Getting Creative with Web Analytics

You’re the Web Analytics Manager

Image credit: http://www.mcdonalds.ca/

You’re the Web Analytics Manager

Image credit: http://www.mcdonalds.ca/

You’re the Web Analytics Manager

Image credit: http://www.mcdonalds.ca/

Present a Campaign Performance

Dashboard

Your Task Is To

To start, think about this+ Campaign

The big idea is that anyone in Canada can ask any food-related question and McDonald’s will dig up an answer and post it on its website.

+ Channels Questions can be submitted via Twitter, Facebook and Website, answers on Website+ Metrics = Numbers What numbers can or should McD collect that will help them determine the success of this campaign?

Activity I

+ Identify Metrics = Numbers List/Identify all numbers they will need to collect from the website activity they’re inviting through this campaign+ Why do you think are these metrics useful? What do they indicate?

+ Objective What could be the objective of this campaign?

Some Metrics to work with + Number of Questions Asked+ Number of Answers Given (say All Answers were

Video Posts)+ Number of Follow up Questions Asked+ New Visitors to Website+ Unique Page Views+ Number of Video Views+ Returning Visitors to Website+ Number of Local Media Mentions of Campaign+ Number of International Media Mentions of

Campaign+ Positive Mentions in Social Media + Negative mentions in Social Media

Feel free to add more metrics to the list for your analysis. Remember, however, that a lot of meaningful analysis (KPIs) can be achieved from the metrics above.

Activity II

+ Translate into KPI’s Organize your numbers into meaningful ratios, percentages or rates + Group/Organize KPI’s and Metrics Group metrics and organize into a dashboard

+ Identify Metrics = Numbers List/Identify all numbers they will need to collect from the website activity they’re inviting through this campaign

+ Analyze – What are the numbers telling you?

Sample DashboardGoal (to

measure) KPI / Metric Desired

ChangeKey

Recipient

Presenting Your Dashboard

Calling One Enthusiastic Team!

Sample DashboardGoal (to

measure) KPI / Metric Desired

Change

Participation Number of Questions Asked Increase

Activated Participation

Number of Questions Asked / Number of New Visitors

Increase

Consumption of Answers

Video Views / Number of Answers Given

Increase

SkepticismNumber of Follow Up Questions

Asked/Number of Questions Asked

Decrease

Sentiment Improvement

Positive Mentions in Social Media / Number of Questions

Asked

Increase

Let’s Debrief

+ How did the process go?

+ Challenges? Other Approaches?

+ Insights Gained

+ Applications/Relevance to your client projects

+ Closing Thoughts

Q & A

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