Measuring What Matters

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Measuring What Matters by Mind Map: Measuring What Matters

1. Method

1.1. Method

1.1.1. outcomes not data

1.2. Define Organization Objectives

1.2.1. awareness?

1.2.2. participation?

1.2.3. highlight events?

1.2.4. influence

1.2.4.1. eg. policy

1.3. META dimensions

1.3.1. Traffic Acquisition

1.3.1.1. paid search

1.3.1.2. owned

1.3.1.2.1. ie. internal traffic

1.3.1.3. earned

1.3.1.3.1. eg. BBC article

1.3.2. Behavior

1.3.2.1. videos viewed

1.3.2.2. specific pages visited

1.3.2.3. proportion of repeat visitors

1.3.3. Outcomes

1.3.3.1. eg.

1.3.3.1.1. downloads of reports

1.3.3.1.2. email contacts generated

1.3.3.1.3. newsletter signups

1.3.3.1.4. brand name searches

1.4. Strategies

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

1.4.2. Participation - Email contacts, comments, questions

1.4.3. Events - engage community

1.4.3.1. eg. CIFOR's 20th anniversary

1.5. Identify Key Performance Indicators

1.5.1. awareness (branded traffic)

1.5.2. Participation - newsletter signups, contacts, PDF downloads

1.5.3. Events - loyalty, turnout, signups

1.6. Identify KPI targets

1.6.1. awareness eg. +7k branded searches?

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

1.6.3. Events - 50% repeat visits

1.7. Segment

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

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

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

1.7.4. 4. people who read to the end of an article

1.7.4.1. yes, this is measurable in google analytics

1.8. What to measure: outcomes

1.8.1. Reporting or Analysis

1.8.2. Popularity?

1.8.2.1. Basic

1.8.2.1.1. Unique visitors

1.8.2.1.2. # Visits

1.8.2.1.3. Pageviews

1.8.3. Relevance

1.8.4. Transactions/Interactions

1.8.4.1. shares

1.8.4.2. comments

1.8.4.3. contacts

1.8.5. Engagement

1.8.5.1. eg. newsletter signup

1.8.6. Downloads

1.8.7. Social

1.8.8. Dashboards

1.8.8.1. Content Efficiency

1.8.8.1.1. Initial Impression

1.8.8.1.2. Engagement

1.8.8.1.3. Outcome

1.9. Know Your Audiences

1.9.1. Who

1.9.1.1. Internal

1.9.1.2. Donors

1.9.1.3. Job seekers

1.9.1.4. Media

1.9.1.5. Policy Makers

1.9.1.6. Academics

1.9.1.7. Students

1.9.1.8. Farmers

1.9.2. What interests them?

1.9.3. How do they consume

1.9.3.1. website

1.9.3.2. email

1.9.3.3. social net

1.9.4. Frequency

1.9.5. Participation

1.9.6. Proportion

2. Health

2.1. Data Quality

2.1.1. Installed properly

2.1.1.1. all pages?

2.1.1.2. correct code

2.1.1.2.1. #include

2.1.1.2.2. manual?

2.1.2. Profiles and filters

2.1.2.1. Country

2.1.2.2. exclude/include internal traffic

2.1.3. Sub domains

2.1.4. extras

2.1.5. Google Analytics

2.1.5.1. set up goals

2.2. Speed

2.2.1. an important SEO factor

2.2.2. vital for usability

2.3. Relevance

2.3.1. Bounce rate

2.3.2. Keywords used

2.3.3. Time spent on site

2.4. Site Search

2.5. Connect to Google Webmaster Tools

2.6. Alerts

2.6.1. traffic spiks and troughs

2.6.2. broken pages

2.7. Seasonality

2.7.1. academic calendar

2.7.2. country vacation days

3. How To?

3.1. Dashboards

3.1.1. Advanced Blog Dashboard

3.1.1.1. https://www.google.com/analytics/web/template?uid=4Ny-nydzS86qoZDM3D8gcA

3.1.2. Basic Blog Dashboard

3.1.2.1. https://www.google.com/analytics/web/template?uid=3kP84MpgRp-7nYkjZbHSNw

