ANALYTICS: MEASURE, ANALYZE, ACT! Indiana University Communications Thom Atkinson Chris Brown Bob Molnar Jenifer Wesner

A GENDA I.Marketing Campaigns – Measuring Your ROI II.Measuring Across Diverse Media III.On the Horizon: Up & Coming Analytics Solutions IV.Conclusion

“If you're not measuring, you're not marketing.” - Tweet from Michael Regoli of IU Bloomington, at the 2011 Communications & Marketing Conference

MEASURING YOUR ROI

Measure AnalyzeAct The Analytics Process

M EASURING Y OUR ROI Introduction – What are analytics? Analytics are the measurement, collection, analysis and reporting of audience data. Track Performance Understand Audience Enhance Content Improve Usability Optimize Experience

M EASURING Y OUR ROI Why use analytics tools? LowBarrier Low Barrier Inexpensive…even FREE Non-Disruptive Robust Data Collection Complex Analysis and Reporting Tracking Methods for Most Mediums & Platforms

M EASURING Y OUR ROI Why use analytics tools? PotentialOpportunities Potential Opportunities Discover New Audience Segments Identify Relative Topics Target Most Effective Sources and Channels Personalize Messaging Improve Pathways

M EASURING Y OUR ROI Why use analytics tools? HigherYield Higher Yield Increase Reach and Engagement Maximize Efforts and Resources Capitalize on Emerging Trends High-Quality Responses

M EASURING Y OUR ROI Limitations of analytics SamplingErrors Sampling Errors Anonymous Users Technology Blind SpotsSpecificity Behavioral Measurement Limited Demographics for Public AudiencesPassivity Informs vs. Affects

M EASURING Y OUR ROI Metrics Single Snapshot Current Measurement of a Specific Value Possibility of OutliersTrends Measurement over a Period of Time Reliability (Lower Margin of Error) Reactive vs. Responsive Metrics vs. Trends

M EASURING Y OUR ROI Campaign Variances Typically Multi-Vehicle Message Diversity Defined Call-to-Action(s) Multiple TouchesAnalytics Media-Specific Tools Comprehensive Platform Campaign Performance and ROI

MEASURING ACROSS DIVERSE MEDIA

MEASURING ACROSS DIVERSE MEDIA: SOCIAL MEDIA

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Facebook

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics - Twitter

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics – HootSuite (Third Party Application)

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics – HootSuite (Third Party Application)

M EASURING A CROSS D IVERSE M EDIA Social Media Metrics – HootSuite (Third Party Application)

MEASURING ACROSS DIVERSE MEDIA: MARKETING

M EASURING A CROSS D IVERSE M EDIA Marketing - WhatCounts IU-hosted server IU-hosted server Easy to use web interface Easy to use web interface Cost between $300 for 100,000 s to $3,000 for unlimited s and subrealms Cost between $300 for 100,000 s to $3,000 for unlimited s and subrealms Click through Analytics, and tie in with web site analytics Click through Analytics, and tie in with web site analytics

M EASURING A CROSS D IVERSE M EDIA Marketing - Deliverability While world wide deliverability continues to decline ( currently 76.5% average ) we are able to maintain > 99.7% deliverability.

M EASURING A CROSS D IVERSE M EDIA Marketing - Analytics Bounce Rates Bounce Rates Soft Bounce—an address is temporarily unable to receive messages (e.g., mailbox is full). Soft Bounce—an address is temporarily unable to receive messages (e.g., mailbox is full). Hard Bound—an address is permanently unable to receive messages (e.g., revoked accounts). Hard Bound—an address is permanently unable to receive messages (e.g., revoked accounts). Delivery Rate—When a sending server receives an acknowledgement from a receiving server, a message is marked as ‘delivered’ (true even if the message bounces). Delivery Rate—When a sending server receives an acknowledgement from a receiving server, a message is marked as ‘delivered’ (true even if the message bounces).

