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Measuring impact

Slides for presentation entitled 'Measuring impact' given during Institutional Web Management Workshop (IWMW) in June 2012 at the University of Edinburgh.

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Measuring impact
@IWMW 2012 (Edinburgh)
      Stephen Emmott
            LSE
BACKGROUND
LSE
LSE is a specialist university with an
international intake and a global reach. Its
research and teaching span the full breadth of
the social sciences, from economics, politics and
law to sociology, anthropology, accounting and
finance. Founded in 1895 by Beatrice and Sidney
Webb, the School has an outstanding reputation
for academic excellence. LSE has 16 Nobel prize
winners.
About LSE
•   23 academic departments
•   16 research centres
•   9,500 students (800 PT; 2/3 overseas)
•   3,000 staff (1,300 PT; 44% overseas)
•   1 campus with footprint similar to, perhaps
    smaller than, that of the Pollock Halls site.
Measuring impact
About me
• Stephen Emmott
• Head of Web Services
• Web Services is within
  Communications, which is within External
  Relations.
• Lead and manage web services… but what is
  web services these days?
Roy Lathwell - Creative Commons Attribution 2.0 Generic
See: http://commons.wikimedia.org/wiki/File:Salmon_leaping_at_the_Falls_of_Shin,_Scotland.jpg
CONTEXT
Position in hierarchy
• Director
  – Pro-Director (Research; External Relations)
     • Director of External Relations
        – Head of Communications
            » Head of Web Services
What is ‘Web Services’?
•   What isn’t it? ;)
•   People
•   Systems
•   Servers
•   Processes
•   Services
•   …
People
• 9 people (3 sub-teams: editorial/content, rich
  media and production)
• ~500 editors/contributors
• Internal suppliers (1 (IT); all?)
• External suppliers (~15)
Systems (software)
• CMS - Contensis by Genetics
• Search facility - Funnelback by Funnelback
• Usage monitoring and reporting - Digital Analytix
  (SiteStat) by ComScore (NedStat); Google Analytics by
  Google; Stone Steps Webalizer by Stone Steps.
• Blogs - WordPress by WordPress Foundation
• QA - Web Governance Suite (Response; Quality
  Assurance) by SiteImprove
• Media Streaming - FMS by Adobe, through Influxis
• ...
Systems (servers)
• CMS, search, blog and other servers hosted by
  IT Services/SunGard
• NAS, DB and web servers hosted by IOMART
• Rich media server hosted by Influxis
• CWP hosted by SunGard
• ...
Processes
• Updating/publishing home pages.
• Developing templates and deploying changes.
• Detection and restoration of service upon outage.
• Archiving and deleting pages.
• Detecting and correcting broken links.
• Support for editors/contributors through web
  surgeries.
• ...
Services
• The constituent parts of what we call our ‘web
  presence’.
• Hosted at LSE and owned by LSE.
• Hosted elsewhere and owned by LSE.
• Hosted elsewhere and owned by others.
Geojoc - Creative Commons Attribution-Share Alike 2.0 Generic
See: http://en.wikipedia.org/wiki/File:Salmon_leaping_at_Buchanty_Spout_on_River_Almond_-_geograph.org.uk_-_1347586.jpg
Web presence
Web presence (partially expanded)
MEASUREMENT
Why measure?
Instruments/measurements
•   Log files eg server requests, etc.
•   Web beacons or bugs/pixel tags
•   Cookies
•   Application-specific
•   Any others?
•   [audience asked to contribute during
    presentation]
Analysis of measurements
• Data is just a step in the process.
• Information is key.
• Data has to be analysed to develop
  information.
• Information needs to be
  communicated, primarily in the form of
  reports.
Stanley Howe - Creative Commons Attribution-Share Alike 2.0 Generic
See: http://en.wikipedia.org/wiki/File:Salmon_negotiating_the_leap_by_Bridge_of_Feugh_-_geograph.org.uk_-_254864.jpg
Web reports
•   Usage of website, both aggregate and specific.
•   Downloads of podcasts.
•   Views of rich media.
•   Tweets and re-tweets.
•   Likes
•   Check-ins
•   …
Enough!
• There are numerous
  people, systems, processes and services to
  manage and therefore measure.
• There are numerous instruments/measures.
• Abundance of data.
• Countless questions.
• With finite resources and time, where are the
  limits?
IMPACT
Impact of Social Sciences
About the project
Defining impacts
Impacts in context of web
• “… recorded or otherwise auditable occasion
  of influence …”
• [audience asked to contribute during
  presentation]
Lyn Mcleod - Creative Commons Attribution-Share Alike 2.0 Generic
See: http://commons.wikimedia.org/wiki/File:Falls_Of_Feugh_-_October_-_geograph.org.uk_-_580227.jpg?uselang=en-gb
FOCUS
Measured web presence
• Audit what is managed (and distinguish it
  from what is not, if also in your audit).
• Collect data for what is managed. Automate
  the collection of data and manage the
  collected data: storage, access and retention.
• Enable authorised self-help access to data
  through reporting tools; negotiate direct
  access.
• Focus on dashboards and investigations.
Examples of dashboards
More dashboards
Example of investigation
Tests
Results (1)
Results (2)
Results (3)
US Army Corps of Engineers - Public Domain
See: http://en.wikipedia.org/wiki/File:Life_cycle_of_Pacific_salmon.jpg
Impact
• It is not the role of web managers to assess
  impact.
• Provide data and tools to others so they can
  assess impact.
• Focus on managing
  people, systems, processes and services.
Disclaimer
• All fish where photographed leaping from
  Scottish rivers.

