JOHN ONION UPRISEUP.CO.UK & BERTIE BOSRÉDON BERTIE.FR Looking beyond page views
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JOHN ONION U P R I S E U P . C O . U K
&
BERTIE BOSRÉDON B E R T I E . F R
Looking beyond page views
John Bertie
10 years agency, 4 charity
Search engine marketing
Online advertising
Fundraising and digital
marketing consultancy
About us
11 years in charities
Digital strategy
Social Media
Training/workshop
We will cover
Digital revolution
About Google Analytics
Setting up objectives
Measuring objectives
A good report
Digital revolution
organisation
Monarchy
Digital revolution
Website team
Showcase some numbers
Board
No context
No learning
Digital revolution
Democracy
Digital revolution
A few metrics
Understand behaviour
Learn
Built accordingly
Digital revolution
Digital revolution
A complex landscape: website, social media, 3rd party…
CRM integrate
Gathering data
Analysing
Developing journeys
About Google Analytics
"I know half my advertising isn't working, I just don't know which half.“
William Lever (probably)
Google Does!
About Google Analytics
Where Analytics came from
How it works
What it does
Take care with the analysis!
About Google Analytics
Where Analytics came from
Developed from Urchin
Bought by Google in 2005
Latest update April 2011: Multiple Dashboards
More custom reports
Real time analytics
Attribution modeling
About Google Analytics
How it works
Tracking code on page
User identified by cookies and journey recorded
Events, goals then programmed into Analytics
About Google Analytics
What it does:
• Audience
• Advertising
• Traffic
• Content performance
• Conversions
About Google Analytics
Take care!
Understand the language Unique Visitors
Hits
Page impression
Make sure the tracking is working
Are figures estimated?
About Google Analytics
Your Analytics journey
http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp
Setting up objectives
What are you measuring?
Setting up objectives
Increasing pages views
Increasing visits
Increasing visitors
Reducing bounce rate
Increasing time on site
Setting up objectives
Who are your audiences 3 top audiences
What are your primary purposes 2-3 objectives
5 whys
Behaviour supporting goals donations, downloads, visit
from social media on a day of the event, etc.
Measuring objectives
Translate indicators into goals
Select 3 KPIs
The ‘So What’ test*
The REAN Framework**
•http://www.kaushik.net/avinash/kill-useless-web-metrics-apply-so-what-test/ •*www.blackbeak.com/2008/01/29/measuring-online-engagement-re-visited-and-introducing-the-rean-model/
Measuring objectives
R - Reach The channels that have attracted people and how you raise awareness. E - Engage How people interact with your business A - Activate Preferred action taken on your site (donation?) N - Nurture Retaining and re-engaging with supporters
The REAN Framework:
Measuring objectives
Two main types of goals •Visit to page (thank you) •Event Handlers:
•Form fields •Videos •Downloads
Issues •Off-site goals (3rd party payment system) •Multiple goals recording the same data
Creating goals in Analytics:
Measuring objectives
Checklist: Filters
Internal IP
Cross Domain/Subdomain Tracking
Adwords
Autotagging and linked to Analytics
A good report
Audience report
Engagement
Campaigns
Benchmark
Recommendations
Key steps
Understand basic
Set up goals, funnels
Track links with campaign data
Customise dashboard
Report and share
Questions
John Onion [email protected]
Bertie Bosrédon
Photos credit: Time Inc. Life magazine Archive, AFP, and personal
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