“Online” can be intimidating

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Until you reveal the mysteries

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Data

Information driven, not data driven

Information Driven Data DrivenInformation provides context.‘Actionable’.

Raw data is devoid of meaning.Not ‘actionable’.

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Information

Information

Meaning

Data

Meaning

Avoid data overload

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Visits Referrals Visits Per Visitor Entry Page Bounce

Rate Downloads Registrations Visit Duration Page Views

Per Visit Unique Visitor Society Sites Internal Search Terms

Click Through Ratio Visits Revenue Clicks To Page Units

Add To Cart Page Views Visits Per Visitor Entry Page

Bounce Rate Downloads Registrations Visit Duration

Page Views Per Visit Unique Visitor Referrer Internal

Search Terms Click Through Ratio Orders Revenue

Clicks

To Page Units Add To Cart Revenue Per Keyword Subscriptions

Focus on what matters

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Visits Referrals Visits Per Visitor Entry Page Bounce

Rate Downloads Registrations Visit Duration Page Views

Per Visit Unique Visitor Society Sites Internal Search Terms

Click Through Ratio Visits Revenue Clicks To Page Units

Add To Cart Page Views Visits Per Visitor Entry Page

Bounce Rate Downloads Registrations Visit Duration

Page Views Per Visit Unique Visitor Referrer Internal

Search Terms Click Through Ratio Orders Revenue

Clicks

To Page Units Add To Cart Revenue Per Keyword Subscriptions

Calculated metrics

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Metric Formula DescriptionCampaign Conversion Rate

Success Event/Click-through From Campaign

Highlights your most successful campaigns by calculating how often visits result in any number of success events, by campaign and channel.

Bounce Rate Single Page Visits/Entries Calculates the rate at which visitors enter your site, view one page and leave.

Weighted Bounce Rate

(Single Access/Entries)*(Page Views/Total Page Views)

Shows bounce rate, but lists them in order of pages with the most views so you can concentrate on high-impact pages.

Recommends Per Visit

Recommends/Visit Shows how often content is recommended (or shared or emailed, etc.) per visit.

Abstract Conversion Rate

Registrations/Abstract Views

Calculates the rate at which visitors view abstracts and then register to read the full article.

Form Completion Rate

Forms Submitted/Forms Initiated

Shows the percent of visitors who complete forms on your sites.

Note: Adapted from a white paper by Omniture

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Site Data

Email

Search engines

Online ads

Access fees

Ad revenue

Product revenue

Visitor attributes

Content attributes

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Generic metrics can be deceiving

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Source Visits

Google 38,759

Society Sites (a) 24,356

Society Sites (b) 18,259

Newsletter 13,729

Pub Med 7,080

Note: Fictional data, for illustrative purposes only.

Business-specific metrics matter most

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Source Visits Articles Read Per Visit

Recommend to Librarian

Pub Med 7,080 4.3 0.029

Society Sites (b) 18,259 3.5 0.077

Society Sites (a) 24,356 1.7 0.036

Newsletter 13,729 0.6 0.093

Google 38,759 0.3 0.012

Note: Fictional data, for illustrative purposes only.

Shots, not martinis

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How enticing is the content on your abstract pages?

How easy is your registration form to complete?

Do visitors read the full article? Or do they only spend a few seconds on the page?

How can you get more visitors to share using social tools?

Registration Form

Article

Share

Abstract Page

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Components of Google’s ranking algorithm

19Source: SEOMoz.org 2010 survey of 72 SEO professionals

Optimizing for humans

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Thank you

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Dan MooneyWeb Analytics ManagerJohn Wiley & Sons Publishing