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Measuring impact

  • 1. Measuring impact @IWMW 2012 (Edinburgh) Stephen Emmott LSE
  • 3. LSE LSE is a specialist university with an international intake and a global reach. Its research and teaching span the full breadth of the social sciences, from economics, politics and law to sociology, anthropology, accounting and finance. Founded in 1895 by Beatrice and Sidney Webb, the School has an outstanding reputation for academic excellence. LSE has 16 Nobel prize winners.
  • 4. About LSE • 23 academic departments • 16 research centres • 9,500 students (800 PT; 2/3 overseas) • 3,000 staff (1,300 PT; 44% overseas) • 1 campus with footprint similar to, perhaps smaller than, that of the Pollock Halls site.
  • 6. About me • Stephen Emmott • Head of Web Services • Web Services is within Communications, which is within External Relations. • Lead and manage web services… but what is web services these days?
  • 7. Roy Lathwell - Creative Commons Attribution 2.0 Generic See: http://commons.wikimedia.org/wiki/File:Salmon_leaping_at_the_Falls_of_Shin,_Scotland.jpg
  • 9. Position in hierarchy • Director – Pro-Director (Research; External Relations) • Director of External Relations – Head of Communications » Head of Web Services
  • 10. What is ‘Web Services’? • What isn’t it? ;) • People • Systems • Servers • Processes • Services • …
  • 11. People • 9 people (3 sub-teams: editorial/content, rich media and production) • ~500 editors/contributors • Internal suppliers (1 (IT); all?) • External suppliers (~15)
  • 12. Systems (software) • CMS - Contensis by Genetics • Search facility - Funnelback by Funnelback • Usage monitoring and reporting - Digital Analytix (SiteStat) by ComScore (NedStat); Google Analytics by Google; Stone Steps Webalizer by Stone Steps. • Blogs - WordPress by WordPress Foundation • QA - Web Governance Suite (Response; Quality Assurance) by SiteImprove • Media Streaming - FMS by Adobe, through Influxis • ...
  • 13. Systems (servers) • CMS, search, blog and other servers hosted by IT Services/SunGard • NAS, DB and web servers hosted by IOMART • Rich media server hosted by Influxis • CWP hosted by SunGard • ...
  • 14. Processes • Updating/publishing home pages. • Developing templates and deploying changes. • Detection and restoration of service upon outage. • Archiving and deleting pages. • Detecting and correcting broken links. • Support for editors/contributors through web surgeries. • ...
  • 15. Services • The constituent parts of what we call our ‘web presence’. • Hosted at LSE and owned by LSE. • Hosted elsewhere and owned by LSE. • Hosted elsewhere and owned by others.
  • 16. Geojoc - Creative Commons Attribution-Share Alike 2.0 Generic See: http://en.wikipedia.org/wiki/File:Salmon_leaping_at_Buchanty_Spout_on_River_Almond_-_geograph.org.uk_-_1347586.jpg
  • 21. Instruments/measurements • Log files eg server requests, etc. • Web beacons or bugs/pixel tags • Cookies • Application-specific • Any others? • [audience asked to contribute during presentation]
  • 22. Analysis of measurements • Data is just a step in the process. • Information is key. • Data has to be analysed to develop information. • Information needs to be communicated, primarily in the form of reports.
  • 23. Stanley Howe - Creative Commons Attribution-Share Alike 2.0 Generic See: http://en.wikipedia.org/wiki/File:Salmon_negotiating_the_leap_by_Bridge_of_Feugh_-_geograph.org.uk_-_254864.jpg
  • 24. Web reports • Usage of website, both aggregate and specific. • Downloads of podcasts. • Views of rich media. • Tweets and re-tweets. • Likes • Check-ins • …
  • 25. Enough! • There are numerous people, systems, processes and services to manage and therefore measure. • There are numerous instruments/measures. • Abundance of data. • Countless questions. • With finite resources and time, where are the limits?
  • 27. Impact of Social Sciences
  • 30. Impacts in context of web • “… recorded or otherwise auditable occasion of influence …” • [audience asked to contribute during presentation]
  • 31. Lyn Mcleod - Creative Commons Attribution-Share Alike 2.0 Generic See: http://commons.wikimedia.org/wiki/File:Falls_Of_Feugh_-_October_-_geograph.org.uk_-_580227.jpg?uselang=en-gb
  • 32. FOCUS
  • 33. Measured web presence • Audit what is managed (and distinguish it from what is not, if also in your audit). • Collect data for what is managed. Automate the collection of data and manage the collected data: storage, access and retention. • Enable authorised self-help access to data through reporting tools; negotiate direct access. • Focus on dashboards and investigations.
  • 37. Tests
  • 41. US Army Corps of Engineers - Public Domain See: http://en.wikipedia.org/wiki/File:Life_cycle_of_Pacific_salmon.jpg
  • 42. Impact • It is not the role of web managers to assess impact. • Provide data and tools to others so they can assess impact. • Focus on managing people, systems, processes and services.
  • 43. Disclaimer • All fish where photographed leaping from Scottish rivers.