Social media and website measurement workshop presented with @SBanks20 and @digitaleffie at MCN2016, New Orleans, LA. Steps through the process of defining clear, measurable goals for target audiences to streamline digital communications and help use data to tell a story. In this updated half-day workshop, Smithsonian's Brian Alpert, Sarah Banks and Effie Kapsalis worked with participants through a series of methodologies, case studies and a small group activity.
Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff....Brian Alpert
Updated web analytics and SEO workshop presented by Brian Alpert at MCN2016, New Orleans, LA. The workshop is designed to make Web Analytics and SEO understandable, manageable and actionable. A common sense, multi-stepped web analytics process is discussed, and carefully-crafted exercises help familiarize you with Google Analytics' most powerful features. The conversation shifts to today's SEO landscape and where SEO is heading. Safe, effective steps practitioners may take to improve findability are outlined, including specialized metrics for demonstrating whether or not website findability is improving.
Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and ...Brian Alpert
UPDATED social media and website measurement workshop as presented by Sarah Banks, Erin Blasco, Effie Kapsalis and Brian Alpert, at Museums and the Web 2016, 4/6/16, Los Angeles California.
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
SEO in 2017 - A New World Where Old Rules Still MatterBrian Alpert
The ability for website content to be found on search engines has always been a concern for anyone managing a website. Search has evolved however, and improving "findability" means more today than ever, in no small part due to the sophisticated technologies underpinning today's search engines. This workshop, originally presented to digital practitioners at the Smithsonian Institution, discusses the current state of search, provides an overview of still-important SEO variables and techniques, and discusses newer, important considerations. Also discussed are priorities for relaunching an existing site (or launching a new one), and a look at current trends that illuminate where things are heading.
Analytics Tune Up! Google Analytics workshop for beginners, intermediatesBrian Alpert
Workshop presented 6/14/2016 to digital practitioners at the Smithsonian Institution, Washington D.C. Workshop includes:
- Web Analytics Process
- GA Basics
- Exercise: “Solutions Gallery”
- Exercise: Segments
- Exercise: Custom Reports
- Demo: Goals
- Exercise: Dashboards
- New(ish) features
- Universal Analytics
- A few best practices
- A few ‘real world’ questions
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Effie Kapsalis
#MWXX Workshop
Brian Alpert, Smithsonian Institution, USA, Sarah Banks, Smithsonian's National Air and Space Museum, USA, Erin Marie Blasco, National Museum of American History, Smithsonian Institution, USA, Effie Kapsalis, Smithsonian Institution Archives, USA
From the web’s earliest days, digital professionals have been pressed to demonstrate that their online efforts were contributing to their organizations, whether by increased revenue, a more finely-honed brand identity, or the profound ability to enhance their mission via content delivery to anyone with a browser. Along comes social media, connecting millions in ways never before possible, disrupting the landscape and breathing new life into the questions: “Why is this important and how do we know it’s working?” Today’s landscape is a splintered collection of new channels, inscrutable metrics, and a dizzying array of tools offering a dizzying range of possibilities with which to answer the classic question, “What do I measure?” and its first cousin, “What does that have to do with our program?”
Join Smithsonian’s Brian Alpert, Sarah Banks, Erin Blasco and Effie Kapsalis as they work with participants to refine and articulate this conversation through a series of examples, case studies and recommendations. In addition to presenting a manageable, common sense approach to selecting metrics and extending the web analytics process to social media, examples will demonstrate how metrics served to support organizational goals and what tools proved most useful. Brian will present the process for measuring websites and social media in terms of your goals. He will also discuss the ongoing conversion to Google’s “Universal” code, the “User ID” feature, and discuss what changes are in store for ALL Google Analytics users. Effie and Erin will present case studies showing this process in action, illustrating how their approaches to social media, website and mobile measurement are mapped to specific goals. Erin will lead a group exercise that will bring participants closer to the actual process steps and definitions, and Sarah will talk about Google Analytics for mobile apps and show a framework she devised to help measure a museum’s impact through its social media outreach.
Google Analytics: MVPs and Game-Changing New FeaturesBrian Alpert
Part two of Seb Chan & Brian Alpert’s "Web Metrics and Google Analytics for Museums" workshop looks at some of the most significant recent changes to Google Analytics. With many improvements released over the course of the 2013-14, Google dramatically altered the landscape of the tool's capabilities. The presentation discusses such GA "MVPs" as Advanced Segmentation and Event Tracking, and provides an overview of some of the many new features, including Demographics and Interests reports, custom channels and content grouping, and the coming change to Universal Analytics. Case studies and slides showing best practices and "tips and tricks" are also included, as well as links to the valuable resources used to collect the information. Presented 4/2/14 at Museums and the Web 2014, Baltimore Maryland.
Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff....Brian Alpert
Updated web analytics and SEO workshop presented by Brian Alpert at MCN2016, New Orleans, LA. The workshop is designed to make Web Analytics and SEO understandable, manageable and actionable. A common sense, multi-stepped web analytics process is discussed, and carefully-crafted exercises help familiarize you with Google Analytics' most powerful features. The conversation shifts to today's SEO landscape and where SEO is heading. Safe, effective steps practitioners may take to improve findability are outlined, including specialized metrics for demonstrating whether or not website findability is improving.
Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and ...Brian Alpert
UPDATED social media and website measurement workshop as presented by Sarah Banks, Erin Blasco, Effie Kapsalis and Brian Alpert, at Museums and the Web 2016, 4/6/16, Los Angeles California.
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
SEO in 2017 - A New World Where Old Rules Still MatterBrian Alpert
The ability for website content to be found on search engines has always been a concern for anyone managing a website. Search has evolved however, and improving "findability" means more today than ever, in no small part due to the sophisticated technologies underpinning today's search engines. This workshop, originally presented to digital practitioners at the Smithsonian Institution, discusses the current state of search, provides an overview of still-important SEO variables and techniques, and discusses newer, important considerations. Also discussed are priorities for relaunching an existing site (or launching a new one), and a look at current trends that illuminate where things are heading.
