Andrew Lewis

Digital Content Delivery Manager Victoria and Albert Museum, London

linkd.in/andrewlewis

Practical experiences of evidence-based change managementusing Google Analytics

MuseumNext, Barcelona 2012

What’s in the box?

What’s in the box?

Què?

Some big questions

• How should we change?

• What evidence can we

gather?

• What knowledge can we

gain?

• How can we apply it?

Change how?

Change management theory

Process

Culture

People

Incremental improvement

of current process

Experiment /risk to understand

meaning of change

Plannedchange

Disruptive

change

Long term - predictable

benefits

Short term - unpredictable

benefits

1 2

Change is...

But enough theory...

Case study

Promoting an online donation form

• Facebook

• Twitter

• Email newsletter (general

marketing)

• Email newsletter (paid Members

only)

• Site promotional module

Marketing Channels being used that we wish to track

• Facebook

• Twitter

• Email newsletter (general

marketing)

• Email newsletter (paid Members

only)

• Site promotional module

Marketing Channels being tracked

Google custom URL builder

Google Analytics URL Builder

http://www.vam.ac.uk/content/articles/s/stained-glass-

appeal/

Before

http://www.vam.ac.uk/content/articles/s/stained-glass-appeal/?utm_source=utm_source&utm_medium=site-promo-

module&utm_campaign=stained-glass-2012

After

Google AnalyticsAdvanced segments

How to set up an Advanced Segment

How to display an Advanced Segment

Campaign report in Google Analytics

How to find your campaign report!

• Facebook

• Twitter

• Email newsletter (general

marketing)

• Email newsletter (paid Members

only)

• Site promotional module

Marketing Channels being tracked

Facebook

Email newsletter

Site promotional module

All

Twitter

Source Visits % of total average pagesper visit

Averageduration

% new customers

Bouncerate

Stained-glass campaign traffic 590 82.9% 6.47 00:05:57 2.47% 37.0%

Direct Traffic 34 4.8% 2.29 00:00:44 58.8% 44.1%

Search Traffic 43 6.0% 1.17 00:00:14 16.67% 83.3%

Referral Traffic 21 2.9% 1.00 00:00:00 66.67% 100.0%

Total 688

Campaign medium Visits % of total average pagesper visit

Averageduration

% new customers

Bouncerate

Site promotional module 497 84.2% 6.47 00:05:57 2.5% 37.0%

Email newsletter (general marketing) 22 3.7% 1.67 00:03:08 0.0% 33.3%

Email newsletter (paid Members only) 21 3.6% 2.00 00:00:07 33.3% 33.3%

Facebook link 36 6.1% 2.20 00:07:43 20.0% 80.0%

Twitter link 14 2.4% 0.00 00:00:00 100.0% 100.0%

Total stained-glass campaign traffic 590

What we know about Facebook in this campaign

Fans

Facebook post Likes

Facebook shares

Visits to donation form from Facebook link

% Bounce visits

Number of “non-bounce” visits

Average length of visits

120,000

247

46

36

80%

7

7 mins 43 sec

What else?

18,961 visits from same header link on

ALL pages(includes home page)

8,961 visits from here

21,089 visits from

here

Change is...

18,961 visits from same header link on

ALL pages(includes home page)

8,961 visits from here

21,089 visits from

here

Process

Culture

People

The language of love

People

Process

•What are your objectives?

•How will you measure it?

•How does this fit with

strategy?

•If not a standard option,

justify

•How will you fund the

revenue cost?

Project proposal form

Standard options – easy for you

•Article

•Blog

•Journal Article

•Download

•Extras? bigger business case

Delivery menu

This is what we do

This is how we do it

This is why

Culture

Andrew Lewislinkd.in/andrewlewis@rosemarybeetleinstructables.com/rosemarybeetle

Merci per la seva atenció

MuseumNext, Barcelona 2012

Thanks for listening