web analytics: creating reports that people will read
TRANSCRIPT
Web Analytics: Writing a report that people will read
Max Daniels - abcd/WWW - 07.13.2011
the problem
the (current) solution
recency + click = engagement
• red columns are GA advanced segments
• black columns are standard GA KPIs
• purple columns are computed values
harvard.edu most engaged traffic, May-June 2011: 7.8%
Title
photo by erix used under Creative Commons license
gazette “most engaged” advanced segment
Gazette most engaged traffic, May-June 2011: 6.5%
social influence
reach = + + +
+ + + engagement =
+
____________________
summary
• big board numbers for a quick read
• measure both quality and quantity
• engagement requirements can be stringent (and) or relaxed (or)
• bar for each metric can be low or high
• formulas can be simple or weighted
• formulas can – and will – be modified
thank you
questions? [email protected]