M EASURING A CROSS D IVERSE M EDIA Marketing - Analytics Unsubscribe Rates—When a reader chooses to no longer receive the specific stream of communication. Unsubscribe Rates—When a reader chooses to no longer receive the specific stream of communication. Global Opt-Out—When a reader no longer wishes to receive any further communication from the sender (all communication). Global Opt-Out—When a reader no longer wishes to receive any further communication from the sender (all communication). Complaints—A reader has marked your message as spam. Complaints—A reader has marked your message as spam.

M EASURING A CROSS D IVERSE M EDIA Marketing - Analytics Click-through Rates Click-through Rates Total Click-through Rate—Total number of link clicks an receives as a percentage of subscribers. Good measure of how popular the messages content is. Total Click-through Rate—Total number of link clicks an receives as a percentage of subscribers. Good measure of how popular the messages content is. Unique Click-through Rate—Total number of unique link clicks an receives as a percentage of subscribers. Tied to individual users (not devices). Unique Click-through Rate—Total number of unique link clicks an receives as a percentage of subscribers. Tied to individual users (not devices). Click to Open Rate—total links clicks as a percentage of opens. Click to Open Rate—total links clicks as a percentage of opens.

M EASURING A CROSS D IVERSE M EDIA Marketing - Analytics

M EASURING A CROSS D IVERSE M EDIA Marketing - Analytics

M EASURING A CROSS D IVERSE M EDIA Marketing – Best Practices Keep “Calls to Action” at the top 300 pixels: templates/other/iuk/index.html Keep “Calls to Action” at the top 300 pixels: templates/other/iuk/index.html templates/other/iuk/index.html templates/other/iuk/index.html Have an equal mix of image and text: templates/customizable/football-opener/index.html Have an equal mix of image and text: templates/customizable/football-opener/index.html templates/customizable/football-opener/index.html templates/customizable/football-opener/index.html For Deliverability, add a physical address: evite/production/index.shtml For Deliverability, add a physical address: evite/production/index.shtml evite/production/index.shtml evite/production/index.shtml Try to remember all while creating your perfect Try to remember all while creating your perfect

M EASURING A CROSS D IVERSE M EDIA Marketing – Best Practices Design in a grid Design in a grid Use the old HTML 4 & inline styles Use the old HTML 4 & inline styles Keep “Call to Actions” in the top 300 pixels Keep “Call to Actions” in the top 300 pixels Include a properly formatted physical address Include a properly formatted physical address Throttle large distributions Throttle large distributions Limit width to 600 pixels Limit width to 600 pixels Test in major clients Test in major clients More IU Communications best practices at: go.iu.edu/5Kh More IU Communications best practices at: go.iu.edu/5Kh go.iu.edu/5Kh

MEASURING ACROSS DIVERSE MEDIA: WEB & CAMPAIGNS

M EASURING A CROSS D IVERSE M EDIA How Google Analytics Works, Part 1

M EASURING A CROSS D IVERSE M EDIA How Google Analytics Works, Part 2

M EASURING A CROSS D IVERSE M EDIA Google Analytics Blind Spots Disabled Javascript Blocked Cookies Removed Cookies Private Browsing Multiple Devices or Browsers VPN Connections

M EASURING A CROSS D IVERSE M EDIA Google Analytics Profiles Google Analytics excels at segmentation reporting. You can configure multiple account profiles to measure segments. TIP: Always define an unfiltered profile!

