IS DATA ANALYTICS PASSÉ OR IS ACTION ANALYTICS IN? ROMA CHAUDHURI © 2016, STC INDIA CHAPTER

AGENDA How can we make analytics actionable? Types of analytics Holistic approach to gauge content performance Metrics to improve information experience Q&A © 2016, STC INDIA CHAPTER

KEY OBJECTIVES Goal Oriented Approach to Implement Analytics in Content Remediation Improve Information Experience Streamline Content Operations © 2016, STC INDIA CHAPTER

ACTIONABLE METRICS? © 2016, STC INDIA CHAPTER Image Reference - http://www.projectmanagement.com/blog-post/20906/Tips-for-Creating-a-Visual-Project-Dashboard

TYPES OF ANALYTICS Google Analytics Web Analytics Internal Analytics © 2016, STC INDIA CHAPTER Image Reference - http://www.business2community.com/digital-marketing/abcs-google-analytics-01645134#7ZyJKM8ZpV2TMeji.97, http://www.slideshare.net/ThinkUserIsrael/how-web-analytics-tools-will-help-you-do-better-user-experience,

WHERE TO BEGIN? © 2016, STC INDIA CHAPTER Image Reference - http://brandlearning.com/views-ideas/marketing-capability/4-tips-for-marketers-struggling-to-cope-with-information-overload/

BEGIN WITH THE END Pin down the specific goals. Implement the results to achieve the goals. © 2016, STC INDIA CHAPTER Image Reference - http://chrisguillebeau.com/how-to-conduct-your-own-annual-review/

LESS IS MORE Narrow down to specific metrics that help you meet those goals. © 2016, STC INDIA CHAPTER https://www.lakeviewhealth.com/many-paths-destination

BEGIN THE CHURN Set the rules, threshold, and the duration of the reports to track the metrics periodically. © 2016, STC INDIA CHAPTER https://one.ca.com/marketing/brand_center/Pages/Images.aspx

WHAT WOULD YOU MEASURE Content Consumption Content Quality Usage Page Views Doc Session Downloads Content Quality Search Bounce Rate Comments Usage Browser and OS Screen Resolution Traffic Geography Channel Grouping © 2016, STC INDIA CHAPTER

CONTENT CONSUMPTION - PAGE VIEWS Total number of pages viewed. Best Practices Place the most important topic at the top of the page followed by topics of decreasing importance below it Chunk content into smaller sections for lengthy topics Introduce a table of content in the high level pages Practice lean content writing Present content in numbers and bullet points © 2016, STC INDIA CHAPTER

CONTENT CONSUMPTION - DOC SESSION Period of time the user is engaged with the website or application. Best Practices Group articles based on relevance Ensure that the ToC is available in the high level pages Develop KB articles on severity 3 and severity 4 issues if logged Implement rich media © 2016, STC INDIA CHAPTER

CONTENT CONSUMPTION - PAGE VIEWS/ SESSION © 2016, STC INDIA CHAPTER https://analytics.google.com/analytics/web/#report/defaultid/a46566240w77603470p80226667/

CONTENT CONSUMPTION – DOWNLOADS Number of times user downloaded the content. Best Practice Minimize page size Make PDF downloads available at facet level © 2016, STC INDIA CHAPTER Image Reference - https://docops.ca.com/display/CSDP13

CONTENT QUALITY - SEARCH Queries used in the search box within your site. Commonly used search terms using a search engine. Best Practices Have minimal navigation Optimize the title Optimize the introduction © 2016, STC INDIA CHAPTER

CONTENT QUALITY - BOUNCE RATE The percentage of visits where a user navigates away from the landing page. Best Practices Chunk information to reduce page load time Optimize content with search terms Remove unnecessary attachments Add FAQs to indicate the product is alive and in demand Implement rich media Use diagrams to explain complex information © 2016, STC INDIA CHAPTER

CONTENT QUALITY - BOUNCE RATE © 2016, STC INDIA CHAPTER https://analytics.google.com/analytics/web/#report/defaultid/a46566240w77603470p80226667/

CONTENT QUALITY - COMMENTS Comments indicate the degree of involvement of customers with the content. Best Practices Implement editorial comments immediately Provide appropriate references Use appropriate use cases to describe a functionality Use diagrams to explain complex information © 2016, STC INDIA CHAPTER

CONTENT QUALITY - COMMENTS © 2016, STC INDIA CHAPTER Image Reference - https://docops.ca.com/display/CASM1401/Supportability+Matrix

USAGE - BROWSER AND OS Browser © 2016, STC INDIA CHAPTER https://analytics.google.com/analytics/web/#report/defaultid/a46566240w77603470p80226667/

USAGE - BROWSER AND OS Operating System © 2016, STC INDIA CHAPTER

USAGE - SCREEN RESOLUTION Types of devices used Most used screen resolution Responsive page design © 2016, STC INDIA CHAPTER Image Reference - https://analytics.google.com/analytics/web/#report/defaultid/a46566240w77603470p80226667/

TRAFFIC SOURCES - GEOGRAPHY The physical location of the customer. © 2016, STC INDIA CHAPTER Image Reference - https://analytics.google.com/analytics/web/#report/defaultid/a46566240w77603470p80226667/

TRAFFIC SOURCES - GEOGRAPHY The language set by customers in their browsers or system. © 2016, STC INDIA CHAPTER

TRAFFIC SOURCES – CHANNEL GROUPING The various channels through which customers reach your content. Organic Direct Referral Best Practices Evangelize content © 2016, STC INDIA CHAPTER https://analytics.google.com/analytics/web/#report/defaultid/a46566240w77603470p80226667/

CONCLUSION Content improvement plans must be based on actionable metrics that align with the goals of your organization. © 2016, STC INDIA CHAPTER