2. What makes a
great blog post?
flickr.com/photos/47476117@N04/8394780999
Which landing
page elements
work best?
Is social networking
generating customers?
What keywords
drive sales?
Who is an
influencer?
Drop down or
flat menus?
Which authors create
the best content?
Which topics does our
audience want more?
Is the new website
design really better?
Are ad buys
worth it? Which
ones?
Do people really
want that feature?
When we add to the
site, what’s the
utility impact?
What is the 20% of the
effort that delivers 80%
of the results?
What is my Return
on Investment?
Does that headline
grab people’s
attention?
Is there a drop
off in our mobile
experience?
Twitter or Facebook?
(or LinkedIn, Google+,
& Pintrest?)
What marketing
channel provides
the best ROI?
How intuitive is
our site really?
3. What makes a
great blog post?
flickr.com/photos/47476117@N04/8394780999
Which landing
page elements
work best?
Is social networking
generating customers?
What keywords
drive sales?
Who is an
influencer?
Drop down or
flat menus?
Which authors create
the best content?
Which topics does our
audience want more?
Is the new website
design really better?
Are ad buys
worth it? Which
ones?
Do people really
want that feature?
Does that headline
grab people’s
attention?
Is there a drop
off in our mobile
experience?
Twitter or Facebook?
(or LinkedIn, Google+,
& Pintrest?)
What marketing
channel provides
the best ROI?
How intuitive is
our site really?
1. Track & score valued
interactions
2. Attribute value to site
artifacts
3. Analyze which content
and users engage best
28. Intelligence
Try it for free:
drupal.org/project/intel
* works on any Drupal 7 site
For the professional version, consulting
or partnering opportunities:
getlevelten.com/contact
Editor's Notes
What is the problem we solving?
What design
First we want to track and score all valued interactions. Did someone share content or submit a form. We want to understand how well we are driving visitor engagement and organizational objectives. We want to put a value around completing a valued interaction.
What are the organizational goals; generation leads, making sales, clicking adds, ect. But also what are indicators that our audience is engaged. What things would an engaged visitor click on, submit and so forth.
Default GA installations measure pageviews. Intelligence is designed to measure valued interactions on your site leveraging events.
Events can be programmatically created via the Intelligence event API or can be created by admins
Admins can also create event to trigger on specific pages or when a specific element on page in clicked on, submitted or so on.
Events can also be used to trigger goals. And pass values from the CMS. For example, if we have a donate form, we can trigger a donate goal with the value set to the amount donated.
Over the course of history there have been 6 major inventions that have opened the doors to communicate to the world on a large scale.
Ultimately, we want to understand the business value a site is returing. And understand what additions and changes create an impact.
So we enable people to score valuable interactions, from goals, to micro conversions to standard traffic metrics.
Scoring all events enables us to create a single metric as to the success of our site. We can total up all the values and get a score for how much value the entire site is producing. We can also break it down into how much each traffic source and page is generating.
Over the course of history there have been 6 major inventions that have opened the doors to communicate to the world on a large scale.
Over the course of history there have been 6 major inventions that have opened the doors to communicate to the world on a large scale.
This is a scorecard showing all the interactions that are producing value for that page.
Story: LevelTen Dev bloggers
Another example of integrating analytics data to make the entities in Drupal richer.
Story: One challenge we realized when people were debating which blog posts was scored higher is why. What characteristics of the content were producing the most value.
Attributes can be used to push meta data about content, sessions and visitors to understand which charateristics are producing the most value.
For example, on this blog post we are pushing the content type, word count, authors, taxonomy terms and more for analyisis. We are even incrementing the subject taxonomy of the visitor so we can segment them by interest. Some of these attributes are set automatically, editors can also add custom attributes on a per page basis.
Now we can analyze each attribute to understand which ones produce the most value such as which content types, authors, length of article and subject are the most effective.
We like to use lots of taxonomy terms to describe the segments we want to target.
The other thing we do is to attach a visitor token to each person so we can track what people are doing and Google Analytics segments down to the individual.
We can reconstruct their paths through the site. I particularly like this for UX work. We can associate a flag when someone is unable to find something they are looking for on a site and then can pull all those sessions and see all the steps they took to see if we have a usablity issue.
We can associate attributes with visitors for segmentation also. For example, we might add a taxonomy of Job role as a visitor attribute to see if are enagageing effectivly based on demographics.
When someone submits a form we can ask them their job role then push that as segmentation data to Google Analtyics.
Also when someone submits a form, we now know who they are and can associate their Google Analytics data with data from other APIs to build a profile of who they are. Enabling to segment even more in analytics and engage the person more effectivly.
Story: Ron and the forieners.