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Web analytics strategy jessica krywosa and rick allen
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Web Analytics Strategy: Answering the Right Questions
Jessica Krywosa
Suffolk University
Rick Allen
Babson College
Stamats Integrated Marketing:
Technology Conference
October 22, 2010
#SIMTech @jesskry • @epublishmedia
Hi, I‟m Jessica.
#SIMTech @jesskry • @epublishmedia
Hi, I‟m Rick.
#SIMTech @jesskry • @epublishmedia
What we‟re talking about:
#SIMTech @jesskry • @epublishmedia
What we‟re talking about
Web analytics strategy
Trends & segmentation
Campaign tracking & analytics goals
Reporting
Next steps: making it work
#SIMTech @jesskry • @epublishmedia
How many „hits/visits‟
are we getting?
#SIMTech @jesskry • @epublishmedia
How many „hits/visits‟
are we getting?
#SIMTech @jesskry • @epublishmedia
Define the „right‟ questions.
#SIMTech @jesskry • @epublishmedia
Trends & Campaigns
Trends
How do users travel through our
site?
Where are our most active visitors
from?
Are we doing better or worse?
How do people find us?
#SIMTech @jesskry • @epublishmedia
Campaign Tracking
Which mediums work best?
Did users complete an action?
Is what we‟re doing working?
What content is performing or
underperforming?
Web Analytics Strategy
#SIMTech @jesskry • @epublishmedia
“Often numbers don't speak as
loudly as they should because you
are missing one simple ingredient:
context.”
Avinash Kaushik
Author, Web Analytics 2.0
#SIMTech @jesskry • @epublishmedia
Analytics strategy puts data in
context. Without context, data is
meaningless.
#SIMTech @jesskry • @epublishmedia
Web Analytics
Strategy
University objectives
What is the purpose of your website?
Website goals
What actions do you want people to
take on your website to meet your
university objectives?
Measurement
What relevant web metrics can be used
to measure the efficacy of your website
goals over time?
#SIMTech @jesskry • @epublishmedia
Measurement
Trends
Segmentation
Campaign tracking
Analytics goals
KPIs
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Trends & Segmentation
#SIMTech @jesskry • @epublishmedia
http://www.flickr.com/photos/eworm/177950064/
Analysis & Hypothesizing
Non-campaign
YOY/MOM patterns
User behavior
Who, what, where, how–but not why
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Who?
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What?
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Where?
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How?
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How? (cont.)
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Make connections for
deeper meaning.
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Campaign Tracking
& Analytics Goals
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http://www.flickr.com/photos/lawrence_evil/588771342/
Test your strategy.
Make it purposeful.
#SIMTech @jesskry • @epublishmedia
Finding Answers with
Campaign Tracking
#SIMTech @jesskry • @epublishmedia
[campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #1 Question Answer
Optimize editorial
calendar (publishing
frequency).
What are the best
times to publish
content?
Peak traffic by
campaign and
day/time.
#SIMTech @jesskry • @epublishmedia
[campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #2 Question Answer
Maximize use of
content delivery
channels.
Which content
delivery methods
are most effective?
Peak traffic by
campaign content
source (twitter,
facebook, newsletter).
#SIMTech @jesskry • @epublishmedia
[campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #3 Question Answer
Improve
content/messaging
efficacy.
What content is
most attractive to
our users?
Peak traffic by
campaign (news,
events, shared links)
and medium (social
media, email).
#SIMTech @jesskry • @epublishmedia
Finding Answers with
Analytics Goals:
#SIMTech @jesskry • @epublishmedia
[analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #1 Question Answer
Encourage visitors to
explore website.
What percentage of
users view at least 3
pages per visit?
Analytics goal:
depth of visit =
3 or more.
#SIMTech @jesskry • @epublishmedia
[analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #2 Question Answer
Engage visitors with
compelling content.
What percentage
of users remain
on-page more
than 1 minute?
Analytics goal:
time on page =
1 or more minutes.
#SIMTech @jesskry • @epublishmedia
[analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #3 Question Answer
Elicit user feedback. What percentage of
users comment
content?
Analytics goal:
page view =
user comment
(virtual) page.
#SIMTech @jesskry • @epublishmedia
Reporting
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http://www.flickr.com/photos/nataliejohnson/2195090407/
Audience
VP/Director
Knowledge base
Timeliness
Automate
Share advanced segments
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Frequency
Monthly trends
Quarterly – actionable
Daily/Weekly – campaign based
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Content
Site traffic
Organic referrals
Asset update
Campaign update (summer, yield)
Social media growth & interactions
Targeted email analytics (from ESP)
Other site goals (form submission)
#SIMTech @jesskry • @epublishmedia
Structure
Short and sweet
Bulleted
Minimal charts/graphs
Tie to goals
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Data is empty without action.
#SIMTech @jesskry • @epublishmedia
#SIMTech @jesskry • @epublishmedia
http://www.flickr.com/photos/efilpera/3920499357/
Next Steps:
Making It Work
Recommendations
Gain support for analytics through education
Understand what analytics can't tell you
Measure performance over time based on website goals
Start now and don't stop
#SIMTech @jesskry • @epublishmedia
Questions?
#SIMTech @jesskry • @epublishmedia
Thanks.
#SIMTech @jesskry • @epublishmedia
Jessica Krywosa
@jesskry
http://www.krywosa.com
http://www.doteduguru.com
Rick Allen
@epublishmedia
http://www.epublishmedia.com
#SIMTech @jesskry • @epublishmedia