Measure What Matters to Optimize Content and Drive Goals
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This presentation dives into Google Analytics and will help the user figure out how to measure what matters.
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Measure What Matters to Optimize Content and Drive Goals
- 1. Content Jam Measure What Matters Tim Frick June 14, 2012
- 2. Things we’ll cover today...
- 7. Measure What Matters Figure out the specific data that’s important to you.
- 8. “Identifying goals is probably the single most important step of building a website—it enables you to define success.” Brian Clifton Advanced Web Metrics with Google Analytics
- 9. Key Performance Indicator (KPI) A measurement of performance used to measure progress toward strategic goals.
- 10. Key Performance Indicator (KPI) Choosing the right KPI is dependent on knowing what is important to the organization.
- 11. Typical KPI’s •Total brand mentions. •Net new followers, fans, subscribers. •Net number of transactions, downloads, sign-ups, etc.
- 12. What to ask? • Is what we are doing having an effect? • If so, how much? • How is it affecting customer behavior? • What can we do to improve?
- 13. “Once you understand that A leads to B, which leads to C, you can start testing different methods, types of content, campaigns, and so on.” - Olivier Blanchard Social Media ROI
- 14. Benchmarks Metrics data is often worthless unless you have something to compare it to.
- 15. What to Measure? Just because you can, should you?
- 16. Maintain a list of everything you can measure.
- 17. WHAT CAN I MEASURE? • Number of files downloaded.
- 18. WHAT CAN I MEASURE? • Number of files downloaded. • Net unique visitors to website.
- 19. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website • Number of click-throughs to site from specific social network
- 20. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website • Number of click-throughs to site from specific social network • Registrations, sign-ups, etc.
- 21. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website • Number of click-throughs to site from specific social network • Registrations, sign-ups, etc. • Average amount per transaction
- 22. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website • Number of click-throughs to site from specific social network • Registrations, sign-ups, etc. • Average amount per transaction • Number of new followers
- 23. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website • Number of click-throughs to site from specific social network • Registrations, sign-ups, etc. • Average amount per transaction • Number of new followers • Retweets, mentions, etc.
- 24. Maintain a list of everything you should measure.
- 25. What you What What you can really should measure matters measure
- 29. “Think of goal conversions as specific, measurable actions you want your visitors to complete before they leave your website.” Brian Clifton Advanced Web Metrics with Google Analytics
- 30. GOALS Help define business objectives:
- 31. GOALS Three types in Google Analytics: • Time on site
- 32. GOALS Three types in Google Analytics: • Time on site • Pages/visit
- 33. GOALS Three types in Google Analytics: • Time on site • Pages/visit • URL Destination
- 34. FUNNELS Do users meet those objectives?
- 35. GOAL FLOW VISUALIZATION View reverse paths
- 36. FUNNELS But what if my content sits in two different places? • Content management system • 3rd party ticketing, registration or donation system
- 38. HOSTED THIRD-PARTY SOFTWARE How to track it? • Modify GATC on both sites. ‣ Exit page of your site. ‣ Entry page of third-party software • Generate report.
- 39. HOSTED THIRD-PARTY SOFTWARE How to track it? If 3rd party system doesn’t allow tracking: • Track clicks on ‘donate’ buttons et. al. • Track page callbacks from 3rd party system.
- 41. MOBILE DEVICE DATA Do you need a mobile-specific site?
- 42. GA ANNOTATIONS Provide context for traffic patterns.
- 43. EMAIL CAMPAIGNS Integrated With Google Analytics
- 44. EMAIL CAMPAIGNS Use Google URL Builder
- 46. SOCIAL ENGAGEMENT Social Actions Report
- 47. SOCIAL ENGAGEMENT Social Pages Report
- 51. Part Three Iterate
- 53. MEASUREMENT It’s an iterative thing Measure: Qualify data as relevant.
- 54. MEASUREMENT It’s an iterative thing Measure: Qualify data as relevant. Analyze: Interpret and draw insights.
- 55. MEASUREMENT It’s an iterative thing Measure: Qualify data as relevant Analyze: Interpret and draw insights Report: Provide actionable items
- 56. QUESTIONS TO ANSWER • How many visitors, leads, customers?
- 57. QUESTIONS TO ANSWER • How many visitors, leads, customers? • Which social networks are driving traffic?
- 58. QUESTIONS TO ANSWER • How many visitors, leads, customers? • Which social networks are driving traffic? • What’s driving them to you?
- 59. QUESTIONS TO ANSWER • How many visitors, leads, customers? • Which social networks are driving traffic? • What’s driving them to you? • Are they becoming customers?
- 60. QUESTIONS TO ANSWER • How many visitors, leads, customers? • Which social networks are driving traffic? • What’s driving them to you? • Are they becoming customers? • Why or why not?
- 61. QUESTIONS TO ANSWER • How many visitors, leads, customers? • Which social networks are driving traffic? • What’s driving them to you? • Are they becoming customers? • Why or why not? • How can you give them a more engaging and rewarding experience?
- 63. ACTION ITEMS Strategy 1. Identify overall online business and marketing goals.
- 64. ACTION ITEMS Strategy 2. Identify content-related objectives that support those goals.
- 65. ACTION ITEMS Strategy 3. Identify the specific key performance indicators (KPIs) that denote your success.
- 66. ACTION ITEMS Strategy 4. Figure out how optimized content will help you reach these goals.
- 67. ACTION ITEMS Implementation 1. Use measurement tools to track KPI’s and measure against benchmarks.
- 68. ACTION ITEMS Iteration 1. Use measurement reports to further optimize new and existing content over time (lather, rinse, repeat).
