Content Measurement and Analytics: Making Positive Change on the Web by Rick Allen - Now What? Conference 2017
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We all want to create useful, usable content—and we want to deliver that content to the right users. But how do we know what works? And how do we use these insights to inform and adapt our content strategy? What does success look like? Join us as we relate content goals to relevant and meaningful success metrics in order to quantitatively assess the quality of our web content and the efficacy of our content strategy. Say hello to positive change on the web! Join us and learn to: Translate strategic business objectives into measurable content goals Find the right metrics for the right goals (and how to avoid misleading metrics Measure and adapt your content strategy Effectively present analytics data to engage content stakeholders and inform their work on the web Configure Google Analytics to support your measurement plan Rick Allen has worked on the web his entire career to help shape communications and content strategy. Rick is co-founder of Meet Content, an online resource aiming to empower higher education to create and sustain web content that works. As principal of ePublish Media, Inc., a content strategy consultancy in Boston, Mass., Rick partners with organizations big and small to drive and sustain bold goals.
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Content Measurement and Analytics: Making Positive Change on the Web by Rick Allen - Now What? Conference 2017
- 1. Measure Report Analyze Test Improve 1 Rick Allen @epublishmedia Content Measurement & Analytics Making Positive Change on the Web Now What? Conference 2017 #NowWhat17
- 2. 2 Workshop Schedule 1:30 - 2:00 Intro (what are the challenges?) 2:00 - 2:45 Creating a content measurement plan (what does success look like?) 2:45 - 3:00 Break 3:00 - 3:45 Implementing your content measurement plan (what do we need to get this done?) 3:45 - 4:00 Break 4:00 - 5:00 Analytics reporting and adapting your content strategy (how do we make change happen?) (what else do we need to get going?)
- 4. 4 • Analytics • Usability studies • Surveys • A/B testing • Competitive analysis • Card sorting • Eye-tracking heat maps • User interviews How do you measure it? #NowWhat17 • @epublishmedia
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- 7. Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). “ 7 Avinash Kaushik Author, Web Analytics 2.0 #NowWhat17 • @epublishmedia
- 10. Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). “ 10 Avinash Kaushik Author, Web Analytics 2.0 #NowWhat17 • @epublishmedia
- 11. What analytics can do… • Quantitatively evaluate web content quality • Comparative analysis: measure website trends • Challenge and validate assumptions • Demonstrate how your website meets established business goals and users’ needs • Enable stakeholders and content owners to measure the success of their own content 11 #NowWhat17 • @epublishmedia
- 12. What analytics can’t do… • Provide a complete website measurement solution • Provide accurate data • Adequately answer Why? 12 #NowWhat17 • @epublishmedia
- 13. Top-down analytics Answer your questions Goals Insights #NowWhat17 • @epublishmedia
- 14. Bottom-up analytics Discovery Search Insights through discovery #NowWhat17 • @epublishmedia
- 15. Measurement: a continuous process 15 Measure Report Analyze Test Improve #NowWhat17 • @epublishmedia
- 17. 17 #NowWhat17 • @epublishmedia Measurement doesn’t start here
- 18. Creating goals to match available metrics is like creating content to fit your design.
- 19. 19 #NowWhat17 • @epublishmedia Goals first
- 20. What does success look like?
- 21. Creating a measurement plan
- 22. A path to content measurement 22 1. Translate strategic business objectives into measurable content goals. 2. Define success metrics (KPIs) and measurement requirements. 3. Create and implement measurement plan. 4. Continually assess and report on success metrics with user-friendly insights and actionable next steps. 5. Improve and test content and reassess measurement plan. #NowWhat17 • @epublishmedia
- 23. No clear purpose means no clear value — and no way to measure success.
- 24. 24 Business objectives • Enhance reputation & visibility • Increase revenue • Engage users • Optimize operational efficiency • Improve the user experience • Strengthen communications & feedback systems #NowWhat17 • @epublishmedia
- 25. 25 Content goals • Read a press release • Call your sales team • Download a white paper • Sign-up for your blog • Submit application • Explore customer services • Buy your product • Spread the word about upcoming events actionable V #NowWhat17 • @epublishmedia
- 26. A content goal that can’t be measured isn’t a goal.
- 27. 27 Business objective = business purpose Content goal = content purpose #NowWhat17 • @epublishmedia
- 28. Business objectives Content goals Increase overall enrollment Increase admissions inquiry form submissions Increase engagement within and beyond the school Increase news story shares and retweets on Twitter Increase the number of international student applicants Increase geographic diversity of web traffic. 28
- 29. Sell products 29 Broad and narrow content goals Sell online Drive store visits Drive blog commentsEngage Users #NowWhat17 • @epublishmedia
- 30. It's hard to find answers when you don’t understand the questions.
