Analytics For Leaders


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Analytics For Leaders

  1. 1. Analytics For Leaders 2010 Nonprofit Leadership Conference – Thriving is the New Normal Beyond Website Analytics: Leveraging Technology June 3, 2010
  2. 2. Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.
  3. 3. Presenters <ul><li>David Erickson , director e-Strategy, Tunheim Partners </li></ul><ul><ul><li>Gen X </li></ul></ul><ul><ul><li>Uncle to Millennials </li></ul></ul><ul><ul><li>14 years Internet marketing experience </li></ul></ul><ul><ul><li>Twitter: @ derickson </li></ul></ul><ul><ul><li>e-Strategy Internet Marketing Blog – </li></ul></ul><ul><li>Natalie Wires , account representative, Tunheim Partners </li></ul><ul><ul><li>Millennial </li></ul></ul><ul><ul><li>Experience in online marketing and communications </li></ul></ul><ul><ul><li>Twitter: @ nataliewires </li></ul></ul><ul><ul><li>Natalie’s Wire – </li></ul></ul>
  4. 4. Measurement Goals <ul><li>Set a goal – In order to properly use analytic tools you need to first set a goal of what you want people to do on your site. Do you want them to fill out a form, make a purchase, etc. You will then base your strategies around this goal. </li></ul><ul><li>Who is it you want to reach? </li></ul><ul><ul><li>Demographic </li></ul></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>Roles </li></ul></ul><ul><ul><li>Donor </li></ul></ul><ul><ul><li>Volunteer </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Legislature </li></ul></ul><ul><li>Why do you want to reach them? </li></ul><ul><ul><li>Create awareness </li></ul></ul><ul><ul><li>Get donations </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><li>After you determined your goals you’ll be able to identify the proper channels </li></ul>
  5. 5. Web Analytics <ul><li>Google Analytics – </li></ul><ul><li>Webtrends – </li></ul><ul><li>Clicky – </li></ul><ul><li>Your website: Online hub </li></ul><ul><ul><li>Word of Mouth </li></ul></ul><ul><ul><li>Broadcast media </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Google Webmaster Central - </li></ul><ul><li>Google URL Builder </li></ul><ul><ul><li>Appears in Traffic Sources > Campaigns </li></ul></ul>
  6. 6. Web Analytics <ul><li>Clicktale – Web analytics service that give you videos, charts and heatmaps showing how visitors are interacting with your Web site. </li></ul><ul><li>Features include: </li></ul><ul><ul><li>Movies of your visitors' browsing sessions to analyze their behavior (i.e. mouse movements, mouse clicks, scrolling actions and interactions with online forms) </li></ul></ul><ul><ul><li>Heatmaps show where visitors click, where they look and how far down they scroll (i.e. where visitors stop and pay attention, what parts they skip, how far they scroll) </li></ul></ul><ul><ul><li>Link Analytics shows interactions, hover and hesitation time </li></ul></ul><ul><ul><li>Form Analytics reveals problem fields in online forms that cause visitors to leave </li></ul></ul><ul><ul><li>Pricing – there is a free option, but it is limiting, especially if you have an active site. </li></ul></ul>
  7. 7. Web Analytics <ul><li>Webmaster Central </li></ul><ul><ul><li> /webmasters </li></ul></ul>
  8. 8. Web Analytics <ul><li>Google URL Builder </li></ul>Segment Google Analytics stats for any link to your site. <ul><li>Business application </li></ul><ul><li>Before posting, tweeting or emailing a link, put it through Google URL Builder to track its success. </li></ul>
  9. 9. Web Analytics Look at heatmaps showing Mouse Movement, Clicks, Scroll and Attention. Watch recordings of action visitors experience with your site Determine at what stage people are opting out of form completion Learn visitor demographics
  10. 10. Web Analytics Red = scrolled slowest, most engaged with site Blue = scrolled quickest, least engaged with site Clicktale’s Scrolling Heatmap <ul><li>Business application </li></ul><ul><li>Put the most important information where people are already focusing their attention. </li></ul>
  11. 11. Web Analytics <ul><li>CrazyEgg – visuals and heatmaps of how your visitors are interacting with your page. </li></ul>Hover to reveal link click rates <ul><li>Business application </li></ul><ul><li>Which of your links are visitors clicking on? </li></ul><ul><li>What kind of information are they looking for when they visit your site? </li></ul>
