traffic Channel
Definitions
None/Direct – Visitors who visited the site by
typing the URL directly into their browser. Also
can refer to visitors who clicked on:
• Links from their bookmarks/favorites,
• Untagged (untracked) links within emails, or
• Links from documents that don’t include
tracking variables (pdf, doc, etc)
Referral - Visitors referred by links on other
websites, social media
Organic - Visitors referred by an unpaid
search engine listing (ex. Google search)

18. Traffic Channels
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010-11 2011-12 2012-13 2013-14
none referral organic
EXTENSION.UNL.EDU
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010-11 2011-12 2012-13 2013-14
FOOD.UNL.EDU

19. Search Keywords
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
2010-11 2011-12 2012-13 2013-14
unl extension university of nebraska lincoln nebraska extension
EXTENSION.UNL.EDU FOOD.UNL.EDU
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
2010-11 2011-12 2012-13 2013-14
freezing tomatoes freezing onions freezing peppers
*BASED ON VISITS

20. Greatest Hits
0
20,000
40,000
60,000
80,000
100,000
120,000
2010-11 2011-12 2012-13 2013-14
Current News & Events County Offices Contact List Job Opportunities Faculty and staff directories 4H & Youth Employee Resources
EXTENSION.UNL.EDU

21. Greatest Hits
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
2010-11 2011-12 2012-13 2013-14
Freezing Raw Tomatoes… …Reduce the Size of Recipes Oven Roasting Guidelines for Beef Freezing Sweet or Bell and Hot
Freezing Raw Onions Food Nutrition and Health… FREE Choose MyPlate
FOOD.UNL.EDU

22. Devices
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
2010-11 2011-12 2012-13 2013-14
tablet mobile desktop
EXTENSION.UNL.EDU
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
2010-11 2011-12 2012-13 2013-14
FOOD.UNL.EDU

23. What does this
mean?
Focus on top goals or tasks for users on mobile
Cross promotion - Amazon model
Optimize content (Keep It Short & Simple)
Swipe and Scan

24. Social Media
Analytics

25. What Social Media
Analytics can do?
• Benchmark
• When fans are online
• Comparisons
• Analyze ROI
• Raise brand recognition
• Traffic
• Visitor Loyalty

26. Facebook
Insights

27. Hootsuite
Analytics

28. Goals
Every Resource Should Have A Strategy
(web, social, print, etc.)
Every Web Resource Should Have A Target Audience
Every Site Needs At Least One Goal
How do visitor behaviors impact Business Goals?
What are the PRIMARY Goals for the site or campaign?
What does Success look like?
Goals are Measurable, Actionable and Reachable

29. S.M.A.R.T. Goals
Specific
Measurable
Attainable
Relevant
Time-bound

30. Goal Report
Example

31. Campaign Tracking
• URL on Poster:
“go.unl.edu/extension100thbirthday”
>>
• Tracking codes added to URL by
Google
• Campaign Tracking Reports
• = Where people came from to land
on our page—’viewed poster’
• Compare to other marketing
channels
https://support.google.com/analytics/answer/
1033867?rd=2

32. Campaign Report

34. FREE Online
Curriculums
Direct Marketing of Specialty Food
http://go.unl.edu/directmarketingfood
Marketing AgriTourism Online
http://go.unl.edu/agritourism
eTailing – Taking Charge of Your Online Presence
http://go.unl.edu/etailing

35. TO REGISTER AND TO DISCOVER MORE INFORMATION THAT
WILL STRENGTHEN YOUR BUSINESS GROWTH!
POWEROFBUSINESS.NET
FOR MORE INFORMATION CONTACT:
JNIXON1@UNL.EDU OR CHANCOCK1@UNL.EDU
FIRST FRIDAY OF EACH MONTH
11:15 A.M. CT/10:15 A.M. MT
JUST 15 MINUTES TO GROW YOUR BUSINESS!
CHECK US OUT ON FACEBOOK AND TWITTER – POWER OF BUSINESS

36. Questions?
SPECIAL THANKS TO VISHAL SINGH,
INSTRUCTIONAL MULTIMEDIA DESIGNER, UNL IANR MEDIA