Metrics & KPIs for public sector web analytics. What to do when there are no real conversions and no advertising?

1. Metrics & KPIs for public
sector web analytics
Mikko Piippo

2. @mikkopiippo
Mikko Piippo
Partner, senior consultant at Hopkins, Helsinki.
● Twitter @mikkopiippo
● LinkedIn https://www.linkedin.com/in/mikkopiippo/
● Blog https://www.mikkopiippo.com
● Email: mikko.piippo@hopkins.fi

3. @mikkopiippo
Digital Analytics for Public
Sector
What to do when we don’t have
● Top of the funnel - advertising
● Bottom of the funnel - conversions
Sometimes, we also don’t have
● Traffic & engagement
And too often
● We don’t have budget for advanced analytics
@mikkopiippo

4. @mikkopiippo
Consequence: Funnel models are
useless
Models based on AIDA
and customer journey
are almost useless as
frameworks for most
sites.
We need an alternative.

5. @mikkopiippo
Vision and
strategy
4 Perspectives of BSC
Financial
perspective
Customer
perspective
Growth &
learning
Internal
processes &
efficiency
What must we
excel at? Is the
website / service
efficient? What
processes can we
measure?
How would you
measure customer
perspective? What
is important to
our customers
and stakeholders?
Performance
measured in
monetary terms.
How can we
improve and
innovate? How to
measure growth
and learning? Are
there any metrics?

6. What metrics to use
for sites with no
conversion, no
advertising & no
clear goals (or too
many of them)?