Embed Size (px)
DESCRIPTION
MuseumNext 2012 session discussing how statistics can be used to manage expectation of resources with practical hints and tips from real implementations. This session was about influencing organisational attitude and did not require an extensive knowledge of either web technology, nor of Google Analytics.
Citation preview
Andrew Lewis
Digital Content Delivery Manager Victoria and Albert Museum, London
linkd.in/andrewlewis
Practical experiences of evidence-based change managementusing Google Analytics
MuseumNext, Barcelona 2012
What’s in the box?
What’s in the box?
Què?
Some big questions
• How should we change?
• What evidence can we
gather?
• What knowledge can we
gain?
• How can we apply it?
Change how?
Change management theory
Process
Culture
People
Incremental improvement
of current process
Experiment /risk to understand
meaning of change
Plannedchange
Disruptive
change
Long term - predictable
benefits
Short term - unpredictable
benefits
1 2
Change is...
But enough theory...
Case study
Promoting an online donation form
• Email newsletter (general
marketing)
• Email newsletter (paid Members
only)
• Site promotional module
Marketing Channels being used that we wish to track
• Email newsletter (general
marketing)
• Email newsletter (paid Members
only)
• Site promotional module
Marketing Channels being tracked
Google custom URL builder
Google Analytics URL Builder
http://www.vam.ac.uk/content/articles/s/stained-glass-
appeal/
Before
http://www.vam.ac.uk/content/articles/s/stained-glass-appeal/?utm_source=utm_source&utm_medium=site-promo-
module&utm_campaign=stained-glass-2012
After
Google AnalyticsAdvanced segments
How to set up an Advanced Segment
How to display an Advanced Segment
Campaign report in Google Analytics
How to find your campaign report!
• Email newsletter (general
marketing)
• Email newsletter (paid Members
only)
• Site promotional module
Marketing Channels being tracked
Email newsletter
Site promotional module
All
Source Visits % of total average pagesper visit
Averageduration
% new customers
Bouncerate
Stained-glass campaign traffic 590 82.9% 6.47 00:05:57 2.47% 37.0%
Direct Traffic 34 4.8% 2.29 00:00:44 58.8% 44.1%
Search Traffic 43 6.0% 1.17 00:00:14 16.67% 83.3%
Referral Traffic 21 2.9% 1.00 00:00:00 66.67% 100.0%
Total 688
Campaign medium Visits % of total average pagesper visit
Averageduration
% new customers
Bouncerate
Site promotional module 497 84.2% 6.47 00:05:57 2.5% 37.0%
Email newsletter (general marketing) 22 3.7% 1.67 00:03:08 0.0% 33.3%
Email newsletter (paid Members only) 21 3.6% 2.00 00:00:07 33.3% 33.3%
Facebook link 36 6.1% 2.20 00:07:43 20.0% 80.0%
Twitter link 14 2.4% 0.00 00:00:00 100.0% 100.0%
Total stained-glass campaign traffic 590
What we know about Facebook in this campaign
Fans
Facebook post Likes
Facebook shares
Visits to donation form from Facebook link
% Bounce visits
Number of “non-bounce” visits
Average length of visits
120,000
247
46
36
80%
7
7 mins 43 sec
What else?
18,961 visits from same header link on
ALL pages(includes home page)
8,961 visits from here
21,089 visits from
here
Change is...
18,961 visits from same header link on
ALL pages(includes home page)
8,961 visits from here
21,089 visits from
here
Process
Culture
People
The language of love
People
Process
•What are your objectives?
•How will you measure it?
•How does this fit with
strategy?
•If not a standard option,
justify
•How will you fund the
revenue cost?
Project proposal form
Standard options – easy for you
•Article
•Blog
•Journal Article
•Download
•Extras? bigger business case
Delivery menu
This is what we do
This is how we do it
This is why
Culture
Andrew Lewislinkd.in/[email protected]/rosemarybeetle
Merci per la seva atenció
MuseumNext, Barcelona 2012
Thanks for listening