  12. 12. Web Analytics <ul><li>CrazyEgg Heatmap </li></ul>Shows which parts of your page visitors are clicking on. Hot colors equal more clicks. <ul><li>Business application </li></ul><ul><li>Put your organization’s most important information where people’s eyes are naturally drawn. </li></ul>
  13. 13. Web Analytics <ul><li>CrazyEgg Confetti </li></ul><ul><li>Another way to see where your visitors are clicking. Each dot represents a click. </li></ul><ul><li>Can sort by: </li></ul><ul><li>Referrer </li></ul><ul><li>Search engine </li></ul><ul><li>Search term </li></ul><ul><li>Time of day </li></ul><ul><li>Day of week </li></ul><ul><li>Browser </li></ul>Other Web analytic tools: Get Clicky, Statcounter
  14. 14. Search Analytics <ul><li>Google Trends & Insight for search </li></ul><ul><li>Shows increases in search traffic for specific terms </li></ul><ul><li>Can sort by region or timeframe </li></ul><ul><li>Can compare multiple terms by adding a comma in your search inquiry </li></ul><ul><li>Business application </li></ul><ul><li>Are you optimizing your page for the correct search terms at the correct time of year? </li></ul><ul><li>Are you reaching out to your key audience when they are most likely to be searching for you? </li></ul>
  15. 15. Search Analytics <ul><li>Real Time Updates in Google </li></ul><ul><li>Search Google </li></ul><ul><ul><li>Click More </li></ul></ul><ul><ul><li>Click Updates </li></ul></ul>Other search analytic tools: Keyword Discovery , Wordtracker
  16. 16. Competitive Analytics <ul><li>Google AdPlanner </li></ul><ul><li>Gives statistics on various Web sites including: </li></ul><ul><li>Daily unique visitors </li></ul><ul><li>Gender </li></ul><ul><li>Age </li></ul><ul><li>Education </li></ul><ul><li>Household Income </li></ul><ul><li>Other sites visited </li></ul><ul><li>Business application </li></ul><ul><li>Are your visitors the demographic that you expect them to be? </li></ul><ul><li>Are you reaching out to this demographic in your other marketing tactics? </li></ul><ul><li>What other sites are your visitors going to? </li></ul><ul><li>What demographic of people are visiting your competitors’ sites? </li></ul>
  17. 17. Competitive Analytics <ul><li>Quantcast </li></ul>
  18. 18. Competitive Analytics <ul><li>Compete </li></ul><ul><li>Compare statistics on up to five different Web sites such as: </li></ul><ul><li>Daily unique visitors </li></ul><ul><li>Referral sources </li></ul><ul><li>Search terms </li></ul>
  19. 19. Blog Analytics <ul><li>FeedBurner </li></ul><ul><li>FeedBurner’s subscriber count is based on an approximation of how many times your RSS feed has been requested in a 24-hour period. </li></ul><ul><li>Subscribers is inferred from an analysis of the many different feed readers and aggregators that retrieve this feed daily. </li></ul><ul><li>Subscribers count is calculated by matching IP address and feed reader combinations, then using a detailed understanding of the multitude of readers, aggregators, and bots on the market to make additional inferences. </li></ul><ul><li>It can reflect the number of subscribers on a given day or the average number of subscribers over the course of time. </li></ul><ul><li>Business application </li></ul><ul><li>People generally subscribe to only their favorite blogs. </li></ul><ul><li>Is the content on your blog appealing enough to people to make them want to get your posts directly to their reader? </li></ul>
  20. 20. Blog Analytics <ul><li>Backtype </li></ul>Other blog analytics tools: Google Reader , Bloglines <ul><li>Enter search term </li></ul><ul><li>Bring up comments people are making either on news articles, blogs or Twitter. </li></ul><ul><li>Business application </li></ul><ul><li>Perfect for monitoring online chatter about a given topic </li></ul><ul><li>Great tool to see what the masses are saying during a crisis </li></ul>
  21. 21. Social Analytics <ul><li>Social Mention </li></ul>Search and setup email updates of the latest relevant social media results (blog, microblog, etc.) based on your choice of search phrase.