M EASURING A CROSS D IVERSE M EDIA Google Analytics Filters Help define segments Help define segments Can apply to multiple profiles Can apply to multiple profiles Cannot process legacy data Cannot process legacy data Types: Types: Pre-defined Pre-defined Custom Custom

M EASURING A CROSS D IVERSE M EDIA A goal is a website page that serves as conversion for your site – i.e. completion of call to action. Form confirmation Form confirmation Downloads Downloads Purchase Purchase Time on site Time on site Negative goals (e.g., less than X minutes in a site visit) Negative goals (e.g., less than X minutes in a site visit) A funnel represents the path that you expect visitors to take on their way to converting to the goal. Conversion rate Conversion rate Visitor goal abandonment Visitor goal abandonment Bottlenecks Bottlenecks Goals and Funnels

M EASURING A CROSS D IVERSE M EDIA Goal Funnel

M EASURING A CROSS D IVERSE M EDIA Goal Visualization

M EASURING A CROSS D IVERSE M EDIA How can I better understand my audience? Two Chief Questions Google Analytics Can Answer How can I better understand my site content?

M EASURING A CROSS D IVERSE M EDIA It’s all about …

M EASURING A CROSS D IVERSE M EDIA Source Source Visits/Sessions Visits/Sessions Direct Visits Direct Visits Exits Exits Bounce Rate Bounce Rate Pageviews Pageviews Time on Page Time on Page Time on Site Time on Site % of New Visitors % of New Visitors Key Engagement Terms & Metrics

M EASURING A CROSS D IVERSE M EDIA Source Source is the origin of a website visit Source is the origin of a website visit Types of sources: Types of sources: Direct – typing a URL, or from a bookmark, or from a browser’s history, etc. Direct – typing a URL, or from a bookmark, or from a browser’s history, etc. Referral – from an external (non-search engine) site Referral – from an external (non-search engine) site Campaigns – links associated with periodic or ongoing marketing campaigns Campaigns – links associated with periodic or ongoing marketing campaigns Organic – from a search engine Organic – from a search engine

M EASURING A CROSS D IVERSE M EDIA Organic Sources Largest segment and single-most important type of source Largest segment and single-most important type of source Google is the biggest player Google is the biggest player You can improve SEO by researching the organic segment You can improve SEO by researching the organic segment Segment further by looking at non- branded keywords Segment further by looking at non- branded keywords

M EASURING A CROSS D IVERSE M EDIA Visits/Session Visit/Session is the period of time a user interacts with your website Visit/Session is the period of time a user interacts with your website Begins when a user interacts with a page on your site Begins when a user interacts with a page on your site Ends one of two ways: Ends one of two ways: User goes to another site and does not return within 30 minutes User goes to another site and does not return within 30 minutes User is inactive on a site for at least 30 minutes User is inactive on a site for at least 30 minutes

M EASURING A CROSS D IVERSE M EDIA Time on Page and Time on Site What happened to the Time on Page for page 3? Since Google Analytics cannot detect the start stamp for page 4, an external page, it cannot calculate page 3’s Time on Page!

M EASURING A CROSS D IVERSE M EDIA Direct Visits Direct visits occur in a number of ways: Direct visits occur in a number of ways: Typing the URL Typing the URL Clicking a link in an Clicking a link in an Bookmarks or browser history Bookmarks or browser history Could be a good indicator of visitor loyalty (not by itself, but when measured with other stats like return visitors) Could be a good indicator of visitor loyalty (not by itself, but when measured with other stats like return visitors) Good resource on direct visits: “Analytics Direct Traffic is NOT What You Think It Is” ( Good resource on direct visits: “Analytics Direct Traffic is NOT What You Think It Is” (

M EASURING A CROSS D IVERSE M EDIA Exits An exit happens when … An exit happens when … … someone clicks on an external link and does not return to your site within 30 minutes. … someone clicks on an external link and does not return to your site within 30 minutes. … someone leaves your site for another and does not return within 30 minutes … someone leaves your site for another and does not return within 30 minutes … someone records at least 30 minutes of inactivity on your site … someone records at least 30 minutes of inactivity on your site Exit rate is a page-specific metric that shows the % of overall visits that exit from a particular page. Good for examining the health of content. Exit rate is a page-specific metric that shows the % of overall visits that exit from a particular page. Good for examining the health of content.

