ASAE Tech: Data Data Everywhere

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<ul><li> 1. 2010 Technology Conference &amp; Expo Data Data Everywhere Session Date &amp; Time Marissa Goldsmith</li></ul> <p> 2. Part I: Rethinking Your Numbers 3. Step Away from the Numbers </p> <ul><li>Analytics has so much to offer, but sometimes it's too much. </li></ul> <ul><li><ul><li>FIRST, define success </li></ul></li></ul> <ul><li><ul><li>THEN, figure out the numbers that will support your success.</li></ul></li></ul> <ul><li>Youll find theres a lot of numbers you really dont need to look at too much.</li></ul> <p> 4. </p> <ul><li><ul><li>Our professional membership organization offers special online tools to our paying members.</li></ul></li></ul> <ul><li><ul><li>Our site is successful because we had 10,000 visitors in January, and then 12,000 in February. </li></ul></li></ul> <p>QUIZ: Whats Wrong? 5. </p> <ul><li><ul><li>We are a large association, and we are having a big conference next month. </li></ul></li></ul> <ul><li><ul><li>I had 2,534 visitors to my Web site on Monday, but only 2,510 on Tuesday. Whats wrong?</li></ul></li></ul> <p>QUIZ: Whats Wrong? 6. </p> <ul><li><ul><li>One of our benefits is offering our members online training videos to view.</li></ul></li></ul> <ul><li><ul><li>Yesterday, my video had 100 page views and a time on page of 10 seconds. Today, it only had 50, but a time on site of 15 minutes. So it's doing much better today.</li></ul></li></ul> <p>QUIZ: Whats Wrong? 7. The Right Answers </p> <ul><li><ul><li>We want to move a lot of our offline activities online. </li></ul></li></ul> <ul><li><ul><li>We're doing a good job because: </li></ul></li></ul> <ul><li><ul><li><ul><li>Online renewals were up 13% this quarter after we set up that automated renewal email. </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>85% of conference registrants registered online. </li></ul></li></ul></li></ul> <ul><li><ul><li>But </li></ul></li></ul> <ul><li><ul><li><ul><li>Were still having a hard time getting new members to sign up online. 75% of first-time membership happens offline.</li></ul></li></ul></li></ul> <p> 8. All your measurements should lead to one of two things Great Job! 9. All your measurements should lead to one of two things Boo-hoo. Online membership registrations are down.Lets Change Something. (and use your stats to figure out what) 10. Part II Presenting Those Numbers 11. Dashboard reports </p> <ul><li><ul><li>Why I (used to) hate dashboard reports. </li></ul></li></ul> <ul><li><ul><li>( http://www.nten.org/blog/2010/06/24/go-beyond-dashboard-report )</li></ul></li></ul> <p> 12. Challenges of the Dashboard </p> <ul><li>Dull to read Numbers, not stories.</li></ul> <ul><li>Tedious to create. </li></ul> <ul><li>Difficult to understand.</li></ul> <ul><li>Not everyone cares about everything. </li></ul> <p> 13. Different Strokes for Different Folks </p> <ul><li>Not everyone is going to want to see the same dashboard.</li></ul> <ul><li>Most people are not mesmerized by Excel Spreadsheets tell your story.</li></ul> <p> 14. These challenges lead to </p> <ul><li>NO ACTION </li></ul> <p> 15. Tips for a Less Tedious Dashboard </p> <ul><li>NEVER show your board a Google Analytics Dashboard!</li></ul> <ul><li><ul><li>Google analytics is easy to use, but its still for the expert.</li></ul></li></ul> <ul><li>Stick with some main metrics, but add some fun.</li></ul> <ul><li>Never leave anything unexplained.