The Value of Key Performance Indicators: Unlock Your Data

The Value of Key Performance Indicators: Unlock Your Data

Kathy McShea2008

(c) 2008 Emerald Strategies Inc. All Rights Reserved

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Agenda

• Web Analytics Intro: Who and how

• Rewards: Benefits you gain

• Barriers: The elephant in the room

• Where to Begin: Practical tips

• Presentation Matters: The Dashboard


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Critical Success Factors• What is the biggest Web issue we face today?

What’s at stake if we fail to address this issue?• Is our site an effective communications channel?

How do you know?• How do you ensure important Web

communications get noticed and understood? • Are responsibilities clearly defined?• How do you know if we are succeeding or failing?• How do you ensure that content is posted in a

timely fashion and remains up to date?


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Web Analytics

Why do we care?

Is it working?

What should we do?

Why are they coming?

Where are they going?

Where are they coming from?

What are they doing?

sWhat are our goals?

Web Analytics at 10,000 Feet


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An Ocean of Data ...


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GoogleAnalytics – it’s free • Customizable

dashboard• Scheduled email

reports• Data in context• Links to AdWords• Better visuals• Are you a report

gatherer OR do you deep dive?


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USHR eMetrics• Web Systems Branch

of HIR offers access to URCHIN data

• URCHIN now owned by GoogleAnalytics

• Deep, rich data is a click away

• But what does it mean....???


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Web Analytics Activity Cycle

1. Discovery Business/Web mission, goals and objectives Web analytics maturity: who, what and how Current pain points and challenges

2. Translate Web goals into KPIs3. Setup tools to pull data

Provide Google Analytics & CrazyEgg training Establish an historical baseline

4. Analysis counts! Trending: assess current vs. baseline metrics Insights > Impact > Quick Wins vs. long-term

http://analytics.google.com/

http://crazyegg.com/


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The Elephant in the RoomAnalysis Problems• What to measure?• Misinterpretation • Lack of analysis

Management Problems• Low executive engagement• No action• Missed opportunities• Setting priorities for staff

time/resources


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Your Marketing Job: ComplexFINDING: 15 percent of your

time is spent on Web development & maintenance


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Rewards Await!

• Understand your site visitors

• Improve user experience

• Make smart decisions• Improve resource

allocation• Increase return on

investment


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Key Performance Indicators (KPIs)

Selection Criteria

Start Small ScheduleReports

Relevant

Timely

Instantly Useful

NLT quarterly

Identify audience(s)

Don’t forget meetings!

Adopt Action Orientation!

Traffic/Reach

Search

Satisfaction (SUS)

Actions

Outcomes

• Problem • Metric • Hypothesis • Fix • Test • Analyze • Action


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System Usability Score


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Audience-Centric KPIs ..... AF Portal Team: 10

1. Reach (Traffic trends by month)

2. Search3. Satisfaction (quarterly)4. Top Page Entry Points5. Feedback6. Adoption7. Page Influence (top editorials)8. Savings (monetize top 10

downloads)9. Loyalty (time per visit, trends)10.Help desk (Problem types

only)

Exec Level: 31. Reach (Traffic)2. Search3. Satisfaction

CM Level: 5-71. Reach (Traffic)2. Top Entry (Popularity)3. Search4. Satisfaction5. Feedback6. Page influence (top editorials)7. Savings (monetize top 10

downloads)


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• Reach: does our key audience know about us?• Relevance: are we providing what our key

audiences want?• Packaging: is the information we provide in a

consistent usable format?• Access & Collaboration: are staff experts made

available and used?• Quality: are we delivering a superlative Web

experience?

Conceptual KPIs


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Leap into the Future...• Negotiate agreements

– Metrics format– Metrics owner– Metrics audience

segments• Routine “voice-of-the-

customer” meetings – NLT quarterly– Invite all appropriate

stakeholders


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Presentation: Style Matters• Trending compares

over time• Adopt quad-chart

style dashboard view• Report goals:

– Make it actionable– Hold owners

accountable– Improve take-aways – Seed decision-making

discussions


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ISSUES TO MEASURE...ISSUES TO MEASURE...