  22. 22. Social Analytics <ul><li>Facebook – Interaction Graphs </li></ul><ul><li>Interactions occur when someone writes on your wall, comments on your post or likes your content. </li></ul><ul><li>Post quality measures how engaging your posts have been to Facebook users over a rolling seven-day period. </li></ul><ul><li>Business application </li></ul><ul><li>Are your fans engaging with the content you are posting? </li></ul><ul><li>How are they engaged (i.e., are they reacting to your content or adding their own wall posts? </li></ul>
  23. 23. Social Analytics <ul><li>Interaction graphs show how fans are interacting with your posts and consuming your material. </li></ul><ul><li>Can sort by interactions (total, comments, wall posts, likes), interactions per post, post quality, discussion posts, reviews and mentions. </li></ul><ul><li>Sort by timeframe to see how interactions change over time. </li></ul>
  24. 24. Social Analytics <ul><li>Facebook – Gender and Age Charts </li></ul>Active Fans = Fans who have written on your wall or engaged with your posts in the last week. <ul><li>Business application </li></ul><ul><li>Is this the gender breakdown you expected? </li></ul><ul><li>Is this the gender breakdown you want? </li></ul>
  25. 25. Social Analytics <ul><li>Facebook – Location Lists </li></ul>
  26. 26. Social Analytics <ul><li>Facebook – Fan Graphs </li></ul><ul><li>Shows trends in user acquisition and subscription </li></ul><ul><li>Can sort by total fans/unsubscribed fans, new/removed fans, top countries, demographics, pageviews/unique pageviews, unsubscribes/resubscribes and media consumption </li></ul><ul><li>Change timeframe to see how interactions change over time. </li></ul>
  27. 27. Social Analytics <ul><li>Facebook – Post Insights </li></ul><ul><li>Facebook offers insights for individual posts for high volume pages </li></ul><ul><li>Impressions = raw number of times this story has been seen on your wall and in the news feed of your fans </li></ul><ul><li>Feedback is the number of comments and likes per impression </li></ul><ul><li>Business application </li></ul><ul><li>Is there a certain type of post that is getting the most reaction out of your fans? </li></ul>
  28. 28. Social Analytics <ul><li>Real-time results of what people are saying on Twitter about any topic </li></ul><ul><li>Also shows trending topics </li></ul><ul><li>Use advanced search option to limit results based on location, person, date, attitude and much more </li></ul><ul><li>Twitter Search </li></ul><ul><li>Business application </li></ul><ul><li>Are you creating the kind of chatter you want? </li></ul><ul><li>What are people saying about your organization and marketing tactics? </li></ul>
  29. 29. Social Analytics <ul><li>TweetReach </li></ul><ul><li>Shows how many people have seen a phrase, hashtag or link on Twitter, based on tweets, mentions and re-tweets </li></ul><ul><li>Shows who is passing along your information. </li></ul><ul><li>Can also, search a Twitter user to see how influential they are. </li></ul><ul><li>Business application </li></ul><ul><li>See how many people are seeing the information you’re tweeting about </li></ul><ul><li>Find out who the top Twitter users passing along your content are, these are your biggest advocates. </li></ul><ul><li>Are there people who are passing along similar content as yours who you have not engaged with yet? </li></ul><ul><li>Are your competitors links, hashtags and information traveling further than yours? </li></ul>