- 69. Thank you tim@mightybytes.com mightybytes.com facebook.com/mightybytes twitter: @mightybytes
Notas do Editor
- Why would you use Google Analytics?\nWhy am I sharing this? Why is it relevant?\n
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- How to think about the information you gather.\n\nWhy? What’s the benefit?\n
- Using Google Analytics to track the information that works for your business.\n\nWhy? What’s the benefit?\n
- Analytics strategies over time. Maintaining KPIs.\n\nWhy? What’s the benefit?\n
- Part Three: Iteration\n\nHow many folks have measured for more than x years.\n
- What is important to your organization?\n\n
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- Define your KPI\n
- KPIs: define them based on goals/objectives.\n
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- Track data at regular intervals and measure specific improvement details.\n
- You can measure many many MANY metrics but which ones are most important to you?\n
- Start by maintaining a list of everything you can measure.\n
- Audio\nVideo\nPDF/eBook: case studies, white papers, etc.\n
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- Ticket sales\ndonations\nProducts sold\netc.\n
- Ticket sales\ndonations\nProducts sold\netc.\n
- Ticket sales\ndonations\nProducts sold\netc.\n
- Ticket sales\ndonations\nProducts sold\netc.\n
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- You may not be able to actually measure the things you should, so prioritize.\n
- Specific tools and techniques for measurement.\n
- LOTS and LOTS of measurement tools out there.\n
- Today we’re going to focus on Google Analytics and Sprout Social (local company)\nHow many use GA? \nHow many use SS?\nHow often?\nGoogle Analytics: Probably the most popular solution for tracking web traffic.\n\n- Price is right (free)\n- Easy to configure on your site\n- Easy to interpret data\n\nTrack hundreds of data dimensions and data touch points across your site.\n\nNOTE: Per visitor tracking is against Google Policy.\n
- We talked a lot about goals in the strategy section\nNow let’s apply those goals to define measurable actions.\n
- Goal \nRepresents an action or engagement with your website that is important to the success of your business. \n\nTo track: Assign a goal, set a value, and track over time.\n
- Time on Site – when a visitor spends more or less time on the site than the threshold you have specified. \n\nBe careful with this measurement, can be difficult to determine the right amount of time that qualifies as a quality visit.\n
- \nPages/Visits - When a visitor views more pages or fewer pages than the threshold you have specified.\n
- URL Destination - When a visitor views the page you have specified as the destination.\n
- Use funnel paths to define whether or not goals were met.\nTrack drop-offs.\n
- Goal Flow Visualization\nSee immediate results from historical data when setting up a goal.\nView reverse paths to identify where users went after completing a goal.\n\n\n
- Sometimes setting up funnels isn’t so easy if you use different systems.\n
- Climate Ride uses DonorDrive, a 3rd party application\n
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- Use code on buttons that lead to payment gateway.\nTrack specific transactions per button.\nTrack Page Callbacks from 3rd party site after transaction.\n
- Climate Ride gets nearly 75% donation success rate.\n
- Google Analytics: Mobile Devices.\n\nSorted by operating system\nCan drill down to screen size, resolution, etc.\nWill even tell you if the devices are Flash-enabled.\n
- Annotations\n\nAdd notes on specific events in GA.\nSelect any data point, choose ‘Create new annotation...’, add notes.\n\nFor MB, we note dates of specific site content as related to spikes in visitor traffic.\n
- A few of the email service providers are integrated with Google Analytics. If you use any of these ESPs there is no manual entry, the campaign tags are automatically created by GA. \n
- URL Builder is primarily for tracking internet campaigns that are outside of the pay-per-click or Adwords realm. \n\nYou can use this to build a URL for each campaign medium to which you distribute your web content links (Facebook, Twitter, LinkedIn, etc.) and see how your links perform across various sites. \n\nYou can also use URL builder to track the performance of URLs in your email and newsletter campaigns \n
- Engagement: You see two metrics: \n1) Not Socially Engaged \n2) Socially Engaged. \n\nThis shows you how effectively each page is in motivating users to Like or Tweet your content:\n\nThe Social Engagement report lets you see how site behavior changes for visits that include clicks on +1 buttons or other social actions. This allows you to determine, for example, whether people who +1 your pages during a visit are likely to spend more time on your site than people who don’t.\n
- The Social Actions report \nAnalyze the number of social actions (+1 clicks, Tweets, etc) taken on your site, all in one place.\n\nAction: Shows you the specific actions taken (Like, Unlike, Send), how many of each and percent of total actions\n
- Social Pages report \nWhich pages drive the highest the number of social actions?\n
- Sprout Social\nOne of many tools on the market. \n
- Sprout Social Twitter Report\nOffers metrics on Twitter usage\n
- Sprout Social Facebook Report\nOffers metrics on FB usage\n\nShow PDF of report.\n
- Part Three: Iteration\n\nHow many folks have measured for more than x years?\n
- Iteration is all about changing it up over time. Lather. Rinse. Repeat.\n
- Measure: \n\nStart with objectives and work your way back into metrics that support the objectives.\n
- Analyze: \n\nCreate a comprehensive narrative of your measurement tactics over time.\n
- Report: \n\nProvide relevant, actionable insights in the right context that will help improve results.\n
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- Create business objectives, build strategies to achieve those objectives.\n
- What can content help you do?\n
- Increase in conversions\nIncrease in leads\nNumber of email signups\nNumber of files downloaded\n
- What tools will you use?\n\n
- This takes time!\n
- This takes time!\n
- Mightybytes\n\nThank you!\nFor more information check us out at www.mightybytes.com\n