Analytics For Leaders
Analytics For Leaders
2010 Nonprofit Leadership Conference Thriving is the New NormalBeyond Website Analytics: Leveraging Technology June 3, 2010
Who We Are: About Tunheim Partners
Well-regarded thinking and crisp execution these are the building blocks of Tunheim Partners.
Our clients turn to us to help them capitalizeon important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.
PresentersDavid Erickson, director e-Strategy, Tunheim PartnersGen XUncle to Millennials14 years Internet marketing experienceTwitter: @dericksone-Strategy Internet Marketing Blog e-StrategyBlog.com
Natalie Wires, account representative, Tunheim Partners MillennialExperience in online marketing and communicationsTwitter: @nataliewires Natalies Wire NatalieWires.com
Measurement GoalsSet a goal In order to properly use analytic tools you need to first set a goal of what you want people to do on your site. Do you want them to fill out a form, make a purchase, etc. You will then base your strategies around this goal.Who is it you want to reach?DemographicGeographicRolesDonorVolunteerMediaLegislature Why do you want to reach them?Create awarenessGet donationsVolunteersAfter you determined your goals youll be able to identify the proper channels
Web AnalyticsGoogle Analytics google.com/analyticsWebtrends webtrends.comClicky getclicky.comYour website: Online hubWord of MouthBroadcast mediaPrintEmailSearchSocial MediaGoogle Webmaster Central - google.com/webmasters/Google URL BuilderAppears in Traffic Sources > Campaigns
Web AnalyticsClicktale Web analytics service that give you videos, charts and heatmaps showing how visitors are interacting with your Web site. Features include:Movies of your visitors' browsing sessions to analyze their behavior (i.e. mouse movements, mouse clicks, scrolling actions and interactions with online forms)Heatmaps show where visitors click, where they look and how far down they scroll (i.e. where visitors stop and pay attention, what parts they skip, how far they scroll)Link Analytics shows interactions, hover and hesitation timeForm Analytics reveals problem fields in online forms that cause visitors to leave Pricing there is a free option, but it is limiting, especially if you have an active site.
Web AnalyticsWebmaster CentralGoogle.com/webmasters
Web AnalyticsGoogle URL Builder
Segment Google Analytics stats for any link to your site.Business application Before posting, tweeting or emailing a link, put it through Google URL Builder to track its success.
Look at heatmaps showing Mouse Movement, Clicks, Scroll and Attention.Watch recordings of action visitors experience with your siteDetermine at what stage people are opting out of form completionLearn visitor demographics
Red = scrolled slowest, most engaged with siteBlue = scrolled quickest, least engaged with siteClicktales Scrolling HeatmapBusiness application Put the most important information where people are already focusing their attention.
Web AnalyticsCrazyEgg visuals and heatmaps of how your visitors are interacting with your page.
Hover to reveal link click ratesBusiness application Which of your links are visitors clicking on? What kind of information are they looking for when they visit your site?
Web AnalyticsCrazyEgg Heatmap
Shows which parts of your page visitors are clicking on. Hot colors equal more clicks.
Business application Put your organizations most important information where peoples eyes are naturally drawn.
Web AnalyticsCrazyEgg Confetti Another way to see where your visitors are clicking. Each dot represents a click. Can sort by: Referrer Search engine Search term Time of day Day of week BrowserOther Web analytic tools: Get Clicky, Statcounter
Search AnalyticsGoogle Trends & Insight for search
Shows increases in search traffic for specific terms Can sort by region or timeframe Can compare multiple terms by adding a comma in your search inquiry Business application Are you optimizing your page for the correct search terms at the correct time of year? Are you reaching out to your key audience when they are most likely to be searching for you?
Search AnalyticsReal Time Updates in GoogleSearch GoogleClick MoreClick Updates
Other search analytic tools: Keyword Discovery, Wordtracker
Competitive AnalyticsGoogle AdPlanner
Gives statistics on various Web sites including: Daily unique visitors Gender Age Education Household Income Other sites visitedBusiness application Are your visitors the demographic that you expect them to be? Are you reaching out to this demographic in your other marketing tactics? What other sites are your visitors going to? What demographic of people are visiting your competitors sites?
