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Lost in Translation

Lost in Translation. Measuring and Managing GOOD Web Intentions Marilyn Harmacek. MARILYN HARMACEK. Web Analytics: The Basics. What Why How. WEB ANALYTICS. “We don’t analyze websites. We analyze people’s behavior with our content.” The Drum. WEB ANALYTICS - WHAT.

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Lost in Translation

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  1. Lost in Translation Measuring and Managing GOOD Web Intentions Marilyn Harmacek .

  2. MARILYN HARMACEK

  3. Web Analytics: The Basics What Why How

  4. WEB ANALYTICS “We don’t analyze websites. We analyze people’s behavior with our content.” • The Drum

  5. 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

  6. WEB ANALYTICS - WHY • To make your website • More Effective • More Valuable • More Actionable 720.295.0855 www.mhcinfosolutions.com 720.295.0855www.mhcinfosolutions.com

  7. WEB ANALYTICS - HOW • Set Your Goals • Monitor the Site • Analyze the Data • Change for Action

  8. PICKING AN ANALYTICS TOOL WEB ANALYTICS

  9. 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

  10. The Basics – Finding an Analytic Tool • Dashboard • Features • Traffic • Referrals • Stat Intervals • Visitor Details • Tech Support/Help • Cost

  11. GOOGLE ANALYTICS EXAMPLES WEB ANALYTICS

  12. Example: Google Analytics Audience Dashboard Time Frame: October - December 2012

  13. Example - Traffic Sources Dashboard

  14. Example – Visit Duration

  15. Example – Top Level Domains

  16. Example - Mobile Devices

  17. Example - Subscriptions

  18. How to Use Analytics Movement Decides Measurement • User Pathways versus Action Pathways • Measure only what you can Change

  19. Example - Traffic Sources

  20. Social Referrals

  21. Don’t Get Lost in Translation • Inundated with Information • Measure What Matters • Be Careful Interpreting Results

  22. Web Analytics: Case Studies Content Matters

  23. New Report

  24. The Foundation's Investment in Juvenile Justice

  25. Web Analytics: Case Studies Context Matters

  26. Context

  27. Context

  28. Web Analytics: Case Studies Change Matters

  29. Change Matters How Advertisers Made The Super Bowl Power Outage Work For Them - Forbes Twitter Now 10,000 tweets before the lights went on. Analyze that!

  30. Social Networking

  31. Social Networking

  32. Social Networking

  33. Social Networking • It’s More About Relationships than the Metrics • The Metrics help you find the Relationships

  34. In Conclusion What Do YOU need to Remember

  35. WEB ANALYTICS • To make your website • More Effective • More Valuable • More Actionable 720.295.0855 www.mhcinfosolutions.com 720.295.0855www.mhcinfosolutions.com

  36. 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

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