data data everywhere - goldsmith
DESCRIPTION
A Web site gives a nonprofit access to data that makes old school direct marketers salivate. But many organizations find themselves getting bogged down in producing graphs every month, obsessing over drops in pageviews, throwing their hands up on the air, and deciding they don’t have enough resources to maintain this kind of analytics analysis. Stop obsessing about the small stuff, and start learning about creating a goal-oriented, actionable analytics plan that can help your Web site thrive.TRANSCRIPT
Data Data EverywhereHow not to drown in a sea of analytics
Jonathan Weber
Marissa Goldsmith
Dan Michel
Overcoming Challenges and Building a Data-Driven Culture
Jonathan Weber, Web AnalystLunaMetrics
www.lunametrics.com/blog
Before anything else…
Know your goals
#1: Create an internal advisory board
#2: Identify your executive champions
#3: Put it into their performance plan
#4: Have successes
#5: Tell everyone about your successes
#6: Put it on the agenda at staff meetings
#7: Have fun with it
#8: Tell them in words they understand
Lurkers 85% of visits
One-timers 10% of visits
Repeaters 4% of visits
Raving fans 1% of visits
#9: Create actionable insights
Thanks, Avinash: www.kaushik.net/avinash
#10: Identify your opponents
Bonus: Show your opponents that the competition is all over it
Marissa [email protected]
Beaconfire Consultinghttp://www.beaconfire.com
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What He Said!
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What not to say• I had 2,534 visitors to my Web site on
Monday, but only 2,510 on Tuesday. What’s wrong?
• Our site is successful because we had 10,000 visitors in January, and then 12,000 in February.
Instead…• Define Success in more abstract terms, and
use the analytics to support it.
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Pick Your Poison
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Pick Your Poison
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Supplement if you need to
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Supplement if you need to
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And use what you’ve got!
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And use what you’ve got!
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NO WRAPPER LEFT BEHIND!
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You want analytics to be everywhere!
• So take stock of your tools…• CMS• eCRM• Blog• Community Tools
• And the wrappers in each of them.
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Getting to know your tools
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Questions to ask…CMS
• Can I add Analytics code myself?• How many templates/wrappers will I
need to update when I add/change analytics?
• Can I add my own Javascript code to do special tracking?
• Does the CMS add other scripts automatically?
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Questions to ask…CRM
• What functions are automated? Will this interfere with my analytics?
• Can I integrate donations/online shopping with an eCommerce/store analytics module?
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To Script or not to Script…
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Do more than just paste and forget…
• Tracking PDFs• Tracking External Links• Other specialized tracking
• Tracking between CMS and CRM pages• Adding information for specialized reporting.
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To Script or not to Script
• How to do specialized scripting:• Write your own script.• Borrow someone else’s • Do a combination of both
• Bind to script libraries:• Jquery• Scriptaculous
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Have fun with filters!
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Special Analytics Features
• Getting Full Referrer• Combine Hostname + URI• Title + URI
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Do the Test!
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Test like you’ve tested before!
Test for analytics like you would any other functionality.
• Think of the transactions you’re tracking.• Use GAIgnoreMyHits to isolate your
particular visit. • Test each situation.• In some cases wait…and see if the results
are the same.
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Want to do more?
Dan Michel
Align Analytics with web site goals
• What are you trying to achieve?– Awareness– Donations– Advocacy– Other?
Feedingamerica.org
• Multiple platforms– FeedingAmerica.org site on Sitecore– Donations on Convio– Advocacy on DDC
Google Analytics
• Multiple profiles to show different goals– Donations– Food bank locator stats– Hunger Action Month microsite– Blog– Other campaigns
Dashboard
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