M EASURING A CROSS D IVERSE M EDIA Pageview Pageviews measure each time a user visits a page within a site Pageviews measure each time a user visits a page within a site Do not confuse with “hits” Do not confuse with “hits” Good measurement for traditional webpages with static content Good measurement for traditional webpages with static content

M EASURING A CROSS D IVERSE M EDIA Percentage of New Visitors Percentage of new visitors represents visits from users whose browsers do not have a stored GA cookie. Percentage of new visitors represents visits from users whose browsers do not have a stored GA cookie. Actual new visitors Actual new visitors Users who cleared their cookies Users who cleared their cookies Users who visited in a private session previously Users who visited in a private session previously Users who are visiting again using a new device or browser Users who are visiting again using a new device or browser Always study in the context of segmentation and with other metrics (e.g., Direct Traffic vs. Organic Traffic) Always study in the context of segmentation and with other metrics (e.g., Direct Traffic vs. Organic Traffic)

M EASURING A CROSS D IVERSE M EDIA Bounce Rate Bounce rate is one of the most important metrics in analytics Bounce rate is one of the most important metrics in analytics Measures the rate of one-page visits Measures the rate of one-page visits Good indicator that you need further study Good indicator that you need further study High bounce rates can indicate … High bounce rates can indicate … … stale content … stale content … problems with navigation … problems with navigation … high number of external links … high number of external links Always make decisions only after further study! Always make decisions only after further study!

M EASURING A CROSS D IVERSE M EDIA Campaigns Campaigns are a way to segment audiences by a particular group of communication media (what types of media are driving traffic?) Campaigns are a way to segment audiences by a particular group of communication media (what types of media are driving traffic?) Newspaper ads Newspaper ads Targeted s Targeted s Postcards Postcards Billboard Billboard Uses custom URLs via Link Tagging Uses custom URLs via Link Tagging

M EASURING A CROSS D IVERSE M EDIA Campaign Name: Summer Arts Fest 2012 Campaign Name: Summer Arts Fest 2012 Campaign Medium: Newspaper Ads Campaign Medium: Newspaper Ads Campaign Source: Nuvo Indy Campaign Source: Nuvo Indy GA Campaign URL: du/?utm_source=nuvo- indy&utm_medium= newspaper-ads& utm_campaign= summer-arts-fest-2012 GA Campaign URL: du/?utm_source=nuvo- indy&utm_medium= newspaper-ads& utm_campaign= summer-arts-fest-2012 Advertised URL: edu/nuvo Advertised URL: edu/nuvo Campaign Example

M EASURING A CROSS D IVERSE M EDIA Campaign Report

M EASURING A CROSS D IVERSE M EDIA Events GA, by default, can only report on activity on internal site pages. GA, by default, can only report on activity on internal site pages. Using event tagging, we can learn more about a variety of user actions: Using event tagging, we can learn more about a variety of user actions: Clicks to external pages Clicks to external pages Plays, fast-forwards, & pauses of a video Plays, fast-forwards, & pauses of a video Interactions with dynamic content (e.g., slideshows) Interactions with dynamic content (e.g., slideshows)

M EASURING A CROSS D IVERSE M EDIA Event Category: Homepage Slideshow Event Category: Homepage Slideshow Event Action: Click Event Action: Click Event Label: 3 – Student Generosity Event Label: 3 – Student Generosity Event Example

M EASURING A CROSS D IVERSE M EDIA Event Report

M EASURING A CROSS D IVERSE M EDIA Best Practices for Website Measurement Establish site goals (macro and micro) Establish site goals (macro and micro) Define the audience(s) and metrics for each goal Define the audience(s) and metrics for each goal Update site privacy policy Update site privacy policy Create a Google Account Create a Google Account Create a RAW DATA profile Create a RAW DATA profile Create filters for isolating and analyzing audience segments Create filters for isolating and analyzing audience segments Map goal funnels Map goal funnels Use campaigns Use campaigns

M EASURING A CROSS D IVERSE M EDIA Best Practices for Website Measurement Establish a scheduled review period for each goal. Establish a scheduled review period for each goal. Review metrics defined for each goal. Review metrics defined for each goal. Raw Data Raw Data Filters Filters Advanced Segmentations Advanced Segmentations Determine trends, performance bottlenecks, and new growth opportunities. Determine trends, performance bottlenecks, and new growth opportunities. Identify actionable insights. Identify actionable insights.

