This document summarizes a presentation on using web analytics to improve performance. It discusses defining goals and key metrics to track, setting up funnels in analytics tools, and making data actionable by addressing problems and focusing efforts on improving high-value traffic and conversions. Regular reporting and A/B testing were recommended to monitor progress towards goals and continuously optimize the site. People, processes, and tools need to work together, with a focus on progress over perfection through ongoing analysis and improvement.

1. You Can’t Manage What You Can’t Measure:Using Analytics to Improve Web PerformanceCJ Cunniff & Matt Arnold

2. Over 10 years interactive experience

3. JavaScript/XML programming, JQUERY, MOOTOOLS, AJAX and Flash Development

4. 7 years working in higher education

5. Role: How you do it!CJ CunniffDirector, Interactive Media ProductionOver 15 years interactive experience

6. Has led interactive strategy

7. 7 years higher education experience

8. Master’s thesis focused on computer augmented group decision-making

9. Role: What you should do and why!Matt ArnoldDirector, Interactive Media Strategy

10. Google AnalyticsQualifiedCJ CunniffDirector, Interactive Media ProductionGoogle AnalyticsQualifiedMatt ArnoldDirector, Interactive Media Strategy

11. Fundamentals: Analytics DefinedImpress Your Boss VersionUnderstandable Version Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.WikipediaWeb Analytics is the measurement of what is really happening on your site.

12. Abandonment: Falling out of the funnel in three frames

13. Point of ViewWith competing priorities and greater scrutiny on marketing budgets, it is imperative that institutions realize how their web presence is performing. The best way to understand ROI and drive continuous improvement is through the effective use of web analytics.

14. GoalsBenefitsFundamentals/Overview of AnalyticsHolistic ApproachMaking Things ActionableTips, Tricks & RecommendationsDiscussion / Q&A

15. Fundamentals: Other DefinitionsHitsA hit occurs any time a single file is transferred and is now a generally useless measure. A page with 4 images would count as 5 hits in a single page view.Page ViewsA page view occurs any time a single page loads and the analytics JavaScript runs.Unique VisitorA unique visitor will only be counted once for a given period of time.VisitA visit starts when a unique visitor opens a website and ends when they move on to another website. One unique visitor can make many visits to a website.FunnelThe path that you expect (or want) a visitor to take to complete an action. This could be the form pages needed to complete an application for example.

16. BenefitsUnderstanding the true state of your integrated marketing campaign Obtaining better customer insightsOverall time savingsMore effective use of marketingdollarsAbility to show Return on Investment for any level of marketing you decide to track Continuous Improvement

18. Fundamentals: Tracking Track your funnel. Know all of the metrics at each of the friction points. Assign cost to each stage of the funnel.

19. Fundamentals:FocusAvoid paralysis by analysis. Establish key metrics to observe on regular basis and use for optimization.

20. Fundamentals: AutomateUse tools to diagnose opportunities and threats, and save time developing and managing your efforts.

21. “In God we trust; all others must bring data.” W. Edwards Deming Physicist and quality improvement pioneerSource: Clemson University (http://deming.eng.clemson.edu/pub/den/files/deming.jpg)

24. PeopleRoles / Responsibilities

25. Organizational Development

26. Training

27. Change Management

28. Communication

29. CultureToolsTechnology

30. Requirements

31. ConstraintsProcessWorkflows

32. Procedures / TasksThe Hub And Spoke Method: The SpokeThe spokes are the different business units, areas or competences that your organization has.The job of the hub is to supply the spokes with the information theyneed via processes designed to get the most out of the tools..More information on The Hub and Spoke model can be found in “The Cult of Analytics”

33. The Hub And Spoke Method: The SpokeThe spokes are the different business units, areas or competences that your organization has.The job of the hub is to supply the spokes with the information theyneed via processes designed to get the most out of the tools..More information on The Hub and Spoke model can be found in “The Cult of Analytics”

34. The Chasms (per Forrester Research)InvestmentStaffingAction

35. People/Institutions Attending SIM Tech

36. People/Institutions using analytics

37. People/Institutions using Google Analytics

38. People/Institutions spending time with Google Analytics to understand more than number of visits or bounce rate

40. What to CollectStart with what’s important to the institution?

41. Making Things Actionable: Determine What Data to Collect: KPI Prioritization:What type of metrics have the most potentialKeep your focus. Focus on what is important to your site/industry. Focus your limited resources. Sit down and match up your report to your priorities.