- 31. pic of magnifying glass 31 Jeffrey Veen Adaptive Path hhttp://www.adaptivepath.com/ideas/doing-content-inventory/ Planning for Content Goals with Stakeholders https://flic.kr/p/6YiZbS
- 32. 32 Get the conversation started • What is the primary function of your role and department? • What services do you provide? Which of these services is most important? • Who are all the different audiences you communicate with or provide services for? #NowWhat17 • @epublishmedia
- 33. 33 • What does the admissions process look like? How do prospective students move from being an inquiring student to an enrolled student? • What does each step look like? What is the role of the admissions website in facilitating the admissions process? • What are the different ways the website supports your work? Understand the details #NowWhat17 • @epublishmedia
- 34. Users’ needs also inform content goals.
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- 36. #CMWorld © Meet Content LLC. All rights reserved.
- 39. 39 Business objectives Users’ needs What we plan for …and measure. #NowWhat17 • @epublishmedia Content goals
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- 41. Content Measurement Framework 1 Business objectives 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 41 © 2017 ePublish Media, Inc. All rights reserved.
- 42. Content Measurement Framework 1 Business objectives What is the purpose of your organization? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 42 © 2017 ePublish Media, Inc. All rights reserved.
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- 44. Content Measurement Framework 1 Business objectives What actions do you want people to take? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 44 © 2017 ePublish Media, Inc. All rights reserved.
- 45. 45 Not all actions take place on your website • Attend a workshop • Take a promotional flyer • Call your office • Email with questions • Submit a paper application but they still count #NowWhat17 • @epublishmedia
- 46. 46 A bit of role-playing 1. Trade worksheets with someone sitting next to you 2. Take turns asking each other questions to better understand the other person’s business objectives 3. Define at least one content goal for each of the other person’s business objectives 4. Return worksheet back to the owner #NowWhat17 • @epublishmedia
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- 48. Content Measurement Framework 1 Business objectives What relevant metrics can be used to measure your content goals over time? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 48 © 2017 ePublish Media, Inc. All rights reserved.
- 49. 49 Dimensions & Metrics Answers to your content questions #NowWhat17 • @epublishmedia
- 51. User Dimensions User Type New (first-time) or returning user. Browser The browsers used by visitors to your website. Device Category The type of device: Desktop, Tablet, or Mobile. #NowWhat17 • @epublishmedia
- 52. Session Dimensions Source The sources which referred traffic (e.g., “Google”). Medium The mediums which referred traffic (e.g., “organic search”) Keyword Keywords used by users to reach your site. #NowWhat17 • @epublishmedia
- 53. Interaction Dimensions Page The pages visited. Landing Page The pages through which visitors entered your site. Search Term The search terms used by visitors to search your site. #NowWhat17 • @epublishmedia
- 54. Acquisition metrics Sessions Total number of visits to your website. % New sessions An estimate of the percentage of first time visits. New users The number of first-time users during the selected date range. #NowWhat17 • @epublishmedia
- 55. Behavior metrics Bounce rate The percentage of single-page visits. Pages / session The average number of pages viewed during a session. Avg. session duration The average length of a session. Exit rate Indicates how often users leave your website from a page or set of pages. #NowWhat17 • @epublishmedia
- 56. Conversion metrics Conversion rate The sum of all individual goal conversion rates. Goal completions The total number of conversions. Goal value The total value produced by goal conversions on your site. Abandonment rate The rate at which goals were abandoned. #NowWhat17 • @epublishmedia
- 57. 57 Characteristics of great metrics Simple & Relevant #NowWhat17 • @epublishmedia
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- 60. 60 Not tracked by default • File downloads • Outbound links • On-page interactions (e.g., form fields) • YouTube videos • Flash animations • E-commerce transactions • Analytics goals & monetary values • Site-search usage #NowWhat17 • @epublishmedia
- 61. Content Measurement Framework 1 Business objectives What audience segments will provide meaningful insights on content goals? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 61
- 62. 62 Numbers rarely speak for themselves • 2,000 pageviews • 20% new visitors • 80% bounce rate • 45% conversion rate
- 63. Without context, your data is meaningless.
