A session I delivered at Students' Unions 2013 - a national conference for students' union staff and officers. There isn't masses of information on each slide - I'm not a '27 bullet points in a small font on each slide' sort of person - but hopefully you can follow my points.
29. Digital review
Usage across the year
Pageviews, bounce rate etc
Most viewed content
Navigation path
Source, e.g. referrals
Search terms
Facebook like sources
Reach/engaged users/
talking about this on Facebook
49. Have you voted yet?
Only 6 hours left to
vote yes or no in the
referenda
Only 6 hours left to
vote yes or no in the
referenda
Subject line split test 1
Each sent to ~5800 subscribers
50. Have you voted yet?
Only 6 hours left to
vote yes or no in the
referenda
•0.9% clicked
•11.9% opened
Only 6 hours left to
vote yes or no in the
referenda
•1.2% clicked
•13% opened
Subject line split test 1
Each sent to ~5800 subscribers
52. Subject line split test 2
Each sent to ~6000 subscribers
Don't miss your
chance to have your
say at Sussex,
{name}
Take two minutes to
choose who will
represent you at
Sussex, {name}
53. Don't miss your
chance to have your
say at Sussex,
{name}
•1.5% clicked
•17.7% opened
Take two minutes to
choose who will
represent you at
Sussex, {name}
•2.4% clicked
•17.7% opened
At one point, we were getting
by changing a few words
TWICE AS MANY VOTES
Links to open & select appropriate date rangesAnalytics accounts- https://www.google.com/analytics/web/?hl=en&pli=1#home/a37189024w65494609p67297135/Dashboard (all traffic) - https://www.google.com/analytics/web/?hl=en&pli=1#dashboard/gv-0fxCgQBWx8k7pS5JWBA/a258929w1532382p1536063/Dashboard (volunteering) - https://www.google.com/analytics/web/?hl=en&pli=1#dashboard/96CAO5mWSEiRIj8Cxa3Vuw/a258929w1532382p73392054/Example of advanced segmentsCampaigns - https://www.google.com/analytics/web/?hl=en&pli=1#report/trafficsources-campaigns/a258929w1532382p1536063/
If you get why this slide relates to data you’ll be fine
Will coverMeasurement tools
Principally Google analytics
How to use it
About me
About Sussex
Web, social media, research + democratic engagement
A few caveats
Don’t only rely on numbers
Numbers help us *guess* behaviour and motivation
Cause/effect – does not show full intention, we can only guess
The information you get is an indicator and should not be the goal, e.g. number of Facebook likes
We’re not experts
Why measure?
Some reasons (some good, some bad)This is bad – if you don’t measure the ROI of your phone/email/posters, why the ROI of another communications channel?
Some reasons (some good, some bad)This is bad if you use things like Facebook likes as goals (KPIs should be indicators but are usually used as targets)
Some reasons (some good, some bad)This isn’t great
Some reasons (some good, some bad)I applaud your geekiness
I think it should be for testing and learning
Google Analytics
Quick poll in the room to see who is a Google Analytics user and at what level
We can learn things like this
Can see data about how people use our content
Peaks in usage;- Freshers Week events announced- Elections- ElectionsReferendaOther statsPopular content
Now seamlessly going to some real live examples...Advanced segments View & compare info in useful ways, e.g. social media, sportFilters Bigger & better, let you compare & share just specific data Good to exclude internal trafficDashboards These can be emailed automatically – good way to keep colleagues updated
Digital review process at SussexWeb & social media
Look at these metricsInform & educate colleagues
A closer look at an example (sport)
Tagging links to measure our communications work
This is a link with tags
Exploring the ‘campaign’ section – source, medium & campaignPlus filter & advanced segment
Why is this useful?
Shows visits from Jun 2012 to July 2013Blue = my social mediaOrange = my emailsGreen = all visits [incl internal traffic]Compare different originsA visit is a group of interactions that take place on your website within a given timeframe.A single visitor can open multiple visits. Those visits can occur on the same day, or over several days, weeks or months. As soon as one visit ends, there is then an opportunity to start a new visit. There are three methods by which a visit ends:After 30 minutes of inactivity by the visitorAt midnightIf you arrive at the site via one campaign, leave, and then come back to the site via another campaign
Which generates most traffic?
Time on site: They’ve been the same but over the last few months Twitter uses spend longer on averageBounce rate: Twitter slightly higher
Good (every little helps) but not particularly impressive
We use Aweber but MailChimp is similar
e.g. ‘Sport’ not ‘Get Involved’
e.g. opening hours & sportNot ‘your union’
Wrapping up the session
Will be launching survey shortly via SUM jiscmail & #sucomms