Make Quality Content Count with Web Analytics HighEdWeb 2011
2 likes1,544 views
The document discusses the importance of web analytics in understanding content quality and its effectiveness for marketers. It emphasizes the need for context in data interpretation and advocates for a structured approach to setting business and content objectives. Key points include the alignment of analytics with meaningful metrics to enhance content strategy and evaluation.
![“
#heweb11 | #TNT12 | @epublishmedia
[Web analytics] changed the
game for marketers and
advertisers. But with respect to
content quality, many
practitioners are flip-flopping with
regard to which numbers matter,
and whether we can make use of
them.
Kristina Halvorson
Content Strategy for the Web
5](https://image.slidesharecdn.com/heweb11-upload-111027113010-phpapp01/85/Make-Quality-Content-Count-with-Web-Analytics-HighEdWeb-2011-5-320.jpg)
Make Quality Content Count with Web Analytics HighEdWeb 2011
- 1. Make Quality Content Count with Web Analytics Rick Allen @epublishmedia HighEdWeb 2011, October 25 #heweb11 #tnt12
- 2. #heweb11 | #TNT12 | @epublishmedia Hi, I’m Rick. 2
- 3. 3
- 4. #heweb11 | #TNT12 | @epublishmedia So what? Exactly. 4
- 5. “ #heweb11 | #TNT12 | @epublishmedia [Web analytics] changed the game for marketers and advertisers. But with respect to content quality, many practitioners are flip-flopping with regard to which numbers matter, and whether we can make use of them. Kristina Halvorson Content Strategy for the Web 5
- 7. “ #heweb11 | #TNT12 | @epublishmedia Broadly speaking - and thanks largely to the ubiquity and ease of access to Google Analytics (GA) - businesses have become fixated by traffic volumes, bounces, sources, journeys and subsequent destinations and the like and aren't looking to learn more. Clare O’Brien CDA 7
- 8. #heweb11 | #TNT12 | @epublishmedia 8
- 9. Content measurement roadblocks • We don’t know which numbers matter • We’re looking in the wrong places 9
- 10. Numbers rarely speak for themselves • 2,000 page views • 70% returning visitors • 80% bounce rate 10
- 11. #heweb11 | #TNT12 | @epublishmedia 11
- 12. #heweb11 | #TNT12 | @epublishmedia 12
- 13. #heweb11 | #TNT12 | @epublishmedia So what? 13
- 14. #heweb11 | #TNT12 | @epublishmedia Discovery Search Bottom-up analytics Insights through discovery 14
- 15. It’s hard to find answers when you don’t know the questions to ask.
- 16. #heweb11 | #TNT12 | @epublishmedia Goals Answers Top-down analytics Answer your questions 16
- 17. To find answers with web analytics, start with meaningful content questions.
- 18. “ #heweb11 | #TNT12 | @epublishmedia Often numbers don’t speak as loudly as they should because you are missing one simple ingredient: context. Avinash Kaushik Web Analytics 2.0 18
- 19. Without context, your data is meaningless.
- 20. #heweb11 | #TNT12 | @epublishmedia 20
- 21. #heweb11 | #TNT12 | @epublishmedia 21
- 22. Goals provide context. Context provides meaning.
- 23. Analytics can do more than report progress— it can inform process. • Research and discovery • Content audits • Content analysis • Content governance 23
- 24. #eduiconf | @epublishmedia The challenges of qualitative research • Data usually from small numbers • Most methods take a snapshot in time • Difficult to capture some behavior • Setting sometimes artificial (e.g. lab tests) Source: http://www.slideshare.net/UserIntelligence/combining-methods-web-analytics-and-user-testing-4330718 24
- 25. Web analytics enables more comprehensive user research.
- 26. #heweb11 | #TNT12 | @epublishmedia Content audit 26
- 27. #heweb11 | #TNT12 | @epublishmedia 27
- 28. #heweb11 | #TNT12 | @epublishmedia 28
- 30. Web analytics can help identify and evaluate the impact of content problems.