- 64. 64 Segmentation? Yes, please! Metrics • Sessions (Visits) • Bounce rate • Pageviews • Pages / session • Conversion rate • Exit rate Segments • User type • Content type • Device type • Geography • External traffic only • Social media traffic only How would these segments change the data? #NowWhat17 • @epublishmedia
- 65. Content Measurement Framework 1 Business objectives What does success look like? 2 Content goals 3 Success metrics 4 Audience segments 5 Targets 65
- 66. Metrics Segments Targets Pageviews Email newsletter 1,500 pageviews (weekly) New visitors Social media 40% new visitors (monthly) Bounce rate Press releases 75% bounce rate (monthly) Conversion rate Spring marketing campaign 20% conversion rate (monthly) #NowWhat17 • @epublishmedia
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- 68. 68 Define plan Document technical requirements Create implementation plan Implement Maintain and refine Implementation process
- 69. 69 Define plan Document technical requirements Create implementation plan Implement Maintain and refine Implementation process
- 70. 70 Common implementation steps • Add tracking code (covers most data needs) • Decide how to track KPIs (e.g., goal tracking) • Use filters to normalize your data so that your reports are accurate and useful • Use campaign tracking to gather more specific marketing data • Use custom dashboards and reports to simplify reporting and analysis #NowWhat17 • @epublishmedia
- 71. Google Analytics Tracking Code 71 #NowWhat17 • @epublishmedia <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXXX-YY', 'auto'); ga('send', 'pageview'); </script> Add tracking code
- 72. 72 Decide how to track
- 73. 73 Use filters to normalize data
- 74. 74 Use campaign tracking to gather specific data
- 75. 75 Create custom dashboards and reports
- 76. 76 What you need to know • Business objectives and content goals • Analytics software • Related technology #NowWhat17 • @epublishmedia
- 77. Google Analytics Tracking Code 77 #NowWhat17 • @epublishmedia <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXXX-YY', 'auto'); ga('send', 'pageview'); </script>
- 78. Not tracked by default • File downloads • Outbound links • In-page events • Flash animation • YouTube videos 78 • Visitor types / labels • Segmenting visitors • Error messages • Internal site-search usage #NowWhat17 • @epublishmedia
- 79. <a href="/academics/student-handbook.pdf" onclick="javascript:_gaq.push(['_trackPageview', '/downloads/pdf/student-handbook.pdf']);">Student Handbook (PDF)</a> Creating a virtual pageview 79 #NowWhat17 • @epublishmedia (the old way)
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- 85. #NowWhat17 • @epublishmedia Conversions Conversion rate search 15 3% display 10 1.5% email 6 1.3% social 4 0.8%
- 86. Conversions Conversion rate search 15 3% display 10 1.5% email 6 1.3% social 4 0.8% #NowWhat17 • @epublishmedia
- 87. Types of goals Destination Goal completed when visitor views defined URL Event Goal completed when visitor takes a predefined action Time on site Goal completed when visitor spends X amount of time on site Pages / visit Goal completed when visitor views X number of pages on site User Action User Action User ENGAGEMENT User ENGAGEMENT #NowWhat17 • @epublishmedia
- 88. Types of goals Destination View newsletter sign-up form confirmation page Event Watch promotional video Time on site Spend more than 2 minutes on your website during a session Pages / visit View 3+ product pages on your website during a session #NowWhat17 • @epublishmedia
- 89. Goals: don’t forget... • Any online action can be a goal • Visitors can only convert once per visit, per goal 89 #NowWhat17 • @epublishmedia
- 90. Micro and macro conversions Micro goal Newsletter signup Micro goal Micro goal Macro goal attend a webinar Submit inquiry form Purchase product #NowWhat17 • @epublishmedia
- 100. 100 Default segments • All visits • New visitors • Returning visitors • Paid search traffic • Non-paid search traffic • Search traffic • Direct traffic • Referral traffic • Visits with conversions • Visits with transactions • Mobile traffic • Non-bounce visits #NowWhat17 • @epublishmedia
- 101. 101 Sample custom segments • Visits without conversions • Unengaged users • Highly engaged users • Social media visits • Non social media visits • Leads #NowWhat17 • @epublishmedia
- 102. 102 Other segment ideas • Date and time • Device • Marketing channel • Geography • Repeat customers vs. first-time customers #NowWhat17 • @epublishmedia
- 104. Reporting
- 105. Custom Reports & Dashboards
- 106. 106 Source: http://www.kaushik.net/avinash/leverage-custom-web-analytics-reports-insights/ #NowWhat17 • @epublishmedia
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- 111. 111 Great, but… Why should I care? What should I do? What does this mean for the business? #NowWhat17 • @epublishmedia
- 114. Being data driven is for bots. Be data informed! “ 114 Gianluca Fiorelli SEO & Inbound Strategist, Moz #NowWhat17 • @epublishmedia
- 115. 115 What’s your story? • Who is your audience? What do they care about? • What's working, what's not? (What does this data mean?) • How will this impact the business? • What are the story themes? (What are the trends?) • What are the gaps in our story? (What don't we know?) • What actions should be taken? analytics V
- 116. 116 Analytics storytelling tips • Know your audience • Focus on a few meaningful themes that relate analytics insights to business objectives • Use data with purpose and cut irrelevant information • Use the most effective medium (presentation, PDF, video, email) • Use images to help illustrate and simplify your findings #NowWhat17 • @epublishmedia
- 117. If you can’t explain it simply, you don’t understand it well enough. “ 117 Albert Einstein Smart guy #NowWhat17 • @epublishmedia
- 118. 118 Analytics story outline 1. Here’s where we were… 2. Then we changed x… 3. Here’s what happened… 4. Here’s what we should do next… What does your audience care about? #NowWhat17 • @epublishmedia
- 119. 119 Your turn!
- 120. Rick Allen ePublish Media, Inc. rallen@epublishmedia.com www.epublishmedia.com Thanks!