analytics: measure, analyze, act!
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ANALYTICS: MEASURE, ANALYZE, ACT!Indiana University CommunicationsThom Atkinson • Chris Brown • Bob Molnar • Jenifer Wesner
AGENDA
I. Marketing Campaigns – Measuring Your ROI
II. Measuring Across Diverse Media
III. On the Horizon:Up & Coming Analytics Solutions
IV. Conclusion
“If you're not measuring, you're not marketing.”- Tweet from Michael Regoli (@michaelregoli), of IU Bloomington,
at the 2011 Communications & Marketing Conference
MEASURING YOUR ROI
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Measure
AnalyzeAct
The Analytics Process
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IIntroduction – What are analytics?
Analytics are the measurement, collection, analysis and reporting of audience data.
• Track Performance• Understand Audience• Enhance Content• Improve Usability• Optimize Experience
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IWhy use analytics tools?
Low Barrier
• Inexpensive…even FREE• Non-Disruptive• Robust Data Collection • Complex Analysis and Reporting• Tracking Methods for Most Mediums &
Platforms
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IWhy use analytics tools?
Potential Opportunities
• Discover New Audience Segments• Identify Relative Topics• Target Most Effective Sources and
Channels• Personalize Messaging• Improve Pathways
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IWhy use analytics tools?
Higher Yield
• Increase Reach and Engagement• Maximize Efforts and Resources• Capitalize on Emerging Trends• High-Quality Responses
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ILimitations of analytics
Sampling Errors• Anonymous Users• Technology Blind Spots
Specificity• Behavioral Measurement • Limited Demographics for Public Audiences
Passivity• Informs vs. Affects
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Metrics• Single Snapshot• Current Measurement of a Specific Value• Possibility of Outliers
Trends• Measurement over a Period of Time• Reliability (Lower Margin of Error)• Reactive vs. Responsive
Metrics vs. Trends
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Campaign Variances• Typically Multi-Vehicle• Message Diversity• Defined Call-to-Action(s)• Multiple Touches
Analytics• Media-Specific Tools• Comprehensive Platform
Campaign Performance and ROI
MEASURING ACROSS DIVERSE MEDIA
MEASURING ACROSS DIVERSE MEDIA: SOCIAL MEDIA
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Social Media Metrics - Facebook
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Social Media Metrics - Facebook
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Social Media Metrics - Facebook
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Social Media Metrics - Facebook
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Social Media Metrics - Facebook
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Social Media Metrics - Facebook
MEASU
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Social Media Metrics - Facebook
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Social Media Metrics - Facebook
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Social Media Metrics - Facebook
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Social Media Metrics - Twitter
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Social Media Metrics – HootSuite (Third Party Application)
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Social Media Metrics – HootSuite (Third Party Application)
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Social Media Metrics – HootSuite (Third Party Application)
MEASURING ACROSS DIVERSE MEDIA: EMAIL MARKETING
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Email Marketing - WhatCounts
• IU-hosted server• Easy to use web interface• Cost between $300 for 100,000 e-mails to
$3,000 for unlimited e-mails and subrealms
• Click through Analytics, and tie in with web site analytics
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Email Marketing - Deliverability
While world wide deliverability continues to decline ( currently 76.5% average ) we are able to maintain > 99.7% deliverability.
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Email Marketing - Analytics
• Bounce Rates• Soft Bounce—an email address is temporarily
unable to receive messages (e.g., mailbox is full).
• Hard Bound—an email address is permanently unable to receive messages (e.g., revoked email accounts).
• Delivery Rate—When a sending server receives an acknowledgement from a receiving server, a message is marked as ‘delivered’ (true even if the message bounces).
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Email Marketing - Analytics
• Unsubscribe Rates—When a reader chooses to no longer receive the specific stream of communication.
• Global Opt-Out—When a reader no longer wishes to receive any further communication from the sender (all communication).
• Complaints—A reader has marked your message as spam.
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Email Marketing - Analytics
• Click-through Rates• Total Click-through Rate—Total number of
link clicks an email receives as a percentage of subscribers. Good measure of how popular the messages content is.
• Unique Click-through Rate—Total number of unique link clicks an email receives as a percentage of subscribers. Tied to individual users (not devices).
• Click to Open Rate—total links clicks as a percentage of opens.
