How to Harness the Power of Google Analytics and Vanity

Nooshin Latour Communications and Marketing Anirvan Chatterjee Data Strategy

WHAT IS UCSF PROFILES? PROFILES.UCSF.EDU

Hard to find the right expert Photo by CTSI at UCSF, used under CC,

for biomedical researchers

What is UCSF Profiles? Every UCSF researcher has a profile Every profiles automatically includes publications and research topics Researchers can log in to add a photo, bio, awards, etc.

What is UCSF Profiles? Users can search UCSF Profiles to find an expert on a topic, enabling collaboration Profiles data is publicly available via APIs, and used in 30 UCSF apps & websites

What is UCSF Profiles? Lots of traffic from on and off campus –2,800 visits per day –1 million visits per year –75% of traffic from search engines We actively mine web analytics data to provide insights into site usage

PHASE 1: LAUNCH JAN 2010 – DEC 2011

How do you launch a brand new campus-wide resource? Photo by Diane Yee, used under CC,

Tactics 1.News article on UCSF.edu 2.Executive Vice Chancellor s ~8000 people 3.Send postcard to the 2500 people profiled –Free iPad contest for users who update their profiles 4.Get major campus websites to link to the site –e.g. UCSF.edu, Library, School of Medicine 5.In-person outreach at faculty event

Results

PHASE 2: GROWTH JAN 2012 – JUN 2013

How to understand, increase website traffic and usage? Photo by Thomas Sauzedde, used under CC,

1. Search engine optimization

2. Advanced Google Analytics

3. Pretty URLs profiles.ucsf.edu/ ProfileDetails.aspx?Person= profiles.ucsf.edu/deborah.grady

4. Get incoming links from all over ucsf.edu cancer.ucsf.edu directory.ucsf.edu ctsi.ucsf.edu neurology.ucsf.edu meded.ucsf.edu immunology.ucsf.edu postdocs.ucsf.edu osr.ucsf.edu ind.ucsf.edu osher.ucsf.edu accelerate.ucsf.edu familymedicine.medschool.ucsf.edu microbiology.ucsf.edu humangenetics.ucsf.edu id.medicine.ucsf.edu endocrine.ucsf.edu medicine.ucsf.edu anesthesia.ucsf.edu epilepsy.ucsf.edu globalhealthsciences.ucsf.edu surgery.ucsf.edu radiology.ucsf.edu ucsfhealth.org open-proposals.ucsf.edu anp.ucsf.edu epibiostat.ucsf.edu stemcell.ucsf.edu diabetes.ucsf.edu globalresearch.ucsf.edu pharmacy.ucsf.edu addiction.ucsf.edu bms.ucsf.edu pharmchem.ucsf.edu ohns.ucsf.edu mountzion.ucsfmedicalcenter.org healthvalue.ucsf.edu tobacco.ucsf.edu ari.ucsf.edu surgicalmovementdisorders.ucsf.edu medschool.ucsf.edu dgim.ucsf.edu pharm.ucsf.edu pediatrics.ucsf.edu multiplesclerosis.ucsf.edu transplant.surgery.ucsf.edu cardiology.ucsf.edu studentlife.ucsf.edu globalprojects.ucsf.edu mphd.ucsf.edu psych.ucsf.edu pibs.ucsf.edu whcrc.ucsf.edu cfar.ucsf.edu nephrology.ucsf.edu experimental.medicine.ucsf.edu fellows.ucsf.edu urology.ucsf.edu cvri.ucsf.edu general.surgery.ucsf.edu officeofresearch.ucsf.edu dahsm.ucsf.edu gi.ucsf.edu odonovanlab.ucsf.edu coe.ucsf.edu dermatology.ucsf.edu ccb.ucsf.edu sfghres.ucsf.edu acrc.ucsf.edu lomvardaslab.ucsf.edu hcgne.ucsf.edu geriatrics.ucsf.edu top.ucsf.edu ita.ucsf.edu nursing.ucsf.edu hospitalmedicine.ucsf.edu nic.ucsf.edu plastic.surgery.ucsf.edu memory.ucsf.edu prds.ucsf.edu pulmonary.ucsf.edu

