Using digital analytics to assess the real world
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Transcript of Using digital analytics to assess the real world
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Using Digital Analytics to Assess the Real World
Tabatha FarneyDirector of Web Services & Emerging TechUniversity of Colorado Colorado Springs@sharebrarian | [email protected]
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What is digital analytics?
The analysis of digital data from your online presence.
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Defining the Online Presence
Library WebsitesSearch Tools
Electronic Resources
Social MediaEmail
brick and mortar online
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“Goal,” Blue Diamond Gallery, http://www.thebluediamondgallery.com/scrabble/images/goal.jpg
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The toolsThere isn’t one tool to rule them all.
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Digital analytics features include:• Campaign URLs• Measurement Protocol
• Custom metrics and dimensions • Uploading data sets
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• Free• Combines data from Google
Analytics, Google Spreadsheets, and other data sources
• Sharable and easy to update
• Limited to 5 reports• Difficult to integrate data
sources in one chart
• Beta and bugs
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“Link Humans,” Flickr, https://www.flickr.com/photos/linkhumans/17362908918
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Digital Analytics for Library Staffing
“Collaboration Space,” Kraemer Family Library, University of Colorado Colorado Springs, https://www.flickr.com/photos/27640054@N08/26253986013
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Focus on the reference desk“Reference Desk,” Kraemer Family Library, University of Colorado Colorado Springs, https://www.flickr.com/photos/27640054@N08/with/18275542498/
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Content
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Websites• Library website
Filters• Hour• Staffed vs Non-
staffed hours
Metrics• Sessions • Pageviews • Content groups• User actions
Data
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GA CustomizationsEvent Tracking• Used Google Tag Manager• Track outbound links,
downloads, emails, searches, form submissions, chat
Content Groups• Admin feature• Categorized content
in large groups
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Report
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1. Wasn’t a significant change in content usage between staffed and non-staffed hours
2. Repeat analysis in search tools
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Digital Analytics for Assessing Instruction
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Websites• LibGuides (online
guides)
Filters• Pagetitle• Guide Title
Metrics• Sessions • Users• Returning Users• Pageviews • User actions
• Search terms• Outbound links
• User rating• User comments
Data
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GA CustomizationsEvent Tracking• Used Google Tag Manager• Track outbound links,
searches, form submissions
Google Forms• Import data into GDS• Averaged user
rating metric
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Report
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Results• Guide editors love the data
• Want instruction date metric and quiz data
“Mario’s Flag,” Banjo2015, Deviant Art, http://img11.deviantart.net/cb81/i/2015/319/7/d/mario_s_flag_by_banjo2015-d9gr95f.png
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Digital Analytics for E-Resources
Discoverability
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Websites• Library website• Discovery service• LibGuides• Catalog
Filters• Electronic resource
clicks
Metrics• Sessions • Users • Click-through rate• Cost per click• Electronic resource
clicks
Data
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GA CustomizationsEvent Tracking• Yes, again…
Calculated metrics • Click-through rate • Cost per click
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Report
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LimitationsTreats all clicks the same
“Doh,” QuotesGram, https://quotesgram.com/homer-simpson-quotes-doh/
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ResultsGreater emphasis on discovery service and website
“Woohoo,” Clipart Panda, http://www.clipartpanda.com/categories/simpson-clip-art
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MarketingGoal: Understanding the most effective means of marketing library programs
Data• Campaign URLs for all marketing links (social media, emails,
digital signage)• Library program metadata• User Feedback (online form)
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Collection Development
• Failed search data• Search queries
• Coding the data
“Library books,” CCAC North Library, Flickr, https://www.flickr.com/photos/ccacnorthlib/4131076475
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Additional Resources• Farney, Tabatha. “Google Analytics and Google Tag Manager,” Library
Technology Reports. 52.7 (October 2016).• Google Analytics Academy, https://analyticsacademy.withgoogle.com/ • Kaushik, Avinash, Occam’s Razor, http://www.kaushik.net/avinash/