1. Web Analytics:
Writing a report that people will read
Max Daniels - abcd/WWW - 07.13.2011

2. the problem

3. the (current) solution

4. recency + click = engagement
• red columns are GA advanced
segments
• black columns are standard GA
KPIs
• purple columns are computed
values

5. harvard.edu most engaged
traffic, May-June 2011: 7.8%

6. Title
photo by erix used under Creative Commons license

7. gazette “most engaged”
advanced segment

8. Gazette most engaged traffic,
May-June 2011: 6.5%

9. social influence
reach = + + +
+ + +
engagement = ____________________
+

10. summary
• big board numbers for a quick read
• measure both quality and quantity
• engagement requirements can be
stringent (and) or relaxed (or)
• bar for each metric can be low or high
• formulas can be simple or weighted
• formulas can – and will – be modified

11. thank you
questions?
max_daniels@harvard.edu