Analytics Tune Up! Google Analytics workshop for beginners, intermediatesBrian Alpert
Workshop presented 6/14/2016 to digital practitioners at the Smithsonian Institution, Washington D.C. Workshop includes:
- Web Analytics Process
- GA Basics
- Exercise: “Solutions Gallery”
- Exercise: Segments
- Exercise: Custom Reports
- Demo: Goals
- Exercise: Dashboards
- New(ish) features
- Universal Analytics
- A few best practices
- A few ‘real world’ questions
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Effie Kapsalis
#MWXX Workshop
Brian Alpert, Smithsonian Institution, USA, Sarah Banks, Smithsonian's National Air and Space Museum, USA, Erin Marie Blasco, National Museum of American History, Smithsonian Institution, USA, Effie Kapsalis, Smithsonian Institution Archives, USA
From the web’s earliest days, digital professionals have been pressed to demonstrate that their online efforts were contributing to their organizations, whether by increased revenue, a more finely-honed brand identity, or the profound ability to enhance their mission via content delivery to anyone with a browser. Along comes social media, connecting millions in ways never before possible, disrupting the landscape and breathing new life into the questions: “Why is this important and how do we know it’s working?” Today’s landscape is a splintered collection of new channels, inscrutable metrics, and a dizzying array of tools offering a dizzying range of possibilities with which to answer the classic question, “What do I measure?” and its first cousin, “What does that have to do with our program?”
Join Smithsonian’s Brian Alpert, Sarah Banks, Erin Blasco and Effie Kapsalis as they work with participants to refine and articulate this conversation through a series of examples, case studies and recommendations. In addition to presenting a manageable, common sense approach to selecting metrics and extending the web analytics process to social media, examples will demonstrate how metrics served to support organizational goals and what tools proved most useful. Brian will present the process for measuring websites and social media in terms of your goals. He will also discuss the ongoing conversion to Google’s “Universal” code, the “User ID” feature, and discuss what changes are in store for ALL Google Analytics users. Effie and Erin will present case studies showing this process in action, illustrating how their approaches to social media, website and mobile measurement are mapped to specific goals. Erin will lead a group exercise that will bring participants closer to the actual process steps and definitions, and Sarah will talk about Google Analytics for mobile apps and show a framework she devised to help measure a museum’s impact through its social media outreach.
Google Analytics: MVPs and Game-Changing New FeaturesBrian Alpert
Part two of Seb Chan & Brian Alpert’s "Web Metrics and Google Analytics for Museums" workshop looks at some of the most significant recent changes to Google Analytics. With many improvements released over the course of the 2013-14, Google dramatically altered the landscape of the tool's capabilities. The presentation discusses such GA "MVPs" as Advanced Segmentation and Event Tracking, and provides an overview of some of the many new features, including Demographics and Interests reports, custom channels and content grouping, and the coming change to Universal Analytics. Case studies and slides showing best practices and "tips and tricks" are also included, as well as links to the valuable resources used to collect the information. Presented 4/2/14 at Museums and the Web 2014, Baltimore Maryland.
Cut Through the Web Analytics Fog: Using GA Data Grabber to Act on Google Ana...Brian Alpert
A common chorus from museum professionals is how challenging it is to make data-driven decisions with which to improve their programs. Popular tools such as Google Analytics are intuitive and seemingly easy-to-use, yet when the time comes to use data to measure a program's stated goals, too often the main question surrounding the data is "So what?" This workshop will focus on bringing clarity to this challenge. Presented at MCN2012, on 11/7/12.
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Brian Alpert
Social media has connected millions of people in ways never before possible, disrupting the landscape and breathing new life into the old questions: "Why is this important and how do we know it's working?" Only now, the answers are more complex. Today's landscape is a splintered collection of new channels, sublimely named yet inscrutable metrics, and a dizzying array of tools both free and paid, offering a dizzying range of possibilities with which to answer the classic analytics question, "What do I measure?" and its first cousin, "What does that have to do with our program?" At this MCN 2013 workshop, the presenters worked with participants to refine and articulate this conversation through a series of examples, case studies, and recommendations. In addition to social media, a healthy dose of web analytics is included, with a particular focus on Google Analytics.
the current state of... Search Engine Optimization (SEO) (Oct, 2015)Brian Alpert
Presented at the Smithsonian National Museum of Natural History Social Media Summit, 7/21/15, updated 10/1/15. A presentation exploring the current state of affairs vis a vis Search Engine Optimization (SEO). Areas of exploration include on-page and off-page SEO, the role social media plays, and tips for search-optimizing the leading social media sites. Overview of the current state of App Indexing. Links to many resources are sprinkled throughout.
Download this webinar for free: http://mstnr.me/2hPUamd
Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!
What You Will Learn
• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.
You’ve used Google Analytics for years, but how deep have you searched into its hidden, labyrinthian corners? In this advanced workshop, you’ll get introduced to the reports, dimensions, segments, and other features you never knew could be so valuable, including:
Using service provider names to identify your audience
Using site search terms to inform your content strategy
Creating meaningful dashboards and automating your emailed reports
Best practices for filtering, campaigns, and event tracking
This workshop will dive into the inner depths of this analytics tool while staying focused on what really matters to your key stakeholders.
We’ll be using case studies of Google Analytics implementations from real nonprofit websites, campaigns, and mobile apps to illustrate all these hidden secrets. You will walk out of this session with a list of immediate next steps for enhancing your Google Analytics implementation, a wealth of knowledge about how you can push this tool to help you better measure your organization’s digital goals, and new techniques for reporting website data to your stakeholders.
