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It is a mistake to think that the only things that can go wrong on a website are those that are easiest to measure. While it is relatively easy to track the effects of poor design or content on online performance using web analytics - what about poor Web Governance? What if your site management is not up-to-the-job? How will you know? As explained in this presentation, every Web Manager needs a new set of analytics to track the effects of governance on the quality of their site.
Citation preview
The New Analytics of Web Governance
Organisational Indicators
Online Indicators
Operational Indicators
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1. Labour saving
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2. Decision support
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1. Define Web Governance
2. Using Web Governance analytics
About Me
Partnership with
Siteimprove
Start to research
Web Governance First article
published on A List Part
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
Start publishing
articles on www.diffily.com
Release “The Website
Manager’s Handbook”
Second article
published on A List Part
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About Web Governance
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What is it?
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Web Governance describes everything needed to manage a website in a controlled & orderly way.
Promotion
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Social
Networks
Strategy
Resoucring
Planning
Content Design
Build
Hosting
Performance
Review
Publishing Feedback
Technical
monitoring
QA
Data & security mgt
Change
control
Governance rules
KPIs
Architecture
mgt
Testing
Approve activity
Promotion
siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
Social
Networks
Strategy
Resoucring
Planning
Content Design
Build
Hosting
Performance
Review
Publishing Feedback
Technical
monitoring
QA
Data & security mgt
Change
control
Governance rules
KPIs
Architecture
mgt
Testing
Approve activity
Systems
Teams
Budget
Roles
Tools Procedures
Documentation
Skills
Manpower
Technology
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At its most basic, Web Governance can be described in terms of just 3 components
as summarised in the following illustration.
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ACTIVITIES
RESOURCES
SCALE
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Based on a measure of Scale,
assess the granularity of your Governance Activities.
2
Find out how Big, Busy &
Complex your site is - & how it will change over time.
1
Based on the granularity of the
Activities, plan the sophistication of your Governance Resources.
3
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The Activities of Web Governance
are simple & occur infrequently 2
Little content
Low traffic Basic technology
1
Resources are unsophisticated, cheap
& require little management. 3
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Activities are highly complex,
highly granular & occur frequently 2
Lots of content
Heavy traffic V. complex technology
1
Resources are sophisticated, expensive
& require lots of management. 3
ReOrganise
Optimise 3
Organise 2
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Discover 1
Web Governance Analytics
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Web Governance is not an end in itself. It is a means to an end.
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A system of Web Governance that delivers quality & stability has a number of features…
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1. All activities are done (with no gaps) & to the right level of granularity …
1
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1
2
2. With the right numbers of people with the right skills in appropriate roles & teams…
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3
2
3. Using rigorous & reproducible processes that deliver consistent quality on a timely basis…
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3 4
2
4. With the assistance of correctly sourced tools & technology that are appropriate to the job…
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3 4
5 2
5. Based on a budget that matches expectations for online strategy & online quality.
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The level of stability can be tracked by by measuring a series of indicators…
Online Indicators
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Quantitative
Functionality
Usability
Accessibility
…
Qualitative
User feedback
& satisfaction
Operational Indicators
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Quantitative
Functionality
Usability
Accessibility
…
Qualitative
User feedback
& satisfaction
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Quantitative
Speed
Quality
Cost
…
Qualitative
Customer feedback
& satisfaction
Quantitative
Functionality
Usability
Accessibility
…
Qualitative
User feedback
& satisfaction
Organisational Indicators
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Quantitative
Speed
Quality
Cost
…
Qualitative
Customer feedback
& satisfaction
Quantitative
Functionality
Usability
Accessibility
…
Qualitative
User feedback
& satisfaction
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Quantitative
RoI
Business risk
Staff retention
…
Qualitative
Staff feedback
& satisfaction
Quantitative
Speed
Quality
Cost
…
Qualitative
Customer feedback
& satisfaction
Quantitative
Functionality
Usability
Accessibility
…
Qualitative
User feedback
& satisfaction
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Quantitative
100% error free
High readability
Good SEO
…
Quantitative
On time
Consistent quality
Affordable
…
Qualitative
“Clear info about a
difficult topic.Thanks!
Qualitative
“Very responsive team
& great comms.”
Quantitative
Happy staff
Low risk
Good RoI
…
Qualitative
“A great place
to work”
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The indictors are being bolstered by many new sources of Web Governance Analytics…
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CMS
QA & error checking
Bug tracking
Content readability
Site availability
Project mgt
Social media tracking
Web analytics
SEO
CRM
…
softwareqatest.com
websitetestingtools.com
Gartner © Digital Marketing Hype Cycle for 2013
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Gartner © Digital Marketing Hype Cycle for 2013
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The Analytics & Indicators act as an early warning system for when things go “bad” in Web Governance
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Quantitative
Lots of errors
Poor readability
Missing metadata
…
Quantitative
Late delivery
Shoddy work
Expensive
…
Qualitative
“Hello!? Please reply
to my emails!”
Qualitative
“A thoroughly difficult
team to work with”
Quantitative
High staff turnover
Very costly team
Dodgy practices
…
Qualitative
“An awful place
to work :(”
(Example)
Content
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Follow the audit trail to find out if Web Governance has gone wrong
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1. Audit all activities to ensure everything is being done (i.e. there are no gaps).
1
For example, if content goes live with many misspellings, is it because the task of 'Quality Assurance' is not occurring, or is only being done on a cursory level?
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2
2. Identify if person(s) responsible has enough skill, time & direction to do the job.
Perhaps the staff member responsible does not have enough time. Alternatively, perhaps no-one has been formally assigned to QA by the Web Manager?
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2
2. Identify if person(s) responsible has enough skill, time & direction to do the job.
Perhaps the responsible staff member does not have the right skills. Or maybe the Web Manager has nominated someone who is inappropriate to the role?
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3
2
Perhaps QA is occurring but the staff member is ignoring the documented process. Or perhaps the process itself is not detailed enough and is missing key steps?
3. Identify how each task is done, how rigorous the process is & how well it is followed.
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3 4
2
Perhaps the staff member does not have the right tool for the job or is using the tool in the wrong way?
4. Identify what tools are used (if any) & whether they are suitable to the job.
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3 4
5 2
Perhaps too much budget is applied elsewhere, e.g. so much funding goes into creating new content that little is left over for on-going maintenance?
5. Finally, check what budget is available & whether it is appropriate to the task.
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Diagnosis is not always simple.
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Web Team delivers
a good quality web
experience.
Web Team works
well with internal
customers.
But high turnover of staff due to
too excessive pressure/demands. Poor leadership?
Inadequate budget/time? Misdesigned processes?
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Data can also be used to optimize Web Governance
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What to do now…
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Organise Optimise Discover
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We want a dashboard, so more APIs please!
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Web Governance Framework © Shane Diffily. See more at www.diffily.com
Wanna free book? Of course you do!
"very clear & well written...a lot of practical depth...I'm sure that someone managing, particularly a large website,
would find it genuinely useful". Gerry McGovern
Email me: shane@diffily.com Web: www.diffily.com
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