WEB ANALYTICS 101. Mandarin Chinese. Spanish. Hindi. Web Analytics... Insights from Web Analytics Demystified
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1 WEB ANALYTICS 101 Mandarin Chinese. Spanish. Hindi. Web Analytics... Insights from Web Analytics Demystified
2 WEB ANALYTICS DEMYSTIFIED Strategic Digital Measurement Consulting Former Industry Analysts (JupiterResearch, Forrester) More than 20 years of experience in digital measurement Clients are typically large Enterprise Usually global, nearly all market leaders Looking to accelerate insights Governance and strategy development, staffing support, vendor selection,... 2
3 ANALYSIS EXCHANGE The Analysis Exchange is a global effort to provide free web analysis to help nonprofits increase donations and drive volunteer engagement through online channels Managed by the most respected names in digital measurement The Analysis Exchange online at exchange.com 3
4 WHY PARTICIPATE IN THE EXCHANGE? On average only a small percentage of visitors to nonprofits make any kind of donation Web analytics provides insights that can: Increase donations Improve lead gathering Drive engagement The Analysis Exchange online at exchange.com 4
5 THE NONPROFIT CHALLENGE Most nonprofits don t have the time or resources to take advantage of web analytics systems like Google Analytics Without focus these systems provide little tangible value While easy to deploy, their use is often more complicated The Analysis Exchange online at exchange.com 5
6 THE NONPROFIT OPPORTUNITY The web analytics community has thousands of individuals looking to gain experience in the field Students Displaced workers Individuals looking for a change The Analysis Exchange online at exchange.com 6
7 THE NONPROFIT OPPORTUNITY The web analytics community also has thousands of experienced professionals willing to help nonprofits by donating their time Most with 5+ years experience All over the world All willing to help The Analysis Exchange online at exchange.com 7
8 CONNECT THROUGH THE EXCHANGE The Analysis Exchange connects: Nonprofits needing web analytics support with Students needing valuable experience with Mentors providing guidance The Analysis Exchange online at exchange.com 8
9 WHAT DOES THE EXCHANGE COST? The Analysis Exchange is COMPLETELY FREE No money changes hands No ongoing commitment No contracts, no bills Why? Simple! We believe that helping nonprofits is an excellent thing to do The Analysis Exchange online at exchange.com 9
10 WHO HAS ALREADY PARTICIPATED? The Analysis Exchange online at exchange.com 10
11 CASE STUDY: CHARITY: WATER Project Objective Assessment of charity:water s existing analytics implementation and recommendations of improvements to lay a foundation for best practice online measurement. Value the Analysis Exchange provided Our skilled mentor and enthusiastic student did a great in-depth study of our analytics implementation, and provided us with a clear, concise and detailed report outlining what our tech group needed to do to perfect our analytics implementation. The Analysis Exchange online at exchange.com 11
12 CASE STUDY: CHARITY: WATER Nonprofit Point of View If you work with a non-profit and you re not using the Analysis Exchange you re missing one of the best opportunities to improve your digital marketing. This is an easy and simple way to improve your online measurement, web analytics and wider digital marketing strategy. charity: water will always be doing an Analysis Exchange project every time we complete one, we ll start another. Paull Young, Director of Digital, charity:water The Analysis Exchange online at exchange.com 12
13 CASE STUDY: HOLOCAUST MUSEUM Project Objective To look at the mobile device traffic to the Museum s Web site to see what people were viewing, to analyze the traffic, and provide recommendations. Value the Analysis Exchange provided The Museum received a project that analyzed their mobile traffic with live data and gave solid recommendations for future improvement. The Analysis Exchange online at exchange.com 13
14 CASE STUDY: HOLOCAUST MUSEUM Nonprofit Point of View The Analysis Exchange allowed me to provide analysis for the Museum s mobile device traffic a project that I would not normally have time to do. I found that the analysis provided was directly relevant to what we were doing and can help us shape future decisions about content for our site for mobile users Christine Sonnabend, Project Manager, Holocaust Museum The Analysis Exchange online at exchange.com 14
