Data overload has come to content strategy. With so many things to measure and tools to measure it with, how do you find a way to use analytics without succumbing to analysis paralysis? And without spending all your time on analytics? This session will walk through the creation of a measurement strategy that supports your existing content strategy. Then we’ll look at the ways you can use those analytics to tell the kinds of stories that persuade your peers and superiors to make smarter content decisions.
In this session, you will:
Learn how to decide what to measure and why
Find out how to create an analytics routine that provides actionable insights without taking up all your time
Learn to present measurements and analytics in ways that influence and persuade others
[Webinar] SpiraTest - Setting New Standards in Quality Assurance
Number Stories: Win Friends and Influence HiPPOs with an Effective Measurement Strategy
1. Number Stories
Mike Powers
Director of Electronic Communications
Indiana University of Pennsylvania
Confab Higher Ed 2015
Win friends and influence HiPPOs
with an effective measurement strategy
24. What’s the story?
1. What are your goals?
2. What is your content?
3. How will this content achieve those goals?
4. What would success look like?
5. What would failure look like?
6. What measures would show success or failure?
7. What are your targets?
27. 1. What are your goals?
1. Bring in enough students over the next four years
to make program viable
2. Acquire a reputation for excellence in CS that
brings in students and helps them find
employment
28. 2. What is your content?
• New microsite about the program
• Press releases about the program, faculty
• Blog posts about CS written by faculty members
• Presentations by faculty and student at CS
conferences
• Online ads
30. 3. How does content achieve your goals?
Ad
Blog
Earned
Media
31. 3. How does content achieve your goals?
Come to
Microsite
Ad
Blog
Earned
Media
32. 3. How does content achieve your goals?
Come to
Microsite
Learn
More
Ad
Blog
Earned
Media
33. 3. How does content achieve your goals?
Come to
Microsite
Learn
More
Ad
Blog
Earned
Media
Request
Info
Request
Visit
Apply
34. 4. What does success look like?
Image by velkr0 https://www.flickr.com/photos/velkr0/
35. 4. What does success look like?
Image by velkr0 https://www.flickr.com/photos/velkr0/
• Highly qualified
• Diverse
• Likely to succeed
36. 5. What does failure look like?
Image by Andrew Allio https://www.flickr.com/photos/allio/
37. 5. What does failure look like?
Image by velkr0 https://www.flickr.com/photos/velkr0/
• Not qualified
• All the same
• Unable to afford the program
38. 6. What measures would show success
or failure?
Enrollment? Test Scores? Diversity Data?
Image by gozalewis https://www.flickr.com/photos/gozalewis/
39. Interim Goals
A. Do prospects understand content?
B. Does content communicate value
propositions?
C. Does content appeal to/engage prospects?
D. Does content encourage conversions?
53. 7. What are your numeric targets?
• If you want 50 students (donations, etc.)
• How many applications?
• How many inquiries?
• How many web sessions (visits)?
84. Context often means non-analytics
data
• How many applications?
• How many showed up for an event?
• How many students haven’t yet registered for
spring?
• How much did we spend on advertising/promotion?
85. A master spreadsheet gathers
• non-sampled data and
• non-analytics data
in the same place.
145. The structure of the stories we’ll tell
1. Here’s where we were
2. Then we changed x
3. Here’s what happened
4. Here’s what we need to do next
146. Example
• 40% of new students didn’t bring the right materials
to orientation, even though it was on the website
• We rewrote that content and provided a checklist
• This fall, only 20% of students didn’t bring the right
materials to orientation
• Next, we’ll look at the way this content is labeled
147. Example
• We’ve had an increase in students who start an
application but don’t complete it.
• We increased the number of reminder e-mails we
send them.
• But—traffic from e-mail actually dropped afterward.
• Next, we’ll cut back on the number of e-mails and
make the ones we do send more personalized.
149. 1. Plan for measurement
• Understand your goals
• Understand how your content gets you there
• Use that analysis to find a small number of
appropriate measures
• Set numeric targets
150. 2. Collect data effectively
• Collect contextual data
• Organize your measurements centrally
• Have a plan to sustain data collection