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  1. 1. + Understanding & presenting online & web stats – showing IMPACT Jeff Wisniewski Web Services Librarian University of Pittsburgh
  2. 2. + Roadmap Impact Web statistics Trends Content types Goals Campaigns Caveats Built in visualizations Trend watch: Real time visualization tools
  3. 3. + Showing impact (NARRATIVE / CONTEXT) x VISUALIZATION
  4. 4. + Tell the story With numbers With context With compelling visuals
  5. 5. + Good data visualization tells a story that can be understood by anyone The goal is to reduce complexity and give data a human face
  6. 6. +
  7. 7. + Web statistics
  8. 8. + Google analytics Google analytics as example, so YMMV
  9. 9. + Google analytics Trends Content impact: Content types User experience impact: Goals Outreach impact: Campaigns Real Time
  10. 10. +
  11. 11. + The big picture is too big
  12. 12. + IMPACT Content User Experience Outreach
  13. 13. + Content IMPACT
  14. 14. + Different metrics for different content Time on page: Engagement content (blogs, guides, reviews): hopefully high Funnel content (get me to…databases, ejournals, catalog, etc): hopefully very low Informational content (hours, policies): hopefully low
  15. 15. + How to Admin > View > Custom Channel Groupings > New Content Grouping
  16. 16. +
  17. 17. + User Experience IMPACT
  18. 18. + Use personas to Identify top tasks by audience What specific things does Stacey want to do on our site? Set up GOALS and FUNNELS around these tasks
  19. 19. + Stacey  freshman  the source of the information can come from anywhere and is really irrelevant; she just needs to know where to look  uses often commercial search engines like Yahoo and Google to locate information  she doesn’t distinguish between the online catalog and the library web site; for her, the web site is just the way to get to the catalog with some additional information mixed in  Unaware of library tools and resources  needs help with the research process and is overly- confident about her own research skills, which may not be as strong as she thinks
  20. 20. + spends a lot of time at the library to study for midterms and finals; wants to be able to check easily what the library hours are  she wants to easily connect to wi-fi and uses self-print for all her assigned readings  does not rely heavily on the library’s print journal collections; commonly uses e-journal collections  uses primarily books on reserve and rarely checks out a book or two from Hillman collection; expects Hillman library to have all the textbooks required by instructors and is surprised if they are not in the collection or are not placed on reserve for students  uses chat or calls the front desk to get help from library staff with locating a reference  uses her smart phone to find the call number of a book on reserve, see if a book is checked out and when is due back, or look up the syllabus, the course number, or the name of the instructor
  21. 21. + Goals Goal : the page a visitor reaches once they have completed a desired action Funnel : The (optimized) steps along the way to the goal
  22. 22. + Examples Can students successfully find and enroll in a class on your site? After visiting a readers’ advisory page do people click into the catalog to find and checkout items? Are students clicking from a course libguide into a database that the guide recommends?
  23. 23. + The goal
  24. 24. + Step 1 Sstep 2 Sstep 3 The funnel
  25. 25. + How to Admin > Goals > Create New Goal
  26. 26. +
  27. 27. + *PRO TIP Exact match has to be EXACTLY the same as the URL….even leading or trailing spaces will cause it to fail
  28. 28. +
  29. 29. + Outreach IMPACT Campaigns
  30. 30. + Campaigns Great way to demonstrate the impact (or lack thereof) of specific online outreach and marketing efforts
  31. 31. + Campaigns  How many library mailing list members clicked the link in the PDF we sent about our new makerspace?  How many people took our annual survey from the link if Facebook versus the link on Twitter?
  32. 32. + Campaigns Allows for tagging URLs with special parameters Source- blog, Facebook Medium- PDF flyer, website Campaign- new_community_meeting_rooms
  33. 33. + How to utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, e.g. Google, citysearch, newsletter4, billboard. utm_medium: The advertising or marketing medium, e.g.: cpc, referral, email. utm_campaign: The individual campaign name, slogan, promo code, etc. for a product. utm_term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword. utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
  34. 34. + How to: URL Builder 1033867?hl=en&ref_topic=1032998
  35. 35. + General web stats caveat
  36. 36. + The bounce rate myth We link to a LOT of third party sites from our websites: Catalogs Discovery tools Overdrive Databases LibGuides
  37. 37. + The bounce rate myth A user who visits your homepage and then visits one of these places has
  38. 38. + When the cookie crumbles* New vs Returning users relies on cookies. • Up to 66% of users user multiple devices • App. 30% of users deleted cookies in a one month period
  39. 39. + Communicating the results
  40. 40. + Key visualizations
  41. 41. + Communicate With BOTH internal and external stakeholders
  42. 42. + traffic> search> organic
  43. 43. + traffic> search> organic
  44. 44. + Content>Landing pages &exit pages
  45. 45. + Content>Landing pages &exit pages via visitor flow
  46. 46. + Content>top pages
  47. 47. + Content>top pages (in-page analytics)
  48. 48. + Real-Time Visualization Tools
  49. 49. + Trend Watch: Real time visualizations Gale Analytics on Demand  ale-releases-analytics-demand-demographic-gis- libraries/ create maps, charts, and reports that illustrate where their patrons live, how different demographic groups are utilizing the library, which genres or resources are most popular among different consumer segment
  50. 50. + Trend Watch: Real time visualizations “Making the Invisible Library Visible” Checkouts How many people on the website right now?  ent/publicwow/ 
  51. 51. + Trend Watch: Real time visualizations Google Charts  Display real-time data from various sources on your website Wordpress and Drupal plugins   charts/
  52. 52. + Questions?
  53. 53. + Thank you!