Association Media &Association Media & Publishingg

W b A l tiWeb AnalyticsMeasure, Write, Measure: Using A l ti t H l Sh O liAnalytics to Help Shape Online

EditorialTuesday, May 18th

AgendaAgenda

Collection, Understanding, Decision MakingWhat is web analytics?Wh h ld I ?Why should I care?What should I measure?What do I do with the information?Who should be tasked?When do I start?Case Study: Institute of Food Technologists

What is web analytics?

Aggregated information about visitors.

How did visitors find my website?yDid they have a pleasant experience?Why did they visit?

Why should I care?Why should I care?

Achieve your business goals, improve association member experience.

What do you want visitors to do on the website, what do visitorswant to do on the site?want to do on the site?If you know what you want your visitors to do, do you know why

d h th t it thiand whether or not its something visitors WANT?

What should I measure?

Measure what impacts decision making!

What may be important to you, may not be important to the person down the hallwayWhat do you control, what do you influence?

What do I do with the data?

Make informed decisions.

Drive content strategy (drill down)Improve visibility of popular contentStrengthen partnerships with websites that refer traffic

Who should be tasked?

Everyone, kinda.

What part’s of your business are impacted by the association website(s)?Who is handy with Excel?Who’s the newbie?

When should I start?

NOW, but you probably already started.

Who’s the person who makes the changes and updates to the website?

Case Study: Institute of Food Technologists

Association, publisher, conference organizer

Case Study: Institute of Food Technologists

Why did IFT care?

New WebsiteMember experienceAdvertising revenue

Case Study: Institute of Food Technologists

What does IFT Measure?

VisitorsPageviewsBounce RatesTraffic ReferralsConversions

New MembersSubscribersSubscribersOnline Learning Sales

Case Study: Institute of Food Technologists

Who was tasked?

Knowledge and Learning Advertising Sales

Case Study: Institute of Food Technologists

When did IFT start?

Long time ago…Webtrends8 months ago…Google Analytics

Case Study: Institute of Food Technologists

What does “start” mean for IFT?

Business goal reviewTest group selectionTranslation of group business goals into measurement pointsStaff training, coaching, evangelizationMonthly review of data, contextualize!

Case Study: Institute of Food Technologists

What’s happened since “start?”

Testing scenariosBenchmarks developedUnderstanding of group impact and adoption

Case Study: Institute of Food Technologists

SEO Implications…

More Indexible ContentFriendly URLsTitle TagsCross LinkinggInbound link preservation (redirects)

Tool BoxTool Box

Cheap Tools

Google AnalyticsViral HeatSocial MentionTwittalyzeryGoogle WebmasterGoogle AdPlanner

Questions?Questions?

Michael Carrmcarr@aspirantmarketing.com@ p g708-369-0433