1. IS DATA ANALYTICS PASSÉ OR IS ACTION ANALYTICS IN?
ROMA CHAUDHURI
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2. AGENDA How can we make analytics actionable? Types of analytics
Holistic approach to gauge content performance
Metrics to improve information experience
Q&A
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3. KEY OBJECTIVES
Goal Oriented Approach to Implement Analytics in Content Remediation
Improve Information Experience
Streamline Content Operations
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4. ACTIONABLE METRICS? © 2016, STC INDIA CHAPTER
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5. TYPES OF ANALYTICS Google Analytics Web Analytics Internal Analytics
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6. WHERE TO BEGIN? © 2016, STC INDIA CHAPTER
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7. BEGIN WITH THE END
Pin down the specific goals. Implement the results to achieve the goals.
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8. LESS IS MORE
Narrow down to specific metrics that help you meet those goals.
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9. BEGIN THE CHURN
Set the rules, threshold, and the duration of the reports to track the metrics periodically.
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10. 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
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11. 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
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12. 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
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13. CONTENT CONSUMPTION - PAGE VIEWS/ SESSION
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14. CONTENT CONSUMPTION – DOWNLOADS
Number of times user downloaded the content.
Best Practice
Minimize page size
Make PDF downloads available at facet level
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15. 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
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16. 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
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17. CONTENT QUALITY - BOUNCE RATE
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18. 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
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19. CONTENT QUALITY - COMMENTS
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20. USAGE - BROWSER AND OS Browser © 2016, STC INDIA CHAPTER

21. USAGE - BROWSER AND OS
Operating System
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22. USAGE - SCREEN RESOLUTION
Types of devices used
Most used screen resolution
Responsive page design
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23. TRAFFIC SOURCES - GEOGRAPHY
The physical location of the customer.
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24. TRAFFIC SOURCES - GEOGRAPHY
The language set by customers in their browsers or system.
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25. TRAFFIC SOURCES – CHANNEL GROUPING
The various channels through which customers reach your content.
Organic
Direct
Referral
Best Practices
Evangelize content
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26. CONCLUSION
Content improvement plans must be based on actionable metrics that align with the goals of your organization.
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