Data Data Everywhere: Drowning in a Sea of Analytics
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Transcript of Data Data Everywhere: Drowning in a Sea of Analytics
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2010 Technology Conference & ExpoData Data Everywhere
Dec 15, 201010:30 – 11:45 a.m.
HugTag: #tech10 tg2
Marissa Goldsmith
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Part I:
Rethinking Your Numbers
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Step Away from the Numbers• Analytics has so much to
offer, but sometimes it's too much.– FIRST, define success– THEN, figure out the numbers
that will support your success. • You’ll find there’s a lot of
numbers you really don’t need to look at too much.
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Our professional membership organization offers special online tools to our paying members.
Our site is successful because we had 10,000 visitors in January, and then 12,000 in February.
QUIZ: What’s Wrong?
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We are a large association, and we are having a big conference next month.
I had 2,534 visitors to my Web site on Monday, but only 2,510 on Tuesday. What’s wrong?
QUIZ: What’s Wrong?
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One of our benefits is offering our members online training videos to view.
Yesterday, my video had 100 page views and a time on page of 10 seconds. Today, it only had 50, but a time on site of 15 minutes. So it's doing much better today.
QUIZ: What’s Wrong?
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The Right Answers…
We want to move a lot of our offline activities online.
We're doing a good job because:• Online renewals were up 13% this quarter after we
set up that automated renewal email.• 85% of conference registrants registered online.
– But• We’re still having a hard time getting new members
to sign up online. 75% of first-time membership happens offline.
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All your measurements should lead to one of two things
Great Job!
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All your measurements should lead to one of two things
Boo-hoo. Online membership
registrations are down.
Let’s Change Something.
(and use your stats to figure out what)
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Part II – Presenting Those Numbers
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Dashboard reports
– Why I (used to) hate dashboard reports.
(http://www.nten.org/blog/2010/06/24/go-beyond-dashboard-report)
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Challenges of the Dashboard
• Dull to read – Numbers, not stories.
• Tedious to create.• Difficult to understand. • Not everyone cares about
everything.
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Different Strokes for Different Folks
• Not everyone is going to want to see the same dashboard.
• Most people are not mesmerized by Excel Spreadsheets – tell your story.
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These challenges lead to…
• NO ACTION
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Tips for a Less Tedious Dashboard
• NEVER show your board a Google Analytics Dashboard! – Google analytics is easy to use, but it’s still for the expert.
• Stick with some main metrics, but add some fun. • Never leave anything unexplained. • Never just say something is bad. If the numbers say it’s
bad, come up with a solution.• Add Fun Graphics.• Remember – it’s a just dashboard – don’t try to get
every piece of data in there. Let your users know you can get them more if they want more.
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Part III
Making sure you get the right numbers BEFORE you need to report on them.
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All I need to do is copy and paste the code.
It’s easy right?
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WRONG!
You have to plan.
It’s easy, right?
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Pick Your Poison
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Supplement if you need to
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And use what you’ve got!
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And use what you’ve got!
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NO WRAPPER LEFT BEHIND!
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You want analytics to be everywhere!
• So take stock of your tools…– CMS– eCRM– Blog– Community Tools– Online Membership Tools
• And the wrappers in each of them.
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Get to know your tools• Can I add Analytics code myself?• How many templates/wrappers will I need to update when I
add/change analytics?• Can I add my own Javascript code to do special tracking?• Does the CMS add other scripts automatically?• What functions are automated? Will this interfere with my
analytics?• Can I integrate donations/online shopping with an
eCommerce/store analytics module?
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To Script or not to Script…
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Do more than just paste
– Tracking PDFs– Tracking External Links– Other specialized tracking
• Tracking between CMS and CRM pages• Adding information for specialized reporting.
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To Script or not to Script
• How to do specialized scripting:– Write your own script.– Borrow someone else’s – Do a combination of both
• Bind to script libraries:– Jquery– Scriptaculous
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Have fun with filters!
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Do the Test!
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Test like you’ve tested before!
Test for analytics like you would any other functionality.
• Think of the transactions you’re tracking.• Use GAIgnoreMyHits to isolate your particular
visit. • Test each situation.• In some cases wait…and see if the results are
the same.
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Resources:
• Beaconfire Blog – Analytics: http://www.beaconfire.com/blog/category/analytics/• NTEN Article on Dashboards: http://www.nten.org/blog/2010/06/24/go-beyond-dashboard-report• Lunametrics Blog: http://www.lunametrics.com/blog/• Occam’s Razor: http://www.kaushik.net/• Measuring Success: http://www.advanced-web-metrics.com/blog/
• Also – See Brian Clifton’s external tracking script: http://www.advanced-web-metrics.com/blog/2008/06/08/updated-tracking-script-for-gajs/
•VKI Studios: http://blog.vkistudios.com/•Analytics Firefox Plugin: http://www.vkistudios.com/tips-analytics-better-google-analytics
•EpikOne Blog: http://cutroni.com/blog/