SharePoint Summit Toronto Presentation
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Measuring SharePoint Adoption and Engagement. In this presentation, Peder Enhorning, President & CEO, Unilytics Corporation, expounds on the importance of using web analytics to measure SharePoint engagement, productivity, process streamlining and automation, and preferred communication channel.
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SharePoint Summit Toronto Presentation
- 1. Measuring SharePoint Adoption and Engagement Peder Enhorning President & CEO, Unilytics Corporation
- 2. Agenda • Web Analytics Basics • SharePoint Web Sites • What to Measure; Importance of KPIs • Governance • SharePoint Web Analytics • SharePoint KPIs • Collection of Measures & Reporting Options • Q&A
- 3. Unilytics Overview • Leading provider of Web Analytics technologies and services • Since 2001 • SharePoint web analytics since 2008 • 800+ customers across North America • Largest in Canada and Top 5 in North America
- 4. Web Analytics “is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage”
- 5. Web Analytics Failure Sold as Reporting Tool.… ….instead of as Optimization Tool
- 6. Web Analytics Why create a web site? What’s its purpose? What are we trying to accomplish?
- 7. Types of sites MAKE MONEY
- 8. Types of sites SAVE MONEY
- 9. Types of sites • Lead generation • Customer education • Brand awareness • Self-service • eCommerce • Customer service • Social networking • Informational • Entertainment • Intranet MAKE MONEY SAVE MONEY
- 10. Intranet site • Time savings • Reduced paperwork • Improved Communication • Improved Collaboration • Cost savings
- 11. Intranet use 1. Communication and collaboration 2. Web publishing 3. Business operations and management 4. Intranet portal management
- 12. Communication and collaboration • send and receive e-mail, faxes, voice mail, and paging • discussion rooms and chat rooms • audio and video conferencing • virtual team meetings and project collaboration • online company discussions as events (e.g., IBM Jams) • inhouse blogs
- 13. Web publishing Develop and publish hyperlinked multi- media documents such as: • policy manuals • company newsletters • product catalogs • technical drawings • training material • telephone directories
- 14. Business operations and management • order processing • inventory control • production setup and control • management information systems • database access
- 15. Intranet portal management • centrally administer all network functions • give users access to a variety of internal and external business tools/applications • conduct regular user research to identify and confirm strategy (random sample surveys, usability testing, focus groups)
- 16. Employee Productivity How do information workers spend each week? • Assume $75,000 per employee Email (13 hours) $21,000 Info. Searching (9 hours) $14,000 Analyzing info. (8 hours) Comm./collaborating (6.5 hours) $54,000 $13,000 $11,000 Creating content (6 hours) $10,000 Publishing info (4 hours) $6,000 Source: IDC 2009
- 17. Employee Productivity • $75,000 per year • Save 1 hour per week (assume 40 hrs/wk) Min • 10,000 employees • Saving of $19 million! $300,000!
- 18. Decision Maker
- 21. Unilytics Web Analytics Maturity Model Roadmap of progression for web analytics Task oriented
- 22. PHASE 1 PHASE 2 PHASE 3 PHASE 4 PHASE 5 Planning & Preparation Web Metrics Behavior Optimization e-Marketing Corporate Strategy System Infrastructure Page View/Visitor Funnel/Path Analysis Commerce Tracking Analytics-Based Planning Reporting Content Serving Analytics Solution Top 10 Reporting Segmentation 1:1 Visitor Tracking Enterprise Governance Acquisition Integration Basic Web Analytics Top Entry/Exit Pages Campaign Lifetime Value ROI Calculation Governance Management Basic Web Analytics Other Basic Reporting Search Engine Personas & Scoring Cross-Channel Training Optimization (SEO) Models Integration Requirements Report Interpretation Personalization Intelligent Call Activity-Based Costing Definition & Actioning Tracking (ABC) Business Dashboards A/B & Multivariate Email & CRM Predictive Analytics Goals & Objectives Testing Integration Key Performance Advanced Tag Social Media Alerts Strategic Planning Indicators (KPI) Configuration Measurement Strategic Consulting Advanced Consulting Basic Training & Impl. Unique Visitor Intelligence Integration
- 23. What to measure? Analysts spend 90% of time measuring and creating reports on: • page views • number of visitors Is that worth measuring?