15 HOW DOES THE EXCHANGE WORK? Create an Account Create a Project Find a Project Sign Up Accept Participants Support Students Conduct Analysis Present Results The Analysis Exchange online at exchange.com 15
16 HOW DOES THE EXCHANGE WORK? Analysis Exchange is a five step process 1. Create an account 2. Create a project 3. Review and select participants 4. Let the team work for you 5. Review your results The Analysis Exchange online at exchange.com 16
17 STEP 1: CREATE AN ACCOUNT The Analysis Exchange online at exchange.com 17
18 STEP 2: CREATE A PROJECT The Analysis Exchange online at exchange.com 18
19 STEP 3: SELECT PARTICIPANTS The Analysis Exchange online at exchange.com 19
20 STEP 4: LET THE TEAM WORK The Analysis Exchange online at exchange.com 20
21 STEP 5: REVIEW YOUR RESULTS! The Analysis Exchange online at exchange.com 21
22 HOW LONG DOES IT ALL TAKE? Total time for nonprofits? About 3 hours Nonprofit Project Tasks Create An Account Create A Project Select Participants Project Kickoff Call Review Your Results Evaluations Estimated Time 5 Minutes 5 Minutes 30 Minutes 30 Minutes 60 Minutes 30 Minutes The Analysis Exchange online at exchange.com 22
23 READY TO GET STARTED? Four easy ways to get started: 1. Go to us at 3. Tweet to us We hope to see your project soon! The Analysis Exchange online at exchange.com 23
24 WEB ANALYTICS 101 Mandarin Chinese. Spanish. Hindi. Web Analytics... Insights from Web Analytics Demystified
25 WEB ANALYTICS IS LIKE MAGIC! * 25
26 * EXCEPT IT S NOT, REALLY... Web Analytics is like anything else and takes real effort to create real benefit Some small gains come easy... Long term benefits require investment... Investment in people, process, sometimes technology,... Let s explore what s involved! 26
27 WHAT IS WEB ANALYTICS? Web analytics is the study of the behavior of website visitors. In a commercial context, web analytics especially refers to the use of data collected from a web site to determine which aspects of the website work towards the business objectives; for example, which landing pages encourage people to make a purchase. 27
28 WHAT IS WEB ANALYTICS... Web analytics is the assessment of a variety of data, including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create a generalized understanding of the visitor experience online. 28
29 WEB ANALYTICS TERMINOLOGY Lots of specialized terms: Page Views Visits Visitors (Unique Visitors) Events Referrers Goals 29
30 WEB ANALYTICS REQUIREMENTS? There are three basic requirements to succeed with web analytics: people, process, and technology No shortcuts No substitutions Nothing else works 30
31 YOUR ANALYTICAL NEEDS 31
32 WHAT DOES THIS MEAN? VALUE VOLUME 32
33 IMPORTANT TO KEEP IN MIND EFFORT 33
34 MOST NONPROFITS HAVE... 34
35 THE EFFORT ACTUALLY NEEDS... 35
36 THE REAL VALUE... 36
37 STAFFING, CIRCA
38 STAFFING, CIRCA
39 THE WEB ANALYTICS TEAM 39
40 ANALYSIS EXCHANGE: VIRTUAL TEAM! Keep in mind that the Analysis Exchange can serve as a virtual team for your effort Help you to prove the value of dedicated resources Lets you demonstrate the value of insights first Totally free service from Web Analytics Demystified Go to for more information 40
41 WEB ANALYTICS TECHNOLOGY 41
42 WEB ANALYTICS TECHNOLOGY... 42
43 WEB ANALYTICS TECHNOLOGY... 43
44 WEB ANALYTICS TECHNOLOGY... 44
45 WEB ANALYTICS TECHNOLOGY... 45
46 GOOGLE ANALYTICS 46
47 GOOGLE ANALYTICS... 47
48 GOOGLE ANALYTICS... 48
49 GOOGLE ANALYTICS... 49
50 OTHER TECHNOLOGY Two broad categories of analytics tools you should also look at: Voice of Customer and Customer Experience Management VOC: ForeSee, OpinionLab, Kampyle, 4Q,... CEM: ClickTale, CrazyEgg, Tealeaf,... 50
51 WHO SHOULD NONPROFITS USE? Easy. 95% should use Google Analytics Free and mostly awesome! Super easy to start and learn Well supported by broad community Basis for Analysis Exchange! 5% should use a paid solution 51
52 52
53 PARTING THOUGHTS Web analytics is awesome! Web analytics is a requirement if you are focused on the Internet and Internet marketing People, process, and technology You can augment your people with Analysis Exchange! 53
54 Eric T. Peterson Senior Partner, Web Analytics Demystified (503) Insights from Web Analytics Demystified
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