Presentation from the Nonprofit Technology Conference 2016
2013 Internet Marketing Trends (and How They'll Affect Your Organization)Kane Jamison
In the past year we've seen large changes in internet marketing in the form of increased mobile adoption, rapidly changing metrics and KPIs, and a sharp upswing in organizations investing in better content to support their existing marketing efforts. Kane will take a look at some recent stats on user interaction and marketing trends and discuss common changes many organizations will see as a result, inside and outside of the marketing department.
How Could Data Transform the Arts - TCG 2017 (with notes)Devon Smith
As data has gotten bigger, cheaper, faster, and easier to analyze, it has transformed sectors from transportation to healthcare, politics to education. Could the arts be next? This session will explore dozens of case studies where theatres, museums, film festivals, dance companies and other arts organizations are already using data in provocative ways and what effect it’s having. From A/B testing to CRMs and APIs, from measuring revenue performance to social impact, whether it’s creating interactive dashboards or works of art, nearly every department in a theatre is, or could be, using data in some way. This session will discuss what data arts organizations are collecting and using, share some tips for how to develop a culture of data at your theatre, and identify opportunities in the arts field to better leverage data sets, analysis tools, and measurement best practices. Data skeptics, data geeks, and data-phobes are all encouraged to join the discussion!
Produced and presented by Graeme Benstead-Hume and SiteVisibility for the Brighton Digital Marketing Festival event.
Measuring social media with Google Analytics covers campaign tracking, advanced segments & traffic filters.
Google Hummingbird in a Social Media WorldJosh Braaten
Google Hummingbird is the biggest algorithm change ever with 90% of all search queries affected. Search marketers are still trying to wrap their heads around Hummingbird's long-term implications, but there's enough known already to start developing strategies that work for both search and social media.
Twin Cities marketers Jeff Sauer and Josh Braaten presented "Google Hummingbird in a Social Media World" for the Twin Cities Social Media Breakfast on January 31, 2014.
Content Marketing in the Machine Age: How to Make Your Content More Automated...PR 20/20
Content Marketing World 2016 Presentation:
This session is an exploration of what's possible as algorithms and artificial intelligence rapidly advance the industry. Attendees will leave inspired by a collection of case studies, and armed with an array of readily available technologies that marketers can use to make their content more automated and intelligent.
KEY TAKEAWAYS
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
Atomic 212 & Google Analytics 360 Event - The Value in DataTom Sheppard
This presentation shows you the value of connecting all the marketing dots through using a single ad tech solution, such as Analytics 360 (formerly Google Analytics Premium). Not only is is about having the right tech solution in place it is about having the right culture and mindset. This presentation was presented at Google's HQ in Sydney in April 2016.
SPARK 2016: Searching for the Content Bigfoot: How to Create a Data-Driven Co...TrackMaven
See Dayna Rothman's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com
Like Bigfoot and the Loch Ness Monster, creating a fully data-driven content marketing strategy and tracking true ROI seems to the stuff of myths. However, with crafty pre-planning, the right tools, and proper insight, you can truly tackle the content marketing mythical beast of ROI.
Join Dayna Rothman, Senior Director of Brand, Content, and Demand Generation at EverString and Author of Lead Generation for Dummies as she discusses how she built EverString's data-driven content program.
Content Strategy Spectrum - Cait Vlastakis Smith - Centerline DigitalCenterline Digital
The Content Marketing Institute describes two types of content strategists:
- Front-end content strategists are more focused on marketing goals, the customer-facing experience, and content messaging.
- Back-end content strategists are more focused on content structure, scalability and platform.
However, these types of content strategists should be seen as a dichotomy of roles. They’re intimately connected and ultimately working toward the same goal: bringing clarity to information, delivering value to users and creating cognitive ease.
In this presentation, we break down the roles and then show how they only exist in combination.
Learn more: http://www.centerline.net
At #SMDayADL I presented on the topic of social media reporting, sharing tips on establishing suitable goals, aligning them to relevant metrics, and employing reporting best practices.
Content Marketing - Link building through scalable strategies and processesDominique Seppelt
Structured processes are crucial to performance-driven content marketing. Stand-alone infographics as well as blog posts and guest contributions no longer scale or resonate with target groups and therefore need to be envisioned on a larger scale.
Comprehensive strategies for content are necessary to achieve measurable success within organic search. But how can content marketing remain efficient and how far is campaign success plannable?
Dominique presents best practice workflows that lead to successful linkbuilding, social interaction, traffic and (offline) coverage.
Hosted by MCN Data & Insights SIG co-chair, Elena Villaespesa, this hangout is an introduction to Google Analytics. Brian Alpert, Web Analyst at the Smithsonian will join Elena and show you how to get a handle on this important analytical tool.
Topics covered:
Introduction to digital analytics
Navigating Google Analytics reports
Setting goals and targets
Google Analytics features
Segmentation
Custom reports
Event tracking
Views and filters
Dashboards
Resources & tools
Q&A
Video
https://www.youtube.com/watch?v=kQDCWS4bye4
MCN2017 Workshop: Web Analytics and SEOBrian Alpert
"Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff... Declare Victory!" - MCN2017 workshop conducted by Brian Alpert and Elena Villaespesa Cantalapiedra. A workshop designed to make Web Analytics and SEO both understandable, manageable and actionable. Recognizing that most practitioners don't have much time yet need to show measurable results, a common sense, multi-stepped web analytics process is introduced. Tool-specific highlights are largely oriented toward the world's most popular web analytics tool, Google Analytics. Automation tools to lighten the load are presented as well as Google’s new powerful dashboard tool Data Studio. The conversation then shifts to today's SEO landscape, and safe, effective steps practitioners may take to improve findability. The metrics focus continues with a discussion of search-specific free tools and specialized metrics that are effective in demonstrating whether or not website findability is improving.
