overcoming analysis paralysis

#AnalysisParalysis

Overcoming Analysis Paralysis

Nonprofit Communicators Workshop

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Who are we?

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Kate BormanCommunications Coordinator, Nonprofits Assistance Fund @K8Borman

Kristine RemerUser Experience Designer & Strategist, Freelance @KristineRemer

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Who are you?

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HOW TO:Get MORE out of your analytics

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HOW TO:Measure the REAL impact of your communications

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HOW TO:BETTER support your leadership team

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HOW TO:Be MORE productive

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BREAKING IT DOWN1 Build the framework2 Put it into practice3 Try it yourself

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“Collecting data is only the first step toward wisdom, but sharing data is the first step toward community.”

Henry Louis Gates, Jr.

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FIRST:Build the framework

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LADDER UP

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SMART Goals

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SpecificMeasureableAttainableRelevantTime-Bound

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Key Performance Indicators

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To be a KPI... It must support an organizational goal

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To be a KPI... It must be SMART

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To be a KPI... It must be actionable

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Total VisitsBounce RateTime on SitePages per Visit

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Return VisitsE-mail SubscribersDonation RateVolunteers

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Tactics = Focus

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Tactics = Discipline

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Tactics = Experiment

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COMMUNICATEYOUR PROGRESS

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Use your dashboard to tell a story

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Create custom dashboards for each audience

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80 / 20 Rule

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#AnalysisParalysisSource: Kaushik.net

#AnalysisParalysisSource: Kaushik.net

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SECOND:Put it into practice

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PUT IT INTO PRACTICE1 Before Campaign2 During Campaign3 After Campaign

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BEFORE CAMPAIGN

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BEFORE CAMPAIGN:Dig Deeper

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Embrace your inner 3-year-old(Ask lots of questions.)

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Ask for a hypothesis

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BEFORE CAMPAIGN:Determine Your Goals

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Use framework to identify goals, KPIs and tactics

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BEFORE CAMPAIGN:Set Yourself Up for Success

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Select the tools you will use to track your data

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Sweet Spot

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Set up goals and filters

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Targeted Marketing: Identify audience and methods

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Create custom reports

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DURING CAMPAIGN

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DURING CAMPAIGN:Monitor Progress

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Use Google URL Builder to track your URLs

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Google URLs are automatically integrated with Google Analytics

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Google Analytics > Acquisition > Campaigns

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Even links that aren’t yours will appear in Google Analytics

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Discover which targeted marketing campaigns are working

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Discover which links produce best results

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DURING CAMPAIGN:Engage on Social Media

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Social media is in real time

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Get an immediate indicator of what is hot and what is not

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Discover which channel creates more action and impact

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Use Google Real-Time for campaigns with short windows

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DURING CAMPAIGN:Do More of What Works, Try Again

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AFTER CAMPAIGN

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AFTER CAMPAIGN:Analyze Data

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New vs. Returning Visitors

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Mobile Visitors

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Bounce Rate

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Keywords

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Content

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AFTER CAMPAIGN:Communicate Through Reports

#AnalysisParalysishttps://drive.google.com/file/d/0B_ZsdMav7TksaFlSWk1IeDZ2NGs/edit?usp=sharing

#AnalysisParalysishttp://simplymeasured.com/blog/2013/01/22/bridging-social-and-web-6-new-google-analytics-reports/

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THIRD:Try it for yourself

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Share with us

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What problem are you trying to solve with analytics?

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FREE RESOURCES FOR NONPROFITS

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Free AdWordsSpend up to $10,000 per monthGoogle.com/Grants

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Free Website AnalysisGet paired with student & mentorAnalysis-Exchange.com

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Free URL BuilderUse Google URL Builder -

http://support.google.com/analytics/answer/1033867

URLs are integrated into Google Analytics > Acquisition > Campaigns

Can be used with bit.ly or other shortners

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Free A/B TestingTest any page on your websiteIntegrated into Google Analytics > Experiments

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Social Media Metricswww.truesocialmetrics.com

Free version allows you to connect your social media accounts, blog and google analytics to measure rates for conversion, amplification, applause and economic value.

Provides a 30 day history.

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Analytics BlogsBeth Kanter, Beth’s Blog: bethkanter.org

Avinash Kaushik, Occam’s Razor: kaushik.net/avinash

Simply Measured:simplymeasured.com/blog and simplymeasured.com/free-social-media-tools

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QUESTIONS?

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WORKSHEETS

Build

the

Fram

ewor

k

Communicate Progress

Trend Report

Impact

Key Insights

Next Steps

Communicate Progress

Trend Report

Micro KPIs

Key Insights & Next Steps

KPI