Crafting‒and integrating‒a                   Web Analytics Strategy                   Seth Meranda                   User ...
Analysis and synthesis ordinarily clarify matters for us about as  much as taking a Swiss watch apart and dumping its whee...
UX Problem                        “Users&are&confused&about&the&online&application.”Thursday, July 28, 11                 ...
Analytics Issue             “Only&35%&of&users&visiting&our&site&from&the&“Apply&Now”&                campaign&are&actuall...
“Our%users%are%having%a%hard%time%finding%             the%online%application,%in%fact%65%%of%          specially%targeted%...
Thursday, July 28, 11   4
Three-                        Prong                        AttackThursday, July 28, 11            5
Quantitative DataThursday, July 28, 11              6
Qualitative DataThursday, July 28, 11                 7
Competitive Intelligence DataThursday, July 28, 11             8
Thursday, July 28, 11   9
“The goal of the                         Undergraduate Admissions                          office website is to provide    ...
Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/Thursday, July 28, 11                         ...
Answers to difficult questions          How well are my                  How do people find my        marketing campaigns  ...
Answers to difficult questions          How well are my                  How do people find my        marketing campaigns  ...
Answers to difficult questions          How well are my                  How do people find my        marketing campaigns  ...
Answers to difficult questions                                                           how?          How well are my     ...
Answers to difficult questions                                                                   how?          How well are...
Answers to difficult questions                                                                   how?          How well are...
Local Site SearchThursday, July 28, 11                       12
External KeywordsThursday, July 28, 11                       12
Landing PagesThursday, July 28, 11                   12
GoalsThursday, July 28, 11           12
CampaignsThursday, July 28, 11               12
Thursday, July 28, 11   13
The Marketer’s Dream ReportThursday, July 28, 11                14
Thursday, July 28, 11   15
Thursday, July 28, 11   15
User Testing                        User Testing                                       © Krug, Steve: Rocket Surgery Made ...
Diagnose quicklyThursday, July 28, 11        17
Task DirectionThursday, July 28, 11              18
Competitive Intelligence DataThursday, July 28, 11              20
Competitive Intelligence DataThursday, July 28, 11              20
Competitive Intelligence DataThursday, July 28, 11              20
Know where you’ve beenThursday, July 28, 11       21
Thursday, July 28, 11   22
Thursday, July 28, 11   22
Thursday, July 28, 11   22
http://goo.gl/VMlh1   Search Engine OptimizationThursday, July 28, 11                     23
http://goo.gl/VMlh1   Search Engine OptimizationThursday, July 28, 11                     23
Thursday, July 28, 11   24
Seth Meranda                   @smeranda                   smeranda2@unl.eduThursday, July 28, 11                  25
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Creating and Integrating a Web Analytics Strategy

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Presentation from the 2011 National Conference on Student Recruitment, Marketing and Retention

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Creating and Integrating a Web Analytics Strategy

  1. 1. Crafting‒and integrating‒a Web Analytics Strategy Seth Meranda User Experience Architect: UNL Associate Consultant: Noel-LevitzThursday, July 28, 11 1
  2. 2. Analysis and synthesis ordinarily clarify matters for us about as much as taking a Swiss watch apart and dumping its wheels, springs, hands, threads, pivots, screws and gears into a laymans hands for reassembling, clarifies a watch to a layman. Author UnknownThursday, July 28, 11 2
  3. 3. UX Problem “Users&are&confused&about&the&online&application.”Thursday, July 28, 11 3
  4. 4. Analytics Issue “Only&35%&of&users&visiting&our&site&from&the&“Apply&Now”& campaign&are&actually&submitting&an&application.”Thursday, July 28, 11 3
  5. 5. “Our%users%are%having%a%hard%time%finding% the%online%application,%in%fact%65%%of% specially%targeted%users%are%abandoning%the% process%which%leaves%us%X%amount%behind% our%goal%of%Y%applicants.”Thursday, July 28, 11 3
  6. 6. Thursday, July 28, 11 4
  7. 7. Three- Prong AttackThursday, July 28, 11 5
  8. 8. Quantitative DataThursday, July 28, 11 6
  9. 9. Qualitative DataThursday, July 28, 11 7
  10. 10. Competitive Intelligence DataThursday, July 28, 11 8
  11. 11. Thursday, July 28, 11 9
  12. 12. “The goal of the Undergraduate Admissions office website is to provide clear and concise content to prospective students and their parents regarding the academic and student life opportunities at our institution as well as to provide simple ways to join our community through online registrations, applications and social networks.”Thursday, July 28, 11 9
  13. 13. Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/Thursday, July 28, 11 10
  14. 14. Answers to difficult questions How well are my How do people find my marketing campaigns site? performing? Is my website driving What do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site?Thursday, July 28, 11 11
  15. 15. Answers to difficult questions How well are my How do people find my marketing campaigns site? performing? Is my website driving What do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site? who?Thursday, July 28, 11 11
  16. 16. Answers to difficult questions How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? Do I have what Where are people people are looking coming from? for on my site? who?Thursday, July 28, 11 11
  17. 17. Answers to difficult questions how? How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? Do I have what Where are people people are looking coming from? for on my site? who?Thursday, July 28, 11 11
  18. 18. Answers to difficult questions how? How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? when? Do I have what Where are people people are looking coming from? for on my site? who?Thursday, July 28, 11 11
  19. 19. Answers to difficult questions how? How well are my How do people find my marketing campaigns site? performing? where? what?do people do on What Is my website driving people away? my site? when? Do I have what Where are people people are looking coming from? for on my site? who?Thursday, July 28, 11 11
  20. 20. Local Site SearchThursday, July 28, 11 12
  21. 21. External KeywordsThursday, July 28, 11 12
  22. 22. Landing PagesThursday, July 28, 11 12
  23. 23. GoalsThursday, July 28, 11 12
  24. 24. CampaignsThursday, July 28, 11 12
  25. 25. Thursday, July 28, 11 13
  26. 26. The Marketer’s Dream ReportThursday, July 28, 11 14
  27. 27. Thursday, July 28, 11 15
  28. 28. Thursday, July 28, 11 15
  29. 29. User Testing User Testing © Krug, Steve: Rocket Surgery Made EasyThursday, July 28, 11 16
  30. 30. Diagnose quicklyThursday, July 28, 11 17
  31. 31. Task DirectionThursday, July 28, 11 18
  32. 32. Competitive Intelligence DataThursday, July 28, 11 20
  33. 33. Competitive Intelligence DataThursday, July 28, 11 20
  34. 34. Competitive Intelligence DataThursday, July 28, 11 20
  35. 35. Know where you’ve beenThursday, July 28, 11 21
  36. 36. Thursday, July 28, 11 22
  37. 37. Thursday, July 28, 11 22
  38. 38. Thursday, July 28, 11 22
  39. 39. http://goo.gl/VMlh1 Search Engine OptimizationThursday, July 28, 11 23
  40. 40. http://goo.gl/VMlh1 Search Engine OptimizationThursday, July 28, 11 23
  41. 41. Thursday, July 28, 11 24
  42. 42. Seth Meranda @smeranda smeranda2@unl.eduThursday, July 28, 11 25

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