Aytug Ozeli, Scope Web effectiveness workshop www.charitycomms.org.uk/events

1. Web Analytics
A mystery no more…

2. Agenda
Why should we bother with web analytics?
What should I be measuring?
What needs to go on my dashboard?
Thinking about your own dashboard
requirements

3. How well do we know our Facebook
fans?

4. Scope Facebook Users by Chocolate
1760
1600
1260
1100
1200
920
800
800
800
440
400
60
0
Galaxy is the clear winner here

5. Our fan base also prefers tennis
over football

6. And EastEnders over Corrie

7. Wouldn’t it be great if we
could see more than
text, images and links

8. Why should I care about web
analytics?

9. We should all be asking questions to
understand our contacts better

10. How many people visit our site?

11. How do visitors find our site?

12. 2,000+
pages
What do visitors do on the site?

13. Have we been successful?

14. What do we already know
about our contacts?

15. Taking IG donators as an example…

16. Q. What do we know about our
Individual Givers who donate to Scope?

17. We know most are female…

18. …fall into the yummy mummy
segment

19. And also give to children’s charities

20. We can build on this
knowledge

21. 75% new
mums
We can look at likely user journeys

22. The average number of people who saw posts on Facebook
in an hour
5,814 people
6k
5k
4k
3k
2k
1k
0
12am
3am
6am
9am
12pm
3pm
6pm
9pm
12pm
No it’s not a whale. Most people see
our Facebook posts at 9pm

23. Average
2005
2007
2009
2011
2013
Social care
Cerebral palsy
What are people searching for and
when!
http://www.google.co.uk/trends
http://adwords.google.co.uk

24. Systems. Lots of systems.

25. As with Sherlock there are tools for
making evidence-based decisions

26. There are quite a few systems…

27. The primary one is Google Analytics
but don’t forget the others…

28. Facebook Insights...

29. …Email marketing platforms

30. …Online ad management systems

31. …and social media tools

32. So…

33. What do I measure?!?!

34. Q. Which metrics come to mind when
you think of website statistics?

35. Marketing metrics
Visitors
Pageviews
Traffic sources e.g. Google search
or Facebook

36. Content metrics
Average time on page
Bounce rate
Pages per visit
Returning visitors

37. This information does not determine
whether we’ve done well or not!

38. ?
Place your focus on the most
important information…

39. Place your focus on the most
important information…Goals!

40. Actions we deem to be valuable

41. eConsultancy Blog Post, June 2011
http://econsultancy.com/uk/blog/76
57-92-1-marketings-dirty-littlestatistic-5
For every £92 spent acquiring
customers, £1 is spent converting them

42. Tip:
Focus on the end goal
first

43. Focus on goals and then delve into
content and marketing metrics

44. Looking at goals by traffic source to
see the performance of your channels

45. Step 1 - Login
Step 2 – Select
payment method
Step 3 –
Checkout
confirmation
We can identify leaky buckets for
Step 4 –Goal
conversions
External example funnel

46. Ensure goals are set up to measure
your campaign activity

47. www.scope.org.uk/about-us/work-us
www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source=disability
_now&utm_medium=banner
Use tagged URLs to track campaign
performance

48. www.scope.org.uk/about-us/work-us
www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source=disability
_now&utm_medium=banner
Use tagged URLs to track campaign
performance

49. But I can only track online activity
right?

50. But I can only track online activity
right? – Wrong!

51. www.scope.org.uk/apply
www.scope.org.uk/about-us/workus?utm_campaign=vacancy_ad&utm_source=
careers_fair&utm_medium=flyer
Use URL redirects and tagged URLs
to track offline performance

52. And finally…Dashboards

53. Dashboards – easily focusing your
attention on what’s important

54. Without the gobbledygook how are
we doing? Have we been successful?

55. Tip:
Do place your
bottom-line metrics
right at the top of
your dashboard

56. What do I need to tweak?

57. Tip:
Don’t include too many
metrics on your
dashboard(s)

58. Resist the temptation!

59. Is this good? Bad? Or indifferent?

60. Tip:
Do compare metrics
over different time
periods and against
benchmarks

61. Tips review:
1
1. Focus on the end goal first
2. Do place your bottom-line
metrics right at the top of your
dashboard
3. Don’t include too many
metrics on your dashboard(s)
4. Do compare metrics over
different time periods and
against benchmarks

62. Now it’s your turn…

63. Creating dashboards
Get in groups of 6
Pick 6 metrics you would like to have
for your team’s digital dashboard:
10mins to complete your dashboard.
2 teams to present for 3 mins.

64. Groups
Group
No.
1
2
3
Department
4
5
6
Corporate Partnerships
HR
Help and Information team
Fundraising Events
Individual Giving
Retail

65. __________________ Dashboard
Metric 1
Metric 4
Metric 2
Metric 5
Metric 3
Metric 6

66. Web analytics
Facebook
Visits
Pageviews
Average time on site
Pages per visit
% Returning visits
Traffic sources
Goals
Likes
Facebook fans
Facebook shares
Google PPC
PPC- Impressions
PPC - Clicks
PPC - Click-through
rate
PPC - Cost-per-click
PPC - Goals
Twitter
Followers
No of tweets
Retweets
Mentions
Email marketing
Email - Open rate
Email - Click-through rate
Email - Unsubscribe rate
Email - Complaint rate

67. Aytug Ozeli
Digital Marketing and Advertising Specialist
Email: aytug.ozeli@scope.org.uk
DDI: 020 7619 7153
aytugozeli
linkedin.com/aytugozeli
Thanks for listening. Any questions?