M EASURING A CROSS D IVERSE M EDIA Best Practices for Website Make it a priority! Make it a priority! Dedicate resources for action. Dedicate resources for action. Implement site changes to better align with goal objectives reflective of analytics findings: Implement site changes to better align with goal objectives reflective of analytics findings: Content Content SEO SEO Site/Page Usability Site/Page Usability Process/Workflow Process/Workflow Design Elements Design Elements

ON THE HORIZON: UP & COMING ANALYTICS SOLUTIONS

O N THE H ORIZON Cascade WCMS Google Analytics Connector

O N THE H ORIZON Spectate

ADDITIONAL RESOURCES

For More Information … Social Media: Social Media Monitoring & Metrics (Paper.li): Social Media Monitoring & Metrics (Paper.li): Social Media In Higher Education Today: Social Media In Higher Education Today:

A DDITIONAL R ESOURCES For More Information … Marketing: WhatCounts Resources Guide: WhatCounts Resources Guide: WhatCounts Metrics 101 WhatCounts Metrics marketing-metrics-101-deliverability/ marketing-metrics-101-deliverability/ marketing-metrics-101-deliverability/ marketing-metrics-101-deliverability/ marketing-metrics-101-conversion-rate/ marketing-metrics-101-conversion-rate/ marketing-metrics-101-conversion-rate/ marketing-metrics-101-conversion-rate/ marketing-metrics-101-clickthrough-rate/ marketing-metrics-101-clickthrough-rate/ marketing-metrics-101-clickthrough-rate/ marketing-metrics-101-clickthrough-rate/ marketing-metrics-101-open-rate/ marketing-metrics-101-open-rate/ marketing-metrics-101-open-rate/ marketing-metrics-101-open-rate/ The Marketing Monitor (Paper.li): The Marketing Monitor (Paper.li):

A DDITIONAL R ESOURCES For More Information … Web Analytics & Campaign Analytics: Occam’s Razor—Digital Marketing & Analytics (by Avinash Kaushik): Occam’s Razor—Digital Marketing & Analytics (by Avinash Kaushik): How to measure success with Google Analytics campaigns ogle-analytics-campaigns/ How to measure success with Google Analytics campaigns ogle-analytics-campaigns/ ogle-analytics-campaigns/ ogle-analytics-campaigns/ Google Analytics Campaign URL Builder: ?hl=en&answer= Google Analytics Campaign URL Builder: ?hl=en&answer= ?hl=en&answer= ?hl=en&answer= Go IU URL shortener: Go IU URL shortener: Bit.ly URL shorener: Bit.ly URL shorener:

A DDITIONAL R ESOURCES For More Information … Web Analytics & Campaign Analytics: Advanced Web Metrics with Google Analytics by Brian Clifton: Advanced Web Metrics with Google Analytics by Brian Clifton: Web Analytics 2.0 by Avinash Kaushik: Web Analytics 2.0 by Avinash Kaushik: Web #Analytics Daily (Paper.li): Web #Analytics Daily (Paper.li):

A DDITIONAL R ESOURCES For More Information … You can find these slides and more information by visiting the IU Metrics website:

A DDITIONAL R ESOURCES Thom Atkins Senior Social Media Specialist Chris Brown Assistant Director of Informational and Emerging Technologies Bob Molnar Web Production Manager Jennifer Wesner Data Analyst Contact Us

WHAT QUESTIONS DO YOU HAVE FOR US?

W EB A NALYTICS : M EASURING E NGAGEMENT Thank You!