SharePoint Summit Toronto Presentation

Editor's Notes

• #3: Is your web site delivering the expected value? Are internal communication and document collaboration effective? Are staff and business partners experiencing your sites in a positive way? optimize site content; measure social community features available to employees, partners and customers; improve employee productivity; expand business intelligence; and minimize impact on the bottom line.
• #5: How many people here use SharePoint for Intranet vs Internet
• #6: Instead of telling you about what we do, I thought I would tell you what a lousy job the whole industry has done! Analytics suppliers have made a mess of everything!Nobody should care about all the reports. They’re boring!Instead, we need to draw meaning from them and we can’t do that if we don’t extract the important stuff!The majority of clients we work with ask us to come in and help them get their products working. By that they mean set up proper tagging and get reports configured and built. But the real pay-off is understanding what it all means! They often don’t use the reports to drive change and make improvements. It’s more just a passive curiosity. To drive this change requires buy-in from a Director with overall marketing and communication responsibility. And that is why web analytics governance is important, so everyone understands what the other is doing and that they work together for a common goal.
• #7: Often clients struggle with this question
• #8: While all web sites are different and have different objectives, fundamentally there are only two types of sites: those that make money and those that save money.
• #9: While all web sites are different and have different objectives, fundamentally there are only two types of sites: those that make money and those that save money.
• #10: There are lots of different web sitesBut fundamentally, there are only two types; those that make money and those that save money
• #11: How many people here use SharePoint for Intranet vs Internet
• #19: How many people here use SharePoint for Intranet vs Internet
• #20: Henry IV Cognac aged 100 years, $2 million6,500 brilliant cut diamonds
• #21: How many people here use SharePoint for Intranet vs Internet
• #22: It’s important to have a roadmap or progression for web analytics. We have created one that is Task orientedLets you know where you are and where you are going
• #24: Studies show that web analysts spend 90% of their time evaluating number of visitors and page viewsBut should we be measuring more visitors, hits or page views? Most organizations don’t have as GOAL to simple have more visitors. What if they are from geographical areas we don’t serve or those visitors don’t need what we offer?
• #25: All sites need to be promoted because we want more conversionsWhat is the value in seeing more page views or visitors? Those are not indications of how we are doing. A business goal is NEVER to simply get more traffic
• #26: Conversions are much more than tracking successful shopping cart check-outs or ecommerce activities, but include: filling in a form downloading a document Submitting a questionHowever, it’s still not enough to simply measure the number of conversions. We have to somehow compare or relate conversion counts to something else. The best way to accomplish this is to use Key Performance Indicators (KPIs) which are values that describe ratios, percentages, rates, or averages. Well designed KPIs should immediately inform how your site and organization is performing. So, instead of searching through verbose, untargeted reports, you could instead simply review specific values to understand how your web site is performing. And since KPIs are calculated measures from multiple web analytics reports and other data silos, the natural place-holders for KPIs are in dashboards that are automatically updated and customized for different audiences.
• #27: Conversions are much more than tracking successful shopping cart check-outs or ecommerce activities, but include: filling in a form downloading a document Submitting a questionHowever, it’s still not enough to simply measure the number of conversions. We have to somehow compare or relate conversion counts to something else. The best way to accomplish this is to use Key Performance Indicators (KPIs) which are values that describe ratios, percentages, rates, or averages. Well designed KPIs should immediately inform how your site and organization is performing. So, instead of searching through verbose, untargeted reports, you could instead simply review specific values to understand how your web site is performing. And since KPIs are calculated measures from multiple web analytics reports and other data silos, the natural place-holders for KPIs are in dashboards that are automatically updated and customized for different audiences.
• #31: I may get some disagreements, but these are not KPIsNone of these values tell you how you are doing. They are not actionable.
• #32: I don’t know if Eric Peterson first described KPIs as being expressed in these four ways but he did in his “Big Book on KPIs”KPIs are always described as:RatesRatiosAveragesPercentages
• #33: I don’t know if Eric Peterson first described KPIs as being expressed in these four ways but he did in his “Big Book on KPIs”KPIs are always described as:RatesRatiosAveragesPercentages
• #39: I and Eric will cover some of these other topics, but I wanted to just briefly speak to Web Analytics Governance.
• #41: All configuration, access, and direction provided by a single person or a single web analytics team. End users may be granted direct access to the web analytics software to retrieve or schedule their own reports. End users go directly to the web analytics team for support and/or troubleshooting.
• #42: The web analytics team, or person, grants access to power-users that manage their respective teams or departments. The web analytics team is responsible for training the power-users and assisting them with troubleshooting that they are unable to resolve.End users work with their assigned power-user to resolve any questions they have or troubleshooting that may be necessary. End users do not interact directly with the web analytics team.
