[Webinar] SpiraTest - Setting New Standards in Quality Assurance
Aug 15 show me the numbers
1. Show
me
the
numbers:
working
with
metrics
Susan
Mernit
Oakland
Local
Academy
August
2012
For
more
like
this,
go
to
oaklandlocal.com/content/
trainings
and
see
slideshare.com/mernit
2. Agenda
• What
are
web
metrics
and
why
are
they
useful
?
• What
are
the
basic
tools?
• How
can
I
use
metrics
to
help
me
in
my
work
on
a
project?
• What
are
best
prac@ces
to
follow
working
with
metrics
in
an
ongoing
way?
2 All
rights
reserved.
Houseoflocal.org
3. QuesCons
Answered
How
does
What
is
Google
What
is
Facebook
Tweetreach
help
me
AnalyCcs
and
how
Insights
and
how
do
measure
tweet
do
you
start?
I
use
it?
impact?
What
are
some
good
What
are
ways
I
Cme
management
might
use
this
data?
pracCces
around
metrics
reporCng?
3 All
rights
reserved.
Houseoflocal.org
4. GeKng
started
with
metrics
• Web
analy)cs
is
the
measurement,
collecCon,
analysis
and
reporCng
of
internet
data
for
purposes
of
understanding
and
opCmizing
web
usage
4 All
rights
reserved.
Houseoflocal.org
5. Google
Analy)cs
is
one
of
the
core
tools
(google.com/analy@cs)
Free
tool
inserted
on
website
via
JS
code
in
CSS
template.
Private,
only
visible
with
log-‐in.
5
6. • Key
areas
of
Google
Analy)cs
to
be
aware
of:
Audience
• Traffic
• Content
• Geography
knightdigitalmediacenter.org
6
7. Use
a
set
of
metrics
to
evaluate
• Google
AnalyCcs
core
metrics:
– Time
spent
– Pages
viewed
– Returning
vs.
new
visitors
– Referral
source
– LocaCon
– Unique
visitors
– Page
views
– PlaWorms
7 All
rights
reserved.
Houseoflocal.org
8. Content
tab
What
were
the
most-‐viewed
stories?
How
much
Cme
did
visitors
spend
reading
them?
AnalyCcs
will
tell
you
8 All
rights
reserved.
Houseoflocal.org
9. Google
AnalyCcs
pages
viewed
and
Cme
spent
Understanding
how
many
people
visit
your
web
site,
the
amount
of
)me
they
spend
in
a
visit,
and
the
number
of
pages
they
look
at
is
VERY
useful
data.
9 All
rights
reserved.
Houseoflocal.org
10. Unique
visitors
This
data
from
Oakland
Local
(oaklandlocal.com)
shows
that
in
one
week
12,490
people
visited
over
25,000
)mes.
Those
people
looked
at
2.10
pages
and
spent
3
minutes
on
the
site
on
average.
10 All
rights
reserved.
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11. LocaCon
The Location tab
(under Audience
Demographics)
shows where your
audience is from—
both internationally
and locally
11 All
rights
reserved.
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12. Mobile:
Who’s
using?
Under Audience, Google Analytics will tell you what percentage of
your audience Is via mobile—and which platforms
12 All
rights
reserved.
Houseoflocal.org
13. Regional
health
site:
Google
AnalyCcs
A
free,
web
based
tool
provides
invaluable
data
on
visitors’
behaviors
13 All
rights
reserved.
Houseoflocal.org
15. Facebook
Insights
is
GA
for
your
Facebook
Page
15 All
rights
reserved.
Houseoflocal.org
16. The
Akronist:
Facebook
Insights
Insights
is
the
equivalent
Of
Google
Analy)cs
for
Business—not
personal-‐Facebook
pages
16 All
rights
reserved.
Houseoflocal.org
18. • Shows
most
retweeted
• Shows
top
retweeters
• Shows
top
tweets
and
how
far
each
reach
18 All
rights
reserved.
Houseoflocal.org
19. Oakland
Local:
Tweetreach
How
many
people
are
you
reaching
via
TwiZer—and
who
are
they?
Tweetreach
gives
you
data
19 All
rights
reserved.
Houseoflocal.org
21. Ques)ons
to
answer
Planning
• What
is
your
site’s
greatest
strength
according
to
Google
AnalyCcs?
• Use
stats
to
portray-‐-‐Create
a
1
pager
• What
is
a
problem
you
see
in
your
site
via
GA
– Use
stats
to
portray-‐-‐Create
a
1
pager
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rights
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21
22. QuesCons
to
answer
2
• What
does
a
monthly
report
about
your
site
look
like?
– Use
GA
to
put
a
1
pager
together
and
post
to
Basecamp
and/or
mail
to
mernit@gmail.com
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rights
reserved.
Houseoflocal.org
22
23. The
EssenCal
Tool
of
the
Trade
Source: http://fobango.com
knightdigitalmediacenter.org
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24. ReporCng
Dashboard
Spreadsheet tracking
key metrics month by
month, quarter by
quarter.
Build or download a
template to collect
data
24 All
rights
reserved.
Houseoflocal.org
25. Dashboard
plan
for
yoursite.com
Let’s
discuss:
how
does
this
work
as
a
weekly/daily
report?
• Unique
visitors
• First
Cme
vs.
repeat
visitors
• Time
on
site
• Pages
per
visit
• Bounce
rate
• Top
10
Content
(by
page
views
or
by
unique
visitors)
• Number
of
comments
(conversion
goal)
• Number
of
member
blog
posts
(conversion
goal)
• New
members
(conversion
goal)
• Top
referring
sources
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rights
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25
26. Videos on the Official
Google Analytics
YouTube Channel
are a quality resource.
26 All
rights
reserved.
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27. Next
steps
• Produce
a
report
(use
the
dashboard
or
make
your
own)
• Talk
through
your
site
performance
in
1:1
with
Susan
(opConal),
need
to
provide
GA
access.
• Custom
quesCons:
– SegmentaCon
– Campaigns
– Custom
reports
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rights
reserved.
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27
28. Help
&
Support
services
• Classes
&
training:
Oakland
Local
Business
Academy,
hdp://oaklandlocal.com/content/trainings
• Sign
up
for
our
monthly
newsleder:
OLBA@oaklandlocal.com;
filled
with
Cps
and
references
for
beder
social
markeCng
&
online
presence
• ConsulCng
packages
for
small
business
services:
OLBA@oaklandlocal.com
• Contact
us!
– Susan
Mernit,
susan@oaklandlocal.com
– Kwan
Booth,
kwan@oaklandlocal.com
– Debi
Mason,
debimason1950@oaklandlocal.com
All
rights
reserved.
Houseoflocal.org
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