Cut Through the Web Analytics Fog: Using GA Data Grabber to Act on Google Ana...Brian Alpert
A common chorus from museum professionals is how challenging it is to make data-driven decisions with which to improve their programs. Popular tools such as Google Analytics are intuitive and seemingly easy-to-use, yet when the time comes to use data to measure a program's stated goals, too often the main question surrounding the data is "So what?" This workshop will focus on bringing clarity to this challenge. Presented at MCN2012, on 11/7/12.
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Brian Alpert
Social media has connected millions of people in ways never before possible, disrupting the landscape and breathing new life into the old questions: "Why is this important and how do we know it's working?" Only now, the answers are more complex. Today's landscape is a splintered collection of new channels, sublimely named yet inscrutable metrics, and a dizzying array of tools both free and paid, offering a dizzying range of possibilities with which to answer the classic analytics question, "What do I measure?" and its first cousin, "What does that have to do with our program?" At this MCN 2013 workshop, the presenters worked with participants to refine and articulate this conversation through a series of examples, case studies, and recommendations. In addition to social media, a healthy dose of web analytics is included, with a particular focus on Google Analytics.
the current state of... Search Engine Optimization (SEO) (Oct, 2015)Brian Alpert
Presented at the Smithsonian National Museum of Natural History Social Media Summit, 7/21/15, updated 10/1/15. A presentation exploring the current state of affairs vis a vis Search Engine Optimization (SEO). Areas of exploration include on-page and off-page SEO, the role social media plays, and tips for search-optimizing the leading social media sites. Overview of the current state of App Indexing. Links to many resources are sprinkled throughout.
Download this webinar for free: http://mstnr.me/2hPUamd
Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!
What You Will Learn
• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.
You’ve used Google Analytics for years, but how deep have you searched into its hidden, labyrinthian corners? In this advanced workshop, you’ll get introduced to the reports, dimensions, segments, and other features you never knew could be so valuable, including:
Using service provider names to identify your audience
Using site search terms to inform your content strategy
Creating meaningful dashboards and automating your emailed reports
Best practices for filtering, campaigns, and event tracking
This workshop will dive into the inner depths of this analytics tool while staying focused on what really matters to your key stakeholders.
We’ll be using case studies of Google Analytics implementations from real nonprofit websites, campaigns, and mobile apps to illustrate all these hidden secrets. You will walk out of this session with a list of immediate next steps for enhancing your Google Analytics implementation, a wealth of knowledge about how you can push this tool to help you better measure your organization’s digital goals, and new techniques for reporting website data to your stakeholders.
Presentation from the Nonprofit Technology Conference 2016
2013 Internet Marketing Trends (and How They'll Affect Your Organization)Kane Jamison
In the past year we've seen large changes in internet marketing in the form of increased mobile adoption, rapidly changing metrics and KPIs, and a sharp upswing in organizations investing in better content to support their existing marketing efforts. Kane will take a look at some recent stats on user interaction and marketing trends and discuss common changes many organizations will see as a result, inside and outside of the marketing department.
How Could Data Transform the Arts - TCG 2017 (with notes)Devon Smith
As data has gotten bigger, cheaper, faster, and easier to analyze, it has transformed sectors from transportation to healthcare, politics to education. Could the arts be next? This session will explore dozens of case studies where theatres, museums, film festivals, dance companies and other arts organizations are already using data in provocative ways and what effect it’s having. From A/B testing to CRMs and APIs, from measuring revenue performance to social impact, whether it’s creating interactive dashboards or works of art, nearly every department in a theatre is, or could be, using data in some way. This session will discuss what data arts organizations are collecting and using, share some tips for how to develop a culture of data at your theatre, and identify opportunities in the arts field to better leverage data sets, analysis tools, and measurement best practices. Data skeptics, data geeks, and data-phobes are all encouraged to join the discussion!
Produced and presented by Graeme Benstead-Hume and SiteVisibility for the Brighton Digital Marketing Festival event.
Measuring social media with Google Analytics covers campaign tracking, advanced segments & traffic filters.
Google Hummingbird in a Social Media WorldJosh Braaten
Google Hummingbird is the biggest algorithm change ever with 90% of all search queries affected. Search marketers are still trying to wrap their heads around Hummingbird's long-term implications, but there's enough known already to start developing strategies that work for both search and social media.
Twin Cities marketers Jeff Sauer and Josh Braaten presented "Google Hummingbird in a Social Media World" for the Twin Cities Social Media Breakfast on January 31, 2014.
Content Marketing in the Machine Age: How to Make Your Content More Automated...PR 20/20
Content Marketing World 2016 Presentation:
This session is an exploration of what's possible as algorithms and artificial intelligence rapidly advance the industry. Attendees will leave inspired by a collection of case studies, and armed with an array of readily available technologies that marketers can use to make their content more automated and intelligent.
KEY TAKEAWAYS
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
Atomic 212 & Google Analytics 360 Event - The Value in DataTom Sheppard
This presentation shows you the value of connecting all the marketing dots through using a single ad tech solution, such as Analytics 360 (formerly Google Analytics Premium). Not only is is about having the right tech solution in place it is about having the right culture and mindset. This presentation was presented at Google's HQ in Sydney in April 2016.
SPARK 2016: Searching for the Content Bigfoot: How to Create a Data-Driven Co...TrackMaven
See Dayna Rothman's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com
Like Bigfoot and the Loch Ness Monster, creating a fully data-driven content marketing strategy and tracking true ROI seems to the stuff of myths. However, with crafty pre-planning, the right tools, and proper insight, you can truly tackle the content marketing mythical beast of ROI.
Join Dayna Rothman, Senior Director of Brand, Content, and Demand Generation at EverString and Author of Lead Generation for Dummies as she discusses how she built EverString's data-driven content program.
