MEASURING WHAT MATTERS

1. MEASURING WHAT MATTERS Using Analytics to Inform Content Strategy July 2019

2. Jason Hamrick Senior Strategist Phase2 jhamrick@phase2technology.com

3. WHO TRUSTS US.

4. Source: ⓒ Brain Traffic 2018

5. Source: ⓒ Brain Traffic 2018

6. Editorial Questions • What is our editorial mission? • Who are our target audiences? • What is our point of view? • What is our voice and tone? • What brand and language standards do we need to comply with?

7. Source: ⓒ Brain Traffic 2018

8. Process Questions • How will content move through its lifecycle? • What tools will we use to create, deliver, and maintain content? • How and when do we care for our existing content? • Who gets to say “no”? • What standards and metrics will we use to measure our content quality and performance?

9. Is my content strategy working?

10. Digital Measurement Model

11. KPI KPI TARGET SEGMENT REFINE STRATEGY FUNCTIONAL OBJECTIVE ENGAGEMENT STRATEGY

12. Measuring What Matters Functional Objective • What we are trying to achieve for the organization, inside an area Engagement Strategy • Specific strategy employed to accomplish the objective Key Performance Indicator (KPI) • Number that helps us understand how we are doing against the objective • Uncover a baseline, benchmark, and set a realistic target Audience Segment • A group of people or a behavior that can move that KPI

13. Serve Patients and Caregivers Functional Objective • Get patients and caregivers the right information and resources in ways they can understand. Engagement Strategy • Create engaging content in a wide variety of content types that demonstrate the institute’s knowledge Key Performance Indicator (KPI) • Percentage of multi-pageview sessions inside Health Information section Audience Segment • Separate patient persona and caregiver persona

14. A Funding Resource for Researchers Functional Objective • Be the nation’s leading funder of basic and translational research for scientists and laboratories at universities and hospitals nationwide. Engagement Strategy • Provide researchers with comprehensive information about available funding opportunities. Key Performance Indicator (KPI) • Number of external clicks to grants.gov Audience Segment • Segment by lag between FOA posting and first external clicks

15. A Community of Care Functional Objective • Rally a community of support around patients and caregivers through community outreach Engagement Strategy • Provide a community engagement toolkit Key Performance Indicator (KPI) • Percent of visitors who download the engagement toolkit Audience Segment • Segment by number of interactions before download

16. Measurement Lenses

17. Creating the Model

18. Measuring What Matters Functional Objective • Discuss long-term goals - get beyond the next funding cycle Engagement Strategy • Understand your audiences; what are they trying to accomplish? Key Performance Indicator (KPI) • Baseline: Research current value of the metric • Benchmark: Look to peers and comparators • Target: Incremental improvements you can monitor and track Audience Segment • What groups of visitors are important? What visitor behavior is desirable?

19. There is no alternative to an honest conversation

20. Reporting

21. Reporting • Create focused dashboards for different leadership needs • Quarterly reporting on content reach and engagement metrics • Report metrics in key audience segments, not in aggregate • Provide context and relate the metric to the business objective

23. The Role of Visitor Sentiment

24. Why is this important?

25. Is my content strategy working?

26. CONTENT STRATEGY ANALYTICS STRATEGY

27. Shifting Your Strategy • Test hypotheses with A/B testing • Implement personalization strategy inside audience segments • Roll results into content strategy and editorial mission

28. First, focus on the impact you want to have and build your strategy from there.

29. WHAT QUESTIONS DO YOU HAVE?

30. Jason Hamrick Senior Strategist Phase2 jhamrick@phase2technology.com

31. THANK YOU