analytics and digital storytelling

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Analytics and Storytelling Wednesday September 28, 2016

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Page 1: Analytics and Digital Storytelling

Analytics and Storytelling

WednesdaySeptember 28, 2016

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• 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

The Plan

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Voltaire Santos Miran Co-Founder and CEO

@vsantosmiran

Greg Zguta Technical Lead

@gzguta

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I’ll take Originsfor

two books,please.

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The Question:

What was the name of the product Google gobbled up in order to make what we now know as Google Analytics?

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The Goal

We want to equip you to use measurement and analysis tools to make smart decisions about how you tell your stories.

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Agenda1. Components of a Digital Story

2. The Principles

3. Tools and Techniques

4. The Punchline

5. Questions

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The Components

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Visual Design

Structured Content

Integrated Media

Engagement Opportunities

Technology Infrastructure

Five Components of Digital Stories

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Visual Design• Beautiful interfaces that encourage reading • Thoughtful consideration of layout flexibility in regard to

viewport size and content load times • Touch-optimized content interactions • Micro-interactions • Sufficient clear space to allow focus on the text

Component 1:

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Structured Content

• Atomic units of information • Metadata and keyword plan to support search

engine optimization (SEO) • Tagging and taxonomy • Associated social posts and promotions

Component 2:

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Integrated Media

• Photography • Video • Audio • Data visualization (infographics)

Component 3:

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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

alerts and email updates • Subscription opportunities (podcasts, playlists)

Component 4:

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Technology• Content management system (CMS) • Cloud-based collaboration tools • Experimentation capability to optimize content based on

audience behavior • Analytics framework

Component 5:

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“Far too often for writers and editors the story is done when you hit publish.

At The Huffington Post, the article begins its life when you hit publish.”

Paul Berry, The Huffington Post

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The Principles

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Begin at the beginning.Analytics planning begins when the story planning begins, not when the story goes live.

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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. Who’s “the team?”

• Strategist • Writer • Editor • Designer

• Photographer • Videographer • Social Media Specialist • Developer

• Analytics Specialist • Project Manager

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Experiment.Don’t be afraid to try new things. Often, there’s no “right” answer and several “great” options.

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Measure everything.With every facet of the story you produce, ask yourself how you’ll be able to get feedback to refine and improve your efforts.

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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.

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Tools and Techniques

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Simo Ahava, senior data advocate at Reaktor, Google developer expert for Google Analytics

“Data quality is directly proportional to how well the data collection

mechanism is understood.”

http://www.simoahava.com

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John Muir, Naturalist

“Over-civilized people are beginning to find out that going

to the mountains is going home.”

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Case Study - REI

• #OptOutside • Encouraged people to go outdoors on Black Friday 2015 • Touched all the bases:

• Used photos, video, social, interactivity • Goals: reinforce brand identity and encourage more

people to shop at REI in the long-term • REI plans to launch a 2016 version of the campaign

http://optoutside.rei.com

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Four steps to storytelling analytics:

Plan

1Implement

2Promote

3Assess

4

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Plan

1Who is the audience? What is the technology?What to measure?

2 3

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Step 1:

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Google Analytics GoalsGoals are created within the Google Analytics admin area. Each view may have its own goals. Goal types are as follows:

• Destination (URL) • Duration (time on site) • Pages/Screens per session • Event • Smart Goals (new, for AdWords users)

The most useful goal types are destination and event goals.

Step 1: Plan

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Possible Conversions• Business goals

• Attend event • Inquire • Give

• Storytelling goals • Share • Interact (comment, contribute) • Engage

• Determine how to measure with Google Analytics goals (conversions)

Step 1: Plan

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Engagement Metrics

Typical:

• Time on page • Session duration • Pages/session • Bounce rate • Pageviews • Social sharing

Additional:

• Event tracking • CTA • Referrals or next steps • Commenting

Step 1: Plan

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Interactive Features

• Slideshows • Video • Filters • Forms • Scrolling • CTA buttons • Infographics • Data visualizations

Step 1: Plan

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URL Strategy

• Redirects • SEO • Vanity URLs • Google Analytics campaigns

Step 1: Plan

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Tagging and Taxonomy

• SEO Metadata • Open Graph tags • Tagging content for re-use

Step 1: Plan

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Promotion Strategy

• Social • Google Analytics Campaigns • Publishing • Syndication

Step 1: Plan

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Tools

1. Google Analytics

2. A/B Testing (Google Optimize, Optimizely, Unbounce, and more)

3. Heatmaps (CrazyEgg, Hotjar, and more)

4. Social (Hootsuite, Sprout Social, Facebook, Twitter, and YouTube analytics)

Step 1: Plan

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Implement

1Enable event tracking. Test.Install tracking code.