Content Strategy Spectrum - Cait Vlastakis Smith - Centerline DigitalCenterline Digital
The Content Marketing Institute describes two types of content strategists:
- Front-end content strategists are more focused on marketing goals, the customer-facing experience, and content messaging.
- Back-end content strategists are more focused on content structure, scalability and platform.
However, these types of content strategists should be seen as a dichotomy of roles. They’re intimately connected and ultimately working toward the same goal: bringing clarity to information, delivering value to users and creating cognitive ease.
In this presentation, we break down the roles and then show how they only exist in combination.
Learn more: http://www.centerline.net
At #SMDayADL I presented on the topic of social media reporting, sharing tips on establishing suitable goals, aligning them to relevant metrics, and employing reporting best practices.
Content Marketing - Link building through scalable strategies and processesDominique Seppelt
Structured processes are crucial to performance-driven content marketing. Stand-alone infographics as well as blog posts and guest contributions no longer scale or resonate with target groups and therefore need to be envisioned on a larger scale.
Comprehensive strategies for content are necessary to achieve measurable success within organic search. But how can content marketing remain efficient and how far is campaign success plannable?
Dominique presents best practice workflows that lead to successful linkbuilding, social interaction, traffic and (offline) coverage.
Hosted by MCN Data & Insights SIG co-chair, Elena Villaespesa, this hangout is an introduction to Google Analytics. Brian Alpert, Web Analyst at the Smithsonian will join Elena and show you how to get a handle on this important analytical tool.
Topics covered:
Introduction to digital analytics
Navigating Google Analytics reports
Setting goals and targets
Google Analytics features
Segmentation
Custom reports
Event tracking
Views and filters
Dashboards
Resources & tools
Q&A
Video
https://www.youtube.com/watch?v=kQDCWS4bye4
MCN2017 Workshop: Web Analytics and SEOBrian Alpert
"Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff... Declare Victory!" - MCN2017 workshop conducted by Brian Alpert and Elena Villaespesa Cantalapiedra. A workshop designed to make Web Analytics and SEO both understandable, manageable and actionable. Recognizing that most practitioners don't have much time yet need to show measurable results, a common sense, multi-stepped web analytics process is introduced. Tool-specific highlights are largely oriented toward the world's most popular web analytics tool, Google Analytics. Automation tools to lighten the load are presented as well as Google’s new powerful dashboard tool Data Studio. The conversation then shifts to today's SEO landscape, and safe, effective steps practitioners may take to improve findability. The metrics focus continues with a discussion of search-specific free tools and specialized metrics that are effective in demonstrating whether or not website findability is improving.
Metrics, Metrics, Everywhere - Choosing the Right Ones for Your Website and S...Brian Alpert
Museums and the Web 2015 workshop includes the analytics process, case studies and a social media framework. Presented by Brian Alpert, Erin Blasco, Effie Kapsalis and Sarah Banks, Smithsonian Institution.
Delivered this presentation in a Learn with Google publisher event in Sydney & Melbourne, Australia in November 2013. It focuses on growing the audience of publishers with the help of Google Analytics data especially focusing on engagement and loyalty elements.
The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013Fresh Egg UK
A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.
The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:
- Discovery – an investigation stage to guide your content strategy and campaigns
- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives
- Execution – creating your content and promoting it
- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns
- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns
Ten Powerful Tips To Get More From Your AnalyticsMichele Kiss
Today's marketers are not only expected to be proficient in marketing and communication but, with increasing reliance on data, be fluent in analytics as well. And even with multiple tools designed to simplify the process, many still struggle to prove the success of their efforts. Frustrations range from not knowing where to start to a deluge of data that provides no real insight.
In this presentation, Michele will provide you with 10 tips and actions you can implement immediately to do more with your data—no expensive tools required! Whether you have an analytics team or you have no support at all, we'll show you how to get more from your data and analysts so you can stop struggling and start gaining valuable insight.
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
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Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way
Tune in to this webinar to hear how revenue-focused marketers are turning the tables on traditional approaches to content marketing — and yielding greater returns from their current programs — by taking tips from the playbooks of digital publishers such as YouTube and The New York Times! http://ow.ly/PutR306d7qU
overview about digital marketing, tools how to be success on digital marketing, to optimize your strategy in digital marketing, read & learn google analytics data, website optimization, search engine optimization
6 Steps to boost your prospect funnel and sales conversion rate with truly in...Helen McInnes
How to come up with a "big idea" for a PR campaign, ensure you have the right content kit to drive traffic to your website and landing page that drives conversions
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Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
companies. Using cross section data from 355 companies listed in Indonesia Stock Exchange, data regarding
ESG disclosure and risk was collected. In this research, ESG and risk disclosures are measured based on content
analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
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KEYWORDS: ESG disclosure, risk disclosure, firm risk
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Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
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“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
5. #musedata#musedata 5
Your goal: use data to tell a story
What was happening.
What it meant.
What you did.
What’s happening now.
forbes.com
6. #musedata#musedata 6
There is a systematic, step-by-step process
Articulate your program’s goals.
Decide strategies to achieve those
goals.
Decide tactics to pursue the
strategies.
Decide what and how to measure
to validate the tactics.
Benchmark to get a sense of
what’s normal. homedit.com
7. #musedata#musedata 7
Articulate specific goals
Express what you’re trying to
accomplish.
Make high-level goals more
specific:
“Increase influence” - too broad.
“Become the definitive source on
Smithsonian history” - more specific.
Specificity makes it easier to
identify strategies and tactics.
Not too many!
It’s a Wonderful Life
Start the conversation! Articulate goals
and next steps on your own; work with
management to finalize.
8. #musedata#musedata
Determine strategies & tactics
Strategies – the plans you make to achieve the goals.
Employing social media is a strategy.