</li></ul> <ul><li>Never just say something is bad. If the numbers say its bad, come up with a solution. </li></ul> <ul><li>Add Fun Graphics. </li></ul> <ul><li>Remember its a just dashboard dont try to get every piece of data in there. Let your users know you can get them more if they want more.</li></ul> <p> 16. Part III Making sure you get the right numbers BEFORE you need to report on them. 17. All I need to do is copy and paste the code. Its easy right? 18. WRONG! You have to plan.Its easy, right? 19. Pick Your Poison 20. Supplement if you need to 21. And use what youve got! 22. And use what youve got! 23. NO WRAPPER LEFT BEHIND! 24. You want analytics to be everywhere! </p> <ul><li>So take stock of your tools </li></ul> <ul><li><ul><li>CMS </li></ul></li></ul> <ul><li><ul><li>eCRM </li></ul></li></ul> <ul><li><ul><li>Blog </li></ul></li></ul> <ul><li><ul><li>Community Tools </li></ul></li></ul> <ul><li><ul><li>Online Membership Tools </li></ul></li></ul> <ul><li>And the wrappers in each of them.</li></ul> <p> 25. Get to know your tools </p> <ul><li>Can I add Analytics code myself? </li></ul> <ul><li>How many templates/wrappers will I need to update when I add/change analytics? </li></ul> <ul><li>Can I add my own Javascript code to do special tracking? </li></ul> <ul><li>Does the CMS add other scripts automatically? </li></ul> <ul><li>What functions are automated? Will this interfere with my analytics? </li></ul> <ul><li>Can I integrate donations/online shopping with an eCommerce/store analytics module?</li></ul> <p> 26. To Script or not to Script 27. Do more than just paste </p> <ul><li><ul><li>Tracking PDFs </li></ul></li></ul> <ul><li><ul><li>Tracking External Links </li></ul></li></ul> <ul><li><ul><li>Other specialized tracking </li></ul></li></ul> <ul><li><ul><li><ul><li>Tracking between CMS and CRM pages </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Adding information for specialized reporting.</li></ul></li></ul></li></ul> <p> 28. To Script or not to Script </p> <ul><li>How to do specialized scripting: </li></ul> <ul><li><ul><li>Write your own script. </li></ul></li></ul> <ul><li><ul><li>Borrow someone elses</li></ul></li></ul> <ul><li><ul><li>Do a combination of both </li></ul></li></ul> <ul><li><ul><li><ul><li>Bind to script libraries: </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Jquery </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Scriptaculous </li></ul></li></ul></li></ul></li></ul> <p> 29. Have fun with filters! 30. Do the Test! 31. Test like youve tested before!</p> <ul><li>Test for analytics like you would any other functionality.</li></ul> <ul><li>Think of the transactions youre tracking. </li></ul> <ul><li>Use GAIgnoreMyHits to isolate your particular visit.</li></ul> <ul><li>Test each situation. </li></ul> <ul><li>In some cases waitand see if the results are the same.</li></ul> <p> 32. Resources: </p> <ul><li>Beaconfire Blog Analytics:http://www.beaconfire.com/blog/category/analytics/ </li></ul> <ul><li>NTEN Article on Dashboards:http://www.nten.org/blog/2010/06/24/go-beyond-dashboard-report </li></ul> <ul><li>Lunametrics Blog:http://www.lunametrics.com/blog/ </li></ul> <ul><li>Occams Razor:http://www.kaushik.net/ </li></ul> <ul><li>Measuring Success:http://www.advanced-web-metrics.com/blog/ </li></ul> <ul><li><ul><li>Also See Brian Cliftons external tracking script:http://www.advanced-web-metrics.com/blog/2008/06/08/updated-tracking-script-for-gajs/ </li></ul></li></ul> <ul><li>VKI Studios:http://blog.vkistudios.com/ </li></ul> <ul><li><ul><li>Analytics Firefox Plugin:http://www.vkistudios.com/tips-analytics-better-google-analytics </li></ul></li></ul> <ul><li>EpikOne Blog:http://cutroni.com/blog/ </li></ul>