Google Analytics Roundtable Shub 2-5-15

Google Analytics

Roundtable

Thursday, February 5, 2015

12:00 – 1:30 PM

Deborah Shub, Senior Program Associate

Young Family Engagement

jBaby Chicago: helps expectant parents and families of newborns and tots (0-24 months) make connections, build friendships, and engage in Jewish life in Chicago.

Facebook page, bi-monthly jBaby Chicago’s Top 5, microsite

PJ Library Chicago: provides free, high-quality, and age-appropriate Jewish books & music to families with children between 6mo.-8yrs. in Chicago metro area.

Facebook page, monthly e-newsletter (previously The Shofar, now JUF Young Families), pages within microsite

JUF Right Start: provides a financial voucher of up to $2,000 for the first child in a family to attend a qualifying Jewish early childhood program.

Facebook page, pages within microsite

JUF Young Family Events: bringing families together to celebrate Jewish life and create Jewish family experiences through meaningful tikkun olam opportunities & holiday celebrations.

Pinterest, Instagram, and YouTube accounts, pages within microsite

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Case Study 1: PJ Library Events

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Comparing PJ Feeds: Helping the Hungry &

PJ Library Birthday Bash

Similarities

In November, a month without Jewish holidays

Sunday afternoon

JUF marketing plan was similar

Differences

City vs. Suburbs (Northwest)

Social vs. volunteer event

Age geared for: 2-5 years vs. 4-8 years

Timing was slightly different (4-5:30 pm vs. 3-5pm)

No outside partners vs. outside partners & other JUF department

collaborations

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ListManager Analytics – PJ Feeds First E-blast: Thursday, October 2, 2014 (4.5 weeks out)

Total recipients: 6515

Total opens: 3037 (46.6%) Unique opens: 1878 (28.8%)

Total clickthroughs: 47 (0.7%) Unique clickthroughs: 41 (0.6%)

Total clickthroughs on registration link: 24 (0.4%) Unique registration link: 27 (0.4%)

Second E-blast: Tuesday, October 14, 2014 (2.5 weeks out)





Third E-blast: Monday, October 27, 2014 (1 week out)





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ListManager Analytics – Birthday Bash First E-blast: Wednesday, October 8, 2014 (5.5 weeks out)





Second E-blast: Monday, October 20, 2014 (3.5 weeks out)





Third E-blast: Monday, November 10, 2014 (1 week out)





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Event Registration Export – PJ Feeds

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PJ Feeds: Helping the Hungry

Online Registrations

Registrations

1st Email

Blast

2nd Email

Blast

3rd Email

Blast

39 PJL blast, 1 Facebook, 5 Friend, 1 JUF News, 1 online event posting, 2 other 7

Event Registration Export – Birthday Bash

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PJ Library Chicago Turns 5: The Birthday Bash Online

Registrations

Registrations

1st Email

Blast

2nd Email

Blast

3rd Email

Blast

70 PJL Blast, 4 Facebook, 9 Friend, 2 JUF News, 1 online post, 1 JUF Newsletter, 1 YF newsletter, 12 direct 8

Marketing/Social Media Analytics –

PJ Feeds

Other Event Marketing

Program partners: The ARK, TOV, RJD

Secular event listings (including RedTri, ChicagoKids, etc.)

PJ Library implementing partners (synagogues, preschools, day schools, etc.)

Facebook Posts (6):

9/29 – 29 viewed the flyer, 3 clicked on the registration link, 6 to partner

links

10/8 – 9 viewed the flyer, 9 clicked on partner links

10/13 – 0 clicked the registration link, 21 checked out storyteller website

10/28 – event sold out!

Photos:

11/2 – 33 likes, 3 comments, 3 shares, 35 photo views, 369 clicks, organic engagement 2,509

11/4 – 86 likes, 8 comments, 1 share, 2,191 photo views, 245 clicks, organic engagement

1,849

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Marketing/Social Media Analytics –

Birthday Bash

Other Event Marketing JUF Press Release – JUF News and Jewish publications

Secular Event Listings (including RedTri, ChicagoKids, etc.)

PJ Library implementing partners (synagogues, preschools, day schools)

Facebook Posts (19) 10/7 – 1 registration, 8 Joanie Leeds

10/12 – 8 photo views, 2 registration, 6 Café Brauer

10/15 – 12 photo views, 11 registration

10/20 – 13 registration, 14 Joanie Leeds

10/23 – 8 photo views, 2 registration,

10/28 – 3 registration, 3 Joanie Leeds video

11/7 – 9 photo views, 6 registration

11/10 – 18 registration

Three on 11/11 (including that the event was sold out!)

