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Goa public affairs 20121213
- 1. Analytics and Content Government of Alberta Public Affairs Bureau December 13, 2012
- 2. Evolution Collecting High level metrics Advanced collecting Detailed metrics Useful/actionable data and insights
- 3. Search Global Analytics: Rollup Account Referral Referral Conversi on!
- 4. Search Still Search Conversi on!
- 10. Lessons learned Planning Documentation Reporting/Visualization
- 11. Goals
- 15. Refresh
- 21. Summary document Primary Audience(s) Secondary Audience(s) Funnel Contributions Primary Goals Secondary Goals Key Performance Indicators Reporting Metrics
- 22. Metrics that matter Traffic sources Conversions Behaviour Qualitative Segments
- 23. Search
- 30. Site search
- 32. This year however, we have been required to follow up via phone (which is a big drain on resources) as many of our students can't find where their email is. In the onversations with them I had to walk them through going to the ualberta.ca homepage then clicking on 'apps@ualberta.ca'to find their email account. It has become clear thatapps@ualberta.ca in no way translates to 'hey- that is where my email lives' to our students- especially those new to the U of A.
- 34. Remove Webmail
- 38. Change to Email & 粥沿沿壊
- 39. Discussion
Editor's Notes
- #3: - collecting: just getting whatever data we can. make sure its valid - high level: visits, pageviews, demographic data - advanced collecting: click tracking, filtering, events, custom variables - detailed metrics: sources, segments, search, behaviour based on segment - useful/actionable: info from data on how users behave helps make the decisions about content and design
- #4: Many sites using different GA accounts viewed as completely separate sites Attribution model is incorrect other data also incorrect: search terms, pages/visit, new and returning, landing pages
- #5: rollup account solves this separate accounts can be used to do path tracking
- #6: what it looks like
- #7: sources to all ualberta sites - much more accurate than many different accounts
- #8: we have 100s of accounts. also need to take into account how to manage
- #9: - what it looks like - managing users and access - maximize what you can do with accounts, profiles, filters etc - central account with admin means data is never lost
- #10: - GA in a good place - add other tools - Crazyegg: where are users clicking - KISS Metrics: what are users doing. paths, funnels, cohort - KISS Insights/Qualaroo: valuable qualitative data
- #11: - planning is key to capture the data you want - document what youre doing. have something that team can refer back to
- #12: - must have goals set up - without goals, how do you know if youre successful - old saying if you cant define success, you cant measure success - define it, measure it, improve it
- #13: - for us, the goals are obvious - match up to the Universitys overall goals as per the presidents Dare to Discover
- #14: - its on all our pages. - new version, it will be even more prominent and consistent - track all of these - how are users converting
- #15: - goals in GA - can be used to measure full conversions or even an almost conversion - almost means as close as we can get to final conversion, but we dont have the tech or access to fully complete the cycle with analytics
- #16: - almost ready to launch institutional refresh. - looking at our past data (1 year) and making changes based on what weve seen - clicks, usability, patterns, SEARCH
- #17: - define our funnels. how to users get from entry to goal completion
- #21: - document each major section/page
- #22: - heres whats in the summary document
- #23: - metrics that matter
- #24: - search - i believe search is huge. - look at Google Trends - how they predict flu trends - GOA using Google Search Appliance
- #25: - nearly half our traffic comes via search - very search-centric society
- #26: - more so now that address bars double as a search bar
- #27: you can see it in contributions to conversions - from FOI 2012
- #28: - and conversion rates
- #29: - search is intent - tells you exactly what people are looking for or how they see you - look for branded search - people who want to find you
- #30: - where users come from determines behaviour - not everyone is the same
- #31: - site search - what cant people find - what are you not making available
- #32: - search rates from specific pages - how hard is a page to use - people searching for links that are right on the page - convocation example
- #33: - email
- #35: - webmail to apps - people on campus over the last 2 years were communicated to - new people - NO IDEA
- #36: - document it
- #37: - what are the goals and how will we determine success
- #38: - change
- #39: result