Competitive AnalyticsCompeteCompare statistics on up to five different Web sites such as: Daily unique visitors Referral sources Search terms
Blog Analytics FeedBurner
FeedBurners subscriber count is based on an approximation of how many times your RSS feed has been requested in a 24-hour period. Subscribers is inferred from an analysis of the many different feed readers and aggregators that retrieve this feed daily. Subscribers count is calculated by matching IP address and feed reader combinations, then using a detailed understanding of the multitude of readers, aggregators, and bots on the market to make additional inferences. It can reflect the number of subscribers on a given day or the average number of subscribers over the course of time.Business application People generally subscribe to only their favorite blogs. Is the content on your blog appealing enough to people to make them want to get your posts directly to their reader?
Blog Analytics Backtype
Other blog analytics tools: Google Reader, Bloglines Enter search term Bring up comments people are making either on news articles, blogs or Twitter.Business application Perfect for monitoring online chatter about a given topic Great tool to see what the masses are saying during a crisis
Social Analytics Social Mention
Search and setup email updates of the latest relevant social media results (blog, microblog, etc.) based on your choice of search phrase.
Social Analytics Facebook Interaction Graphs Interactions occur when someone writes on your wall, comments on your post or likes your content. Post quality measures how engaging your posts have been to Facebook users over a rolling seven-day period.
Business application Are your fans engaging with the content you are posting? How are they engaged (i.e., are they reacting to your content or adding their own wall posts?
Social Analytics Interaction graphs show how fans are interacting with your posts and consuming your material. Can sort by interactions (total, comments, wall posts, likes), interactions per post, post quality, discussion posts, reviews and mentions. Sort by timeframe to see how interactions change over time.
Social Analytics Facebook Gender and Age ChartsActive Fans = Fans who have written on your wall or engaged with your posts in the last week. Business application Is this the gender breakdown you expected? Is this the gender breakdown you want?
Social Analytics Facebook Location Lists
Social Analytics Facebook Fan Graphs Shows trends in user acquisition and subscription Can sort by total fans/unsubscribed fans, new/removed fans, top countries, demographics, pageviews/unique pageviews, unsubscribes/resubscribes and media consumption Change timeframe to see how interactions change over time.
Social Analytics Facebook Post Insights Facebook offers insights for individual posts for high volume pages Impressions = raw number of times this story has been seen on your wall and in the news feed of your fans Feedback is the number of comments and likes per impressionBusiness application Is there a certain type of post that is getting the most reaction out of your fans?
Social Analytics Real-time results of what people are saying on Twitter about any topic Also shows trending topics Use advanced search option to limit results based on location, person, date, attitude and much more Twitter SearchBusiness application Are you creating the kind of chatter you want? What are people saying about your organization and marketing tactics?
Social Analytics TweetReach Shows how many people have seen a phrase, hashtag or link on Twitter, based on tweets, mentions and re-tweets Shows who is passing along your information. Can also, search a Twitter user to see how influential they are.Business application
See how many people are seeing the information youre tweeting about Find out who the top Twitter users passing along your content are, these are your biggest advocates. Are there people who are passing along similar content as yours who you have not engaged with yet? Are your competitors links, hashtags and information traveling further than yours?
Social Analytics Twitter Grader Calculates what kind of an impact a Twitter user has by assigning a grade The grade is determined based on number of followers, power of followers, updates, update recency, follower/following ratio and engagement It is then compared against all other Twitter users that also have a score. So, a Twitter Grade of 80, means that 80% of other users got a lower score. Lists Twitter Elite based on locationBusiness application
Are you making an impact on Twitter? Are you reaching out to the Twitter Elite in your area?
Social Analytics YouTube Determine what kind