WEB ANALYTICS 101 Mandarin Chinese. Spanish. Hindi. Web Analytics... Insights from Web Analytics Demystified www.webanalyticsdemystified.com
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
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 www.analysis- exchange.com 3
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 www.analysis- exchange.com 4
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 www.analysis- exchange.com 5
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 www.analysis- exchange.com 6
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 www.analysis- exchange.com 7
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 www.analysis- exchange.com 8
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 www.analysis- exchange.com 9
WHO HAS ALREADY PARTICIPATED? The Analysis Exchange online at www.analysis- exchange.com 10
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 www.analysis- exchange.com 11
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 www.analysis- exchange.com 12
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 www.analysis- exchange.com 13
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 www.analysis- exchange.com 14
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 www.analysis- exchange.com 15
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 www.analysis- exchange.com 16
STEP 1: CREATE AN ACCOUNT The Analysis Exchange online at www.analysis- exchange.com 17
STEP 2: CREATE A PROJECT The Analysis Exchange online at www.analysis- exchange.com 18
STEP 3: SELECT PARTICIPANTS The Analysis Exchange online at www.analysis- exchange.com 19
STEP 4: LET THE TEAM WORK The Analysis Exchange online at www.analysis- exchange.com 20
STEP 5: REVIEW YOUR RESULTS! The Analysis Exchange online at www.analysis- exchange.com 21
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 www.analysis- exchange.com 22
READY TO GET STARTED? Four easy ways to get started: 1. Go to www.analysis-exchange.com 2. Email us at wendy.greco@analysis-exchange.com 3. Tweet to us at @analysisxchange We hope to see your project soon! The Analysis Exchange online at www.analysis- exchange.com 23
WEB ANALYTICS 101 Mandarin Chinese. Spanish. Hindi. Web Analytics... Insights from Web Analytics Demystified www.webanalyticsdemystified.com
WEB ANALYTICS IS LIKE MAGIC! * 25
* 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
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
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
WEB ANALYTICS TERMINOLOGY Lots of specialized terms: Page Views Visits Visitors (Unique Visitors) Events Referrers Goals 29
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
YOUR ANALYTICAL NEEDS 31
WHAT DOES THIS MEAN? VALUE VOLUME 32
IMPORTANT TO KEEP IN MIND EFFORT 33
MOST NONPROFITS HAVE... 34
THE EFFORT ACTUALLY NEEDS... 35
THE REAL VALUE... 36
STAFFING, CIRCA 2004 37
STAFFING, CIRCA 2010 38
THE WEB ANALYTICS TEAM 39
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 www.analysis-exchange.com for more information 40
WEB ANALYTICS TECHNOLOGY 41
WEB ANALYTICS TECHNOLOGY... 42
WEB ANALYTICS TECHNOLOGY... 43
WEB ANALYTICS TECHNOLOGY... 44
WEB ANALYTICS TECHNOLOGY... 45
GOOGLE ANALYTICS 46
GOOGLE ANALYTICS... 47
GOOGLE ANALYTICS... 48
GOOGLE ANALYTICS... 49
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
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
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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
Eric T. Peterson Senior Partner, Web Analytics Demystified eric.peterson@webanalyticsdemystified.com (503) 282-2601 or @erictpeterson Insights from Web Analytics Demystified www.webanalyticsdemystified.com