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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