- 24. What to measure? More visitors? We want more CONVERSIONS
- 25. Many conversions exist in INTRANETS • Rate a page • Post comment or • Complete application • Scroll to the bottom feedback • View account statement • Successful logins • Download document • Rate content • Fill in form • Complete the video • Supply e-mail/buddy list • Set up My Account • Register for event • Post link-back • View a video • Print coupon • View blog entry • Update profile • Click on promo • Rate article on external • Read about event • Opt-in service • Respond to an e-mail • Submit question • Sign-up for podcast campaign • Contact via cross- • Change site preferences • Forward to a friend channel • View details of • Make a payment • In-store purchase information
- 26. How to measure conversions? Key Performance Indicators (KPIs)
- 27. Key Performance Indicators (KPIs) KPIs quickly inform how the organization is performing
- 28. How do you define KPIs?
- 29. What are NOT KPIs • Number of Visitors • TOP 10’s • pages, visitors, downloads, countries, etc.
- 30. What ARE KPIs - RAPR • Rates • Averages • Percentages • Ratios
- 31. What ARE KPIs • Rates Form-fills • Averages Rating per Article • Percentages Registrations to Visitors • Ratios Submit Question All should be looked at over time
- 32. Goals & Upper Management High level business Goals & Objectives Objectives Critical Items that are vital for a strategy to Middle Management be successful Success Factors Special Metrics that tell you how you KPIs Analytics Team are doing Relationship of Measures Metrics Technical Staff Rates, Averages, Percentages or Ratios Measures Raw numbers and data Analytics data (web analytics data, off-line touch-points, customer databases, email marketing)
- 33. Goals & Objectives Critical Success KPIs are driven by Factors business Goals KPIs BUT… Metrics KPIs are constructed from Measures Measures
- 34. Goals & Objectives Increase Sales Critical Success Increase Leads by 25% next 12 months Factors Conversion ratio of visitors to leads, KPIs leads per referrer Conversion ratio of visitors to leads, PDF Metrics downloads by registered visitor, leads per referrer Measures Visitors, leads, PDF downloads, registrations, referrers
- 35. Goals & Objectives Decrease Support Services Cost Critical Success Decrease Call Center calls by 20% next 12 months Factors Ratio of call center calls to online KPIs support, self-service registration per employee Ratio of call center calls to online support, self-service registration per Metrics employee, PDF downloads by employee Visitors, call center calls, page views, PDF Measures downloads, self-service registrations, referrers
- 36. Goals & Objectives Improve Productivity, Reduce Cost Critical Success Decrease average search duration by 1 Factors minute in the next 12 months Ratio of Search per visits, average time KPIs spent on search results page Ratio of Search per visits, average time spent Metrics on search results page, Likes by employee Measures Visitors, Likes, searches, page views, searches consumed, time spent on search result, PDF downloads, registrations
- 37. Web Analytics Governance Managing people, technology and processes toward a common goal
- 38. Web Analytics Governance • Accountability – who does what, when, why and how • Accessibility – ensure analytics and reports are accurate, available, timely, and of direct value to stakeholders • Community – Representation from all relevant business owners and technology teams • Uniformity – Definitions and policies set for all analytics reports, terminology, KPIs & calculations, reporting cycles, information dissemination, and routine review of governance for enhancements
- 39. Web Analytics Governance Centralized Model
- 40. Web Analytics Governance Decentralized Model
- 41. Web Analytics Governance Federated Model
