intro to analytics
TRANSCRIPT
A mystery no more…Web Analytics
Why should we bother with web analytics?
What should I be measuring?
What needs to go on my dashboard?
Thinking about your own dashboard requirements
Agenda
How well do we know our Facebook fans?
Galaxy is the clear winner here
Bounty Galaxy M&MsMaltesters Mars Snickers Twix Wispa0
400
800
1200
1600
60
1760
920
12601100
800 800
440
Scope Facebook Users by Chocolate
Our fan base also prefers tennis
over football
And EastEnders over Corrie
Wouldn’t it be great if we could see more than text, images and links
Why should I care about web analytics?
We should all be asking questions to understand our contacts better
How many people visit our site?
How do visitors find our site?
What do visitors do on the site?
2,000+ pages
Have we been successful?
What do we already know about our contacts?
Taking IG donators as an example…
Q. What do we know about our Individual Givers who donate to Scope?
We know most are female…
…fall into the yummy mummy segment
And also give to children’s charities
We can build on this knowledge
75% new mums
We can look at likely user journeys
No it’s not a whale. Most people see our Facebook posts at 9pm
12am 3am 6am 9am 12pm 3pm 6pm 9pm 12pm
5,814 people
The average number of people who saw posts on Facebook in an hour
0
1k
2k
3k
4k
5k
6k
What are people searching for and when!
Cerebral palsy
Social care
Average 2005 2007 2009 2011 2013
http://adwords.google.co.ukhttp://www.google.co.uk/trends
Systems. Lots of systems.
As with Sherlock there are tools for making evidence-based decisions
There are quite a few systems…
The primary one is Google Analytics but don’t forget the others…
Facebook Insights...
…Email marketing platforms
…Online ad management systems
…and social media tools
So…
What do I measure?!?!
Q. Which metrics come to mind when you think of website statistics?
Visitors
Pageviews
Traffic sources e.g. Google search or Facebook
Marketing metrics
Content metrics
Average time on page
Bounce rate
Pages per visit
Returning visitors
This information does not determine whether we’ve done well or not!
?
Place your focus on the most important information…
Place your focus on the most important information…Goals!
Actions we deem to be valuable
eConsultancy Blog Post, June 2011
http://econsultancy.com/uk/blog/7657-92-1-marketings-dirty-little-statistic-5
For every £92 spent acquiring customers, £1 is spent converting them
Tip:
Focus on the end goal first
Focus on goals and then delve into content and marketing metrics
Looking at goals by traffic source to see the performance of your channels
We can identify leaky buckets for conversions
External example funnel
Step 2 – Select payment method
Step 1 - Login
Step 3 – Checkout confirmation
Step 4 –Goal
Ensure goals are set up to measure your campaign activity
www.scope.org.uk/about-us/work-uswww.scope.org.uk/about-us/work-us?utm_campaign=vacancy_ad&utm_source=disability_now&utm_medium=banner
Use tagged URLs to track campaign performance
Don’t use
yourcharity.org.uk
VC
www.scope.org.uk/about-us/work-uswww.scope.org.uk/about-us/work-us?utm_campaign=vacancy_ad&utm_source=disability_now&utm_medium=banner
Use tagged URLs to track campaign performance
But I can only track online activity right?
But I can only track online activity right? – Wrong!
www.scope.org.uk/about-us/work-us?utm_campaign=vacancy_ad&utm_source=careers_fair&utm_medium=flyer
Use URL redirects and tagged URLs to track offline performance
www.scope.org.uk/apply
And finally…Dashboards
Dashboards – easily focusing your attention on what’s important
Without the gobbledygook how are we doing? Have we been successful?
Tip:
Do place your bottom-line metrics right at the top of your dashboard
What do I need to tweak?
Tip:
Don’t include too many metrics on your dashboard(s)
Resist the temptation!
Is this good? Bad? Or indifferent?
Tip:
Do compare metrics over different time periods and against benchmarks
Tips review:11. Focus on the end goal first
2. Do place your bottom-line metrics right at the top of your dashboard
3. Don’t include too many metrics on your dashboard(s)
4. Do compare metrics over different time periods and against benchmarks
Now it’s your turn…
Creating dashboards
Get in groups of 6
Pick 6 metrics you would like to have for your team’s digital dashboard:
10mins to complete your dashboard.
2 teams to present for 3 mins.
Groups
Group No.
Department
1 Fundraising Events
2 Individual Giving
3 Retail
4 Corporate Partnerships
5 HR
6 Help and Information team
Metric 1
Metric 3
Metric 4
Metric 2 Metric 5
Metric 6
__________________ Dashboard
Web analyticsVisits
Pageviews
Average time on site
Pages per visit
% Returning visits
Traffic sources
Goals
Google PPCPPC- Impressions
PPC - Clicks
PPC - Click-through rate
PPC - Cost-per-click
PPC - Goals
FacebookLikes
Facebook fans
Facebook shares
TwitterFollowers
No of tweets
Retweets
Mentions
Email marketingEmail - Open rate
Email - Click-through rate
Email - Unsubscribe rate
Email - Complaint rate
Thanks for listening. Any questions?
Aytug OzeliDigital Marketing and Advertising Specialist
Email: [email protected]
DDI: 020 7619 7153
aytugozeli
linkedin.com/aytugozeli