Analytics and Digital Storytelling

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<ul><li><p>Analytics and Storytelling</p><p>WednesdaySeptember 28, 2016</p></li><li><p> 45 minute webinar + 15 minutes for questions and answers Ask questions through the Zoom Control Panel Tweet during the webinar with #mStonerNow Please fill out the post-webinar evaluation Check your inbox on Friday for the webinar recording and slide deck</p><p>The Plan</p></li><li><p>Voltaire Santos Miran Co-Founder and CEO </p><p>@vsantosmiran</p><p>Greg Zguta Technical Lead </p><p>@gzguta</p></li><li><p>Ill take Originsfor</p><p>two books,please.</p></li><li><p>The Question:</p><p>What was the name of the product Google gobbled up in order to make what we now know as Google Analytics?</p></li><li><p>The Goal</p><p>We want to equip you to use measurement and analysis tools to make smart decisions about how you tell your stories. </p></li><li><p>Agenda1. Components of a Digital Story </p><p>2. The Principles </p><p>3. Tools and Techniques </p><p>4. The Punchline </p><p>5. Questions</p></li><li><p>The Components</p></li><li><p>Visual Design</p><p>Structured Content</p><p>Integrated Media</p><p>Engagement Opportunities</p><p>Technology Infrastructure</p><p>Five Components of Digital Stories</p></li><li><p>Visual Design Beautiful interfaces that encourage reading Thoughtful consideration of layout flexibility in regard to </p><p>viewport size and content load times Touch-optimized content interactions Micro-interactions Sufficient clear space to allow focus on the text</p><p>Component 1:</p></li><li><p>Structured Content</p><p> Atomic units of information Metadata and keyword plan to support search </p><p>engine optimization (SEO) Tagging and taxonomy Associated social posts and promotions</p><p>Component 2:</p></li><li><p>Integrated Media</p><p> Photography Video Audio Data visualization (infographics)</p><p>Component 3:</p></li><li><p>Engagement Opportunities Calls-to-action (CTA) Commenting/reader contributions Ability to share and amplify through social media Opportunities to follow the story through mobile push </p><p>alerts and email updates Subscription opportunities (podcasts, playlists)</p><p>Component 4:</p></li><li><p>Technology Content management system (CMS) Cloud-based collaboration tools Experimentation capability to optimize content based on </p><p>audience behavior Analytics framework</p><p>Component 5:</p></li><li><p>Far too often for writers and editors the story is done when you hit publish. </p><p>At The Huffington Post, the article begins its life when you hit publish.</p><p>Paul Berry, The Huffington Post</p></li><li><p>The Principles</p></li><li><p>Begin at the beginning.Analytics planning begins when the story planning begins, not when the story goes live. </p></li><li><p>Involve your team.Analytics is a team sport. Your team will want to know how the story performed as a whole, and members will want to find out how well their particular contributions performed. Whos the team?</p><p> Strategist Writer Editor Designer </p><p> Photographer Videographer Social Media Specialist Developer </p><p> Analytics Specialist Project Manager</p></li><li><p>Experiment.Dont be afraid to try new things. Often, theres no right answer and several great options. </p></li><li><p>Measure everything.With every facet of the story you produce, ask yourself how youll be able to get feedback to refine and improve your efforts. </p></li><li><p>Turn data into insights.Too often, we end our analytics efforts at data collection. Improvement depends on actually examining the data, drawing conclusions, generating additional questions, refining, and testing. Rinse. Repeat. </p></li><li><p>Tools and Techniques</p></li><li><p>Simo Ahava, senior data advocate at Reaktor, Google developer expert for Google Analytics</p><p>Data quality is directly proportional to how well the data collection </p><p>mechanism is understood.</p><p>http://www.simoahava.com</p></li><li><p>John Muir, Naturalist</p><p>Over-civilized people are beginning to find out that going </p><p>to the mountains is going home.