#stamats08 - What the Heck Do All These Numbers Mean?

Kyle JamesKyle [email protected]@gmail.com

doteduguru.com doteduguru.com

Points to CoverPoints to Cover

• Building the ArgumentBuilding the Argument• Key Performance Indicators (KPI)Key Performance Indicators (KPI)• Understanding Key TerminologyUnderstanding Key Terminology• All Things Google AnalyticsAll Things Google Analytics• Additional AnalyticsAdditional Analytics• 4 Rules of Analytics4 Rules of Analytics

If a tree falls in a forest and noone is around to hear it, does it

make a sound?

Are you listeningAre you listeningto what your to what your

visitors tell you?visitors tell you?

??How are you How are you making web making web decisions?decisions?

What is the What is the purpose of our purpose of our

website?website?

Alfred SloanAlfred Sloan on a on a

Professional Professional ManagerManager

What is What is Important?Important?

Understanding Analytics Terms

Understood TermsUnderstood Terms

•VisitsVisits•Pages/VisitPages/Visit•Absolute Unique VisitsAbsolute Unique Visits•% New Visits% New Visits•Traffic SourceTraffic Source•Landing PageLanding Page

Misunderstood TermsMisunderstood Terms

•PageviewsPageviews•Avg. Time on SiteAvg. Time on Site•Bounce RateBounce Rate•Exit RateExit Rate•Traffic TypesTraffic Types

PageviewsPageviews

For more Info:For more Info:doteduguru.com/stamats/pageviewsdoteduguru.com/stamats/pageviews

Avg. Time on SiteAvg. Time on Site

Bounce RateBounce RateExit RateExit Rate

Bounce RateBounce Rate Exit RateExit Rate

* a Bounce is always an Exit, but an Exit is not always a Bounce* a Bounce is always an Exit, but an Exit is not always a Bounce

Traffic TypesTraffic Types

BenchmarkingBenchmarking

edurank.nucloud.comedurank.nucloud.com

Website GraderWebsite Grader

For more Info:For more Info:doteduguru.com/stamats/graderdoteduguru.com/stamats/grader

BenchmarkingBenchmarkingGoogle AnalyticsGoogle Analytics

Society -> Education -> Colleges & UniversitiesSociety -> Education -> Colleges & Universities

Types of Clickstream DataTypes of Clickstream Data

• Web LogsWeb Logs• Web BeaconsWeb Beacons• Packet SniffingPacket Sniffing• JavaScript TagsJavaScript Tags

For more Info:For more Info:doteduguru.com/stamats/datatypesdoteduguru.com/stamats/datatypes

Choosing an Analytics PackageChoosing an Analytics Package

For more Info:For more Info:doteduguru.com/stamats/comparedoteduguru.com/stamats/compare

10/90 Rule10/90 Rule

Google Analytics?Google Analytics?

Installing Google AnalyticsInstalling Google Analytics

For more Info:For more Info:doteduguru.com/stamats/gabasicsdoteduguru.com/stamats/gabasics

Installing Google AnalyticsInstalling Google Analytics

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SiteScanhttphttp://www.sitescanga.com/

SiteScanhttphttp://www.sitescanga.com/

WASPWASPhttp://wasp.immeria.net/http://wasp.immeria.net/

Data Overload?Data Overload?

•SegmentSegment•FilterFilter

Google Google Analytics Analytics

ProfileProfile

• Up to 100 ProfilesUp to 100 Profiles

• with www or withoutwith www or without

• Setup Default pageSetup Default page

• Exclude URL QueryExclude URL Query

• Setup Site SearchSetup Site Search

Google Analytics ProfileGoogle Analytics Profile

For more Info:For more Info:doteduguru.com/stamats/gabasicsdoteduguru.com/stamats/gabasics

Standardizing DataStandardizing Data

What’s wrong with this picture?


