1. You Can’t Manage What You Can’t Measure:Using Analytics to Improve Web Performance CJ Cunniff & Matt Arnold

3. JavaScript/XML programming, JQUERY, MOOTOOLS, AJAX and Flash Development

4. 7 years working in higher education

6. Has led interactive strategy

7. 7 years higher education experience

8. Master’s thesis focused on computer augmented group decision-making

9. Role: What you should do and why!Matt Arnold Director, Interactive Media Strategy

10. Google Analytics Qualified CJ Cunniff Director, Interactive Media Production Google Analytics Qualified Matt Arnold Director, Interactive Media Strategy

11. Fundamentals: Analytics Defined Impress Your Boss Version Understandable Version Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Wikipedia Web Analytics is the measurement of what is really happening on your site.

12. Abandonment: Falling out of the funnel in three frames

13. Point of View With competing priorities and greater scrutiny on marketing budgets, it is imperative that institutions realize how their web presence is performing. The best way to understand ROI and drive continuous improvement is through the effective use of web analytics.

14. Goals Benefits Fundamentals/Overview of Analytics Holistic Approach Making Things Actionable Tips, Tricks & Recommendations Discussion / Q&A

15. Fundamentals: Other Definitions Hits A hit occurs any time a single file is transferred and is now a generally useless measure. A page with 4 images would count as 5 hits in a single page view. Page Views A page view occurs any time a single page loads and the analytics JavaScript runs. Unique Visitor A unique visitor will only be counted once for a given period of time. Visit A visit starts when a unique visitor opens a website and ends when they move on to another website. One unique visitor can make many visits to a website. Funnel The path that you expect (or want) a visitor to take to complete an action. This could be the form pages needed to complete an application for example.

16. Benefits Understanding the true state of your integrated marketing campaign Obtaining better customer insights Overall time savings More effective use of marketingdollars Ability to show Return on Investment for any level of marketing you decide to track Continuous Improvement

18. Fundamentals: Tracking Track your funnel. Know all of the metrics at each of the friction points. Assign cost to each stage of the funnel.

19. Fundamentals:Focus Avoid paralysis by analysis. Establish key metrics to observe on regular basis and use for optimization.

20. Fundamentals: Automate Use tools to diagnose opportunities and threats, and save time developing and managing your efforts.

25. Organizational Development

26. Training

27. Change Management

28. Communication

30. Requirements

33. The Hub And Spoke Method: The Spoke The spokes are the different business units, areas or competences that your organization has. The job of the hub is to supply the spokes with the information they need via processes designed to get the most out of the tools.. More information on The Hub and Spoke model can be found in “The Cult of Analytics”

34. The Chasms (per Forrester Research) Investment Staffing Action

35. People/Institutions Attending SIM Tech

36. People/Institutions using analytics

37. People/Institutions using Google Analytics

38. People/Institutions spending time with Google Analytics to understand more than number of visits or bounce rate

40. What to Collect Start with what’s important to the institution?

41. Making Things Actionable: Determine What Data to Collect: KPI Prioritization: What type of metrics have the most potential Keep your focus. Focus on what is important to your site/industry. Focus your limited resources. Sit down and match up your report to your priorities.

42. Goals & objectives change the shape of the funnel

45. Tracking $Index

46. Estimating Actionable ValuesGoal

48. They can get everything they need from the homepage.

49. This confuses and angers me. They’ll most likely abandon. They can get everything they need from the homepage.

50. Entering Leaving Goal

51. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events. Likelihood of Converting Value $2000 Matriculate

52. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events. Likelihood of Converting Value 30% (Apply to Accept) $420 70% (Accept to Matriculate) $1,400 $2000 Matriculate

53. Value of Matriculated StudentHow to Determine Value of Non-ecommerce Events. Likelihood of Converting Value 1% (Open email) $.0021 2% (Click through to site) $.21 5% (Info Request lead to visit) $10.50 50% (Campus Visit to Apply) $210 30% (Apply to Accept) $420 70% (Accept to Matriculate) $1,400 $2000 Matriculate

55. Graduate

56. Donate

57. Will70% (Accept to Matriculate) $1,400 $2000 Matriculate

58. Play Nice Website Goals User Goals Institutional Goals

59. Making Things Actionable: Collecting Data Radio Television Print Web Analytics Collection

60. Making Things Actionable: Collecting Data Youraddress.edu/radio Youraddress.edu/tv Radio Television Print Web Youraddress.edu/web Youraddress.edu/print Analytics Collection

61. Making Things Actionable: make data consumable Core goals? Extended funnel abandonment? Movement towards or away from business goals? Changes to the funnel? Are we comparing apples to oranges? Annotations are key

62. Correlation does not equal causation.

63. Making Things Actionable: Check for Erroneous Assumptions Drowning Shark Attacks Boating Accidents Ice cream is obviously EVIL Ice cream consumed Ice cream consumed Ice cream consumed

64. Making Things Actionable: Check for Erroneous Assumptions Drowning Shark Attacks Boating Accidents Shark Attacks Drowning Boating Accidents Actual Causality Ice cream consumed Ice cream consumed Ice cream consumed High Temp of the Day High Temp of the Day High Temp of the Day

65. Making Things Actionable Interesting alone is not actionable Determine what can be improved? Determine the value of various traffic drivers & focus on improving value and conversions.

66. Analytics: Reporting and Dashboards

67. Inspire your audience We now know what people are tending to do and what we want them to do. We now know the gap between desired state and current state. The next step is to increase engagement with our audience to further enhance our KPI results and improve ROI. Use informative titles in reports

68. Rinse and Repeat The work of a good analytics campaign is never complete. Once we have made some changes and have seen some improvement we will need to start the process over.

69. Tips / Tricks: Resources Sites Google’s Web Analytics IQ Occam’s Razor – Avinash’s Blog Web Analytics Association Books Web Analytics an Hour a Day Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Cult of Analytics Actionable Analytics

70. Tips/Tricks: People Assigning roles and responsibilities Ongoing training sessions – give them the skills to analyze and interpret the data Time Management How often Automation When to research

71. Tips/Tricks: Process Define problems & do a GAP analysis Set up $indexing to define and measure the solution Use “The 3x3 Matrix Approach” to get started

72. What Is $Index & How Can It Help?

73. The 3 x 3 Grid as a Starting Point to making things actionable

74. Tips/Tricks: Tools

75. Annotations Annotations will also show up on the graphs

76. Annotations Annotations will also show up on the graphs The annotations box is closed by default. Click this button under a graph to open it For something of particular importanceplace a star.

77. Funnel Reporting With Goals

78. A/B Testing With Google Website Optimizer Determine a lowor a high traffic pageto be tested based on aKPI Create multiple versionsof the page Define the goal landingpage Track for a minimum ofa few hundred hits Implement the best ranked solution

79. Wrap Up Holistic: people, process, and tools Progress, not perfection – commit to continuous improvement Transform data into information and knowledge Love results, not channels Know what’s producing and what’s worth doing Set up goals and funnels in your analytics program Be data-driven

80. Questions

81. The Bonus Free 30 Minute Consultations Given to The First 15 Registrants at: http://www.stamats.com/analytics (This presentation and links to the resources referenced are also available)