Tactics – the things you do to advance the strategy.
Producing a specific type of content is a tactic.
Individual channels (facebook, twitter) are tactics.
Per the example:
Goal: “Become the definitive source on Smithsonian history.”
Strategy: Increase engagement with history of the Smithsonian content.
Tactic: Make SI-history content more findable and measureable.
8
9. #musedata 9
Decide how to measure your tactics
Choose measurements to learn if
your tactics are succeeding.
Choose a few measurements.
Trend them over time.
Per the example:
Strategy: increase engagement with SI
history website content.
Tactic: make website history content more
findable / measureable.
Make a “history-content” segment and
measure for engagement:
Visit frequency
Visit depth
Bounce rate
History-related
visits
All visits
“Deep history visits” were 94% higher!
10. #musedata
Decide how to measure your tactics (cont’d)
Acquisition-related goals
Sessions
Users
Campaigns
New vs Returning
Entrances
Referrals
Engagement-related goals
Session frequency
Page depth
Time on site
Bounce rate
Events
Content-related goals
Pageviews
Page depth
Bounce rate
Issue-related goals
Event-based conversions (exits from on-site
search results, etc.)
Contact form submissions
Funnel abandonment
Design-related goals
Users / Events flow
Page depth
Time on site
Funnel abandonment
10
The measurements you choose depends on your goals:
11. #musedata
Examples!
Measureable Goal: Increase
social media followers in the 5 key
regions by 20%
Tactic: Facebook and Twitter Ads
targeted to the five regions
Measurement: Twitter and
Facebook followers by geography
Measureable Goal: Increase
website sessions and engagement from 5
key regions by 20%
Tactic: Google AdWords targeted to
the five regions
Measurement: sessions,
pageviews, page depth, time on site
11
Broad goal
Raise national visibility, especially in five key regions
Strategy
Digital advertising in the five key regions
12. #musedata 12
"I got 20 retweets! Wait – is that good?"
You can’t set targets w/o benchmarks.
You need at least six months of data.
Data is seasonal.
Depends on how much traffic your site gets.
Pull data regularly!
Some APIs limit 3rd party tools to 28 days of data.
Balance targets with factors beyond your
control:
Are improvements you’re seeking difficult to achieve?
How much resources will you have to implement tactics?
news.com.au
14. #musedata 14
“Quantity of Stuff” metrics
No actionable data
Establish scope / context
Measure growth / acquisition
Number of Followers
• FB
• TW
• Instagram
• Pinterest
Number of ‘Likes’
• FB Pages
• FB Content
• Instagram
• Pinterest
• FB post views
http://janicesyearinsunderland.blogspot.com
15. #musedata 15
“Quantity-Plus” metrics
Still about quantity, but more meaningful.
Show the type of content your audience responds to.
Basic
Reach (FB)
Post-Clicks (FB)
Website visits referred by social properties
Better - “mini-conversions”
Retweets (TW)
Favorites (TW)
Comments (FB)
Shares (FB)
http://socialmediatoday.com
16. #musedata
A classic blog post…
Avinash Kaushik’s Best Social Media Metrics
Conversation Rate
# of Audience Comments (or Replies) Per Post
Amplification Rate
# of Retweets Per Tweet
# of Shares Per Post
# of “Share Clicks” Per Post (or Video)
Applause Rate
# of Favorite Clicks Per Post (TW)
# of Likes Per Post (FB)
# of #1s Per Post (Goog+)
# of +1s and Likes Per Post (or video) (Blog / YouTube)
Economic Value
Primarily intended for revenue-driven businesses
Sum of Short and Long Term Revenue and Cost Savings
Goal is to identify macro and micro conversions and then compute economic value.
A manual spreadsheet is available, here, or…
Kaushik’s blog Occam's
Razor is a great resource
for making web analytics
fun and understandable.
17. #musedata
Trendable social metrics – YAY!
17
TrueSocialMetrics offers an automated solution.
http://www.truesocialmetrics.com/
Free / $30 per month / $100 per month / $350/month plans
18. #musedata 18
Here is the bottom line!
Your measurements validate your
tactics (or not).
On a campaign by campaign
basis, you can use “quantity-plus”
metrics to tell your story.
“Here was the goal. We did this.
That happened. It was the best
EVER!
But to improve your overall
program, you need more refined,
trendable metrics.
NY Daily News
20. #musedata#musedata
Dimensions and Metrics
Dimensions describe the data, or an
attribute of the user (“what”):
Traffic source
City
Page
Metrics measure the data (“how
many,” “how long”):
Sessions
Bounce rate
Time on page
Lunametrics
Optimizesmart
Dimensions & Metrics Explorer (Google)
20
Optimizesmart
Dimensions Metrics
GA’s familiar
color-coding
helps you
keep track of
Dimensions
and Metrics.
21. #musedata 21
The inevitability of “Quantity of Stuff”
No actionable data
Sessions (previously Visits)
Users (previously Visitors)
Pages (a.k.a. Pageviews)
Establish scope / context.
Measure growth / acquisition.
You can’t improve your site by measuring these.
Reporting them out of context can be misleading.
“All data in aggregate is crap.”
-- Avinash Kaushik
22. #musedata 22
Engagement metrics are more meaningful
“Quantity-Plus” for websites.
Proxies for user engagement.
Under Audience >> Behavior
Frequency & Recency
Page Depth (“Engagement”)
“New vs. Returning” (e-nor post)
Use with segments:
Traffic from search engines
Traffic from mobile devices
Do not rely on Session Duration or Avg. Time on
Page in a vacuum.
Due to technical issues
23. #musedata 23
Segmentation: GA’s most powerful feature?
Analyze subsets of traffic.
Search engine visits
Social media visits
Demographics
Import expert-made segments from the
Solutions Gallery!