- 42. SharePoint Analytics - Summary Characteristics: • Users typically log in to use the system enabling excellent unique visitor tracking • Internal sites discourage tracking by hosted services, making software on premise attractive • Native SharePoint analytics is very limited
- 43. SharePoint – 2011 • 125+ million licenses of SharePoint have been sold • 20,000 new users are added every day • 94,000 Partners have been trained to use SharePoint • 65,000 customers and counting
- 44. SharePoint – Document Collaboration Community Engagement: View the interaction between: • Unique individuals • Teams • Departments • Organization as a whole
- 45. SharePoint – Social Platform My Sites (My Newsfeed, My Content, and My Profile) Enables users to: • Tag • Comment on • Rate content of interest to them
- 47. SharePoint “Measures” 1. Content Interaction 2. Content Use 3. Findability 4. Support 5. Subscriptions 6. Campaigns & Conversions 7. Communication Channels 8. Chat
- 48. Measures – Content Interaction • Errors • E/F consumption • Meta Tag Values; authors, key words, subject • Breadcrumbs • Document Actions • Page Render Time • Personalization Actions (My Sites) • Position • Web Parts
- 49. Measures – Content Use • Comments; indicate content of interest • Favourites, Comments & Likes • Prints Forms; hard copy vs online • Alert Subscriptions • Downloads
- 50. Measures – Findability • Result Pages Viewed • Search Refinements • Search Result Count • Search Terms
- 51. Measures – Support • Issue Code • Resolution Code
- 52. Measures – Subscriptions • Document Library Links • RSS Article Requests & Subscriptions • RSS Feed Reads
- 53. Measures – Campaigns & Conversions • Conversions • Visitors • Visits
- 54. Measures – Communication Channel • Blog Reads • Blog Writes • Chats • Comments • E-Mail • Forum Post • Rich Media • RSS
- 55. Measures – Chat • Incident Code; purpose of chat session • Requestor & Responder • Sessions & Session Length
- 56. SharePoint KPI Categories 1. Increased Engagement 2. Increased Productivity 3. Preferred Communication Channel 4. Process Streamlining and Automation
- 57. Increased Engagement KPIs Based on the goal of supporting corporate culture and communities. KPIs are related to measuring adoption of the intranet and cultural influence and the facilitation of culture the intranet provides.
- 58. Increased Engagement KPIs • Average List Subscriptions per User • Average Visit Duration by Team • Ratio of Active Documents by Team members • Percent of Communications Via Intranet • Percent of Daily Bulletin Sends With Activity • Ratio of Content Rejections to Approvals • Ratio of Visits to Visitors
- 59. Increased Engagement KPIs (con’t) • Percentage Web Parts per content • Average "Likes" per Item • Average Searches Executed per Visit • Average Refinements per Search
- 60. Increased Productivity KPIs Based on the goal of promoting innovation in process. KPIs evaluate the impact the intranet has on improving staff member’s productivity.
- 61. Increased Productivity KPIs • Average Searches Executed per Visit • Ratio of Searches per Visit • Ratio of Home Page Personalization Activities to Visits • Most Active Sites/Sub-Sites • Top Exit Pages
- 62. Preferred Communication Channel Based on the goal of enhancing staff collaboration and facilitating the communications between staff members. KPIs measure how well the intranet increases and eases collaboration between staff and teams.
- 63. Preferred Communication Channel KPIs • Average Comments per Item • Ratio of Support Calls to Online Support • Average Blog Subscriptions per User • Percentage of New vs. Returning Visitors • Ratio of Video Starts to Video Completes • Top Campaigns Driving New Visitors
- 64. Process Streamlining and Automation KPIs Based on the goal of becoming a business enabler and fostering greater knowledge sharing between teams. KPIs deal with evaluating how well the intranet improves internal processes.