-Are we paying attention to the right content? Which top level navigation gets the most clicks?

-What is the status on migrating applications; are we focused on the applications our users care about?

- Are the complaints about search justified?

- Of all the new functionality we’re introducing, which functions are getting used and where must we focus our outreach efforts?


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KPI: Traffic-1

Key Trend/Insights• Workspace is top landing page

after home• Life content 2nd place in

popularity• Org content not in top five

Actions

• This data provides better data to understand user behavior than existing metric slides – Can we reformat?

• A top five view of impact KPI should be shared with stakeholders weekly

Impact on Red/Yellow Status

• Absence of info about AF Portal page popularity leaves us “flying blind”

• Expectations about org pages will be impacted by knowledge of current user behavior

Metrics Owner: TBD Status:


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KPI: Traffic-2

Key Trend/Insights• AF Portal content and toolbar use

outpaces applications• Mission applications represent

10% of visitors, 1/3 of application traffic

• More users come for self service than any other app

Actions• Create one-stop shop, to unify/simplify training apps

• Repair missing feedback loop with self-service applications

• Success with static content migration requires focus


• Content App line should disappear during migration and move to AF Portal section

• As content gets more rich, AF Portal Content subtotal should grow



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KPI: SearchKey Trend/Insights• Career content owns most of

search problems• CMs unaware of rules of

posting for friendly search• Top Viewed on home must

reflect search analysis

Actions

• Brief/follow-up with A1 on issues raised by search logs

• Complete search guidelines paper with clear instructions for CMs

• Adjust top viewed content


• A1 awareness may lead to adjustments in navigation

•CM awareness should improve metadata for better searches

• Top Viewed maintenance



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KPI: Adoption (from Sept 1-7)

AFIM users 137,765

FFIM users 44,023

Persistent Chatrooms 178

Apps in workspace 64,911

User Favorites 76,001

Custom workspace blocks 105,118

RSS feeds in workspace 1,294

Active communities 5,103

Key Trend/Insights• RSS feeds are low• Favorites are low• Workspace is low

Actions• Develop communications plan to get the word out on existing capabilities

• Add to user help to promote instructions for existing capabilities

• Enhance usability of add to workspace

Impact on Red/Yellow StatusGoal: double usage of target capabilities inside three months time

• Multichannel Outreach should include SAF/PA, base papers

• Usability and user help requires resources for content/code enhancements



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An Ocean of Data ...

KPIs are your lifesaver


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What are YOU ready for?• Full KPI support

– NLT quarterly with stakeholder mtg support– Qualitative (survey) + Quantitative (log analysis)

• KPI jump-start (produce first report) + DIY (do it yourself) training

• Select KPIs with stakeholders– Facilitated meeting + action plan

• System Usability Score survey– setup + launch + report/analysis


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Questions?


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Contact Us Kathy McShea

Owner & FounderEmerald Strategies, Inc.202.543.2112

• Web Management & Marketing ~ http://www.emeraldstrategies.net

• Media Training ~ http://www.prclinic.com

• Join my professional network ~ http://www.linkedin.com/in/kathymcshea

http://www.emeraldstrategies.net/

http://www.emeraldstrategies.net/

http://www.prclinic.com/

http://www.prclinic.com/

http://www.linkedin.com/in/kathymcshea

http://www.linkedin.com/in/kathymcshea


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About Us

• Experience: – Chief spokesperson US

Senator Carl Levin– Media Director, DC Office,

Consumers Union– Consumer Information

Director, Dept of Energy

• Clients:– US Air Force– US House of Representatives– World Bank & IFC– FCC– Congressional Management

Foundation...and others

Emerald Strategies Inc., founded in 2001, is a woman-owned Web management consulting firm that delivers high-impact communications...

Our FocusOur Focus: We make public sector organizations stronger: We make public sector organizations stronger