Using Web Analytics to Track the Use of Formal and Informal Learning. Walter Wimberly, SunGard Public Sector

Transcription

1 101 Using Web Analytics to Track the Use of Formal and Informal Learning Walter Wimberly, SunGard Public Sector

2 Successfully Measuring the Use of Your elearning Site (An Introduction to Web Analytics) M. Walter Wimberly, III SunGard Public Sector Page 1-49 Page 1

3 What gets measured gets managed. - Peter Drucker Page 2-49 Page 2

4 Analytics is not (just) about numbers Page 3-49 Page 3

5 analytics is about INSIGHT! Page 4-49 Page 4

6 How to we measure traffic to our websites? Page 5-49 Page 5

7 How we started to measure There are two main ways to gather web analytics data Log File Processing Cookie Tracking by awee Page 6-49 Page 6

8 Web Analytics is inherently inaccurate. Don t Panic! It s OK. Page 7-49 Page 7

9 Pop Quiz How many of you use post training evaluations at your organization? Page 8-49 Page 8

10 What We Chose (& Why): Google Analytics Free Hosted on Google Servers No additional load on our servers Easy reporting Allows for multiple users Allows for multiple sites NOTE: Most hosted solutions will have some sort of tracking tool you can use. We ll see how meaningful it can be in a few minutes. Page 9-49 Page 9

11 Signing Up & Setting Up Set Up the Accounts don t worry it s simple Once you have an account, you will want to define 2 things Website Profile this is where you set up your site, and define information you can also have more than one site per account Define Users you can have multiple users be able to directly access reports Page Page 10

12 Setting up your Account Page Page 11

13 Add the Tracking Code Page Page 12

14 Knowing What NOT to Measure measure the right things, and measure them correctly Page Page 13

15 What NOT to Measure - Hits Hits Page Page 14

16 What NOT to Measure - HITS H I T S How Idiots Track Success Avinash Kaushik Chief Google Analytics Evangelist Page Page 15

17 What NOT to Measure Page Views Hits Page Views Just a modification of Hits Page Page 16

18 What NOT to Measure Page Views Hits Page Views Just a modification of Hits Page Page 17

19 Pop Quiz Which is better: The person who views one or two pages and leaves, Or someone to views 20 pages on your site and then leaves? Page Page 18

20 What NOT to Measure Time on Site Hits Page Views Just a modification of Hits Time On Site (by itself) by wwarby Page Page 19

21 Then What is Important?! To Find Out What Helps Your Website Visitors What if your users told you what was important to them? What if you asked them? What if you didn t listen?! The whole idea of Analytics is to find out what they need. Our users tell us, we just have (know how) to listen. Page Page 20

22 Knowing What to Measure measure the right things, and measure them correctly Page Page 21

23 What To Measure Search Terms Built in Search feature for our on-line newsletter. (We run it off of the Wordpress Blogging software.) Page Page 22

24 What To Measure Search Terms An advanced search function which will give the users more choices, and us more information. Google search allows us to search by term, as well as category, and we can define how the categories are chosen. Page Page 23

25 What To Measure Search Terms Search Terms (how they find you, and especially internal search) Page Page 24

26 What To Measure Search Trends Search Terms (and Trends) - filter on a term to get more info, to see if it is trending up/down/or consistent Page Page 25

27 Setting Up Site Search Define your Internal Site Search based upon the URL parameters you want to use. You can also do this through the API (Page Tracking). Also notice your Categories can be from your URL Parameters Page Page 26

28 What To Measure Traffic Sources Search Terms Traffic Source How did they find you Direct Traffic Search Engines Other Websites External Client Internal Cross Reference (help docs, etc) Page Page 27

29 What To Measure Exit/Bounce Rates Search Terms Traffic Source Exit Pages & Page Bounce Rate Page Page 28

30 Advanced Measurements Page Page 29

31 Advanced Measurements Campaigns Things we do to drive people to the site High Level What type of Campaign Page Page 30

32 Advanced Measurements Campaigns Things we do to drive people to the site Source Which Campaign, and which Iteration of that Campaign Page Page 31

33 Advanced Measurements Campaigns Goals Getting people to do what we want them to, and apply a $$$ value to that how much more profitable/cost saving is the training your performing. Can you show the dollar value of your local wiki? Page Page 32

34 Advanced Measurements Campaigns Goals Pages People Get Stuck / Trapped on They stay too long for what the page is, and/or exit the website once they view this page potentially out of confusion/frustration by Waldo#4 Page Page 33

35 Advanced Measurements Campaigns Goals Pages People Get Stuck / Trapped Pages to Optimize (speed, usability, etc) by twm1340 Users expect fast websites. Can you use analytics to determine what pages you need to focus on improving the performance based upon the number of people which have to visit that page? By making your site faster, you improve the perception of your site, and the amount that it is used! Page Page 34

36 Advanced Measurements Campaigns Goals Pages People Get Stuck / Trapped Pages to Optimize (speed, usability, etc) Tie Web Analytics Into Other Reports Google now has an API so you can programmatically call data this allows for you to view information from more than one source (if you have a programmer for the API). Page Page 35

37 Advanced Measurements Campaigns Goals Pages People Get Stuck / Trapped Pages to Optimize (speed, usability, etc) Tie Web Analytics Into Other Reports Segmentation - the ability to segment users and run reports based upon those segments. Segment examples include: Geographic Location Marketing Campaign Arrival Source (direct, referral, , etc.) Page Page 36

38 Advanced Measurements Campaigns Goals Pages People Get Stuck / Trapped Pages to Optimize (speed, usability, etc) Tie Web Analytics Into Other Reports Segmentation Auto Reports Why should you have to manually pull them? Page Page 37

39 Advanced Measurements Campaigns Goals Pages People Get Stuck / Trapped Pages to Optimize (speed, usability, etc) Tie Web Analytics Into Other Reports Segmentation Auto Reports Track Non-Webpage Events AJAX events, Flash Playing, Downloads, Links to External Sites This is the easy way to measure LMS interactions into your analytics package. Page Page 38

40 Fun Measurements Page Page 39

41 Fun Measurements Where are my users coming from? Page Page 40

42 Fun Measurements Where are my users coming from? Page Page 41

43 Fun Measurements Where are my users coming from? Browser, Browser Settings and Capabilities, and OS Page Page 42

44 The #1 Take Away Never Stop Asking Why! Page Page 43

45 Questions? Page Page 44

46 Additional Resources Page Page 45

47 Additional Resources Blogs/Websites Occam s Razor - Web Analytics Association - Web Analytics Demystified The Official Google Analytics Blog - Web Metrics Guru Page Page 46

48 Additional Resources Tools Google Web Analytics - Yahoo Web Analytics Web Trends Omiture - Piwik by nickjohnson Page Page 47

49 Additional Resources Books Web Analytics Demystified - By Eric T. Peterson Web Analytics: An Hour A Day ( - By Avinash Kaushik by Amir K. Page Page 48

50 Thank You Walter Wimberly SunGard Public Sector Page Page 49