overcoming analysis paralysis
TRANSCRIPT
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#AnalysisParalysis
Overcoming Analysis Paralysis
Nonprofit Communicators Workshop
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#AnalysisParalysis
Who are we?
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#AnalysisParalysis
Kate BormanCommunications Coordinator, Nonprofits Assistance Fund @K8Borman
Kristine RemerUser Experience Designer & Strategist, Freelance @KristineRemer
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#AnalysisParalysis
Who are you?
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#AnalysisParalysis
HOW TO:Get MORE out of your analytics
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#AnalysisParalysis
HOW TO:Measure the REAL impact of your communications
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#AnalysisParalysis
HOW TO:BETTER support your leadership team
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#AnalysisParalysis
HOW TO:Be MORE productive
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#AnalysisParalysis
BREAKING IT DOWN1 Build the framework2 Put it into practice3 Try it yourself
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#AnalysisParalysis
“Collecting data is only the first step toward wisdom, but sharing data is the first step toward community.”
Henry Louis Gates, Jr.
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#AnalysisParalysis
FIRST:Build the framework
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#AnalysisParalysis
LADDER UP
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#AnalysisParalysis
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#AnalysisParalysis
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#AnalysisParalysis
SMART Goals
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#AnalysisParalysis
SpecificMeasureableAttainableRelevantTime-Bound
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#AnalysisParalysis
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#AnalysisParalysis
Key Performance Indicators
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#AnalysisParalysis
To be a KPI... It must support an organizational goal
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#AnalysisParalysis
To be a KPI... It must be SMART
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#AnalysisParalysis
To be a KPI... It must be actionable
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#AnalysisParalysis
Total VisitsBounce RateTime on SitePages per Visit
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#AnalysisParalysis
Return VisitsE-mail SubscribersDonation RateVolunteers
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#AnalysisParalysis
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#AnalysisParalysis
Tactics = Focus
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#AnalysisParalysis
Tactics = Discipline
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#AnalysisParalysis
Tactics = Experiment
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#AnalysisParalysis
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#AnalysisParalysis
COMMUNICATEYOUR PROGRESS
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#AnalysisParalysis
Use your dashboard to tell a story
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#AnalysisParalysis
Create custom dashboards for each audience
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#AnalysisParalysis
80 / 20 Rule
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#AnalysisParalysis
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#AnalysisParalysisSource: Kaushik.net
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#AnalysisParalysisSource: Kaushik.net
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#AnalysisParalysis
SECOND:Put it into practice
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#AnalysisParalysis
PUT IT INTO PRACTICE1 Before Campaign2 During Campaign3 After Campaign
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#AnalysisParalysis
BEFORE CAMPAIGN
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#AnalysisParalysis
BEFORE CAMPAIGN:Dig Deeper
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#AnalysisParalysis
Embrace your inner 3-year-old(Ask lots of questions.)
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#AnalysisParalysis
Ask for a hypothesis
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#AnalysisParalysis
BEFORE CAMPAIGN:Determine Your Goals
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#AnalysisParalysis
Use framework to identify goals, KPIs and tactics
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#AnalysisParalysis
BEFORE CAMPAIGN:Set Yourself Up for Success
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#AnalysisParalysis
Select the tools you will use to track your data
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#AnalysisParalysis
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#AnalysisParalysis
Sweet Spot
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#AnalysisParalysis
Set up goals and filters
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#AnalysisParalysis
Targeted Marketing: Identify audience and methods
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#AnalysisParalysis
Create custom reports
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#AnalysisParalysis
DURING CAMPAIGN
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#AnalysisParalysis
DURING CAMPAIGN:Monitor Progress
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#AnalysisParalysis
Use Google URL Builder to track your URLs
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#AnalysisParalysis
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#AnalysisParalysis
Google URLs are automatically integrated with Google Analytics
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#AnalysisParalysis
Google Analytics > Acquisition > Campaigns
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#AnalysisParalysis
Even links that aren’t yours will appear in Google Analytics
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#AnalysisParalysis
Discover which targeted marketing campaigns are working
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#AnalysisParalysis
Discover which links produce best results
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#AnalysisParalysis
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#AnalysisParalysis
DURING CAMPAIGN:Engage on Social Media
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#AnalysisParalysis
Social media is in real time
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#AnalysisParalysis
Get an immediate indicator of what is hot and what is not
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#AnalysisParalysis
Discover which channel creates more action and impact
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#AnalysisParalysis
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#AnalysisParalysis
Use Google Real-Time for campaigns with short windows
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#AnalysisParalysis
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#AnalysisParalysis
DURING CAMPAIGN:Do More of What Works, Try Again
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#AnalysisParalysis
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#AnalysisParalysis
AFTER CAMPAIGN
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#AnalysisParalysis
AFTER CAMPAIGN:Analyze Data
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#AnalysisParalysis
New vs. Returning Visitors
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#AnalysisParalysis
Mobile Visitors
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#AnalysisParalysis
Bounce Rate
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#AnalysisParalysis
Keywords
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#AnalysisParalysis
Content
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#AnalysisParalysis
AFTER CAMPAIGN:Communicate Through Reports
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#AnalysisParalysishttps://drive.google.com/file/d/0B_ZsdMav7TksaFlSWk1IeDZ2NGs/edit?usp=sharing
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#AnalysisParalysishttp://simplymeasured.com/blog/2013/01/22/bridging-social-and-web-6-new-google-analytics-reports/
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#AnalysisParalysis
THIRD:Try it for yourself
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#AnalysisParalysis
Share with us
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#AnalysisParalysis
What problem are you trying to solve with analytics?
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#AnalysisParalysis
FREE RESOURCES FOR NONPROFITS
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#AnalysisParalysis
Free AdWordsSpend up to $10,000 per monthGoogle.com/Grants
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#AnalysisParalysis
Free Website AnalysisGet paired with student & mentorAnalysis-Exchange.com
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#AnalysisParalysis
Free URL BuilderUse Google URL Builder -
http://support.google.com/analytics/answer/1033867
URLs are integrated into Google Analytics > Acquisition > Campaigns
Can be used with bit.ly or other shortners
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#AnalysisParalysis
Free A/B TestingTest any page on your websiteIntegrated into Google Analytics > Experiments
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#AnalysisParalysis
Social Media Metricswww.truesocialmetrics.com
Free version allows you to connect your social media accounts, blog and google analytics to measure rates for conversion, amplification, applause and economic value.
Provides a 30 day history.
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#AnalysisParalysis
Analytics BlogsBeth Kanter, Beth’s Blog: bethkanter.org
Avinash Kaushik, Occam’s Razor: kaushik.net/avinash
Simply Measured:simplymeasured.com/blog and simplymeasured.com/free-social-media-tools
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#AnalysisParalysis
QUESTIONS?
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#AnalysisParalysis
WORKSHEETS
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Build
the
Fram
ewor
k
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Communicate Progress
Trend Report
Impact
Key Insights
Next Steps
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Communicate Progress
Trend Report
Micro KPIs
Key Insights & Next Steps
KPI