- 31. #heweb11 | #TNT12 | @epublishmedia Content analysis • Usefulness and relevance • Clarity and accuracy • Influence and engagement • Completeness • Voice and style • Usability and findability Source: http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php 31
- 32. #heweb11 | #TNT12 | @epublishmedia How do I know which part of our audience is getting our message? Are they sharing our ideas? 32
- 33. #heweb11 | #TNT12 | @epublishmedia What type of content is most effective at driving inquiries? Which channel should we use to communicate with prospect students? 33
- 34. #heweb11 | #TNT12 | @epublishmedia Are people finding our content through search? When they find it, is it relevant to them? 34
- 35. Augment qualitative analysis with web analytics for deeper content insights.
- 36. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Content Goals Key Performance 3 Indicators (KPIs) 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 36
- 37. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Content Goals 3 Key Performance What is the purpose of Indicators (KPIs) your website? 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 37
- 38. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Content Goals Key Performance What actions do you 3 Indicators (KPIs) want people to take on your website? 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 38
- 39. #heweb11 | #TNT12 | @epublishmedia 39
- 40. #heweb11 | #TNT12 | @epublishmedia 39
- 41. “ #heweb11 | #TNT12 | @epublishmedia Great content moves people to action. Tim Nekritz Director of Web Communications, SUNY Oswego 40
- 42. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Goals What relevant web 3 Key Performance metrics can be used to Indicators (KPIs) measure your content 4 Targets goals over time? 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 41
- 43. #heweb11 | #TNT12 | @epublishmedia 42
- 44. #heweb11 | #TNT12 | @epublishmedia 42
- 45. #heweb11 | #TNT12 | @epublishmedia 43
- 46. #heweb11 | #TNT12 | @epublishmedia 43
- 47. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Goals 3 Key Performance How do you rate Indicators (KPIs) success? 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 44
- 48. #heweb11 | #TNT12 | @epublishmedia 45
- 49. #heweb11 | #TNT12 | @epublishmedia 45
- 50. #heweb11 | #TNT12 | @epublishmedia 46
- 51. #heweb11 | #TNT12 | @epublishmedia 46
- 52. #heweb11 | #TNT12 | @epublishmedia 47
- 53. #heweb11 | #TNT12 | @epublishmedia 47
- 54. #heweb11 | #TNT12 | @epublishmedia 48
- 55. #heweb11 | #TNT12 | @epublishmedia 48
- 56. #heweb11 | #TNT12 | @epublishmedia Web Analytics Framework 1 Business objectives 2 Goals Key Performance What visitor attributes 3 Indicators (KPIs) will provide meaningful insights? 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 49
- 57. #heweb11 | #TNT12 | @epublishmedia 50
- 58. #heweb11 | #TNT12 | @epublishmedia 50
- 59. #heweb11 | #TNT12 | @epublishmedia 51
- 60. #heweb11 | #TNT12 | @epublishmedia 51
- 61. 52
- 62. #heweb11 | #TNT12 | @epublishmedia Using analytics • Ask “so what?” at every stage in content planning • Identify and evaluate the impact of content problems • Augment qualitative analysis for deeper content insights • Make the case for content strategy— demonstrate content success and failure 53
- 63. #heweb11 | #TNT12 | @epublishmedia Next steps • Establish business objectives and content goals with content owners • Identify meaningful metrics (KPIs) • Align new content and related goals to established business objectives • Routinely demonstrate success 54
- 64. #heweb11 | #TNT12 | @epublishmedia So what? 55
- 66. #heweb11 | #TNT12 | @epublishmedia Thanks! Rick Allen @epublishmedia 57
Editor's Notes
- #2: \n
- #3: \n
- #4: \n
- #5: \n
- #6: \n
- #7: \n
- #8: \n
- #9: \n
- #10: \n
- #11: \n
- #12: \n
- #13: \n
- #14: \n
- #15: \n
- #16: \n
- #17: \n
- #18: \n
- #19: \n
- #20: \n
- #21: \n
- #22: \n
- #23: \n\n
- #24: \n
- #25: \n
- #26: \n
- #27: \n
- #28: \n\n
- #29: \n
- #30: \n
- #31: \n
- #32: \n
- #33: \n\n
- #34: \n\n
- #35: \n
- #36: \n
- #37: \n
- #38: \n
- #39: \n
- #40: \n
- #41: \n
- #42: \n
- #43: \n
- #44: \n
- #45: \n
- #46: \n
- #47: \n
- #48: \n
- #49: \n
- #50: \n
- #51: \n
- #52: \n
- #53: \n
- #54: \n
- #55: \n
- #56: \n
- #57: \n
- #58: \n\n\n