3.1.3. Social Media Dashboard 1

3.1.3.1. https://www.google.com/analytics/web/template?uid=0GqDujfrSySM2mVPmj3DEA

3.1.4. Social Media Dashboard 2

3.1.4.1. https://www.google.com/analytics/web/template?uid=YUMEQsjVTsSRNAhXlihq1Q

3.1.5. Visitors

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

3.1.6. Technology

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

3.2. Custom Reports

3.2.1. Twitter

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

3.2.2. SEO Reporting

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

3.2.3. Keyword Analysis and Engagement

3.2.3.1. https://www.google.com/analytics/web/template?uid=-TtGC1suQxS_ZJV3ZPzeZw

3.2.4. Hours and Days

3.2.4.1. https://www.google.com/analytics/web/template?uid=r8OXS_OkSqqMXjxfCkHRWw

3.2.5. Content Efficiency

3.2.5.1. https://www.google.com/analytics/web/template?uid=Y9DUbsobRBCAM_sYXv6hfA

3.2.6. Link Analysis

3.2.6.1. https://www.google.com/analytics/web/template?uid=zuSjXUnWQdapdeI9PuBqzA

3.2.7. Non-branded keyword report

3.2.7.1. https://www.google.com/analytics/web/template?uid=O7--h52uR1Ocut9K9_1E2A

3.2.8. Visitor acquisition efficiency

3.2.8.1. https://www.google.com/analytics/web/template?uid=4ALzHrlJTp6tw9jvBRj9_Q

3.2.9. 404 errors

3.2.9.1. https://www.google.com/analytics/web/template?uid=TcI2YheDTwSZhrgZuP0fkw

3.2.10. Referring sites

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

3.2.11. Email Newsletter

3.2.11.1. https://www.google.com/analytics/web/template?uid=_6LHwGp9R8WhXu18qcusaQ

4. Resources

4.1. Google for non-profits

4.1.1. Free ads

4.1.2. Youtube branding

4.1.3. Grants

4.1.4. Google Apps

4.1.5. Check elibigility

4.1.5.1. http://bit.ly/1akzow0

4.2. GA Add ons

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

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

4.2.3. Tweet Lookup Plugin

4.2.3.1. http://bit.ly/18mR3qn

4.2.4. subdomain tracking

4.2.4.1. http://bit.ly/13Ze8IK

4.3. Download files

4.3.1. Event tracking goals

4.3.1.1. 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>

4.4. Social Interaction

4.4.1. http://bit.ly/10tptmQ

4.5. Reading

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

4.5.2. http://www.allanalytics.com/

4.6. Dashboards

4.6.1. http://inform.ly/

4.7. John Coffey

4.7.1. twitter

4.7.1.1. https://twitter.com/johnthunder

4.7.2. linkedin

4.7.2.1. http://Linkedin.com/in/searchenginemarketer

4.7.3. skype

4.7.3.1. johnolivercoffey

4.7.4. g+

4.7.4.1. https://plus.google.com/107265876169928143199/about

4.7.5. email

4.7.5.1. [email protected]

5. Culture

5.1. Overcoming fear

5.1.1. Baby steps

5.1.1.1. see section on Method

5.1.2. Don't overwhelm with data and reports

5.2. The Measurement Mentality

5.2.1. 3 types of decision making

5.2.1.1. HPPO

5.2.1.1.1. Highest Paid Person's Opinion

5.2.1.1.2. Decision Making with : bad data, too much data and/or no goals

5.2.1.1.3. Decision making with data in continuous improvement process

5.2.2. Outcomes and impacts, not data

5.2.2.1. Did people do what you want?

5.2.2.1.1. Have you defined what you want?

5.2.2.2. Critical Few

5.2.2.2.1. Work backwards from Key Outcomes

5.2.2.3. Present insights first, then data

5.2.2.3.1. avoid confusion

5.2.2.3.2. avoid misinterpretation

5.2.2.4. Google Analytics

5.2.2.4.1. dashboards

5.2.2.4.2. custom reports

5.2.3. hero opportunity