42. Goals & objectives change the shape of the funnel

44. EnteringLeavingWhat about sites without E-Commerce?

45. Tracking $Index

46. Estimating Actionable ValuesGoal

48. They can get everything they need from the homepage.

49. This confuses and angers me. They’ll most likely abandon.They can get everything they need from the homepage.

50. EnteringLeavingGoal

51. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.Likelihood of ConvertingValue$2000Matriculate

52. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.Likelihood of ConvertingValue30% (Apply to Accept)$42070% (Accept to Matriculate)$1,400$2000Matriculate

53. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.Likelihood of ConvertingValue1% (Open email)$.00212% (Click through to site)$.215% (Info Request lead to visit)$10.5050% (Campus Visit to Apply)$21030% (Apply to Accept)$42070% (Accept to Matriculate)$1,400$2000Matriculate

54. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events.Likelihood of ConvertingValue1% (Open email)$.0021What else can drive traffic to these pages?What will that cost?2% (Click through to site)$.215% (Info Request lead to visit)$10.5050% (Campus Visit to Apply)$21030% (Apply to Accept)$420Lifetime Value?Persist

55. Graduate

56. Donate

57. Will70% (Accept to Matriculate)$1,400$2000Matriculate

58. Play NiceWebsite GoalsUser GoalsInstitutional Goals

59. Making Things Actionable: Collecting Data RadioTelevisionPrintWebAnalytics Collection

60. Making Things Actionable: Collecting Data Youraddress.edu/radioYouraddress.edu/tvRadioTelevisionPrintWebYouraddress.edu/webYouraddress.edu/printAnalytics Collection

61. Making Things Actionable: make data consumableCore goals?Extended funnel abandonment?Movement towards or away from business goals?Changes to the funnel?Are we comparing apples to oranges?Annotations are key

62. Correlation does not equal causation.

63. Making Things Actionable: Check for Erroneous AssumptionsDrowningShark AttacksBoating AccidentsIce cream is obviously EVILIce cream consumedIce cream consumedIce cream consumed

64. Making Things Actionable: Check for Erroneous AssumptionsDrowningShark AttacksBoating AccidentsShark AttacksDrowningBoating AccidentsActual CausalityIce cream consumedIce cream consumedIce cream consumedHigh Temp of the DayHigh Temp of the DayHigh Temp of the Day

65. Making Things Actionable Interesting alone is not actionableDetermine what can be improved?Determine the value of various traffic drivers & focus on improving value and conversions.

66. Analytics: Reporting and Dashboards

67. Inspire your audienceWe now know what people are tending to do and what we want them to do. We now know the gap between desired state and current state.The next step is to increase engagement with our audience to further enhance our KPI results and improve ROI.Use informative titles in reports

68. Rinse and RepeatThe work of a good analytics campaign is never complete.Once we have made some changes and have seen some improvement we will need to start the process over.

69. Tips / Tricks: ResourcesSitesGoogle’s Web Analytics IQOccam’s Razor – Avinash’s BlogWeb Analytics AssociationBooksWeb Analytics an Hour a DayWeb Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Cult of AnalyticsActionable Analytics

70. Tips/Tricks: PeopleAssigning roles and responsibilitiesOngoing training sessions – give them the skills to analyze and interpret the dataTime ManagementHow oftenAutomationWhen to research

71. Tips/Tricks: ProcessDefine problems & do a GAP analysisSet up $indexing to define and measure the solutionUse “The 3x3 Matrix Approach” to get started

72. What Is $Index & How Can It Help?

73. The 3 x 3 Grid as a Starting Point to making things actionable

74. Tips/Tricks: Tools

75. AnnotationsAnnotations will also show up on the graphs

76. AnnotationsAnnotations will also show up on the graphsThe annotations box is closed by default. Click this button under a graph to open itFor something of particular importanceplace a star.

77. Funnel Reporting With Goals

78. A/B Testing With Google Website OptimizerDetermine a lowor a high traffic pageto be tested based on aKPICreate multiple versionsof the pageDefine the goal landingpageTrack for a minimum ofa few hundred hitsImplement the best ranked solution

79. Wrap UpHolistic: people, process, and toolsProgress, not perfection – commit to continuous improvement Transform data into information and knowledgeLove results, not channelsKnow what’s producing and what’s worth doingSet up goals and funnels in your analytics programBe data-driven

80. Questions

81. The BonusFree 30 Minute Consultations Given to The First 15 Registrants at:http://www.stamats.com/analytics(This presentation and links to the resources referenced are also available)