2 3

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Step 2:

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Install Tracking Code

• Place tracking code on pages • Create goals • Plan for subdomain tracking • Create views and segments • Google Tag Manager configuration (if applicable)

Step 2: Implement

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Event Tracking: OverviewStep 2: Implement

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.

• 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

event)

Note: By default, events count as interactions which will serve to decrease bounce rate.

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Event Tracking: Common Uses• Carousel interactions • Expanding/collapsing accordion

content • Tabbed content sections • Interactive, in-page features like a map

• Social sharing • File downloads • Scroll reach • Video play • Lightbox content

Step 2: Implement

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Test in Google Analytics

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Promote

1Experiment. Report and analyze.Deploy campaigns.

2 3

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Step 3:

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Campaigns: OverviewFor most stories:

• Email newsletters • Social media sharing

Other opportunities: • Print • Billboards • Online advertising • Vanity URLs • Any marketing effort for which you share

URLs and wish to isolate results

Step 3: Promote

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Campaigns: ImplementationStep 3: Promote

• Use Campaign URL Builder to create campaign URLs • https://ga-dev-tools.appspot.com/campaign-url-builder/

• Plan terms used for campaign name, source, and medium, and optional term and content fields

• 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

marketing to trackable campaign URLs generated by the URL Builder

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A/B TestingTest against key metrics:

• Headlines that result in more traffic • Button labels that generate more conversions • Images that result in higher engagement

* Some A/B testing may be on pages that lead visitors to your story, or campaign activities aimed at driving traffic.

Step 3: Promote

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Report and AnalyzeCommon reports:

• Top content • Referrals • Event tracking • Conversions

Areas to explore: • Site search • Segments

• Based on visitors to a campaign • Applied to multiple reports

• Use of secondary dimensions • Time-period comparisons

Step 3: Promote

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Assess

1Recommend changes. Repeat.Analyze and draw

insights.

2 3

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Step 4:

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Distribution metrics

How many people interacted with the story?

• Unique visitors • Page views • Referrals • Event-tracking clicks

Step 4: Assess

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Engagement Metrics

Did the visitors stay to read the entire story?

• Time on page • Pages per session • Session duration • Heat maps • Video metrics • Event tracking

Step 4: Assess

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Social Metrics

Do people share the story?

• Email • Tweets • Facebook likes • Referral sources

Step 4: Assess

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Archive• Ensure story URLs remain valid • Allow people to keep sharing • Keep tracking analytics • Plan for future content reuse

Step 4: Assess

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The Punchline

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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

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“Part of this job is about storytelling, but when you can take an action and show people rather than just telling

them, it can be really powerful.”

Ben Steele, Senior VP and CCO, REI

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“REI's decision reflects its fundamental empathy for its customers, who have

zero desire to stand in line for the best deal on a gorgeous fall Friday.”

Charles Trevail, CEO, C Space

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Your whole story will be greater than the sum of its parts.

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“There’s no true way to measure reputational boost … we are telling better stories, and we have better

stories to tell.”

True Story

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Our Storytelling Series Team

Ben Conley Visual/UX Designer

[email protected]

Abby McLean Visual/UX Designer

[email protected]

Fran Zablocki Information Architect

[email protected]

Soni Oliver Visual/UX Designer

[email protected]

Joel Pattison Director of Strategy

[email protected]

Greg Zguta Technologist

[email protected]

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Voltaire Santos Miran

Co-Founder and CEO

@vsantosmiran

312.420.6778 [email protected]

Mallory Wood Director of Marketing

@mallorywood

802.457.9234 [email protected]

Resources

• Take a Deep Dive: Google Analytics and Tag Manager http://mstnr.me/AnalyticsSeries2016

• Register: Accessibility for Digital Storytellinghttp://mstnr.me/AccessibilityWebinar16

Greg Zguta Technical Lead

@gzguta

314.884.1803

[email protected]

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Questions & Answers