Data driven decision-making - Students' Unions 2013

Data-drivendecision-making

#sucomms

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Jo Walters@jowaltersMembership Engagement CoordinatorSussex Students’ Union

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WARNING!

This may get a bit geeky in

places

@jowalters #sucomms

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flickr.com/photos/x1brett/3892759647@jowalters #sucomms

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graphs...

digital...

comms...

I love;

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13,500 students43% voted

2 pheasants

@jowalters #sucomms

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Web, social media, research & engagement

@jowalters #sucomms

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Important caveats

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An art & a science@jowalters #sucomms

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Not everything that counts can be counted, and not everything that can be counted counts

@jowalters #sucomms

Theories based on data

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Indicators,not the goal

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We’re still learning

@jowalters #sucomms

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What’s the point?@jowalters #sucomms

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“We want to calculate return on investment”

@jowalters #sucomms


“It’s one of our KPIs”

@jowalters #sucomms


“I want/need to justify how I spend my time”

@jowalters #sucomms


“I like graphs”

@jowalters #sucomms

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Testing & learning...@jowalters #sucomms

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...helps us make better things@jowalters #sucomms

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What are people looking at?

What are people searching for?

How are people navigating your site?

How do people get to your site?

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Looking at content

@jowalters #sucomms

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We looked at real life actual online right now examples

Digital review

Digital review

Usage across the yearPageviews, bounce rate etcMost viewed contentNavigation pathSource, e.g. referralsSearch termsFacebook like sourcesReach/engaged users/talking about this on Facebook

Digital review

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http://www.sussexstudent.com/

?utm_source=facebook

&utm_medium=socialmedia

&utm_campaign=ussu

An example...

A tagged link




&utm_campaign=ussu

This is the url we’re tracking




&utm_campaign=ussu

Referrer, e.g. google, citysearch, newsletter4

You choose this value –

it’ll show up in Google

Analytics




&utm_campaign=ussu

Marketing medium, e.g. cpc, banner, email



Analytics




&utm_campaign=ussu

e.g. product, promo code, slogan



Analytics

flickr.com/photos/tarynmarie/218965633@jowalters #sucomms

Back to the interwebs for an example

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Comparing sources

Do different sources send different traffic?

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flickr.com/photos/daniloramosweb/3854330282@jowalters #sucomms

Facebook creates more visits

flickr.com/photos/jdlasica/7985185163@jowalters #sucomms

Does my work have any effect?

flickr.com/photos/mharrsch/402047051@jowalters #sucomms

Tagged links, i.e. official FB/Twitter accounts

Others, e.g. other Union accounts, students

Analytics IQ lessons nerd

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How can we get more people to engage with our emails?

@jowalters #sucomms

Have you voted yet? Only 6 hours left to

vote yes or no in the referenda

Only 6 hours left to vote yes or no in the

referenda

Subject line split test 1

Each sent to ~5800 subscribers

Have you voted yet? Only 6 hours left to

vote yes or no in the referenda

• 0.9% clicked

• 11.9% opened

Only 6 hours left to vote yes or no in the

referenda

• 1.2% clicked

• 13% opened



flickr.com/photos/rickharris/430890004@jowalters #sucomms



Don't miss your chance to have your

say at Sussex, {name}

Take two minutes to choose who will represent you at Sussex, {name}

Don't miss your chance to have your

say at Sussex, {name}

• 1.5% clicked

• 17.7% opened

Take two minutes to choose who will represent you at Sussex, {name}

• 2.4% clicked

• 17.7% opened

At one point, we were getting

by changing a few wordsTWICE AS MANY VOTES

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Use this information

to improve your communications

@jowalters #sucomms


Improve the language you use. Drop the jargon & talk like a student

@jowalters #sucomms


Think like a student. What are

they looking for, not what do you

want to tell them?@jowalters #sucomms


Theorise.Do.

Test.Review.Repeat.

@jowalters #sucomms

flickr.com/photos/mrjoro/89187454/@jowalters #sucomms

Digital survey coming soon...

flickr.com/photos/joegratz/208778322@jowalters #sucomms

flickr.com/photos/ niklaswikstrom/5214708665@jowalters #sucomms

sussexstudent.com/sharing

sucomms.wordpress.com

joannawalters.co.uk

#sucomms

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Comms by the Coast

26th July

FREE informal conference

commsbythecoast.eventbrite.co.uk

Questions?

flickr.com/photos/kalavinka/4617897952@jowalters #sucomms

Data driven decision-making - Students' Unions 2013

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