Measure Your Success on the Web

A Discussion About Analytics

Transcript

1. 1 Measure Your Success on the Web A Discussion About Analytics Ryan Dellolio The George Washington University
2. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2 Analytics Marketshare Tool edu Marketshare Google Analytics 96.60% Omniture 2.40% Quantcast 1.40% Urchin 1.30% HubSpot 1.20% Webtrends 1.20% StatCounter 1.00% 96% of the .edu web presence has Google Analytics installed Source: Q-Success/W3Techs
3. Outline • Basic tracking methodology • 3 common pitfalls • Key new features • Other tools COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 3
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5. Pageview Visit
7. 1 - You’re only as good as what you track • Are your pageviews comprehensive? • Are your bounces genuine? • Is your ‘time on site’ skewed? Certain pages may not be tracked. Encourage IT to audit and correct. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 7
8. 2 – Traffic sources can often miss crucial trends • Traffic sources are a best-faith effort • Consider the following scenario – User finds page through Google, and browses the site. – They return later. – These are 2 visits, only one is considered “Google referred” traffic. Take this into consideration. Use campaigns and goals where possible. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 8
9. Web traffic due to E-Newsletter No campaigns Using campaigns
10. Goals
11. Missing the cookie? • How it is interpreted – This is first time you’ve been here – This is a new visit • How might you lose the cookie? – Browser cleared – New browser – Different computer – Desktop-to-mobile, mobile-to-desktop COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 11
12. 3 – Metrics aren’t always indicators • Measures vs. metrics vs. indicators • Don’t always tell whole story • Use to inform decisions • Sampling COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 12
13. Key new features • “Multi-Channel Funnels” with goals – Towards solving the cookie problem • Real time – Watch stories trend live and react – Gauge interest instantly • Social Engagement COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 13
15. 4 tools to watch • NewsBeat, for better social media integration • Wistia, for video analytics COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 15
16. 4 tools to watch • Quantcast, for demographics • Localytics, for app analytics COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 16
17. Contact Ryan Dellolio Director of Web Services The George Washington University Columbian College of Arts and Sciences ryan@gwu.edu 202-994-5497 COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 17