For more Info:For more Info:doteduguru.com/stamats/filtersdoteduguru.com/stamats/filters


For more Info on URL Canonicalization:For more Info on URL Canonicalization:doteduguru.com/stamats/wwwdoteduguru.com/stamats/www

www.wofford.eduwww.wofford.eduoror

wofford.eduwofford.edu

FilterFilterBecause you don’t Because you don’t

always want always want everythingeverything

Sub-domain Traffic FilterSub-domain Traffic Filter


Including All Domains Traffic FilterIncluding All Domains Traffic Filter


Exclude IP Traffic FilterExclude IP Traffic Filter


Directory FilterDirectory Filter


Country FilterCountry Filter


Full Referral URL FilterFull Referral URL Filter


Tracking and Tracking and TaggingTagging

Destination URL TaggingDestination URL Tagging

For more Info:For more Info:doteduguru.com/stamats/urlbuilderdoteduguru.com/stamats/urlbuilder

http://doteduguru.com/id753-free-destination-url-builder.html?utm_source=stamats&utm_medium=presentation&utm_campaign=conference

Tracking LinksTracking Links

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Tagging Audience SegmentsTagging Audience Segments

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ReportsReports

Site Search ReportSite Search Report

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Keyword ReportKeyword Report

Content by Title ReportContent by Title Report

Referring Sites ReportReferring Sites Report

404 Error Page Report404 Error Page Report

For more Info:For more Info:doteduguru.com/stamats/404doteduguru.com/stamats/404

Wait…Wait…There’s moreThere’s more

Offline CampaignsOffline Campaigns

For more Info:For more Info:doteduguru.com/stamats/redirectsdoteduguru.com/stamats/redirects

For more Info:For more Info:doteduguru.com/stamats/emailstatsdoteduguru.com/stamats/emailstats

For more Info:For more Info:doteduguru.com/stamats/emaildoteduguru.com/stamats/email

BlogsBlogs

For more Info:For more Info:doteduguru.com/stamats/blogsdoteduguru.com/stamats/blogs

RSS StatisticsRSS Statistics

ShareThis TrackingShareThis Tracking

Web Analytics 2.0Web Analytics 2.0

For more Info:For more Info:doteduguru.com/stamats/analytics20doteduguru.com/stamats/analytics20

Ask Your Ask Your AudienceAudience

Social MediaSocial Media

For more Info:For more Info:doteduguru.com/stamats/socialmediaintrodoteduguru.com/stamats/socialmediaintrodoteduguru.com/stamats/socialmediaresearchdoteduguru.com/stamats/socialmediaresearchdoteduguru.com/stamats/socialmediamarketingdoteduguru.com/stamats/socialmediamarketing

Monitor Social Media GrowthMonitor Social Media Growth

For more Info:For more Info:doteduguru.com/stamats/facebookdoteduguru.com/stamats/facebook

Monitor Social Media GrowthMonitor Social Media Growth

For more Info:For more Info:doteduguru.com/stamats/linkedindoteduguru.com/stamats/linkedin

Video AnalyticsVideo Analytics

Monitoring Online Monitoring Online IdentityIdentity

RSS and AlertsRSS and Alerts

For more Info:For more Info:doteduguru.com/stamats/monitordoteduguru.com/stamats/monitor

Viral Viral CampaignsCampaigns

For more Info:For more Info:doteduguru.com/stamats/viraldoteduguru.com/stamats/viral

Web Analytics Rule #1Web Analytics Rule #1“Set Goals”“Set Goals”##

11

Web Analytics Rule #2Web Analytics Rule #2“Always Be Testing”“Always Be Testing”##

22

Web Analytics Web Analytics Rule #3Rule #3

“Don’t get caught “Don’t get caught up in the numbers. up in the numbers.

Look at the Look at the TRENDS”TRENDS”

##33

Web Analytics Rule #4Web Analytics Rule #4“Setup a reporting schedule“Setup a reporting schedule

and track key metrics”and track key metrics”##44

Setting GoalsSetting Goals• X campus visits scheduled a month

• X number of viewbooks downloaded a month

• Lower bounce rate on specific landing page X% over next month

• Get donor email campaign to generate X amount over next month

• Increase our video exposure X% for next month

• Promote and increase presence on a social network by X%

Kyle JamesKyle [email protected]@gmail.com

doteduguru.comdoteduguru.com

QuestionsQuestions?

#stamats08 - What the Heck Do All These Numbers Mean?

Education

Transcript of #stamats08 - What the Heck Do All These Numbers Mean?