how libraries analyze and act

8/3/2019 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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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 [email protected]

librarianinblack.net@TheLiB

Paul Signorelli & AssociatesSan Francisco, CA

[email protected]

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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