how libraries analyze and act
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Sarah Houghton & Paul Signorel l i
ALA TechSource
26 January 2012
L I B R A R Y A N A L Y T I C SPart 2: How Libraries Analyze and Act
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Paul S ignore l l iS i g n o r e l l i a n d A s s o c i a t e s
Sarah HoughtonS a n R a f a e l
P u b l i c L i b r a r y
R e - i n t r o d u c t i o n s
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S e s s i o n l e a d s
Sarah HoughtonS a n R a f a e l
P u b l i c L i b r a r y
Paul S ignore l l iS i g n o r e l l i a n d A s s o c i a t e s
S e s s i o n S e s s i o n
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At what point do you become frustrated by analytics?
P o l l t o p i c
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We b a n a l y t i c s :
i s an i te ra t ive des ign process
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or
H o w a n a l y t i c s w o r k s :
logfile analysis
page tagging
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L o g f i l e a n a l y s i s i n a c t i o n
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L o g g i n g i n t o A n a l y t i c s
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C r e a t i n g a n a c c o u n t :
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S e t t i n g u p t r a c k i n g
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S e t t i n g u p t r a c k i n g
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S e t t i n g u p t r a c k i n g
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G o o g l e A n a l y t i c s D a s h b o a r d
6
2
5
1 3
4
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1 : P r o f i l e s
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2 : G o o g l e S e t t i n g s &
A n a l y t i c s S e t t i n g s
general Google
account
Analytics account
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3 : r e p o r t i n g
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4 : r e a l t i m e & i n t e l l i g e n c e
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5 : h e l p
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6 : d a s h b o a r d ( s )
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T a r g e t
P r a c t i c e # 1 :Wha t s work ing o r
no t wo rk ing fo r
you?
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C a s e S t u d y 1 : S a n J o s e P u b l i c
W h a t s u s e d ,
w h a t s n o t
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R e a c t i n g t o l o w u s a g e
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A n d t h a t s n o t a l l
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O n s i t e & o n l i n e u s a g e
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E ve r y t h i n g
i n
o n e
p l a c e
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Yo u r q u e s t i o n s , o u r a n s w e r s :
Q.All library computers open to the library home
page, which skews data.Will bounce rate help me
understand who is staying/going?
http://tinyurl.com/googleanalytics-ip
A. Yes, with another step or two. Create a new profile for
library computers only using IP filtering to track bounces
locally, and/or filter local IPs from the main GA tracking profile.
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Q.How can we connect metrics for the website andcatalog which are actually separate domains, so that we
don't lose the trail of users who move from one to another?
http://tinyurl.com/googleanalytics-crossdomain
Yo u r q u e s t i o n s , o u r a n s w e r s :
A. You can achieve this with tracking code customizations.
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Wh a t y o u g e t w i t h GA : d e t a i l
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Wh a t y o u g e t w i t h GA : d e p t h
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Wh a t y o u g e t : c u s t o m i z a t i o n
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Wh a t y o u g e t : vi s u a l i z a t i o n
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Wh a t y o u g e t : r e p o r t i n g
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C a s e S t u d y 2 : U n i ve r s i t y o f
P i t t s b u r g h L i b r a r y
G o a l s a n d
F u n n e l s :
P a t h s t h a t w o r k
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Goal : the page a visitor reaches once
they have completed a desired action
Funnel : The (optimized) steps along the
way to the goal
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Where are you losing your visitors?
Where do people hit speed bumps?
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The Go a l
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T he Fun ne l
Sstep 1
Sstep 2
Sstep 3
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Go a l s
Name the goal something
intuitive. In this
example it might be
Class RegistrationChoose whether or you
want the goal to be
active (on) now
Most library scenario goals will
probably fall under the URL
Destination type
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Go a l s
Here add the URL of the
thank you page
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*TIP
Exact match has to be EXACTLY the same
as the URL.even leading or trailing
spaces will cause it to fail
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Go a l s
add the URL(s) of the page(s) along the path a user
would take to get from the homepage all the way
through to the thank you page
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C a s e S t u d y 3 :
R u t g e r s L a w L i b r a r y - N e w a r k
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F r o m c o m p l e x i t y
t o s i m p l i c i t y
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N avi g a t i o n t o o l s
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E x a m i n i n g t h e r e s u l t s
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Yo u t e l l u s :
i s a n a l y t i c s n e c e s s a r y ?
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B O U N C E R A T E
R E F E R R A L
S E S S I O N
T r a n s l a t i n g A n a l y t i c s j a r g o n
U N I Q U E V I S I T O R
P R O F I L E
V I S I T O R
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G O A L
P A G E D E P T H
T r a n s l a t i n g A n a l y t i c s j a r g o n
C O N V E R S I O N
NA V I G A T I O N
R E F E R R E R
F I L T E R
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BOUNCE RATE COMPARISON:
Jefferson-Madison Regional Library
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BOUNCE RATE COMPARISON:
Jefferson-Madison Regional Library
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R e a l w o r l d e x a m p l e t r a c k i n g t h e m o b i l e s h i f t
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R e a l w o r l d e x a m p l e t r a c k i n g t h e m o b i l e s h i f t
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R e a l w o r l d e x a m p l e r e p o r t i n g t h e m o b i l e s h i f t
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C ave a t : d o n t c r e a t e s i l o s !
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C o n f r o n t c o n f u s i o n : s e e k h e l p
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R e s o u r c e s a n d
q u e s t i o n s
http://webanalyticsland.com/web-analytics-books/
http://www.advanced-web-metrics.com/blog/
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+Sarah Houghtonlibrarianinblack@gmail.com
librarianinblack.net@TheLiB
Paul Signorelli & AssociatesSan Francisco, CA
415.681.5224paul@paulsignorelli.com
paulsignorelli.com
C o n t a c t I n f o r m a t i o n
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I m a g e C r e d i t s
Empty Shelves: From Libraryonthemoves photostream at
http://www.flickr.com/photos/libraryonthemove/431950822/sizes/m/in/photostream/
LibraryUsers on Computers: From Pobrecito33s photostream at
http://www.flickr.com/photos/38117207@N03/4349654044/sizes/m/in/photostream/
Minneapolis Public Library Interior: From Wikimedia Commons at
http://commons.wikimedia.org/wiki/File:Minneapolis_Public_Library_interior.jpg
Laptop: From Yum9mes photostream at http://www.flickr.com/photos/yum9me/3135039820/sizes/m/in/photostream/
Globe: From Cheesy42s photostream at http://www.flickr.com/photos/cheesy42/4431725778/sizes/o/in/photostream/
Rutgers Law Library - Newark: From Rutgers University Libraries website at
http://www.libraries.rutgers.edu/rul/libs/law_newark_lib/law_newark.shtml
Colored Folders: From Asparinas photostream at http://www.flickr.com/photos/honey_to_the_bee/443363039/sizes/m/in/photostream/
Stack of Reports: From Kevin H.s photostream at http://www.flickr.com/photos/kevharb/3056726319/sizes/m/in/photostream/
Navigation Tool: From Marfis75s photostream at http://www.flickr.com/photos/marfis75/5374308475/sizes/m/in/photostream/
Magnifying Glass: From Arnybos photostream at http://www.flickr.com/photos/arnybo/2679622216/sizes/m/in/photostream/
Target: From Ntangs photostream at http://www.flickr.com/photos/ntang/21736757
Rusty Grain Silos: photographed by CharBooth in west Texas.
Images taken from flickr.com unless otherwise noted
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