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We are the Champions of...What?
Tracking Digital Metrics That Matter
Introduction to the TeamWelcome!
Autumn RoseDirector, Analytics
Minal BopaiahFormer Communications
Manager, PSI@brevityandwit#17NTCDataChamps
#DataChampChampion your Cause, Measure your Success
#17NTCDataChamps
We do a lot.As communications professionals we are spread thin, working on
multiple initiatives across multiple channels with multiple stakeholders
#17NTCDataChamps
Mission
Initiative
Initiative
Initiative
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
TacticTactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic Tactic
Tactic
Tactic
Tactic
Tactic
InitiativeTactic
Initiative
Tactic
Tactic
Tactic
Tactic
Initiative
Tactic
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Tactic
Tactic
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Initiative
Tactic
Tactic
Tactic
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InitiativeTactic
Tactic
Sometimes we can lose sight of our mission.
#17NTCDataChamps
But our mission is what gives us clarity in setting our direction.
Mission
It All Starts with Your MissionYour mission should be used as the glue that ties together all your communications activities.
#17NTCDataChamps
Initiative
Initiative
Initiative
Mission
Map out how your organization is working towards achieving its mission; this often aligns with program areas or your organizational structure.
Map it Together
#17NTCDataChamps
Initiative
Initiative
Initiative
Objective
Objective
Mission
Objective
Objective
Objective
Objective
Objective
Objective
Map it TogetherIdentify the specific projects and activities that your organization is taking on to achieve those initiatives.
#17NTCDataChamps
Objective
Objective
Objective
Initiative
Initiative
Initiative
Objective
Objective
Mission
Objective
Objective
Objective
Objective
Objective
Objective
?
Map it TogetherIdentify the specific projects and activities that your organization is taking on to achieve those initiatives.
Are there things that fall outside of those core initiatives?
Objective
Objective
Objective
Initiative
Initiative
Initiative
Objective
Objective
Mission
Objective
Objective
Objective
Objective
Objective
Objective
Just say no.
Aligning Your WorkIf you can’t map a tactic to your mission…it’s time to reevaluate.
Our Power Comes From Our MissionEvery initiative we take on and every tactic we leverage, should be moving our mission forward, making an impact.
#17NTCDataChamps
MissionHelp people in the developing world lead healthier lives by marketing affordable products and services.
Mission
PSI: Mapping it Out
Initiative
MissionHelp people in the developing world lead healthier lives by marketing affordable products and services.
InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.
Initiative
Mission
Initiative Objective
PSI: Mapping it Out
Initiative
Objective
Mission
ObjectiveNurture relationships with catalytic donor organizations (e.g., BMGF, UNITAID, etc.).
Help people in the developing world lead healthier lives by marketing affordable products and services.
InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.
InitiativeObjective
Objective
Mission
Initiative Objective
Objective
PSI: Mapping it Out
Initiative
Objective
Mission
ObjectiveNurture relationships with catalytic donor organizations (e.g., BMGF, UNITAID, etc.).
Help people in the developing world lead healthier lives by marketing affordable products and services.
InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.
InitiativeObjective
Objective
Mission
Initiative Objective
Objective
Tactic
TacticsPublish strategic content; ask donors and partners to promote on social; drive traffic to content thru email.
TacticTactic
PSI: Mapping it Out
Once we can frame our work, determine the KPIs that tell our story of success
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Why do we need KPIs?
Align teams across the organization to work towards a consistent set of objectives, saving time and money
Demonstrate ROI on specific activities and initiatives
Simplify reporting by developing a consistent method of quantifying success
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Selecting your KPIs
Prioritizing & Storytelling
Unambiguously tell the story of performanceMetrics should be able to be directly influenced through your work
Have the staff and resources to impact and monitor your KPIs in the long term
Get buy in from leadership#17NTCDataChamps
Setting Targets
Set your goals based on past performance; collect 6 months of data before making final selections
Be careful with industry standards; it’s unlikely to find true apple to apple comparisons
Ensure they are sustainable in both staff time and budget
Reaching Your Goals
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Get the Right Equipment
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Time to StretchIt’s audience participation time
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Site Performance
Tools
● Performance of specific content● User engagement● Traffic sources
Google Analytics - Free
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Social MediaTools
● Tweets● Retweets● Posts
● Reach● Shares● Likes
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EmailTools
● Subscribers● New subscribers● Emails sent● Emails opened
Recommended: N/A
● Clickthrough● Unsubscribe● Forward
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Once we have the data,how do we set benchmarks?
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There are no “right” targets.You are always competing
against yourself.
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Why can’t I compare?
How analytics is configured can significantly impact how data is collected or calculated
There are different targets for various types of content
Various target audiences behave differently
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Bounce Rate
63% Bounce RateInformation Distribution Sites
60% Bounce RateCommunity Sites
34% Bounce RateData Exploration Sites
Site Performance
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Pages per Session
2.35 pages per sessionInformation Distribution Sites
2.75 pages per sessionCommunity Sites
4.4 pages per sessionData Exploration Sites
Site Performance
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Specifictangible and concrete
Measurableusing tools & strategies
Achievable by you and your team
Realistic in the real world
Timebound monthly, quarterly, yearly
Be Smart in Selecting your Benchmarks
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Objective
Initiative
Objective
InitiativeObjective
Objective
Mission
Initiative
Objective
TacticTactic
Tactic
Now that we’ve done the work...
Objective
Initiative
Objective
InitiativeObjective
Objective
Mission
Initiative
Objective
TacticTactic
Tactic
...how do we communicate the results?
Pro TipImpact stories will align with your
audiences; your reporting will align with your organizational structure.
#17NTCDataChamps
Objective
The Do-ersFrequency
Real time, self service
ContentGranular reporting on the performance of their activities
Compare year over year performance & benchmarksInitiative
Objective
InitiativeObjective
Objective
Mission
Initiative
Objective
TacticTactic
Tactic
Reporting it Up
Objective
Frequency
Weekly/Monthly Synthesized Reports
ContentSummarize tactic performance in relationship to the objectives they are looking to achieve
Compare year over year performance & benchmarks
Propose opportunities to improve, expand, or revise the tactics
Initiative
Objective
InitiativeObjective
Objective
Mission
Initiative
Objective
TacticTactic
Tactic
Reporting it Up Program Managers
Objective
Frequency
Monthly Synthesized Reports
ContentMonthly performance summary of all related objectives
Highlight tactics that were uniquely successful (or failures)
Offer specific recommendations to improve impact on overall initiative
Provide insight into anticipated future performance
Initiative
Objective
InitiativeObjective
Objective
Mission
Initiative
Objective
TacticTactic
Tactic
Reporting it Up Directors
Frequency
Quarterly/Yearly
ContentHigh level summary of progress towards yearly goals
Showcase select successes and learnings
Provide insight into anticipated future goals
Reporting it Up CEO & Board
Introduction to the TeamThank You!
Autumn RoseDirector, Analytics
Minal BopaiahConsultant
@[email protected]#17NTCDataChamps
Introduction to the TeamYour Next Steps
Download Our White PaperAvailable at forumone.com, learn more about best practices, selecting metrics, and building a sustainable analytics strategy.
Give Us a CallDiscuss your needs, your ideas, or where you are running into issues. We can help!
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