Analytics Workshop - Suniweb, Malmö, 09

Analytics

john.wedderburn@rektor.lu.se

twitter.com/johnwedderburn

universityusability.wordpress.com

Agenda

• Survey results – analytics use in Swedish Higher Education. 10 minutes

• Presentation. 15 minutes

• Discussion –

Best Practice?

Benchmarking network. 30 minutes

Benchmarking Network - Sharing data

• We create a network to share benchmarking data – subgroup of SUNIWEB

• Place our work into context– Evaluate our own efforts

– Help management

– Identify areas we can develop

– Share best practice

– Raise general quality of our websites

– Validate our own GA data

Survey of Swedish Higher Education

• 51 invitations, 25 responses

8 of the top 10 THES universities use Google Analytics

- % Conversion

- % Exits

Analytics

”If we don’t measure it, we can’t manage it”

- Return on investment

- Our value as webmasters,editors,marketeers

- The importance of our websites

Analytics

Measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising website usage.

- visitors journey on the website

- conversions

- benchmarking against KPIs

Visits and Views

Visitors

• Unique visitors are not people– Problems with cookies

Visits

So What?

Goals

• Goal setting function – give it a value

• Goals– Make an application/exit to studera.nu

– Fill out a form

– Make an enquiry

– Download a pdf

– Consume and share news

– Downloads of research papers

– Successful searches

PDF Download

External Sites

Success of offsite/offline activities

• Marketing– Search Engine Marketing, adwords

– Banner advertising

– Offline advertising

– Social networking marketing

• Vanity URLs• www.lu.se/uniquename

• Redirect

• http://www.lu.se/o.o.i.s/10900?utm_source=Brochure&utm_medium=PDF&utm_campaign=Autumn09

Improving Our Content

• Performance of landing pages

• Effect of SEO

• Consequences of navigation and page layout

Landing Page Performance

Keywords - SEO

News

• Time on page

• Views

• Location of visitors

• % from search

• Conversions from news

• Sharing of news – social bookmarking

What Should We Report

• Views

• Visits

• Completed goals

• Success of marketing activities

Setting up your account/profiles

• Set up is important

Benchmarking Network

• Best Practice– What should we measure?– Which goals are relevant?– What, and why, should we report?– How can we improve content?

• Benchmarking - Could we share data?– Unique views/visits– Page views– % from search– Landing page bounce rates

– Validation of data, evaluation of our own efforts– Confidentiality – personal data, adwords, hacks, strategy?

• Size of the website

• Time period

• Cookies