Practical experiences of evidence based change management using Google Analytics
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MuseumNext 2012 session discussing how statistics can be used to manage expectation of resources with practical hints and tips from real implementations. This session was about influencing organisational attitude and did not require an extensive knowledge of either web technology, nor of Google Analytics.
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Practical experiences of evidence based change management using Google Analytics
- 1. Andrew Lewis Digital Content Delivery Manager Victoria and Albert Museum, London linkd.in/andrewlewis Practical experiences of evidence-based change management using Google Analytics MuseumNext, Barcelona 2012
- 2. What’s in the box?
- 3. What’s in the box? Què?
- 5. • How should we change? • What evidence can we gather? • What knowledge can we gain? • How can we apply it?
- 6. Change how?
- 8. Culture People Process
- 9. 1 2 Planned Disruptive change change Incremental Experiment /risk improvement of to understand current process meaning of change Long term - Short term - predictable unpredictable benefits benefits
- 10. Change is...
- 12. Case study Promoting an online donation form
- 14. Marketing Channels being used that we wish to track • Facebook • Twitter • Email newsletter (general marketing) • Email newsletter (paid Members only) • Site promotional module
- 16. Marketing Channels being tracked • Facebook • Twitter • Email newsletter (general marketing) • Email newsletter (paid Members only) • Site promotional module
- 17. Google custom URL builder
- 19. Google Analytics URL Builder
- 20. Before http://www.vam.ac.uk/content/articles/s/stained-glass-appeal/ After http://www.vam.ac.uk/content/articles/s/stained-glass-appeal/?utm_source=utm_source&utm_medium=site-promo-module&utm_campaign=stained-glass-2012
- 22. How to set up an Advanced Segment
- 23. How to display an Advanced Segment
- 24. Campaign report in Google Analytics
- 25. How to find your campaign report!
- 26. Marketing Channels being tracked • Facebook • Twitter • Email newsletter (general marketing) • Email newsletter (paid Members only) • Site promotional module
- 28. average pages Average % new Bounce Source Visits % of total per visit duration customers rate Stained-glass campaign traffic 590 82.9% 6.47 00:05:57 2.47% 37.0% Direct Traffic 34 4.8% 2.29 00:00:44 58.8% 44.1% Search Traffic 43 6.0% 1.17 00:00:14 16.67% 83.3% Referral Traffic 21 2.9% 1.00 00:00:00 66.67% 100.0% Total 688
- 29. average pages Average % new Bounce Campaign medium Visits % of total per visit duration customers rate Site promotional module 497 84.2% 6.47 00:05:57 2.5% 37.0% Email newsletter (general marketing) 22 3.7% 1.67 00:03:08 0.0% 33.3% Email newsletter (paid Members only) 21 3.6% 2.00 00:00:07 33.3% 33.3% Facebook link 36 6.1% 2.20 00:07:43 20.0% 80.0% Twitter link 14 2.4% 0.00 00:00:00 100.0% 100.0% Total stained-glass campaign traffic 590
- 32. What we know about Facebook in this campaign Fans 120,000 Facebook post Likes 247 Facebook shares 46 Visits to donation form from Facebook link 36 % Bounce visits 80% Number of “non-bounce” visits 7 Average length of visits 7 mins 43 sec
- 33. What else?
- 34. 8,961 visits from here 18,961 visits from same header link on ALL pages (includes home page) 21,089 visits from here
- 35. Change is...
- 36. 8,961 visits from here 18,961 visits from same header link on ALL pages (includes home page) 21,089 visits from here
- 37. Culture People Process
- 38. The language of love People
- 39. Deliveryrm menu roject pro posal fo P Standard options s? easy for you – re your objective •What •a Article ll you me asure it? •How •wi Blog fit with s trategy? s oes thiArticle •d •How Journal rd optio n, justify •t a standa •If noDownload fund the revenue w will you •Ho•Extras? bigger business t? coscase Process
- 40. This is what we do This is how we do it This is why Culture
- 41. Andrew Lewis linkd.in/andrewlewis @rosemarybeetle instructables.com/rosemarybeetle Merci per la seva atenció Thanks for listening MuseumNext, Barcelona 2012
Notas del editor
- Information scientist with 11 years managing projects and live digital services in museums and public libraries. BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff… Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager. Projects – large-scale website redesign, content programme management, self-issue services, automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc. Third post change in 4 years. 4 office moves in last 8 months. Luckily I love learning.
- Case study Describes what we went through. What we expected and predicted what we didn’t see coming what we decided upon and why what we learnt along the way This session offers practical hints and tips Based upon what really happened in small measurable projects that all uses Google Analytics to effect change. All examples have actually been tried and implemented on a live service at the V&A, by the Digital Media team. The projects described were all intended to improve the V&A’s digital offer in one way or another. They shared a common principle of having a predefined and measurable objective that is defined by data from analytics and that the collection method of that data is defined in advance to test predicted outcomes and to learn.
- What’s in it for me? You’’ll be pleased to know that For most of this presentation I am going to tell you about things we have tried out for real I will be discussing a number of small scale attempts to use Google Analytics to get evidence to inform change. These do not involve you needing to have developer access to change the Analytics code I hope that you will all be able to take away some tactics from our experiences about ways you can approach evidence gathering Practical hints and tips from using Analytics in practice. I will describe one of these in detail, and show other applications of the same technique All examples have actually been tried within a live public service at the V&A, by the Digital Media team. What we expected and predicted what we didn’t see coming What worked What didn’t work and what we wished we had known first. BUT BEFORE WE GET TO THAT, WE FIRST NEED TO CONSIDER SOME BIG QUESTIONS
- Who here has read this?
- Facebook (120,000 fans) Twitter (90,000 followers) Marketing email newsletter (xxx,000 subscribers) Members email newsletter (ccc, Members) Physical newsletter (circulation?)
- Facebook (120,000 fans) Twitter (90,000 followers) Marketing email newsletter (xxx,000 subscribers) Members email newsletter (ccc, Members) Physical newsletter (circulation?)
- Facebook (120,000 fans) Twitter (90,000 followers) Marketing email newsletter (xxx,000 subscribers) Members email newsletter (ccc, Members) Physical newsletter (circulation?)
- Facebook (120,000 fans) Twitter (90,000 followers) Marketing email newsletter (xxx,000 subscribers) Members email newsletter (ccc, Members) Physical newsletter (circulation?)
- Being clear about what we are about Leadership