- 65. Process Streamlining and Automation KPIs • Ratio of "Contact Us" Views per page • Percentage Change Requests Submitted by Site • Percentage Requests by Team • Percentage Searches Used by Search Result Type
- 66. Web Analytics Packages Webtrends • Invented WA • IIS logs • Java Script • Software on Premise and SaaS Adobe SiteCatalyst • Market leader • Java Script • SaaS Google Analytics • Free • Java Script • SaaS • No PII
- 67. + JS Tagging Page views Web Parts Visitors Breadcrumbs Paths Searches Visitor sources Sites/Sub-sites Campaigns Document Actions Widgets
- 68. Web analytics for SharePoint
- 69. SharePoint Web Analytics SharePoint Web Analytics Server Reports
- 70. SharePoint Web Analytics Modify web analytics tag SharePoint + Modify key SharePoint files (core.js) Analytics Modify standard SharePoint files (Master Pages)
- 71. Hosted JavaScript Webtrends Software JavaScript SharePoint User Remote JS Collection Server Local JS Collection Server
- 73. Solution Comparison Reporting Method Log based reporting Technology Process standard Log Files
- 74. Solution Comparison Reporting Method Log based Out-of-the-box reporting JavaScript Technology Process Webtrends, GA, standard Log Omniture Files
- 75. Solution Comparison Reporting Method Log based Out-of-the-box Customized reporting JavaScript JavaScript Technology Process Webtrends, GA, Customized tagging standard Log Omniture script by WA vendors Files
- 76. Solution Comparison Reporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScript Technology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js
- 77. Solution Comparison Reporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScript Technology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js Web Parts, Breadcrumbs, Content Groups
- 78. Solution Comparison Reporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScript Technology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js Web Parts, Breadcrumbs, Content Groups Document Actions; downloads, checkouts
- 79. Solution Comparison Reporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScript Technology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js Web Parts, Breadcrumbs, Content Groups Document Actions; downloads, checkouts Unique Visitor tracking
- 80. Solution Comparison Reporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScript Technology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js Web Parts, Breadcrumbs, Content Groups Document Actions; downloads, checkouts Unique Visitor tracking Leave underlying SharePoint untouched
- 81. Solution Comparison Reporting Method Log based Out-of-the-box Customized Bridged JavaScript reporting JavaScript JavaScript Technology Process Webtrends, GA, Customized tagging Adds Library which does standard Log Omniture script by WA vendors not require changes to Files SharePoint core.js Web Parts, Breadcrumbs, Content Groups Document Actions; downloads, checkouts Unique Visitor tracking Leave underlying SharePoint untouched SharePoint hosted service support
- 82. Dashboards
- 83. Dashboards • Emphasize graphics over text • Measure against specific objectives – using KPIs • Fit on a single page (without scrolling) • Single glance with little or no “interpretation” necessary • Are customized specifically for the information consumer
- 84. Dashboards • Automated Excel based dashboards • Only updates changes • Eliminates weekly or monthly summary report creation!
- 85. 4 Pillars of Web Analytics 1. Requires continual monitoring and being proactive 2. Cross-channel, not departmental or in silos 3. Powered by people and processes, not just technology 4. Depends on interpretation, not data collection and reporting
- 86. 87
Editor's Notes
- Is your web site delivering the expected value? Are internal communication and document collaboration effective? Are staff and business partners experiencing your sites in a positive way? optimize site content; measure social community features available to employees, partners and customers; improve employee productivity; expand business intelligence; and minimize impact on the bottom line.
- How many people here use SharePoint for Intranet vs Internet
- Instead of telling you about what we do, I thought I would tell you what a lousy job the whole industry has done! Analytics suppliers have made a mess of everything!Nobody should care about all the reports. They’re boring!Instead, we need to draw meaning from them and we can’t do that if we don’t extract the important stuff!The majority of clients we work with ask us to come in and help them get their products working. By that they mean set up proper tagging and get reports configured and built. But the real pay-off is understanding what it all means! They often don’t use the reports to drive change and make improvements. It’s more just a passive curiosity. To drive this change requires buy-in from a Director with overall marketing and communication responsibility. And that is why web analytics governance is important, so everyone understands what the other is doing and that they work together for a common goal.
- Often clients struggle with this question
- While all web sites are different and have different objectives, fundamentally there are only two types of sites: those that make money and those that save money.
