lost in translation measuring and managing good web intentions marilyn harmacek. 1
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Lost in Translation
Measuring and Managing GOOD Web Intentions
Marilyn Harmacek.
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MARILYN HARMACEK
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Web Analytics: The Basics
What
Why
How
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WEB ANALYTICS
“We don’t analyze websites. We analyze
people’s behavior with our content.”
The Drum
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WEB ANALYTICS - WHAT
• The Study of Visitor Behavior on Websites – a Process
• Part of a Larger Online Marketing Analysis ▫Social Networking▫Email Marketing▫Video Platforms▫Blogs▫ Adwords Campaigns
• Change Agent
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WEB ANALYTICS - WHY
To make your website
◦More Effective
◦More Valuable
◦More Actionable
720.295.0855 www.mhcinfosolutions.com
720.295.0855 www.mhcinfosolutions.com
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WEB ANALYTICS - HOW
Set Your Goals
Monitor the Site
Analyze the Data
Change for Action
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PICKING AN ANALYTICS TOOL
WEB ANALYTICS
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What Do You Want Users To Do?
Subscribe to a newsletter
Buy a book
Call for a consultation
Download a document
Donate to a cause
Comment on a blog
Share with a peer
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The Basics – Finding an Analytic Tool
• Dashboard
•Features
•Traffic
•Referrals
•Stat Intervals
•Visitor Details
•Tech Support/Help
•Cost
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GOOGLE ANALYTICS
EXAMPLES
WEB ANALYTICS
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Example: Google Analytics Audience Dashboard
Time Frame: October - December 2012
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Example - Traffic Sources Dashboard
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Example – Visit Duration
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Example – Top Level Domains
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Example - Mobile Devices
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Example - Subscriptions
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How to Use Analytics
Movement Decides Measurement
User Pathways versus Action Pathways
Measure only what you can Change
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Example - Traffic Sources
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Social Referrals
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Don’t Get Lost in Translation •Inundated with Information
•Measure What Matters
•Be Careful Interpreting Results
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Web Analytics: Case Studies
Content Matters
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New Report
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The Foundation's Investment in Juvenile Justice
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Web Analytics: Case Studies
Context Matters
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Context
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Context
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Web Analytics: Case Studies
Change Matters
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Change MattersHow Advertisers Made The Super Bowl
Power Outage Work For Them - Forbes
Twitter Now
10,000 tweets before the lights went on. Analyze that!
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Social Networking
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Social Networking
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Social Networking
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Social Networking
•It’s More About Relationships than the Metrics
•The Metrics help you find the Relationships
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In Conclusion
What Do YOU need to Remember
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WEB ANALYTICS
To make your website
◦More Effective
◦More Valuable
◦More Actionable
720.295.0855 www.mhcinfosolutions.com
720.295.0855 www.mhcinfosolutions.com
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Don’t Get Lost in Translation
• Set Goals. Monitor. Analyze. Change.
• Measure What Matters
• All Data is Suspect: Don’t Misinterpret
• Put it into Context to tell a Complete Story
• Content is still King