5. Syndicate Profiles data to campus websites and apps

Results

PHASE 3: ENGAGEMENT JUL 2013 – JUL 2014

The challenge Only 28% of users had edited their own Profiles pages (as of August 2013)

Regular Doesn’t Work Source: YouKnowWhatSpam is

Key Strategies 1.Measure: Establish benchmarks 2.Partnerships: Easier to work together 3.Automation: Tech trumps manual labor 4.Vanity: Tap into user motivations

CO-BRANDED PERSONALIZED S Case study 1

open rates for these campaigns, vs. industry averages UCSF Profiles News 41% UCSF Profiles UCTV 39% Our department newsletter: 26% Nonprofit industry avg.: 25% Education industry avg.: 23% Social networking avg.: 22% Software / web app avg.: 22%

AUTOMATED ONBOARDING S Case study 2

Automated onboarding 1.User added to Profiles 2.Daily process checks new user logs 3.New users get a customized welcome , delivered via Mandrill service provider

Automated onboarding

After two weeks… if they didn’t edit their Profile

A/B tested subject lines “Reminder: Mary, take a few minutes to update your UCSF Profiles page” vs. “Mary, here are three ways to enhance your UCSF Profiles page”

After two weeks… if they did edit their Profile

open rates Welcome #1: 39% Click-thru rate #1: 32 % Welcome #2A (didn’t edit): 26% Welcome #2B (did edit): 31%

CUSTOMIZED ENGAGEMENT S Case study 3

Default vs. Customized Profile

Customization rates As of November 2013, before this round of s: 18% had added a bio and photo 20% had added only a photo 3% had only added a bio 59% had added neither

Ask users to fill out their Profiles We sent a customized to 3,072 Profiles page owners s were customized by segments: 1.missing photo (3%) 2.missing bio (20%) 3.missing photo and bio (59%)

Users gets a custom pitch Specific call to action (e.g. “add photo”) Share average pageviews to motivate users

Results “Add bio” 12% made edits “Add photo” 11% made edits “Add both” 10% made edits

UCSF PROFILES ANNUAL REPORT 2013 Case study 4

What do researchers care about? Academic reputation Funding Status

Google Analytics tells us which networks looked at which user

So we can answer… Am I being viewed by: 1.Colleagues at UCSF? 2.Colleagues at other universities? 3.Pharmaceutical companies? 4.Foundations? 5.The National Institute of Health?

A/B testing subject lines NAME, your 2013 UCSF Profiles page report is ready NAME, your 2013 UCSF Profiles report is ready NAME, your 2013 UCSF Profiles stats are ready NAME, your UCSF Profiles stats are ready NAME, your UCSF Profiles pageviews in 2013 NAME, your UCSF Profiles pageviews Winner!

results Sent to 2,713 Profile owners Zero unsubscribes! Open rate: 46% Click rate: 14%

Survey user feedback 236 recipients (8.7%) completed survey 100% of them said knowing who looks at their Profile page is useful/interesting

Survey user feedback “I want to learn exactly who (which pharma, institution, company, govt agency) viewed my profile” “How many people are clicking on my publications?” “Are my pageviews high or low, compared with others?” “Always happy to see my name up in lights!”

Survey user feedback “I like my Profiles page. I think it's a great landing site for collaborators and students who want to do research with me.” “I've been putting off updating my page - this is very motivating” “This was a pleasant surprise. I didn't even know this information was being collected. I certainly didn't know others were interested.”

Did s help change users’ behavior? YES! 385 net users (6% of total) updated their Profiles for the first time

Key lessons 1.Measure: Establish benchmarks 2.Partnerships: Easier to work together 3.Automation: Tech trumps manual labor 4.Vanity: Tap into user motivations

The team

Thank you! Nooshin Anirvan UCSF Profiles profiles.ucsf.edu