Instinct and gut feelings are nice, but numbers are better. Analysis and measurement are the “so what?” of content strategy, demonstrating content value. With these elements, you can quantitatively evaluate content quality, including the efficacy of communications, usability, SEO, branding, and user experience design. Web analytics is an essential part of this process: it identifies how users interact with your web content. It informs content audits, analysis, and governance. But you won’t find these insights through mere dashboard metrics. Better insights and smarter decisions depend on context—and that’s where analytics can help. An analytics strategy puts data in context. Without context, your data is meaningless.This session will discuss how you can develop an analytics strategy with methods for assessing content quality. Understand how to define useful, contextually relevant metrics and KPIs that support your content strategy and governance plan; evaluate content types and delivery channels; measure conversions and engagement; identify influence and reach; and enable content owners to adapt to evolving website and user goals.Don’t just go with your gut: create and maintain content that proves to be effective.

1. Make Quality
Content Count with
Web Analytics
Rick Allen
@epublishmedia
HighEdWeb 2011, October 25
#heweb11 #tnt12

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Hi, I’m Rick.
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So what?
Exactly.
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#heweb11 | #TNT12 | @epublishmedia
[Web analytics] changed the
game for marketers and
advertisers. But with respect to
content quality, many
practitioners are flip-flopping with
regard to which numbers matter,
and whether we can make use of
them.
Kristina Halvorson
Content Strategy for the Web
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#heweb11 | #TNT12 | @epublishmedia
Broadly speaking - and thanks
largely to the ubiquity and ease
of access to Google Analytics
(GA) - businesses have become
fixated by traffic volumes,
bounces, sources, journeys and
subsequent destinations and the
like and aren't looking to learn
more.
Clare O’Brien
CDA
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9. Content
measurement
roadblocks
• We don’t know which
numbers matter
• We’re looking in the
wrong places
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10. Numbers rarely speak
for themselves
• 2,000 page views
• 70% returning visitors
• 80% bounce rate
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So what?
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Discovery
Search
Bottom-up analytics
Insights through discovery
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15. It’s hard to find
answers when you
don’t know the
questions to ask.

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Goals
Answers
Top-down analytics
Answer your questions
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17. To find answers with
web analytics,
start with meaningful
content questions.

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#heweb11 | #TNT12 | @epublishmedia
Often numbers don’t speak as
loudly as they should because
you are missing one simple
ingredient: context.
Avinash Kaushik
Web Analytics 2.0
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19. Without context, your
data is meaningless.

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22. Goals provide context.
Context provides meaning.

23. Analytics can do more
than report progress—
it can inform process.
• Research and discovery
• Content audits
• Content analysis
• Content governance
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The challenges of
qualitative research
• Data usually from small
numbers
• Most methods take a
snapshot in time
• Difficult to capture
some behavior
• Setting sometimes
artificial (e.g. lab tests)
Source: http://www.slideshare.net/UserIntelligence/combining-methods-web-analytics-and-user-testing-4330718
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25. Web analytics enables
more comprehensive
user research.

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Content audit
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30. Web analytics can
help identify and
evaluate the impact
of content problems.

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Content analysis
• Usefulness and relevance
• Clarity and accuracy
• Influence and engagement
• Completeness
• Voice and style
• Usability and findability
Source: http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php
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How do I know
which part of our
audience is getting
our message?
Are they sharing
our ideas?
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What type of
content is most
effective at driving
inquiries?
Which channel
should we use to
communicate with
prospect students?
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Are people finding
our content
through search?
When they find
it, is it relevant
to them?
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35. Augment qualitative
analysis with web
analytics for deeper
content insights.

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Web Analytics Framework
1 Business objectives
2 Content Goals
Key Performance
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Indicators (KPIs)
4 Targets
5 Segments
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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Web Analytics Framework
1 Business objectives
2 Content Goals
3
Key Performance What is the purpose of
Indicators (KPIs)
your website?
4 Targets
5 Segments
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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Web Analytics Framework
1 Business objectives
2 Content Goals
Key Performance
What actions do you
3
Indicators (KPIs) want people to take on
your website?
4 Targets
5 Segments
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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#heweb11 | #TNT12 | @epublishmedia
Great content moves people to
action.
Tim Nekritz
Director of Web Communications, SUNY Oswego
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Web Analytics Framework
1 Business objectives
2 Goals
What relevant web
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Key Performance metrics can be used to
Indicators (KPIs)
measure your content
4 Targets
goals over time?
5 Segments
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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Web Analytics Framework
1 Business objectives
2 Goals
3
Key Performance How do you rate
Indicators (KPIs)
success?
4 Targets
5 Segments
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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Web Analytics Framework
1 Business objectives
2 Goals
Key Performance
What visitor attributes
3
Indicators (KPIs) will provide meaningful
insights?
4 Targets
5 Segments
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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Using analytics
• Ask “so what?” at every stage in content
planning
• Identify and evaluate the impact of content
problems
• Augment qualitative analysis for deeper
content insights
• Make the case for content strategy—
demonstrate content success and failure
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Next steps
• Establish business objectives and content
goals with content owners
• Identify meaningful metrics (KPIs)
• Align new content and related goals to
established business objectives
• Routinely demonstrate success
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So what?
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Thanks!
Rick Allen
@epublishmedia
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