- While all web sites are different and have different objectives, fundamentally there are only two types of sites: those that make money and those that save money.
- There are lots of different web sitesBut fundamentally, there are only two types; those that make money and those that save money
- How many people here use SharePoint for Intranet vs Internet
- How many people here use SharePoint for Intranet vs Internet
- Henry IV Cognac aged 100 years, $2 million6,500 brilliant cut diamonds
- How many people here use SharePoint for Intranet vs Internet
- It’s important to have a roadmap or progression for web analytics. We have created one that is Task orientedLets you know where you are and where you are going
- Studies show that web analysts spend 90% of their time evaluating number of visitors and page viewsBut should we be measuring more visitors, hits or page views? Most organizations don’t have as GOAL to simple have more visitors. What if they are from geographical areas we don’t serve or those visitors don’t need what we offer?
- All sites need to be promoted because we want more conversionsWhat is the value in seeing more page views or visitors? Those are not indications of how we are doing. A business goal is NEVER to simply get more traffic
- Conversions are much more than tracking successful shopping cart check-outs or ecommerce activities, but include: filling in a form downloading a document Submitting a questionHowever, it’s still not enough to simply measure the number of conversions. We have to somehow compare or relate conversion counts to something else. The best way to accomplish this is to use Key Performance Indicators (KPIs) which are values that describe ratios, percentages, rates, or averages. Well designed KPIs should immediately inform how your site and organization is performing. So, instead of searching through verbose, untargeted reports, you could instead simply review specific values to understand how your web site is performing. And since KPIs are calculated measures from multiple web analytics reports and other data silos, the natural place-holders for KPIs are in dashboards that are automatically updated and customized for different audiences.
- Conversions are much more than tracking successful shopping cart check-outs or ecommerce activities, but include: filling in a form downloading a document Submitting a questionHowever, it’s still not enough to simply measure the number of conversions. We have to somehow compare or relate conversion counts to something else. The best way to accomplish this is to use Key Performance Indicators (KPIs) which are values that describe ratios, percentages, rates, or averages. Well designed KPIs should immediately inform how your site and organization is performing. So, instead of searching through verbose, untargeted reports, you could instead simply review specific values to understand how your web site is performing. And since KPIs are calculated measures from multiple web analytics reports and other data silos, the natural place-holders for KPIs are in dashboards that are automatically updated and customized for different audiences.
- I may get some disagreements, but these are not KPIsNone of these values tell you how you are doing. They are not actionable.
- I don’t know if Eric Peterson first described KPIs as being expressed in these four ways but he did in his “Big Book on KPIs”KPIs are always described as:RatesRatiosAveragesPercentages
- I don’t know if Eric Peterson first described KPIs as being expressed in these four ways but he did in his “Big Book on KPIs”KPIs are always described as:RatesRatiosAveragesPercentages
- I and Eric will cover some of these other topics, but I wanted to just briefly speak to Web Analytics Governance.
- All configuration, access, and direction provided by a single person or a single web analytics team. End users may be granted direct access to the web analytics software to retrieve or schedule their own reports. End users go directly to the web analytics team for support and/or troubleshooting.
- The web analytics team, or person, grants access to power-users that manage their respective teams or departments. The web analytics team is responsible for training the power-users and assisting them with troubleshooting that they are unable to resolve.End users work with their assigned power-user to resolve any questions they have or troubleshooting that may be necessary. End users do not interact directly with the web analytics team.
- Representatives from each department form a web analytics committee. A sponsor from the executive management team ensures web analytics has the appropriate visibility across the organization. The web analytics committee provides direction and prioritization for the web analytics team.The web analytics team, or person, grants access to power-users that manage their respective teams or departments. The web analytics team is responsible for training the power-users and assisting them with troubleshooting that they are unable to resolve.End users work with their assigned power-user to resolve any questions they have or troubleshooting that may be necessary. End users do not generally interact directly with the web analytics team. They also report their concerns, findings, and KPIs to the manager of their web analytics team representative, closing the governance loop.
