getting creative with web analytics
TRANSCRIPT
Getting Creative with Web Analytics
You’re the Web Analytics Manager
Image credit: http://www.mcdonalds.ca/
You’re the Web Analytics Manager
Image credit: http://www.mcdonalds.ca/
You’re the Web Analytics Manager
Image credit: http://www.mcdonalds.ca/
Present a Campaign Performance
Dashboard
Your Task Is To
To start, think about this+ Campaign
The big idea is that anyone in Canada can ask any food-related question and McDonald’s will dig up an answer and post it on its website.
+ Channels Questions can be submitted via Twitter, Facebook and Website, answers on Website+ Metrics = Numbers What numbers can or should McD collect that will help them determine the success of this campaign?
Activity I
+ Identify Metrics = Numbers List/Identify all numbers they will need to collect from the website activity they’re inviting through this campaign+ Why do you think are these metrics useful? What do they indicate?
+ Objective What could be the objective of this campaign?
Some Metrics to work with + Number of Questions Asked+ Number of Answers Given (say All Answers were
Video Posts)+ Number of Follow up Questions Asked+ New Visitors to Website+ Unique Page Views+ Number of Video Views+ Returning Visitors to Website+ Number of Local Media Mentions of Campaign+ Number of International Media Mentions of
Campaign+ Positive Mentions in Social Media + Negative mentions in Social Media
Feel free to add more metrics to the list for your analysis. Remember, however, that a lot of meaningful analysis (KPIs) can be achieved from the metrics above.
Activity II
+ Translate into KPI’s Organize your numbers into meaningful ratios, percentages or rates + Group/Organize KPI’s and Metrics Group metrics and organize into a dashboard
+ Identify Metrics = Numbers List/Identify all numbers they will need to collect from the website activity they’re inviting through this campaign
+ Analyze – What are the numbers telling you?
Sample DashboardGoal (to
measure) KPI / Metric Desired
ChangeKey
Recipient
Presenting Your Dashboard
Calling One Enthusiastic Team!
Sample DashboardGoal (to
measure) KPI / Metric Desired
Change
Participation Number of Questions Asked Increase
Activated Participation
Number of Questions Asked / Number of New Visitors
Increase
Consumption of Answers
Video Views / Number of Answers Given
Increase
SkepticismNumber of Follow Up Questions
Asked/Number of Questions Asked
Decrease
Sentiment Improvement
Positive Mentions in Social Media / Number of Questions
Asked
Increase
Let’s Debrief
+ How did the process go?
+ Challenges? Other Approaches?
+ Insights Gained
+ Applications/Relevance to your client projects
+ Closing Thoughts
Q & A
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