• #43: Representatives from each department form a web analytics committee. A sponsor from the executive management team ensures web analytics has the appropriate visibility across the organization. The web analytics committee provides direction and prioritization for the web analytics team.The web analytics team, or person, grants access to power-users that manage their respective teams or departments. The web analytics team is responsible for training the power-users and assisting them with troubleshooting that they are unable to resolve.End users work with their assigned power-user to resolve any questions they have or troubleshooting that may be necessary. End users do not generally interact directly with the web analytics team. They also report their concerns, findings, and KPIs to the manager of their web analytics team representative, closing the governance loop.
• #45: SharePoint is not a Page oriented solution
• #47: SharePoint is not a Page oriented solution
• #50: Errors - The higher the error rate, the poorer the user experience. E/F - Are predominantly French-speaking teams consuming more content in English? Is this an indicator of translation quality or accessibility?Meta tags will include things like “author”, “keywords”, “subject”. As people post, view, or delete content will show on what types of content are the most active, frequent keywordsBreadcrumbs can show in what hierarchical structure content is most useful and accessed.By generating document action reports (i.e. use of edits and check-outs), can the content management team identify “content MVP’s” or “loose cannons” to reward or discourage use in the future?Breadcrumbs – do people consume information as you expect them to?
• #51: Measures in this group are all related to what people do about content.Another way to understand the difference between the two: content interaction would be publishing new content and content use would be commenting about the newly published content.Most printed forms – good candidates for conversion to online formsAlerts will indicate which content is most important to staffDownloads – most useful documents
• #52: Poor performance if people spend too much time on SearchSearches – The most basic measure of findability is searches, which is the execution of a search based on the entered search terms. The higher the number of searches being executed the less findable content is.Result Pages Viewed - can be used to ID content that SHOULD be there compared to what was searched forSearch refinements - “benefits”, “benefits form”, and finally “benefits form 2011”; could deliver “best bets”Search Result Count - This measure is the number of results returned to staff. If there are too many search results it is unlikely staff will even see the results. Searches where the search result count is high and the results pages viewed are high indicate poor performing searchSearch Terms – The actual wordsentered when the staff member performed the search. This allows for reporting on the search terms most frequently appearing, which is often an indicator of content that isn’t easily found through existing information organization. This is also a high indication of lost productivity for staff.
• #53: Poor performance if people spend too much time on SearchIssue Code List of common set of codes. Shows what are most common problems and confusion when using the intranet.Resolution Code When an issue is resolved this code indicates how the resolution was achieved. Shows what are most common resolutions. AND it shows what could be good procedures to automate online.
• #54: SharePoint offers a number of ways for receiving site content via subscription. RRS Feed Reads are requests for updates – sign of popular contentDocument Library Links –shows the number of times staff has set this up and provides an indicator of the popularity of this feature and the content.RSS Article Requests & Subscriptions–This measure is taken along with the article title to facilitate reporting of which articles have the highest interest.
• #55: “Campaigns” is a general term used in web analytics that refers to the effort to alter visitor behaviour. This can include traditional campaign activities, such as banner ads, or e-mail marketing, but can also encompass any action taken to get staff to do, or not do something. Companies often want staff to utilize new features, download forms, participate in team sites, or be aware of upcoming events, for example
• #56: comparing these measures will allow companiesto understand the preferred methods of communicating with each other via the intranetBlog Reads–staff to write blogs in their profile page. Recording blog reads allows for the tracking of which staff members produce the most read blogs, and which staff members are reading them.
• #57: Incident Code – the purpose of chat sessionRequestor & Responder – staff adoptionSessions and Session Length – indicate popularity of chat
• #68: Page oriented vs. browser event driven for SharePoint
• #69: SharePoint poses some special challenges when it come to web analyticsThe traditional tools are great at reporting on page oriented metrics, such as Page Views, how many visitors came to the site and what paths they took; what the visitor sources were and if they came to the site responding to a specific campaign. But SharePoint has capabilities that those products struggle with such as Web Parts and Breadcrumbs which is the path people used to navigate the site; Internal Searches and how the site is divided into Sites and subsites. And finally, document actions. This is how people collaborate with the information on the intranet sites, such as checking out documents, what changes they make to them etc. We created Mergence to plug into the traditional set of web analytics products to supercharge the reporting for themWe are able to collect SharePoint specific information such as ……..
• #73: even though it works with all major analytics vendors, I’ll tell you why it is best with Webtrends
• #84: Web site owners find themselves drowning in data but thirsty for informationKPI’s are the keyKPIs quickly tell how you and the organization is performing
• #85: Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.