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Email Marketing – Best Practices
• Keep “Calls to Action” at the top 300 pixels:https://www.indiana.edu/~iuwebdev/projects/e-vites-templates/other/iuk/index.html
• Have an equal mix of image and text: https://www.indiana.edu/~iuwebdev/projects/e-vites-templates/customizable/football-opener/index.html
• For Deliverability, add a physical address: http://www.iu.edu/~iuwebdev/projects/ceremonies/html-emails/john-ryan-memorial-evite/production/index.shtml
• Try to remember all while creating your perfect email:http://www.iu.edu/~iuwebdev/projects/113-days-of-art/2012-07-11/production/
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Email Marketing – Best Practices
• Design in a grid• Use the old HTML 4 & inline styles• Keep “Call to Actions” in the top 300 pixels • Include a properly formatted physical
address• Throttle large distributions• Limit width to 600 pixels• Test in major e-mail clients• More IU Communications best practices at:
go.iu.edu/5Kh
MEASURING ACROSS DIVERSE MEDIA: WEB & CAMPAIGNS
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How Google Analytics Works, Part 1
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How Google Analytics Works, Part 2
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Google Analytics Blind Spots
Disabled Javascript
BlockedCookies
Removed Cookies
Private Browsing
Multiple Devices
or Browsers
VPNConnections
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Google Analytics Profiles
Google Analytics excels at segmentation reporting. You can configure multiple account profiles to measure segments. TIP: Always define an unfiltered profile!
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Google Analytics Filters
• Help define segments
• Can apply to multiple profiles
• Cannot process legacy data
• Types:• Pre-defined• Custom
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A goal is a website page that serves as conversion for your site – i.e. completion of call to action.• Form confirmation• Downloads• Purchase• Time on site• Negative goals (e.g.,
less than X minutes in a site visit)
A funnel represents the path that you expect visitors to take on their way to converting to the goal.• Conversion rate• Visitor goal
abandonment• Bottlenecks
Goals and Funnels
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Goal Funnel
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Goal Visualization
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How can I better understand my audience?
Two Chief Questions Google Analytics Can Answer
How can I better understand my site content?
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It’s all about …
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Source
• Source is the origin of a website visit• Types of sources:
• Direct – typing a URL, or from a bookmark, or from a browser’s history, etc.
• Referral – from an external (non-search engine) site
• Campaigns – links associated with periodic or ongoing marketing campaigns
• Organic – from a search engine
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Organic Sources
• Largest segment and single-most important type of source
• Google is the biggest player• You can improve SEO by researching the
organic segment• Segment further by looking at non-
branded keywords
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Visits/Session
• Visit/Session is the period of time a user interacts with your website
• Begins when a user interacts with a page on your site
• Ends one of two ways:• User goes to another site and does not
return within 30 minutes• User is inactive on a site for at least 30
minutes
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Time on Page and Time on Site
What happened to the Time on Page for page 3? Since Google Analytics cannot detect the start stamp for page 4, an external page, it cannot calculate page 3’s Time on Page!
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Direct Visits
• Direct visits occur in a number of ways:• Typing the URL• Clicking a link in an email• Bookmarks or browser history
• Could be a good indicator of visitor loyalty (not by itself, but when measured with other stats like return visitors)
• Good resource on direct visits:“Analytics Direct Traffic is NOT What You Think It Is” (http://bit.ly/direct-visits)
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Exits
• An exit happens when …• … someone clicks on an external link and does
not return to your site within 30 minutes.• … someone leaves your site for another and
does not return within 30 minutes• … someone records at least 30 minutes of
inactivity on your site• Exit rate is a page-specific metric that shows
the % of overall visits that exit from a particular page. Good for examining the health of content.
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Pageview
• Pageviews measure each time a user visits a page within a site
• Do not confuse with “hits”• Good measurement for traditional
webpages with static content
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Percentage of New Visitors
• Percentage of new visitors represents visits from users whose browsers do not have a stored GA cookie.• Actual new visitors• Users who cleared their cookies• Users who visited in a private session
previously• Users who are visiting again using a new device
or browser• Always study in the context of segmentation
and with other metrics (e.g., Direct Traffic vs. Organic Traffic)
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Bounce Rate
• Bounce rate is one of the most important metrics in analytics
• Measures the rate of one-page visits• Good indicator that you need further study• High bounce rates can indicate …
• … stale content• … problems with navigation• … high number of external links
• Always make decisions only after further study!
