goa public affairs 20121213

Analytics and ContentGovernment of AlbertaPublic Affairs BureauDecember 13, 2012

Evolution

•Collecting

•High level metrics

•Advanced collecting

•Detailed metrics

•Useful/actionable data and insights

ConversConversion!ion!

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Global Analytics: Rollup Account

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Lessons learned

•Planning

•Documentation

•Reporting/Visualization

Goals

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Summary document

• Primary Audience(s)

• Secondary Audience(s)

• Funnel Contributions

• Primary Goals

• Secondary Goals

• Key Performance Indicators

• Reporting Metrics

• Key Segments

Metrics that matter• Traffic sources

• Conversions

• Behaviour

• Qualitative

• Segments

• Custom Variables

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“This year however, we have been required to follow up via phone (which is a big drain on resources) as many of our students can't find where their email is. In the onversations with them I had to walk them through going to the ualberta.ca homepage then clicking on 'apps@ualberta.ca'to find their email account. It has become clear thatapps@ualberta.ca in no way translates to 'hey- that is where my email lives' to our students- especially those new to the U of A.”

Remove Remove “Webmail”“Webmail”

Change to Change to “Email & “Email &

Apps”Apps”

Discussion