Google Blog
Kissmetrics Overview
Examples (Cutroni)
Examples (Kaushik)
Segments are accessed
by clicking “Add
Segment”. “Organic
Traffic” is shown.
All Users
Organic (Search
Engine) Traffic
24. #musedata 24
Deeper understanding with Conversion Goals
A conversion is any measureable behavior with an
implicitly (or explicitly) higher value.
Conversion rates are more informative than just counting.
They enable you to judge and compare metrics
regardless of how much traffic a site gets.
Typical conversion goals:
Destination (ex: thanks.html)
Duration (ex: 5 minutes or more)
Pages/Screens per session (ex: 3 pages)
Event (download PDF, play video)
REQUIRES CODE
Studying conversion rates
levels the playing field,
versus merely counting!
25. #musedata#musedata
‘Event Tracking’ is super-important
More sophisticated Goals typically involve creating “Events”:
External links
Sign-ups, form submissions
Downloads
Many types of conversion goals
To use Events:
Define and categorize events.
Configure and add the javascript code, usually right in the link (not always).
Many social-share widgets automatically add Events.
Google Analytics Event Organizer (Smithsonian’s Michelle Herman)
The Complete Google Analytics Event Tracking Guide Plus 10 Amazing Examples (old
code, good examples)
25
26. #musedata#musedata 26
Universal Analytics means all new code
We are (still…) in phase three of a four-phased,
multi-year rollout.
All GA accounts have been migrated to Universal,
but many website pages still carry the old code.
Phase 4: legacy code will be deprecated (date TBD
– “in the near future”).
“Data received from deprecated libraries will... be
processed for a minimum of two years…”
You should upgrade your code SOON!
You also need to upgrade custom code, e.g.,
events, virtual pageviews, etc.
Universal Analytics Upgrade Center Vampyre Fangs
27. #musedata#musedata 27
Out with the old, in with the new!
What code are you using?
It’s easy to tell!
If your site is newer than mid-
2014, you have the new code.
If your site is older, do View
Source.
Search for:
gaq old code
ga.js old code
analytics.js new code
Scrap for Joy
28. #musedata 28
Here is the (website) bottom line!
Your measurements validate your
tactics (or not).
To work the process and improve your
site, you need meaningful data:
Engagement Metrics
Segments
Goal Completion / Conversion rates
A-B or MAB (multi-armed bandit) tests
Qualitative data (surveys)
If your goal is purely audience
acquisition, you can use “quantity-of-
stuff” metrics to tell your story.
NY Daily News
29. #musedata#musedata 29
Google’s “Analytics Academy”
Free video-based courses
Digital Analytics Fundamentals
Google Analytics Platform
Principles
Ecommerce Analytics: From
Data to Decisions
Mobile App Analytics
Fundamentals
Google Tag Manager
Fundamentals
analyticsacademy.withgoogle.com
30. #musedata
Resources
30
Google Analytics Academy
Google Analytics Blog
Absolute Beginner's Guide to Google Analytics (Moz)
Avinash Kaushik’s “Occam’s Razor”
Analytics Talk (Justin Cutroni)
Cardinal Path Training
Kissmetrics
Lunametrics blog
Lunametrics Training
Universal Analytics Upgrade Guide
Discover the Google Analytics Platform (advanced tools)
32. #musedata
Plan for Reporting – Set Your Goals!
Tie social media reporting
to museum goals
Gather meaningful,
actionable data
Create a manageable and
flexible process
33. #musedata
Creating the Framework: Step 1
Align Goals and Priorities, Then Select Metrics
Smithsonian Strategic Priority – Revitalizing education
Air and Space Museum Goal – Enhancing outreach efforts
Social Media Goal – Increase engagement with online communities
Metrics – Engagement rate, comments
34. #musedata
Creating the Framework: Step 2
Decide on Frequency of
Data Collection:
How often can you collect AND
analyze data?
How do those reports relate to
each other?
35. #musedata
Creating the Framework: Step 3
Set up Your Templates:
Think about who will read your
reports
Position elements in priority order
36. #musedata
Creating the Framework: Step 4
Test and Refine:
Expect bumps in the road as you
collect and analyze data.
Adjust as needed!
37. #musedata
More Tips!
Start small and build – do what you can do consistently
Research tools to help you simplify data collection
Focus on a balanced blend of pictures, storytelling, and
data
Be vocal about sharing your reports
39. #musedata
Opportunities and Challenges
Opportunities:
Highlight the Museum’s
connection to Star Trek
Celebrate the 50th anniversary of
the Original Series
Challenges:
We were one of many places
celebrating
Nearly all of our social media
following is not local
40. #musedata
Consider Your Audience
Must tell a complete story using a mix of data, photos,
anecdotes, and benchmarks
Audiences for your reports can be varied and have
different needs (senior leadership vs. data hounds)
41. #musedata
Identify Goals
Foster connections with enthusiastic
Star Trek fans – whether onsite or
online
Highlight the Museum’s connection
to Star Trek and remind people that
the model is back on display
Promote content we created in
honor of the 50th
42. #musedata
Writing strong goals
No un-measurable or boring goals!
• Start an Instagram account = tactic not goal
• Make the Museum look cool = hard to measure
Goals = a change you want to make with your audience around a
program, project, etc. If you can’t measure it or it’s not worth
doing, rewrite it!
43. #musedata
Goals:
Foster connections with enthusiastic
Star Trek fans – whether onsite or
online
Highlight the Museum’s connection
to Star Trek and remind people that
the model is back on display
Promote content we created in honor
of the 50th
Strategies:
Invite people to share how Star Trek
influenced their lives and/or careers
Share the story of our restoration of
the studio model
Give a behind-the-scenes look at the
making of our highlights tour in
Klingon
Selecting Strategies
44. #musedata
Selecting Tactics
Strategies:
Invite people to share how Star Trek
influenced their lives and/or careers
Share the story of our restoration of
the studio model
Give a behind-the-scenes look at the
making of our highlights tour in
Klingon
Tactics:
Create a “Share Your Story”
opportunity on our website & promote
via social media
Host an InstaMeet the morning of the
anniversary for local Instagrammers
with curator as a speaker
Write blog post and do a video with
the creator of the Klingon language
44
46. #musedata
Which Metrics to Report?