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Campaigns
• Campaigns are a way to segment audiences by a particular group of communication media (what types of media are driving traffic?)• Newspaper ads• Targeted emails• Postcards• Billboard
• Uses custom URLs via Link Tagging
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• Campaign Name: Summer Arts Fest 2012
• Campaign Medium: Newspaper Ads
• Campaign Source:Nuvo Indy
• GA Campaign URL:http://artsfest.indiana.edu/?utm_source=nuvo-indy&utm_medium=newspaper-ads&utm_campaign=summer-arts-fest-2012
• Advertised URL:http://artsfest.indiana.edu/nuvo
Campaign Example
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Campaign Report
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Events
• GA, by default, can only report on activity on internal site pages.
• Using event tagging, we can learn more about a variety of user actions:• Clicks to external pages• Plays, fast-forwards, & pauses of a video• Interactions with dynamic content
(e.g., slideshows)
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• Event Category: Homepage Slideshow• Event Action: Click• Event Label: 3 – Student Generosity
Event Example
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Event Report
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Best Practices for Website Measurement
• Establish site goals (macro and micro)• Define the audience(s) and metrics for
each goal• Update site privacy policy• Create a Google Account• Create a RAW DATA profile• Create filters for isolating and analyzing
audience segments• Map goal funnels• Use campaigns
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Best Practices for Website Measurement
• Establish a scheduled review period for each goal.
• Review metrics defined for each goal.• Raw Data• Filters• Advanced Segmentations
• Determine trends, performance bottlenecks, and new growth opportunities.
• Identify actionable insights.
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Best Practices for Website
• Make it a priority!• Dedicate resources for action.• Implement site changes to better align
with goal objectives reflective of analytics findings:• Content• SEO• Site/Page Usability• Process/Workflow• Design Elements
ON THE HORIZON:UP & COMING ANALYTICS SOLUTIONS
ON
THE HORIZO
NCascade WCMS Google Analytics Connector
ON
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NSpectate
ADDITIONAL RESOURCES
ADDITION
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RCESFor More Information …
Social Media:• Social Media Monitoring & Metrics
(Paper.li):http://paper.li/cecipf/1303584942
• Social Media In Higher Education Today:http://paper.li/cksyme/1313334057
ADDITION
AL RESOU
RCESFor More Information …
Email Marketing:• WhatCounts Resources Guide:
http://www.whatcounts.com/resources/• WhatCounts Email Metrics 101
• http://www.whatcounts.com/2012/05/email-marketing-metrics-101-deliverability/
• http://www.whatcounts.com/2012/05/email-marketing-metrics-101-conversion-rate/
• http://www.whatcounts.com/2012/05/email-marketing-metrics-101-clickthrough-rate/
• http://www.whatcounts.com/2012/05/email-marketing-metrics-101-open-rate/
• The Email Marketing Monitor (Paper.li):http://paper.li/indiescott/1321543556
ADDITION
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RCESFor More Information …
Web Analytics & Campaign Analytics:• Occam’s Razor—Digital Marketing & Analytics (by
Avinash Kaushik):http://www.kaushik.net/avinash/
• How to measure success with Google Analytics campaignshttp://blogs.missouristate.edu/web/2012/04/20/google-analytics-campaigns/
• Google Analytics Campaign URL Builder:http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867
• Go IU URL shortener:http://go.iu.edu/
• Bit.ly URL shorener:https://bit.ly/
ADDITION
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RCESFor More Information …
Web Analytics & Campaign Analytics:• Advanced Web Metrics with Google
Analytics by Brian Clifton:http://amzn.to/PynuZS
• Web Analytics 2.0 by Avinash Kaushik:http://amzn.to/WqZbRI
• Web #Analytics Daily (Paper.li):http://paper.li/trust_no_1/1321294095
ADDITION
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RCESFor More Information …
You can find these slides and more information by visiting the IU Metrics website:
http://www.iu.edu/~metrics/
ADDITION
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Thom AtkinsSenior Social Media Specialisttgatkins@indiana.edu
Chris BrownAssistant Director of Informational and Emerging Technologieschrmbrow@iu.edu
Bob MolnarWeb Production Managerrmolnar@iu.edu
Jennifer WesnerData Analystjswesner@indiana.edu
Contact Us
WHAT QUESTIONS DO YOU HAVE FOR US?
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Thank You!
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