- SharePoint is not a Page oriented solution
- SharePoint is not a Page oriented solution
- Errors - The higher the error rate, the poorer the user experience. E/F - Are predominantly French-speaking teams consuming more content in English? Is this an indicator of translation quality or accessibility?Meta tags will include things like “author”, “keywords”, “subject”. As people post, view, or delete content will show on what types of content are the most active, frequent keywordsBreadcrumbs can show in what hierarchical structure content is most useful and accessed.By generating document action reports (i.e. use of edits and check-outs), can the content management team identify “content MVP’s” or “loose cannons” to reward or discourage use in the future?Breadcrumbs – do people consume information as you expect them to?
- Measures in this group are all related to what people do about content.Another way to understand the difference between the two: content interaction would be publishing new content and content use would be commenting about the newly published content.Most printed forms – good candidates for conversion to online formsAlerts will indicate which content is most important to staffDownloads – most useful documents
- Poor performance if people spend too much time on SearchSearches – The most basic measure of findability is searches, which is the execution of a search based on the entered search terms. The higher the number of searches being executed the less findable content is.Result Pages Viewed - can be used to ID content that SHOULD be there compared to what was searched forSearch refinements - “benefits”, “benefits form”, and finally “benefits form 2011”; could deliver “best bets”Search Result Count - This measure is the number of results returned to staff. If there are too many search results it is unlikely staff will even see the results. Searches where the search result count is high and the results pages viewed are high indicate poor performing searchSearch Terms – The actual wordsentered when the staff member performed the search. This allows for reporting on the search terms most frequently appearing, which is often an indicator of content that isn’t easily found through existing information organization. This is also a high indication of lost productivity for staff.
- Poor performance if people spend too much time on SearchIssue Code List of common set of codes. Shows what are most common problems and confusion when using the intranet.Resolution Code When an issue is resolved this code indicates how the resolution was achieved. Shows what are most common resolutions. AND it shows what could be good procedures to automate online.
- SharePoint offers a number of ways for receiving site content via subscription. RRS Feed Reads are requests for updates – sign of popular contentDocument Library Links –shows the number of times staff has set this up and provides an indicator of the popularity of this feature and the content.RSS Article Requests & Subscriptions–This measure is taken along with the article title to facilitate reporting of which articles have the highest interest.
- “Campaigns” is a general term used in web analytics that refers to the effort to alter visitor behaviour. This can include traditional campaign activities, such as banner ads, or e-mail marketing, but can also encompass any action taken to get staff to do, or not do something. Companies often want staff to utilize new features, download forms, participate in team sites, or be aware of upcoming events, for example
- comparing these measures will allow companiesto understand the preferred methods of communicating with each other via the intranetBlog Reads–staff to write blogs in their profile page. Recording blog reads allows for the tracking of which staff members produce the most read blogs, and which staff members are reading them.
- Incident Code – the purpose of chat sessionRequestor & Responder – staff adoptionSessions and Session Length – indicate popularity of chat
- Page oriented vs. browser event driven for SharePoint
- SharePoint poses some special challenges when it come to web analyticsThe traditional tools are great at reporting on page oriented metrics, such as Page Views, how many visitors came to the site and what paths they took; what the visitor sources were and if they came to the site responding to a specific campaign. But SharePoint has capabilities that those products struggle with such as Web Parts and Breadcrumbs which is the path people used to navigate the site; Internal Searches and how the site is divided into Sites and subsites. And finally, document actions. This is how people collaborate with the information on the intranet sites, such as checking out documents, what changes they make to them etc. We created Mergence to plug into the traditional set of web analytics products to supercharge the reporting for themWe are able to collect SharePoint specific information such as ……..
- even though it works with all major analytics vendors, I’ll tell you why it is best with Webtrends
- Web site owners find themselves drowning in data but thirsty for informationKPI’s are the keyKPIs quickly tell how you and the organization is performing
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.