</p></li><li><p>25</p></li><li><p>26</p><p>Case Study - REI </p><p> #OptOutside Encouraged people to go outdoors on Black Friday 2015 Touched all the bases: </p><p> Used photos, video, social, interactivity Goals: reinforce brand identity and encourage more </p><p>people to shop at REI in the long-term REI plans to launch a 2016 version of the campaign </p><p>http://optoutside.rei.com </p></li><li><p>Four steps to storytelling analytics:</p><p>Plan</p><p>1Implement</p><p>2Promote</p><p>3Assess</p><p>4</p></li><li><p>Plan</p><p>1Who is the audience? What is the technology?What to measure?</p><p>2 3</p><p>28</p><p>Step 1:</p></li><li><p>29</p><p>Google Analytics GoalsGoals are created within the Google Analytics admin area. Each view may have its own goals. Goal types are as follows: </p><p> Destination (URL) Duration (time on site) Pages/Screens per session Event Smart Goals (new, for AdWords users) </p><p>The most useful goal types are destination and event goals.</p><p>Step 1: Plan</p></li><li><p>30</p><p>Possible Conversions Business goals </p><p> Attend event Inquire Give </p><p> Storytelling goals Share Interact (comment, contribute) Engage </p><p> Determine how to measure with Google Analytics goals (conversions) </p><p>Step 1: Plan</p></li><li><p>31</p><p>Engagement Metrics</p><p>Typical: </p><p> Time on page Session duration Pages/session Bounce rate Pageviews Social sharing </p><p>Additional: </p><p> Event tracking CTA Referrals or next steps Commenting</p><p>Step 1: Plan</p></li><li><p>32</p><p>Interactive Features</p><p> Slideshows Video Filters Forms Scrolling CTA buttons Infographics Data visualizations </p><p>Step 1: Plan</p></li><li><p>33</p><p>URL Strategy</p><p> Redirects SEO Vanity URLs Google Analytics campaigns </p><p>Step 1: Plan</p></li><li><p>34</p><p>Tagging and Taxonomy</p><p> SEO Metadata Open Graph tags Tagging content for re-use </p><p>Step 1: Plan</p></li><li><p>35</p><p>Promotion Strategy</p><p> Social Google Analytics Campaigns Publishing Syndication </p><p>Step 1: Plan</p></li><li><p>36</p><p>Tools</p><p>1. Google Analytics </p><p>2. A/B Testing (Google Optimize, Optimizely, Unbounce, and more) </p><p>3. Heatmaps (CrazyEgg, Hotjar, and more) </p><p>4. Social (Hootsuite, Sprout Social, Facebook, Twitter, and YouTube analytics)</p><p>Step 1: Plan</p></li><li><p>Implement</p><p>1Enable event tracking. Test.Install tracking code.</p><p>2 3</p><p>37</p><p>Step 2:</p></li><li><p>Install Tracking Code</p><p> Place tracking code on pages Create goals Plan for subdomain tracking Create views and segments Google Tag Manager configuration (if applicable) </p><p>Step 2: Implement</p></li><li><p>39</p><p>Event Tracking: OverviewStep 2: Implement</p><p>Event Tracking requires additional configuration in your website tracking code using Javascript or Google Tag Manager. You provide the following for each event. The terms you use become part of the reporting. </p><p> Category - example: Map Action - example: Data point view or Filter Label - example: title of the data point displayed or map filter selected Value - a numeric value (either $$$ or simply a weighted measure of the relative value of this </p><p>event) </p><p>Note: By default, events count as interactions which will serve to decrease bounce rate.</p></li><li><p>40</p><p>Event Tracking: Common Uses Carousel interactions Expanding/collapsing accordion </p><p>content Tabbed content sections Interactive, in-page features like a map </p><p> Social sharing File downloads Scroll reach Video play Lightbox content</p><p>Step 2: Implement</p></li><li><p>41</p></li><li><p>42</p></li><li><p>43</p></li><li><p>Test in Google Analytics</p></li><li><p>Promote</p><p>1Experiment. Report and analyze.Deploy campaigns.