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)
Total recipients: 2772
Total opens: 1346 (48.6%) Unique opens: 802 (28.9%)
Total clickthroughs: 21 (0.8%) Unique clickthroughs: 18 (0.6%)
Total clickthroughs on registration link: 15 (0.5%) Unique registration link: 17 (0.6%)
Third E-blast: Monday, October 27, 2014 (1 week out)
Total recipients: 6587
Total opens: 2432 (36.9%) Unique opens: 1878 (28.5%)
Total clickthroughs: 21 (0.3%) Unique clickthroughs: 20 (0.3%)
Total clickthroughs on registration link: 9 (0.1%) Unique registration link: 9 (0.1%)
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ListManager Analytics – Birthday Bash First E-blast: Wednesday, October 8, 2014 (5.5 weeks out)
Total recipients: 6500
Total opens: 3217 (49.5%) Unique opens: 1793 (27.6%)
Total clickthroughs: 105 (1.6%) Unique clickthroughs: 76 (1.2%)
Total clickthroughs on registration link: 86 (1.3%) Unique registration link: 59 (0.9%)
Second E-blast: Monday, October 20, 2014 (3.5 weeks out)
Total recipients: 6603
Total opens: 3642 (55.2%) Unique opens: 2227 (33.7%)
Total clickthroughs: 141 (2.1%) Unique clickthroughs: 110 (1.7%)
Total clickthroughs on registration link: 120 (1.8%) Unique registration link: 98 (1.5%)
Third E-blast: Monday, November 10, 2014 (1 week out)
Total recipients: 6565
Total opens: 3287 (50.1%) Unique opens: 1977 (30.1%)
Total clickthroughs: 101 (1.5%) Unique clickthroughs: 79 (1.2%)
Total clickthroughs on registration link: 77 (1.2%) Unique registration link: 62 (0.9%)
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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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ListManager Heatmap –
Original newsletter
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ListManager Heatmap –
Original newsletter
Total recipients: 3575
Total opens: 1628 (45.5%)
Unique opens: 977 (27.3%)
Total clickthroughs: 325 (9.1%)
Unique clickthroughs: 102 (2.9%)
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ListManager Heatmap –
Updated newsletter
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ListManager Heatmap –
Updated newsletter
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ListManager Heatmap –
Updated newsletter
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ListManager Heatmap –
Updated newsletter
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ListManager Heatmap –
Updated newsletter
Total recipients: 3647
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 recipients: 6480
Total opens: 2790 (43.1%) Unique opens: 1843 (28.4%)
Total clickthroughs: 431 (6.7%) Unique clickthroughs: 377 (5.8%)
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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