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Measuring What Matters by Mind Map: Measuring What Matters
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Measuring What Matters

Method

Method

outcomes not data

Define Organization Objectives

make these clear, concise, executable, not vague

awareness?

participation?

highlight events?

influence, eg. policy

META dimensions

Traffic Acquisition, paid search, owned, ie. internal traffic, earned, eg. BBC article

Behavior, videos viewed, specific pages visited, proportion of repeat visitors

Outcomes, eg., downloads of reports, email contacts generated, newsletter signups, brand name searches

Strategies

Awareness - website goal is to reinforce our position as the authority on X research

Participation - Email contacts, comments, questions

Events - engage community, eg. CIFOR's 20th anniversary

Identify Key Performance Indicators

awareness (branded traffic)

Participation - newsletter signups, contacts, PDF downloads

Events - loyalty, turnout, signups

Identify KPI targets

awareness eg. +7k branded searches?

Participation - 500 newsletter signups, 25 contacts, 250 PDF downloads

Events - 50% repeat visits

Segment

external, internal - Segmentation is super important: trends and aggregate are almost meaningless without segmentation.

1. Acquisition.per click marketing (PPC), email, affiliate deals, display / banner ads, facebook marketing campaigns.

2. Behavior. page depth > 3, Landing page x, count of visits > x - what do they read and what can we learn from them

3. Outcomes: site activities that add value - such as micro conversion - people who watched a video, download a report, sign up for RSS

4. people who read to the end of an article, yes, this is measurable in google analytics

What to measure: outcomes

- hard indicators: popularity, relevance, transactions/interactions, engagement, downloads, social, email churn - soft indicators (surveys, exit questions) reader satisfaction

Reporting or Analysis

Popularity?, Basic, Unique visitors, # Visits, Pageviews

Relevance

Transactions/Interactions, shares, comments, contacts

Engagement, eg. newsletter signup

Downloads

Social

Dashboards, Content Efficiency, Initial Impression, Engagement, Outcome

Know Your Audiences

Who, Internal, Donors, Job seekers, Media, Policy Makers, Academics, Students, Farmers

What interests them?

How do they consume, website, email, social net

Frequency

Participation

Proportion

Health

Data Quality

Installed properly, all pages?, correct code, #include, manual?

Profiles and filters, Country, exclude/include internal traffic

Sub domains

extras

Google Analytics, set up goals

Speed

an important SEO factor

vital for usability

Relevance

Bounce rate

Keywords used

Time spent on site

Site Search

use of the website search box. this can be configured in Google Analytics: measures lostness and laziness. what can't people find on the site, can be used for editorial plan.

Connect to Google Webmaster Tools

Alerts

traffic spiks and troughs

broken pages

Seasonality

academic calendar

country vacation days

How To?

[avoid success theater - the comforting but ultimately meaningless feeling you get when your stats (eg. twitter followers, pageviews) increase by 10%. In Social Media terms focus on a small, highly engaged community than a large follower or fan count.

Dashboards

These reports are hosted by ypard, so please add them to your own accounts. You will also need to customize them for your own goals, brand names etc.

Advanced Blog Dashboard, https://www.google.com/analytics/web/template?uid=4Ny-nydzS86qoZDM3D8gcA

Basic Blog Dashboard, https://www.google.com/analytics/web/template?uid=3kP84MpgRp-7nYkjZbHSNw

Social Media Dashboard 1, https://www.google.com/analytics/web/template?uid=0GqDujfrSySM2mVPmj3DEA

Social Media Dashboard 2, https://www.google.com/analytics/web/template?uid=YUMEQsjVTsSRNAhXlihq1Q

Visitors, https://www.google.com/analytics/web/template?uid=BWzyLa5iSRu3Tk2STwNgqA

Technology, https://www.google.com/analytics/web/template?uid=5ROPzBqTSe6wfNiVf87nUw

Custom Reports

Twitter, https://www.google.com/analytics/web/template?uid=5s37JzmBS9q2S0ymYW-2XQ

SEO Reporting, https://www.google.com/analytics/web/template?uid=g1I3_CN8SBqTnK5o3PK3-A

Keyword Analysis and Engagement, https://www.google.com/analytics/web/template?uid=-TtGC1suQxS_ZJV3ZPzeZw

Hours and Days, https://www.google.com/analytics/web/template?uid=r8OXS_OkSqqMXjxfCkHRWw

Content Efficiency, https://www.google.com/analytics/web/template?uid=Y9DUbsobRBCAM_sYXv6hfA

Link Analysis, https://www.google.com/analytics/web/template?uid=zuSjXUnWQdapdeI9PuBqzA

Non-branded keyword report, https://www.google.com/analytics/web/template?uid=O7--h52uR1Ocut9K9_1E2A

Visitor acquisition efficiency, https://www.google.com/analytics/web/template?uid=4ALzHrlJTp6tw9jvBRj9_Q

404 errors, https://www.google.com/analytics/web/template?uid=TcI2YheDTwSZhrgZuP0fkw

Referring sites, https://www.google.com/analytics/web/template?uid=Zz4J7VxySr6T5acc-a6-0Q

Email Newsletter, https://www.google.com/analytics/web/template?uid=_6LHwGp9R8WhXu18qcusaQ

Resources

Google for non-profits

Free ads

Youtube branding

Grants

Google Apps

Check elibigility, http://bit.ly/1akzow0

GA Add ons

Social Analytics code http://bit.ly/10tptmQ

Tag builder http://bit.ly/10ttmrU

Tweet Lookup Plugin, http://bit.ly/18mR3qn

subdomain tracking, http://bit.ly/13Ze8IK

Download files

Event tracking goals, eg. <a href=”/downloads/whitepapers/seo-is-great.pdf” onClick=”_gaq.push(['_trackEvent', 'whitepaper', 'download', 'SEO is great', 5, true]);” target=”_blank”>SEO Is Great Whitepaper</a>

Social Interaction

http://bit.ly/10tptmQ

Reading

http://www.kaushik.net/avinash/

http://www.allanalytics.com/

Dashboards

http://inform.ly/

John Coffey

twitter, https://twitter.com/johnthunder

linkedin, http://Linkedin.com/in/searchenginemarketer

skype, johnolivercoffey

g+, https://plus.google.com/107265876169928143199/about

email, joc@netmidas.com

Culture

Overcoming fear

Baby steps, see section on Method

Don't overwhelm with data and reports

The Measurement Mentality

3 types of decision making, HPPO, Highest Paid Person's Opinion, Decision Making with : bad data, too much data and/or no goals, Decision making with data in continuous improvement process

Outcomes and impacts, not data, Did people do what you want?, Have you defined what you want?, Critical Few, Work backwards from Key Outcomes, get agreement on definition of Outcomes, Present insights first, then data, avoid confusion, avoid misinterpretation, Google Analytics, dashboards, custom reports

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