Digital Analytics for Nonprofits
- 1. Digital Analytics for NonProfits Produced by Analytive and Third Sector Enterprises
- 2. Who am I? @tyler_brooks Founder at Analytive Consulting on Analytics and Marketing for 3+ years MBA from Anderson University, BS in Entrepreneurship from Indiana Wesleyan University Google Analytics & AdWords Certified
- 3. Who are you?
- 4. Assumptions ● You have an overarching strategic goal for your organization. ● You do marketing! ● You care about building a following.
- 5. Why measure?
- 6. “If you can’t measure it, you can’t manage it.” - Peter Drucker
- 7. Part 1: Web Analytics
- 8. Define Web Analytics (1) the analysis of qualitative and quantitative data from your website and the competition, (2) to drive a continual improvement of the online experience that your customers, and potential customers have, (3) which translates into your desired outcomes (online and offline).
- 9. What Web Analytics Can Tell Us ● About the audience ○ Location ○ Age ○ Type of device ○ Interests ● Their behavior ○ Pages visited ○ Time on page ○ Conversions ● How they got here ○ Source ○ Medium ○ Ad/Post
- 11. Measurement Model Who do you need? ● Someone who understands business objectives/strategies ● Someone who understands analytics ● Someone with technical skills
- 12. 5 Step Measurement Planning ● Document business objectives ● Identify strategies and tactics ● Choose KPIs (key performance indicators) ● Choose segments ● Choose targets (goals/outcomes)
- 13. Step 1: Document Organizational Objectives ● Examples ○ Increase fundraising by 30% ○ Let 10,000 people know about our mission ○ Sell all seats at fundraising banquet
- 14. Step 2: Identify Strategies and Tactics ● Examples ○ Increase response in email giving ○ Creating landing page to promote event/mission ○ Drive sales through social media
- 15. Step 3: Choose KPIs ● Examples ○ Email signups ○ Unique visitors to website ○ Sales of tables
- 16. Step 4: Segments ● Examples ○ Large givers ($1,000) ○ Socially engaged followers ○ New signups ○ Never attended an event
- 17. Step 5: Choose Target Outcomes ● Examples ○ 2,000 new email signups ○ Increase email value per user ○ Drive 10,000 unique visitors to our website ○ Sell 50% of banquet tables through digital channels
- 18. Common Business Objectives Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
- 19. Web Analytics Tools ● Wordpress Jetpack ● KissMetrics ● Mixpanel ● Optimizely ● CrazyEgg ● Google Analytics!! <- Start here
- 21. 0-Day - Setup ● Ask “What do we want to accomplish?” ● Create a Measurement Model (what do we want to track?) ● Implement Tracking ○ Install tracking codes ○ Setup goal tracking!!!! ○ Customize codes ○ Tag links ● Create Dashboards ○ Focus on areas you are currently investing marketing time/money
- 22. 30-Days - Tweak ● Review first month of data ● Look for anomalies in tracking data (may mean errors in setup) ● Seek to understand user behavior
- 23. 60-Days Analyze ● More time and resources should be spent analyzing data than collecting data ● Look for anomalies in tracking data (may mean errors in setup) ● Seek to understand user behavior
- 24. Part 2: Social Media Analytics
- 25. Social Media is fundamentally a social medium, not a transactional medium. (don’t pimp your wares!!!)
- 26. Why do we do social media? Good reasons: ● Tell your story ● Spark conversation ● Engage with others Not so good reasons: ● Ask for money ● Talk about YOU
- 27. So what do we measure?
- 28. Conversation Rate # of Comments or Replies per Post
- 30. Amplification Rate # of shares/retweets per post
- 32. Applause Rate # of likes/favorites per post
- 34. Economic Value Sum of Short and Long Term Revenue & Cost Savings
- 37. Tools: True Social Metrics Hootsuite Buffer This one tracks applause, amplification, and conversation rates.
- 38. Questions?
- 39. Contact Information Third Sector Enterprises Art Bavoso art@thirdsectorenterprises.com http://thirdsectorenterprises.com Analytive Tyler Brooks tyler@analytive.com http://analytive.com
- 40. Further Reading ● http://www.kaushik.net/ ● https://analyticsacademy.withgoogle.com/ ● http://digitalworkshopcenter.com/class/google-analytics-business/ ● http://analytive.com/blog/