</p><p>2 3</p><p>45</p><p>Step 3:</p></li><li><p>46</p><p>Campaigns: OverviewFor most stories: </p><p> Email newsletters Social media sharing </p><p>Other opportunities: Print Billboards Online advertising Vanity URLs Any marketing effort for which you share </p><p>URLs and wish to isolate results </p><p>Step 3: Promote</p></li><li><p>47</p><p>Campaigns: ImplementationStep 3: Promote</p><p> Use Campaign URL Builder to create campaign URLs https://ga-dev-tools.appspot.com/campaign-url-builder/ </p><p> Plan terms used for campaign name, source, and medium, and optional term and content fields </p><p> Data labels will appear within Google Analytics reports. Consider a spreadsheet to track campaign attributes and URLs Consider a URL shortener or server redirects to map friendly URLs for </p><p>marketing to trackable campaign URLs generated by the URL Builder </p></li><li><p>48</p><p>A/B TestingTest against key metrics: </p><p> Headlines that result in more traffic Button labels that generate more conversions Images that result in higher engagement </p><p>* Some A/B testing may be on pages that lead visitors to your story, or campaign activities aimed at driving traffic. </p><p>Step 3: Promote</p></li><li><p>49</p><p>Report and AnalyzeCommon reports: </p><p> Top content Referrals Event tracking Conversions </p><p>Areas to explore: Site search Segments </p><p> Based on visitors to a campaign Applied to multiple reports </p><p> Use of secondary dimensions Time-period comparisons </p><p>Step 3: Promote</p></li><li><p>Assess</p><p>1Recommend changes. Repeat.Analyze and draw </p><p>insights.</p><p>2 3</p><p>50</p><p>Step 4:</p></li><li><p>51</p><p>Distribution metrics</p><p>How many people interacted with the story? </p><p> Unique visitors Page views Referrals Event-tracking clicks </p><p>Step 4: Assess</p></li><li><p>52</p><p>Engagement Metrics</p><p>Did the visitors stay to read the entire story? </p><p> Time on page Pages per session Session duration Heat maps Video metrics Event tracking</p><p>Step 4: Assess</p></li><li><p>53</p><p>Social Metrics</p><p>Do people share the story? </p><p> Email Tweets Facebook likes Referral sources</p><p>Step 4: Assess</p></li><li><p>54</p></li><li><p>55</p><p>Archive Ensure story URLs remain valid Allow people to keep sharing Keep tracking analytics Plan for future content reuse </p><p>Step 4: Assess</p></li><li><p>The Punchline</p></li><li><p>57</p><p>The ResultsREI reported: 6.7 billion media impressions 1.2 billion social impressions More than 1.4 million people spending the day outdoors 150 additional companies joining REI to close their doors on Black Friday Hundreds of state parks that opened up for free 90 percent increase in retail applications in the fourth quarter 9.3 percent increase in revenue 7 percent increase in comparable store sales 23 percent uptick in digital sales </p></li><li><p>Part of this job is about storytelling, but when you can take an action and show people rather than just telling </p><p>them, it can be really powerful.</p><p>Ben Steele, Senior VP and CCO, REI</p></li><li><p>REI's decision reflects its fundamental empathy for its customers, who have </p><p>zero desire to stand in line for the best deal on a gorgeous fall Friday.</p><p>Charles Trevail, CEO, C Space</p></li><li><p>Your whole story will be greater than the sum of its parts. </p></li><li><p>Theres no true way to measure reputational boost we are telling better stories, and we have better </p><p>stories to tell.</p><p>True Story</p></li><li><p>Our Storytelling Series Team </p><p>Ben Conley Visual/UX Designer </p><p>ben.conley@mstoner.com </p><p>Abby McLean Visual/UX Designer </p><p>abby.mclean@mstoner.com </p><p>Fran Zablocki Information Architect </p><p>fran.zablocki@mstoner.com </p><p>Soni Oliver Visual/UX Designer </p><p>soni.oliver@mstoner.com </p><p>Joel Pattison Director of Strategy </p><p>joel.pattison@mstoner.com </p><p>Greg Zguta Technologist </p><p>greg.zguta@mstoner.com </p></li><li><p>Voltaire Santos Miran </p><p>Co-Founder and CEO </p><p>@vsantosmiran </p><p>312.420.6778 voltaire.miran@mstoner.com</p><p>Mallory Wood Director of Marketing </p><p>@mallorywood </p><p>802.457.9234 mallory.wood@mstoner.com</p><p>Resources</p><p> Take a Deep Dive: Google Analytics and Tag Manager http://mstnr.me/AnalyticsSeries2016 </p><p> Register: Accessibility for Digital Storytellinghttp://mstnr.me/AccessibilityWebinar16 </p><p>Greg Zguta Technical Lead </p><p>@gzguta </p><p>314.884.1803 </p><p>greg.zguta@mstoner.com </p></li><li><p>Questions &amp; Answers</p></li></ul>