EXAMPLE: Foster connections with enthusiastic Star Trek fans –
whether onsite or online
Strategy: Invite people to share how Star Trek influenced their lives and/or
careers
Tactic: Create a “Share Your Story” opportunity on our website & promote via
social media
Metrics: Number of stories collected via website, quality of stories
46
47. #musedata
Gathering Your Report Ingredients
Get tools in place
Hashtag tracking tools
Google campaign builder & bit.ly
Storify
Folder for screenshots
Set your benchmarks
What does “average” look like?
Get stats from peer institutions
Compare to past campaigns
47
49. #musedata
What’s Possible?
As with websites, Google Analytics is a powerful tool to
help you know if you’re meeting your goals.
Basic GA only give you so much. Event-based analytics
allow for more nuanced data about usage.
You have to ask your developer to add it in. Can’t be
added later unless you do an app update.
50. #musedata
The Process
Write down your goals for the app and think about the concerns/questions that
are arising during development.
Use the app to see where users take action – make a decision, click something,
etc.
Label each point of action, as well as things with duration. Those are your
event-based metrics.
Think ahead and name each event with “appname_label” in a way that will
make sense to someone who doesn’t know your system.
Put all labels in a spreadsheet and give to developer.
51. #musedata
Pilot Pals - Lots of Choices to Make!
Personalization
Select games
Select aircraft within games
Try again
Play again or return to main menu
Reset personalization
Mute or unmute sound
Access parents section and its tabs
55. Activity #1
Help us fix our jumbled up report. Sort the
jumbled pieces of the report into categories
(goals, metrics, etc.) and arrange them
logically.
If you have time, critique the metrics. Do you
think they are meaningful? If not, write a new
one you think would be better.
56. AMBUSH!
You’re on the elevator at BLAM and the museum director jumps on.
She’s read your report and has a few questions. No escape! How
might you answer her?
a) Which of these metrics is most and least? meaningful?
b) I saw 3 negative comments on Facebook. And our number of
Twitter followers didn’t go up very much. Are you sure the
campaign was successful?
c) So did we “go viral” yet?
57. Effie Kapsalis
Head of Web, New Media, & Outreach
Smithsonian Institution Archives
#MWmetrics
@digitaleffie
58. Target Audiences
Researchers (interns, fellows, academic researchers)
Serious online researchers (Wikipedians, Collections mystery solvers
on Flickr Commons etc)
General public enthusiasts (Lifelong Learners, DIYer looking for
information and help)
Smithsonian record creators
@digitaleffie
59. Broad Organizational Mission
“The Archives’ mission is to document the goals and activities of the
whole Smithsonian in its pursuit of increasing and diffusing knowledge,
and exciting learning in everyone. The Archives is also responsible for
ensuring institutional accountability, and for enhancing access to the rich
and diverse resources in its care. ”
@digitaleffie
64. Home site vs. Flickr Commons vs.
Wikipedia
0
20000
40000
60000
80000
100000
120000
Views on SIA Website Views on Flickr Commons Views on Wikipedia
@digitaleffie
65. Wikipedia Page Views: BaGLAMa
GLAM/Wikipedia Tools - https://outreach.wikimedia.org/wiki/GLAM/Resources/Tools@digitaleffie
75. Foresee Open Ended: Did not find looking for
• Collections (30)
• Of 30 responses, only 4 were searching for items we DO
have.
• “list of architectural styles of the Smithsonian buildings”
• “Mary Henry's complete diary”
• “Electronic version of the Smithsonian Annual Report 1895.”
• “http:// siarchives.si.edu/history/exhibits/historicpicturessmithsonian but got AFRICAN MUSEUM”
• Photos/Digitized Collections (3)
• In general, people were looking for more.
@digitaleffie
76. Foresee Open Ended: What ways can we improve
search?
Want “Google” results
Many of the titles are unclear about what they contain
I wish audio were available
Need greater clarity on what can be accessed electronically.
Access to records, pictures
Who to contact for help, live chat
@digitaleffie
82. Interests, Desktop vs. Mobile Traffic
@digitaleffie
Desktop Visitors Interests Mobile Visitors Interests
1. Collections 1. History
2. Blog 2. Blog
3. History 3. Services
4. Services 4. Collections
5. Search 5. Search
84. Mobile Interests
@digitaleffie
Page Source
History of Smithsonian Castle Google Organic Search
How do I preserve my newspaper? Google Organic Search
Some Archival Career Advice Google Organic Search
How do I deal with a photo stuck to glass? Google Organic Search
How do I deal with little white bugs in my
papers?
Google Organic Search
Blog: Earliest photo of the Castle Facebook
James Smithson Webpage Google Organic Search
85. Keep Learning
Know your bone (Colleen Dilenschneider) - http://colleendilen.com/
Beth Kanter – How Connected Non-Profits Leverage Networks & Data
for Social Change- http://www.bethkanter.org/
Avinash Kaushik - http://www.kaushik.net/avinash/
@digitaleffie
86. #musedata 86
Food for thought (to go)!
Okra: 1 new way you’ll
communicate metrics to
colleagues or partners
Shrimp: 1 way you’ll
improve & jazz up reports
Roux: 1 way in which
you will try to implement
this metrics model
Sausage: 1 tool
you’ll give a try
Adolfo's
Discuss today’s workshop “takeaways”: What are your NOLA #musedata ingredients?