Data Data EverywhereHow not to drown in a sea of analytics

Jonathan Weber

Marissa Goldsmith

Dan Michel

Overcoming Challenges and Building a Data-Driven Culture

Jonathan Weber, Web AnalystLunaMetrics

www.lunametrics.com/blog

Before anything else…

Know your goals

#1: Create an internal advisory board

#2: Identify your executive champions

#3: Put it into their performance plan

#4: Have successes

#5: Tell everyone about your successes

#6: Put it on the agenda at staff meetings

#7: Have fun with it

#8: Tell them in words they understand

Lurkers 85% of visits

One-timers 10% of visits

Repeaters 4% of visits

Raving fans 1% of visits

#9: Create actionable insights

Thanks, Avinash: www.kaushik.net/avinash

#10: Identify your opponents

Bonus: Show your opponents that the competition is all over it

Marissa Goldsmithmarissa.goldsmith@beaconfire.com

Beaconfire Consultinghttp://www.beaconfire.com

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What He Said!

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What not to say• I had 2,534 visitors to my Web site on

Monday, but only 2,510 on Tuesday. What’s wrong?

• Our site is successful because we had 10,000 visitors in January, and then 12,000 in February.

Instead…• Define Success in more abstract terms, and

use the analytics to support it.

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Pick Your Poison

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Pick Your Poison

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Supplement if you need to

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Supplement if you need to

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And use what you’ve got!

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And use what you’ve got!

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NO WRAPPER LEFT BEHIND!

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You want analytics to be everywhere!

• So take stock of your tools…• CMS• eCRM• Blog• Community Tools

• And the wrappers in each of them.

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Getting to know your tools

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Questions to ask…CMS

• Can I add Analytics code myself?• How many templates/wrappers will I

need to update when I add/change analytics?

• Can I add my own Javascript code to do special tracking?

• Does the CMS add other scripts automatically?

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Questions to ask…CRM

• What functions are automated? Will this interfere with my analytics?

• Can I integrate donations/online shopping with an eCommerce/store analytics module?

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To Script or not to Script…

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Do more than just paste and forget…

• Tracking PDFs• Tracking External Links• Other specialized tracking

• Tracking between CMS and CRM pages• Adding information for specialized reporting.

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To Script or not to Script

• How to do specialized scripting:• Write your own script.• Borrow someone else’s • Do a combination of both

• Bind to script libraries:• Jquery• Scriptaculous

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Have fun with filters!

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Special Analytics Features

• Getting Full Referrer• Combine Hostname + URI• Title + URI

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Do the Test!

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Test like you’ve tested before!

Test for analytics like you would any other functionality.

• Think of the transactions you’re tracking.• Use GAIgnoreMyHits to isolate your

particular visit. • Test each situation.• In some cases wait…and see if the results

are the same.

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Want to do more?

Dan Michel

Align Analytics with web site goals

• What are you trying to achieve?– Awareness– Donations– Advocacy– Other?

Feedingamerica.org

• Multiple platforms– FeedingAmerica.org site on Sitecore– Donations on Convio– Advocacy on DDC

Google Analytics

• Multiple profiles to show different goals– Donations– Food bank locator stats– Hunger Action Month microsite– Blog– Other campaigns

Dashboard

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