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JOHN ONION U P R I S E U P . C O . U K

&

BERTIE BOSRÉDON B E R T I E . F R

Looking beyond page views

John Bertie

10 years agency, 4 charity

Search engine marketing

Online advertising

Fundraising and digital

marketing consultancy

john.onion@upriseup.co.uk

About us

11 years in charities

Digital strategy

Social Media

Training/workshop

info@bertie.fr

We will cover

Digital revolution

About Google Analytics

Setting up objectives

Measuring objectives

A good report

Digital revolution

organisation

Monarchy

Digital revolution

Website team

Showcase some numbers

Board

No context

No learning

Digital revolution

Democracy

Digital revolution

A few metrics

Understand behaviour

Learn

Built accordingly

Digital revolution

Digital revolution

A complex landscape: website, social media, 3rd party…

CRM integrate

Gathering data

Analysing

Developing journeys

About Google Analytics

"I know half my advertising isn't working, I just don't know which half.“

William Lever (probably)

Google Does!

About Google Analytics

Where Analytics came from

How it works

What it does

Take care with the analysis!

About Google Analytics

Where Analytics came from

Developed from Urchin

Bought by Google in 2005

Latest update April 2011: Multiple Dashboards

More custom reports

Real time analytics

Attribution modeling

About Google Analytics

How it works

Tracking code on page

User identified by cookies and journey recorded

Events, goals then programmed into Analytics

About Google Analytics

What it does:

• Audience

• Advertising

• Traffic

• Content performance

• Conversions

About Google Analytics

Take care!

Understand the language Unique Visitors

Hits

Page impression

Make sure the tracking is working

Are figures estimated?

About Google Analytics

Your Analytics journey

http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp

Setting up objectives

What are you measuring?

Setting up objectives

Increasing pages views

Increasing visits

Increasing visitors

Reducing bounce rate

Increasing time on site

Setting up objectives

Who are your audiences 3 top audiences

What are your primary purposes 2-3 objectives

5 whys

Behaviour supporting goals donations, downloads, visit

from social media on a day of the event, etc.

Measuring objectives

Translate indicators into goals

Select 3 KPIs

The ‘So What’ test*

The REAN Framework**

•http://www.kaushik.net/avinash/kill-useless-web-metrics-apply-so-what-test/ •*www.blackbeak.com/2008/01/29/measuring-online-engagement-re-visited-and-introducing-the-rean-model/

Measuring objectives

R - Reach The channels that have attracted people and how you raise awareness. E - Engage How people interact with your business A - Activate Preferred action taken on your site (donation?) N - Nurture Retaining and re-engaging with supporters

The REAN Framework:

Measuring objectives

Two main types of goals •Visit to page (thank you) •Event Handlers:

•Form fields •Videos •Downloads

Issues •Off-site goals (3rd party payment system) •Multiple goals recording the same data

Creating goals in Analytics:

Measuring objectives

Checklist: Filters

Internal IP

Cross Domain/Subdomain Tracking

Adwords

Autotagging and linked to Analytics

A good report

Audience report

Engagement

Campaigns

Benchmark

Recommendations

Key steps

Understand basic

Set up goals, funnels

Track links with campaign data

Customise dashboard

Report and share

Questions

John Onion john.onion@upriseup.co.uk

Bertie Bosrédon

info@bertie.fr

Photos credit: Time Inc. Life magazine Archive, AFP, and personal