  30. 30. Social Analytics <ul><li>Twitter Grader </li></ul><ul><li>Calculates what kind of an impact a Twitter user has by assigning a grade </li></ul><ul><li>The grade is determined based on number of followers, power of followers, updates, update recency, follower/following ratio and engagement </li></ul><ul><li>It is then compared against all other Twitter users that also have a score. </li></ul><ul><li>So, a Twitter Grade of 80, means that 80% of other users got a lower score. </li></ul><ul><li>Lists “Twitter Elite” based on location </li></ul><ul><li>Business application </li></ul><ul><li>Are you making an impact on Twitter? </li></ul><ul><li>Are you reaching out to the Twitter Elite in your area? </li></ul>
  31. 31. Social Analytics <ul><li>YouTube </li></ul><ul><li>Determine what kind of an impact your videos are making based on views, ratings and comments. </li></ul><ul><li>Shows if and where your video has been shared </li></ul><ul><li>Lists what demographic your video is most popular with </li></ul><ul><li>Business application </li></ul><ul><li>Are people watching your videos? </li></ul><ul><li>Are your videos appealing to your target audience? </li></ul><ul><li>Where are people sharing the videos? </li></ul>
  32. 32. Social Analytics <ul><li>YouTube </li></ul><ul><li>Advanced YouTube analytics give information on demographics, location </li></ul><ul><li>Hot spots shows what part of the video people are paying the most attention </li></ul>
  33. 33. Social Analytics <ul><li>Flickr </li></ul><ul><li>With a basic account you can look at number of views, number of people who call the photo a favorite, amount of comments, sentiment of comments. </li></ul><ul><li>With a paid pro account you get more stats including graphs showing what your most viewed photo is, etc. </li></ul><ul><li>Business application </li></ul><ul><li>Are people seeing your photos? </li></ul><ul><li>Are they liking your photos? </li></ul>
  34. 34. Social Analytics <ul><li>Flickr </li></ul>
  35. 35. Link Analytics <ul><li>Yahoo Site Explorer </li></ul><ul><li>Tells you who is linking to a Web page, article, press release, etc. </li></ul><ul><li>Take out links from your site </li></ul><ul><li>Business application </li></ul><ul><li>Find audiences for a particular topic </li></ul><ul><li>What type of interest has there been for a press release or news story you have been mentioned in </li></ul>
  36. 36. Link Analytics <ul><li>Open Site Explorer </li></ul>Other link analytics: Delicious
  37. 37. Link Analytics <ul><li> </li></ul><ul><li>Shows how many people have clicked on your link. </li></ul><ul><li>Top number is number of people who have clicked on your link </li></ul><ul><li>Bottom number is all the clicks on the aggregate link </li></ul><ul><li>Shows timeframe, location, where the link is being shared </li></ul><ul><li>Business application </li></ul><ul><li>Know how many people are looking at your content </li></ul><ul><li>Make a unique link for your Facebook post, Tweet and E-mail newsletter and see which tactic gets the most clicks </li></ul>
  38. 38. E-mail Analytics <ul><li>Constant Contact </li></ul><ul><li>MailChimp </li></ul><ul><li>E-newsletter service that provides analytics on </li></ul><ul><li>Opens </li></ul><ul><li>Click through </li></ul><ul><li>Segmentation </li></ul><ul><li>A/B Testing </li></ul>
  39. 39. Thank you <ul><li>For a copy of this presentation go to: </li></ul><ul><li>http:// </li></ul><ul><li>For more information contact: </li></ul><ul><li>David Erickson </li></ul><ul><li>952-851-7242 </li></ul><ul><li>[email_address] </li></ul><ul><li>Natalie Wires </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>