Countdown from 11/13 – 11/16

Photos posted on 11/16, 11/17, 11/18

Social media campaign on 11/24

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Google Analytics September 29, 2014 – November 11, 2014

Web session spikes on e-blast dates or day after (peaking at 112)

9/30 – Shofar Newsletter; 11/6 – PJL Refer a friend

New visitors: 52%

Returning visitors: 48%

PJ Feeds (registration closed at 49 families):

124 sessions on web registration; 84 new users

Birthday Bash (registration closed at 91 families):

355 sessions on web registration; 203 new users

9/30 – 68 10/2 – 39 10/8 – 64 10/15 – 49 10/20 – 88 10/28 – 63 11/6 – 78 11/10 – 112

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Google Analytics

Organic Search (489): Not provided (439), Right Start & PJL Chicago (5), JUF (3), jBaby,

Right Start & Russian Hillel (2), Bikkur Cholim & Government grants & Hands on Heroes (1)

Referral (175): PJL National (42), JCC Chicago (39), Akiba-Schechter (9), ChicagoKids (7),

JRC (6), Hillel Torah (5), Moadon Kol Chadash & OyChicago (4), Email (11)

Social (163): Facebook (146), Meetup & Twitter (6), Pinterest (3), LinkedIn (2)

Email (8): PJ on the Town (5), Community Calendar (1), PJ Feeds (1), PJL Chicago (1)

September 29, 2014 – November 11, 2014

Direct (796): Birthday Bash

Registration (316), PJ Feeds

Registration (125), PJ Library (102),

Right Start (76), Community

Calendar (48), Homepage (67), PJ

on the Town (19), Hands on

Heroes (13), Refer a friend (11)

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In-Page Google Analytics September 29, 2014 –

November 11, 2014

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Theories, Insights & Conclusions

Marketing an Event

E-blasts

Social Media

Timing

Partnerships

Family Demographics

Location

Age of Children

Type of event

Social/holiday program vs. volunteer

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Case Study 2: Young Families Newsletter

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ListManager Heatmap –

Original newsletter

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Original newsletter

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Original newsletter


Total opens: 1628 (45.5%)

Unique opens: 977 (27.3%)

Total clickthroughs: 325 (9.1%)

Unique clickthroughs: 102 (2.9%)

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Updated newsletter

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Updated newsletter

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Updated newsletter

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Updated newsletter

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Updated newsletter


Total opens: 1654 (45.4%)

Unique opens: 1071 (29.4%)

Total clickthroughs: 198 (5.4%)

Unique clickthroughs: 142 (3.9%)

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Factors & Benefits of the Update

Mobile users

Format used by popular kids sites shows we’re modern, competitive, and “in the know”

Change of focus

Image instead of text based

Live pictures show families what they might experience

Simple & succinct

Easier to skim so families will read through the entire email to find what they want

Clear action items

Giving readers what they want: holiday tips, community calendar

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Case Study 3: Tot Shabbat Resource

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ListManager/Google Analytics

Dedicated email: Monday, January 12, 2015




Total clickthroughs on event link: 410 (6.3%) Unique clickthroughs on event link: 360 (5.6%)

Two week period before/after email: average of 46 web sessions

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January 5, 2015 – January 19, 2015

Google Analytics

368 web sessions

Direct: 269 sessions (73.1%) 195 new users 2.16 pages/session

Organic Search: 73 sessions (19.8%) 13 new users 3.10 pages/session

Referral: 13 sessions (3.5%) 4 new users 2.46 pages/session

Social: 13 sessions (3.5%) 3 new users 2.92 pages/session

Facebook post: January 23 – 13 clicks to webpage

Sources: Google & Bing search, Facebook, PJ Library national, RedTricycle,

JCC Chicago, and email links

Behavior on website: 356 drop-offs; 12 sessions continued

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In-Page Google Analytics

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January 12, 2015

Google Analytics

Before

Sunday, January 11, 2015: 14 web sessions

December 2014

Lowest amount of sessions: 7

Highest amount of sessions: 121 (Refer a friend to PJ Library e-blast)

After

Tuesday, January 13, 2015: 130 web sessions

January 2015

Lowest amount of sessions: 11

Highest amount of sessions: 368 (Tot Shabbat e-blast)

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Insights & Questions

Marketing – enormous benefits of stand-a-lone e-blasts

Synagogue Outreach – mutual benefit

How can we get families to stick around and learn more

about our other services and offerings?

Goals & transactions

Tracking analytics for individual webpages

Sidebar tracking

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Google Analytics Roundtable Shub 2-5-15

Documents

Transcript of Google Analytics Roundtable Shub 2-5-15